Native Advertising: A #CMWorld Chat with Robert Rose

Robert Rose at CMW 2013Native advertising has been getting a lot of attention as both brands and publishers try to figure out the best way to incorporate this into their plans.  Robert Rose (@Robert_Rose) joined our recent #CMWorld Twitter chat to talk about the ins and outs of native advertising. 

Want to hear more from Robert? Join him at Content Marketing World Sydney from 31 March – 02 April, 2014.

Let’s get started! Q1: What is native advertising? Is it the same as sponsored content? #CMWorld

 

@CMIContent A1: Not the same! But lots of people still don’t understand the concept. #CMWorld

@Steph_Montreuil

 

@CMIContent A1. NO! Multiple types. Native publishing (brandvoice), native promotion (Outbrain) very diff. #cmworld

@wittlake

 

@wittlake I would argue that Outbrain is not #Native advertising #CMWorld @CMIContent

@Robert_Rose

 

@CMIContent A1b. 3rd is promoted updates, like Twitter / Facebook / LinkedIn. #cmworld

@wittlake

 

A1: Native content is knowing the platform you are creating for and adapting it to the platform. Facebook is diff than Twitter. #CMworld

@heyheyman

 

I’d call that distribution, not native. #cmworld

@kenericson

 

@Robert_Rose I agree, but they often get bundled under the heading. @CMIContent #cmworld

@wittlake

 

@wittlake you’ll get no argument from me on that part either – but IAB will disagree 🙂 #CMWorld @CMIContent

@Robert_Rose

 

A1: native is more concerned w/ user experience and closed platform content publishing. Augmenting the content to the audience #cmworld

@melissacralph

 

A1: Your branded content should be portrayed in the same way someone’s friends content is. #CMworld

@heyheyman

 

A1: I think sponsored content is probably one of the best examples of native advertisement #cmworld

@Jupiter_Labs

 

@melissacralph But isn’t all platform publishing… in a way… “closed”? #cmworld

@Robert_Rose

 

@melissacralph If you are focusing on anything other than the user experience you are doing it wrong. #CMworld

@heyheyman

 

@CMIContent IMO sponsored content should be editorial. Team sponsors don’t play, content sponsors are just financial supporters. #cmworld

@wittlake

 

@Robert_Rose There are some ads that are the same throughout platforms, same ad, same design, same everything – more open platform #cmworld

@melissacralph

 

@Robert_Rose What would you say is the difference? Do you have definitions/examples? #CMWorld

@CMIContent

 

@heyheyman extremely correct. ads don’t need to bully the audience into buying. Need to understand and adapt to the audience @melissacralph

#cmworld

 

@melissacralph Ahh you mean more traditional ads and distribution then #CMWorld – so then it’s a level of customization ability? #CMWorld

@Robert_Rose

 

@CMIContent A1: Depends on what platform we are talking about. In a blog, no; but in Facebook, yes. #CMWorld

@ProjectSocializ

 

Q2: What do content marketers need to know about native advertising? #CMWorld

 

@CMIContent That it’s a huge opportunity for marketers – but it’s early early days so tread carefully #CMWorld

@Robert_Rose

 

A1: Native ads are created to match the experience of where they will live. #cmworld

@iCopyright

 

A2: It is not a one size fits all platforms approach. Know the content. Be familiar with who is doing well and how to emulate. #CMworld

@heyheyman

 

@Steph_Montreuil @CMIContent I don’t yet <hangs head in shame> looking forward to learning today #cmworld

@atxcopywriter

 

@eccushing @heyheyman @LogMeIn High-five to that! #CMWorld

@amaaanda

 

@heyheyman That’s good advice #CMWorld

@Robert_Rose

 

@melissacralph Those kinds of ads don’t work anymore. #CMworld

@heyheyman

 

A1: Without a clear industry-consensus on what native advertising is, we can’t say what it ISN’T. It is most def sponsored content. #cmworld

@Appweevr

 

Good gosh this #Twitterchat on #Nativeadvertising is going fast.. #CMWorld – trying to keep up 🙂

@Robert_Rose

 

@CMIContent Content marketers need to know that native advertising should not be out of context of where it is placed. #CMWorld

@ProjectSocializ

 

@atxcopywriter it is tricky 🙂 And few do it well. As reference: http://t.co/piB6nOglZx #CMWorld

@Steph_Montreuil

 

@CMIContent A2. (1) Distribution of native published content is LOW (see http://t.co/UqNwDKx5Oo, 90% lower!) and … #cmworld

@wittlake

 

All content marketers need to read @garyvee’s #JJJRH. Seriously. #CMworld

@heyheyman

 

@atxcopywriter that infograph via @MelissaCRalph #CMWorld

@Steph_Montreuil

 

A2b. …. (2) think of native promotion as seeding. If you rely on it for distribution, you haven’t earned your audience yet. #cmworld

@wittlake

 

@ProjectSocializ context is important – but so is “Standing Out” – I don’t want content so invisible that no one knows it’s me #CMWorld

@Robert_Rose

 

A2: Content marketers still need to deliver the ads to a target audience, adding quality value to their experience. #cmworld

@iCopyright

 

@Robert_Rose right. #cmworld

@melissacralph

 

@wittlake That’s a great point. Consumers read what they want to read; sometimes that is an ad. More often if they trust you. #cmworld

@PMItv

 

A2: Content is King, but Context is it’s Queen (and better half) http://t.co/5gyMw4p2yR #cmworld

