moms in business magazine september 2011
DESCRIPTION
The magazine for executive, entrepreneur and ceo moms.TRANSCRIPT
Moms In Business Magazine • September 2011 • PAGE 1
Parents in the Dark about Teenage Dating Abuse
Google'sNew Ranking
Measures
TheCrowd-Whisperer
The10 Don’ts of Corporate Social
Media
Sally Outlaw
Northern CaliforniaHere WE Come!
PAGE 2 • September, 2011 • Moms In Business Magazine
PAGE 4 • September, 2011 • Moms In Business Magazine
If
Gina Robison-Billups; NAFMIB Founder, CEO
NOTES From The Founder
“I’m theIce Cream Sundae
of My Life”
you read my portion of the magazine regularly, I think it’s beginning to sound a little like I watch a lot of Oprah. Actually, I should watch more of it because the six or so times a year that I get to watch the show, I always seem to come away from the show with a bit of profound knowledge. Such was the case this week when I saw a rerun of Jenny McCarthy on Oprah. Jenny was talking about her
life and break-up and the lessons she learned from that. Then she said, “Others are the whipped cream, but I’m the Sundae of my life”.
I thought this was a brilliant statement. Our lives should be like an ice cream sundae – all scrumptious, luscious, and yummy. Okay, so not every moment, but the overall “look-back”.
The surest way to come out of this life full of bitterness and anger is when we give so much that we’ve turned that sundae (our life) into a disgusting, left-so-long-it’s-been-forgotten, sour, rancid mess because we kept focusing on the whipped cream instead of the sundae.
If your sundae has gone rancid, no amount of whipped cream is going to fix it. In fact, a rancid sundae will surely make everything else you put on it bad. YOU are the one responsible for making your sundae out of the best ingredients – the ingredients you love most – friends, health, career, time alone, etc…whatever floats your toppings.
And likewise, if you put the best ingredients in your sundae, the whipped cream will taste amazing.
I’m thankful to Jenny and Oprah for this episode. I happened to see it on a day I was on the couch, feeling sick to my stomach from stress. I had hit my “wall”. I literally felt like I couldn’t move forward anymore – in anything. I wasn’t depressed. I wasn’t angry. I don’t know what I was. I just felt like I was nothing. I was lost.
I needed an answer, and instead of me going to the freezer for a pint of ice cream, the ice cream came to me.Ice cream makes everything better.
Have a magnificent September!
Gina Robison-BillupsFounder/CEO
Moms In Business Magazine • September 2011 • PAGE 5
Moms MinutesImportant Tips and Briefs
NewsUpdates
Moms Vote MattersInstant Impact Legislative Update
EventsFeatured events, conferences and more
NOW
from the Founder/CEO, Gina Robison-Billups
4
INSIDE SEPTEMBER
NOTES
61012
Sally Outlaw
2011
About Our Contributors
Money Management Int.Money Management International (MMI) is a nonprofit, full-service credit-counseling agency, providing confidential financial guidance, financial education, counseling and debt management assistance to consumers since 1958. MMI helps consumers trim their expenses, develop a spending plan and repay debts. Counseling is available by appointment in branch offices and 24/7 by telephone and Internet. Services are available in English or Spanish. To learn more, call 800.432.7310 or visit - www.MoneyManagement.org.
20
Sarah SkerikSarah Skerik is vice president, social media, for PR Newswire. Her responsibilities include product development, managing PR Newswire’s social media programs and blogging for the Beyond PR blog, where she writes about digital PR, social media and SEO. In previous roles with the company, she has managed the core wire service, including SEO, content syndication, audience development, media relations, customer reporting and targeted distribution products. Sarah is a frequent and well received speaker on the subjects of social media, search engine optimization and PR measurement. A graduate of Miami University in Oxford OH, Sarah also earned an MBA from Notre Dame.
Davia B. TeminDavia B. Temin is President and CEO of Temin and Company Incorporated, international reputation and crisis management, strategic marketing, media and public affairs counsel. Temin and Company helps corporations and other institutions create, enhance and save their reputations -- through strategic marketing, positioning and organizational consulting, media relations, media and speaker training, and crisis management. Clients include some of the world’s largest and most well-known corporations, financial institutions, pharmaceutical companies, law firms, consulting firms, publishing houses, private equity and hedge funds,etc.
20
21
22
24
23
STANDOUTGetting New Clients - It’s No Longer Just Your Proposal That Is Being Looked At
Seventy-One Percent of Employers Say They Value Emotional Intelligence Over IQ
More Kids Footing Their Own Bill For College
The 10 DON’TS of Corporate Social Media
Google Now Measures “Enthusiasm and Authenticity” for Search Engine Ranking
From Soccer Mom to Power Mom
On The Cover
14
FEATUREThe Crowd-WhispererSALLY OUTLAW
16
Now Accepting Article Submissionsfor the National Association ofMoms In Business Magazine.
For guidelines and submission information visit the NAFMIB Writer’s Guidelines
26
PAGE 6 • September, 2011 • Moms In Business Magazine
Recently released research reveals a high incidence of data breaches affecting small and mid-sized businesses. According to a survey by the Identity Theft Resource Center ® of 226 security breaches, 44 percent of the victims in the first half of this year were businesses with assets of under $35 million, which lost in aggregate 3.6 million customer records. Verizon’s 2011 data breach report of 759 occurrences conducted in collaboration with the US Secret Service shows 63 percent of last year’s breaches involved organizations with no more than 100 employees.
Jamie Orye, an underwriter who manages the US Private Enterprise/Small Business Technology team for Beazley, said: “Cyber criminals view small businesses as easier targets than their larger, more technologically sophisticated counterparts. They have limited resources to protect themselves, and with more modest incomes, these small businesses have more to lose.”
“Firms should also realize they may not be off the hook for a breach just because their data storage and management needs are outsourced. They will need to find out if their IT service providers are covered for data privacy issues,” said Orye.
An article titled “Top Misconceptions that Leave Small Businesses Susceptible to Data Breaches” provides additional details on this topic and is available on the Beazley website: www.beazley.com/pe.
Moms Are More Than MinivansMoms MinutesNOW
John “Moose” Bednarchik and Suzanne “Suzy” Cody are not your typical automotive engineers. He’s an admitted “fitness nut” who got a second chance at life after nearly dying of a heart attack at age 33. She’s a blue-haired, Camaro-driving, roller derby-playing mom. Together, they’ve helped shape the design of Chevrolet’s most fuel-efficient midsize car ever, the 2013 Malibu.
Because of their work, more than 60 counts of wind drag have been removed as a result of the new Malibu’s shape and fine-tuning of the car’s exterior design. These aerodynamic improvements give customers up to 2.5 miles per gallon more on the highway. Overcoming wind resistance can account for one-third of the fuel used at highway speeds.
