Conversations with mummy bloggersOctober 2009

What is mummy blogging?

“When companies plug-in to a network of mummy blogs they are in effect getting in on the mother-to-mother conversation”

The Times May 28, 2009

A mummy blogger...1. Uses blogging software

2. Writes in an informal diary-esque style

3. Blogs about their children/parenting issues

Why mummy blogging is popular… 1. Mums can blog at home

2. Mums can use blogging to connect with others

3. Mums use blogs to record key events (images, video)

How influential are mummy bloggers?

• 700-1000 live parenting blogs in the UK

• Growing readership

• Massive footprint on social media (Twitter, Facebook, Ning)

• Engaged, trusting community

• Can have negative impact on brands –Dooce and Maytag

The American experience

The American experience

• According to Nielsen, Power Mums (25-54 yr olds with children) are 20% of the US online population

• Importance of Dooce – blogged about parenting issues since 2004 and has inspired a generation of mummy bloggers

• Massive growth – Blogher conference in summer 2009 attracted 22,000 attendees

• Niche blogging emerging - Tech mommy bloggers (geekmommy), Green mummy bloggers (Tiffany Washko), Christian mummy bloggers (Cindy Rushton)

Mummy blogging in the UK

Mummy blogging in the UK - facts

• First Mummy bloggers emerged in 2005

• Explosion 3-4 years ago – Dulwich Mum, Potty Diaries, Sticky Fingers

• Over 650 members of British Mummy Blogger network (influential Ning-based social network for bloggers)

• Pro mummy bloggers – Parentdish (AOL), Alpha Mummy (Times)

• 2009 was a watershed year for brands approaching blogs

• Many established mummy bloggers have seen traffic rise by 50% in the last six months

Top 10 UK mummy blogs

1. A Modern Mother

2. Alpha Mummy

3. Jo Beaufoix

4. The Potty Diaries

5. English Mum

6. All That Comes With It

7. Crystal Jigsaw

8. Molly Chicken

9. Noble Savage

10. Sticky Fingers

* source – whoisthemummy.co.uk

Not all UK mummy blogs are the same... Classic parenting blogs

• Likely to have been blogging for several years

• Tend to write diary-esque posts

• Use blogs as an outlet for their creativity to share experiences and engage with others

• Large group of followers and very influential in the community

• Less interested in monetising their blogs

Not all UK mummy blogs are the same... Emerging parenting blogs

• Only started blogging about parenting issues in the last year

• Often written by journalists

• Pro-actively engage with brands – very keen on reviewing product

• Very interested in monetising their blogs

• High turnover – many do not blog for long

About our research

We asked 20 mummy bloggers...

Why they blog… how they feel about brands

approaching them… how they use social

media… where they go for advice and support

Who are they?

Middle class

Well educated

Expressive

Community focussed

Common characteristics

• Proud of their content (integrity)

• Blog is a conduit to a wider community

• Increasingly using other aspects of social media

Why do they blog?

88% enjoyment

81% outlet

81% connection

12% money

What do they write about?

Diary Experience Community Product

Diary – personal memories

“Diary” posts act as a record for parents who want to record special moments in their child’s life, and preserves them in a place where they can share with friends and the wider mummy blogging community.

These posts are completely unique and personal to the blogger, as it is directly about their life and family.

Experiences – sharing lives“Experience” posts are different to diary posts in that they are about experiences that are shared amongst the parenting community.

Bloggers frequently share these experiences - whether that’s their thoughts on a particular newsworthy topic, passing on recipes and parenting tips, or starting a debate about issues relating to being a parent.

An example post could be about the ethics of slapping, tips on fussy eating habits or recommending a location for a good family day out.

Community – posting about blogs

Mummy bloggers have created a very self-referential community, frequently devoting posts to the subject of mummy blogging, other blogs, and approaches PR people have made to them about their blogs.

An example post could be a list of the blogger’s favourite posts from other blogs, sharing an award that they have created, or posting a list of the top 100 British Mummy Bloggers by their traffic and influence rating.