@WhatRunsWhere

 

@Robert_Rose It’s a new type of fast and furious! #cmworld

@CarlaJohnson

 

A2: Marketers need to understand how to measure the effectiveness of native ads and how to increase engagement WITH native ads. #cmworld

@Appweevr

 

@wittlake That’s good stuff right there on A2 #CMworld

@Robert_Rose

 

@ProjectSocializ @CMIContent yes- still have to know your audience and your platform #CMWorld

@eccushing

 

@CarlaJohnson No kidding! #CMWorld

@Robert_Rose

Q3: With the separation of editorial and advertising, how do we make native advertising acceptable? #cmworld

 

@heyheyman in the past decade advertising has changed so much that survival for brands is all about good CM i think #cmworld

@melissacralph

 

A2) Don’t be deceiving! EVER! It’s ok to make ads and ad content match your website, but wrong to not disclose they’re ads #cmworld

@Jupiter_Labs

 

A3: On social media, native advertising is not acceptable. Ever. That goes against everything it stands for. #CMworld

@heyheyman

 

@CMIContent Honestly I don’t know – as a marketer I don’t have a dog in that fight… So I’ll take the opportunity as it comes… #cmworld

@Robert_Rose

 

A3 I think the idea of separation of editorial and advertising is sadly going away for many pubs #cmworld

@tracibrowne

 

@Jupiter_Labs Can you always differentiate? With “promoted,” etc? #CMWorld

@CMIContent

 

Can someone explain what “outbrain” is? #cmworld

@atxcopywriter

 

@Robert_Rose We have to remember the purpose of why people are using the platform, & then adjust the ads to fit the purpose of use. #CMWorld

@ProjectSocializ

 

@heyheyman Have any examples of someone doing it well? #cmworld

@atxcopywriter

 

@Jupiter_Labs Being deceiving diminishes lead quality in the end… quality over quantity #cmworld

@WhatRunsWhere

 

@atxcopywriter All of those “related” links for crappy products or content at the end of articles… #cmworld

@wittlake

 

@CMIContent Q3 – important that we experiment – I’m interested in “editorial ethics” but as an observation not a business strategy #cmworld

@Robert_Rose

 

@heyheyman Can you elaborate? #cmworld

@Scripti_Ashley

 

@atxcopywriter @Oreo, @Chobani, @generalelectric. #CMworld

@heyheyman

 

A3: provide a lot of value – respect the audience – make it an organic experience #CMWorld

@Steph_Montreuil

 

A3: It’s a slippery slope – brands are becoming publishers so the lines between advertising and editorial are blurred #cmworld

@ScottLum

 

A3 Transparency and authenticity are key. a misuse of native in channels where its not supposed to be (social) hurt the brand #cmworld

@PMItv

 

@CMIContent A3. Relevance, relevance, relevance. #CMWorld

@ProjectSocializ

 

@ScottLum #blurredlines #cmworld

@melissacralph

 

@ProjectSocializ I agree – though I’d use “content” and not the word advertising in that statement #cmworld

@Robert_Rose

 

@Scripti_Ashley Make your content engaging and native. Don’t sell. Don’t push. Provide value. Foster engagement. #JJJRH #CMworld

@heyheyman

 

@ProjectSocializ yes yes yes! #cmworld

@PMItv

 

A3 I think lines are blurred one) because revenue is down and two) lack of journalist resources due to layoffs and cuts #cmworld

@tracibrowne

 

@Steph_Montreuil Thanks! Trying to read through it in the midst of hurried attempts to keep up with the conversation. #cmworld

@atxcopywriter

 

@ScottLum EC = MC. Every company is a media company. #CMworld

@heyheyman

 

@atxcopywriter ha – yet another tricky thing 😉 #CMWorld

@Steph_Montreuil

 

Q2: @Digiday had a simple, solution 2 differentiating. Google now marks search page results clearly with orange tabs that say “ads” #cmworld

@Appweevr

 

@heyheyman Love it 🙂 #cmworld

@Scripti_Ashley

 

@Jupiter_Labs No. Still comes down to the visual and the copy. A lot of advertisers just don’t get it. #CMworld

@heyheyman

 

Have to run and shoot a video for a new project at @inSegment – content machine never stops! Hope to be back in #CMWorld soon!

@eccushing

 

@CMIContent A3. In FTC native discussion, some people said success relies on trickery. Means marketers aren’t bringing value. #cmworld

@wittlake

 

A3: The problem is also complicated due to the fact that many journalists are now writing sponsored native ads. #cmworld

@Appweevr

 

A3: it should be AS GOOD as editorial. #cmworld

@kenericson

 

@Robert_Rose Agreed. #cmworld

@ProjectSocializ

 

@ScottLum LOL #blurredlines won’t get out of my head now either #cmworld

@melissacralph

 

@kenericson GREAT answer! #cmworld

@WhatRunsWhere

 

Q4: If a brand is interested in native advertising, how should they get started? #CMWorld

 

As brands create great content – how can native advertising be totally wrong? #cmworld

@ScottLum

 

@CMIContent A3: Don’t hide what it is. You’ll lose trust if it seems at all sneaky – like an ad pretending not to be an ad #cmworld

@atxcopywriter

 

agree, if you’re trying to disguise it, then there is a huge fundamental problem @wittlake @CMIContent #cmworld

@tracibrowne

 

@kenericson I’d argue, because of perceived bias, it needs to be better. Ouch. (Re A3) #cmworld