Suzanne Cody defies any preconceived notions associated with engineers. By day, this 34-year-old mother of two works to make the all-new Malibu more efficient. At night, she is “Shovey Camaro,” a member of the Bath City Roller Girls derby team from Mt. Clemens, Mich. Her derby number of “6.2L” pays homage to the power and size of the V-8 engine in her 2010 Camaro SS, and her blue hair displays her passion for GM.
“When all the other moms pull up to school in their minivans or crossovers, I arrive in my Inferno Orange, 426-horsepowerCamaro Coupe with my blue hair and twin child seats in tow,” said Cody. “I usually get a few laughs and some stares, but roller derby has given me the confidence I need to aggressively work toward my goals. For a lot of people, their work and private lives are fairly well segregated, but that doesn’t work for me. I apply the same passion at the roller derby and at work, to benefit our customers.”
Improving the aerodynamic efficiency of the new Malibu wasn’t easy. Bednarchik and Cody’s testing is detailed and exhaustive, at times requiring midnight shifts in GM’s wind tunnel in Warren, Mich. They test aero changes as small as 1 millimeter at a time, and they may test one part of the Malibu multiple times until they are satisfied they’ve achieved the most efficiency possible.
“Ultimately, we were able to design the Malibu so that drivers around the world would benefit from aerodynamics, or free fuel economy for our customers,” Bednarchik said. “It’s amazing when I think that the design decisions we made in the wind tunnel could save Malibu buyers around the world hundreds – if not thousands – of dollars at the pump.”
Top Misconceptions That Leave Small
Businesses Vulnerable to Data Breaches
Moms In Business Magazine • September 2011 • PAGE 7
Moms Minutes
Nearly two-thirds of parents who responded to a new survey say they are inclined to spend more on apparel items, including jeans, tops and shoes, for this school year versus last year. Though they may spend more, parents will be using newspaper ads, circulars and loyalty programs to track down deals throughout the season, according to the joint survey by Sears and BlogHer, Inc. While the economic state of the nation continues to have an impact on spending—with the National Retail Federation finding that families will on average spend less on back-to-school shopping than last year(1) – the just-released survey indicates that what parents are looking for above all is value.
Highlights of the national survey of more than 700 respondents include:
u More than 60 percent of moms surveyed claim cash is the number one form of spending for back-to-school items, followed by credit cards (28 percent) and checks (four percent).
u Four out of 10 families will do most of their shopping right before school starts or after school is back in session, yet almost half (47 percent) are keeping an eye on all sales and specials throughout the summer.
u While online shopping and mobile apps serve as useful tools for moms on the go, eight out of 10 parents (83 percent) will conduct their back-to-school shopping in-store, with more than 60 percent using circulars and 31 percent relying on loyalty programs to get the most out of their budgets.
Shopping for jeans is an enduring back-to-school tradition that we will continue to see, with almost one-third (31 percent) of respondents to the Sears/BlogHer survey, citing denim as a primary apparel item they would be inclined to spend more on. Furthermore, nearly half (46 percent)
National Survey Reveals Parents Willing to Spend More on Apparel
This School Yearindicated that they would buy two to four pairs of jeans per child, while more than two-thirds (68 percent) of moms plan to keep costs down by spending less than $50 per pair.
72% say price is the number one factor when shopping for
school supplies this year
Back-to-school is back in season and retailers are gearing up for the growing group of deal-seeking consumers that are expected to hit their school supply shelves. In a survey recently completed by Parago, the nation’s largest rebate provider, 97% of moms who plan on shopping for back-to-school supplies said they plan to look for sales or specials and 72% say price is the number one factor when shopping for the items. This number is up compared to a Parago survey completed earlier this year that found 67% of shoppers think the most important factor when shopping for everyday household items is price.
Rebate awareness has also increased among consumers today. According to mothers who plan on shopping for back-to-school supplies in 2011, 54% plan on looking for or purchasing back-to-school items that offer rebates this year. Of this same group, only 39% said they looked for or purchased items that offer rebates in previous years.
63% of moms shopping for school supplies this year will use coupons. Comparison shopping will also be popular, as 63% of moms said they plan on shopping in two to three stores for their back-to-school lists. According to recent PriceGrabber® survey data, 69% of consumers plan to shop online and use comparison
shopping sites to save money, compared to only 23% who said they would in 2010. In addition, 41% of shoppers indicated that they will visit retailer websites to print out coupons, versus 33% last year.
Retailers have already stocked their back-to-school aisles for the $68 billion that is expected to flow from K-12 and college parents’ pocketbooks in preparation for the upcoming school year, according to the National Retail Federation. This is an increase from the $55 billion spent in 2010 on back-to-school shopping. US families with children in grades K-12 are expected to spend an average of $603.63, just a few dollars short of last year’s average of $606.40. According to Parago, 75% of mothers shopping for back-to-school supplies will spend about the same or more this year compared to 2010.
Source: http://twitter.com/#!/paragoinc
PAGE 8 • September, 2011 • Moms In Business Magazine
Moms Minutes
Parents in the Dark About Teen Dating Abuse
Delivering more than 40 percent of the world’s mail and reaching every business and residential address in America six days a week requires the dependable, ubiquitous vehicle fleet of the U.S. Postal Service. The world’s largest civilian fleet delivers more than 167 b i l l i on pieces of mail to more than 150 million addresses, along 230,000 routes, logging 4 million miles a day, with 215,000 postal vehicles, of which more than 44,000 are alternative fuel-capable.
“The Postal Service’s fleet of alternative fuel-capable vehicles is the nation’s largest green fleet, and uses a variety of alternative fuels including electricity, ethanol, compressed natural gas, liquid propane and bio-diesel,” said Dean Granholm, vice president, Delivery and Post Office Operations. “These vehicles allow us to deliver mail in a more environmentally responsible way.”
From fiscal year (FY) 2009 to FY 2010, USPS replaced nearly 6,600 o l d e r gasoline-powered vehicles with more fuel-efficient vehicles and increased use of alternative fuels in postal vehicles to 2.2 million gasoline gallon equivalent (GGE), a 9-percent increase.
“Green mail delivery methods helped the Postal Service increase alternative fuel use 133 percent from an FY 2005 baseline, well ahead of the goal of 10 percent by 2015,” said Thomas Day, chief sustainability officer. “The Postal Service has a long, proud tradition of testing and using more efficient methods of transportation, including the first electric delivery vehicle, in 1899. It’s all part of the Postal Service’s leaner, greener, smarter, faster sustainability call to action.”
A Fleet of Feet and Bicycles Help Keep Fuel Use and Costs DownAs suggested by the recently issued Choose to Walk and Ride a Bike Go Green Forever stamps, USPS delivers mail using nearly 9,000 “fleet of feet” walking routes and nearly 70 bicycle routes. Add to that 31 propane vehicles, 30 electric step vans, 13 three-wheeled electric vehicles, 5 electric long-life vehicles (LLVs) and 10 mules on one contracted mail delivery route in the Grand Canyon, and these green mail delivery methods help USPS avoid the use of nearly 18,000 gallons of petroleum fuel each day. With 303 delivery days a year, green mail delivery helps USPS avoid using nearly 5.5 million gallons of petroleum fuel per year, which adds up to millions in savings.
