Comments on: How Much Does It Cost To Borrow Your Brand? http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/ Thu, 24 May 2012 05:50:55 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Social Media Experts? (SMEs) | Bill Cammack http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/#comment-19327 Social Media Experts? (SMEs) | Bill Cammack Fri, 23 Jan 2009 18:24:24 +0000 http://billcammack.com/?p=2667#comment-19327 [...] there have been a couple of situations that have caused people in the Social Media community to band together and point fingers at people [...] [...] there have been a couple of situations that have caused people in the Social Media community to band together and point fingers at people [...]

]]> By: Bill Cammack http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/#comment-18658 Bill Cammack Mon, 15 Dec 2008 20:54:49 +0000 http://billcammack.com/?p=2667#comment-18658 @Dan: HAHAHAHAHAHAHAHAHAHAHAAAAAAAAA omg. See what a brotha gets for tryinna throw some business to a friend? :D hahaha omg! :D @Dan: HAHAHAHAHAHAHAHAHAHAHAAAAAAAAA
omg.

See what a brotha gets for tryinna throw some business to a friend? :D

hahaha omg! :D

]]> By: danielmcvicar http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/#comment-18657 danielmcvicar Mon, 15 Dec 2008 19:58:16 +0000 http://billcammack.com/?p=2667#comment-18657 Hi Bill McVicar Beer has an official position that we do not pay per post, or per recommendation. Our elusive brew may not be available at your bar, so please enjoy your Foster's and dream about McVicar Beer. Hi Bill
McVicar Beer has an official position that we do not pay per post, or per recommendation. Our elusive brew may not be available at your bar, so please enjoy your Foster’s and dream about McVicar Beer.

]]> By: Bill Cammack http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/#comment-18655 Bill Cammack Mon, 15 Dec 2008 09:45:07 +0000 http://billcammack.com/?p=2667#comment-18655 @Golf Girl: That's a good analogy. Basically, you want to endorse products/services you believe in because if someone actually GOES THERE or BUYS what you recommended, you want them to enjoy their experience so your "cred" is bolstered, not diminished. One of the things about online advertising at this point is that sources of $$$ are so scarce that people end up accepting whatever sponsorships they can get as opposed to selecting the most attractive one from a bunch of "suitors". So far, it's only been the content creators that have an actual use for the sponsoring company's product that have given believable verbal endorsements of the products past "this episode of ___ is brought to you by ___". Also, sponsors tend to become involved after the fact, so they don't really have anything to do with the actual MAKING of the episodes, so that opportunity to work product placement into the script is lost. This is really bigger than payment, though. That's why I said to Mary (18) that each person will decide how big a deal this is for them. I'm in the next <a href="http://indymogul.com" rel="nofollow">Indy Mogul</a> episode that should be airing tomorrow (Tuesday). As much as I admire Erik, Justin, Jared & Steve and they're all friends of mine, I had to read the script before I OKed my involvement. What you don't want to happen to your personal brand is to accidentally (more like due to your own neglect) be a part of a video that you're not willing to stand behind next week, next month, next year or WHENEVER. So "how much does it cost?" doesn't refer to money. It refers to ANYTHING that you're willing to lend YOUR personal or company brand to. Anything you get behind, Any Facebook group you join, Any Ning community you join, Any show you participate in, Any blog posts or other content you create, even Any comments you make on other people's blogs add to people's perception of you, so it's really important to consider the potential cost of involvement if you're building your career or personal reputation on the net. @Golf Girl: That’s a good analogy. Basically, you want to endorse products/services you believe in because if someone actually GOES THERE or BUYS what you recommended, you want them to enjoy their experience so your “cred” is bolstered, not diminished.

One of the things about online advertising at this point is that sources of $$$ are so scarce that people end up accepting whatever sponsorships they can get as opposed to selecting the most attractive one from a bunch of “suitors”.

