blogpaws 2010 - product reviews: susan getgood
Post on 12-May-2015
699 Views
Preview:
TRANSCRIPT
Brands, Bloggers and Best Practices
Susan GetgoodGetGood Strategic Marketing &
Blog With Integrity
Why Brands Want to Work with YouWhy You Want to Work with BrandsBest Practices for Product Reviews
Copyright 2010
WHY BRANDS WANT TO WORK WITH YOU
Copyright 2010
Copyright 2010
Customers Are Online
51% of Americans are moderate to heavy users of information technology (Pew)
50% US Internet users read blogs, 12% write them (eMarketer)
68% US adults visit social media sites, 33% to research products (MarketTools)
Trusting Each Other
Nielsen consumer survey
Copyright 2010
WHY YOU WANT TO WORK WITH BRANDS
Copyright 2010
Copyright 2010
Brands May Offer You:
Access to exclusive informationEvaluation products or samples for
reviewProducts to give away to readersEvents and junketsSupport for the charities and causes
you care aboutConsulting/advertorial opportunities
What’s In It For You
Reputation as an influential expertIncreased readership Business and employment
opportunitiesIncreased advertising revenueContent for your blog
Copyright 2010
The Balancing Act
The value to both parties – blogger and company – has to be equal.
A fair exchange
Copyright 2010
BEST PRACTICES FOR COMPANIES
Copyright 2010
Micro Macro
The best programs are tightly targeted to a smaller number of bloggers
Scale comes from the network effect, not the volume of the outreach
The opposite – “spray & pray” – less effective Not as relevantNot special
Copyright 2010
Social Media Secret Sauce
1. Relevance2. Respect3. Brevity4. Clarity5. Add Value
Copyright 2010
The (not so) Secret Ingredients
Put the blogger at the center, not your product
Create an emotional connection
Find the mutual value
Copyright 2010
DISCLOSURE: A BEST PRACTICE FOR BLOGGERS
Copyright 2010
“ I disclose my material relationships, policies and business practices. My readers will know the difference between editorial, advertorial, and advertising, should I choose to have it. If I do sponsored or paid posts, they are clearly marked.”
From the Blog With Integrity pledge
Copyright 2010
My disclosure
I am not a lawyer, nor do I play one on the Internet or at blogging conferences.
This material is based on my analysis of the FTC guidelines and review of public materials, including news reports and the Blog with Integrity Webinar with Mary Engle of the FTC, November 10, 2009
Copyright 2010
Disclosure
Why disclosure is importantWhat we should discloseHow bloggers can protect
themselves
Copyright 2010
Why Disclosure is Important
1. Maintaining an honest and authentic relationship with your readers
2. Letting PR and marketers know how they might work with you
3. Complying with FTC guidelines on commercial endorsement & testimonials (truth in advertising laws)
Copyright 2010
What Should You Disclose?
What You Write: Blog Content
EditorialYour original thoughts and ideasNo compensation
AdvertorialYour thoughts and ideas Guided by a sponsor who is compensating you
in some way
AdvertisingMessage entirely controlled by paid sponsor
Copyright 2010
What You Do: Relationships/Policie
s
Material relationships “I am now being sponsored by brand X” “I participate in the [ ] blog network”
Policies and business practices Reviews:
“I review the following type of products […], and keep/return/give away the product at the conclusion of the review”
Compensation: “I do/do not accept compensation for reviews”
Giveaways: “I do/do not do giveaways and contests”
Copyright 2010
What You Do: Relationships/Policie
s
Affiliate relationships“Purchase through this link and help support
me”
Sponsored posts/tweets “I would like to recommend my sponsor, X”
Opinion, especially for efficacy claims“This reflects my own personal experience”
Copyright 2010
FTC Guidelines on Endorsements &
Testimonials
Went into effect 12/1/09Require disclosure of relationship or
compensationImpose liability for false statements on
both company and endorserRelevant to blogging if you:
Are compensated with cash Are compensated with free product Have a material interest in outcome or business
Copyright 2010
Disclosure: Get it Right
Ways to Disclose
Blanket site policyStatement or disclaimer within post Statement or disclaimer before/after
postCategory or Tag on post, ie
SponsoredEasily identifiable hashtag, ie #spon
Copyright 2010
Copyright 2010
Bloggers Must:
Disclose compensated relationships such as: Product reviews Paid posts or tweets Post about a free trip or other benefit Affiliate links Consulting or employment
Follow their stated policies. Failure to do so could be considered “deceptive business practice.”
Contact
Susan GetgoodGetGood Strategic Marketing Inc.978-562-5979Email: sgetgood@getgood.comWeb: www.getgood.comTwitter: @sgetgoodMarketing Roadmaps blog:
http://getgood.com/roadmaps
Copyright 2010
top related