May 9, 2008
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
Today's Friday Fun is for the Divas. The girlfriends - Carrie, Samantha, Charlotte and Miranda - are back in a Sex In The City film. For me SITC means shoes shoes and more shoes. Well okay throw in Mr. Big, some great fashion, cosmos, friendship and fun in NYC too.
Meghan Cleary, aka Miss Meghan, The Shoe Therapist, is running a Sex In The City Designer Shoe Contest. Once a week, from now until the SITC opening (May 30th), Miss Megan will be giving away a pair of designer shoes. Very special is that all are women-owned luxury shoe designer brands who are taking the footwear industry by storm: Tashkent, Diana Broussard, Goldenbleu and Eileen Shields.
"Things don't always turn out to be your fantasy that's why you need friendships that are real to get you through it all." - Carrie Bradshaw. Divas, life can find a way of getting in the way of life. So take out your calendars or blackberries and schedule a GNO with your best girlfriends. 
Maybe, as suggested by Mary one of my dear GNO friends, a SITC movie and beverage night. Perhaps you'll even be wearing
designer shoes ;-)
The official Sex In The City movie site complete with a lame blog.
Bloggy disclaimer: Meghan Cleary is a client .. and as you can imagine a very fun one!
Apr 24, 2008
It's always a delight, and sometimes a surprise, where blogging can take you and who you might meet along the way.
This week's adventures in social media led me to interviewing (The Real Women of WowOWow Tell Their Stories) four amazing women - Mugsy Peabody, Iris Odonata, Suzanne de Cornelia and Suzanne Conti - who reached out to me about a post (Girlfriends Just Want To Have Fun .. Social Media Style!) I wrote about several new communities targeting women. By the way the comments are worth a click.
I felt the vintage vixens' feedback was valuable, in-depth, research for wowOwow and I wanted to help these women reach the founders. So .. I dropped an email, via the site's contact us form, with hope that it would make its way and wowOwow might benefit from their community members' insights. 
Joni Evans, CEO of wowOwow, responded to me. Athough she declined an interview for Diva Marketing she graciously agreed to let me post our email volley where she tells a bit about her vision of for wowOwow and how she is listening to the convo. Thanks Joni .. next step is to encourage your peeps to really engage with the wow women. Btw .. still don't get why they don't oh well ..
Sidebar: Click to expand the graphics
Read more in the NYT interview with Joni Evans, Liz Smith, Lesley Stahl and Whoopi Goldberg conducted by Joan Juliet Buck who is a contributor of wowOwow.
Apr 18, 2008
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
Today's Friday Fun is being turned over to Mugsy, Iris, Suzanne and Suzanne, a few of the women who are the heart of the the WowOWow - Women on the Web site. However, Girlfriend, they are not the founders (media celebrities: Liz Smith, Lesley Stahl, Peggy Noonan, Mary Wells and Joni Evans). Nor are they are paid employees. Nor are they are formal volunteers. In fact, they have had little to no interaction with the women who launched WowOWow. And that was what mystified and intrigued me.
A little background .. early this week I wrote a post about three social networking communities, Dove, Shine by Yaoo! and WowOWow - Women on the Web, that are targeting women .. and not only "mommy bloggers." A couple of the WowOWow women reached out to me to tell me their reasons for being involved and committed to a community where the founders/contributors seldom engage with their peeps.
I had several reasons for this post. I wanted to share these four
amazing women with the Diva Marketing community; and in doing so, give
them a platform to tell their stories about their WowOWow experiences.
The learnings about how to build social networking community is
evolving and we continue to learn from each other.
At first I thought the post might find its way to the ladies who lunch, the founders, and perhaps help them understand/encourage them to be more "social"
within their own community. However, as the emails flew back and forth
among the vintage vixens (Iris' term .. love it!) and myself I began to understand these
smart, savvy women had created their own community. They didn't need,
nor were they really interested in, extensive interaction with the
founders (altho I'm sure it would be nice).
Organically they have assumed the role of
community managers. As anyone who has been involved in online community knows influence grows with interaction. The vintage vixens want to be
involved in the development of what they consider to be "their community." It would be wise of
WowOWow to listen and engage directly with these women.
It with pleasure that I turn Diva Marketing over to
Mugsy Peabody, Iris Odonata, Suzanne de Cornelia and Suzanne Conti
Mugsy Peabody
Toby/Diva Marketing: What attracted you to read WoWoWow on a continuous basis?
Mugsy Peabody:
When else in history have women over 40 been actively asked to express their opinions about anything in public?
I mean, since Seneca Falls, which was when? 1848? I have always been interested in what women say when they are in a space to speak safely and honestly about their lives. Reminds me of my grandmother's kitchen on the farm, when the men were off somewhere, and the women were cooking together, telling the truth about their lives because they knew they would be heard.
Toby/Diva Marketing: What do you like best about the site?
Mugsy Peabody: What I found lots of women like me out there. It helps with the cosmic loneliness of having Mensa IQ without an interest in hanging out with a bunch of snobbish winos who smoke too much.
I really am amazed that the wowowow people didn't realize we'd want to get in touch with each other and build community.
But most of them don't just make friends with folks; they get handed "suitable" people by others to evaluate, so they probably wouldn't know what the rest of us do to hook up. Like George Sr. not knowing what a grocery scanner is.
Toby/Diva Marketing: Why the active, very consistent participation in not only adding comments but engaging other women in conversation?