So far, it’s only been the content creators that have an actual use for the sponsoring company’s product that have given believable verbal endorsements of the products past “this episode of ___ is brought to you by ___”. Also, sponsors tend to become involved after the fact, so they don’t really have anything to do with the actual MAKING of the episodes, so that opportunity to work product placement into the script is lost.

This is really bigger than payment, though. That’s why I said to Mary (18) that each person will decide how big a deal this is for them. I’m in the next Indy Mogul episode that should be airing tomorrow (Tuesday). As much as I admire Erik, Justin, Jared & Steve and they’re all friends of mine, I had to read the script before I OKed my involvement.

What you don’t want to happen to your personal brand is to accidentally (more like due to your own neglect) be a part of a video that you’re not willing to stand behind next week, next month, next year or WHENEVER.

So “how much does it cost?” doesn’t refer to money. It refers to ANYTHING that you’re willing to lend YOUR personal or company brand to. Anything you get behind, Any Facebook group you join, Any Ning community you join, Any show you participate in, Any blog posts or other content you create, even Any comments you make on other people’s blogs add to people’s perception of you, so it’s really important to consider the potential cost of involvement if you’re building your career or personal reputation on the net.

]]> By: golf girl http://billcammack.com/2008/12/14/how-much-does-it-cost-to-borrow-your-brand/#comment-18653 golf girl Mon, 15 Dec 2008 01:34:14 +0000 http://billcammack.com/?p=2667#comment-18653 Often the folks who complain about a blogger earning money for something (a post, an ad, a placement) are bloggers who don't ever get offered money for anything. Loren Feldman did a video blog for this same exact promotion, and there were those who criticized him for it too. Would he, or Chris Brogan, have posted about an unsexy red state retailer had they not been paid to do so? I think not. However,if that retailer motivated them to go to his store (by paying them) and when they got there they found good value, convenience and actual cool stuff that they wanted...well then sure, why shouldn't they write about it. If they found it awful, and still posted a glowing review, their reputation would soon suffer and their credibility would be compromised. And you know what, I don't think either of them would do it, and I think most people know that. If some video editing software company paid you to use their product and it sucked, would you ever be able to post a good review? No. You'd either give the money back or you'd post a negative review. (and you're right in saying that most people don't want to do that if they've accepted money) As other commenters said, a good rule of thumb is to only accept money from companies who's products you genuinely like. Don't take the money if you don't like the product. If you've established your credibility and you don't let your readers down with disingenuous reviews, you'll be fine. And working for no money is not an option for most of us, so if blogging is the business you're in, you better be good enough to establish and maintain the credibility that has sponsors coming to you and readers trusting you. If that doesn't happen you'll just be blogging as a hobby... and in some cases you'll resent those who get the sponsors. Often the folks who complain about a blogger earning money for something (a post, an ad, a placement) are bloggers who don’t ever get offered money for anything.

Loren Feldman did a video blog for this same exact promotion, and there were those who criticized him for it too. Would he, or Chris Brogan, have posted about an unsexy red state retailer had they not been paid to do so? I think not. However,if that retailer motivated them to go to his store (by paying them) and when they got there they found good value, convenience and actual cool stuff that they wanted…well then sure, why shouldn’t they write about it. If they found it awful, and still posted a glowing review, their reputation would soon suffer and their credibility would be compromised. And you know what, I don’t think either of them would do it, and I think most people know that.

If some video editing software company paid you to use their product and it sucked, would you ever be able to post a good review? No. You’d either give the money back or you’d post a negative review. (and you’re right in saying that most people don’t want to do that if they’ve accepted money)

As other commenters said, a good rule of thumb is to only accept money from companies who’s products you genuinely like. Don’t take the money if you don’t like the product. If you’ve established your credibility and you don’t let your readers down with disingenuous reviews, you’ll be fine.

And working for no money is not an option for most of us, so if blogging is the business you’re in, you better be good enough to establish and maintain the credibility that has sponsors coming to you and readers trusting you. If that doesn’t happen you’ll just be blogging as a hobby… and in some cases you’ll resent those who get the sponsors.

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