This past weekend hundreds of mom (and dad) bloggers gathered in Laguna Niguel, CA for the fifth annual Mom 2.0 Summit. The conference was created as a place for bloggers and brands to connect to share best practices and to discuss partnership opportunities. As usual, the cream of the crop bloggers (such as Christine Koh of Boston Mamas and Liz Gumbinner of Cool Mom Picks), brands (like Dove and Whirlpool) and even celebrities (Amanda Peet and Nia Vardalos) were in attendance.
I had the honor of joining three intelligent and savvy marketers, Cindy Meltzer founder of the Social Craft, Monica Teague Clark Whirlpool Corporation’s Senior Manager of PR & Brand Experience, and Adam Keats Senior Vice President at Weber Shandwick, to speak on the panel titled New Partnership Opportunities: Influence Beyond your Blog and the Shifting Priority on Expressions Over Impressions. With the help of moderator Doug French, we spoke to a room of bloggers about how they can use their interests, expertise and offline affiliations to partner with brands in ways that extend beyond the blog. This includes extended and one-off brand ambassadorships and partnerships.
We discussed how blogger/brand relationships are like dating – it takes a sincere effort from both parties to make the relationship work. Monica from Whirlpool added a family metaphor, explaining that once bloggers are in the Whirlpool “family” they are always part of the team. Like a family, we are interested in bloggers beyond their blog, we want to learn about their entire sphere of influence – online and offline. There was plenty of blogger/brand “dating” at Mom 2.0. A reminder that the most enduring relationships are initiated face-to-face.