@wittlake

 

@ScottLum So true. They are the creators and the curators. #cmworld

@iCopyright

 

Research: UK Content Marketers Are Confident, Lack Strategy http://t.co/uZxtZi2Iee via @CMIContent #cmworld

@JoePulizzi

 

@WhatRunsWhere @Jupiter_Labs Agree! #cmworld

@ProjectSocializ

 

@CarlaJohnson Agree. Every brand is on the way to becoming a full fledged media co (see: @redbull) #cmworld

@PMItv

 

A4: Find brand doing it well and look to emulate them. Don’t be afraid to push content out and see what sticks. Revisit if needed. #CMworld

@heyheyman

 

@PMItv @CarlaJohnson @redbull Agree! One of our favorite examples. #CMWorld

@CMIContent

 

@wittlake I’m with you there. #cmworld

@kenericson

 

Brands are becoming publishers and Publishers are becoming brands. #cmworld

@ScottLum

 

Wait, did Joe just drop a link into his own company’s chat, that he isn’t participating in? #cmworld

@wittlake

 

@CMIContent “Success relies on trickery” That shows some ppl just aren’t adapting to the change of advertising #cmworld

@melissacralph

 

@CMIContent A4: They need to understand the platform, the audience & provide content that adds value. #CMWorld

@Steph_Montreuil

 

@CMIContent A3 Wouldn’t subtle hint in a relevant content be acceptable? If it is relevant, it will have all the info needed #cmworld

@palkoviz

 

@CMIContent on Q4 – experiment. Try a few platforms with content. Make sure you have purpose-driven content – and try it. #cmworld

@Robert_Rose

 

@Robert_Rose thanks! #cmworld

@Steph_Montreuil

 

@CMIContent Blogging is a great start. Present topics that are relevant to the reader and also your service #cmworld

@WhatRunsWhere

 

@CMIContent Q4. Define goals and then contact a digital marketing agency for help #IJS #cmworld

@ProjectSocializ

 

Blurred lines r only bad in Robin Thicke’s song. In native advertising, it means something new is taking shape. Is that bad? #cmworld

@Appweevr

 

A4 Read the pubs editorial calendar and start creating relevant content that fits in #cmworld

@tracibrowne

 

A4: Create great content that resonates with the audience where you’re placing it. Nurture the readers not advertise #cmworld

@ScottLum

 

@Robert_Rose I wish more people would think of it as “purpose” driven content. #cmworld

@CarlaJohnson

 

A3: A ‘fast fail’ approach is needed to test & learn & understand what types of content provide real value to your audience. #cmworld

@PMItv

 

A4: Test – see what works & converts and ditch what doesn’t. #CMWorld

@Steph_Montreuil

 

A4: do research on their audience, know where they spend time online, then fine a quality company. Shift ads to long term ideals #cmworld

@melissacralph

 

A4: Brands must know their audience. Who are they? What sites do they visit? What content works…and doesn’t work? #cmworld

@iCopyright

 

@cmicontent A4. Depends on what you mean by ‘native’ – a way to promote? Good at TW/LI/FB, then add their native ads. #cmworld

@wittlake

 

@heyheyman May I add @Hubspot to the list? I think they have the only promoted posts on soc media I’ve clicked and been glad I did #cmworld

@atxcopywriter

 

Advertising, to some degree, has always tried to mask something. But the internet demands transparency and accountability. #cmworld

@Appweevr

 

@Jupiter_Labs Right. A lot of brands don’t get that and do it wrong. #CMWorld

@heyheyman

 

A4 – Look at the highest performing topics of the target site, brainstorm, adapt #cmworld

@Ebyline

 

@CMIContent A4 Define who is your buyer persona, what’s interesting for them, where you find them. Then be there with right content #cmworld

@palkoviz

 

A4 of course…since it’s advertising…all you really need is a budget 😉 #paytoplay #cmworld

@tracibrowne

 

@atxcopywriter Absolutely. I love @HubSpot. #CMworld

@heyheyman

 

@Appweevr There #cmworld

@melissacralph

 

@Appweevr Yes, the lines are blurring throughout the entire organization – Marketing, PR, Community, CSS, etc. #cmworld

@ScottLum

 

@CMIContent A3: Example– An accountant sharing tips on how to make tax season less stressful #cmworld

@WhatRunsWhere

 

@palkoviz Thanks Zlata! Great point. Did you happen to see our UK research released today? #CMWorld

@CMIContent

 

Q5: How can native advertising work to support content marketing goals? #CMWorld

 

@CMIContent @Appweevr but just so we’re clear. Advertising isn’t going away. It has a purpose & a good one. Changing, not dying. #cmworld

@Robert_Rose

 

@Appweevr There is usually something to hide in a company but respect to the audience should be in the forefront. #cmworld

@melissacralph

 

More isn’t more – your content should provide value for your audience. It should be relevant, personal & practical. #cmworld

@TheCandiceAdams

 

The most compelling (and painfully true) points made at #FTC: users don’t care who creates content – as long as it’s quality. #cmworld

@Appweevr

 

@Robert_Rose @Appweevr Agree! #CMWorld

@CMIContent

 

A3: Advertising gets you in the consideration set. Content keeps you there. #cmworld

@PMItv

 

A4) Create useful content and build up trust, day after day after day. #CMWorld

@Jupiter_Labs

 

@ScottLum these people should all make up your brand newsroom. #cmworld

@kenericson

 

