MOM Blog Blogfrog: Organized word-of-mouth marketing transparency is life gate

With the influence of the blog and the construction of the user community, Blogfrog explored a new way of social brand marketing.

In the digital advertising and digital media innovation campaign, the mother of the influence of the warlords. A new generation of moms is not only a highly educated network of people who control nearly 85% of household income, but also social animals--if they find something they like or dislike, they will hear something.

Now many companies want to enter this area, but one company has broken through the traditional advertising methods, found its own infiltration channels.

In Boulder, Colorado State, USA, Lasting Banks (Rustin Banks) and Holly Haman (Holly Hamann) jointly created Blogfrog in April 2009. Blogfrog mainly provides free tools for MOM bloggers to form their own communities, discuss online and post video podcasts, and then combine these platforms with Coca-Cola's brands that are willing to pay for these discussions.

Banks and Haman don't look like partners at all. The Blogfrogt shirt looks like a standard entrepreneur, with a leisurely temperament, with two hands and a very warm handshake. Haman wears a neat little suit, neat, gentle and professional.

"The brand is very welcome because we can get them to move from the corner of the page to the main page." "Blogfrog, the website's CEO, says that the problem of attracting users to click on Web ads, which has long been a headache for online advertisers, is seen as a distraction when users browse the site. While the placement of social media is sometimes too strong, large-scale blog comments have also attracted users. Blogfrog's "discussion marketing" has broken the industry's normal, providing advertisers with the opportunity to impress consumers through the "branding community" and "sponsorship discussions".

The Blogfrog platform promotes a new social network in which users build relationships based on interest rather than previous friendships. Currently, Blogfrog has attracted about 125,000 active users, as well as 65,000 bloggers, who can influence 10 million American parents a month, making it the biggest MOM blog in the United States. On this platform you can build interactive communities based on rich themes, common themes such as food and fashion, but also more serious topics such as serviceman, infertility and special children. Many communities even transcend the virtual world, and Blogfrog members organize offline gatherings and eventually become real-life friends.

"Moms are the most powerful consumer market, but they are also one of the most marginalized and misunderstood consumer groups. "No one has ever taken them seriously before us," said Harman, the current vice president of Web marketing. ”

Organized Word-of-mouth Marketing

Blogfrog is based on the theme of interest and impact size (Blogfrog collects bloggers ' post quality, blog traffic and Facebook rankings, etc.), carefully weighing the brand community to the right blogger or "community leader" team to lead. Businesses pay fixed monthly fees based on the number of bloggers, bloggers ' influence and type of publicity. Brand sponsorship discussions are usually made by a larger group of bloggers who issue a question and then summon the reader to participate, such as providing their own stories and comments, voting or sending photos. Users ' responses are uniformly published in branded pages and Blogfrog's "discussion-oriented advertising plug-ins"-both to drive discussions and to drive the spread of the web.

Now there are many services on the web that look very similar to Blogfrog, such as Ning and go Social, which allow users to create niche social networks and make profits through advertising; the idea is to aggregate blogs in terms of traffic and search engine advantages, resulting in higher advertising revenue. Blogfrog but further, through the brand into the blog content itself provides a profit method.

The cost of the sponsorship discussion also depends on the influence of bloggers and the type of publicity, such as the 40 bloggers who hire a total readership of around 2 million to do 4-week publicity costs about 20,000 dollars.

"How do you ensure that your family's diet has enough omega 3 (milk is high in omega 3)," Deepwater's signing promotional campaign for organic dairy products? 30 bloggers were asked to publish articles about picky eaters, which led netizens to share recipes for children. Of all the discussions, none of the words are "advertising words" provided by the enterprise. The event eventually brought together 2.1 million social media discussions and 3.7 million ad exposures on Twitter and Facebook. Since then, Deepwater has sponsored three Blogfrog discussions and signed a 2012-year contract with the website.

Caitie Ramsburg, director of customer service, Keti Ramsburg that Blogfrog's strengths lie in the degree of personalization. "We'll dig deeper into what the brands want to get out of the hype, and then combine the topics women are talking about and come up with a topic or question that is likely to arouse enthusiasm." She deliberately stressed that Blogfrog's brainstorming sessions often lasted a few days.

The management team then organizes the bloggers who best meet the promotional goals based on the size of the influence calculated by a precision program, and all bloggers have the opportunity to be selected. "A brand may want to look for healthy bloggers who come from a certain income group and have children under the age of 10," Harman said. We have this information because we've looked at bloggers and bloggers from multiple levels. ”

The advertising industry is still testing the future of social media in the advertising industry. "In advertising, you have to cling to the customer's emotions," said Elaine Marino, a senior account manager, Elaine Marino, the traditional approach is through television and video. Now, she says, "We're going to blog space." ”

Many advertising agencies that want to use the power of social media are fond of Blogfrog's ideas. Reactiveness 214 is a boutique marketing agency in Boulder, whose founder Clark James Clark introduced deepwater to Blogfrog and recommended similar activities to other customers. "It's better for brands, because they can be sure bloggers are really willing to work with brands," he says. "Clark believes that the discussion of marketing methods than to send samples to bloggers, hoping to get a few compliments, more to drive the activity and brand loyalty."

This method is also considered to improve the authenticity of feedback. Community members are more willing to respond and participate in the discussion by netizens, and the discussion process gives the brand the opportunity to listen to the user's ideas, participate in improving their popularity and build goodwill. Deepwater, for example, brings nutrition experts and food scientists to answer questions from readers. "We've got community celebrities in the chair, we'll tell them what we like and tell them if we're interested in getting something, but community participation is spontaneous," says Mr Clark. ”

Other blog networks also have cooperation with Blogfrog. Chack Molin (Chuck Moran), chief marketing officer of Burst media, which represents multiple vertically independent web sites, is using the Community platform technology to integrate the content of his Momiq parent-child channel.

"From a brand-building perspective, there is nothing more effective than getting the target audience involved in the discussion, regardless of whether or not a particular product is being discussed." "he said. Readers responded to brand sponsorship discussions so well that burst recently launched the platform on its own Ella Channel (a group of highly disposable women for 18~35岁) and is planning to apply to other communities.