Paul Coggins - ebuzzing Social Media Advertising Presentation London 20/9/10

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Paul explained how incentivised blogging works and how you can connect with the right bloggers to promote your brands and services.

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  • So onto sponsored conversation, and some case studies.Thye first thing we need to understand is what exactly is sponsored conversation. The definition as descibred by Forrester Research is abobve...........................In my view sponsored conversation falls into 3 key areasThe creation of written text on behlf of a brndThe creation of video or more interactive materials on ehalf of a brnadThe publication of materials given to the bloggerMany people ask wht pay bloggers, is that not ins some way unethoical, so before answering that question, let me first show you an example of one picee of sponsored conversation for a client Ubisofft.
  • So onto sponsored conversation, and some case studies.Thye first thing we need to understand is what exactly is sponsored conversation. The definition as descibred by Forrester Research is abobve...........................In my view sponsored conversation falls into 3 key areasThe creation of written text on behlf of a brndThe creation of video or more interactive materials on ehalf of a brnadThe publication of materials given to the bloggerMany people ask wht pay bloggers, is that not ins some way unethoical, so before answering that question, let me first show you an example of one picee of sponsored conversation for a client Ubisofft.
  • Excuse the French at the start of the video, but you will understand the general flow.
  • Paul Coggins - ebuzzing Social Media Advertising Presentation London 20/9/10

    1. 1. « Leading European Social Media and Marketing Group »<br />
    2. 2. Sponsored Conversation. Doesitpay to pay?<br /><ul><li> Who we are?
    3. 3. What is sponsored conversation?
    4. 4. Why pay bloggers?
    5. 5. Ethics
    6. 6. Case Studies
    7. 7. How we identify influencial bloggers?</li></li></ul><li>The Wikio Group<br />WIKIO<br />EBUZZING<br />OVER-BLOG<br />#1 Blog portal for blog and media news, around 20 millions Unique Visitors<br />First European platform for engaging advertisers with bloggers, more than a 1 000 000 Blogs in 6 countries<br />First European blogging platform with more than 1,5 million blogs<br />www.wikio.com<br />www.ebuzzing.com<br />www.over-blog.com<br />3<br />Wikio – Social Media and Marketing Group– Copyright 2010 - Confidentiel<br />
    8. 8. Definition<br />« Sponsored conversation is a marketing technique in whichmarketersprovidefinancial or material compensation to bloggers in exchange for theirposting blog content about a brand. »<br />Forresterresearch<br />
    9. 9. Definition<br />« The 3 types of sponsored conversation<br /><ul><li>Article creation
    10. 10. VideoCreation
    11. 11. Combination of the two</li></li></ul><li>Ubisoft – Case Study 1<br />Objective: <br /><ul><li> Create traffic and buzz for Just Dance</li></ul>Strategy: <br /><ul><li>Bloggers had to create videos and then publish them on their network as well as Facebook
    12. 12. Sponsored conversation, bloggers created articles to advertise the new contest</li></ul>Outcome:<br /><ul><li>High conversation with fantastic content </li></ul>written : hundreds of spontaneous articles <br /><ul><li> Increase of Ubisoft’s presence on social networks with more than 1 million views of the created videos
    13. 13. 23 515 clicks
    14. 14. Great SEO benefit, influential bloggers ranking highly</li></li></ul><li>Why Pay Bloggers ?<br />
    15. 15. SCALE,... <br />
    16. 16. Quality Costs...<br />RECOMMAND<br />
    17. 17. RECOMMAND<br />..., It’s Hard work<br />
    18. 18. You can now put blogs<br />RECOMMAND<br />onto a media schedule<br />
    19. 19. Ethics<br /> You can’t buy trust! <br /> Correct<br />Sponsored conversation is not about buying trust. <br />It is about openly engaging with your brand advocates in a professional capacity in order to give your campaigns<br /><ul><li>Scale
    20. 20. Accountability
    21. 21. Quality Content</li></li></ul><li>Ethics<br /><ul><li>Disclaimerismandatory
    22. 22. No follow tags are mandatory
    23. 23. Bloggersshould not change their style for sponsoredposts
    24. 24. Theyshould not display videostheywouldn’tjustbecauseit’ssponsored
    25. 25. Theyshouldtweetyoursponsoredposts
    26. 26. Theyshouldanswercommentsjust the wayyouwould do it
    27. 27. Theyneed to betrue to theirreaders</li></li></ul><li>Like – Recommend - Earn<br />RECOMMEND<br />
    28. 28. Right environment = Conversation<br />That sounds like bliss..keep us posted so we can vote for you XXX<br />OMG, how good is this! Thanks for the heads up. I pray to god that I win.<br />Radisson hotels are my favourite. I found your website via the internet, googling hotel rates and offers. I will definitely try to win these nights stay. cheers<br />Yep will vote for you and might enter - especially if they'll throw in a Nanny for my kids....<br />
    29. 29. And withvideo………….<br /><ul><li>Use your video content as a tool for conversation within an article, not simply to drive traffic.</li></ul>I love these videos. Brilliant idea for a campaign and obviously really great message as well! <br />I think it's a really important issue and something which definitely should be addressed in England. It is a privilege to be on the road. <br />
    30. 30. Case study 2 The eBay Wardrobe – Step 1<br />The Competition<br />The Wardrobe Day<br />
    31. 31. Case Study 2 The eBay Wardrobe – Step 2<br /><ul><li>The videos that the bloggers took, are compiled and seeded over 1,000 long tail blogs</li></ul>Video<br />Blogs 1,021<br />Views:- 600,000<br />Clicks 20,000<br />Articles<br />Number 21<br />Views 820,000<br />Comments 800<br />
    32. 32. Case Study 2 The eBay Wardrobe – <br /><ul><li>Unique and Interesting content
    33. 33. Relevant environment
    34. 34. Influential bloggers taking part
    35. 35. The Campaign had scale. It had three key phases
    36. 36. Article creation and competition
    37. 37. Video / photo and further article content creation
    38. 38. Video seeding</li></li></ul><li>L’Oreal<br /><ul><li> Choose male/ style bloggers and send them test samples
    39. 39. Have the bloggers report their via sponsored articles
    40. 40. Alongside campaign, video broadcasting of viral videos</li></ul>224 articles<br />400,000 views<br />
    41. 41. Identifying Influencers<br />
    42. 42. Wikio Influencer Algorithm<br /><ul><li>Number + Weight of links from other blogs.
    43. 43. Weight rate increases based on how recently it was published.
    44. 44. Number of back tweets
    45. 45. Rankings updated on monthly basis</li></li></ul><li>Top Blogs<br />Football Cinema Cycling<br />We openly list top 100 blogs by category at wikio.co.uk<br />
    46. 46. What Works Best?<br /><ul><li>Innovative ideas – It’s not about a press release
    47. 47. Affinity between advertiser and blogger is a must
    48. 48. A network – Without a platform you can’t get scale
    49. 49. A content rich environment
    50. 50. Reward for work</li></li></ul><li>Thankyou<br />A platform for,...<br />..., brand advocates<br />

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