It should come as no surprise that I was glued to my television this morning. The Digital Moms series on the Today Show has me sucked in. After being somewhat disappointed by yesterday’s show and the impression it gave viewers, I was ready for something better today. In fact, I was excited because I knew some of the women featured this time. Well, ok, so I actually met Wendy aka eMom at Seaworld but only knew Melissa aka @Consumer Queen and Amber aka @JerseyMomma from twitter. Amber was actually backstage brainstorming with producers during the segment. But STILL. I was behind them, and I had a feeling they’d come through.
So I poured a really reeeeeally big bowl of Cheerios for my thrilled two year old, and saddled up in front of the TV with my laptop – a twitter window open and ready to go. While I waited, Amber and Wendy sent tweets from the green room and the Digital Moms responded with all sorts of support. Melissa’s portion of the show had been filmed from her her home so she anxiously waited for the piece to start right along with us. Trusting that these woman knew what they were doing, and having read Wendy’s tweets from the day before, I had a good feeling about this segment.
And then it came on. See for yourself.
Right away a cheer went up across twitter as Melissa (Consumer Queen) showed viewers that all of the products she reviews have come as a result of “a lot of hard work”. She reiterated the importance of her perspective to consumers and the narrator followed up by noting that Melissa is “influencing corporate America” and listed some of the big corporations that have asked for Melissa’s review.
Phew! Yes. Finally. Thank you. It seems this segment would be taking the impact of Digital Moms seriously.
Next the Today Show mentioned the example of the Motrin Ad. Someone on twitter posted “OMG they’re talking about the Motrin Ad!!!” Yes, any digital moms who were on twitter last fall will remember the Motrin Ad well. In November, Motrin released a new ad campaign with some pretty condescending phrasing about baby wearing – women everywhere were insulted. No, really, it was bad. Twitter and blogs alike exploded. Horrified. Outraged. What were they thinking? I am fairly sure it took about 48 hours of this sort of uproar from Digital Moms before Motrin pulled the entire ad campaign. For a summary, ready Crunchy Domestic Goddess’s post about it here. It’s only one example of many who blogged their opinion about the Motrin Ad campaign. And guess what? The company heard these women loud and clear. Why? Because these women are affecting the the success (or not) of a product simply by responding professionally with strong, heartfelt, honest writing.
Once the intro piece was over, Ann began her interview with Wendy and Terri Walter – an advertising Executive from Razorfish Media. They did a fabulous job. I appreciated that immediate focus was given to women as important influencers, not just as women looking for a bunch of free stuff. They underscored how much heart and soul goes into their work. Digital Moms care about what they are doing and take it very seriously. The relationships that bloggers build with readers was emphasized as extraordinarily valuable and full disclosure with readers was the only way to maintain such a relationship. I could not have agreed more when Terri stated that pressure is then put on the product to stand up to real consideration since these women will speak their minds in their review.
And finally Wendy made sure to say that digital moms are “making a difference and changing lives out there”. She disagreed when Ann asked her if this was all just a passing trend. “It’s just the beginning”, marketing has changed thanks to word of mouth and “consumers expect to have a voice, there’s no going back.”
And that’s exactly it. There is no going back. Products are finding success or not based on these women’s opinions. A fancy ad campaign with all the bells and whistles is just not enough anymore. Consumers are always skeptical. They want to hear real opinions from real people. They want to see someone kick the tires and tell them the honest to God truth. And that’s where we come in.
So I’ll say it again.
I am Digital Mom, here me post.
(Ok, no. That just sounds cheesy the second time around…)
Nevertheless, my panties are in less of a bunch today. I am feeling more optimistic about this series now. And I do realize that any focus on what digital moms do is a good thing. You women rocked out today. I’ll certainly be posting some more on this as the week goes on. Cheers.
I just DMed Amber aka @jerseymomma to ask if another segment was on this morning (3/11) since I never saw one. She let me know that it seems the series was only Monday (3/9) and Tuesday (3/10). But she did say that the producers were very excited about this topic and she is hopeful they will do more in the future.
So that’s it for now I guess. To sum it all up, digital moms seemed defined by the Today Show as very social mom bloggers who get free stuff and influence corporations if we work really really hard at what we do.
Hmmmm. I think there’s room for more on this topic, don’t you?
Until next time…