Effects Of Transparency: Cash For Comment And The Dark Marketing Debate Cash for comment or dark marketing is as old as the hills but of late has bubbled over into the broader consciousness. As social media emerges we can expect to see more blurring of the ‘old rule’ guidelines. Marketers are exploring creative ways to engage consumers’ participation and brand advocacy but when is it 'cash for comments' or 'dark marketing'? Is it effective and what are the repercussions on the brand? Do we need a new set of guidelines or is it on for young and old? In the world of Web2.0, new rules of engagement are yet to be written.

1. Effects of Transparency: Cash for Comment & Dark Marketing

4. Identity theft

6. Deception vs Transparency

7. Coke Zero >>

8. WITCHERYMAN

9. Nike Football

10. Ford gives Blogger 1 week test drive

11. Kmart gives 6 bloggers $500 gift voucher

12. May 31, 2001 “ How about a column on this new online policy of placing ads in middle of stories? …” – Marie Toshack

13. Bloggers value advertisements , not only for the money they can ring, but the credibility they lend to their site.

14. Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.

15. Cash for Comments

16. Future Rules of Engagement

17. Q&A

18. Thank You For a copy of this presentation and follow up thoughts: http://meetdavelee.blogspot.com Panel Moderator David Lee [email_address] Panel Julian Cole [email_address]