Segmenting Moms

7 04 2009

1-800-Flowers has launched a new campaign, Spot-a-Mom. Working across a broad range of traditional and social media outlets, the company is encouraging everyone from their CEO to the (wo)man on the street to recognize the moms in their lives. What’s unique about this is that they are using Twitter and Facebook to segment the moms by interests and hobbies. Participants can then nominate the moms in their lives to be the 1-800-Flowers Mom of the Week.

Of course, this campaign is a lead-up to next month’s Mother’s Day. And the more that 1-800-Flowers can do to associate its brand with that holiday, the better for them. But at least they’re recognizing Moms in the process.

(tip to 1-800-Flowers: Don’t be so cheap. The $100 gift certificate for being the Mom of the week makes you look cheap).


How Cherry Milk Saved Facebook

11 02 2009

Recently I’ve flirted with the idea of canceling my Facebook account, thinking it was a total timesuck with no real benefits.  Then I had a completely delightful experience.  You see, like millions of people, I filled out that 25 Things You Didn’t Know About Me form (which needs a major UI overhaul, btw.  Still can’t figure out how to forward it on).  And in said document I wrote about my love for cherry milk.  You see, cherry milk is something that I invented as a child that involves pouring the juice from a jar of maraschino cherries into a glass of milk.  Delicious.  Since the posting, I have heard from a woman I used to babysit (who is going to try it), my godmother’s daughter who tried it and loved it, and my buddy from UCLA, Mark Winick, who made it for his sons. And they love it.

Yes, thanks to Facebook, cherry milk has spread virally to at least three states and is certain to become a family tradition for at least one more family.  So, for now, Facebook I will give you another chance. You’re still a timesuck, but damn you are useful.



22 10 2008

MediaPost ran a good article by Karl Greenberg the other day on Mike Mendenhall, CMO of HP, and his social media philosophy.  There were some great statistics I’d like to share (lift) here:

Mendenhall used the current presidential campaign as a case in point, noting that the video “I’ve got a crush on Obama,” which was not made by the Obama campaign, has garnered some 9.5 million views. “Thirty-five percent of all Americans have watched political ads and videos online,” he says. “That’s three times more than in 2004.”

He says that according to Forrester Research, GenY is spending 30% more time online than watching TV. “This digital conversation never stops, and we need to update organizations and operations accordingly. The questions are: When do you think you are going to see new syndication models? And when do you think we will see the network environment change? As marketers, we have the opportunity to drive change within our companies because all public touchpoints impact our brands, reputation and revenue. Brands aren’t defined by campaigns, but by consumer ecosystems.”

Mendenhall made social network Twitter the poster child for how individuals can shape perception on a massive scale, and how that is shaping marketing.

“In less than two years using just 148 characters, Twitter has moved from a novel idea to a global presence: CNN uses Twitter for hurricane updates, political campaigns use it to activate grassroots support. Think of that: we are living in a world where a 22-employee company is at the center of global media.”

He noted that Facebook and MySpace reach more than 200 million active users per month. YouTube in 2007 consumed as much bandwidth as the entire Internet in 2000, he said.

“The digital conversation is a global phenomenon,” he says. “Last quarter, 70% of our revenue came from outside the U.S. with 10% from Brazil, India and China. The global population is now 6.6 billion, and only 1.3 billion have Internet access. That will grow fast, and as new users come online, they are leap-frogging into Web 2.0.

“Seventy-six percent of Brazilian Internet users are on social media, and 50% of them have their own blogs. China is the largest blogging community in the world with 42 million bloggers. The amount of digital info online is doubling every 18 months,” he says, adding that the information is overwhelming for customers. “It’s useless if you can’t get the right info to the right person at the right time.”

This should provide good perspective to any marketers wondering how we’re consuming and creating content these days.