I recently completed the planning of a grass roots social media program for a retail client operating in a single major market. The retailer wanted to use social media as a way to get the local community excited about a new offering. They felt that social media might be a good way to build some excitement at low cost.
On their behalf I reached out to four Mom blogger networks: Twittermoms, SV Moms, The Mommy Blogger Club and Blogher. Two of them got back to me quickly with well thought out proposals: A Tweet-Up to get moms together to launch the campaign, followed by a blogging campaign that would feature a competition. The competition would then be judged by a panel of mom bloggers. The other two just sent me their rate card to place ads on their networks and sponsor an event.
I will spare you the gory details of the proposals but it was interesting evaluating them based on the value they would return. Two of them estimated that they could get about 150-200 bloggers in the client's market reaching 225-300,000 moms through the blogging campaign. On a CPM basis, one proposal cost around $7 per thousand which seemed reasonable. Two others had CPM of $15 and $50 per thousand, which seemed insane. But judging by how well these firms are doing, clients are lapping it up despite that.