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This is the presentation I made at BLOGRES 2007 in Ljubljana, Slovenia.

This is the presentation I made at BLOGRES 2007 in Ljubljana, Slovenia.

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  • Thank you Presentation (background, working experience) Why do we blog? My reason : Turn my passion into my workspace. So my presentation is about convincing you to give it a shot and start looking at blogging as a ticket to a better life...

Transcript

  • 1. Blogging as a business opportunity (or as a ticket to a better life...) Nicolas Fermont
  • 2. The long Tail
    • Democratize the tools of production
    Popularity Media Source: The Long Tail, Chris Anderson More stuff, which lengt h ens the Tail
  • 3. The long Tail
    • Democratize the tools of distribution
    Popularity Media Source: The Long Tail, Chris Anderson More access to niches, which flattens the Tail
  • 4. Online attention and opportunities
    • Eyes are turning away from TV screens, magazines and newspapers to the daily content produced by bloggers
    • Blogs are gaining authority over mainstream media
    • Blogs have specific subjects with specific audiences
    Popularity Media Source: The Long Tail, Chris Anderson
  • 5. B rand s are changing the way they communicate with people in this whole new advertising age Show the movie “The Break up” from www.bringtheloveback.com
  • 6. B rand s are changing the way they communicate with people in this whole new advertising age
    • To reconnect with their consumers, brands have to rethink their marketing strategies and drive them from hits to niches
    • Advertisers are investing into blog advertising because it is highly targeted , effective and entirely measurable
    Popularity Media Source: The Long Tail, Chris Anderson
  • 7. Winning your ticket to a better life or solving the content = traffic = income equation
    • The tools are available
    • There is an audience
    • And there is a business model (or at least quick bucks to be made)
  • 8. Walk the walk : Become a successful blogger
    • Choose the right topic
      • With little or none existing competition
      • For which you have interest , and can show expertise on
    • Choose the right name (and tagline)
      • Think search engine results
    • Choose a platform for growth
      • Hosted blogging service vs. Installed service application
  • 9. Walk the walk : Become a successful blogger
    • Do it right!
      • Keep it simple and focused
      • Demonstrate passion
      • Show our authority
      • Be consistent
      • Don’t be insular, be linky
      • Know your audience
      • Produce the content that people love
      • Add comments (blogging is about starting conversations)
      • Get smarter by listening to what people tell you
  • 10. Talk the talk: Profit from your blog
    • Profit from your traffic
      • Sell advertising space
      • Find private sponsors
      • Participe in affiliate programs
      • Sell merchandise with the blog’s brand
      • Solicite donations from our readers
    Resorts Travel Agencies
  • 11. Talk the talk: Profit from your blog
    • Profit from your influence
      • Blogs are long tail filters and tastemakers : bloggers act as guides when they post about what they like or dislike
      • Ex. The Renault Twingo concept launch in Paris
    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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Blog focusing on interactive marketing. TOP 200 influent blogs in France (n°105) Case study: the new Renault Twingo 1. From hits to niches
  • 16. 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
  • 17. Buzzer, trendsetter and tastemaker. TOP 200 influent blogs in France (n° 23 ) Case study: the new Renault Twingo 1. From hits to niches
  • 18. HVALA!