Mugsy Peabody: Good conversation is one of the great rewards for dressing up our eternal souls in this human suit and lugging this corporal body about the planet for whatever alloted years we have. It's a skill I learned early on, growing up in a family not unlike J.D. Salinger's Glass family. Three brothers (one actually a rocket scientist) and parents whose brains were incandescent, and an adopted sister who glowed with smart genes. My sister-in-law is a big shot techie at NASA, e.g. All sorts of people used to gather at our house just for such conversation.
So I get some of that juice from the wowowow site -- not necessarily from the contributors or the owners (two separate sets of people) but from the posts of these amazing women who are sharp enough to have found the wowowow site in its beta state.
Toby/Diva Marketing: The big question .. why do it when the WowOWow authors seem not to be paying attention to the convos?
Mugsy Peabody: For starts, the authors aren't necessarily the most interesting women on www.wowowow.com. (And I think that really surprised them!) So we're not really talking with them alone. Certainly if they want to join in, fine. Second, I'm honing my "voice" for my own web efforts, retrieving my humor writing skills. I must say, I've been really touched and gratified by the reception I've received in this community. And, third, who knows? The WowOWow women might just learn something from the rest of us.
Toby/Diva Marketing: What advice would you give people building communities who would die for peeps like you who organically take an active role in the conversation?
Mugsy Peabody: Make it really interesting for us. For example, we loved Joan Julia Buck's piece on Ms. Streep. And Jane Wagner's Care-Toons on the earth were so fabulous. Women over the age of 40 are some of the most experienced, inciteful, "smart" folks on the planet. Even though retired "soccer moms" are routinely ignored as being an interesting demographic, that is a serious error, a blind spot on the radar, because those women are the best organizers we have, and they determine where the household dollars get spent.
I know Ms. Tomlin can get down with "just folks," but I seriously wonder how many of these people are democrats with a small 'd'. And, P.S., for godzakes, don't try to BS us, because we have BS radar for days.
Toby/Diva Marketing: What one piece of advice would you give to the founders?
Mugsy Peabody: Hire
me to help them get on track. Just one example: Whoopi Goldberg is the
only women of color on the masthead, and she hasn't bothered to fill in
her profile. Of course, that gets "read" as them saying, at the last minute, "Oh, we'd better get Whoopi, cause we'll drop a big piece of the audience if we're all white."
(Well, guess what, ladies? The whole dern rest of the country is
actually serious about pluralism! [Ms. Tomlin's support of Richard
Prior earns her a lifetime street cred on this issue.])
And of course, they've already dropped the Asian demo -- and trust
me, that's where their lack of inclusion will hurt them, cause my
Asian-American friends drop more cash at Tiffany's and on designer
bling bling than anyone else I know. As to today's blunder of talking
about how they "confuse" their "hired help" with "friends," oh, well, where do you even start with that? Hire me. I'm worth my weight in gold.
A little about Mugsy Peabody
I'm 61 years old, and live in Oakland, California. I've lived in the Bay Area since I came here with flowers in my hair, 38 years ago, and used to play pass tag on the Golden Gate Bridge with Janis Joplin. While I may walk a little slow, I still have god's own rock and roll in my soul. I don't disclose much personal information on the net, since what I have to offer here is my written stuff, and you've already got that. My beta blog site, Mugsy Peabody Online, first posting.
Sidebar: Mugsy's writing is absolutely as refreshing, funny and as smart as you would expect!
Iris Odonata
Greetings Miss Toby:
Where to start, where to start. Saw Mary, Leslie, Liz and Joni interviewed by Diane Sawyer on GMA at very beginning of site launch. Decided to visit and see what was up. Had only posted infrequently on a couple of other sites. Got drawn in by the idea of us vintage vixens having a forum for our voices. I have been awaiting this source of energy finally finding it's spark ...
Toby/Diva Marketing: What attracted you to read WoWoWow on a continuous basis?
Iris Odonata: You have and you must admit there are some of the most erudite contributors. Smart, funny, irreverent, brilliant, giving, educational and generous. Paying it forward and helping each other evolve. I am not speaking just of the Masthead Mavens. I am speaking of us just regular folks. This is Upstairs/Downstairs, Gosford Park stuff.
Toby/Diva Marketing: What do you like best about the site?
Iris Odonata: Same reason I read on continuous basis. Plus, if I can get to half of Suzanne de or Mugsy or The Old Crone's brain power. These women are mentors in a way I could never have dreamed possible. I always knew I would be late bloomer. These AMAZING! woman are a gift.
This is accelerated, cut-the-crap, no nonsense practical and pragmatic information on just about any subject you could possibly want. Suzanne de may just single-handedly jump start activism again. That woman is one force to be reckoned with. Plus, there is "culture" being discussed. Gaudi/Gehry. Feadships? Learned something new on that one.
Toby/Diva Marketing: Why the active, very consistent participation in not only adding comments but engaging other women in conversation?
Iris Odonata: Learning, teaching, being. Nice to be asked to the table. We've discussed the disappearing bees. Me thinks they are in our bonnets. This site is thought provoking and endearing, humbling and hubris busting. X marks the spot. X chromosome that is and this site will not only earn gadzillions, it'll let the boys in power know (who might be trying to learn their opponents weaknesses) swarm behavior is unpredictable. Swarm goes where the queen goes and each of us is a queen.
Toby/Diva Marketing: The big question .. why do it when the WowOWow authors seem not to be paying attention to the convos?
