Social Media Marketing GSP: A Tweet-book

SOCIAL MEDIA MARKETING GPS - CHAPTER 9 Sponsored Conversations Interview With Scott Monty

Sponsored Conversations

We're trying to include non-traditional bloggers (i.e. more than automotive media) - tech, green, parents, lifestyle bloggers 1 #smgps

Established entitites are preferred - they need to have a known, respected presence with significant reach/engagement with readers 2 #smgps

We get a lot of requests for "loaner" cars from people who treat us like a car rental company - that just doesn't work 3 #smgps

Bloggers that are trusted by their communities are best - free of controversy, transparent w/readers, engage well on many platforms 4 #smgps

We require them to be completely honest about how they got the vehicle or got invited to our events 5 #smgps

Whenever possible, we like to give bloggers an experience that they can't get elsewhere - access to high-level people & cool places 6 #smgps

We don't require them to post anything, but if they do, we suggest hashtags, to make aggregating content easier. 7 #smgps

Ultimately, we expect bloggers to be 100% completely honest with their readers, otherwise it won't sit well. 8 #smgps

We're ready to heard the negative as well as the positive. It's only by listening that we continue to learn. 9 #smgps

On the other side, our executives love meeting with bloggers, as it's a different world for them that they're fascinated by. 10 #smgps

It's different from the crush of journalists execs are used to. 1:1 conversation, engagement and genuine curiosity on both sides. 11 #smgps

Alan Mulally gave the keynote at CES this year, went to a blogger dinner and *loved* it - he continues to remark on it. 12 #smgps

As a prime example of how our CEO enjoys sharing & learning from bloggers and the public, see http://bit.ly/wgI0Z (expand ) 13 #smgps

The #fiestamovement is the perfect example of co-creation. Digital influencers giving feedback on how to improve the car for U.S.14 #smgps

Ideally, the blogger relations function doesn't begin & end with marketing and communications efforts.15 #smgps

The input, feedback & relationships built could extend to customer service, product development, IT, HR and more.16 #smgps

ScottMonty: If we do it right, we'll be able to effectively connect with consumers and let them connect with each other.17. #smgps

More From Scott Monty @scottmonty The Social Media Marketing Blog Ford Motor Company

SOCIAL MEDIA MARKETING GPS - CHAPTER 9 Sponsored Conversations Interview With Melanie Notkin

 

Sponsored Conversations

I expect feedback to improve my ability to have a sponsored conversation that meets the expectations of the participants & client 1 #smgps

In order to have an effective sponsored conversation, you need content. I expect the client to provide that. 2 #smgps

Disney Team at Razorfish asked me to participate in a Twitter Sponsored Conversation last month. They told me it was a success 3 #smgps

The story about the Disney / @savvyauntie sponsored conversation is told well here by @eholmeswsj here http://budurl.com/wsjdis 4 #smgps

@robblatt said in his WSJ comments my ...involvement with Disney was only way I was aware that Pinocchio was available for purchase 5 #smgps

The Chicago Tribune also reviewed my Sponsored Tweets by Disney favorably among other sponsored convos http://budurl.com/ctribdis 6 #smgps

Over 600 of you clicked that blog link, plus many more created your own links I cannot track. I loved the comments! 9 #smgps

Disney allowed me to have an authentic conversation with my Followers-never told me what to Tweet. That's important! 10 #smgps

Before I did launched the Sponsored Conversation with Disney, I went to my advisers and asked for advice and they came thru! 11 #smgps

@edhorwich My advisers agreed with transparency/authenticity but also good benchmarking to see trackable results. 12 #smgps

Since some of you asked, Disney approached me for Sponsored Conversation and let me show them how it's done :) kudos to them 13 #smgps

Disney = Family Brand. Savvy Auntie = Family Brand. Sponsored Conversation = Authentic. 16 #smgps

I took launching pilot Twitter Sponsored Conversation campaign 4 Disney seriously. Knew if success could be win/win for long time 18 #smgps

Sponsored Conversations can be vry powerful if done authentically. Companies should leave to the "trusted sources" to lead the way 19 #smgps

Bloggers, Tweeters and all social media publishers can show even Fortune 500 companies how it's done. Lead the way! 20 #smgps

More From Melanie Notkin @savvyauntie SavvyAuntie

SOCIAL MEDIA MARKETING GPS - CHAPTER 9 Sponsored Conversations

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