| Sponsored conversation is a strategy that allows | | | | One of the key advantages of a sponsored |
| companies to tap into the tempest of social media | | | | conversation is the flexibility with which companies can |
| marketing. By offering compensation to publishers, | | | | measure results. By tracking impressions, unique |
| marketers can enjoy exposure through Twitter, | | | | visitors, or actions, marketers can calculate their ROI |
| Facebook, a sponsored blog, and similar online | | | | based upon the performance parameters they define. |
| channels. This strategy should not be approached | | | | Advertisers can have trackable links placed within blog |
| haphazardly. Paid blogging is still misunderstood by | | | | posts, tweets, and status updates in order to measure |
| many people and there remains a potential for stirring | | | | the effectiveness of each individual sponsored |
| controversy. That said, if executed properly, a | | | | conversation. |
| sponsored conversation can generate measurable | | | | For example, a company might wish to pay a blogger |
| buzz and produce scalable sales. | | | | or social media publisher for each new post or status |
| We'll describe how paid blogging and other forms of | | | | update. Or, they might prefer to pay per click based on |
| social media marketing provides marketers with a | | | | a value they calculate for each visitor. Some |
| seamless blend of advertising and public relations | | | | marketers might wish to design a payment schedule |
| online. We'll also explain different methods of | | | | based on post-click conversions generated on the |
| compensation and the parameters by which | | | | company's website. This flexibility in measuring each |
| performance is measured. | | | | conversation's performance allows advertisers to |
| Sponsored Conversation: The Best of Both Worlds | | | | control campaign costs while maximizing their ROI. |
| The challenge of traditional advertising is that it often | | | | How to Make a Sponsored Blog Work |
| lacks a conversational voice. While placement and | | | | There are two main criteria that influence how well a |
| exposure are guaranteed, the message lacks | | | | sponsored conversation performs. Both are left in the |
| authenticity. As a result, it is not uncommon for | | | | hands of the blogger or publisher. The first factor is a |
| advertising campaigns to generate low response rates. | | | | full disclosure of the sponsorship. Few things will impact |
| By contrast, when a blogger or social media publisher | | | | a publisher's credibility more than hiding the fact that |
| mentions a particular company, his or her post is | | | | they are receiving compensation for posting about |
| infused with an authentic voice. That natural | | | | certain products or services. The second factor is |
| authenticity can produce a dramatic increase in | | | | authenticity. A publisher must have the freedom to |
| response rates. The challenge is that the exposure is | | | | post with sincerity. That means communicating both |
| unreliable. | | | | positive and negative thoughts (if any) to their |
| Sponsored conversations merge advertising with social | | | | readership. This authenticity is essential to making a |
| media publishing to provide the best of both worlds. | | | | sponsored conversation work. Without it, a blogger or |
| Marketers can take advantage of paid blogging to | | | | social media publisher will lose credibility. |
| guarantee coverage of their brand and products | | | | Sponsored Conversation: Blending Public Relations and |
| through an authentic voice. | | | | Advertising |
| Methods of Compensating Sponsored Conversations | | | | As long as a sponsored conversation is transparent |
| There are many ways in which marketers can | | | | and the publisher is given the freedom to write with |
| compensate a sponsored conversation, including cash, | | | | sincerity, advertisers stand to yield significant benefits. |
| shopping sprees, and gift cards. For example, in late | | | | They will be able to enjoy guaranteed exposure for |
| 2008, Kmart offered shopping sprees to several | | | | their brand and products. Plus, they can tap into a |
| high-profile bloggers in order to enlist their help to | | | | publisher's social media network. Each person within |
| promote a seasonal sale. Other forms of payment | | | | that network controls and influences their own |
| might include specific products such as groceries, | | | | network. If orchestrated correctly, a sponsored |
| software, movie tickets, or even cars. In early 2009, | | | | conversation can be launched to trigger a groundswell |
| Symantec compensated bloggers with products | | | | of buzz and sales. It is measurable; it is scalable; it is a |
| related to their business. Because compensation can | | | | cost-effective marketing solution that seamlessly |
| be negotiated individually, companies can easily | | | | blends public relations and advertising. For many |
| manage the ROI of each sponsored conversation. | | | | companies, it can form the foundation of long-term |
| Sponsored Conversation Supports Flexible | | | | brand loyalty. |
| Performance Parameters | | | | |