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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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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 /><br /><br /><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<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 />