Advertising and Communication Fanny Cedan - Louise Hurel - Fanny Di Giusto Blogging 1 Introduction Second influent source after family, friends and collegues 84% of people have bought products based on their description in blogs years old read blogs every day Entire E-world where people can identify themselves 2 I. Blogging concept By who ? Big companies and SMEs When ? Anytime To promote or boost a product For Brand promotion Why ? To reach a large and targeted audience To reduce the communication costs Its a Different way to interact with consumers To Gain influence and visibility For what kinds of products ? fashion, luxury, food, automotive, high-tech, movies and travel 3 TWO types of 4 Independent blogs Sponsored posts The firm provides a brief, video, tone to be used, argumentation, keywords and specific links Unclear rules : nothing requires the blogger to report that an article was the subject of a defrayal by a brand Independent blogs Convince the blogger About the interest of the product for him and his audience By sending promotional products or invitations to events 5 Business blogs Convey their own values on the Web, via a company blog The issue is to produce value-added content Business blogs 6 II. An application case Kayture : Famous fashion blog 7 Created by the swiss blogger Kristina Bazan in 2011 Worldwide known and largely followed on the social media Instagram : 2.1 millions followers Facebook : 1.8 millions followers Kayture : Famous fashion blog 8 Minimum price to appear on her blog ~ 1800 Depends on the nature of the project : Photoshoot, Video shoot, presence on an important event Remuneration % : Publication on her blog % : Advertising space on the website -The rest concern the publication on the social media (Facebook and Instagram) Rentability of Kayture 9 Louis Vuitton 2012 : Video clip for the opening of a new store in Gstaad Chopard 2013 : Photoshoot Cartier 2014 : Photoshoot Victoria Secret Show 2014 : Present at the event Collaboration with big companies Impact : Direct economics impact The consumer recognize themselves in the blogger and feel more confident with the purchasing act. 10 Why ? Closer of the consumer Broke the rules of the traditional advertising Direct report of the major event of the brand on the blog 2015 NEW Muse of LOreal Paris The influence of the blogger is an important choice for the brand 11 Collaboration with SMEs weekend4two.fr 2013 : Online travel agency RITA&ZIA : Swiss jewelry brand Several collaboration to present their new collections Main collaboration : Photoshoot in New York in 2014 Impact : In this case we can not confirm the increase of the sale, but it creates a better visibility for the companies 12 CONCLUSION Easy way of communicate, cheap and efficient Powerfull business for bloggers But In 2014 the use of blogs has started to decline (For the profit of Facebook, Instagram..) 13 Thank you for you attention