Iris Odonata: Yes that is a big question. Do they care? Don't they? Set the cat among the pigeons, eh? I think they'll end up with the precise focus group they want as us "first posters" start make off-line contact. We may become more watchdoggish ourselves.
The Ladies who started this aren't really in control of it. They just own it and it's going to go where it goes.
I e-mailed Mugsy this a.m. and said this site is deliciously layered, just like Baklava. There are many many threads in this web. The convo twixt the foursome yesterday, will be read much differently "those" of their "echelon." Made me think of the famous Cavafy poem, "Barbarians At The Gate."
I don't want anyone dying to get a peep like me active in convo. This site has taught me that 54 years on the planet now comes with a users fee. So yeah, make it worth my while. Either compensate me financially or engage me emotionally. If it ain't got heart, I ain't interested.
Toby/Diva Marketing: What one piece of advice would you give to the founders?
Iris Odonata: Get this thing more organized ASAP. We need a
venue just for continual/ongoing conversation, seperate from the
content exploration of daily question or brand promo. I think they get
that they are not dealing with dummies, irregardless of our
educational/geographical backgrounds. They also need to be upfront as
to why they want our input. You yourself are probably receiving scads
of useful information here so you can advise your clients as how to
best capture their market share.
A little about Iris Odonata's
Iris Odonata's bio....I am writing her memoirs now. I let you know when they are ready for publication. Sidebar: Yes, Iris please let me know when your memoirs are ready for blogging! Love your phrase vintage vixens also!
Suzanne de Cornelia:
Toby/Diva Marketing: What attracted you to read WoWoWow on a continuous basis?
Suzanne de Cornelia: I
admire the founders' highly successful media careers, and that now in their
50s-80s they are undertaking an entrepreneurial venture. I wanted to be at
the party.
Toby/Diva Marketing: What do you like best about the site?
Suzanne de Cornelia: As a former
designer I find the clean architectural look and white/black/red scheme appealing and snazzy. The content is well organized and runs the gamut
of glitzy fun to topical and serious. It forces you to reexamine your
beliefs.
Toby/Diva Marketing: Why the active, very consistent participation in not only
adding comments but engaging other women in conversation?
Suzanne de Cornelia: Three reasons
really. 1) I'm very sporty and techy and just shattered my foot and am confined to bed-rest. So the chatty site is a godsend. 2) I've been an
activist and involved in major projects my
entire life, and like to help grow
things and to support and also challenge other women. 3) Because my novel
"French Heart" will be out the end of the year and I'm also relocating to
France I want to develop an online network. The women who've thus far emailed
me from the site are Francophiles like me, including a writer who lives in
Provence where I'm headed.
Toby/Diva Marketing: The big question
.. why do it when the WowOWow authors seem not to be paying attention to the
convos.
Suzanne de Cornelia: Theoretically, I'm partly using the site as a focus group for my
book, and building word-of-mouth. In practice I wind up shooting myself in
the foot by feeling obligated to respond to factually false responses on
things like unregulated derivatives trading and how it propelled the
foreclosure crisis,
then wind up pulling freight for free. The
founders need to either become more involved in the conversations, or hire
a moderator. When Mary Wells said on Charlie Rose that they are spending all
their time on this, I thought, "Hello?!" I know nothing compels me to do
it besides some feeling of responsibility in me when I see something posted
that demands an affirmation, acknowledgement,
or correction.
Toby/Diva Marketing: What advice would you give people
building communities who would die for peeps like you who organically take
an active role in the conversation?
Suzanne de Cornelia: Match the site to a passionate market.
The political, celebrity, society gossip, wine blogs, and other specialty
sites from cats to Joan of Arc garner that kind of readership. Look at the
Top 100 Blogs on Technorati and the Yahoo Groups for clues. Mainly I think
it is something that you need a real passion for yourself otherwise you'll
burn out.
Toby/Diva Marketing: What one piece of advice would you give
to the founders?
Suzanne de Cornelia: The most popular class at Harvard today states the
recipe for happiness is finding activity that is pleasurable and purposeful.
From what I gather, WoW will be making some technical adjustment
to make
maneuvering through the site more pleasurable, and will be developing the
Change the World section in a manner that will make visitors feel more
purposeful. Those two things will really add to the site. However, there's
a certain dissonance the founders need to clarify: They write about their
lives tooling around glitzy locales, attending First Nights with
celebs, sponsors are high-end, and the weekly financial column is a summation of trends that would benefit those with hefty well-portfolios. But
when hundreds of readers responded to an economy-related question they
clearly wanted pragmatic advice.
There's a dichotomy between the
demographic they want to attract, and the one that is showing up and
demanding they be more diverse and inclusive.
Sidebar: The Change the World section launched on Thursday. It's my understanding this was one of the first times when the vintage vixens were
asked their opinions about how a feature should be developed. The energy
and excitement of helping to create the site comes through loud and
clear in comments.
A little about Suzanne de Cornelia: I managed $1 billion
in major design and construction for Fortune 100 firms and top
universities. Then an accident cost me $700K and my 20-year career. I
retrained in the UCLA writing
program, wrote my novel, and live in San
Francisco where I belong to two Web 2.0 groups.
Sidebar: Suzanne authors a delightful site My French Heart.
Suzanne Conti
Toby/Diva Marketing: What attracted you to read WoWoWow on a continuous basis?
