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BLOGRES 2007 - marketing

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The presentation I didn't show at Blogres. More for marketing people.

The presentation I didn't show at Blogres. More for marketing people.

Published in: Business, Technology

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  • Transcript

    • 1. Blogging as a business opportunity Nicolas Fermont
    • 2. How does a brand have to communicate with people in this whole new advertising age? Show movie “the break up” from www.bringtheloveback.com
    • 3. Reconnect with todays’ consumer
      • Talk with me: communication is participation
      • It’s about building relationships with the consumer (think rich and not reach )
      • Enter a phenomenon called blogging : it’s interactive , informal . It comes from a real person and it allows the consumer to talk back ...
    • 4. Drive business from hits to niches
      • Blogs have specific subjects with specific audiences
      • Blogs are long tail filters and tastemakers : bloggers act as guides when they post about what they like or dislike
      Popularity Media Source: The Long Tail, Chris Anderson
    • 5.
      • New Twingo USPs: Feisty, Practical and Connected
      • Reveal of the Twingo concept at the Paris Motorshow (sept.2006)
      • Create buzz through viral marketing
        • Launch of www.twingoconcept.com
        • Online seeding operation: internauts could create and share their own “vision”
      Case study: the new Renault Twingo 1. From hits to niches
    • 6. Case study: the new Renault Twingo 1. From hits to niches
      • At the press reveal: invitation of 5 influent bloggers with specific subjects and targeted audiences
      Urban lifestyle Fubiz Manu Foissotte Spreading the word Interactive Marketing La Gazette Gregory Pouy Young feisty people NRJ radio blog Manu Foissotte Design & Trendsetters Emery Technology & gadgets Fubiz
    • 7. Manu Foissotte is prime-time host on radio NRJ ( n° 1 music radio in France for young people). Case study: the new Renault Twingo 1. From hits to niches
    • 8. Manu Foissotte posted both on his own blog but also on the official NRJ blog. Case study: the new Renault Twingo 1. From hits to niches
    • 9. Blog dedicated to urban lifestyle, technology and design. TOP 200 influent blogs in France (n°43) Case study: the new Renault Twingo 1. From hits to niches
    • 10. Blog focusing on interactive marketing. TOP 200 influent blogs in France (n°105) Case study: the new Renault Twingo 1. From hits to niches
    • 11. Blog talking about marketing actions and communication. TOP 200 influent blogs in France (n°172) Case study: the new Renault Twingo 1. From hits to niches
    • 12. Buzzer, trendsetter and tastemaker. TOP 200 influent blogs in France (n° 23 ) Case study: the new Renault Twingo 1. From hits to niches
    • 13.
      • Word of mouth on steroid s
      Case study: the new Renault Twingo 1. From hits to niches Posts mentionning Twingo
    • 14. Case study : the new Renault Twingo 2. Reconnect with today’s consumer
      • Commercial launch in S love nia
      • Novi Twingo corporate blog
        • ‘ Either you have it, or you don’t have it…but you can not control it. But that’s the point ! ’
      • Conversation leads to relationships and relationships lead to (brand) affinity
    • 15. In conclusion: Get naked!
      • Radical transparency is the secret
        • Talk don’t sell
        • Demonstrate passion
        • Show your authority
        • Be accessible
        • Get smarter by listening to what people tell you