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For B2C Marketing Professionals

Add Sponsored Conversations To Your Toolbox

Why You Should Pay Bloggers To Talk About Your Brand

March 2, 2009

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  • By Sean Corcoran
  • with Josh Bernoff,
  • Jeremiah K. Owyang,
  • Thomas Cummings,
  • Jennifer Wise

Why Read This Report

Kmart gave some bloggers a free shopping spree in exchange for a blog post about the experience — a practice we call sponsored conversation. With appropriate protections for disclosure and authenticity, this practice will take its place alongside public relations and advertising activities in the blogosphere. Marketers should take advantage of sponsored conversation as an entrée into the online conversation. To succeed, you should get to know the bloggers you plan to work with and set expectations across your organization.

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