Suzanne Conti: The caliber of the women contributing their comments - they were well informed, witty and I felt similar enough in views and characteristics to mine that we could have a real discussion of kindred souls. I enjoyed the amount of differences and new aspects in thoughts presented that stimulated serious consideration on my part on the issues. There was enough common ground to relate to each other, but not so much as to be clones.
Toby/Diva Marketing: What do you like best about the site?
Suzanne Conti: That this site brought me together and allowed me to meet and have dialog with these fascinating accomplished blogging women who have and continue to make an impact on the world. I am not a “lunch” lady - I have been too busy working at a demanding career. But I do want to join with other women to make a difference.
The whole sexism issue coming back to light with Hillary’s campaign has raised my hopes that the activism of my generation of women would be reignited. Since I started my lawsuit against my employer in 2004 for glass ceiling, unequal pay I have been deeply disappointed (not surprised though) in women’s lack of willingness to do anything about their oppression – other than whine. I have also witnessed women’s unwillingness to support other women, to unite for progress. I was hoping this Wow site would be a mechanism to unite women willing to finish the women’s liberation we started decades ago.
Toby/Diva Marketing: The big question
.. why do it when the WowOWow authors seem not to be paying attention to the
convos.
Suzanne Conti:
I am not a celebrity chaser and really could care less if they join in the conversations. I am there to talk with other women of substance who log on. These women have renewed my faith in humanity. I had no idea such thinking witty women were out there since I have spent most of my life in a male world of work as well as at home – brothers, husbands, sons.
Toby/Diva Marketing: What advice would you give people
building communities who would die for peeps like you who organically take
an active role in the conversation?
Suzanne Conti: It is all about the quality of the conversation, I am too busy to invest time reading and blogging back to small minded people and have no interest in just chatting – I am a doer- that is how I have achieved all that I have in my life I am not an idle chatter.
My husband is highly accomplished and my sons – one got a full ride scholarship to University of Michigan’s medical school and the other got a major scholarship to an art college on the east coast and was honored at Carnegie Hall for winning art awards, he also won an award that sent him to France for 3 weeks to study art there. I do not want to discuss what I sleep in and how many people I have slept with - Career women concerned about their professional reputation do not discuss such crap.
Toby/Diva Marketing: What one piece of advice would you give
to the founders?
Suzanne Conti: Reduce to a minimum - the gossip Cosmo type
trivial articles or come out and tell the bloggers what your vision and
mission statement is so we know if we are in line with your goals. Recently, I am beginning to feel WowOWow is an oxymoron – wanting
intelligent, accomplished, women of substance to log in and then they
present such trivial, gossip, superficial topics. In all honesty I had
my concerns when I saw Liz Smith was one of the founders, but had no
idea she was going to be the dominant celebrity contributor – and
apparently nobody crosses Liz Smith!
A little about Suzanne Conti: At a time when women were traditionally in administrative positions Suzanne spent the majority of her career in a management positions in the male dominated auto industry. True to her husband's assessment of her as triple A type personality Suzanne was even the youngest buyer at a major Big 3 company .
In this world of social media we continue to learn together. Toss of a
pink boa to Mugsy, Iris, Suzanne and Suzanne!
Liz Smith, Lesley Stahl, Peggy Noonan, Mary Wells and Joni Evans .. here's the secret .. you may have jump started
the convos but you are not the heart of your own
community.
My advise .. hire these amazing women to continue doing what they have been doing .. building community. Let the vintage vixens know that you are listening and involve the community in the creation process. It might be nice if you reached out in the digital world and in the offline world. However, a bit sadly, that's not really necessary.
Apr 15, 2008
Question: What does Dove soap, Yahoo!, a comedian - Whoopi Goldberg, a TV journalist - Lesley Stahl, and a gossip columnist - Liz Smith have in common?
Answer: They are tapping the hottest demographic trend in social media networking .. YOU. Me. Us. Girlfriend!
Recently BlogHer and Compass Partners co-sponsored a primary research study that provides some much needed insights about women who blog and women who read blogs. The findings were presented at BlogHer Business earlier this month. A few interesting stats from the survey. Among the respondents who participated (blah blah blah):
- 36.2 million women write and read blogs every week
- Approximately half consider blogs a “highly reliable” or “very reliable” source of information and advice about everything from products to presidential candidates.
- 24 percent of women surveyed say they now watch less television because they are blogging instead.
- 55% would give up alcohol
- 50% would give up their PDAs
- 42% would give up their i-Pod
- 43% would give up reading the newspaper or magazines
- BUT, some things are sacred … only 20% would give up chocolate!
Sidebar: PowerPoint of the study is posted at BlogHer. The link is at the end of the post.
Small wonder that within the last few weeks several social media networking sites, targeted to women, were launched by Dove, Yahoo! and a group of women celebrities. Take a sip of your skinny latte, I prefer my vanilla, and let's explore what these new sites have to offer US.
Dove
After it's successful Campaign For Real Beauty Dove (Unilver) became the darling of the marketing/advertising/pr world. The no-make-up-beauty-is-in-the-heart campaign also resonated with its target audience. Working with Ogilvy North America Dove is partnering with MSN to create dove.msn.com/
- Our goal is to become a global leader and a true digital media force by completely redefining the digital experience for women worldwide. We can do this by leveraging the Dove "real beauty" credentials -- our philosophy, compelling content and product offerings. Kathy O'Brien, marketing director Dove North America Money Central
The site is heavily branded including free product samples. Blogs, columns, discussions seem to blur together. Didn't see much participation or comments but it's early in the game. There is def lots to do on the site including games for tweens and social media profiling, ask the experts columns and product info. Demo target seems run from young girls to moms to women in general. A frustration for me was the content is "locked" .. can not be copied and pasted. Not very 'social.'
