Advertising And PR, Bloggers And Integrity Making Money While Being Honest

Advertising & PR, Bloggers & Integrity

Making money, while being honest

by Colin Charleshttp://bytebot.net/

Saturday, 4 April 2009

define: blogger

• a person who keeps and updates a blog

• a contributor to a blog or online journal

• a journal or diary that is posted on the Internet

• (writer for) a website where entries are made in journal style and displayed in reverse chronological order

Types of blogs

• Personal blogs

• Corporate blogs

• Media blogs (videoblog, photoblog)

• Device blogs (moblogs)

• Genre (politics, travel, daily life, etc.)

Is a blogger a journalist?

• define: journalist

• reporters and columnists

• abide by a code of ethics

So... is a blogger a journalist?

• Want invites to media junkets

• Love press passes

• Tend to photograph, write about events, new products, etc.

• Likes the freebiesAll to drive more traffic to a blog!

Malaysian bloggers aren’t journalists

• By and large, lack journalistic integrity

• No editors to report to

• Try to steer clear of slander/libel/defamation

• Unless they’re a political blogger

A blogger therefore, blogs for herself

• Write... about life... let there be some photos accompanying...

• Build a community of readers

• Build a significant number of readers, and you’re now elite

• Promote the elite lifestyle

• Parties, meetups, food together, etc.

However, there’s an audience

• Elite bloggers will carry some form of ads

• Some will even carry some form of sponsored posts

• Google AdWords is popular, but there exist Text Link Ads, Chitika, Amazon Store, IZEA

Why do bloggers run ads?

• To become a pro-blogger

• To make (easy) money fast

• To supplement income

• To pay for hosting

• To donate to charity

The birth of “blog advertising communities”

• Act as a bridge between bloggers and advertisers

• Network marketing/MLM-styled

• Nuffnang, Advertlets

• How does Nuffnang work?

• What is your reward?

So, is a blog-vertising community viable?

• the idea of earning your first pay cheque after 6-8 months, entices many (RM50)

• All the elite that you look up to, are on the same network

• Free parties! Free movie tickets! Free! Free!

• RM50 is quicker to earn than USD$100

Why do advertisers use blog-vertising communities?• Media buyers don’t understand social media

dynamics or the Internet

• Media buyers have no idea how to engage bloggers

• Advertising communities exist to make life easier

• Trade money for time (or understanding)

A unique selling point

“Your ad gets displayed in over 85,000 blogs for X ringgit”

Media buyers and social media

• Social media is about conversations

• A good product speaks for itself

• PR companies exist to ensure conversation takes place everywhere

• More “buzz” ensures a good PR job

Exploiting the trust

• Once an elite has created a community, know that the community trusts the author

• Creating conversations equate to brand recognition

"discuss on the deal: with your requirements, we will suggest a package of blogs that we think will suit your needs"

Media buyers going direct to market

• Approach bloggers directly

• Elite don’t write about products that they aren’t paid to anymore

• Canon Singapore’s recent (April 1 2009) success shows this can still be done, without blog advertising communities

So, bloggers, what about integrity?

• If you’re not a journalist, and you’re writing for yourself, is integrity required?

• If you have a community, who trust in you, integrity plays a big role

• Disclosure is important

Integrity

“This above all:

to thine own self be true,

And it must follow,

as the night the day,

Thou canst not them be false

to any man” -- William Shakespeare

What should advertisers look for?

• Blogs that have a disclosure policy

• Blogs that clearly state that they have been paid to review a product

• Blogs that have a useful PageRank

What should bloggers do?

• Create great content

• Your community is created on it

• Your PageRank is calculated about how often you’re in the “conversation”

• Use nofollow in sponsored links

• Always keep your integrity

Do I lose value by disclosing?

• No!

So how do bloggers make money, anyway?

• Sponsorships (podcasts)

• RSS news feed sponsorship (Daring Fireball)

• Services that pay you when you reach a certain number of page views

Works because of great content!

How can bloggers make money honestly

• Clearly identify genuine content and advertorials

• Publish a rate card

• Tell advertisers and PR firms what kind of content you’ll be happy writing about

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