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Advertising And PR, Bloggers And Integrity Making Money While Being Honest

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Advertising And PR, Bloggers And Integrity Making Money While Being Honest

  1. Advertising & PR, Bloggers & Integrity Making money, while being honest by Colin Charles Saturday, 4 April 2009
  2. define: blogger • a person who keeps and updates a blog • a contributor to a blog or online journal • a journal or diary that is posted on the Internet • (writer for) a website where entries are made in journal style and displayed in reverse chronological order Saturday, 4 April 2009
  3. Types of blogs • Personal blogs • Corporate blogs • Media blogs (videoblog, photoblog) • Device blogs (moblogs) • Genre (politics, travel, daily life, etc.) Saturday, 4 April 2009
  4. Is a blogger a journalist? • define: journalist • reporters and columnists • abide by a code of ethics Saturday, 4 April 2009
  5. So... is a blogger a journalist? • Want invites to media junkets • Love press passes • Tend to photograph, write about events, new products, etc. All to drive more • Likes the freebies traffic to a blog! Saturday, 4 April 2009
  6. Malaysian bloggers aren’t journalists • By and large, lack journalistic integrity • No editors to report to • Try to steer clear of slander/libel/ defamation • Unless they’re a political blogger Saturday, 4 April 2009
  7. A blogger therefore, blogs for herself • Write... about life... let there be some photos accompanying... • Build a community of readers • Build a significant number of readers, and you’re now elite • Promote the elite lifestyle • Parties, meetups, food together, etc. Saturday, 4 April 2009
  8. However, there’s an audience • Elite bloggers will carry some form of ads • Some will even carry some form of sponsored posts • Google AdWords is popular, but there exist Text Link Ads, Chitika, Amazon Store, IZEA Saturday, 4 April 2009
  9. Why do bloggers run ads? • To become a pro-blogger • To make (easy) money fast • To supplement income • To pay for hosting • To donate to charity Saturday, 4 April 2009
  10. The birth of “blog advertising communities” • Act as a bridge between bloggers and advertisers • Network marketing/MLM-styled • Nuffnang, Advertlets • How does Nuffnang work? • What is your reward? Saturday, 4 April 2009
  11. So, is a blog-vertising community viable? • the idea of earning your first pay cheque after 6-8 months, entices many (RM50) • All the elite that you look up to, are on the same network • Free parties! Free movie tickets! Free! Free! • RM50 is quicker to earn than USD$100 Saturday, 4 April 2009
  12. Why do advertisers use blog-vertising communities? • Media buyers don’t understand social media dynamics or the Internet • Media buyers have no idea how to engage bloggers • Advertising communities exist to make life easier • Trade money for time (or understanding) Saturday, 4 April 2009
  13. A unique selling point “Your ad gets displayed in over 85,000 blogs for X ringgit” Saturday, 4 April 2009
  14. Media buyers and social media • Social media is about conversations • A good product speaks for itself • PR companies exist to ensure conversation takes place everywhere • More “buzz” ensures a good PR job Saturday, 4 April 2009
  15. Exploiting the trust • Once an elite has created a community, know that the community trusts the author • Creating conversations equate to brand recognition quot;discuss on the deal: with your requirements, we will suggest a package of blogs that we think will suit your needsquot; Saturday, 4 April 2009
  16. Media buyers going direct to market • Approach bloggers directly • Elite don’t write about products that they aren’t paid to anymore • Canon Singapore’s recent (April 1 2009) success shows this can still be done, without blog advertising communities Saturday, 4 April 2009
  17. So, bloggers, what about integrity? • If you’re not a journalist, and you’re writing for yourself, is integrity required? • If you have a community, who trust in you, integrity plays a big role • Disclosure is important Saturday, 4 April 2009
  18. Integrity “This above all: to thine own self be true, And it must follow, as the night the day, Thou canst not them be false to any man” -- William Shakespeare Saturday, 4 April 2009
  19. What should advertisers look for? • Blogs that have a disclosure policy • Blogs that clearly state that they have been paid to review a product • Blogs that have a useful PageRank Saturday, 4 April 2009
  20. What should bloggers do? • Create great content • Your community is created on it • Your PageRank is calculated about how often you’re in the “conversation” • Use nofollow in sponsored links • Always keep your integrity Saturday, 4 April 2009
  21. Do I lose value by disclosing? • No! Saturday, 4 April 2009
  22. So how do bloggers make money, anyway? Works because of • Sponsorships (podcasts) great content! • RSS news feed sponsorship (Daring Fireball) • Services that pay you when you reach a certain number of page views Saturday, 4 April 2009
  23. How can bloggers make money honestly • Clearly identify genuine content and advertorials • Publish a rate card • Tell advertisers and PR firms what kind of content you’ll be happy writing about Saturday, 4 April 2009
  24. Sponsored posts working overseas? • Chris Brogan and the K-Mart gift voucher • IZEA - the beginning of sponsored conversations (PayPerPost). Create buzz, drive traffic • Chris Pirillo (lockergn0me fame) Saturday, 4 April 2009
  25. Bloggers that do the right thing Saturday, 4 April 2009
  26. Recent media brouhaha • Blogger: Gareth says PR agencies are just hacks, and need to get a clue • “if you want us to go to some event and write about it you better pay!” • “if you want to treat my blog as a means of advertising then I am the media owner” Saturday, 4 April 2009
  27. Case study: Maxis and the iPhone 3G • Make sure you use a “virgin” browser • Google: “maxis iphone” • Danny Foo, LiewCF, Byte’s photo, @limyh, and the 9th link smells like a sponsored post • Google: “iphone maxis”, “maxis iphone 3g” Saturday, 4 April 2009
  28. Case Study: Maxis Broadband • Is there even a modicum of information there, with regards to the sponsored “Girls Day Out” campaign last year alongside Dell and their Mini 9? Saturday, 4 April 2009
  29. Case study: mitigating brand damage • Service plans on increasing its price • PR firm starts commenting on blogs • Blogs flare up, PR firm has some “cred” and doesn’t seem like a troll • All seems well Saturday, 4 April 2009
  30. Horror stories from the trenches • Elite members in a community shouldn’t be writing reviews of anything unless they get paid to do so • Holidays, plus generous spending money, in exchange for 3 blog posts, no disclosure Saturday, 4 April 2009
  31. Take away • Does PageRank matter? • Is sponsored posting acceptable? • Without disclosure? • Social media is two way - companies are realising consumers are getting blind towards advertorials Saturday, 4 April 2009
  32. Thanks • David Lian (@davidlian) • Carolyn Chan (@thechannelc) • Ben Israel (@ben_israel) • Mike Foong (@mikefoong) • Paul Tan (@paultantk) Saturday, 4 April 2009
  33. Resources • Groundswell • #smfail and the Web 2.0 panel • The Wisdom of Crowds • The Long Tail Saturday, 4 April 2009
  34. Comments? Colin Charles @bytebot on Twitter Saturday, 4 April 2009