Big Question: Can Dove leverage the Campaign for Real Beauty concept
and goodwill to create a community where women will feel
comfortable and want to participate? Can you be all things to all peeps .. from young teens/tweens to 20-something, 30-something, ?-something?
Shine - Yahoo!
My first impression of Shine was .. a slick publication. There are nine categories including fashion, beauty, parenting, health, love and sex, food. Shine editors are responsible for content development. In addition blogs and articles are pulled from Yahoo!'s other lifestyles publishers (including male writers). Community members can add their comments and digg, del.icio.us, stumble, technorait and buzz up the post.
Shine is targeting the 25-54 audience - .. a highly sought-after demographic for advertisers. From a Yahoo! news article a new buzz word for this demo - Chief Household Officer. Wonder what Susan or Marianne or Jeneane would think of their new title (wink!)?
- We didn’t want to be a site just for moms or just for single women or working women, or any specific demo- or psychographic. We wanted to create a smart, dynamic place for women to gather, get info and to connect with each other and the world around them. Shine About Us Page
Big Questions: Can Yahoo! turn the "slick shine" down a notch or two? Can you be all things to all peeps .. from 20-somethings to 50-somethings?
Sidebar: Toss of a pink boa to Yahoo!for reaching out to women around the U.S., bloggers and not, asking for feedback about
Shine. I was looking forward to attending the session in Atlanta, alas! my hot water heater had
other plans for me. I won't go into details except to say walking on
squishy carpet is not a fun thing. Back in Skinny Jeans attended in CA and has a great post about her experience.
WowOWow - The Women On The Web
Here's the deal - you're smart, you're successful, you're rich, you're 40+ and you "know everybody." You want to make money, be an entrepreneur, get involved with something new on the web. Your journalist friend is complaining she is getting cut from 5-days a week to 3-days. Another chum wants to write more than about politics.
Over lunch an idea is born. Together you'll create a site where you can talk to your friends and invite other accomplished 40+ women to the conversation. It doesn't hurt that you and your girlfriends can each invest $200k or a total of a cool $1 million. You knock on your friend Tiffany's and Sony's doors for a few ads and launch a "ladies who lunch site."
Snippets from Charlie Rose's Interview with the founders: Liz Smith, Lesley Stahl, Peggy Noonan, Mary Wells and Joni Evans
Charlie Rose - When you say geared to women over 40 what does that mean?
Joni
Evans – It means women who have had experience, women who have had
education, women 
who have had careers, women who have lived.
Leslie Stahl – Virtually every woman who is a
contributor is a known person. And they are commenting and writing on
something you wouldn’t expect that person to write about. Candice
Bergen on politics. Leslie Stahl on her new mattress.
I wanted to love WowOWow. Really I did. Accomplished, smart women reaching out to a demo who had been neglected. I wanted to love WowOWow. Really I did. I love Liz Smith's wit, and Candice Bergen's savvy and Mary Wells forged paths in advertising for women and Lesley Stahl is from Swampscott, MA where my college roommate lived. I wanted to love WowOWow really I did. Behind the scenes with the cool celebs who seemed to want to include me in their world. I wanted to love WowOWow really I did. But it falls flat for me.
Maybe they don't really want to talk to us. Trust me when I tell you I have spent significant time wandering around the site. I call it a site because it's way far not a social networking community. It's rather like being invited to join the "in group" in high school and then being ignored. In the Charlie Rose interview (he asked great questions but the women danced around giving straight responses) the founders made a big deal about the "conversation." However, few join in on their own conversations to talk to the peeps.
Sidebar: There are several women who actively comment and encourage conversation on many, many, many of the posts. Suzanne de Cornelia, Mugsy Peabody and Suzanne Conti. WowOWow has hired five employees and call me cynic but I can't help but wonder if these are them.
Maybe they don't really like us. In chat about privacy Julia Reed commented: I read somewhere that like 10 times the amount of people now Google themselves as did five years ago. I mean, you know, just … not people like Candice, who have reasons to be written about. What does that mean?
My ah ha moment is .. I don't think the founders of WowOWow get what
social media or building a social media networking community is about.
In the Charlie Rose interview when asked what blogs they read, Drudge
and news sites a la the Huffington Post (not a big surprise) were
mentioned. Women of the Web do you know there are vibrant communities of
women bloggers who are your target audience?
However, barely a few weeks old the site is doing quite nicely thank you kindly. My favorite bit in the Charlie Rose interview was when Joni Evans stopped herself because she wasn't "allowed to talk about" the site stats. Liz tossed off, “Go ahead. You have 100 books on the best seller list you can talk about any damn thing you please.” So she did. Average length on the site about 8.5 minutes - as of April 8th. Not an earth shattering piece of information. If the number of comments = success than out of the virtual box WowOWow is a huge success. Some posts are pulling in 20, 30, 50 comments and some have hundreds.
For me the lesson learned is that women want to express their opinions to women who they admire and might be paying attention even if there is no feedback. What does that mean? Is that part of the culture of the 40+ women .. that an outlet for expression is enough even if there is no conversation or response from the author? Is that what the political blogs have taught us? That it's enough to state your opinion but don't expect a response from the candidate? Or is it just as the SNL character Linda Richmond said, "Talk among yourselves."