@TheCandiceAdams So right. Valuable content is what will be shared. #cmworld

@melissacralph

 

@Appweevr but how to define quality…we used to rely on journalists to vet information…now if on the internet must be true #cmworld

@tracibrowne

 

@CMIContent A5. Native advertising is one more tool you can use to connect your audience to useful or entertaining content. #cmworld

@wittlake

 

@Appweevr If the content in the ad is as good as the content of a journalistic article, everyone wins #cmworld

@atxcopywriter

 

@ScottLum One BIG advertising-marketing-content-css-bigdata melting pot. Things are getting very messy but it’s also coming 2gether #cmworld

@Appweevr

 

@CMIContent A5 – lots of ways – I like it as a way to leverage the publishers brand to bring value or awareness to my content. #cmworld

@Robert_Rose

 

@CMIContent A4: Hire good writers? 🙂 #cmworld

@atxcopywriter

 

A5: Done well, it can serve as another distribution channel for your content. Don’t be sleazy. #cmworld

@ScottLum

 

@WhatRunsWhere Me too 🙂 But some people are just hypnotized by the numbers and still don’t understand quality vs. quantity #cmworld

@Jupiter_Labs

 

@atxcopywriter EXACTLY! So it begs the question: Why does this win-win scenario bother the #FTC so much? Are we missing something? #cmworld

@Appweevr

 

@CMIContent – can also be great to help create “loyalty” by brand alignment… So it works on the two extremes of the funnel. #cmworld

@Robert_Rose

 

Maybe all native advertisements should be run through something like PolitiFact #cmworld

@tracibrowne

 

Q5: Native should have a purpose in the grand scheme of a brand. Should work towards company goals. #cmworld

@melissacralph

 

@Appweevr New opportunities for Marketing. The CMO will have greater influence in the organization. #cmworld

@ScottLum

 

@tracibrowne So true! Consider the bigger complication that journalists are now creating original native ad content 4 advertisers! #cmworld

@Appweevr

 

@CMIContent A5 You’re pleasing Google with recent/relevant content & you’re engaging w/ your audience #cmworld

@WhatRunsWhere

 

A5: Native advertising is all about gaining awareness and building relationships. The sale might not come tomorrow but it will. #CMworld

@heyheyman

 

Lazy pre-scheduling? #cmworld

@atxcopywriter

 

@CMIContent A5: I would like to see it as a possible feedback to manage content marketing plan. And a possible source of new ideas #cmworld

@palkoviz

 

@WhatRunsWhere Careful with that, Google doesn’t really like native content… @CMIContent #cmworld

@wittlake

 

A5) If you share your ads only with a very targeted market, it’s not advertisement, it becomes content 😉 #cmworld

@Jupiter_Labs

 

@Appweevr @atxcopywriter The FTC is focused on possible deception. That’s always been the prob. with Native Ads #cmworld

@SueBrady

 

@palkoviz Great idea- use feedback from your consumers and LISTEN. Be authentic and show you care. #cmworld

@PMItv

 

@Steph_Montreuil @Robert_Rose Yes, exactly. Blurred lines is a process of becoming something else. Advertising is changing. #cmworld

@Appweevr

 

@atxcopywriter What’s this in response to? #CMWorld

@CMIContent

 

@CMIContent #NativeAdvertising can be used to distribute that great content you are producing to your targeted audience. #cmworld

@LisaDMacSween

 

A5: Native advertising, done well, offers another creative way to increase engagement with your consumers. #cmworld

@iCopyright

 

@Appweevr @Robert_Rose for those who do it well, it’s changing for the better – if I feel entertained vs. interrupted, you win. #CMWorld

@Steph_Montreuil

 

@Jupiter_Labs With social media, all “ads” are content. #CMworld

@heyheyman

 

@Appweevr @ScottLum “Living in Beta” continues to be the mantra, and as we get past the deluge/fails the customer will benefit too. #cmworld

@tsledzik

 

Q6: What tools help with native advertising? #CMWorld

 

@SueBrady @atxcopywriter Possible deception has always been the problem with advertising in general (long before the internet). #cmworld

@Appweevr

 

@Steph_Montreuil Agree. Don’t just demand an audience…be the show! #cmworld

@PMItv

 

@Steph_Montreuil yes good point…. I might add “informed” to that list 🙂 #CMWorld @Appweevr

@Robert_Rose

 

I hate to ask the obvious…but if the content in your native ad is so good, why not just pitch the story as a story? #cmworld

@tracibrowne

 

A6: Data. Look at insight data on Facebook and analytics from Twitter. How can you succeed with figuring out what works? #CMworld

@heyheyman

 

@tracibrowne You can do that as well! #cmworld

@kenericson

 

@heyheyman I have to disagree. If your ads are not targeted on Social Media, it’s spam. (IMO) #cmworld

@Jupiter_Labs

 

@PMItv Well, writing for customer without listening to him would require mind-reading skills – bit too complicated on the long run #cmworld

@palkoviz

 

A6: A data-driven approach allows for testing & hypothesis to create ‘always on optimization’ of content. #cmworld

@PMItv

 

@tracibrowne Would love for @robert_rose to address this! #CMWorld

@CMIContent

 

@CMIContent A6. Be wary of tools for native execution, they tend to be on the blast side. Useful for insights (GA + social tools). #cmworld

@wittlake

 

@Jupiter_Labs Those who do it wrong, sure. Too many businesses do it wrong. #CMworld

@heyheyman

 

@CMIContent Q6 lots of new disruptive tools/services coming online. But 4 #marketers more of a strategy than a specific toolset. #cmworld

@Robert_Rose

 

@Jupiter_Labs Targeted to the platform or target to a specific audience? Or both? #cmworld

@melissacralph

 

Yes, aside from the fact it brings in revenue to the publication @CMIContent @robert_rose #cmworld

@tracibrowne

 

@Jupiter_Labs If you aren’t providing value in a native, engaging way then it is spam. #CMworld

@heyheyman

 

@tracibrowne Fish where the fish are. Tap into the publisher’s traffic channel. #cmworld

@ScottLum

 

@wittlake Of course! The key is to steer clear of getting over promotional ..in fact, don’t be promotional at all. Just share info!