Green Mail Delivery Saves Postal Service Millions
Nearly 10 percent of U.S. high schoolers report being hit, slapped or physically hurt by their boyfriend or girlfriend in the past year, according to the latest data from the Centers for Disease Control. And nearly one in four have been victimized through technology, according to a nationwide survey by Liz Claiborne Inc. and the Family Prevention Fund.
To help raise awareness of teen dating violence and the dangers of digital abuse, BeSmartBeWell.com shares the story of Kari, a high school girl who went from an ambitious achiever to a tragic victim of teen dating violence.
BeSmartBeWell.com/Domestic-Violence is a website that features life stories, interviews with dating abuse experts, resources, and tips to help parents start a conversation about teen dating violence and safe relationships.
PAGE 10 • September, 2011 • Moms In Business Magazine
NOW News
support — through SuccessLink graduates at all levels of business are connected with influential women in business, seminars and coaching. Scholarships and stipends for childcare and transportation are available for very low-income women to ensure that no one is turned away for lack of financial resources. Women’s Initiative administers a revolving loan fund, disbursing loans ranging from $1000 to $25,000, and links women with asset building opportunities, including matched savings accounts called Individual Development Accounts (IDAs) where participants’ have the potential to double their savings for capital investments.
We are so excited to partner with this exciting and energetic team of individuals dedicated to helping mom business owners. The team and our Northern California Member Circles are lead by Julie Castro Abrams, the CEO of Women’s Initiative for Self Employment in the San Francisco Bay Area. Under Ms. Abrams’s direction, the training-based, microlending program has generated a return of $30 to the local economy for every dollar spent. Further, Ms. Abrams is responsible for the organization’s expansion from three to fourteen locations throughout the San Francisco Bay Area, increasing the number of women trained and receiving microloans by tenfold, and generating an estimated $480 million social return on investment.
Ms. Abrams has served as the treasurer of the California Association for Microenterprise Opportunity (CAMEO), a leader in non-profit sector for twenty years; Ms. Abrams speaks nationally and internationally on U.S. economic development, microenterprise and microfinance, anti-poverty strategies, and women’s issues.
We just couldn’t be prouder of working with such outstanding women!
Go to http://mibn.org/site.php/spgs/read/california to read all about it, and sign up today!
Northern California
Here We Come!We are proud to welcome
Californiaas one of our newest Member Circles!
The National Association For Moms In Business
has partnered with Women’s Initiative to offer Counseling, network, and support services to
Moms In Business members!
You can access the Women’s Initiative benefits and your Moms In Business benefits at the same place!
Women’s Initiative is a not-for-profit agency. Our mission is to build the entrepreneurial capacity of women to overcome economic and social barriers and achieve self-sufficiency. Women’s Initiative has proven that women create jobs for themselves and others, access the mainstream economy, and increase their economic self-sufficiency when they are given business planning and financing support. By assisting women-owned businesses throughout the San Francisco Bay Area at our seven training sites, Women’s Initiative directly contributes to the economic growth of communities. Our graduates have started and expanded over 1,600 businesses from photography studios to catering companies and mechanic shops. In 2006, 301 new jobs created by our graduates. Help for Women Juggling Business and LifeWomen assess their businesses and entrepreneurial readiness through our comprehensive business management and personal development training. Women’s Initiative believes in ongoing
Have You Filled Out Your Business-Profile Promo Webpage Yet? You Have a public Business-Profile complete with discussion forum and blog links: Member profile pages are public and can act as your business webpage. You can also use the free blog feature to highlight products, services or just your regular blog postings. You also have access to the forum where you can highlight things on your blog that you featured on sales, discount or anything else.
Your blog and forum posts also get publicized on the @momsinbusiness twitter and on the Moms In Business facebook page!http://mibn.org/site.php/arti/read/add_yourself_to_the_membershi/
Moms In Business Magazine • September 2011 • PAGE 11
NEWS continued
As we mentioned in last month’s issue (July 2011), we are very excited to also welcome Debbie Donaldson as the National Sales Manager. This month we’d like to welcome two more wonderful women to our advertising and sales team that will be working within Debbie’s leadership.
Debbie Donaldson, NAFMIB National Sales DirectorPresident & CEO of Sunspark Communications, a full service advertising, marketing and public relations firm. Experience includes more than 25 years in publishing, management, marketing and sales for Fortune 500, Inc. 500 and media industry leaders.
Purpose in life: Cheerleader on a mission.Debbie currently serves as an executive board member, North Las Vegas Chamber of Commerce, as board member at large and past president, American Advertising Federation-Las Vegas (AAF). Previously she served as a member of Southern Nevada Human Resources Association’s “Best Places to Work” committee for eight years.
She developed and introduced an annual publication of In Business Las Vegas (now VEGAS INC.) that published and distributed the contact information of more than 5,000 local non-profit organizations to more than 30,000 business decision-makers in the city.
Debbie credits her first “serious job” of motherhood for some of her success, “I raised two exceptional children who grew into impressive adults with families of their own, and who today contribute in a positive way to society. This fulfilling job – motherhood – provided the lessons and experience I am the most proud of.
Ronda HendersonRonda Henderson is a wine aficionado, motor cycle enthusiast, and most importantly, a savvy business woman. Originating from Takoma Park, Maryland, Ronda graduated with a Bachelors degree from the University of Maryland (Fear the Turtle!), focusing on government, economics, and a growing interest in golf. After working on the operations side of several multi-national companies and trying her hand on the professional golf tour, she obtained an executive sales position with a small start-up printing company in a very competitive market, the Baltimore-Washington corridor.
A passion was born! Using her natural ability to put others at ease and clearly communicate an effective win-win solution, Ronda’s sales revenue grew the small company from two employees to fourteen in just over four years.
Las Vegas offered another opportunity for her to perfect her sales skills and after being here for a year, Ronda decided to start her own business, doing what she does best…..selling for and partnering with dynamic companies.
With over a decade of sales experience, Ronda is an expert in her field. Her solid work ethic and professional hands-on experience have quickly made Service Point a much referred and sought after business partner. Ronda has hand selected her team and supports them throughout all the aspects of the business. She embodies an ethic of personalized service, elegance, and fun for both her customers and employees. Balanced with the knowledge of a seasoned expert and a unique blend of skill, Ronda has created an organization that is a necessity for any growing company.
Kelli VazProfessional, personable, detailed, dependable, organized, superb attitude and a problem solver. That’s Kelli. Customer-centric thinking drives Kelli to develop and implement solutions that will provide long-term benefits to our customers.
As the key force behind much of the Business Development and Account Management solutions Service Point provides, Kelli excels at recognizing revenue and growth opportunities for our customers. She is persistent and consistent when engaging in outside sales activities and displays an easy finesse when managing our customer’s key accounts.
