Groupable Names Most Influential Moms Groups

Today we announced its list of the most active and influential moms groups. Our Top 100 list ranks moms groups who are among the most engaged within their socio-demographic target and who have the greatest potential to influence buying decisions.

Based on our proprietary Groupability Index, influence ratings take into account Groupable’s sponsorship activity data as well as activity from variety of social media data points including Twitter, Facebook, YouTube, Klout Score, blogs, and podcasts. The index rating is calculated based upon aggregate scores in the following categories: authenticity, engagement and relevance.

Moms GROUPS represent the most passionate part of a very influential consumer segment. This list shows that influence is more than just Twitter followers. Brands can use Groupable’s ratings as a filter to find groups that will be both responsive to marketing initiatives as well as influential in spreading the word of these brand experiences.

The following are Groupable’s Top 10 out of the 100 most socially influential moms groups*:

*Representative data points for the GI formula

We believe that a group’s collective influence and ability to spread a message can reach a much wider audience as compared to that of an individual. It’s about knowing which groups to engage with so as to maximize word-of-mouth equity. The Groupability Index provides marketers with a single reference point that captures a group’s ultimate influence potential.

For a complete list of the Top 100 Most Influential Moms, email us. For more Top 5 Influential group lists, go to http://influence.groupable.com/leaderboard

Big Brands and Micro-Sponsorship

It’s Spring and crazy micro-sponsorship is in the air.

Kentucky Fried Chicken has been busy preparing a new recipe - one for asphalt. That’s right. As part of the “Fresh Tastes Best” campaign initiated first in Louisville, KY, KFC has agreed to fill 350 potholes in exchange for the oppt’y to stamp “Re-freshed by KFC” on the roadway. It’s estimated that $3,000 will be required to fix 350 potholes in the city.

KFC and Colonel Sanders Sponsor our Nation's Potholes

The pilot infrastructure program is offering road-repair grants to cities across the country if mayors allow KFC to sponsor freshly repaired potholes with the temporary chalk, branded message.

So far, the cities of Louisville, Cleveland and Birmingham have bitten.

Mayor Daley of Chicago is also interested in the windfall and declared that he is amenable to the idea if KFC is willing to pay $25 million. That would be about $500k for the potholes and another $24.5 million to help fill the budget gap that Chicago is reeling from.

Sorry Mayor, the Colonel won’t fix all your problems - which is what KFC said to the City of Chicago, leaving a very bad taste is the mouths of Chicago citizens. Well, at least it tastes like chicken.

Final Four

Everybody’s caught NCAA fever!  Despite the fact that everybody at the Groupable office saw their bracket wrecked in the first round, we’re still following avidly.

As much fun as we’ve had watching teams disappear, it seems one important group of people hasn’t caught March Madness.  The Detroit News reports that corporate sponsors are trying to keep a low profile around the Finals, wary of negative publicity from event sponsorship.

The Big Three automakers are the most concerned.   When their CEOs took a corporate jet to Washington to ask for taxpayer bailout money, they got slammed by the press.  Now they’re looking to avoid any show of excess.  GM cut back on many events and hospitality around Detroit, while Chrysler chose to donate nothing at all to the festivities.

At Groupable, we think this is the wrong approach to corporate sponsorship.  As University of Michigan professor Bettina Cornwell put it, “I think it’s a pity that people don’t understand sponsorship as a win-win proposition for the community and for the business.”

When corporations choose to invest in their community, the public seldom sees it as a sign of waste.  Rather, it sends a strong signal that the corporation is a good member of its community who is willing to spend its own money supporting the events and causes its customers hold dear.   A well-executed sponsorship is never something a company should feel the need to hide.

Large brands may have forgotten how to generate a powerful bond with its customer base, but local sponsors are a bit more savvy.   With little league season starting up soon, local businesses across the country are proud to write checks to demonstrate their commitment to the kids in their community.   As the parent of a Little Leaguer, I can attest to the fact that this commitment counts extra in this difficult economic climate.

So even if they’re trying to keep a low profile, we nevertheless issue a big thanks from the NCAA fans at Groupable to businesses who have chosen to help the Final Four.  Without your giving, we might not have been able to enjoy Saturday’s games.

Little League Sponsorships - A Successful Model

When the equation works intuitively for both the group and the sponsor and no complicated valuation metrics are required, the model runs like a well-oiled machine. In youth sports, the advantages for both sides are such that year after year local sponsors wanting visibility, the goodwill of the community and a leg up on their competition, put anywhere from $25 to $1000 for the privelege of associating with youth baseball or other sports.

The wide range of sponsorship types also allows sponsors from a wide variety of trades, industries and services to participate in meaningful ways in these important community events and resources.

In an informal Groupable study and poll, just how varied the sponsorship opportunities are is a testament to the ingenuity and resourcefulness of volunteers nationwide.

Here are some of the more tradtional AND more off-beat ways in which sponsorships in youth baseball have been offered and sold for this upcoming 2009 season:

Gold Sponsorship

Fuzzy Bunny

1. $250 - gets your logo on a team uniform AND a date with the commissioner of our league [picture here - CA]
2. $300 - sign at [field name] and a free bunny, the real kind, not chocolate - IN
3. $150 - Gold Sponsorship - $250 for a chance to win a gold watchdonated by Feldman Jewelers
4. $400 - Rose Sponsorship - a dozen roses for every win your sponsored team gets (payable in May in time for Mother’s Day)
5. $500 - Corporate Sponsorship in honor of your favorite player. You’ll get $100 back if your honoree wins the best sportsmanship award
6. Big Shoe Sponsorship - $50 times the average shoe size of the coaches on your sponsored team

And so it goes…do you have any ‘innovative’ sponsorships that you’d like to add?

Municipal Micro-Sponsorship: Another Success Story

Suffolk County Legislator Lou D’Amaro (D-Huntington Station)

Lou D’Amaro (D-Huntington Station), an innovative local politician in New York’s Suffolk County, has found a creative solution to his county’s budget woes.  Ripping a page from Groupable’s playbook, he recommends local sponsors be allowed to sponsor suitable locations within his county’s park system.  In his own words:

“Sponsorship of suitable parkland facilities provides an excellent opportunity to both generate much-needed funds and the goodwill of businesses throughout Suffolk County.  It is a definite win-win situation for everyone involved.”

Under the proposed plan, the Park Commissioner receives the authority to design sponsorship opportunities that are both relevant and tasteful and prioritize local businesses with good community standing.  D’Amaro’s plan reinforces Groupable’s philosophy.  We believe whenever groups and sponsors connect at the micro-level, they’re able to negotiate deals of extraordinary benefit to both parties.

Groupable wants to help connect groups of all kinds with sponsors.  In this instance, the “group” in question is the entire population of Suffolk County.  If the county government really wants to remain innovative as sponsorship trends evolve, we recommend they turn to Groupable to manage this program.  In any case, we’re excited to watch how this program develops.

Note: Groupable does not endorse candidates for political office.