#CMWorld

@WhatRunsWhere

 

@Appweevr @atxcopywriter Yes. What I’ve read about the FTC is concern native doesn’t look like an ad. Differs from deceptive ads. #cmworld

@SueBrady

 

Q6: Research, Strategy #cmworld

@melissacralph

 

@Robert_Rose yes – I ran out of space 😉 @Appweevr #cmworld

@Steph_Montreuil

 

@ScottLum exactly…but why not just old fashioned story pitch or byline article? #cmworld

@tracibrowne

 

@tracibrowne great question… And it should be one that all marketers should ask… but you might need to “buy” your way in sometimes #cmworld

@Robert_Rose

 

@Steph_Montreuil @Appweevr @Robert_Rose So entertained = content marketing, interrupted = annoying advertisement #cmworld

@palkoviz

 

@heyheyman I definitely agree with you on this one 🙂 #cmworld

@Jupiter_Labs

 

@tracibrowne excellent question. My view: often you are promoting a thing, not a story, in native. Story is just your packaging. #cmworld

@wittlake

 

@Appweevr @atxcopywriter …and by that I mean deceptive claims etc. #cmworld

@SueBrady

 

@CMIContent A5. It depends on how you measure success, i.e. content reach or conversion #cmworld

@ProjectSocializ

 

@ScottLum Yes! Also, there’s much talk about merging of CTO, CIO and CMO into one glorious position. Trend is already happening! #cmworld

@Appweevr

 

@CMIContent The key to native advertising is having engaging content ppl WANT to read. Try using Topsy to find great topics! #cmworld

@WhatRunsWhere

 

@tracibrowne If you’re creating a steady cadence of great content native advertising can help draw awareness to it #cmworld

@ScottLum

 

@melissacralph both, as your target market behaves differently on different platforms #cmworld

@Jupiter_Labs

 

@palkoviz @Appweevr @Robert_Rose I think if any of your mktg/pr/advertizing efforts are annoying, you’re doing it wrong… #CMWorld

@Steph_Montreuil

 

@Appweevr where has the merge happened already? #cmworld

@tracibrowne

 

@CMIContent A6. Facebook’s power editor is on tool that we have found helpful #CMWorld

@ProjectSocializ

 

@Jupiter_Labs @heyheyman We’ve seen some of that in past #CMworld chats

@atxcopywriter

 

@ProjectSocializ I think good measurement should be focused on long term performance. Short terms gains are fleeting and disruptive #cmworld

@melissacralph

 

@palkoviz @Appweevr @Robert_Rose but native = definitely more seamless & organic #CMWorld

@Steph_Montreuil

 

@Steph_Montreuil I think in general if you are annoying you’re doing “life” wrong 🙂 @palkoviz @Appweevr #cmworld

@Robert_Rose

 

@WhatRunsWhere Lots of @topsy fans on this chat! #cmworld

@CMIContent

 

Q7: What are some successes you have seen with native advertising? Failures? #CMWorld

 

@Steph_Montreuil @Appweevr @Robert_Rose that’s where the trickery problem lies. It “seems” organic, but its carefully built. #cmworld

@wittlake

 

@SueBrady @Appweevr Transparency makes all the difference #CMworld

@atxcopywriter

 

@CMIContent – well the Scientology thing comes to mind as a failure… but maybe more so for the pub #cmworld

@Robert_Rose

 

@Robert_Rose @Steph_Montreuil @palkoviz @Appweevr Ha – truth! #CMWorld

@CMIContent

 

@tracibrowne You’re left at the whim of the editorial staff – $$$ helps guarantee you a placement #cmworld

@ScottLum

 

@Robert_Rose lol! touché 🙂 @palkoviz @Appweevr #cmworld

@Steph_Montreuil

 

@CMIContent for successes I would look to what SAP has been able to do… They are doing this well I think #cmworld

@Robert_Rose

 

@CMIContent A7. Failure: anyone else seen the DOMO sponsored update on LI? Full of negative comments, blindly still running. #cmworld

@wittlake

 

A7: After taking about a 5 FB surveys, they finally have advertising down on my account. I almost always want to click the ads now. #cmworld

@Scripti_Ashley

 

A7: I’ve seen some cell phone companies push ‘Lists’ of positive reviews on phones, or ‘lists’ of features – written as native #cmworld

@melissacralph

 

@wittlake I haven’t can you send a link.. Or is it easily searchable? #CMWorld @CMIContent

@Robert_Rose

 

A7 Failure does seen to be more on the side of the pub…advertiser rarely takes a big hit #cmworld

@tracibrowne

 

Nothing should feel forced – people are smart enough to know whether or not they’re being ‘sold’ #cmworld

@TheCandiceAdams

 

