SOCIAL MEDIA MARKETING GPS - CHAPTER 8 SPONSORED CONVERSATIONS - "Customers buy for their reasons, not yours." Orvel Ray Wilson #1 smgps
If Blogger Relations (Chptr 8) is aligned w/ “promotion” Sponsored Conversations falls into the category of paid advertising. 2 #smgps
Lines between earned media & paid advertising continue to blur. Monetizing SM content is not new but continues to be controversial. 3 #smgps
Blog ads & sponsored advertisers a la NASCAAR are common. Example 1-advertsier blog Scratchings& Sniffings http://twurl.nl/z8xkno 4 #smgps
In a message driven world SM carved a positioning of op-ed purity. Taking influencer programs into paid posts shatters that image. 5 #smgps
Be it good-bad-or indifferent by accepting $ SM content creators can no longer be perceived as altruistic. SM is a business. 6 #smgps
In their report Forrester Research concludes the payment model will become more pervasive. @jbernoff http://twurl.nl/4pa5qf 7 #smgps
Issues & concerns center on what made bloggers attractive to advertisers. Does $ for content erode Influence built on Trust? 8 #smgps
Transparency, honesty, authenticity and brand alignment w/ content direction are critical if adopting a payment for post model. 9 #smgps
Chris Brogan’s post about his Kmart venture is an example of disclosure with his community. @chrisbrogan http://twurl.nl/f6qb0u 10 #smgps
New models are emerging that expand one paid post into on-going campaigns across multiple SM platforms e.g. blogs, Twitter, etc. 11 #smgps.
Campaign Sponsored Conversations between SM content publishers and advertisers go from ad placement to a partnership relationship. 12 #smgps
The “campaign sponsored conversation” model appears to be based on payment or product/services; some times both are included. 13 #smgps
Resources: @jowyang List of Sponsored Conversations http://twurl.nl/am7m3 WOMMA Disclosure Tool Kit http://twurl.nl/08dg4h 14 #smgps
Question: What do you expect frm a company entering into a sponsored conversation contract? Interview Melanie Notkin @savvyauntie 15 #smgps
Question: What do you look for in inviting bloggers to participate in Ford SM initiatives? Interview Scott Monty @scottmonty 16 #smgps
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