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.
![Sponsored Conversation. Doesitpay to pay? ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Paul Coggins - ebuzzing Social Media Advertising Presentation London 20/9/10
- 1. « Leading European Social Media and Marketing Group »
- 3. What is sponsored conversation?
- 4. Why pay bloggers?
- 5. Ethics
- 6. Case Studies
- 8. Definition « Sponsored conversation is a marketing technique in whichmarketersprovidefinancial or material compensation to bloggers in exchange for theirposting blog content about a brand. » Forresterresearch
- 10. VideoCreation
- 13. 23 515 clicks
- 15. SCALE,...
- 17. RECOMMAND ..., It’s Hard work
- 18. You can now put blogs RECOMMAND onto a media schedule
- 20. Accountability
- 22. No follow tags are mandatory
- 23. Bloggersshould not change their style for sponsoredposts
- 24. Theyshould not display videostheywouldn’tjustbecauseit’ssponsored
- 28. Right environment = Conversation That sounds like bliss..keep us posted so we can vote for you XXX OMG, how good is this! Thanks for the heads up. I pray to god that I win. 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 Yep will vote for you and might enter - especially if they'll throw in a Nanny for my kids....
- 30. Case study 2 The eBay Wardrobe – Step 1 The Competition The Wardrobe Day
- 34. Influential bloggers taking part
- 35. The Campaign had scale. It had three key phases
- 36. Article creation and competition
- 37. Video / photo and further article content creation
- 39. Have the bloggers report their via sponsored articles
- 40. Alongside campaign, video broadcasting of viral videos224 articles 400,000 views
- 43. Weight rate increases based on how recently it was published.
- 44. Number of back tweets
- 47. Affinity between advertiser and blogger is a must
- 48. A network – Without a platform you can’t get scale
- 49. A content rich environment
Editor's Notes
- 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.