A7: Taking the FB surveys really improved my personal experience on the platform. #cmworld

@Scripti_Ashley

 

@melissacralph Agree again it depends on how you measure success. #cmworld

@ProjectSocializ

 

@TheCandiceAdams Absolutely, Candice! #CMWorld

@CMIContent

 

@heyheyman I agree, but my perspective is more the Seth Godin way. Value is perceived differently dep. on who you show the ad to. #cmworld

@Jupiter_Labs

 

@tracibrowne yup… Definitely is the case… But it’s early… There will be a big one… It’s not “if” it’s “when”… #cmworld

@Robert_Rose

 

@tracibrowne I don’t believe it for a second! @Robert_Rose #CMWorld

@Steph_Montreuil

 

A7: Know your audience. If something doesn’t work don’t keep trying it. Instead adapt and try again. #CMworld

@heyheyman

 

@TheCandiceAdams Agreed! As soon as it sounds like a sales pitch, you’ll lose most readers #cmworld

@WhatRunsWhere

 

@ScottLum Oh goodness gracious if that happens we should all be afraid #CMWorld @Appweevr

@Robert_Rose

 

@Scripti_Ashley Really? Interesting! I’ll have to do some more surveys then. #cmworld

@KarenJFowler42

 

@Robert_Rose @CMIContent will send you a link or screenshot next time I see it. #cmworld

@wittlake

 

@heyheyman In advertising, marketing and life! #CMWorld

@CMIContent

 

@CMIContent A7. Native ads that show up in controversial content may cause readers to assume affiliation. #cmworld

@ProjectSocializ

 

@Jupiter_Labs Know what your audience wants without them having to tell you. 🙂 #CMworld

@heyheyman

 

@ScottLum @Appweevr Isn’t that the Chief Marketing Technologist? 🙂 #cmworld

@SueBrady

 

Work through your failures. You can’t just stop marketing, just keep trying and learning more about the audience #cmworld

@melissacralph

 

@Appweevr I don’t want CIO running the Marketing org but the CMO & CIO need complimentary goals for the org #cmworld

@ScottLum

 

Q8: What are some best practices when it comes to native advertising? #CMWorld

 

A7 Marketers should pay closer attention to the design factors in native ads…too much text, too small font #cmworld

@tracibrowne

 

Good Advice. MT @melissacralph: Work through failures. You can’t stop marketing, just keep trying & learning more about audiences #cmworld

@Robert_Rose

 

@Robert_Rose Thanks! #cmworld

@melissacralph

 

A8: Know what type of content is fit for different platforms. Invest in the creative. It makes the world’s difference. #CMworld

@heyheyman

 

@CMIContent A8. Understanding the content and audience of where the ad will be placed. #cmworld

@ProjectSocializ

 

@SueBrady @ScottLum @Appweevr I would like to meet one… #cmworld

@palkoviz

 

@CMIContent – my advice is don’t write content to “blend in” write content that stands out. Your job is to be better… And… #cmworld

@Robert_Rose

 

@heyheyman You’re on a roll today! #CMWorld

@CMIContent

 

A8: Identify your success metrics in advance i.e. customer engagement etc. #cmworld

@SueBrady

 

A8: Know your audience and platform. #cmworld

@melissacralph

 

A8: Inform, don’t pitch. By don’t pitch, I mean NEVER pitch. #NativeAdvertising #cmworld

@WhatRunsWhere

 

@CMIContent Fresh inspiration from @garyvee’s #JJJRH. Seriously. Amazing book. #CMworld

@heyheyman

 

@CMIContent A8. Also, using clear and concise calls to actions that align with your goals. #cmworld

@ProjectSocializ

 

@CMIContent …. have distinct CTA’s (e.g. Read More, Learn More, Vetc..). Just because it’s Native doesn’t mean it’s not Marketing.

#CMWorld

@Robert_Rose

 

A8: A content strategy is still vital, with a voice behind your editorial. #cmworld

@iCopyright

 

A8) Disclose and only share ads that are spot on to your target market and therefore add value to them #CMWorld

@Jupiter_Labs

 

@CMIContent A7. “Native advertising” – isn’t that when you champion your staff & they become natural brand ambassadors? #CMWorld

@mikegodleman

 

A8: Use data to inform platform and creative strategy- just cuz it’s cool doesn’t make it relevant! #cmworld

@PMItv

 

Surveys are great if you plan what you’re doing w/ the responses. If you don’t go into it with a plan, you’ll waste everyone’s time #cmworld

@TheCandiceAdams

 

@ProjectSocializ Definitely! @robert_rose just said the exact same thing! Great minds… #CMWorld

@CMIContent

 

@palkoviz @ScottLum @Appweevr I would like to BE one! #cmworld

@SueBrady

 

.@CMIContent A7. “Native advertising” – isn’t that when you champion your staff & they become natural brand ambassadors? #CMWorld

@mikegodleman

 

@WhatRunsWhere Yep, anything that sounds like a pitch just makes me want to tune out right off the bat #cmworld

@atxcopywriter

 

@TheCandiceAdams So many companies want to have survey results but don’t understand the opportunities they show #cmworld

@melissacralph

 

I agree Scott, having been in both roles in past…they are two very different things w/very different responsibilities @ScottLum #cmworld

@tracibrowne

 

@melissacralph Agree- data doesn’t mean much without analysis and insight. #cmworld

@PMItv

 

@ScottLum Yes! Also there’s much talk about merging CTO, CIO and CMO into one glorious position. Tend is happening now. #cmworld