Kelli has a Bachelors degree in Business Management coupled with over twelve years of exemplary operations management, account management, and customer service experience across various industries. She also has the very rare experience of being native to Las Vegas. Kelli’s first passion is spending time with her eleven year old daughter, followed by yoga, cooking, and traveling.
Moms In Business Adds to Sponsorship and Ad Sales Team
PAGE 12 • September, 2011 • Moms In Business Magazine
NOW Moms Vote MattersMomsVoteMatters.com
Moms Vote Matters is a program for moms in business to learn, influence, communicate, and engage in community and national policies that effect their families and their businesses
Powered by the SBE Council
StartupS and Small BuSineSSeS are a critical part of our economy
They provide the majority of new jobs and salaries that are used to purchase goods (food, gas, rent), and stimulate the economy. However, Startups and Small Businesses need cash to fund their businesses and hire Americans. With the financial meltdown, the traditional means of business financing (bank loans, credit cards and venture capital) are no longer available to 98% of businesses because banks are holding on to their cash, credit card interest rates are exorbitant and private capital is only available to a select few. Without access to cash, thousands of businesses in 2011 will not start or grow and that means fewer jobs and a weaker US economy.
There is a solution. It is called crowd funding – regular Americans, choosing to invest small amounts of money in small businesses in their communities. However the SEC doesn’t allow the average American to invest at all because of regulations written almost 80 years ago. Sign our petition (click here to read the full version) to voice your agreement that the SEC should make our commonsense modifications to these regulations to provide a reasonable level of investor protection (anti-fraud & transparency) while easing the restrictions so that capital can flow to startups and small businesses from individuals who want to invest small amounts of money in them.
The National Association For Moms In Business in partnership with the SBE Council is leading an effort to modernize outdated securities laws that will help boost the availability of capital for small businesses and entrepreneurs. The SBE Council is educating lawmakers and regulators about a new regulatory framework that will unleash capital and protect investors.
Help us reform outdated rules that impede entrepreneurship, and place the U.S. at a competitive disadvantage. Help make crowd fund investing legal! Sign the “Startup Exemption” petition below.
The Moms In Business Grant was the first-ever crowdfunding business grant in the nation, and it was truly a ground-breaking program. By promoting this legislation, this may give moms in business more opportunity to succeed in the Moms In Business Grant program.
Access to Capital Important to You? Help Make Crowdfund Investing Legal - Sign the Petition Today!http://www.startupexemption.com/#axzz1VPMBGNSL
PAGE 14 • September, 2011 • Moms In Business Magazine
NOW Events
Moms Making A Million Radio ShowLISTEN LIVE:Moms Making a Million - A Fast-Paced Fun Weekly Radio Show On Saving, Earning & Investing Money 8:00 AM PACIFIC TIME - 11:00 AM EASTERN TIME
Call-in Number: (646) 378-1417; www.MomsMakingaMillion.com
Every FRIDAY at 8AM
Moms In Business Grant 2012 - COACHINGMoms In Business Grant is the first-ever crowdfunding business grant in the nation! We launched this innovative program in March 2011, and it was a brilliant success. See more at www.MomsinBusinessGrant.com.
We are doing it again for 2012 and giving one lucky mom a chance to win $15,000 in business growth tools and cash. We are also giving all of our members a head start for 2012 by starting a coaching series in July 2011 for grant applicants to have all training to substantially increase their chances of success the Moms In Business Grant program.
Coaching is every FOUR (4) weeks on Friday (NOT every last or first friday, etc.).
September 23 and October 21, 2011
For members of the NAFMIB PowerMom NetworkTM. Details of program can be found at PowerMomNetwork.com. PowerMom Conference inThe Westin Georgetown, Washington DC Sold Out
Invitation Only. The Power Mom NetworkTM Summit is a private event open only to members of the Power Mom NetworkTM -- a private, exclusive and trusted social and business network of mom entrepreneurs and corporate mom executives to receive support, peer mentorship, friendship, strong relationships, business growth, connections and advocacy. If you are interested in finding out more about the Power Mom NetworkTM and becoming a member, please go to www.PowerMomNetwork.com to view detailed terms and qualifications.
October 11 - 13, 2011
Power Mom NetworkTM
Nevada Women’s Leadership Summit is a mentoring and networking conference for 200 women and girls of diverse backgrounds to share their experiences and views and to learn from one another and Nevada’s female leaders by reflecting on the challenges Nevada’s working women have had in the past, discuss our present areas of concern, and build hope and knowledge for the future. Click to www.NevadaWomensLeadership.com for more information.
September 27, 2011
Nevada Womens Leadership Summit
Moms In Business Magazine • September 2011 • PAGE 15
Moms Making A Million Radio Show
EVENTS
Visit http://www.MIBN.org to view updatesand the entire NAFMIB Calendar of Events
PAGE 16 • September, 2011 • Moms In Business Magazine
On The Cover
Sally OutlawGRB: What does your company do?
SO: We offer an online funding platform for people who need to raise capital for their businesses, their creative ideas, and now for educational experiences for kids as well.
It is a fairly new industry called “crowdfunding” - it’s a grassroots approach to raising money from your social & professional network in small increments (so instead of needing to know one person who could give you $5,000 for your business venture, you reach out to 100 friends, family & fans who can perhaps offer $50. each). The nice twist to our offering is that the person needing the funding offers tangible rewards to those who contribute so we say it’s much more of
GRB: Thank you so much Sally for sharing your life, successes and your amazing launching of Peerbackers.com less than a year ago.
GRB: Sally, please tell us about your family
SO: I have two amazing children - a daughter Madison, who is 13 (yikes!) and a son Brendan who is 11. They are already smarter, braver and more interesting than I am! They have also been the inspiration for a pivot in my business whereby we went from a focus on helping entrepreneurs to recently engaging some business partners who work with kids so we are now expanding our services to encompass new directions due to my children.
The Crowd-Whisperer
Moms In Business Magazine • September 2011 • PAGE 17
Continued on page 18
Sally Outlaw
a “guilt free” way to reach out for capital and support. GRB: Why did you go into this business/career? Tell us how you got started.
SO: I’ve been a life long entrepreneur - even in elementary school I held a carnival in my backyard where I made all the games and charged folks to come. I don’t know what it is; I just can’t stop myself from seeing good ideas and wanting to act on them when they hit me (a tad like I feel when I see chocolate!). I guess you could say my recent company, peerbackers, is a result of all these years of starting ventures as the single common denominator is always needing capital to launch or grow.
One Friday night I was at home - after yet another week of trying to raise capital for a new business - and I saw a TV show about a guy in England who was upset that all the billionaires owned the sports teams so he decided to start the first web-community owned soccer club where he would raise money $50 at a time though annual memberships and use this money to literally buy a soccer team. He raised over $400,000 this way and they bought a team. I got so excited when I saw this as I thought why couldn’t we do this for small business? I don’t have an impressive Rolodex of folks I can call on for thousands of dollars but I was sure I had 100 friends & family members who would help me with $50 each so I figured other entrepreneurs probably would as well. And...that’s how peerbackers, our crowdfunding site, got started!
