best practices, part ii at blogher '13
DESCRIPTION
Best Practices, Part II at BlogHer '13TRANSCRIPT
Best Practices for Bloggers, sponsored by the IAB
#BH13IAB INTERNET SSID: BlogHer | No Password Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
Monetizing with Advertising & Sponsored Content
Advertising = Passive Sponsored = ActiveNo one makes it from just one revenue stream
#BH13IABINTERNET SSID: BlogHer | No Password
Required
Q. Where do deals come from? A. The Digital RFP
NEED SOME ART – CAN JOY HELP?
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
Best practices for disclosure
Source: ragtrader shop: ragtrader.etsy.com
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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.
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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
#BH13IABINTERNET SSID: BlogHer | No Password
Required
Self Promotion: Differentiation in a Sea of Sameness
Source: Kevin & Amanda, kevinandamanda.com
#BH13IABINTERNET SSID: BlogHer | No Password
Required
3 Media Training Tips – elisa
#BH13IABINTERNET SSID: BlogHer | No Password
Required
2 Speaker Submission Tips - elisa
#BH13IABINTERNET SSID: BlogHer | No Password
Required
What’s Your Awesome?
Source: Pinterest, pinned from H&M website
#BH13IABINTERNET SSID: BlogHer | No Password
Required
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 _____________.
#BH13IABINTERNET SSID: BlogHer | No Password
Required
How BlogHer Shares Your Awesome with our Sponsors
#BH13IABINTERNET SSID: BlogHer | No Password
Required
Hands-on Workshop
Do it because you love it!
Photo source: Meg Duerksen, whatever
#BH13IAB INTERNET SSID: BlogHer | No Password Required
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