best practices, part ii at blogher '13

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Best Practices, Part II at BlogHer '13

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  • 1.Best Practices for Bloggers, sponsored by the IAB

2. #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 3. #BH13IAB INTERNET 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: Its not bragging if you did it! Hands-on Workshop 4. #BH13IAB INTERNET SSID: BlogHer | No Password Required Monetizing with Advertising & Sponsored Content Advertising = Passive Sponsored = Active No one makes it from just one revenue stream 5. #BH13IAB INTERNET SSID: BlogHer | No Password Required Q. Where do deals come from? A. The Digital RFP NEED SOME ART CAN JOY HELP? 6. #BH13IAB INTERNET SSID: BlogHer | No Password Required Maximizing your Ad Earnings Its like real estate location is everything The right number of units, in the right place High Impact units - portrait, billboard, pushdown, mobile Targeting keywords, content, context 7. #BH13IAB INTERNET 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 8. #BH13IAB INTERNET SSID: BlogHer | No Password Required BlogHer Opportunities with Brands Sponsored Content On Your Blog Reviews Sponsored Posts Social Media Influencers Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) Visionaries Consumer Panel Sampling and Surveys 9. #BH13IAB INTERNET SSID: BlogHer | No Password Required Best practices for disclosure Source: ragtrader shop: ragtrader.etsy.com 10. #BH13IAB INTERNET 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 11. #BH13IAB INTERNET 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. Dont say you used it if you didnt, and if you dont like it, say so. Get the information you need to be accurate Read agreements carefully 12. #BH13IAB INTERNET 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 its not clear from the context, the connection must be disclosed. 13. #BH13IAB INTERNET 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. Its 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 14. #BH13IAB INTERNET SSID: BlogHer | No Password Required Self Promotion: Differentiation in a Sea of Sameness Source: Kevin & Amanda, kevinandamanda.com 15. #BH13IAB INTERNET SSID: BlogHer | No Password Required 3 Media Training Tips elisa 16. #BH13IAB INTERNET SSID: BlogHer | No Password Required 2 Speaker Submission Tips - elisa 17. #BH13IAB INTERNET SSID: BlogHer | No Password Required Whats Your Awesome? Source: Pinterest, pinned from H&M website 18. #BH13IAB INTERNET SSID: BlogHer | No Password Required Exercise: Whats 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 _____________. 19. #BH13IAB INTERNET SSID: BlogHer | No Password Required How BlogHer Shares Your Awesome with our Sponsors 20. #BH13IAB INTERNET SSID: BlogHer | No Password Required Hands-on Workshop Do it because you love it! Photo source: Meg Duerksen, whatever 21. #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 22. 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