Exploring the FTC Guidelines for Social Media
라네즈 워터풀 광고 / 프로모션
FTC, Revising guidelines for
「 Use of Endorsements and Testimonials in Advertising 」
강력한 광고매체로
진화하는 온라인 환경
sponsored conve...
Exploring the FTC Guidelines for Social Medi
These guidelines are intended to
1.protect consumers from false advertising s...
Exploring the FTC Guidelines for Social Medi
Brands and Agencies should be
responsible for ensuring that
1.bloggers disclo...
Exploring the FTC Guidelines for Social Medi
Sponsored conversations are nothing new (from ‘soap opera’)
• Bloggers seek b...
Exploring the FTC Guidelines for Social Medi
Exploring the FTC Guidelines for Social Medi
Internet Superstar, iJustine
Justine Ezarik
개인 블로그에 일상을 담은 코믹영상 포스팅
→ 116,000...
Exploring the FTC Guidelines for Social Medi
Under the guidelines:
require Disclosure
BlogHer : Sponsored contents 는 따로 포스...
Exploring the FTC Guidelines for Social Medi
Under the guidelines:
require Disclosure
BlogHer : Sponsored contents 는 따로 포스...
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코콤11 26

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  • Brands and agencies who work with sites that have clear reputation, transparency and accountability will be able to lower their risk.
    Bloggers and blogging networks that have disclosure systems in place and ensure adherence to consumer-protection guidelines will be the ones that rise to the top.
  • When BlogHer review programs run, they find bloggers interested in the subject matter, and each work-for-hire review, done in the blogger’s own voice and opinion, is checked by human editors before being posted in the network. We’re a curated network
    Additional guidelines for marketers from the Social Media Business Council provide very specific blogger relations practices such as honesty and transparency.
  • 코콤11 26

    1. 1. Exploring the FTC Guidelines for Social Media
    2. 2. 라네즈 워터풀 광고 / 프로모션
    3. 3. FTC, Revising guidelines for 「 Use of Endorsements and Testimonials in Advertising 」 강력한 광고매체로 진화하는 온라인 환경 sponsored conversation 중요도 증가 celebrity 를 넘는 consumer endorsers 탄 생
    4. 4. Exploring the FTC Guidelines for Social Medi These guidelines are intended to 1.protect consumers from false advertising statements 2.ensure that celebrity endorsements reflect the honest opinion of endorser Advertising must be truthful and not misleading Advertisers must have evidence to back up their claims Advertisements cannot be unfair Online Ads’ Basic Principle Clear Reputation / Transparency / Accountability
    5. 5. Exploring the FTC Guidelines for Social Medi Brands and Agencies should be responsible for ensuring that 1.bloggers disclose endorsements in a clear and transparent way. 2.The specific statements they make are truthful and substantiated. Advertisers should 1.monitor bloggers who are being paid to promote its products. 2.take steps necessary to halt the continued publication of deceptive representations when they are discovered. The long-term sustainability of “sponsored conversation”
    6. 6. Exploring the FTC Guidelines for Social Medi Sponsored conversations are nothing new (from ‘soap opera’) • Bloggers seek business models to reach their audiences. • Brands and marketers have taken notice, and agencies have started blogger relations practices. • As long as bloggers don’t hide who’s paying them and have freedom to write whatever they want, sponsored conversations will fit in well with the other forms of marketing through blogs. Sponsored Conversation 마케팅 기법의 일종으로 블로거들에게 금전적 / 물질적 혜택을 제공하여 자사에 관한 포스팅과 교환을 하는 것 . 블로그 마케팅의 일종 . (Ex. 렛츠리뷰 , PressBlog)
    7. 7. Exploring the FTC Guidelines for Social Medi
    8. 8. Exploring the FTC Guidelines for Social Medi Internet Superstar, iJustine Justine Ezarik 개인 블로그에 일상을 담은 코믹영상 포스팅 → 116,000 명의 정기구독자 → Intel 을 비롯한 여러 브랜드 Endorser 활동 Micro-celebrities 의 등장 who may be famous among their group of followers and fans without mainstream media exposure. Rise of the Digital Celebrity 주부 블로거 , 문성실
    9. 9. Exploring the FTC Guidelines for Social Medi Under the guidelines: require Disclosure BlogHer : Sponsored contents 는 따로 포스팅 ‘We require bloggers to put sponsored reviews on a different page of their site from the main editorial, or to have a cross-linked review blog.’ SocialSpark : Disclosure badge 를 표기 ‘We require bloggers to put disclosure badge that says “Support my sponsor. Sponsored post. 100% real opinion.”’ 다소 부정적인 의견이 포함되어 있더라도 , 블로거의 진정성 있는 글을 포스팅 하라 ! 사이트의 disclosure + blogger 의 진정성 있는 목소리가 중요 !
    10. 10. Exploring the FTC Guidelines for Social Medi Under the guidelines: require Disclosure BlogHer : Sponsored contents 는 따로 포스팅 ‘We require bloggers to put sponsored reviews on a different page of their site from the main editorial, or to have a cross-linked review blog.’ SocialSpark : Disclosure badge 를 표기 ‘We require bloggers to put disclosure badge that says “Support my sponsor. Sponsored post. 100% real opinion.”’ 다소 부정적인 의견이 포함되어 있더라도 , 블로거의 진정성 있는 글을 포스팅 하라 ! 사이트의 disclosure + blogger 의 진정성 있는 목소리가 중요 !

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