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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

Sponsored Conversations:How To Compensate Bloggers While Keeping It Transparent

Tara Kuczykowski

www.dealseekingmom.com

what does sponsored conversation mean
What does sponsored conversation mean?
  • Compensating bloggers to create content about your brand
  • Financial or material compensation

TaraKuczykowski/dealseekingmom.com

benefits of working with bloggers
Benefits of working with bloggers:
  • Relatively low cost
  • Reach
  • Targeted audience
  • In the blogger's own voice
  • Genuine

TaraKuczykowski/dealseekingmom.com

challenges in working with bloggers
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

what does it mean to be transparent in compensation
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

why is this an issue
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

failed attempts
Failed attempts:
  • Walmarting Across America – Edelman paid bloggers without full disclosure
  • PayPerPost – undisclosed paid posts
  • Fishful Thinking – a lesson in outreach

TaraKuczykowski/dealseekingmom.com

ways to work with bloggers in a transparent manner
Ways to work with bloggers in a transparent manner:
  • Contests/Giveaways
  • Soft incentives
  • Compensated blogging
  • Consulting
  • Spokesperson
  • Advertisements

TaraKuczykowski/dealseekingmom.com

contests giveaways
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

contests giveaways cont
Contests/Giveaways (cont.)
  • Making it a win for both the blogger and the brand
  • Clear terms and conditions

TaraKuczykowski/dealseekingmom.com

soft incentives
Soft Incentives
  • Examples of soft incentives
  • Clarity in expectations
  • Direction vs. approval

TaraKuczykowski/dealseekingmom.com

compensated blogging
Compensated Blogging
  • Sponsored posts
  • Izea’s new model, Social Spark
  • Example – Kmart sponsored post

TaraKuczykowski/dealseekingmom.com

consulting
Consulting
  • Providing companies with opinions/insider knowledge
  • Targeted focus group in a sense
  • Ongoing

TaraKuczykowski/dealseekingmom.com

spokesperson
Spokesperson
  • Represents your company as an agent of the company
  • True brand advocate
  • Much more authentic than a celebrity endorsement

TaraKuczykowski/dealseekingmom.com

advertisements
Advertisements
  • Banners, badges, etc.
  • CPM vs. flat rate
  • Going rates for blogs

TaraKuczykowski/dealseekingmom.com

proposed ftc revised guidelines
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

proposed ftc revised guidelines cont
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

takeaways
Takeaways
  • Align yourself with bloggers in the proper niche
  • Require full disclosure
  • Freedom of authenticity
  • Encourage an ongoing partnership

TaraKuczykowski/dealseekingmom.com