Curated by: Luigi Canali De Rossi

Friday, August 20, 2004

EXTRA! Advertisers Reward Bloggers For Doing What They Do Best: Blogging. Blogversations Does The Rest

Blogversations is a hot and juicy next-to-be launched service that really strikes the perfect Cluetrain chord: markets are conversations. The idea is: Let bloggers write, review and comment with genuine passion while rewarding their valuable marketing effort in tangible ways.

Let bloggers discuss and contend among themselves the best take on anyone product and service while reaping the tremendous benefits of the credibility and targeted reach they command.

Here's how Blogversations will work:

1) Matching of advertisers with bloggers

2) Advertisers choose a topic or question to be covered

3) Bloggers discuss the topic or question, and place a link to the discussion on their blog's front page

4) Advertisers truly engage audiences without interrupting, distracting or doing other evil

5) Bloggers get paid for doing what they do best - blogging!

Advantages to advertisers:

Instantly build real engagement with tuned-out audiences. Leverage engagement to build credibility, authority, and authenticity for your brands. Provide consumers advertising that creates benefits - not that imposes costs and annoys.

Advantages to bloggers:

  • Leverage your authority, credibility and highly loyal audience to make your publishing hobby a sustainable one

  • Keep your credibility and transparency.
  • Prevent your site from being filled by noisy, intrusive and distracting banner ads in the process.
  • Turn your best ideas, opinions, and viewpoints into tangible value. Heaven's is here!
  • Engage your audience with the very thought-provoking issues and questions that were the main obstacles to your ability to pool up more ads and sponsors.

A great example:

You are:

A maker of media production software.

You sponsor:

2 well-known media and technology bloggers to review your latest products vis a vis your competition. One of them loves what you've done; the other doesn't.

You gain:

Credibility with their readers, dialogue with influencers, and a much deeper understanding of what really drives consumers in your market.

This is a SUPERidea whose time has long come and I am all for supporting it!

It provides a much powerful alternative to the stranglehold opportunities offered by many a commercial online publisher, who for a few hundred bucks will write whichever superficial review about your new product. Unfortunately, not only these reviews are quite costly, but they lack all of the genuine reviewer's passion and insight that a true quality blogger would provide.

And you know what?

You will be finally able to tell products and companies that care, are honest, transparent to their audiences, and that are not afraid of learning from their mistakes in the open.

Hey, that's really something.

Highly recommended.



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Readers' Comments    
2004-08-20 17:34:47

Nollind Whachell

Sounds interesting but definitely need to see this in action to fully understand it. For example, how is the tracking done? If it is just a link, that means people have to click the link on the blog for the volume of traffic/interest to be gauged. If I show up on the blog, I may participate in the conversation but I probably wouldn't click the link to go offsite. Now if it was an image or something embedded within the blog page, where the discussion was, then they could track the volume of conversations on that page. No need for anyone to click a link offsite.

Another question is can any blog participate? If so, if the conversation is interesting you might have a slew of blogs linking to the question. The company posting the question may only have a small budget, so who gets the money? Only the larger high traffic sites? If so, if I was a smaller site, then I'd get ticked off that I didn't get any funds for my traffic even if it was only a small amount.

As I said, I definitely need to see this in action. Still I find it somewhat funny reading about this. I mean if companies just looked at their referrer logs, they could see who is generating traffic for them. Why not just pass some of their advertising budget to these sites, especially the ones who drive a lot of traffic towards them? Hopefully this new model will allow smaller blogs to generate revenue as well though.

posted by Robin Good on Friday, August 20 2004, updated on Tuesday, May 5 2015

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