Big Questions: Is this is a play toy for the founders or can they sustain the writing into year two and beyond? Will WowOWow turn into a female version of the Huffington Post (no shame in that)? Is it all about the celebrity?
Update: Suzanne de Cornelia and Mugsy Peabody DMed me. Neither they nor Suzanne Conti are part of the paid staff. To be continued ..
Mar 13, 2008
Diva Marketing Talks is a live, internet radio show. 30-minutes. 2-guests. 1-topic about social media marketing. Why? To help you understand how to participate in the "new" conversation without getting blown-up. Miss today's show? You can pick it up as a podcast.
Today's Diva Marketing Talks with Yvonne DiVita, President and Founder of WME Books and author of the popular blog Lip-sticking and Deanna "Dede" Sutton, Editorial/Creative Director of Clutchmagazine.com. Clutch Magazine is the new face of the urban “it” girl appealing to every side of today’s multicultural woman. Join us to find out why when it comes to marketing to women, as Yvonne say, "Social Media: A Match Made in Heaven."
Topic for March 13, 2008: Social Media Opens The Purse Strings .. Marketing To Women
Time: 6:30p - 7p Eastern/ 5:30p - 6p Central/ 4:30p -5p Mountain/ 3:30p - 4p Pacific
Call-in Guest Number: 718.508.9924
Guests
Yvonne DiVita
Yvonne DiVita is the author of Dick*less Marketing: Smart Marketing to Women Online, a book about getting those baby boomer icons Dick and Jane to buy at your website.
She is also the president and founder of WME Books.com, a division of Windsor Media Enterprises, LLC. WME is an Author Services Company specializing in Print-on-Demand technology, blogs, and community building events. Yvonne’s background stretches to those bygone days of the early Internet, where she was a web content writer and worked in several technology start-ups. After publishing her book, she decided to become a publisher. Today her focus is on helping aspiring authors, especially those writing business books, make wise publishing choices, and works to help her authors market their books once they are released.
Yvonne maintains a blog at Lip-Sticking with a focus on the women’s market. Her other blogs include the publishing blog: AHa Blog, a blog about blogging: WME Blog, a blog about her author’s book: Windsor Media Blog, and Beneath The Cover, about the POD (print on demand) process. She also writes and manages a petblog for Purina.
Yvonne is the President of the Rochester Chapter of Women in Communications; she is a past-president of the Rochester Professional Consultants Network, and is the VP of Web Communications at the Rochester Chapter of the American Marketing Association.
Deanna "Dede" Sutton
Deanna Sutton is the founder and creative/editorial director of Sutton Media. Sutton Media is the publisher of Clutch Magazine and Brown Fashionista (scheduled to launch May 2008). Since its relaunch last April, Clutch Magazine has become one of the leading online magazines for multicultural women ages 18-34. With a passion for all things social media, Deanna recognizes the power and opportunity that the new media platform presents. At Sutton Media, Deanna is responsible for business development, marketing initiatives, and editorial and creative direction.
Prior to launching Sutton Media, Deanna worked as an integrated marketing professional where she assisted in media relations, account management and other client activities. Some of her accounts included Sara Lee, Kroger, Starbucks, Wal-Mart, and Philips Consumer Electronics. Deanna graduated from Saginaw Valley State University with a Bachelor of Arts degree in Marketing.
Tips From The Diva Bag
Complements of Yvonne DiVita
Marketing to Women using Social Media: A Match Made in Heaven
- Women are talkers - that's been proven scientifically with differences in brain chemistry (women's brains connect left to right more effectively making them better at communicating and remembering), which makes using social media a natural marketing tool for those in the know.
- Women are the social creatures. They like being in the presence of other women - to learn about life, and family, and even finances. Social media is a natural fit for connecting. It drives word of mouth and it creates avenues of exploration not previously available to women. (more sharing, more comparing, and more questionning)
- Marketing to women is very much different than marketing to men - NOT because we have different body parts, as so many assume. It's because we THINK differently. Once you get your mind around how we think, you begin to understand why we love using the net - it really lets us be us.
Complements of Deanna "Dede" Sutton
- Use niche bookmarking sites such as Sk-rt in addition to Digg, Delicious and Furl to help connect with potential readers.
- Partner with like sites/or brands to help spread the word about your product/service. It is a very beneficial tactic for both participants.
- Don't under estimate the power of link building or adding. This will help raise your rank and exposure.
- Social Media provides a very powerful and fresh platform for all, especially women make sure to take the time and research in order to position your self and your brand.
Can't call in but have a question? Drop a comment and I'll ask it for you. Let me know what you'd like Diva Talks to chat about. Don't forget Diva Marketing Talks morphs into a podcast.
Update: Don't miss the After Show when Yvonne and Dede talk about the difference in how Boomer and Millennium women connect online.
Links mentioned on the show WOWOWOW Soccer Mom Myth By Michele Miller and Holly Buchanan Dick*less Marketing:Smart Marketing To Women Online
Feb 6, 2008
It's a rainy day in Georgia and just as I was wishing for something to distract me from gray skies into my email in box popped this message: Your Guide to a Fabulous Kiss from Lancome. Well Girlfriend, who could resist a click to open that one? Of course I knew it would be a promotion but I was anticipating fun and flirty. A prelude to Valentine's Day perhaps.
The copy drew me in. Yes! Red stilettos, cocktail dress and a hot midnight affair would be lovely diversions as I sipped coffee and procrastinated which project to tackle next. I was ready to take a break. I was ready to play with the brand.
