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Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
« Leading European Social Media and Marketing Group »
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
• Who we are?• What is sponsored conversation?• Why pay bloggers?• Ethics• Case Studies•How we identify influencial bloggers?
Sponsored Conversation. Does it pay to pay?
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
The Wikio Group
WIKIO
#1 Blog portal for blog and media news, around 20 millions Unique Visitors
www.wikio.com
EBUZZING
First European platform for engaging advertisers with bloggers, more than a 1 000 000 Blogs in 6 countries
www.ebuzzing.com
OVER-BLOG
First European blogging platform with more than 1,5 million blogs
www.over-blog.com
3Wikio – Social Media and Marketing Group– Copyright 2010 - Confidentiel
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
« Sponsored conversation is a marketing technique in which marketers provide financial or material compensation to bloggers in exchange for their posting blog content about a brand. »
Forrester research
Definition
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
« The 3 types of sponsored conversation
Article creation
Video Creation
Combination of the two
Definition
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Objective: • Create traffic and buzz for Just Dance
Strategy: • Bloggers had to create videos and then publish
them on their network as well as Facebook
• Sponsored conversation, bloggers created articles to advertise the new contest
Outcome:• High conversation with fantastic content written : hundreds of spontaneous articles
• Increase of Ubisoft’s presence on social networks with more than 1 million views of the created videos
• 23 515 clicks
• Great SEO benefit, influential bloggers ranking highly
Ubisoft – Case Study 1
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Why Pay Bloggers ?
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
SCALE,...
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
RECOMMAND
Quality Costs...
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
RECOMMAND
..., It’s Hard work
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
RECOMMAND
onto a media schedule
You can now put blogs
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Ethics
You can’t buy trust! Correct
Sponsored conversation is not about buying trust.
It is about openly engaging with your brand advocates in a professional capacity in order to give your campaigns
ScaleAccountabilityQuality Content
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Disclaimer is mandatory
No follow tags are mandatory
Bloggers should not change their style for sponsored posts
They should not display videos they wouldn’t just because it’s sponsored
They should tweet your sponsored posts
They should answer comments just the way you would do it
They need to be true to their readers
Ethics
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
RECOMMEND
Like – Recommend - Earn
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
OMG, how good is this! Thanks for the heads up. I pray to god that I win.
Yep will vote for you and might enter - especially if they'll
throw in a Nanny for my kids....
That sounds like bliss..keep us posted so we can vote for you XXX
Right environment = Conversation
Radisson hotels are my favourite. I found your website via the internet, googling hotel rates and offers. I will
definitely try to win these nights stay. cheers
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
And with video………….Use your video content as a tool for conversation within an article, not simply to drive traffic.
I love these videos. Brilliant idea for a campaign and
obviously really great message as well!
I think it's a really important issue and something which definitely should be addressed in England. It is a privilege to be on the road.
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
The Competition The Wardrobe Day
Case study 2 The eBay Wardrobe – Step 1
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
The videos that the bloggers took, are compiled and seeded over 1,000 long tail blogs
ArticlesNumber 21Views 820,000Comments 800
VideoBlogs 1,021Views:-600,000Clicks 20,000
Case Study 2 The eBay Wardrobe – Step 2
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Unique and Interesting content
Relevant environment
Influential bloggers taking part
The Campaign had scale. It had three key phasesArticle creation and competitionVideo / photo and further article content creationVideo seeding
Case Study 2 The eBay Wardrobe –
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Choose male/ style bloggers and send them test samples Have the bloggers report their via sponsored articles Alongside campaign, video broadcasting of viral videos
224 articles
400,000 views
L’Oreal
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Identifying Influencers
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Number + Weight of links from other blogs.
Weight rate increases based on how recently it was published.
Number of back tweets
Rankings updated on monthly basis
Wikio Influencer Algorithm
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Football Cinema Cycling
We openly list top 100 blogs by category at wikio.co.uk
Top Blogs
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
Innovative ideas – It’s not about a press release
Affinity between advertiser and blogger is a must
A network – Without a platform you can’t get scale
A content rich environment
Reward for work
What Works Best?
Wikio – Social Media and Marketing Group – Copyright 2010 - Confidential
..., brand advocates
A platform for,...
Thankyou