@Appweevr

 

@Robert_Rose Couldn’t agree more! Said the same thing! #cmworld

@ProjectSocializ

 

@PMItv My biggest problem with them is implementing the insights into actionable movement. #cmworld

@melissacralph

 

@heyheyman I can’t read minds, so I prefer interacting with my customers and learn from them what they need. #cmworld

@Jupiter_Labs

 

Q9: If a site wants to host native advertising, what should they consider? #CMWorld

 

There is no need to combine CMO and CIO…marketing teams just need to add some tech savvy people to team #cmworld

@tracibrowne

 

@tracibrowne I think we’ll still have the roles but CMO needs to understand tech and CIO needs to get the customer #cmworld

@ScottLum

 

 

@Jupiter_Labs You need to know where your business needs to do before your consumer gets there. Otherwise you’ll never win. #CMworld

@heyheyman

 

@CMIContent Tough – I think if you’re a publisher you really need to understand WHO your advertisers are.. It can quickly go south #cmworld

@Robert_Rose

 

@melissacralph Yes- too many who think simply monitoring up/down is enough. Create hypotheses with the data & test them. #cmworld

@PMItv

 

A9: Audience segmenting. Screening brands wanting to post ads. #cmworld

@melissacralph

 

A9: Advertising NEEDS to add value to the community. Think about format and audience. It should look like content, not spam. #CMworld

@heyheyman

 

@CMIContent A9. Disclosure. Content guidelines (and enforcement). Sales training (reps call me and its awful today). Pricing. #cmworld

@wittlake

 

@ScottLum yes and schools need to add tech disciplines to their marketing degree programs #cmworld

@tracibrowne

 

@CMIContent Pick you’re niche. You can’t help promote everyone. Only brands within context. #cmworld

@WhatRunsWhere

 

@melissacralph I love segmentation marketing! One of my favorite tactics 🙂 #cmworld

@Scripti_Ashley

 

@Appweevr Hang in there! Only one question left.. #cmworld

@WhatRunsWhere

 

@PMItv Companies need a swift kick in the bum sometimes to push them into making the change happen. #cmworld

@melissacralph

 

@ScottLum @tracibrowne Shameless plug: Our free #ContentTECH virtual event in Feb will help bridge gaps! http://t.co/FNRNGmpBv4 #cmworld

@CMIContent

 

@SueBrady @ScottLum Yes! Chief Marketing Technologist! #cmworld

@Appweevr

 

Agree Eric, don’t even think about it until you have guidelines in place @wittlake @CMIContent #cmworld

@tracibrowne

 

MT @Robert_Rose: @CMIContent for successes I’d look to what SAP has been able to do. They’re doing this well I think #cmworld > thx Robert!

@gurdeepd

 

@tracibrowne agreed– every marketing team needs a strong marketing operations leader; the CMO doesn’t need to be that person #cmworld

@SFerika

 

@gurdeepd As always sir…. Home things are well. #CMWorld @CMIContent

@Robert_Rose

 

@Scripti_Ashley LOL Mine too. I love fully understanding the audience & their needs – psychology of marketing! #cmworld

@melissacralph

 

@CMIContent @wittlake – yes the “Sales Training” especially.. That’s a great point #cmworld

@Robert_Rose

 

@CMIContent Yes, but well worth it. #ContentTECH #cmworld http://t.co/LhgF2kdSo5

@CarlaJohnson

 

@CMIContent A9: Make sure any advertising fits into with the goals and themes of site, is of interest to audience #cmworld

@atxcopywriter

 

@SueBrady @palkoviz @ScottLum Is there an official job description for Chief Marketing Technologies (other than “not annoying”)? #cmworld

@Appweevr

 

@Robert_Rose @CMIContent Yeah. Funny that publishers want it to be different from advertising, but sell it the same way… #cmworld

@wittlake

 

@Appweevr Oh no! That’s no fun. Sorry to hear that! #cmworld

@CMIContent

 

@CMIContent Q9. Identify parameters for what advertising they will host and what they won’t host. To ensure brand alignment. #cmworld

@ProjectSocializ

 

@wittlake or they’re still doing digital as “make goods” from the offline failure… <sigh> #StillHappens #cmworld @CMIContent

@Robert_Rose

 

Q10: How can a content marketer measure the effectiveness of native advertising? #CMWorld

 

Now I’m wondering how many story pitches will be referred to the ad department @wittlake @Robert_Rose #cmworld

@tracibrowne

 

@Robert_Rose @wittlake That really still happens? No. #CMWorld

@cmcphillips

 

@Appweevr @SueBrady @palkoviz @ScottLum good post on the topic here: http://t.co/QNJxU8bsAM #cmworld

@SFerika

 

A10: Depends what platform and what you are trying to achieve. On FB look for likes, shares, comments. Twitter, RTs and favs. #CMworld

@heyheyman

 

@CMIContent A10 It’s new so start with a purpose-driven strategy (could be traffic, engagement, attendees, audience acquisition) #cmworld

@Robert_Rose

 

A10: Audience Engagement is a commonly used metric #cmworld

@SueBrady

 

@CMIContent Q10. Click through rate. #cmworld

@ProjectSocializ

 

A10: Combining data points from multiple channels tells us C #cmworld

@PMItv

 

@CMIContent A10b – then migrate this as part of a funnel once optimal platforms have been identified… #cmworld

@Robert_Rose

 