Click. I engaged. I was taken to a product page. Where was my Guide to a Fabulous Kiss?? So I click on another link and another and another. Guess I made Lancone's stats soar (smile). I saw lipsticks in lovely shades but where was there the Guide to a Fabulous Kiss? Needless to say, I was disappointed and became less enchanted with the promotion because it didn't deliver what I anticipated.
Sidebar: Note the subtle language change above. I went from "my Guide to a Fabulous Kiss" to "the Guide to a Fabulous Kiss."
Well, diva dahlings, I still was not ready to go back to work. I began to imagine how Lancome could have taken what started as a promising email campaign and turned it into a fun, flirty consumer generated content strategy. Let's play with the wonderful headline - Your Guide to a Fabulous Kiss.
Perhaps the guide begins with asking - What is a kiss? .. and don't get x-rated on me. Keep it clean and sophisticated. A kiss could be a kindness to someone that shows how much you care.
Then it moves into asking you to tell the the story of your first kiss and or perhaps your most memorable kiss. Which might be the kiss you gave your new born bebe. Or the kiss you received from your dad before you went to college.
A la American Idol .. ends with people uploading videos singing one of my favorite songs from Casablanca .. As Time Goes By. You must remember this A kiss is still a kiss, a sigh is just a sigh.
How about a joint promotion with NECCO to create a new sweetheart saying for the famous
candy heart that actually is produced for Valentine's Day? We could add
a widget and a Flickr page and have the community vote. Make your own candy heart.
Perhaps it ends with a kiss of kindness - a charity chosen by the winner.
Lessons Learned: Great copy can draw in your customers but take care to understand what expectations might occur. Try new ways to engage your customers with your brand that is personal and meaningful to them.
Feb 1, 2008
Spent last week in Miami speaking at The Women's Congress conference. The Women's Congress is a 2-year old organization with a mission to bring small business owners and corporate executives together for mutual learning. 
I knew the conference would be great. What I didn't know was the day would be inspired by change.
My thanks to Rebecca Weeks, Director of Business Development, Real Girls Media Network, Inc. for the invitation to moderate the panel on Web 2.0. In addition to Rebecca our session included two other savvy divas - Anne Murray, Senior Director of Interactive Marketing, Southwest Airlines and Virginia Simmons, Online Communications Manager, The ONE Campaign. Sidebar: Biz Blog Profile interviews coming soon. Love that networking online and off digital too!
Companies are tightening their training and travel purse strings and one of the first to feel the pinch is professional development conferences. Moments before our panel we changed direction. We decided to merge the Web 2.0 and social media sessions. So .. we tossed out the preplanned Powerpoints and the agendas. We pulled chairs into a big Conversation Circle and in true bloggy style, and similar to what I had done at the Healthcare Summit last fall, we trusted in our audience to tell us what they wanted to know. And they, of course did! Again, the feedback we got was "Best session I attended." "I learned so much." I must admit that having successfully gone down this road before I was pretty comfortable with the formate and new direction. Something to be said of experience. (smile)
Sidebar: Slides from the Healthcare Summit are posted. If you're looking for a basic 101 How to Create A Blog Strategy check it out.
What made this especially fun was my friend and winner of the Entrepreneurial Champion for Women Award (!) none other than Ms. Lena West, xynoMedia Technology, was the moderator of the social media panel. The panelists included Nina Kaufman, Making It Legal, and Cory Edwards of Symantec. Yes, the conference did include a few smart men .. and Cory is that indeed.
The session on Leadership And Change Change Management was particularly interesting to me since for so many companies a dive into social media marketing constitutes not only a new strategy but a change in company culture. The panel members not only shared their experiences about leadership, change and how women are likely to handle change differently than men (more talk, more involvement, more sharing of information) but were inspiring. The prestigious panel included: Jeri Dunn, Chief Information Officer, Bacardi Limited, Juanita T. James, Chief Communications Officer, Pitney Bowes Inc., JoAnn Lilek, Chief Financial Officer, DSC Logistics. Lisa Gibbs, Executive Business Editor, The Miami Herald.
For your reading pleasure my notes and a few random thoughts.
"Ships are safe in harbors but that's not where ships are suppose to
be." Like sailing a ship change involves risk but you don't grow unless
you sail out of the harbor." Jeri Dunn, Chief Information Officer, Bacardi Limited
On Change
- Systems are just tools.
- People often feel that change is a threat that is done to them on a personal basis.
- Remember when you institute change within an organization you also change people's lives.
- It's critical to clearly articulate both the vision of the new direction and why the need to change.
- You need to learn the rules before you can change them.
- You can not influence change in isolation .. it takes team work.
- The role of communication in change management is critical for both
(internal) employees and (external) stakeholders e.g., customers, media,
shareholders. Communication must include: listening, understanding and then
talking.
On Leadership
- Leaders grow over time. A good leader understands the culture and how to work within to make changes. Listen to the experts but in the end you must form your own opinions.
- You may not always have all the information to make a decision but a good leader understands what is essential and what is nice to have.
- Understand the role of everyone in the organization and treat all with respect.
- Employees will share knowledge with you if you ask them; don't overlook some one who appears shy or quiet.
On Mentoring and Personal Learning & Values
- Get yourself a good mentor. Mentors come in different packages; you may find a
mentor in a peer or a younger person.
- As important, help others realize their
full potential.
- Make yourself vulnerable. Openly seek and accept feedback from wherever you can get it. Learn not to take it personally.
