The Use of Social Media by Formula Companies

Annie, at www.phdinparenting.com has been looking deeply into the issue of Nestle's use of social media to reach new moms. She has asked for input on the question "How should Neslte use social media?" We thought we'd add our thoughts. Read them below.


From Mr. Milkface
I believe that Nestle will act in its own best interests and on behalf of shareholders who demand a return on their investments. The benefits of breastfeeding are well known to those who choose to educate themselves, but among those benefits you won't find the word profit. Nestle chooses to associate itself with breastfeeding because it is the socially acceptable thing to do. They continue to violate the WHO code because it is profitable. Their motives are apparent. Their actions reprehensible.

As seen with the H1N1 issue, people will believe some outrageous claims when it comes to health. If they read it, it must be true. The motives for the claim (profit) are rarely considered when judging the veracity of the claim. The qualifications of the claimant aren't scrutinized. If the claim was on a professional looking website it is taken as gospel and a paypal transaction is completed.

Now the good news... I am a publisher, a blogger, a reporter and a marketing department with global reach. Fortunately, the same social media the formula companies employ to get their word out can be used against them. Twitter, Facebook, Youtube, et al allow those of us with no marketing budget to face off on even terms with massive corporations with equally massive marketing budgets. Our comments appear side-by-side with theirs, all around the world. The biggest challenge in this face off is to ensure those who are passionate about educating the benefits of breastfeeding remain passion free in their posts. Logic and consistent messaging will win over new moms seeking answers. Passionate rants make us look like the lunatic fringe. The marketing departments of Nestle understand this too well. For those who want nothing more than to educate new moms of the benefits of breastfeeding, this is one time we need to be just like the formula companies.

You got to know when to fold 'em.

The City of Ottawa and OC Transpo will start enforcing a rule that requires you to fold strollers on the bus starting April 2010.( http://www.ottawasun.com/news/ottawa/2009/11/14/11748021.html )

A year ago the city was left in distress when a transit strike forced us all to seek alternative ways to get around this great city - or stay home. In fall they eliminated a number of popular routes forcing riders to transfer when they used to ride direct. Recently they threatened to remove the student savings benefit from those who were too old - you know, those who lost their jobs and were looking to better themselves by improving their education. Just weeks ago they announced a rate increase for all riders. Now they want to make it harder for new moms. Were OC Transpo not a monopoly, their treatment of their customers would put them out of business.

While we advocate the use of carriers we recognize the value of strollers in certain situations. We'll let OC Transpo know how we feel about their planned treatment of new moms and so should you.

Another Anniversary

We have passed the 1st anniversary of our winning of the LIVE 88.5 Pimp My Biz marketing prize. We have detailed a great deal of our experiences, especially the early events, here in our blog. Now, 12 months later, we have a review of our overall experience.

The prize was for $50,000 in marketing services. 10K in radio spots at LIVE 88.5FM here in Ottawa, 10K in the Metro News, 10K in graphics for the store and a vehicle wrap from K6 Media, 5K in web spots with Ottawakiosk.com and 15K in marketing consultancy with the Curam Group. We knew a new store was coming and wanted to save the radio, print and graphics for that purpose. All these companies came through, provided services as advertised and were great to work with. The remaining services, the web work, we were ready for immediately. It didn't quite work out that way.

Ottawakiosk, just weeks ago, started to run our classified-style ads. Banner work is still in the draft stage but should be up in a few days. The marketing/web consultancy service from the Curam Group has been a nightmare. After less than 3 hours of meetings, they have abandoned us and their commitment to the prize. Calls and emails do not get returned by Greg, the top dog and contest contact at Curam. Seriously unprofessional service.

Here's our dilemma. Should we be satisfied with a $35,000 win when $50,000 was advertised or should we expect more - the full array of services as announced? Imagine winning the lottery - say $2mil. You spend all day Sunday thinking about the win and how you'll improve yourself and those around you with the winnings. Now, on Monday when you go to cash in your ticket you learn that you were not the only winning number and you have to share money. A win is great but is now slightly tarnished now that you can't do all those things you planned.

Ho would you feel and what would you do? Let us know.

It's Our Anniversary

Written by Mr. Milkface...

Eight years ago today, my life changed in ways I could never imagine. In a Port Hope B&B, I exchanged marital vows with Britt and continued the journey that started many months earlier when we first met. It has been eight years of love, joy, laughs and hard work. In March, 2008 Britt and I wrote about our relationship as co-workers. Our words of some 18 months ago still ring true so I'll shre them again with you today.

Today's question - What's it like working with your partner?

Andy says:
Hi. My name is Andy and I work with my wife. I left a successful real estate practice with five years of award winning achievements, at the peak of a strong market to do so. Before we start 12 step treatment, I'll tell you why I went where others fear to go.

I have been working with my wife since the day I met her. Our relationship is natural and rewarding but to say it has been effortless would be delusional fantasy - it's been work. Life goals, family planning, household finances, and daily interactions all require effort. It often feels easy because we work well together, employing complimentary skill sets to achieve, and often surpass, our mutual and individual goals. There have been days when it was a challenge but I have never had a day when I woke up without being thankful that I have this job and that I work with the best partner anyone could ask for. When the opportunity to extend our working relationship into the conventional workplace became available it was an easy choice and one without regret. We are early in our new working relationship but it seems to be as fulfilling and rewarding as the one we started the day we met. I like working with my wife and look forward to where this new dynamic will take us.

