7 Months from Launch: The MomTV Success Case Study: Online TV Network, Social Networking Community

Who is MomTV? Engaging LIVE Conversations, Your Authentic Voice for Brand Campaigns

• MomTV is an interactive LIVE community where the audience can chat (via video/text) live with the web show host and members – we stream ninety (90), hour long, “Social TV” broadcasts every week
• MomTV is also media sharing community where members can watch video on-demand, join groups, create video and text blogs to share with other mom and dad members
• Brands can engage with the MomTV audience with an authentic voice and increase Word-Of-Mouth exposure and engagement with specific call-to-actions around campaigns

More moms are being drawn to social engagements – online and offline

• Moms are connecting more online through blogs, Twitter, Facebook, video, conferences, text messaging, mobile and on MomTV
• Moms are also looking for friends, parenting information, ways to save money, ways to be green, fit & more
• Social TV: Social Networking and Video sharing and video chat is a fast becoming an integral part of engagement online for moms and dads at home. Why not build exciting brand engagement party that is streamed LIVE on MomTV, enabling moms to invite their local and online friends? (We did this recently for a Los Angeles mom’s night out party featuring several brands – click to watch video recap using an integrated, on/offline social media campaign for several weeks leading up to the event.)

MomTV can offer 3 dimensional campaigns where products/services are discussed, sampled, reviewed, offered for purchase, or redeemed off-line with coupon sales; making MomTV the perfect vehicle for brand engagements at a low cost and high profit margin

MomTV launched in May 2009 as the first live online community for Moms. We have broadcast over 1,000 LIVE, hour long web chat shows since our launch and have 90 shows airing weekly with a goal to deploy 250 live, weekly video chat shows in 2010.

The current Alexa US Traffic Rank is 13,505 out of over 13 million websites.

Site visitors come to MomTV for (A) Live Shows and (B) Social Networking, Video/Blog Sharing. Here’s how the traffic breaks down:

• A. Viewers of MomTV LIVE Streaming Web Shows: Most of our shows run 60 minutes long with a mix of 95% Moms to about 5% Dads attending & engaging in live chat (monthly average: 75,000 viewers)
• B. Membership in the MomTV Community: 90% Moms 10% Dads (community activity monthly averages 175,000 page views)
• Demographic break-down of membership by ethnicity: 68% Caucasian, 20% African-American, 8% Hispanic, 4% Asian
• MomTV’s sphere of influence outside of our community: MomTV has 100K+ followers on our MomTV Twitter Network – including regional breakdowns based on state (i.e. CaliforniaMoms, FloridaMoms) as well
• Many of the MomTV shows are hosted by popular Mom & Dad bloggers, Parenting Experts, Fitness Experts, and Celebrities. They also feature MomTV webcast replays on their sites as well as promoting MomTV to their respective fans, readers, clients and more.
• MomTV is also available today on your Smart Phone for LIVE viewing and text chatting on the go!

WIIFM: Keeping Up With Moms

Originally published on Media Post: Stephanie Piche, Oct 07, 2009 08:47 AM – Engage Moms Blog

When I worked as a marketing strategist for several startups in Silicon Valley, I did my homework and built ROI (return-on-investment) models to show how the technology we were pitching actually saved money and made you more productive. Successful B2B (business-to-business) marketing strategies apply the WIIFM principle (what’s in it for me) to engage the client.

This was the lesson I learned early on in my career: If you want to engage the corporate client, you need to start by listening and understanding its workflow and problems before you can provide a better process or technology to streamline its operations. The net result of delivering on the WIIFM model is a happy client who can now do more for less.

As a mom, that’s what I’ve looked for in the partners that I’ve chosen to shop with, the ones that can help me do more, for less (time and money).

In the mid ’90s, I started shopping online to gain time back from my work and travel schedule. The convenience of e-stores saved me time as I could order the items needed on the Internet while away from home and, in return, I had more time for my family.

Many of my family and friends thought I was nuts for buying something that I didn’t try on or touch and for putting my credit card out there. Merchants got wise to these fears quickly and engaged security providers to ensure SSL encryption along with great return policies. We’ve come a long way over the past 12+ years with personalized email marketing for opt-in subscribers, rewards programs, coupon codes, rebates, recurring shipments, and the best of all, free shipping (my favorite).

Now that’s how you engage and gain adoption, make it easy to save time, money and reduce waste through electronic communications that I ask for.

As an uber-geek Mom, the adoption of new technology and services that enable me to do more in my day comes with one minor pitfall … I keep adding more to my day as my productivity increases. But that’s what moms do; we adopt new ways to do more in our day.

Looking beyond the social revolution, going mobile is the next frontier for those seeking to engage with the mom on the go.

Why mobile? According to The Nielsen Company (Sept 30, 2009), mobile Internet users are up 34% to over 56.9 million in the U.S. The biggest gain is the 9 percentage points of growth for female users putting them at 47%. Two key things that women are utilizing mobile web access and apps for: shopping and social networking.

A huge benefit of mobile for me is that brands are starting to figure out that moms really don’t have hours to clip coupons every week, that’s so June Cleaver! As much as we love to save money, more and more of us want to do it on the go.

One of my favorite iPhone apps is called Yowza. It’s free and not only does it carry local deals but it counts up the dollars that I save, and that’s a huge warm-fuzzy! There are also cool services like Cellfire that store your coupons on your club card. You simply go to the Internet and click on the product coupons that you intend to use (look Ma, no clipping).

Then there are the merchant programs that offer coupon codes for discounts and free shipping along with the ones that pay you back with rebates like Drugstore.com and Ebates.com. I also love sites like K9cuisine.com, where I can set up a regular shipment of the same dog food I buy every month and they will auto ship it.

You have the technology, you can use it to help you engage – WIIFM is not just for B2B marketing … now more than ever: What’s in it for Moms?