henry copeland

1
blog advertising

• henry copeland
• blogads.com
• advertising for opinion makers

2
global swarming
5 red nodes connect to 60 of green
Source Nature
3
the blogospheres
4
conversational ads
5
a tale of three iterations(or how a little
experimentation makes a big difference)

• Day 5 - clickthru jumps to 0.37
• thanks to
• a pseudo video image
• blog quotations arrayed in a single paragraph
• links to contest specific links
• link count now seven, more than doubled
• no header
• effective cost per click falls to 15 cents

Day 1 - treasure hunt kicks off. Uses animated
image and mentions big prize. Clickthu 0.047
Day 3 - a winner! A mysterious photo of the
winner and three links to blogs commenting on the
treasure hunt push the clickthru to 0.11.
6
endnotes

• Daily Kos vs TNR http//www.dailykos.com/story/20
  04/1/1/225832/0551
• Cluetrain Manifesto http//www.cluetrain.com/man
  ifesto
• Tracking resources www.blogpulse.com ,
  www.technorati.com
• Political blog networks graphed and analysed
  http//www.blogpulse.com/papers/2005/AdamicGlanceB
  logWWW.pdf
• Blog reader survey 2005 http//www.blogads.com/su
  rvey/2005_blog_reader_survey.html
• Online influentials studied www.ipdi.org/Influent
  ials/Influentials.htm
• Blog reader survey details http//www.blogads.com
  /survey/2005_blog_reader_survey.html
• Good and bad blog advertising www.blogads.com/exa
  mples
• Henrys weblog www.blogads.com/weblog