Blogging as a business opportunityNicolas Fermont

How does a brand have to communicate with people in this whole new advertising age?

Show movie “the break up” from www.bringtheloveback.com

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...

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

Pop

ular

ity

MediaSource: The Long Tail, Chris Anderson

• 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 Twingo1. From hits to niches

Case study: the new Renault Twingo1. From hits to niches

• At the press reveal: invitation of 5 influent bloggers with specific subjects and targeted audiences

Urban lifestyle

FubizManu Foissotte

Spreading the word

InteractiveMarketing

La Gazette

Gregory Pouy

Young feisty people

NRJ radio blogManu Foissotte

Design &Trendsetters

Emery

Technology &gadgets

Fubiz

• Word of mouth on steroids

Case study: the new Renault Twingo1. From hits to niches

Posts mentionning

Twingo

Case study : the new Renault Twingo2. Reconnect with today’s consumer

• Commercial launch in Slovenia• 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

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