SMW Buzz: ‘Toddler’ Pages & Competing With Your Own Brand

There were lots of fascinating and insightful presentations given on day one of Social Media Week, and there are sure to be lots more by the time the week swings into full gear. But everyone can’t be everywhere. So, for those who missed out, here’s a recap of the most interesting presentation of the day:

By far, the most interesting presentation Digimind was privy to yesterday was How Hearst’s Prestige Brands are “Doing the Internet.”

Comprised of 20+ brands, Hearst touched on almost every topic that came up in other presentations throughout the day.

Most notably, Hearst’s five person panelwhich included Social Media Editors from Esquire, ELLE, and Marie Clairespoke about satellite pages, or as they referred to them, “toddler pages.”

Rosa Heyman and Gena Kaufman, Social Media Editors for Marie Claire and ELLE, both explained some of the day-to-day decisions that come with having similar publications with similar target audiences within the same family of brands. Given the challenge of differentiating one Hearst brand from another, it was interesting to hear how certain Hearst sites further segment their audiences through toddler pages—different social accounts that each focus on one topic for one audience, while all being run by the same umbrella publication. They’re sort of like print columns, separated from the rest of the paper.

Speaking to that separation, Elizabeth Brady, Hearst’s Associate Director of Social Strategy, emphasized the importance of native content that differentiates the toddler page from the main page, just as that main page differentiates itself from those of other Hearst brands. According to Brady, the objective of a toddler page should be to attract consumers that the main page wouldn’t ordinarily get. If your brand is maximizing its reach, a main page user and a toddler page user should be two distinctly different people.

Elaborating more on that segmentation on behalf of ELLE, Gena Kaufman notes “we have two toddler pages—one for body and beauty and one called Elle Intel. Body and beauty posts mainly beauty content…some fashion, but with more of a health and body positivity focus. The Elle Intel page is more of a space for opinionated political content.”

By separating the two, ELLE has been able to attract readers who might have otherwise been put off by one or the other.

For more Social Media Week updates, check back here tomorrow, and don’t forget to follow @digimindci on Twitter. We’ll be live-tweeting all week!

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