Blogging as a business opportunity Nicolas Fermont
How  does a brand have  to  communicate  with people in this whole new advertising age? Show movie “the break up” from www...
Reconnect with todays’   consumer <ul><li>Talk  with  me: communication is  participation </li></ul><ul><li>It’s  about bu...
Drive business  from hits to niches <ul><li>Blogs have  specific subjects  with  specific audiences </li></ul><ul><li>Blog...
<ul><li>New Twingo USPs:  Feisty, Practical  and  Connected </li></ul><ul><li>Reveal of the Twingo concept  at the Paris M...
Case study: the new Renault Twingo 1. From hits to niches <ul><li>At the press reveal: invitation of 5  influent bloggers ...
Manu Foissotte  is  prime-time  host on radio  NRJ  ( n° 1 music radio in France for young people). Case study: the new Re...
Manu Foissotte  posted both on his own blog but also on the official NRJ blog. Case study: the new Renault Twingo 1. From ...
Blog dedicated to urban lifestyle, technology and design. TOP 200  influent blogs in  France (n°43) Case study: the new Re...
Blog focusing on interactive marketing.  TOP 200  influent blogs in  France   (n°105) Case study: the new Renault Twingo 1...
Blog talking about marketing actions and communication. TOP 200  influent blogs in  France (n°172) Case study: the new Ren...
Buzzer, trendsetter and tastemaker. TOP 200  influent blogs in  France (n° 23 ) Case study: the new Renault Twingo 1. From...
<ul><li>Word of mouth on  steroid s </li></ul>Case study: the new Renault Twingo 1. From hits to niches Posts mentionning ...
Case study : the new Renault Twingo 2. Reconnect with today’s consumer <ul><li>Commercial launch  in S love nia </li></ul>...
In conclusion: Get naked! <ul><li>Radical transparency  is the secret </li></ul><ul><ul><li>Talk  don’t  sell </li></ul></...
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BLOGRES 2007 - marketing

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

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  • BLOGRES 2007 - marketing

    1. 1. Blogging as a business opportunity Nicolas Fermont
    2. 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. 3. Reconnect with todays’ consumer <ul><li>Talk with me: communication is participation </li></ul><ul><li>It’s about building relationships with the consumer (think rich and not reach ) </li></ul><ul><li>Enter a phenomenon called blogging : it’s interactive , informal . It comes from a real person and it allows the consumer to talk back ... </li></ul>
    4. 4. Drive business from hits to niches <ul><li>Blogs have specific subjects with specific audiences </li></ul><ul><li>Blogs are long tail filters and tastemakers : bloggers act as guides when they post about what they like or dislike </li></ul>Popularity Media Source: The Long Tail, Chris Anderson
    5. 5. <ul><li>New Twingo USPs: Feisty, Practical and Connected </li></ul><ul><li>Reveal of the Twingo concept at the Paris Motorshow (sept.2006) </li></ul><ul><li>Create buzz through viral marketing </li></ul><ul><ul><li>Launch of www.twingoconcept.com </li></ul></ul><ul><ul><li>Online seeding operation: internauts could create and share their own “vision” </li></ul></ul>Case study: the new Renault Twingo 1. From hits to niches
    6. 6. Case study: the new Renault Twingo 1. From hits to niches <ul><li>At the press reveal: invitation of 5 influent bloggers with specific subjects and targeted audiences </li></ul>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. 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. 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. 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. 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. 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. 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. 13. <ul><li>Word of mouth on steroid s </li></ul>Case study: the new Renault Twingo 1. From hits to niches Posts mentionning Twingo
    14. 14. Case study : the new Renault Twingo 2. Reconnect with today’s consumer <ul><li>Commercial launch in S love nia </li></ul><ul><li>Novi Twingo corporate blog </li></ul><ul><ul><li>‘ Either you have it, or you don’t have it…but you can not control it. But that’s the point ! ’ </li></ul></ul><ul><li>Conversation leads to relationships and relationships lead to (brand) affinity </li></ul>
    15. 15. In conclusion: Get naked! <ul><li>Radical transparency is the secret </li></ul><ul><ul><li>Talk don’t sell </li></ul></ul><ul><ul><li>Demonstrate passion </li></ul></ul><ul><ul><li>Show your authority </li></ul></ul><ul><ul><li>Be accessible </li></ul></ul><ul><ul><li>Get smarter by listening to what people tell you </li></ul></ul>
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