Elisa Camahort Page and the BlogHer team pose with the SheKnows team.
(Image Courtesy: SheKnows)
The two single most powerful sources of influence in reaching women online have now come together as a combined force in marketing to women. SheKnows, the undisputed leader in online beauty fashion and lifestyle has unsurpassed authority in reaching the female consumer across all age groups. BlogHer, on the other hand, has from its inception, been the leader in bringing female influencers together as a powerful block. Together they will reach 75.3 million un-duplicated unique, almost all female, visitors per month. Linking SheKnows Media’s 500 Experts with BlogHer’s distributed network of 20,000-plus social media influencers creates an unprecedented force in reaching women both through the authority of editorial expertise and the close emotional connection created through blogging.
The joint company now reaches 147.4 million social media fans, which also potentially unleashes a new force in content creation and sharing that will create a unique opportunity for brands to reach an exponentially larger audience of women both through user-generated and sponsored content.
We sat down today with BlogHer cofounder Elisa Camahort Page at the MMC offices to find out what we can expect from this new marketing to women superpower:
Q: Elisa, this has been quite a journey for you, how did it come about and what does it mean for you as a female entrepreneur?
When BlogHer was “founded,” we were just going to start a conference. We weren’t planning to start a company. It was an accidental business/company so to speak. From there we grew and had more conversations over the years.
When Lisa [Stone, cofounder of BlogHer] first met with Phillip [Guelton, CEO of SheKnows], she was taken with how much he got what we do. It was a puzzle piece that fit into what they do. We’re really the two biggest indie networks. SheKnows has key attributes that we can benefit from and vice versa. They have amazing owned-and-operated sites with tremendous reach. We have a distributed social firm that’s massive and reaches everywhere into the women’s web. We have a technology platform that allows us to manage the results of the activity and monitor, measure, report, and make predictions for what’s next in our community. Bringing that all together was like putting puzzle pieces together, and creating one super power network. It made a ton of sense for both companies.
What type of impact do you feel this has on the power of women and the women’s voices in the marketplace?
We’re both obviously women-focused and we reach more women than ever. It speaks to the power of women as influencers and consumers, in that we’re coming together and forming the #1 most influential women’s network. Hopefully this creates more opportunity for women to do their work and get their voice heard, and leverage BlogHer as a platform – whether that’s for their livelihood or promotion of their passion projects.
What are the implications for marketers to women?
It allows you to get more done in one place. It’s not only having the large reach and owned-and-operated sites, but it provides a distributed social network and the social amplification on the destination sites, more opportunity for video, as well as more opportunity to integrate conference and live events. When you’re trying to land a deal, we can now make guarantees for engagement by using historical data to make guarantees about the outcomes of different campaigns with different levels of participation with different levels of influencers.
Will this change BlogHer’s community at all and the fundamental content verticals and conferences?
I’m hoping it brings more firepower to the conferences and opportunities to film and share them. With their video capabilities, especially with StyleCaster on their site, we can take things to the next level. For example, we’ve done a fashion show twice before this and it’s been very grass roots. Their video skills and commitment to design and aesthetic, as well as focus on style and beauty, are all areas that will help the conference be a little hotter and a little more beautiful.
And of course I’m excited for BlogHer 2015 in New York next summer! The last time we were here Obama opened the conference, and Martha Stewart, Katie Couric, Soledad O’Brien, and Christy Turlington Burns all spoke on the main stage. New York brings a certain “je ne se quoi” that gets you a lot of exciting stuff.
How has the BlogHer community been reacting?
It’s been overwhelmingly positive. Our ethos has always been to help all boats rise and bloggers of all sizes are welcome in our community and network. When you “walk the walk” for enough years, you get a little karma in return. People are happy for you to succeed, as well as to see this come to fruition. We’ve been working on this for a very long time and we’ve seen a lot of wonderful messages come from the community. I mean… I don’t want to talk about too much; I might get a little choked up… It’s been so nice.
What are your next steps?
The very first teams to integrate will be sales and marketing. We’ve got this brand new, broadened portfolio of opportunities, so we want to position it well and get out to the market. A lot of things will operate as it has been with BlogHer.com and SheKnows.com. It’s about where can we integrate opportunity towards a path of ultimately integrating everything. It’s starting with finding a way to position everything to the customer that both sites provide together, along with StyleCaster and their family of sites.
Is the end goal to integrate them completely?
Ultimately SheKnows Media is the umbrella company for all these brands, which will be an integrated offering and integrated opportunity. What that means for the individual brand names and how they evolve and change, I don’t think we are there yet. BlogHer is still a property of this broader media company, as is StyleCaster and SheKnows.com. That’s where we are today. We are integrating our offerings and we’ll see where it goes.
What are you most excited about with this partnership?
Lisa and I used to jokingly say world domination [laughs]. I’m most excited about surveying the landscape of what we now offer vs. what other companies offer. The mission has always been to help women achieve their goals. There are a lot of different kinds of goals and we want to help them do want they want by providing more opportunities, paths, and channels to achieve that. That’s really exciting.