adtech sydney 2009 effects of transparency

Effects of Transparency: Cash for Comment & Dark Marketing

Bio:Julian Cole

Julian Cole is aDigital Strategist at The Population ‘A Digital Communications Agency for the Social Web’

Has worked for Seek, Foxtel, Coca Cola, Dosh Wallets, Skins, Cancer Council

Writes the Top 10 Australian Marketing Blog Adspace-Pioneers

Can be found on Twitter www.twitter.com/juliancole

Identity theft

Deception vs Transparency

Coke Zero >>

WITCHERYMAN

Nike Football

Ford gives Blogger 1 week

test drive

Kmart gives 6 bloggers $500 gift

voucher

May 31, 2001

“How about a column on this new online policy of placing ads in middle of stories? …” – Marie Toshack

Bloggers value advertisements, not only for the money they can ring, but the credibility they lend to their site.

Bloggers value advertisements, not only for the money they can ring, but the credibility they lend to their site.

Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.

Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.

Cash for Comments

Future Rules of Engagement

Q&A

Thank YouFor a copy of this presentation and follow up thoughts:http://meetdavelee.blogspot.com

Panel Moderator

David Leedavid@nuffnang.com

Panel

Julian Colejulian@thepopulation.com.au