Posts Tagged ‘cc chapman’

Advertising/Sponsorship And The Blogosphere – Issues To Consider?

April 20, 2008

Coming back to thoughts from the IDC Conference, one topic of debate was whether advertising on blogs is okay and whether it sends the right kind of message. Let’s look at it both from the corporation and from the blogger’s point of view.

The Blogger Point Of View.

I personally think third party advertising (ie Nuffnang, Google Adwords/Adsense) is okay. You’re not directly endorsing whatever they’re advertising, just making use of your internet “real estate”. And just like the real world, if you have prime real estate (ie high blog traffic of the right demographics), then why not make some money out of it? After all you’ve worked hard to build that brand and/or community and adding value, no reason why you shouldn’t reap some reward.

What I do have issue with if going straight for advertising. Starting out blogs with the intention of selling space or drawing attention to your 125×125 boxes that you’re willing to sell at $15/week or whatever. It makes me question the validity of the blog and if I should worry about whether you’re telling me A is better than B because A is in one of the 125×125 boxes.

I’m going to condense this with the issue of trust. I haven’t had companies approach me with incentives in return to review stuff. One thing I did opt in for was Joseph Jaffe’s Use New Marketing To Prove New Marketing campaign, where I receive a copy of Join The Conversation and post a review in return. (It’s coming soon). I think that’s fine for three reasons:

1) It’s directly in my niche

2) Jaffe doesn’t ask for a positive review, just an honest review.

3) It’s clear that I got the book for free and I’m reviewing it in return, as opposed to when I plug books that I paid money for.

I think as long as people know that there was a sponsorship involved, they’re fine with it. The big issue is when they’re misled. Then the backlash really comes. For example if I took Jaffe’s book and said it’s God’s gift to marketers/PR agencies/advertisers/the whole world, but didn’t tell them I got $0.10 for every book sale that comes from me, that will hurt me when it comes out. And believe me, it will come out. (That said, I am not making money from Jaffe’s book in any way)

And as a blogger I’d treat any similar “freebie” the same way. I’d be happy to take your product and give it a spin, but the fact that I had that privilege, is not going to colour my review or thoughts either way.

The Corporation’s Point Of View

Many businesses don’t look to bloggers to get their word out yet, because they’re worried about control. What if I give the blogger A and he says A sucks. Well, it comes with the territory. If you don’t give the blogger that product, someone else is going to pay money for it and blog that it sucks anyway. The fault is the product, not the message.

I think the most important thing is not to come across as a company who wants the same thing every company wants (even if you do). Because bloggers will know. A great case study which happened in the US, but could well happen anywhere, is the GM sponsorship of a Manic Mommies event, as covered in CC Chapman’s Managing The Gray. It’s a lengthy case study and you should listen to the podcast to get the full story, but essentially they didn’t say “Here’s $30k, do what you want but plaster our logo everywhere”.

No, they listened to what the Manic Mommies needed and focused on finding the common space where they can add value and build relationships, which really is what this whole space is about.

Ultimately, this space is new and is ever-changing. But trust, transparency and reputation will always be important. The method of doing your advertising online, who you approach and the results may vary, but you have to do it right. Not just “right” in terms of achieving the right metrics and ROI, but right in the proper way that values people and relationships, which will pay for it self many times over in the longterm.

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Podcast Of The Month: March

April 11, 2008

This is late so I’m going to jump straight into it. My choice for the March podcast of the month goes to Six Pixels of Separation for the interview with Seth Godin in #93. I also listened to #94 – #97, and #97 is the episode where Mitch talks about Social Media Breakfast: Singapore, so you might want to check that out as well.

Other podcasts that I really think you should check out:

I really enjoyed listening to CC Chapman on Managing The Gray where he responded to Intellagirl’s challenge on how to get non-social media people into social media, as well as his coverage of SXSW.

With that said I also enjoyed Shill’s thoughts on SXSW coverage happening literally everywhere else, and how that feels from people not at the event. I really felt their point of view because I was one of those people getting bombarded non-stop on Twitter about SXSW. Probably something everyone will have to figure out for the next event.

Joseph Jaffe also weighed in on the SXSW coverage and Intellagirl’s challenge in Jaffe Juice #107 as well as facing outward from the fishbowl. An observation which I think is spot on.

Marketing Over Coffee was also good this month with an episode on what to do with your house list, two parts on the state of search and talking about the power of free.