GRB: What has been the single hardest part of being in this business/career? How did you deal with that?
SO: Well I think that - like with all entrepreneurs - you feel if you “build it they will come” so I started this venture thinking “wow, once I provide this fantastic new funding option for small business owners they will flock to the site to raise the capital they need”. Of course, this didn’t happen! So the hardest part of launching this venture has been getting
the word out to the right people and growing the business. Luckily, I realized this would be a challenge fairly early on so my solution was two fold - pursuing press attention and, more importantly, securing partnerships.
Through both of these avenues we’ve now had really nice growth and momentum and we’ve been covered by everyone from The Wall Street Journal to Entrepreneur and Women’s Day magazines. By the way, I’m a BIG fan of partnerships for growing your business - to align with entities who already have an audience that need your product or service, I think, can be key to success.
GRB: What’s your greatest achievement (or what are you most proud of personally and professionally)?
SO: What I am personally most proud of - of course - are my kids. What makes me happiest about my parenting is that I worked really hard to expose them to every opportunity - whether it was instruments, traveling, auditioning for things, working with me in my businesses, or even being an extra in a national TV show (through a family friend) - and I can now see how much this has paid off as they are very dynamic kids, real risk-takers. Professionally I’d say I’m most proud of what I’m doing now as I HATE to see money (well the lack of it!) stand in the way of a good idea and through offering our platform to folks, this problem can now be solved.
GRB: What’s on the horizon for you and your business?
SO: One never quite knows - that’s the fun part! Actually, I guess I’d have to say that our focus will be on continuing to find partners that make sense for our business - those we can strategically align with whose members or clients need a funding vehicle. We’re looking now at aligning with educational and non-profit initiatives as well as other start up/entrepreneurial programs at Universities, etc. I’m just constantly scanning the horizon for how our platform can help folks.
PAGE 18 • September, 2011 • Moms In Business Magazine
Richelle ShawContinued from page 19
GRB: How do you manage it all? (Work/life balance tips, etc).
SO: I’m not sure I DO manage it all so well! I struggle with the same guilt every other working mother does but I guess my comfort is in knowing that I never miss the really important moments. I am home with my kids when they are sick or I am celebrating with them when they have their achievements (large or small!). Yes, I wish I had more time to volunteer at their school, but I am able to attend every Mother’s Day Tea, or band concert, or Honor Roll breakfast the school hosts so ultimately I feel like this is what my kids will remember. Also I do think being a working Mom instills in them a sense of
what it takes to be successful out in the world - they see you really have to work for things - and frankly I think watching how I adjust to and tackle the business challenges that come my way has helped them easily deal with change & challenges in their own lives.
GRB: What advice do you have for other moms in business?
SO: Involve your kids in your business if possible. When I was in the television business and used to edit my shows at home, I’d have my daughter (when she was like 5),
Moms In Business Magazine • September 2011 • PAGE 19
help me rewind all my video tapes and when I had my real estate business my son would run around distributing the free magazines my company printed. Even now with peerbackers, I sometimes give them computer tasks to do for me so they have always been a part of what I’m doing. The only difference now is that they demand to be paid for their help! (I guess I taught them entrepreneurial skills a little TOO well!)
GRB: Have you experienced gender bias? If so, how?
SO: I’ve had gender bias work in two totally different ways for me. When I was doing business in Russia many years ago, I found being a woman worked - surprisingly - to my advantage there.
I think all the business men and politicians I met (and had to convince to support my endeavors there) just didn’t know what to make of me...a twenty-something young American gal sitting in their office asking for access. I honestly cannot think of a time in Russia when I was not able to convince them to give me a green light for something I wanted to do (whether it was to start a cranberry growing operation or permission to live with & film their elite military force for a documentary I did for The Discovery Channel). I know I would have encountered more resistance and suspicion if I were a male in that environment.
That being said, in my last venture before peerbackers, I started a real estate company in a small North Carolina town and had tremendous difficulty dealing with a man with whom I had to work. In an effort to grow my realty company, I bought a property management firm owned by a gentleman who I then had to take on as a consultant for awhile and he would not give me the time of day as a woman! I could ask him a direct question and he’d literally wait until my male co-founder was around to answer. He did it with rental inquires from women as well - he’d call them back and ask for the husband. Anyway, no matter what I did, there was zero respect from him so I found that interesting - especially since he had an awesome wife and a daughter of his own. I never quite understood that!
GRB: Do you have a “breaking the glass ceiling” moment of your career?
SO: Not really as I pretty much always started my own companies, which meant I didn’t really have a ceiling to break :-) That is certainly a bright spot amongst all the difficulties inherent in entrepreneurship!
GRB: Who has been your greatest inspiration?
SO: My Doctor, my kids’ school principal, the black belt Taekwondo teacher my son has, my friend who is a best-selling children’s author - these are all strong women who are excelling in what they do. I just adore no-nonsense women who can lead with grace, agility, and compassion and I draw inspiration from them every day.
GRB: There has never been an association bringing together mom decision-makers and influencers until National Association For Moms In Business. What do you think the world would be like if moms in business were in charge?
SO: We’d have a solution to the debt crises in our country for sure! Also, Moms in Business rocks as we need a national voice to represent us and having the support of an organization like this can only help us succeed in all facets of our endeavors.
Even though there are times when I have had to take an important call hiding from my kids in my car (parked in the driveway), for the most part I am lucky as my children are now old enough to not disturb me when I need to conduct business calls or am on deadline to complete an important task. Also since they are now in school from 9-4, I feel like I am finally back in control of my daytime hours. That is not to say that I still don’t get the poorly timed phone calls from the school nurse or the desperate phone call from Student Services that my daughter has forgotten her flute and it needs to be delivered immediately...being a working mom means the derailing of your To Do list is inevitable. But on a daily basis I am able to review & respond to submissions to our website from those hoping to post, answer questions & provide encouragement/feedback to our site users, research new partners including conference calls with them, send out our social media updates, etc I also conduct crowdfunding workshops at Universities & business incubators.
Two important things I also do daily that I’d suggest to other Moms in Business is – I receive google alerts for my topic (“Crowdfunding”) so I always read through these and see what my competitors are up to and I also read through the HARO alerts (“Help A Reporter Out) that come to my box. Both google alerts and HARO are free services that I highly recommend - google alerts are emails sent to you when Google finds new results (such as web pages, newspaper articles, or blogs) that match your search terms and HARO pushes queries to you from journalists needing story sources - a fantastic way to get free exposure for your business. Like most entrepreneurs - moms or not - my day starts at 6:30am and ends sometime after midnight..including work, scout meetings, baseball practice, fencing, Taekwondo and flute lessons. I often skip showers, meals and sleep but somehow my “To Do” list never seems to get any shorter!
