Original Post: http://johnbell.typepad.com/weblog/
Yesterday, WOMMA hosted a panel webinar regarding best practices in disclosure between advertisers/marketers/brands and bloggers that speak about their products & services. Called "Ethics and Endorsements: What is Adequate Disclosure?" the panel included many industry leading experts including:
- John Bell, Current WOMMA President and Head of 360* Digital Influence team for Ogilivy PR
- Jory Des Jardin - CEO @ BlogHer
- Sean Corcoran - Forrester Research
- Tom Collinger - Professor @ Medill School @ Northwestern Univ
- Anthony DiResta - WOMMA legal counsel and Partner @ Maratt, Phelps., et al.
Below is the recent summary post from John Bell on his blog:
Digital Influence Mapping Project. Enjoy!
At WOMMA, we are launching a
project to define the best ways brands and influencer/bloggers should
tell the public of their "material relationship." If you are a brand
and plan to try and engage influencers to get them to talk, share,
create content about you, then you owe it to yourself to pay attention
to this issue and establish your own principles.
Three simple reasons why:
1. If you want to activate word of mouth it must be genuine.
You might be able to "incent" the first voice (G0) but their
followers/readers (G1, G2, Gn) will insist on knowing what you did to
engage that blogger. They need to judge the credibility for themselves.
I don't care how much credibility that blogger has earned over the
years, credibility and trust is established anew everyday.
2. You will protect your brand from online backlash. Will
the villagers rise up against your brand? The answer is that you just
never know. Do you want to be that marketer who gets "outed" for
secretly paying bloggers to post reviews? Or paying their expenses for
a visit to HQ? Some brands believe their online reputation is key to
their overall reputation and wouldn't like that.
3. The FTC is about to release their guidelines about testimonials and disclosure.
They will require you as the brand to disclose and to motivate your
influencers to do the same. The FTC wouldn't have to do this if every
brand followed to principlies like WOMMA's Honesty ROI ("R" is "relationship" as in what-is-your-material-relationship)
What brands should do for best practice disclosure:
The WOMMA Disclosure Project invites industry practitioners and thought leaders (like those at the kick-off Web Summit)
to articulate the form of best practice or "clear and meaningful"
disclosure. New platforms and behaviors are going to require new
examples. The following are my own initial thoughts for elements of
best practice disclosure for a brand and the influencers they engage.
Terms of engagement
Every
word of mouth marketing program that seeks to spark third parties to
talk about them, their products or topics relevant to the brand must
draft a "terms of engagement" and post it visibly on the program or
brand Web site. I have described this document in a recent post.
- Be clear and explicit. Name amounts or ballparks of any expenses or
other consideration you delivered. Was the product a loaner or a
keeper? Go ahead and say. No one likes it when brands are cagey about
these details.
- Ask your blogger/influencers to link to the terms of engagement or
post their own version on their site. Sometimes its best if that is
their first post about what they are doing.
Influencer Agreement
If
you are working extensively with the same bloggers (any of the brand
panels talked about here are goo dexamples of that) then craft a simple
one page agreement that compels the bloggers to disclose and promise to
only state their true opinion. It may not be enforceable beyond you
stopping working with them but it sets the right tone.
Per post disclosure
If
the inlfuencer is not part of a formal program with its own badge
(think: Walmart 11 Moms or The Fab5), then there posts and comments
should include a refernce and link to the terms of enagement, program,
or their on-site disclosure statement - e.g. "... this post is part of
my BrandX series. Click here for the terms of engagement."
- Tweets - here's a special case. The format is short and not always
connected to your full bio or your blog. Tweets should be marked
whenever practical. When I write about a client, I almost always mark
the Tweet with (cl) to indicate it's a client. If I were an influencer
and loaned a new computer to try (like maybe an Alienware - hint, hint)
and I blogged and tweeted about the experience, how should I mark those
tweets? Alienware didn't pay me. The entire material relationship is
the 2 month loan of the computer (I have never done this. This is just
a hypothetical). I can't call them "sponsor" nor can I call them
"partner" as both are too formal and inaccurate.
Three solutions:
- Add mention of the program in your Twitter bio page with a link to the Terms of Engagement on your blog
- Add (disc) to your tweet, preferably with a link to the Terms of Engagement.
- If you are simply linking to a post that is fully diclosed, the
Tweet, itself, can go without. But if you are stating opinion in a
tweet, then mark it.
Site badges
Many
sustained programs have the influencers post badges on their main blogs
identifying them as part of a group program or brand panel. That badge
is good for everyone. It works best when it links to the prgram
description complete with a Terms of Engagement. It serves everyone
best if that badge is above the fold to be in line of sight with the
latest posts. The influencer still needs a per post disclosure to
deliver via RSS feed or if she syndicates content anywhere.
Social media bio
By
adding a statement in your "about us" or bio page about your
involvement with a particular brand or your likelihood to engage with
brands from time to time, you have gone the extra mile to be clear with
people.
Align with WOMMA
WOMMA
has the industry standard ethics policies including policies on
disclosure. If you are a member, then those policies becme your own.
They will protect you, your brand and the consumer. It is a great way
top get a large organization aligned about a non-partisan standard.
Just tell everyone in the marcom disciplines that they need to behave
according to the WOMMA ethics.
What do you think is "best practice disclosure?"
Hope that you enjoyed John's post. If you have any comments about this webinar and content, or would like to add your two cents to the topic of "Ethics and Endorsements: What is Adequate Disclosure?" please comment here. Thanks
Original Post: http://johnbell.typepad.com/weblog/