This document provides an overview of testimonial marketing and Federal Trade Commission (FTC) guidelines regarding endorsements. It defines what constitutes an endorsement, outlines key disclosure requirements for sponsored endorsements, and discusses potential legal liabilities for misleading statements. Examples are given to illustrate different endorsement scenarios. The document aims to educate marketers on best practices for using testimonials in compliance with FTC rules.
What a Tangled Web We'll Weave (without a Content Strategy)Stacey King Gordon
As companies discover the power of content to drive and nurture leads and deepen customer relationships, they’re looking at turning their marketing teams into content producers. But with content marketing comes great responsibility — and sometimes before they begin, brands don’t stop to think about the important things. Why are we doing this? How will we keep it going? How can we get the most out of our efforts? Are we really giving customers what they want and need?
In this session, we’ll explore how a solid content strategy can help your company nurture the good, tame the bad, and head off the ugly in your content marketing efforts. We’ll talk about:
• What a content marketing strategy is and how it supports successful content marketing initiatives
• How to create a content marketing strategy that improves customer experiences (rather than further muddying the waters with confusing, conflicting or unhelpful content)
• The unpleasant but very necessary topic of governance: ownership, standards and process
• Mining your company’s internal expertise — and making it relevant for customers
• Taking content marketing to the next level: how to use content strategy to evolve into a true thought leader
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
What a Tangled Web We'll Weave (without a Content Strategy)Stacey King Gordon
As companies discover the power of content to drive and nurture leads and deepen customer relationships, they’re looking at turning their marketing teams into content producers. But with content marketing comes great responsibility — and sometimes before they begin, brands don’t stop to think about the important things. Why are we doing this? How will we keep it going? How can we get the most out of our efforts? Are we really giving customers what they want and need?
In this session, we’ll explore how a solid content strategy can help your company nurture the good, tame the bad, and head off the ugly in your content marketing efforts. We’ll talk about:
• What a content marketing strategy is and how it supports successful content marketing initiatives
• How to create a content marketing strategy that improves customer experiences (rather than further muddying the waters with confusing, conflicting or unhelpful content)
• The unpleasant but very necessary topic of governance: ownership, standards and process
• Mining your company’s internal expertise — and making it relevant for customers
• Taking content marketing to the next level: how to use content strategy to evolve into a true thought leader
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
Organizations can spend a high percentage of their marketing budget on lead generation efforts, only to find that their leads aren't converting. Finding qualified leads has become more challenging than ever before, while making marketing planning and prospect nurturing more critical.
Watch Finding & Nurturing the Right Prospects and gain a deeper understanding of strategies for identifying and nurturing high-value leads in a challenging economy.
10 Steps to Launch a Content Marketing Strategy from ScratchArdath Albee
Ardath Albee presents the keynote: 10 Steps to Launch a Content Marketing Strategy from Scratch at the B2B Content 2 Conversion conference in NYC, hosted by DemandGen Report
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
How to Create White Papers that Build Authority, Traffic & LeadsAmy Westebbe
A white paper is a powerful asset for building authority, generating traffic, and increasing lead generation. Learn what white papers are, when they are most useful, and how to write a stellar white paper that performs.
Content Marketing and Content Matrix GuidelineJazman Barizi
Your guide for creating content matrix and also a bit about content marketing. Enjoy!
Source:
http://kevinrcain.com/resources/content-matrix/
http://kevinrcain.com/blog/
-
BXP DM 1516
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
John Hellerman presented "Creating Thought Leaders: Influence GCs and Get Hired with Strategic Thought Leadership" at LMA's Southern California chapter on March 20, 2013.
Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
It’s not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
This webinar is sure to add to your bottom line.
Byron White is your guide. He has more than 10 years of content marketing experience as the founder and Chief Idea Officer of idealaunch and LifeTips.
Guidelines for Endorsements and Testimonials in Advertising (2009)Daniel Honigman
On Monday, October 5, 2009, the Federal Trade Commission released its revised “Guides Concerning the Use of Endorsements and Testimonials in Advertising” — the first time these guidelines have been changed since 1980. A lot has changed in the public relations landscape since then, and many of these changes have stemmed from how consumers are using information they find on the Internet.
Organizations can spend a high percentage of their marketing budget on lead generation efforts, only to find that their leads aren't converting. Finding qualified leads has become more challenging than ever before, while making marketing planning and prospect nurturing more critical.
Watch Finding & Nurturing the Right Prospects and gain a deeper understanding of strategies for identifying and nurturing high-value leads in a challenging economy.
