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Best Practices, Part II at BlogHer '13
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Best Practices, Part II at BlogHer '13

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Best Practices, Part II at BlogHer '13

Best Practices, Part II at BlogHer '13

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  • how digital is a small piece of the overall ad budget for a brand, and social is a subset of that, so we are fitting into larger campaigns, find the perfect storm of brand and blogger goals. It’s a cyclical market
  • Sponsored Content – on your blog, across your social graph (pull in the slides from Pathfinder) Share our process in a general way –how we recruit for programs, explain Influencers and Visionaries options. What brands are looking for – highly pinnable, video, lifestyle content (not just DIY, or recipes – want to know YOU!)
  • Add slide about BlogHer specific paid opptBHPN (reviews, sponsored posts)Influencers (3D)Visionaries
  • DisclosureCopyrightPlagiarismThe FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. Require disclosure of a “material connection” between a seller and an endorserImpose liability for false statements on both seller and endorserGuidelines were effective 12/1/2009The Guides don’t have the force of law -- no penalties. FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggersLong, confidential processBloggers must:Disclose compensated relationships such as:Product reviewsPaid posts or tweetsPost about a free trip or other benefitConsulting or employmentFollow their stated policies. Failure to do so could be considered “deceptive business practice.”Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself:Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. Get the information you need to be accurateRead agreements carefully
  • Guidelines were effective 12/1/2009The Guides don’t have the force of law -- no penalties. FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggersLong, confidential process86 page document 5 examples specific to bloggingDisclosure is a best practice but it is also becoming a requirement. 1980 A material connection is one that might affect the weight or credibility of the endorsement, i.e., isn’t reasonably expected by the audienceExamples of such connections include:Seller is compensating endorserEndorser is employee or business associate of sellerEndorser is related to seller
  • 10:45Be able to describe your blog in one sentence -positioning = the art of sacrifice-narrowing down, focusing-diferentiation*exercise – ask people to share  
  • SUSAN Put your credentials clearly on your blog -press-relevant industry experience-popular posts/other writing-awards and accolades *fact based – don’t lie/exaggerate(ie if you speak at the community keynote you are not “the blogher keynote speaker”)
  • Modify slidePersonal voice – What’s your awesome? Expert -Iam an expert in X because of Y
  • 11:30AM-12PM: Hands-On Workshop: Jenny's team: Break into groups who want blog audited, or to work on their Awesome or Expert statement
  • Transcript

    • 1. Best Practices for Bloggers, sponsored by the IAB
    • 2. #BH13IAB INTERNET SSID: BlogHer | No Password Required Best Practices for Bloggers, sponsored by the IAB NICOLE HORSFORD, IAB Long Tail Alliance ELISA CAMAHORT PAGE, BlogHer, @elisac JENNY LAUCK, BlogHer, @mizzjenny SUSAN GETGOOD, BlogHer, @sgetgood INSTRUCTORS
    • 3. #BH13IAB INTERNET SSID: BlogHer | No Password Required Agenda • Viewability and The Long Tail Alliance (IAB) • Monetizing with Advertising & Sponsored Content • Disclosure • Differentiation in a Sea of Sameness • Self Promotion: It’s not bragging if you did it! • Hands-on Workshop
    • 4. #BH13IAB INTERNET SSID: BlogHer | No Password Required Monetizing with Advertising & Sponsored Content Advertising = Passive Sponsored = Active No one makes it from just one revenue stream
    • 5. #BH13IAB INTERNET SSID: BlogHer | No Password Required Q. Where do deals come from? A. The Digital RFP NEED SOME ART – CAN JOY HELP?
    • 6. #BH13IAB INTERNET SSID: BlogHer | No Password Required Maximizing your Ad Earnings It’s like real estate – location is everything The right number of units, in the right place High Impact units - portrait, billboard, pushdown, mobile Targeting – keywords, content, context
    • 7. #BH13IAB INTERNET SSID: BlogHer | No Password Required Sponsored Sponsored Content • On your blog • Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) Securing opportunities • Through your ad network • On your own, proactively • Pitches from PR
    • 8. #BH13IAB INTERNET SSID: BlogHer | No Password Required BlogHer Opportunities with Brands Sponsored Content On Your Blog • Reviews • Sponsored Posts Social Media Influencers • Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) Visionaries Consumer Panel • Sampling and Surveys
    • 9. #BH13IAB INTERNET SSID: BlogHer | No Password Required Best practices for disclosure Source: ragtrader shop: ragtrader.etsy.com
    • 10. #BH13IAB INTERNET SSID: BlogHer | No Password Required The FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce” • Apply to all types of marketing, including viral, word-of- mouth, blogs, etc. • Require disclosure of a “material connection” between a seller and an endorser • Impose liability for false statements on both seller and endorser
    • 11. #BH13IAB INTERNET SSID: BlogHer | No Password Required Bloggers must: Disclose compensated relationships such as: • Product reviews • Paid posts or tweets • Post about a free trip or other benefit • Consulting or employment Follow their stated policies. Failure to do so could be considered “deceptive business practice.” Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself: • Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. • Get the information you need to be accurate Read agreements carefully
    • 12. #BH13IAB INTERNET SSID: BlogHer | No Password Required The Bottom Line Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed? If it’s not clear from the context, the connection must be disclosed.
    • 13. #BH13IAB INTERNET SSID: BlogHer | No Password Required Best Practice Always best to include organic disclosure – in the body of the post or the context of the tweet/Facebook/Pinterest (etc.) update Include a clear sponsor statement. NOT just for the FTC. You are acting for a brand, you should acknowledge it. It’s what your readers expect and the brand deserves. • On blog posts, a simple disclosure at the top of a post: This is a sponsored post from BRAND. • On the social graph, use the brand hashtag and #ad or #sponsored
    • 14. #BH13IAB INTERNET SSID: BlogHer | No Password Required Self Promotion: Differentiation in a Sea of Sameness Source: Kevin & Amanda, kevinandamanda.com
    • 15. #BH13IAB INTERNET SSID: BlogHer | No Password Required 3 Media Training Tips – elisa
    • 16. #BH13IAB INTERNET SSID: BlogHer | No Password Required 2 Speaker Submission Tips - elisa
    • 17. #BH13IAB INTERNET SSID: BlogHer | No Password Required What’s Your Awesome? Source: Pinterest, pinned from H&M website
    • 18. #BH13IAB INTERNET SSID: BlogHer | No Password Required Exercise: What’s Your Awesome? Establishing You: Share one thing that you think would be good to tout on your blog. Establishing Your Expertise: I am an expert in __________________ because of _____________.
    • 19. #BH13IAB INTERNET SSID: BlogHer | No Password Required How BlogHer Shares Your Awesome with our Sponsors
    • 20. #BH13IAB INTERNET SSID: BlogHer | No Password Required Hands-on Workshop Do it because you love it! Photo source: Meg Duerksen, whatever
    • 21. #BH13IAB INTERNET SSID: BlogHer | No Password Required Best Practices for Bloggers, sponsored by the IAB NICOLE HORSFORD, IAB Long Tail Alliance ELISA CAMAHORT PAGE, BlogHer, @elisac JENNY LAUCK, BlogHer, @mizzjenny SUSAN GETGOOD, BlogHer, @sgetgood INSTRUCTORS
    • 22. “BlogHer is a snake meal of ideas in a wonton wrapper of love. Afterwards you need a 2- day nap, then it nourishes you for a year.” – @debontherocks

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