Two new podcasts I picked up are For Immediate Release which comes out so frequently I can barely keep up but some good, thought provoking content in there, as well as Inside PR, whose discussion on ethics in PR to be very enlightening in #103 and #104

As always I am open to any and all suggestions for new podcasts to listen do. Just drop me a comment! While you’re at it, why not check out the podcast of the month for February and January as well?

Sheylara And I Present: Social Media Breakfast Video

March 26, 2008

Sheylara and I met up just yesterday to squeeze out this video to serve as a trailer for Social Media Breakfast: Singapore happening on Saturday (full disclosure: she did most of the work and deserves most of the credit). Check it out:

I’ve been asked a few times what exactly the Social Media Breakfast is for. To me, it’s mainly for networking and meeting like-minded people who are into the social media space. That said, I think it’s perfectly fine if anyone feels that the main purpose is for fun or socialising or anything like that.

The other question is whether discussion has to be about social media, and I think the answer is no. I think it’s great to talk about the last movie you watched, or what you usually have for breakfast, or if you are a Twitter-addict. Anything goes. I suspect the true magic and connections will materialise after the event, when these relationships are allowed to grow both online and offline, as CC Chapman alludes to from his SXSW experience.

The ultimate goal of Social Media Breakfast? To me, as a believer of Mitch Joel’s belief of building communities and Joseph Jaffe’s belief of creating and joining conversations, the ultimate goal would be to really build up the social media community in Singapore, regardless of individual usages, be it personal, work, school or play.

If you’re interested in attending the event, the Facebook event page can be found here. Breakfast is $4 a person, but you will receive the personal tagging kit free!

If you need to speak to anyone to clarify anything, there’s me, Derrick or Sheylara online, or on Twitter at @uniquefrequency, @derrickkwa, @sheylara. See you on Saturday!

Blogs I’m Subscribed To: February

March 6, 2008

I subscribe to so many new blogs a day it’s crazy. On one hand I feel like I should stick to just a few, on the other there is so much good material out there, it seems like I’m never following enough.

So I decided to come up with an experiment:

  • Put all new blogs in a monthly folder on Google Reader
  • Star great posts from the respective bloggers
  • Take a look at the end of the month who’s worth keeping (I mean if they haven’t gotten a single star post in 30 days, I probably don’t need to subscribe to them)

The result? About 30 blogs stayed on my subscription list, of particular mention (in no particular order):

  • Adam Stiles (of LinkRiver) – I’m admittedly not using LinkRiver a whole lot these days, but I do still follow what Adam has to say on his blog. I actually think LinkRiver has good functions, but just needs a little bit more critical mass.
  • CC Chapman – Heard of CC for awhile from Six Pounds of sound, but a recent post which highlighted CC on Second Life talking to some students, as well as a great musical pick by bill last month really made me sit up and take notice. The man takes great pictures too.
  • Claud Talking – I think I was randomly searching Tweetscan for “Singapore” and came across Claud. It’s nice to see a local blog know and “get” social media, without just being a Meepok blog.
  • Tony Hung @ Deep Jive Interests – I probably first picked up this post on Twitter from Tony, and since then have been following him both on Twitter as well as FriendFeed.
  • Tiffany Monhollon @ Personal PR – I first found Personal PR by a post on 27 secrets to linking like a master networker and then later came across 5 comments not to post on blogs which came in very useful for a project of mine. Instant subscription.
  • Rex Hammond @ RexblogTwitter is something you’ll never understand, so stop trying. ‘Nuff said.
  • Chris Clarke @ Student PR – I can’t even pick out one single post that’s more deserving of attention than other posts. Read everything.
  • Frederic @ The Last Podcast – Picked up for How I Use FriendFeed, been following via RSS and FriendFeed ever since.
  • Jeremiah Owyang – A lot of stuff flies over my head because I’m not a practitioner like he is. But there’s still a load of good stuff in there and he does try to write for the newbies as well, so credit there.

I’m following most (if not all) of these bloggers in Twitter as well, look for them via my Twitter page if you like. (And follow me too!)

More blogs to share? Drop your URL and/or RSS feed into the comments below. I’m always on the lookout for new, interesting and educational stuff to read, absorb and most importantly, share.

Election Social Media: We Are The Ones

March 2, 2008

I posted some time back about will.i.am’s video on YouTube: Yes We Can in support of Barack Obama in the presidential race. Well will.i.am’s at it again (picked up from CC Chapman), this time with We Are The Ones.

Maybe I find this particularly interesting because I’m from Singapore and our political scene isn’t as “alive” as America’s, but I think between these videos, the ObamaGirl videos and Twitter activity, it’s just so exciting to just watch this social media phenomenon unfold and just be a part of it, even as a spectator.