Taking DPs to the Next Level

Although we're just starting here at DP.org to build adoption by bloggers and expectations by audiences, some folks are already thinking about ways to take Disclosure Policies even further. Nick Wilson, co-founder of Performancing.com, sees the potential of some XML-based Disclosure Policy standards similar to P3P -- allowing browsers to alert users when a Disclosure Policy is present and provide a built-in button for viewing. There are also ways this builds flexibility across media types/players.

As I've said many times, transparency is bigger than affiliate links, sponsored posts or non-cash influence buying and I like the scope of Nick's thinking. It all starts with a basic Disclosure Policy and links from every page -- we can build from there.

You can hear Nick's Disclosure Policy thoughts towards the end of his podcast here (including some worthwhile SiteMaps coverage). Nick also mentioned he'll be unveiling his own Disclosure Policy soon. His adoption sets a great example for all Performancing members and probloggers.

Tags: DisclosurePolicy, Disclosure Policy, performancing, problogger, nick wilson, sitemaps

WOMMA Marketer Guideline Comments from a Blogger/Audience Perspective

WOMMA has called for comments on their latest WOM marketer guidelines and I provided the following. They say it takes 24 hours for comments to post so mine should appear tomorrow. Given that WOMMA is directed at marketers (members include BzzAgent, Edelman, Amway and others), I'd encourage bloggers and audiences to cruise over and comment to make sure all sides have a voice in the result. Comments will not be accepted after November 14, 2006 so get moving -- at the end of the day, it's your blogs and influence they're after...

[my comment]

As a venture investor in various technology companies involved in online marketing and using online marketing, I think these guidelines are a great step in the right direction. I'm also one of the contributors at http://www.DisclosurePolicy.org/, trying to provide mirrored guidance to bloggers and a Disclosure Policy framework to help audiences learn the disclosure practices of the bloggers they read. This problem requires a match of marketer, blogger and audience expectations. I've provided some WOMMA marketer guideline-specific comments/questions below:

---
Overall comment:
[DR] Are these guidelines only for blogs, or do they apply to podcasts, vlogs, photo sharing, social networks etc.? If all of consumer generated media, then it's probably worth reviewing the guidelines with other media in mind.
[DR] How do these guidelines apply for offline marketing that mirrors online (e.g. BzzAgents)? You could probably replace "blogger" in each guideline with "affiliate marketer" to address offline/online.

1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
[DR] Great!

2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
[DR] Does linking to your company in the siglink of a comment (so audiences can always click for context) satisfy this requirement? Does this apply for every encounter or just the first (because comment discussions can spread across posts sometimes)? Does this apply to every blogger/blog or only those a marketer is trying to partner with?

3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
[DR] Given that guidelines #8-#10 leave room for various methods of disclosure, who controls the method (blog-wide, post-specific, in-post, sidebar, sentence, link to sponsor, video?, audio?, photos?). Because of the diversity of consumer generated media, this guideline (#3) seems to indicate that bloggers control the exact method, so long as the marketer can satisfy #8-#10. Is that correct?

4. I will never ask bloggers to lie for me.
[DR] Great!

5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
[DR] It's not clear what "extreme care" means. How can a marketer know they have met this standard?

6. I will not manipulate advertising or affiliate programs to impact blogger income.
[DR] What is meant by "manipulate" given that advertising on a blog "impacts blogger income"? Is this directed at click-fraud -- so the focus is discouraging fraudulent behavior?

7. I will not use automated systems for posting comments or distributing information.
[DR] What is meant by "automated systems"? Is an affiliate program an "automated system", or AdSense or email marketing -- they all automate distributing information?

8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
[DR] Does this include ALL cash and non-cash compensation such as exclusive press releases, free passes, reciprocal marketing etc.? Presumably this includes affiliate programs since they incentive bloggers to write content that drives clicks/purchases -- does this apply to affiliate network terms (e.g. LinkShare) as well as brand-specific programs (e.g. Amazon)? Does it say "I [marketer] will disclose" on purpose, instead of "I will require blogger to disclose" -- what would it mean for the marketer to disclose if the blogger is not required (and how would requiring comport with #3)? Does this say that the exact type and magnitude of affiliate compensation must be disclosed? Is it relevant to readers (novice & pro) that affiliate linking bloggers disclose they get compensated specifically for convincing readers to click and purchase the product via an affiliate link? Is there a spectrum across personal sites, professional sites, journalistic sites and commercial sites where disclosure requirements differ?

9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
[DR] Does this say that sending product for review with a specific requirement of coverage is a violation of these guidelines? The language "I understand" sounds like hand-waving instead of an actual guideline.

10. If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.
[DR] What does "I will proactively" mean if a marketer asks a blogger to disclose and they don't -- is that a violation of these guidelines? If so, how would that fit with #3 which clarifies that bloggers own the policies of their blogs. Does this guideline require that bloggers describe the value of the gift and what will happen to it after review? Does this guideline any specific method of disclosure or is that left up to guideline #3?
---

The more clarity WOMMA can provide to marketers on these guidelines, the more I can match with DisclosurePolicy.org's message for bloggers and audiences -- providing full circle awareness. I'd be happy to provide context on any of my questions above -- just call/email. Keep up the great work!

[/my comment]

WOMMA & DisclosurePolicy.org: Two Sides of the Same Coin

Josh over at Hyku posted on WOMMA efforts to provide guidance to online marketers engaging bloggers. He even included these 10 WOMMA guidelines:

1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
4. I will never ask bloggers to lie for me.
5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
6. I will not manipulate advertising or affiliate programs to impact blogger income.
7. I will not use automated systems for posting comments or distributing information.
8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
10. If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.

Our DP Generator provides some language to indicate compliance with word-of-mouth marketing standards, but there needs to be clearer/tighter integration while also recognizing that bloggers own their blogs. DisclosurePolicy.org efforts to educate/empower content creators and audiences, relate directly to what WOMMA and other marketing associations are sharing with their members. We're two sides of the same coin and should probably be working together...whaddya think WOMMA?

Arrington Posts His Disclosure Policy(?)

Early this morning Mike Arrington, yes the guy who panned the idea of Disclosure Policies, posted something at CrunchNotes that looks an awful like his TechCrunch Disclosure Policy. It basically says don't expect TC to adhere to traditional journalistic conflict standards, TC is built on insider/conflicted information, and he will disclose all financial conflicts. It remains silent/fuzzy exactly how Mike will disclose non-financial conflicts such as exclusive PR traffic, free passes/product, friends or competitors to his investments -- but today's post was a huge step in the right direction for transparency.

Although Mike's recent steps on this topic have been staggered (Oct 25: calling for a Disclosure Policy framework, Oct 29: blasting DisclosurePolicy.org's work towards a DP framework, Nov 1: posts his disclosure policy amid some rants), he should be commended for showing some leadership on the topic behind Scoble's recent adoption of a Disclosure Policy created here.

However, just documenting a policy on disclosures isn't enough to drive audience education and blogosphere change. Once Mike takes the small but critical steps of labelling it his 'Disclosure Policy' (maybe after carving out the rants) and linking to his 'Disclosure Policy' from each TC page, he will have taken one small step for Mike and one giant leap for the blogosphere.

Mike, if you do this it will drive the mainstream media crazy because it's better transparency than they could ever adopt. Come on, give it a try and let's see if we can fuel a transparency revolution together...

Tags: DisclosurePolicy, Disclosure Policy