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Best Practices for Bloggers, sponsored by the IAB

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Best Practices, Part II at BlogHer '13

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Page 1: Best Practices, Part II at BlogHer '13

Best Practices for Bloggers, sponsored by the IAB

Page 2: Best Practices, Part II at BlogHer '13

#BH13IAB INTERNET SSID: BlogHer | No Password Required

Best Practices for Bloggers, sponsored by the IAB

NICOLE HORSFORD, IAB Long Tail Alliance

ELISA CAMAHORT PAGE, BlogHer, @elisac

JENNY LAUCK, BlogHer, @mizzjenny

SUSAN GETGOOD, BlogHer, @sgetgood

INSTRUCTORS

Page 3: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Agenda

• Viewability and The Long Tail Alliance (IAB)• Monetizing with Advertising & Sponsored Content• Disclosure• Differentiation in a Sea of Sameness• Self Promotion: It’s not bragging if you did it!• Hands-on Workshop

Page 4: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Monetizing with Advertising & Sponsored Content

Advertising = Passive Sponsored = ActiveNo one makes it from just one revenue stream

Page 5: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Q. Where do deals come from? A. The Digital RFP

NEED SOME ART – CAN JOY HELP?

Page 6: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Maximizing your Ad Earnings

It’s like real estate – location is everythingThe right number of units, in the right placeHigh Impact units - portrait, billboard, pushdown, mobileTargeting – keywords, content, context 

Page 7: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Sponsored

Sponsored Content• On your blog• Using your social graph

(Twitter, Facebook, Pinterest, Instagram, Google+)

Securing opportunities• Through your ad network• On your own, proactively• Pitches from PR

Page 8: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

BlogHer Opportunities with Brands

Sponsored Content On Your Blog• Reviews• Sponsored PostsSocial Media Influencers• Using your social graph

(Twitter, Facebook, Pinterest, Instagram, Google+)

Visionaries Consumer Panel• Sampling and Surveys

Page 9: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Best practices for disclosure

Source: ragtrader shop: ragtrader.etsy.com

Page 10: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

The FTC Guidelines

Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”• Apply to all types of marketing, including viral, word-of-mouth,

blogs, etc. • Require disclosure of a “material connection” between a seller

and an endorser• Impose liability for false statements on both seller and

endorser

Page 11: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Bloggers must:

Disclose compensated relationships such as:• Product reviews• Paid posts or tweets• Post about a free trip or other benefit• Consulting or employment

Follow their stated policies. Failure to do so could be considered “deceptive business practice.”

Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself:• Tell the truth. Don’t say you used it if you didn’t, and if you don’t

like it, say so. • Get the information you need to be accurate

Read agreements carefully

Page 12: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

The Bottom Line

Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed?

If it’s not clear from the context, the connection must be disclosed.

Page 13: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Best Practice

Always best to include organic disclosure – in the body of the post or the context of the tweet/Facebook/Pinterest (etc.) update

Include a clear sponsor statement. NOT just for the FTC. You are acting for a brand, you should acknowledge it. It’s what your readers expect and the brand deserves. • On blog posts, a simple disclosure at the top of a post: This is a

sponsored post from BRAND. • On the social graph, use the brand hashtag and #ad or

#sponsored

Page 14: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Self Promotion: Differentiation in a Sea of Sameness

Source: Kevin & Amanda, kevinandamanda.com

Page 15: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

3 Media Training Tips – elisa

Page 16: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

2 Speaker Submission Tips - elisa

Page 17: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

What’s Your Awesome?

Source: Pinterest, pinned from H&M website

Page 18: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Exercise: What’s Your Awesome?

Establishing You:

Share one thing that you think would be good to tout on your blog.

Establishing Your Expertise:

I am an expert in __________________ because of _____________.

Page 19: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

How BlogHer Shares Your Awesome with our Sponsors

Page 20: Best Practices, Part II at BlogHer '13

#BH13IABINTERNET SSID: BlogHer | No Password

Required

Hands-on Workshop

Do it because you love it!

Photo source: Meg Duerksen, whatever

Page 21: Best Practices, Part II at BlogHer '13

#BH13IAB INTERNET SSID: BlogHer | No Password Required

Best Practices for Bloggers, sponsored by the IAB

NICOLE HORSFORD, IAB Long Tail Alliance

ELISA CAMAHORT PAGE, BlogHer, @elisac

JENNY LAUCK, BlogHer, @mizzjenny

SUSAN GETGOOD, BlogHer, @sgetgood

INSTRUCTORS

Page 22: Best Practices, Part II at BlogHer '13

“BlogHer is a snake meal of

ideas in a wonton wrapper

of love. Afterwards you

need a 2-day nap, then it

nourishes you for a year.”– @debontherocks


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