Britt says:
Andy and I met when we were working together (and I imagine that's the same for many of you!) and in some ways, it feels like we've been working together ever since. Parenting our 3 girls is definitely a labour of love and we are partners in that.

Working together at Milkface was always part of our master plan. Andy's role was always a bit hazy (what will a man do with breastfeeding moms?!) but we're figuring it out. As the business has grown, we've discovered a need for concentration on things like marketing and expansion that Andy can do just as well, if not better, than I. I'm really grateful that we're growing a true family business and hope that the girls will join us in it in time.

Working together means there's never a true seperation of work and home - if one of us has a great idea at midnight, our business partner is right there to discuss it. On the flip side, when we have a rare night out, business talk is hard to shelve!

I would say that working with your spouse is a lot like being married to your spouse - wonderful, frustrating, enjoyable, maddening with lots of up and downs!




Later this week we have another anniversary but that story is far less joyous. Check back next week for all the details.

H1N1 Trumps 2009 Breastfeeding Challenge

This weekend's Breastfeeding Challenge saw breastfeeding moms and their babes around the world achieve a simultaneous nursing session in the effort to raise awareness of the benefits of breatsfeeding and the rights of those who breastfeed in public. Reports from Ottawa and around the world show a significant decline in attendees this year, a fact that is believed to be attributable to the H1N1 virus and fears of infection at public gatherings. The Montreal Challenge was cancelled specifically for this reason.

We'd like to thank all who attended their local event and all those who were there in spirit and participating at their home our wherever they may have been. Milkface was a sponsor or donor to a number of Canadian Challenges and we were proud to be a part of these efforts. For organizers of 2010 Challenges, let us know how we can help and be a part of your event. Together we're making the world a better, healthier place.

What's New?

What's new in the ages old practice of breastfeeding and babywearing? Surprisingly, quite a bit. We've recently returned from The All Baby and Child (ABC) Expo in Las Vegas, North America's largest convention of all things baby and child. We met with many of our existing suppliers (Boob, Medela, Bravado, Ergo, Beco, Nummies and more) and we're happy to see your favourite products will still be offered and some new products are coming soon as well. Some even shared some secret products that are in prototype development and we've been asked to comment and possibly test these products before they come to market and no, we can't talk about them!

In addition to new items from old friends, we came across some new items that we're excited to be bringing to milkface and you. Larrivo offers a great line of nursing camisoles and chemises that are being worn but some A-List celeb moms. You'll love the simple design and attractive prints offered by Larrivo. Watch the website for the arrival date. The Sleepy Wrap caught our eye too! Some might see it as just another stretchy wrap but it's use of french terry fabric makes it different and worthy of standing beside our other carriers. Lastly, a new portable nursing pillow from Huggabees will make nursing on the go easier for every mom. This purse-sized pillow slips over your hand, resting on your forearm giving your babe a comfortable place for a quick snack or a marathon feeding. It will take pressure off mom's arm too.

We're anxiously waiting for deliveries to arrive and will let you know about it when they do. Visit www.milkface.com often.

Back to School - Ottawa Parents Beware

In Ottawa, Your Child is a Speedbump

Renovations are ongoing at the property next to the milkface Westboro store at 385 Danforth Ave. The owners are converting a century home into a daycare facility. To maximize their use of the land they applied to the city of Ottawa to provide less parking than is standard for such a use in this area. The owners hope to have 25-40 kids in this building based on conversations with the owner.

Any such application allows the public to object before a decision is made. Well, Mr. Milkface wrote to the city suggesting the morning and late afternoon traffic during drop-off and pick-up would be an excessive strain on a street that is barely adequate for the existing businesses. The lack of adequate parking would only exacerbate the problem as inconsiderate parents park illegally "just for a second". After a few weeks a response was received.

Seems we were the only objection to the application. Our points were are rebuked and the application was granted. The city gets a cash in lieu of parking fee of about $8000 and likely increased tax revenues given the extra square footage of the new property.

In the justification for the decision, one sentence stood out as particularly outrageous. "Having additional parents with children (walking) in the area could have the beneficial effect of further calming driver behaviour as they navigate across an area that already has significant pedestrian flows."

A speed bump is a traffic calming feature. A speed trap fulfills the same function. A child walking on a street without sidewalks is not and should never been seen as such.

As a parent of three who make the walk to and from school more days than not, I think this view of pedestrians as traffic calming features is unacceptable and extremely dangerous. Too often we say "How many have to die or be hurt before a (specific) change is made?" In this case, we never wanted a change. We only asked that the situation for us, our customers and the users of Danforth Ave. not get worse. I guess the City of Ottawa sees the risk as acceptable and worth $8,547.

The Bizarro World of Breastfeeding

There are numerous debates about breastfeeding that exist throughout the world - and those are among those of us who are supporters, practitioners and fans. One thing I think we can all agree on is that formula companies need to just shut up.

The WHO Code violations are numerous and well reported outside of the traditional mainstream media but the continuing trend of formula companies offering Breastfeeding Information and Support Kits is just ridiculous. Seriously, why would they do anything that would harm their bottom line? Isn't that against their corporate mandate to make a profit?

Having a formula company offering breastfeeding education is like having a butcher giving tips on a vegan lifestyle. Or, (well you come up with your own.)

Are people falling for this? Can they not see the problem here? I hope, for all our sake, new moms are smarter than the well-funded marketing divisions of these major companies.