A Day in the Lifeof
Sally Outlaw
PAGE 20 • September, 2011 • Moms In Business Magazine
B2B MomsPowered By: Business 2 Business Moms
Bringing Business Buyers 2gether with Business Moms: Building Relationships 2 Build Your Business
STANDOUT
experian®, the global information services company, launched its Business Owner Background Report(SM), a new patent-pending service that combines Experian’s commercial data, consumer data and proprietary technology to link business owners and principals to their current and previous business interests, identifying risks that may be overlooked with traditional risk-assessment tools.
“Business owners may have hidden risks that could affect the way their business meets its financial obligations, such as undisclosed financial commitments and previous fraudulent activity. In the current economy, it is more important than ever to identify these risks before they result in potential credit and fraud losses,” said Allen Anderson, president of Experian’s Business Information Services. “We developed the Business Owner Background Report product line to provide unprecedented visibility into a business owner’s relationships by combining our extensive consumer and commercial data assets with state-of-the-art analytics, enabling users to reduce credit risk and increase profitability.”
The Business Owner Background Report provides a comprehensive view of the business owner by identifying liabilities across all known business associations that may represent a credit risk. The report includes the time frame of the individual’s association with the business and the financial condition of each of the business owner’s current affiliations, allowing users to evaluate a business owner’s risk across all of their business assets.
Additionally, Business Owner Background Report assists
users in reducing fraud by verifying application information, validating that an applicant is an authorized representative of a business, identifying suspicious activity associated with the owner’s consumer credit file and revealing associations with individuals and businesses that may have been associated with fraud losses in the past.
Business Owner Background Report enables users to: u Identify a business owner’s or principal’s current
business interests and historical affiliations u Reveal liabilities and commercial credit
performance across all of a business owner's current affiliations
u Identify conditions and relationships that suggest an owner or a principal may be linked to fraud
u Prioritize commercial collection efforts based on an owner's business assets
u Uncover additional contact locations for more successful commercial debt collection
For more information about the Business Owner Background Report, BusinessIQ or Experian’s other
advanced business-to-business products and services, visit http://www.experian.com/b2b.
This article and more resources and events can be found at www.B2BMoms.com. Join Us for our
Meet the Buyers Conference!
it’S no longer JuSt your propoSal that’S Being looked at
Getting New Clients
Moms In Business Magazine • September 2011 • PAGE 21
Seventy-One Percent of Employers Say They Value Emotional
IntelligenceOver IQ
Hiring: MomsPowered By: Hiring: Moms
A Place for Moms to Find Great JobsA Place for Companies to Find Great Moms
With smaller staffs, higher stress levels and uncertainties around the economy, are employers changing what they look for in prospective employees? Thirty-four percent of hiring managers said they are placing greater emphasis on emotional intelligence when hiring and promoting employees post-recession, according to a new CareerBuilder survey. Seventy-one percent said they value emotional intelligence in an employee more than IQ.Emotional Intelligence (EI) is a general assessment of a person’s abilities to control emotions, to sense, understand and react to others’ emotions, and manage relationships. The national survey –conducted May 19 to June 8, 2011, with more than 2600 hiring
According to CareerBuilder Survey
managers and human resource professionals – reveals that EI is a critical characteristic for landing a job and advancing one’s career.
Fifty-nine percent of employers would not hire someone who has a high IQ but low EI. For workers being considered for a promotion, the high EI candidate will beat out the high IQ candidate in most cases – 75 percent said they’re more likely to promote the high EI worker.“The competitive job market allows employers to look more closely at the intangible qualities that pay dividends down the road – like skilled communicators and perceptive team players,” said Rosemary Haefner, vice president of human resources at CareerBuilder. “Technical competency and intelligence are important assets for every worker, but when it’s down to you and another candidate for a promotion or new job, dynamic interpersonal skills will set you apart. In a recovering economy, employers want people who can effectively make decisions in stressful situations and can empathize with the needs of their colleagues and clients to deliver the best results.”
When asked why emotional intelligence is more important than high IQ, employers said (in order of importance):
• Employees [with high EI] are more likely to stay calm under pressure• Employees know how to resolve conflict effectively• Employees are empathetic to their team members and react accordingly• Employees lead by example• Employees tend to make more thoughtful business decisions
• HR managers and hiring managers assess their candidates’ and employees’ EI by observing a variety of behaviors and qualities. The top responses from the survey were:• They admit and learn from their mistakes• They can keep emotions in check and have thoughtful discussions on tough issues• They listen as much or more than they talk• They take criticism well• They show grace under pressure
Survey MethodologyThis survey was conducted online within the U.S. by Harris Interactive© on behalf of CareerBuilder among 2,662 U.S. hiring managers (non-government) between May 19, 2010 and June 8, 2011(percentages for some questions are based on a subset, based on their responses to certain questions). With pure probability samples of 2,662 one could say with a 95 percent probability that the overall results have a sampling error of +/- 1.90 percentage points. Sampling error for data from sub-samples is higher and varies. For more information, visit www.careerbuilder.com.
Looking for a great job? Looking for great people?
If you are, then you need to join the National Association For Moms In Business and start getting
involved in our www.HiringMoms.com program. It’s brand new!
- More than one-third of employers are placing greater emphasis on hiring and promoting people with emotional intelligence post-recession
- Sixty-one percent of employers are more likely to promote workers with high emotional intelligence over candidates with high IQ
PAGE 22 • September, 2011 • Moms In Business Magazine
Moms Making A MillionPowered By: Moms Making A Million
Helping One Million Moms Creat a PathTo One Million Dollars in Personal Net Worth
One Million Dreams, One Million Moms, One Million Dollars
More Kids Footing the Bill ForTheir Own College
As
By Money Management International
STANDOUT
an increasing number of college-bound students are expected to foot the bill for the cost of obtaining a higher education.
Î Lesson No. 1: Keep lines of communication open. Will you be expected to get a job while you are in school? Will mom and dad be pitching in to cover the cost of your books? These are all questions that need to be addressed. The financial expectations of both the student and the parents need to align in order to develop a solid plan.
Î Lesson No. 2: Be realistic. The best way to prepare your finances for life away at school is to first school yourself on the basics of budgeting. Simple expenses such as doing laundry and going out to eat can add up quickly, so don’t forget to factor those costs into your budget. Your budget should also contain some personal savings for emergencies, unplanned expenses, and any other savings goals you may have.
Î Lesson No. 3: Track spending for the first semester. You may be surprised how quickly small expenses can add up. For example, grabbing a cup of coffee and a bagel each morning before class can end up setting you back more than $100 a month. Tracking your spending will help you refine your budget once you
can clearly see where your money is actually going.
Î Lesson No. 4: Set goals. Whether you’re saving for a Spring Break trip or a new pair of jeans, setting goals will help you stay within your budget and keep you motivated. Make a list of short-term, mid-term and long-term personal financial goals, and then prioritize your list based on importance.
Î Lesson No. 5: Consider consequences. Although this applies to all aspects of student life, it’s especially important when you’re making big financial decisions. Opening up a credit card when you’re young may seem harmless, but if you’re irresponsible with your spending, you could end up with a low credit score and high debt, which could affect your ability to rent an apartment, buy a car, or even get a job.
