ebuzzing - formalising the PR relationship with Bloggers?

This is a sponsored post from ebuzzing

Find out more on ebuzzing.co.uk
I've been pleasantly surprised by ebuzzing. They're part of the Wikio Group, who are focussed on getting bloggers to post about about brands that they like - and get paid for it.

Despite running a backwater blog on obscure mobile phone related nonsense, I often get emailed by companies wanting to promote themselves here. Sometimes they offer review goods to keep, sometimes cash, sometime they don't want anyone to know they're paying for the post.

As a blogger, I've no real way of assessing my market worth - nor how to deal with the tax implications of being sent free "stuff". I've got a pretty clear idea of the ethics - always reveal if you've been paid to blog - but I'm slightly unsure of the legals.

That's why I think ebuzzing is a great idea. A fixed payment for blog posts and a clear set of ethical guidelines.

Payments are either per post - this one is netting me £30 - or pay per view - usually around 2p-5p.

Posts have to be approved by moderators. This could be a bit tricky - do you want someone telling you what you can and can't write on your blog? I've found them to be very fair. Despite my less than fulsome praise for the Dell Duo the only changes ebuzzing wanted were to ensure that I'd correctly included the links to the client's content and that I'd spelt their name correctly. No heavy-handedness at all.

Posts have a minimum word-count and have to feature links to the client and any marketing collateral they want. Usually an embedded image or video.

I must confess that I've found some of the campaigns a little lacklustre. Sometimes they're little more than "embed this video and ask your readers to discuss why they like cheese." To me, that's an advertorial rather than a genuine discussion. Of course, if you don't run the cheese campaign, you don't have to.

My Perfect ebuzzing Campaign

This campaign is also an opportunity to imagine your perfect campaign: who are the brands you’d love to work with? What would be the best way, in your opinion, to create an original experience between your community and those brands? We’d love to hear your ideas!

I think any successful campaign has to focus on two things.

  1. What the blogger can - or would - do with the product.
  2. What the reader can get out of the promotion.

I'd love to see more exclusive content, more competitions, and more blog-focused promotions. Sending people off to join a Facebook group feels a little 2009 to me. Pick winners from the best blog comments - similar to the Ping Pong competition on Vikki Chowney's blog.

I could also imagine a phone manufacturer posting photos of landmarks taken with their hot new phone. Then get bloggers and their commenters to post photos of the same landmarks taken with their crappy old camera-phone.

Sign Up

If you're interested in signing your blog up, you can find out more on ebuzzing.co.uk. There are no joining fees and you're free to pick and choose what you'd like to blog about.

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