Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

« Leading European Social Media and Marketing Group »

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

• Who we are?• What is sponsored conversation?• Why pay bloggers?• Ethics• Case Studies•How we identify influencial bloggers?

Sponsored Conversation. Does it pay to pay?

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

The Wikio Group

WIKIO

#1 Blog portal for blog and media news, around 20 millions Unique Visitors

www.wikio.com

EBUZZING

First European platform for engaging advertisers with bloggers, more than a 1 000 000 Blogs in 6 countries

www.ebuzzing.com

OVER-BLOG

First European blogging platform with more than 1,5 million blogs

www.over-blog.com

3Wikio – Social Media and Marketing Group– Copyright 2010 - Confidentiel

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

« Sponsored conversation is a marketing technique in which marketers provide financial or material compensation to bloggers in exchange for their posting blog content about a brand. »

Forrester research

Definition

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

« The 3 types of sponsored conversation

Article creation

Video Creation

Combination of the two

Definition

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Objective: • Create traffic and buzz for Just Dance

Strategy: • Bloggers had to create videos and then publish

them on their network as well as Facebook

• Sponsored conversation, bloggers created articles to advertise the new contest

Outcome:• High conversation with fantastic content written : hundreds of spontaneous articles

• Increase of Ubisoft’s presence on social networks with more than 1 million views of the created videos

• 23 515 clicks

• Great SEO benefit, influential bloggers ranking highly

Ubisoft – Case Study 1

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Why Pay Bloggers ?

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

SCALE,...

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

RECOMMAND

Quality Costs...

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

RECOMMAND

..., It’s Hard work

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

RECOMMAND

onto a media schedule

You can now put blogs

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Ethics

You can’t buy trust! Correct

Sponsored conversation is not about buying trust.

It is about openly engaging with your brand advocates in a professional capacity in order to give your campaigns

ScaleAccountabilityQuality Content

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Disclaimer is mandatory

No follow tags are mandatory

Bloggers should not change their style for sponsored posts

They should not display videos they wouldn’t just because it’s sponsored

They should tweet your sponsored posts

They should answer comments just the way you would do it

They need to be true to their readers

Ethics

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

RECOMMEND

Like – Recommend - Earn

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

OMG, how good is this! Thanks for the heads up. I pray to god that I win.

Yep will vote for you and might enter - especially if they'll

throw in a Nanny for my kids....

That sounds like bliss..keep us posted so we can vote for you XXX

Right environment = Conversation

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

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

And with video………….Use your video content as a tool for conversation within an article, not simply to drive traffic.

I love these videos. Brilliant idea for a campaign and

obviously really great message as well!

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.

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

The Competition The Wardrobe Day

Case study 2 The eBay Wardrobe – Step 1

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

The videos that the bloggers took, are compiled and seeded over 1,000 long tail blogs

ArticlesNumber 21Views 820,000Comments 800

VideoBlogs 1,021Views:-600,000Clicks 20,000

Case Study 2 The eBay Wardrobe – Step 2

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Unique and Interesting content

Relevant environment

Influential bloggers taking part

The Campaign had scale. It had three key phasesArticle creation and competitionVideo / photo and further article content creationVideo seeding

Case Study 2 The eBay Wardrobe –

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Choose male/ style bloggers and send them test samples Have the bloggers report their via sponsored articles Alongside campaign, video broadcasting of viral videos

224 articles

400,000 views

L’Oreal

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Identifying Influencers

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Number + Weight of links from other blogs.

Weight rate increases based on how recently it was published.

Number of back tweets

Rankings updated on monthly basis

Wikio Influencer Algorithm

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Football Cinema Cycling

We openly list top 100 blogs by category at wikio.co.uk

Top Blogs

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

Innovative ideas – It’s not about a press release

Affinity between advertiser and blogger is a must

A network – Without a platform you can’t get scale

A content rich environment

Reward for work

What Works Best?

Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential

..., brand advocates

A platform for,...

Thankyou