Blognomics – Written by David Lee (Nuffnang Australia)

Forrester’s thoughts on Sponsored Conversations

Groundswell Forrester Sponsored Conversation - Nuffnang Australia

In this post, Forrest explores the use of Sponsored Conversations by marketers.  The table above explores the benefits and challenges of various approaches to blog marketing.

It addresses the challenges we often see PR approaching bloggers but can gain litle reach/scale.  Advertising is the easiest form but lacks engagement.  Forrester puts it clearly:

“The challenge, of course, is can bloggers do this and retain any credibility?

We believe they can, if — and only if — they obey two rules.

1. They must disclose that they are being paid.
2. They must be able to write whatever they want, positive or negative.

These are requirements, since any blogger or marketer who violates them will not be credible. But for marketers to succeed, we have two other suggestions:

1. Pick blogs that match your products. This is why it makes sense for Ford to work with Jessica Smith, a mommy blogger, to talk about its new minivan.
2. Build a relationship with these bloggers, so you can extend this connection.”