- Your personal values must align with the values of your organization if there is a disconnect that's when the work and your life begins to unravel.
You can not define yourself by your work, by your title or by your position. Those are things that people can give and take away from you. Juanita T. James, Chief Communications Officer, Pitney Bowes Inc.
Nov 26, 2007
"Do you have to play games to make a relationship work?" - Cary, Sex In The City
And if you do play games shouldn't you at least know the rules? Social media marketing is turning into the hottest, sexiest marketing game in town. Slap the "social media" label on your web or internet strategy and you're in the groove. Or not.
The rules of social media include: honesty, transparency, authenticity and yes indeed girlfriend, add a big dose of passion about the topic. The center of social media, or the heart, is providing the opportunity to create dialog/conversations and share ideas online. Without this type of functionality, at least in my book, no matter how clever the strategy, it is not social.
Pepperidge Farms is the newest company that according to according to the mainstream media outlets and online pubs like C/Net, New York Times, Marketing Vox, Media Buyer and iMedia Connection has launched a social media strategy called Art of the cookie. But Pepperidge Farms - I can't find the social.
The articles quote Michael Simon, vice president and general manager at the
Pepperidge Farm snacks division, "The goal is understanding your consumer, understanding what's important to them and how to connect to them in a relevant way." Mr. Simon seems to have great intentions - "We started with this notion of wanting to move our communication
with our consumers from telling them about us to having a dialogue with
them." But Pepperidge Farms - I can't find the social.
The Art of the cookie campaign is all about how women can can connect and reconnect with friends. The micro site includes videos and photos of the campaign spoke-person's trip cross country. There are lots of tips on how to renew friendships and some ideas that even include using Web 2.0 tools like web videos, photo-sharing, blogs, texting. But Pepperidge Farms - I can't find the social.
Jeff Jarvis has an excellent take on the absurdity of the campaign. While I agree with him for the most part, I think that if Pepperidge Farms had followed the Dove model and opened it up to the people who they spent so much time and money researching in the first place .. the women who told them that life has
become so hectic that spending time with friends over tea and cookies .. or appletinis and tapas (tho I do like tea and cookies and I bake awesome brownies too!) .. gets lost in day-to-day life .. it could have been a great way to build community and give back to their community too.
Instead of static pages of ideas from Pepperidge Farms about how to connect with friends Let's Get Social! Michael Simon if you're listening in on the conversation here's an early holiday gift of how to turn Pepperidge Farm's Art of the cookie .. Social!
- Hear (podcast) the stories told by the women themselves not a company or a spokesperson.
- Learn how mothers and daughters stay in touch during the teen years.
- Find college roommates and celebrate those friendships at cookie parties. Perhaps a blog or vlog reality show of how several women try to find their friends from college, or high school or even kindergarten.
- Create videos of the special traditions that help us stay connect.
- Develop a Flickr or photo sharing page complete with tags.
- Develop a widget that downloads songs that bring back memories of the way we were.
- Launch a blog about GNO (girls night out) ideas.
- Create a wiki where any women can add her ideas.
- Tap into women from the Wild Women Blogger W List.
Perhaps Pepperidge Farms develops a community voted a la Digg contest where the best ideas win GNO spa weekends or trips to a Tuscan cooking school to learn how to bake yummy cookies or a trip to London to have high tea and cookies. Add a vlog or even a text photo blog element and what a fun viral social time we'd have with you.
Giving back to the community - Perhaps Pepperidge
Farms adopts a women's shelter or inner city Girl Scout Troop. Perhaps
a GNO is helping raise funds for the cause. Perhaps it turns into
bigger way to stay connected. Perhaps the social in this social media
marketing strategy goes further than tea and cookies to changing lives.
What was your fun-est GNO? Mine was a weekend in New Orleans with Mary, Lori and Laurie complete with vampires, benoits and well .. what happens at a GNO stays in a GNO ;-) What was your best from the heart GNO? Mine was when Mary, Lori, Beth, Laurie and I adopted a family for XMAS and collected so many gifts they filled my entire car.
Nov 2, 2007
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
This summer BBF C.B. Whittemore invited me to join in the annual Bathroom Blog Fest. Anything that involves C.B. - count me in! Girlfriend, I must admit, I love wonderful bathrooms. I almost bought a
house because the bathroom had a chandelier. Honestly.
Susan Abbott and Stephanie Weaver are the creatives behind the The Bathroom Blog Fest - the blogger event that celebrates National Kitchen and Bath Month. This week bloggers from around the globe wrote about the importance of bathrooms in the customer experience with photographs and stories of great and terrible bathrooms.
Taking up C.B.'s suggestion I took a couple of photos of floors. Since it's Friday Fun let's play a Guess Which Floor Belongs In Which Loo Game. Your challenge, should you accept it, is to match the photo with the venue.
The Venues: A. Atlanta Harsfield-Jackson Airport; B. Expensive Restaurant Midtown Atlanta; C. Steak House Restaurant - Chicago; D. Cute Funky Restaurant Chandler Park Atlanta
1
Today's Friday Fun is for the Divas. The girlfriends - Carrie, Samantha, Charlotte and Miranda - are back in a Sex In The City film. For me SITC means shoes shoes and more shoes. Well okay throw in Mr. Big, some great fashion, cosmos, friendship and fun in NYC too. 
Maybe, as suggested by Mary one of my dear GNO friends, a SITC movie and beverage night. Perhaps you'll even be wearing
designer shoes ;-)
