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Guest blog: Monica from London Mums talks about the relationships between Mummy Bloggers and PRs March 24, 2010

Posted by BCME UK in Social media.
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What do you believe were the most significant developments in UK mummy blogging in 2009?

Technology has now being made so simple to use that anybody can go online and start a blog. And this is what is happening. Every mum with something to say seems to want to share their stories online, more like a ‘brain dump’ than looking for interaction.

What are some of your predictions for this year?

2010 will see some consolidation in mummy blogging – There are too many mummy bloggers out there and mums do not have time to read all those brain dumps – too much to do at home, with kids etc From our own feedback mums prefer to meet face to face and have real interaction with their peers hence groups such as London Mums based on traditional communication and with a face to face approach will prevail in the end – this is the way forward although it seems a step back. We at London Mums use technology to make the communication easier but we prefer the traditional approach: more meetings less virtual comms. 

How do we Brits compare to the rest of the world in terms of mummy blogging?

Brits tend to use the technology / the internet a lot more. In Italy or Spain or Greece it is unconceivable that a mum stays at home chatting online or blogging versus going our with friends with kids to have a chat and exchange day-to-day information on bringing up children.

Do you think mummy bloggers are generally keen to engage with brands?  

Yes potentially to make money out of sponsorship.

What are your top tips for PRs looking to engage with mummy bloggers?

At the moment there is too much out there and PR companies and advertisers are getting crazy understanding how to go about targeting mums in the UK. My suggestion is to focus on the big conglomerate groups such as London Mums that are building local communities. It is more cost effective and less time consuming. London Mums for example are building strong relationships with local groups, edutainment centres, clinics and family orientated businesses across London.

You can take a look at Monica’s London Mums blog by visiting www.londonmums.org.uk

Photo courtesy of www.memorygate.co.uk


Next step, the world – part one March 22, 2010

Posted by BCME UK in PR, Social media.
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by Jill

Just as most marketing and communications teams have got their heads around social media and can see below the surface spin of the many so called ‘social media experts’ or have learned that owning a Twitter account and/or Facebook page is in itself is pretty useless comes the next wave. 

Led by the brands and organisations who got ‘social media’ early come sophisticated and intelligent integrated campaigns.  A concept many smart agencies have been trying to persuade clients of the advantages of for a long while.

So for those ready to take the next step and really reap the reward of integrated campaigns six key pointers to be thinking about:

  1. Which agency should lead?



Often used to spending the majority of your agency budget with them

Used to listening to their strategic insights


Inherent broadcast messaging mentality

Stuck in ‘spend 80% of total on advertising’ and rest follows



Often grown up in the online world

Ability to number crunch and produce ROI-like stats


Can be ‘digital is best’ in their recommendations

SEO and PPC thinking is at the heart of their ‘strategic’ thinking

Public Relations


‘Conversation’ is often at the heart of good campaign thinking

Often have been integrating (non advertising) activities for years


Media centric agencies often aren’t experienced in integrated

‘Brand’ thinking can dominate ‘sales lead’ thinking.

I would add that, of course, I am biased as I have a comms background.  I would also balance that comment with my twenty years experience across a wide range of briefs and having worked alongside both advertising and/or digital agencies on campaigns.

You could also apply the same thinking to in-house responsibility for social media.  Which team should lead digital, marketing or PR.  Time for some radical thinking here?

The second part of this blog will follow tomorrow