Products – reviews

Some mummy bloggers are keen to share their thoughts on products or services with other mums, which can be a good opportunity for brands.

However, brands looking to be reviewed on mummy blogs need to be careful: they will not review just anything they’re asked to, they have to already have a strong interest in the product and view it as worth the time and effort to use it and write an interesting review on it.

Some bloggers get offended when they feel that brands think they can be “bought” with freebees, or when they don’t acknowledge that product reviews are work to the bloggers.

What prompts mummy bloggers to talk about brands?

80%opportunity to try the product or service for free

80% an interesting story that fits in with their blog

60% being invited on a trip to find out more

50% payment

Brands:The mummy blogger’s perspective

“...from now on I’ll [be] sifting the offers and ...if that means no more freebies then so be it, I’m not a performing seal.” Little Mummy

“If PR firms actually took the time to read my blog it would be appreciated.”

Anon mummy blogger

“If I respect and trust the blog then I'm happy to get some insider information that is written in a language I enjoy reading.”

Anon mummy blogger

“I would never just agree to anything because I can get it for free. I like to keep a nice balance and a do one or two reviews a month on great products that would interest my readers too.”

Anon mummy blogger

“Most mummy bloggers are willing to engage with businesses that sell products that are relevant to our daily lives. We are consumers –we buy your products, use them daily, and have our opinions. But we're busy. Our blogs are our hobbies. We enjoy them. We aren't journalists (though many of us have been journalists or marketing professionals). With a little research and creativity, you can capture our attention.”

A Modern Mother

On reviews in mummy blogs: “As long as the review is 100% honest then I will always trust their views more than the one exposed in the media if it is in the form of advertising.” Anon mummy blogger

Where do mummy bloggers turn to for information about parenting?

The order in which they’ll trust them:

1. Other parents 94%2. Parenting blogs 82%3. Magazines 62%4. Books 58%5. Newspapers 50%6. TV 47%7. Forums 35%

Mummy bloggers and social media

660 are members of a closed social network for British mummy bloggers

70% of tweets by mummy blogs are @ replies to each other

Two thirds of mummy bloggers read 11 or more other mummy

blogs – a third read 50-100

88% use both Twitter and Facebook

Key trends # 1 More UK brands will target mummy bloggers

• Significant rise in brands pitching to mummy bloggers in 2009

• Leading bloggers now being pitched 10-20 times a week

• Good results – campaigns and events that chime with mummy bloggers have generated great coverage for brands

• However, in our survey many mummy bloggers complained that brands and PRs are still approaching them in an insensitive and inappropriate way

Key trends # 2 Shift to new blogging formats

• Mummy bloggers are ideal candidates for the new breed of blogging formats like Posterous and Tumblr.

• These make it very easy to create short posts and embed images/video etc

• They also work seamlessly with social networking sites like Twitter

Key trends # 3 Growth of mummy bloggers on Twitter

• 80% of the mummy bloggers we surveyed are on Twitter

• Although most will use the format to have conversations, an increasing number of emerging bloggers will use Twitter to push content.

• Pushing content to gain traffic is now even more important due to Twitter and Microsoft/Google deal. Twitter could significantly grow traffic on key blogs

• Brands will start to approach mummy bloggers/influential mums on Twitter

Key trends # 4 High turnover of new mummy bloggers

In spite of the explosion there is a high turnover of mummy bloggers because...

1. Difficulty of finding time to maintain a blog

2. New breed of journalist mummy bloggers becoming aware that it is extremely difficult to monetise parenting blogs

3. Bloggers lives move on – returns to work etc

4. Shift to Twitter – and other micro blogging formats

The opportunity for brands is to connect with a community…

…that’s engaged and intelligent

…that’s growing very quickly

…that’s increasingly influential – with a huge social media footprint

…and that wants to have conversations with brands

BUT in the right way.

Contact Shiny Red

Our website – www.shinyred.co.uk

Our blog – www.shinyred.co.uk/our-blog

For more information – info@shinyred.co.uk

Or call - 020 7520 9530

Conversations with mummy bloggers

October 009