@cmcphillips @Robert_Rose Increasingly its for failures of digital too, not just traditional. #yesitdoes #cmworld

@wittlake

 

A10: Combining data points from multiple channels tells us CTR, so layer in engagement and conversion for a full picture! #cmworld

@PMItv

 

@CMIContent Bummer. The gods of #contentmarketing have spoken. #cmworld

@Appweevr

 

@Robert_Rose Yes! A define purpose is needed! SO often ppl just launch content with no reason and no plan behind it. #cmworld

@melissacralph

 

@CMIContent A10. First know the goals of your native advertising. Obvious, but unfortunately still needs to be said. #cmworld

@wittlake

 

A10: Shares, clicks, likes… don’t mean anything if they don’t convert to something tangible; more sales, revenue, inquires… #cmworld

@TheCandiceAdams

 

@TheCandiceAdams Great and important point. Thanks, Candice! #CMWorld

@CMIContent

 

@CMIContent Metrics are a good start, but in the end you must ask “How has native marketing helped sales/business? #CMWorld

@WhatRunsWhere

 

A:10 clear goals, otherwise you’re just hoping & praying for results. #CMWorld

@Steph_Montreuil

 

Did we miss your question in today’s chat? Email cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

A10: Native ads are now being added to user comments on sites (per @Digiday and @Disqus). This is powerful as far as analytics. #cmworld

@Appweevr

 

A10: I think you use traditional ad metrics – uplift to your content, sustained traffic, engagement, clicks to CTAs #cmworld

@ScottLum

 

A10: Conversion and/or engagement, depending on your goals for the campaign, but more importantly, hides, unlikes and unfollows. #cmworld

@Jupiter_Labs

 

@Steph_Montreuil Right! #CMWorld

@CMIContent

 

#A10: If advertisers really want to innovate their space, they have to move beyond clicks and page views for measurement and data. #cmworld

@Appweevr

 

And don’t do such a great job that you’re used as a “marketing right” example…messes with your data 😉 #cmworld

@tracibrowne

 

@CMIContent Thanks for another wonderful chat! #intelligentcontent #cmworld

@PMItv

 

@CMIContent Thanks everybody for a wonderful that today…. #CMWorld… I’m exhausted after that… Wow… you guys are smart!

@Robert_Rose

 

Thank you @robert_rose for your great insights on native #advertising! It was really helpful to us all! #cmworld

@CMIContent

 

@CMIContent What is next week’s topic? #cmworld

@Scripti_Ashley

 

@CMIContent Thank you for hosting… It was really fun #cmworld

@Robert_Rose

 

Thanks everyone for a great chat…good stuff #cmworld

@tracibrowne

 

Next wk it’s the Best of 2013 #CMWorld Twitter Chats led by @cmcphillips & @michelelinn! See a full list: http://t.co/PcYRzG5TGs

@CMIContent

 

I’m sorry i missed most of today’s #cmworld chat!

@vegecomgirl

 

Such a great chat today! Thanks everyone- see you all next week! #cmworld

@melissacralph

 

@Scripti_Ashley Check our last tweet! #CMWorld

@CMIContent

 

Awesome chat this week! Feel free to check out my website at http://t.co/teDl4wz7HQ. Happy to connect. #CMworld

@heyheyman

 

A10: It’s worth noting that at the Big Analytics Road Show last week and no one (not even marketers) mentioned native advertising. #cmworld

@Appweevr

 

@CMIContent One question! Will you have another #cmworld chat soon?

@ProjectSocializ

 

Great chat, all! Thanks so much for the insights! #SmartPeeps #cmworld

@TheCandiceAdams

 

@Appweevr Even w/ the recent FTC hearing on it? That’s interesting. #cmworld

@melissacralph

 

More Native Adv info: @JoePulizzi & @Robert_Rose podcast: http://t.co/kSFFGyNcll & @MarkSherbin’s post: http://t.co/HIVGMLY3Hn #CMWorld

@CMIContent

 

@TheCandiceAdams We’re trying to help them do this by measuring true engagement on user comments (a more nuanced analysis). #cmworld

@Appweevr

 

@ProjectSocializ Every Tuesday at noon! http://t.co/PcYRzG5TGs Hope to see you again! #CMWorld

@CMIContent

 

@melissacralph We brought it up as a question on a panel with top analytics and marketing people and the response was silence. #cmworld

@Appweevr

 

@heyheyman Thanks so much, Ben! We really appreciate all of your great insights today. #CMWorld

@CMIContent

 

@CMIContent Thanks! Hope to make it to a conference of yours sometime. 🙂 #CMworld

@heyheyman

 

@Appweevr Silence?? Unaware or unprepared? Either way, they failed. But otherwise how was the panel? #cmworld

@melissacralph

 

Thanks 4 a gr8 #cmworld @CMIContent #heyheyman @TheCandaceAdams @ProjectSocializ @Robert_Rose @PMltv @tracibrowne @ScottLum @Steph_Montreuil

@Appweevr

 

@melissacralph The conference was great. Here’s a recap (Big Data Analytics Roadshow #BARS13 @Big_Analytics) http://t.co/r8La87xEhP #cmworld

@Appweevr

 

@Appweevr it was fun & informative – as usual! @CMIContent @ProjectSocializ @Robert_Rose @PMLTV @tracibrowne @ScottLum #CMWorld

@Steph_Montreuil

 

@CMIContent We will be there! Can’t wait! #CMWorld

@ProjectSocializ



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