Sponsored conversations how to compensate bloggers while keeping it transparent
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Sponsored Conversations: How To Compensate Bloggers While Keeping It Transparent Tara Kuczykowski www.dealseekingmom.com What does sponsored conversation mean? Compensating bloggers to create content about your brand Financial or material compensation Tara Kuczykowski / dealseekingmom.com

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Sponsored conversations how to compensate bloggers while keeping it transparent l.jpg

Sponsored Conversations:How To Compensate Bloggers While Keeping It Transparent

Tara Kuczykowski

www.dealseekingmom.com


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What does sponsored conversation mean?

  • Compensating bloggers to create content about your brand

  • Financial or material compensation

TaraKuczykowski/dealseekingmom.com


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Benefits of working with bloggers:

  • Relatively low cost

  • Reach

  • Targeted audience

  • In the blogger's own voice

  • Genuine

TaraKuczykowski/dealseekingmom.com


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Challenges in working with bloggers:

  • Lack of message control

  • A positive review is not guaranteed

  • Targeted audience

  • Question of trust

  • Can't use traditional media tracking metrics

TaraKuczykowski/dealseekingmom.com


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What does it mean to be transparent in compensation?

  • Sponsored posts clearly identified

  • Evangelizing, not shilling and hitting message points

  • Authentic and honest

TaraKuczykowski/dealseekingmom.com


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Why is this an issue?

  • Traditional media has policies around not keeping items reviewed

  • Bloggers are free of the ethical constraints placed on traditional journalists

  • Proposed FTC revised guidelines

TaraKuczykowski/dealseekingmom.com


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Failed attempts:

  • Walmarting Across America – Edelman paid bloggers without full disclosure

  • PayPerPost – undisclosed paid posts

  • Fishful Thinking – a lesson in outreach

TaraKuczykowski/dealseekingmom.com


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Ways to work with bloggers in a transparent manner:

  • Contests/Giveaways

  • Soft incentives

  • Compensated blogging

  • Consulting

  • Spokesperson

  • Advertisements

TaraKuczykowski/dealseekingmom.com


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Contests/Giveaways

  • What is the difference between a contest vs. a giveaway?

  • How are contests/giveaways a useful tool for engaging an audience?

  • Fees or product for review?

TaraKuczykowski/dealseekingmom.com


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Contests/Giveaways (cont.)

  • Making it a win for both the blogger and the brand

  • Clear terms and conditions

TaraKuczykowski/dealseekingmom.com


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Soft Incentives

  • Examples of soft incentives

  • Clarity in expectations

  • Direction vs. approval

TaraKuczykowski/dealseekingmom.com


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Compensated Blogging

  • Sponsored posts

  • Izea’s new model, Social Spark

  • Example – Kmart sponsored post

TaraKuczykowski/dealseekingmom.com


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Consulting

  • Providing companies with opinions/insider knowledge

  • Targeted focus group in a sense

  • Ongoing

TaraKuczykowski/dealseekingmom.com


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Spokesperson

  • Represents your company as an agent of the company

  • True brand advocate

  • Much more authentic than a celebrity endorsement

TaraKuczykowski/dealseekingmom.com


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Advertisements

  • Banners, badges, etc.

  • CPM vs. flat rate

  • Going rates for blogs

TaraKuczykowski/dealseekingmom.com


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Proposed FTC Revised Guidelines

  • Would hold companies and bloggers liable for untruthful statements made by bloggers and users of social networking sites who receive samples of their products

TaraKuczykowski/dealseekingmom.com


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Proposed FTC Revised Guidelines (cont.)

  • False representations vs. opinions

  • Is the blogger acting as an agent for the company - compensation, direction, etc.?

  • Disclosure statements

TaraKuczykowski/dealseekingmom.com


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Takeaways

  • Align yourself with bloggers in the proper niche

  • Require full disclosure

  • Freedom of authenticity

  • Encourage an ongoing partnership

TaraKuczykowski/dealseekingmom.com


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