10 Steps to Launch a Content Marketing Strategy from ScratchArdath Albee
Ardath Albee presents the keynote: 10 Steps to Launch a Content Marketing Strategy from Scratch at the B2B Content 2 Conversion conference in NYC, hosted by DemandGen Report
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
How to Create White Papers that Build Authority, Traffic & LeadsAmy Westebbe
A white paper is a powerful asset for building authority, generating traffic, and increasing lead generation. Learn what white papers are, when they are most useful, and how to write a stellar white paper that performs.
Content Marketing and Content Matrix GuidelineJazman Barizi
Your guide for creating content matrix and also a bit about content marketing. Enjoy!
Source:
http://kevinrcain.com/resources/content-matrix/
http://kevinrcain.com/blog/
-
BXP DM 1516
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
John Hellerman presented "Creating Thought Leaders: Influence GCs and Get Hired with Strategic Thought Leadership" at LMA's Southern California chapter on March 20, 2013.
Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
It’s not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
This webinar is sure to add to your bottom line.
Byron White is your guide. He has more than 10 years of content marketing experience as the founder and Chief Idea Officer of idealaunch and LifeTips.
Guidelines for Endorsements and Testimonials in Advertising (2009)Daniel Honigman
On Monday, October 5, 2009, the Federal Trade Commission released its revised “Guides Concerning the Use of Endorsements and Testimonials in Advertising” — the first time these guidelines have been changed since 1980. A lot has changed in the public relations landscape since then, and many of these changes have stemmed from how consumers are using information they find on the Internet.
How to Use Trust to Exorcise Your Checkout GhostsTrustpilot
In this webinar, Trustpilot's Director of Marketing, Jordan Garner, and Hawke Media's Head of Marketing, Chris Ayan, will discuss how ensure your website and email marketing campaigns convey trust in order to increase the rate of conversion.
You will learn how to:
-review your primary points of conversion on-site – like the checkout page, sign-up form, or any place where a site asks users to subscribe – and add elements of trust to encourage consumers to convert
-add social proof, like third party verified reviews specific to the product displayed, to relieve any feelings of doubt; and
-use email marketing campaigns that utilize trust signals - whether promotion or any other kind - as a further method of establishing credibility
Checkout ghosts, beware!
How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...Stickyeyes
Google’s updated search quality guidelines place a major focus on three key principles; expertise, authority and trust. These updates have changed the game for ecommerce brands when it comes to content, user experience and brand positioning.
The update saw a number of established and trusted brands have suffered at the hands of Google’s new policy, so how do ecommerce brands convey expertise, build authority and establish trust whilst, at the same time, producing content that sells?
We’ll explore just what has happened with the Google EAT update, and what you need to do to step up your content and search marketing strategy.
Speaker - Jack Nottidge, SEO Lead, Stickyeyes
Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
- Platforms of social influence
- Understanding the Influencer Ecosystem
- Building strategic influence programs
- Maximising and amplifying content
- Building your brand’s influence canvas
- Following industry best practice for responsible campaign execution
This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers
A customer is an advocate for you when they refer new leads, endorse you publicly, spread your message, or help you understand the market. Learn more about why advocacy is important and how to activate it within your customer base in this short presentation
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
Building Trust With Your Content MarketingJomer Gregorio
Earn your consumers' trust by improving your content’s authenticity and reliability. Learn vital tips and points through this presentation.
Full blog here - https://whitelabelseoagency.net/building-trust-with-your-content-marketing/
How To Go Viral: Lessons from the Most Shared ContentWriterAccess
What is every marketer dying to know? How to craft content and headlines that generate tons of shares and go completely viral. But even with A/B testing it can seem like a fruitless guessing game.
It's time we stop guessing. In this on-demand webinar, content sharability expert BuzzSumo Director Steve Rayson dives into how to 10x shares with proven examples from the most shared content in 2015. We reviewed the top content and headlines from a range of industries and will reveal the strategies, content and headlines that went viral in 2015.
Critical Competitive Intelligence Tools and Tricks
Testimonial Marketing
1. Testimonial Marketing
Content Marketing Webinar V31
Byron White Scott Mores Robert Russo
Chief Idea Officer Business Development CEO and Founder
ideaLaunch.com Verified Credible Verified Credible
@ByronWhite
240 Commercial Street
Boston, MA 02109
617-227-8800
2. What is Rules and Guidelines for
Content Marketing? Testimonial Marketing
4. It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
Geo-Targeting
5. And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
Widgets
6. It’s catching customers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
Video Portals
7. With information they want and need
Downloads
Deals
Geo-Targeted Offers
Interest-Targeted Offers
Send to Friend
Re-Tweet
Likes
Loves
Repeat Visitation
8. It’s testing campaigns to learn what works best
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
Content Testing
9. And finding the most efficient path to engagement and sales
Score Engagement
Qualify Lead
Evaluate Intent
Induce Trial
Motivate Purchase
Get the Sale
Correlate Assets to Sale
12. The FTC Guide in Review
• In 2007, the FTC began the process of reviewing its “Guides
Concerning the Use of Endorsements and Testimonials in
Advertising”
• In 2009, the FTC updated the guide recognizing the role of self-
regulation with "new” social media platforms
• Only “sponsored” communications are subject to regulation and
transparent disclosure is required for “material connections”
