Blogvertising: Opportunity (and Risk)
It appears as if there are two types of divergent ideas of blogs out there. In one camp are the passionate bloggers who do this because they love it and want to be doing it. Sites represented by BlogAds typify this passionate group. On the other side are capitalists who are using blogs as a source of revenue. Weblogs Inc., for example, has a network of sites that fit the more traditional publishing mold, as does MarketingVOX. Tony Conrad of Blacksmith Capital led a panel comprised of Henry Copland (Blogads.com), Shawn Gold (Weblogs, Inc.), and Beth Kirsch (Audible, Inc.) where they spoke to a packed house (amazing since this was the last panel on the last day) about the best ideas and opportunities, and a few risks.
After a quick history lesson, each panelist was able to give their take on what a blog is. Henry Copland is as passionate about blogs as is his idea of bloggers - passionate individuals expressing themselves. Beth Kirsch agrees, extending this description to that of a new form of journalism, particularly something not seen in the mass media. While Shawn Gold agreed, his view is more in line with that of a publisher of an alternative newspaper. Blogs are a layer on top of traditional media, a digest for the attention deficit disorder generation.
Henry’s vision of the blogosphere is that of a hive mind from a group of individuals, and what makes them special is that they are the influencers who can be far more valuable than the average consumer. What makes an influencer so special is that they don’t just buy; they evangelize and can create many future actions through their position. This very fact can give blog advertising a much greater ROI (although perhaps harder to measure directly) than traditional CPM or CPC advertising.
As an advertiser, Beth has seen that the style of advertising is much different when placing ads into blogs. She advises advertisers to put content in front of the people instead of usurping the conversation. Blog ads can be far more edgy, and can have their own personality. Find a way to enter the conversation and tailor your campaign to the readers. In fact, some ads include links to other parts of the blogosphere that is part of the discussion. Find a way to get bloggers to talk about your ad campaign and you can really expend the lifetime and reach of a campaign. “Influentials do not do what you tell them to,” adds in Copland. “Do it right and they evangelize for you.”
While successful blog ads are exceedingly different, you have to be careful. You don’t want to offend your audience. You want to reflect the self-image of the readers. You can also bomb by adding in too much text or missing the connection with the reader. A basic banner with no explanation of the content is just there to be seen. The best ads discuss content.
In discussing brand risks and the negative feedback that can come with blog ads and even corporate blogs, the panelists mentioned that it can turn into a positive. If you put a human face on your own corporate blog, it can break down the wall and allow you to talk to your audience. Copeland advises that it is best to choose your enemies wisely, and that an attack by the right person can work to your advantage if you have a quality product and company. Beth Kirsch says that she uses a few trusted people to verify that the ads are not too far out. And if they are, she concludes “time heals any mistake.”
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By rbs on 2008 08 15
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