Procter & Gamble Company (P&G) is in the forefront of the sponsored conversations trend and has been very successful in forming lasting relationships with online moms and in using them as “key influencers” to market P&G products on a personal level. One of its social media initiatives, Vocalpoint, a word-of-mouth marketing campaign, uses some 600,000 moms to spread the word about their products. Vocalpoint’s sponsored conversations keep mom bloggers and readers engaged with each other through talk about the products and through the distribution of coupons. Vocalpoint has been so successful that P&G runs more than ten of its campaigns concurrently. The Vocalpoint program is effective because it focuses on women who are connectors. These women typically communicate with 25-30 women each day compared to other moms who average 5 communications per day. P&G understands that these moms network daily, so the company has developed an e-mail newsletter, Inside Track, that solicits feedback and keeps mom influencers connected and informed.
Sponsored conversations have a positive influence on brand loyalty and purchasing habits. Read the August 2009 issue of Marketing Mindset, for more insights.Download KA_Ezine_AUG_ 09