If you need help creating a budget, the counselors at Money Management International (MMI) can help. MMI offers free budget and debt counseling to those who need help with budgeting, money management skills, and credit issues. VisitMoneyManagement.org for more information.
Join www.MomsMakingaMillion.com for free membership, free workbooks, free workshops and advice to help you get the financial information you
need in a supportive and safe atmosphere.
With the cost of college tuition skyrocketing and the average college
graduate’s student loan debt tipping the scales at more than $20,000, there are some crucial financial lessons students should learn before they
step foot on campus.
Moms In Business Magazine • September 2011 • PAGE 23
By Davia Temin
Giveaway ConnectionPowered By: Giveaway Connection
The Leading Giveaway Resource Site
The Don’tsof Corporate Social Media
“It is the Wild West out there in the world of corporate social media. Every organization knows it should be doing something, but is not sure what,” says strategic marketing,
reputation, and crisis adviser Davia Temin. “Mistakes made in the immediacy of social media can ruin the brand capital companies have spent years building.”
In an 11-part series concluding today on the “don’ts of corporate social media” on Forbes.com, Ms. Temin, CEO of Temin and Company, addresses 10 common missteps in corporate social media efforts. The series is part of her ongoing column, “Reputation Matters.” It was co-written with Temin and Company social media intern Ian Anderson.
“Boards, CEOs, CMOs, and corporate marketers are fairly adept at judging and managing the value, efficacy, and quality of conventional marketing and media strategies,” says Ms. Temin. “But because social media seems so ‘black box’ to most executives, it’s easy for companies to get off-track and off-message in this arena.”
“Some companies act like robots in their online communications, cutting off any real engagement with their consumers,” she says. “Others ‘seduce and abandon’ – letting websites and online campaigns stagnate, often unmonitored, leaving ‘orphan’ pages and frustrating potential customers.”
“Social media is not a place where anything goes. There are important ‘don’ts’ for chief executives, CMOs, and corporate communications executives to remember when formulating and executing their social media strategy,” she adds. “Ignore these at your peril.”
The 10 Don’ts of Corporate Social Media
1. Don’t #1: Don’t Over-Market, Be Social 2. Don’t #2: Don’t Act Like a Robot; Show a Human Face 3. Don’t #3: Don’t Forget to Engage: Hold Conversations 4. Don’t #4: Don’t Seduce and Abandon, But Know When
to Leave5. Don’t #5: Don’t Let the Interns Handle Your (Entire)
Social Media Presence 6. Don’t #6: Don’t Be Stupid; Be a Thought Leader
10
7. Don’t #7: Don’t Be Indiscreet or Illegal 8. Don’t #8: Don’t Be Afraid to Admit Mistakes 9. Don’t #9: Don’t Forget to Use Your Brand’s Network to
Create Love from “Like”.10. Don’t Forget to Leverage Your Community
Strategy, The One “Do” Amidst the Don’ts – Wrapping Up “The 10 Don’ts of Corporate Social Media” Series
The 10 Don’ts of Corporate Social Media” is being developed into a white paper, to be published this fall. Davia Temin is founder and CEO of Temin and Company, which advises global companies, their boards, CEOs, and leadership teams on reputation and crisis management, marketing and media strategy, leadership communications, and thought leadership. She is also First Vice Chair of the Board of Girl Scouts of the USA, Chair of the Board of Video Volunteers, and serves on the advisory boards of the Knight-Bagehot Fellowship at Columbia Journalism School and ProPublica, and onHarvard Kennedy School’s Women’s Leadership Board. Visit: http://www.teminandco.com.
Do you use giveaways to market your business, or do you just love to find out about the latest in giveaways
being offered? Join the www.GiveawayConnection.com community of over 1500 followers and find the best
things in life really can be free!
PAGE 24 • September, 2011 • Moms In Business Magazine
MARKETING WITHOUT MONEYMarket Your Business
Powered By: Market Your Business Without MoneyHow do you grow your business without breaking the bank?
Creativity, Ingenuity, and Resources are the answer.
STANDOUT
of social networks. In other words, building (and linking to) enthusiast content, and connecting that content with key audiences is fast becoming a very good idea.
There are a few reasons why this is the case, and I’ll start with search engines. I’ve been musing on a series of blog posts appearing on SEOmoz earlier this month. If you’re a frequent Googler, you’ve probably noticed the results you see “feel” different lately, as the big engine continues to tweak its algorithms. I’m not expert enough to quantify what I perceived as different on the SERPs (search engine results pages) my searches generate, but the folks over at SEOmoz are. A recent
blog post titled “A Theory About Google: Authenticity and Passion as Ranking Signals,” nailed it.
In the post, author and SEOmoz chief Rand Fishkin noted he’s “…been getting the sense that there’s something new in Google’s algorithm – a metric or set of metrics that looks for some form of authenticity in a site and passion in the content created on a page.” Common traits of the sites he’s spotted in high in the SERPs that don’t seem to fit the profile of a traditionally optimized web site include:
z The web site is often a small, personal or niche website and is a lengthier article or piece of prose, usually rich with images and well-formatted.
z There’s almost always a sense that the piece is
Google Now Measures“Enthusiasm and Authenticity” for Search Engine Ranking
Building Enthusiasm & SEO: A Worthy(and Measurable) Outcome for PR
By Sarah Skerik,PR Newswire’s vice president
of social media.
Increasing buzz and positive sentiment around a product, concept or idea is nothing new to the field of public relations – at its core; PR is all about influencing opinions one way or another. In today’s digital age, we’re able to more strongly tie influence to outcomes. In the past, clip books measured the degree to which messages saturated media. Sentiment analysis and the volumes of conversation in online channels take it a step further, indicating whether or not conversations with the desired tone are on the rise (or, conversely, dropping, depending upon the desired outcome.) And we can take things a step further, by focusing on building and harnessing authentic enthusiasm.
From a search engine and social media standpoint, it feels to me that we’re finally coming full circle with respect to the power of user generated content and the interconnectedness
Moms In Business Magazine • September 2011 • PAGE 25
Visit www.MarketingWithoutMoney.com, a program ofthe National Association for Moms In Business
providing marketing resources, tools and training for marketing without money.
less commercial and more personal than other results, particularly in commerce-focused queries.
z The result feels like it has no SEO whatsoever, often not even a focus on keyword targeting or on-page work. It almost seems to rank in spite of itself, or the lack of knowledge the author/creator has about the rankings process.
z It’s almost always interesting and enjoyable; like stumbling across a great independent shop in the midst of a big-brand retail district (emphasis mine.)
z So, to boil this down, Fishkin is saying that Google is somehow managing to show honest and enthusiastic content that doesn’t tick the boxes on the usual criteria for high rank in search results.
This is good news for anyone who creates content, including public relations.
All around us are people who love, geek out on and are passionate about the topics our brands and organizations are promoting – even the most seemingly mundane.
