Digital Marketing to Moms vs. Digital Marketing to Women: Do Brands Need Disparate Strategies?

Last week, Sway Group’s Allison Talamantez, President, Business Development and Tiffany Romero, President, Influencer Management, presented at the inaugural Digital Marketing Strategies Summit on the topic of marketing to women.

Their presentation, titled ‘Digital Marketing to Moms vs. Digital Marketing to Women: Do Brands Need Disparate Strategies?’ explored the misconceptions of marketing to women and the changing social media platforms on which these conversations are taking place.

Misconception #1: Speak to all women as mothers

When targeting women in the 25-54 year old age bracket, it is true that many of these women are mothers. However, marketers are shortsighted in appealing to just this aspect of her identity. Unless a product or service directly relates to parenting, consider targeting women as WOMEN first.

Through analysis of Sway’s own Twitter parties, we recently learned that women were the chattiest when the topic focused on makeup, skin care, diet, food and financial services. Many moms use social media as a way to expand their social networks and escape their everyday life. It is time away from their babies and kids!

Misconception #2: Use the newest, hottest social media platform

Clients sometimes ask us to incorporate the new “hot” platform into their campaign without considering if their target is using it. It’s imperative for brands to connect with their demographic before launching a campaign to fully understand how they are consuming media. (It’s very obvious when a young male creates a program for a 40-year-old woman.)

For example, today’s young moms aren’t reading as many personal blogs as Gen X moms were at that stage in their lives. Millennial moms rely more heavily on word of mouth. Younger female consumers (those who are not mothers) are very visual and lean on Instagram and YouTube as their means of information. Facebook and blogs aren’t going to reach them at all.

Misconception #3: What works for one group of women, will work for another

Your audience can be sliced into more distinct groups and subgroups now than 10-15 years ago, and there is a targeted outlet, a channel and platform for each. In addition to age, geography, life stage and interests all play a part in determining an audience, so it is necessary to drill down the profile of the specific consumer you are looking to reach. To start, begin a conversation with your target.




Meet Tiffany Romero – Sway Group’s President, Influencer Management (Also known as our Chief Evangelist)

Tiffany Romero, Sway Group’s President, Influencer Management, is one of Sway Group’s partners, working behind the client curtain to attract the best influencer talent for each campaign. Tiffany is the reason our Massive Sway network of now 80,000 influencers is of the caliber and consistency it is today.

After starting her own personal blog in March 2008, Tiffany quickly recognized the need for a blogger-based community. She created The SITS Girls (which evolved to stand for “The Secret to Success is Support”) as a space where bloggers could find their tribe and grow their audience. Although the site has evolved over the years, its commitment to this mission has not changed. Our Massive Sway network, now powered by The SITS Girls, is a thriving community and resource where bloggers can discover sponsored opportunities, learn the technical skills they need to be successful online and chat in our discussion forum.

Tiffany shares, “When I began The SITS Girls, I had no idea the incredible opportunities, relationships and experiences that would follow. Sticking to the core message of ‘The Secret to Success is Support’ has been the cornerstone of our thriving community and I love hearing of each individual story of success we’ve played a role in. I’m proud of what we’ve built and our growth to remain a positive, helpful and supportive corner of the digital space.”

Starting this week the Sway Group Facebook page is now combined with our Massive Sway Facebook page, where the community is designed for bloggers to engage with each other and connect with sponsored opportunities.

For more Sway Group company information, industry news and influencer campaign features please continue to follow us on Twitter, LinkedIn and Google+.

Marketing to Dads with Peter Shankman

An author, entrepreneur, speaker and worldwide connector, Peter Shankman, perhaps best known for founding Help A Reporter Out, (HARO), is recognized worldwide for radically new ways of thinking about Customer Service, Social Media, PR, marketing and advertising. Sway Group is excited to be working with him on branded opportunities!

Based on Peter’s work with clients including American Express, Sprint, Snapple Beverage Group, NASA, Walt Disney World, Abercrombie and Kent, The Ad Council, Discovery Networks, New Frontier Media, Napster, Juno, Harrah’s Hotels and others, we asked for his feedback on content marketing today.

1. As a dad and marketer, what are brands doing right in trying to reach you as the male demographic?
• Treating me as a human being, one who has the ability to actually care for his daughter, not an idiot or a moron who can’t figure out which end of the child gets wiped vs. which one gets fed. Brands are doing themselves zero favors by mocking dads as incompetent.

2. What are three tips to creating great content?
• Write what your audience wants.
• Find out what your audience wants by asking them what they want.
• Never forget that having an audience is a privilege, not a right. It’s just like wearing spandex.

Peter Shankman is interested in growing his brand through influencer opportunities for products he believes in, as well as speaking platforms in 2015. Peter Shankman’s full bio can be found here. Please contact us for more information on how to work with Peter.

Sway and Energems Win PR News’ Digital PR Award for Best Social Networking Campaign

We’re ecstatic to share that last Friday, Sway Group and client Energems Chocolate EnergyTM received the PR News’ Digital PR Award for best Social Networking campaign.

Energems, an alternative to traditional energy drinks and shots, recognized that the industry primarily targeted young males in their marketing efforts and saw an opportunity to reach out to women (e.g., busy moms getting little sleep) looking for a low-calorie, great tasting energy boost.

Working with our extended network of Massive Sway bloggers, Sway Group recruited 80 unique content publishers across the country to build brand awareness and generate positive buzz for Energems. The response was, appropriately, massive. As a direct result of the Sway Group bloggers’ efforts, Energems received more than 100,000 free sample sign-ups, more than 7.3 million impressions with 2.3 million people reached, and an increase of 44,210 Facebook fans at the completion of the first phase. The messages of convenience, great taste, low-calorie and energy boosting properties were conveyed in all sponsored content.

It was a great honor to be recognized for our hard work with an amazing and forward-thinking client, among so many notable nominees. Truly, we consider all of our campaigns winners and strive for award-worthy results with each execution.

A full recap of the luncheon and award winners can be found here.

Online Native Ads Are Held To Higher Standards Than Those On TV

Sway CEO Danielle Wiley has long discussed the disclosure requirements of online native advertising in comparison to television mandates and her recent OpEd on the topic can be found on TechCrunch.

She states,

“As the owner of an influencer management agency, I see how hard our team works with our bloggers to ensure that each online post is FTC-compliant. Our Community team educates influencers on current requirements and then our Quality Assurance team reviews all sponsored content to guarantee FTC online guidelines are met (and only releases payment to influencers once that is confirmed.)

This level of transparency is important to us as an industry. The reality is that quality content publishers have nothing to hide. The influencers we work with aren’t interested in generating a sponsored post about a brand they don’t already like and support, and they work hard to create content that is readable and entertaining, whether that content is sponsored or not.

The FTC guidelines for online content were created for the “reasonable consumer,” defined as someone who may not read an entire piece or scroll to the end of an online article. This begs the question; are the more relaxed guidelines for television disclosure also created for that reasonable consumer? I’d give that an emphatic, ‘No.’”

For the entire column, you can visit TechCrunch here.