best practices, part ii at blogher '13

Best Practices for Bloggers, sponsored by the IAB

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Best Practices for Bloggers, sponsored by the IAB

NICOLE HORSFORD, IAB Long Tail Alliance

ELISA CAMAHORT PAGE, BlogHer, @elisac

JENNY LAUCK, BlogHer, @mizzjenny

SUSAN GETGOOD, BlogHer, @sgetgood

INSTRUCTORS

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Agenda

• Viewability and The Long Tail Alliance (IAB)• Monetizing with Advertising & Sponsored Content• Disclosure• Differentiation in a Sea of Sameness• Self Promotion: It’s not bragging if you did it!• Hands-on Workshop

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Monetizing with Advertising & Sponsored Content

Advertising = Passive Sponsored = ActiveNo one makes it from just one revenue stream

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Q. Where do deals come from? A. The Digital RFP

NEED SOME ART – CAN JOY HELP?

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Maximizing your Ad Earnings

It’s like real estate – location is everythingThe right number of units, in the right placeHigh Impact units - portrait, billboard, pushdown, mobileTargeting – keywords, content, context 

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Sponsored

Sponsored Content• On your blog• Using your social graph

(Twitter, Facebook, Pinterest, Instagram, Google+)

Securing opportunities• Through your ad network• On your own, proactively• Pitches from PR

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BlogHer Opportunities with Brands

Sponsored Content On Your Blog• Reviews• Sponsored PostsSocial Media Influencers• Using your social graph

(Twitter, Facebook, Pinterest, Instagram, Google+)

Visionaries Consumer Panel• Sampling and Surveys

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Best practices for disclosure

Source: ragtrader shop: ragtrader.etsy.com

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The FTC Guidelines

Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”• Apply to all types of marketing, including viral, word-of-mouth,

blogs, etc. • Require disclosure of a “material connection” between a seller

and an endorser• Impose liability for false statements on both seller and

endorser

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Bloggers must:

Disclose compensated relationships such as:• Product reviews• Paid posts or tweets• Post about a free trip or other benefit• Consulting or employment

Follow their stated policies. Failure to do so could be considered “deceptive business practice.”

Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself:• Tell the truth. Don’t say you used it if you didn’t, and if you don’t

like it, say so. • Get the information you need to be accurate

Read agreements carefully

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The Bottom Line

Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed?

If it’s not clear from the context, the connection must be disclosed.

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Best Practice

Always best to include organic disclosure – in the body of the post or the context of the tweet/Facebook/Pinterest (etc.) update

Include a clear sponsor statement. NOT just for the FTC. You are acting for a brand, you should acknowledge it. It’s what your readers expect and the brand deserves. • On blog posts, a simple disclosure at the top of a post: This is a

sponsored post from BRAND. • On the social graph, use the brand hashtag and #ad or

#sponsored

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Self Promotion: Differentiation in a Sea of Sameness

Source: Kevin & Amanda, kevinandamanda.com

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3 Media Training Tips – elisa

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2 Speaker Submission Tips - elisa

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What’s Your Awesome?

Source: Pinterest, pinned from H&M website

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Exercise: What’s Your Awesome?

Establishing You:

Share one thing that you think would be good to tout on your blog.

Establishing Your Expertise:

I am an expert in __________________ because of _____________.

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How BlogHer Shares Your Awesome with our Sponsors

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Hands-on Workshop

Do it because you love it!

Photo source: Meg Duerksen, whatever

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Best Practices for Bloggers, sponsored by the IAB

NICOLE HORSFORD, IAB Long Tail Alliance

ELISA CAMAHORT PAGE, BlogHer, @elisac

JENNY LAUCK, BlogHer, @mizzjenny

SUSAN GETGOOD, BlogHer, @sgetgood

INSTRUCTORS

“BlogHer is a snake meal of

ideas in a wonton wrapper

of love. Afterwards you

need a 2-day nap, then it

nourishes you for a year.”– @debontherocks