• There is potential liability for advertisers, advertising agencies,
and endorsers for misleading and unsubstantiated statements
made by the endorser
• Since 2009, there are many cases opened and closed with
damages
13. What is an endorsement?
• Any advertising message that consumers are likely to believe
reflects personal opinions, beliefs, findings, or experiences of a
person or organization other than the sponsoring advertiser
• Endorsements include:
– Verbal statements
– Demonstrations
– Depictions of the name, signature, likeness or other
identifying personal characteristics of an individual
– The name or seal of an organization
14. What is “not” an endorsement?
• Endorsements do not include:
– Statements by consumer or user for a product or service
without “material connection” to that manufacturer, seller or
service provider
– Statements by an identified company spokesperson
15. What are guidelines for endorsements?
• Must reflect the honest opinions, findings, beliefs, or experience
of the endorser
• May not convey any express or implied representation that
would be deceptive if made directly by the advertiser
• The Guides require the disclosure of any “material
connection” between the advertiser/seller and its endorser
• A “material connection” is information that could impact the
weight or credibility a consumer gives to the endorsement
• Disclosure must be clear and prominent
• Language should be easily understood and unambiguous
• Placement must be easily viewed and appear in a readable and
noticeable font size/color
16. Define a “sponsored” endorsement?
• Consideration given to a speaker or blogger by an
advertiser in the form of benefits or incentives (e.g.,
cash; free products; prizes; special access privileges)
• Relationship between the advertiser and speaker (e.g.,
employment)
17. Grey Zone: Exact Words
The endorsement message need not be phrased in the exact words of the
endorser, unless the advertisement affirmatively so represents. However,
the endorsement may not be presented out of context or reworded so as
to distort in any way the endorser’s opinion or experience with the
product.
18. Grey Zone: X Customers
When the advertisement represents that the endorser uses the endorsed
product, the endorser must have been a bona fide user of it at the time
the endorsement was given. Additionally, the advertiser may continue to
run the advertisement only so long as it has good reason to believe that
the endorser remains a bona fide user of the product.
19. Grey Zone: Scientific Evidence
An advertisement employing endorsements by one or more consumers will be
interpreted as representing that the product or service is effective for the purpose
depicted in the advertisement….Consumer endorsements themselves are not
competent and reliable scientific evidence.
20. Common Sense
"If there is a relationship that consumers would not expect, and it would effect the
value, then it should be disclosed.”
"Bloggers should identify a sponsored (paid) endorsement in the text of the blog,
not a hyperlink or footnote, to properly and fully disclose such endorsement and
comply with FTC guidelines.”
“No one ever died from full disclosure”
Richard Cleland
FTC Division of Advertising Practices
21. What are the liabilities?
• Advertisers are subject to liability for false or unsubstantiated
statements made through endorsements, or for failing to
disclose material connections between themselves and their
endorsers
• Endorsers also may be liable for false or misleading statements
made in the course of their endorsements
23. Examples
Example 8: A consumer who regularly purchases a particular brand of dog food
decides one day to purchase a new, more expensive brand made by the same
manufacturer. She writes in her personal blog that the change in diet has made
her dog’s fur noticeably softer and shinier, and that in her opinion, the new food
definitely is worth the extra money. This posting would not be deemed an
endorsement under the Guides.
Assume that rather than purchase the dog food with her own money, the
consumer gets it for free because the store routinely tracks her purchases and its
computer has generated a coupon for a free trial bag of this new brand. Again,
her posting would not be deemed an endorsement under the Guides.
Assume now that the consumer joins a network marketing program under which
she periodically receives various products about which she can write reviews if
she wants to do so. If she receives a free bag of the new dog food through this
program, her positive review would be considered an endorsement under the
Guides.
http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf
24. More Information?
Upcoming Webinar
FTC Will Host Public Workshop to Explore Advertising Disclosures in
Online and Mobile Media on May 30, 2012
http://www.ftc.gov/opa/2012/02/dotcom.shtm
Previous Webinar Slide Deck
Implications of Social Media Oversight on Communications
and Marketing Efforts: the FTC’s Perspective
Richard L. Cleland
FTC Division of Advertising Practices
Bureau of Consumer Protection
http://www.ideaLaunch.com/FTC
26. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com “The only marketing
Phone: 617-227-8800 x 201
left is content
marketing.”
Seth Godin
Free 101 Content Marketing Tips Book
PDF Version Visit ideaLaunch.com/101