The document discusses principles for responsible native advertising. It advocates creating consistent branded content across social channels to engage audiences, rather than using social only as an ad targeting tool. The five principles are: 1) Stay true to your brand purpose with a consistent voice. 2) Plan, schedule, and evaluate different content formats. 3) Only amplify content after proven audience interaction. 4) Measure posts against business goals. 5) Listen to analytics to discover audience insights and experiment with new content. The overall message is that native advertising works best by providing engaging content for audiences, not just ads, and requires balancing brand messaging with social media experimentation.

1. The responsible service of native advertising
by Ben Cooper @benhamin

2. Native Advertising
“Native advertising is an online advertising method in which the advertiser attempts to gain
attention by providing content in the context of the user's experience.”
© Copyright The Monkeys 2014

3. Native Advertising
“Native advertising is an online advertising method in which the advertiser attempts to gain
attention by providing content in the context of the user's experience.”
© Copyright The Monkeys 2014

4. We believe that 4 things achieve ‘great’ content
Content
Management
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5. Staying focussed and true to your brand
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6. How consistency killed hungrythirsty

7. © Copyright The Monkeys 2013

8. Brand history
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9. © Copyright The Monkeys 2013

10. © Copyright The Monkeys 2013

11. On brand on message
Who are we hoping to engage?
18-24 males who subscribe to the OAK
attitude and want to get involved. They
connect with brands that offer them
status, rewards, entertainment.
Why will they join?
Funny and engaging content that
breaks up their day. Tangible rewards
and incentives for being loyal.
How will we engage?
Consistently pursue the fight against
‘hungrythirsty’. Educating audiences
that OAK is the antidote.
What are our content pillars?
Hungrythirsty education 40%
Promotion 25%
Distribution 25%
Product 10%
Social Purpose: Join the fight against hungrythirsty
What’s our unique TOV?
Unapologetic. Potent. Playful. We’re not afraid to speak our mind, tell it like it is. Even over
step the line every now and then.
What’s our personality/character?
For and against.
!
•
•
Posts and comments should feel like they’re coming from an individual rather than a brand.
They should feel like the author takes the battle against hungrythirsty personally. Intense and •
unapologetic yet delivers everything in a playful and witty tone. They are not SJH, from the TV
ads, it’s a separate voice.
!
Funny but relevant content
Rewarding not giving away
(fans need to earn their
stripes)
Doing things the way they
should be done
•
•
•
•
Posting for the sake of it
Corporate niceties
Taking ourselves to seriously
Inactive fans/followers
Top 3 rules of engagement.
1. One to two posts a week.
Four big events per year.
2. We are response-led not comment-led.
3. All comms must prompt user
involvement.

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15. We won one of these...
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16. …and the fight against hungrythirsty continues.
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17. 5 (native adverting) principles

18. 5 principles to remember
Using social channels as a finely tuned ad targeting tool will fail your brand and your audience.
Yet posting compelling content but not supporting with ads means you’ll be talking to yourself.
The opportunity is far greater and you have to be willing to experiment across channel.
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19. 1. Be true to your brand and purpose
Your page/brand is responsible for delivering a good experience. Lock down your social/brand
purpose to create a consistent voice and experience.
!
!
© Copyright The Monkeys 2014

20. 2. Plan, schedule and evaluate content
Create content calendars that align with brand activities (real or virtual) to connect with your
audience. Explore different formats of content, photography, graphics, long and short form.
!
!
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21. 3. Only scale once people have interacted
Don’t amplify/promote anything without proven interaction. Once an audience ‘Likes’ something
you’ve permission to tell more people.
!
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22. 4. Measure against your business goals
You’re in the business of business. Make sure your posts are laddering back to key objectives that
can be measured.
!
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23. 5. Understand the numbers and use the insights
You’ve access to some of the most powerful analytics about your audience. Listen, learn and
experiment by scaling the insights you discover into more content.
!
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24. Thank you
follow me @benhamin