To experiment, I searched a number of mundane terms that I don’t believe I’ve ever used. I upped the ante by using my work, rather than home, computer, because I don’t do much non-work-related searching on that machine (important, because Google personalizes search results.) I also logged myself out of Google.
¾ Search query: “laundry tips stains” ¾ Result: A link to “Robbie’s Kitchen,” a hobbyist blog,
was ranked #4. ¾ Search query: “vegan tips” ¾ Result: The VeganHacker blog was number 6 in the
results. ¾ Search query: “hiring a CIO” ¾ Result: A link to tech enthusiasts Scott Burkett’s blog
was number 5 on the SERP.
These blogs all had strong competition from big brands and publishers. Yet all had managed to land “above the fold” placement in search results, ahead of some of the big names. In my mind, this underscores the absolute requirement for brands to develop authentic voices – both in social networks, and in the content they produce. All shared the characteristics Fishkin noted.
Ultimately, good content is appreciated by your audiences – it’s eagerly consumed and readily shared – facts which don’t go unnoticed by search engines. And search engine rank – and the resulting qualified site traffic – are very measurable.
So, from a PR standpoint – and, let’s face it, from my standpoint as the person who’s coordinating a lot of public
facing content for my own brand’s social presences – here’s what I’ve taken away as my imperatives:
Enthusiasm is a key content requirement.Redouble efforts to find the enthusiasts within my own company. Good content needs a heavy dose of true love.
Continue to find and connect with passionate people outside the company. Curating their content – along with my brand’s – and sharing that information with my audience provides value and creates goodwill.
Edit for interest. This will be harder, because anyone who’s edited “corporate” messaging knows it can be horrifically dull and stilted. I’m hereby holding my red pen to my heart and swearing I won’t approve boring stuff.
What tips would you add for amping up the enthusiasm factor in the content surrounding your brand?
PAGE 26 • September, 2011 • Moms In Business Magazine
Continued from page 18Marketing2Moms
Powered By: Marketing2MomsThe #1 Resource and Information Center for
Marketing to Moms
STANDOUT
A new category of “mom” is changing the face of the US economy and the tactics companies use to sell products to this powerful consumer group. The influential soccer mom of the 80s, credited with voting Bill Clinton into the White House and catching the attention of Fortune 100 brands, has been replaced. Today, the iPhone-toting and Facebook-posting parents who are recommending and purchasing products beyond the soccer field and carpool lane are called Power Moms, described in a new book by Mom Marketing expert Maria Bailey. You may recognize Maria from our May
2011 Moms In Business Magazine Issue.
In Maria’s newly released book, Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice , Bailey highlights this new breed of mom, her sphere of influence, why companies should take notice, and a valuable “Little Black Book” of Power Moms (and Dads) from across the US and the world.
What makes a Power Mom? According to Bailey, a Power Mom uses a range of online and offline channels to communicate with family and friends. Power Moms talk about products and brands, ultimately influencing product purchases using platforms like Facebook and Twitter in addition to traditional book club and school meetings. The key to a Power Mom’s influence is the integration of these messages across platforms: a front porch chat with a fellow Mom about her favorite brand gets tweeted from her smart phone or posted on Facebook during naptime.
“We think about moms and we think diapers and snacks as their major purchases. However, today’s mothers are
From Soccer Mom toPower Mom
A New Generation Called Power Moms Influences Peers, Drive Consumer Purchases &
US Economy
US Mothers’ spending tops$2.45 Trillion
a year
Moms In Business Magazine • September 2011 • PAGE 27
buying everything from automobiles to computers, and using their smart phones and computers to share product recommendations, deals and coupons,” explains Maria Bailey, author of “Marketing to Moms” and herself a mother of four. “The sphere of influence of a Power Mom can make or break the sales of a company. “
The National Association For Moms In Business’ Power Mom Network www.PowerMom.org focuses on a different kind of Power Mom than what Bailey describes in her book. In her book, Bailey focuses more on the social media power of today’s moms rather than the business and policy making power of business moms who a business decision-makers and who are actively engaged in not just influencing individual purchases of others but actually buying for them. According to research of NAFMIB membership, moms in business buy for an average of 100 people and are actively engaged in policy regarding both business and social concerns. NAFMIB Power Moms have an average business revenue of $1.5 million.
The Impact of Power Moms to the Bottom line of Businesses.The typical Power Mom is a mother who is extensively involved in social media platforms such as Facebook or Twitter, perhaps writes and manages a blog and is active in community, school or local business groups. Bailey explains that when a mom needs advice on products or services, she turns to a Power Mom. “She’s the stereotypical 1980s PTA mom on steroids,” Bailey says, “with her sphere of influence reaching other moms across the US and often around the globe.” In more and more instances, a Power Mom can touch millions of mothers with the message to buy one product over another or support a particular brand or service.
u 89% of Power Moms have recommended a product to friends and family on Facebook; 82% have purchased a product based on a recommendation on Facebook or Twitter
u 75% of Power Moms who blog online hold a leadership role in a community group or offline organization and influence over 50 moms a week
u On average, Moms will “Like” 3 brands a week on Facebook and recommend the brand’s Facebook page to their friendsThese tech-savvy women flex their influential muscle by harnessing the power and reach of social media tools while still engaging with other moms and caregivers in old-fashioned settings to deliver a company’s product or brand message to peers and followers.
www.Marketing2Moms.com, a program of the National Association for Moms In Business, is leading the
charge to affordably and effectively help members more effectively market to the #1 consumer in America.
PAGE 28 • September, 2011 • Moms In Business Magazine
Continued on page 30
Founder
Gina Robison-Billups
EditorDesign/Layout
Eugenia [email protected]
Advertising: Debbie Donaldson
Published by NAFMIB, the National Association for Moms In Business. The Leading National Association Representing Executive, Entrepreneur and CEO Moms
MIBN.org, NAFMIB.org
Copyright 2011, © International Association of Working Mothers See www.MIBN.org for full copyright page
All Rights Reserved
The family. We were a strange little band of characters trudging through life sharing diseases and toothpaste, cov-eting one another's desserts, hiding shampoo, borrowing money, locking each other out of our rooms, inflicting pain and kissing to heal it in the same instant, loving, laughing, defending, and trying to figure out the common thread that bound us all together.
~ Erma Bombeck
The lack of emotional security of our American young people is due, I believe, to their isolation from the larger family unit. No two people - no mere father and mother - as I have often said, are enough to provide emotional security for a child. He needs to feel himself one in a world of kinfolk, persons of variety in age and temperament, and yet allied to himself by an indissoluble bond which he cannot break if he could, for nature has welded him into it before he was born.
~ Pearl S. Buck
The average pencil is seven inches long, with just a half-inch eraser - in case you thought optimism was dead.
~ Robert Brault
When dealing with people, remember you are not dealing with creatures of logic, but crea-tures of emotion.
~ Dale Carnegie
Scared and sacred are spelled with the same letters. Awful proceeds from the same root word as awesome. Terrify and terrific. Every negative experience holds the seed of transformation.
~ Alan Cohen