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Università degli Studi di Pavia

Università degli Studi di Pavia

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Università degli Studi di Pavia

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  1. Università degli Studi di Pavia Dipartimento di Giurisprudenza, Ingegneria Industriale e dell’Informazione, Scienze economiche e Aziendali, Studi Umanistici, Scienze Politiche e Sociali Corso di Laurea Magistrale in Comunicazione Professionale e Multimediale IL BLOG COME OPPORTUNITÀ DI RITORNO ECONOMICO Relatore: Chiar.mo Prof. Fabio Muzzio Correlatore: Chiar.ma Prof.ssa Federica Da Milano Tesi di Laurea di Martina RAGGI Anno Accademico 2012/2013

  2. THE BLOG AS A SOURCE OF REVENUE • Measurement of performance • Increase the popularity of the blog • Online earning methods • Earningperspectives • Sources of income

  3. PERFORMANCE INDICATORS OF THE BLOG • Link popularity • Google PageRank • Website statistics Measures the reliability of a website. It refers to the number of links pointing to a page Is an algorithm used to rank websites in their search engine results Files created by the web server that hosts the blog and provide different information

  4. INCREASING BLOG POPULARITY • Creating a community • Integration with social networks Advantages: • Strengthen the identity • Conducting traffic • Increase contacts

  5. ONLINE EARNING METHODS • Advertising • Affiliate Programs • Sponsorships • Reviews • Donations

  6. ADVERTISING IN THE BLOG Allows to earn through contextual advertising Banner Google AdSense • Simple • Many advertisers • Customizable

  7. NOIBLOGGHIAMO • Allows to earn with AdSense and Advit • Provides visibility • No restrictions • Always up to date

  8. AFFILIATE PROGRAMS The owner of a website (affiliate) promotes the products or the services of a business owner (merchant), in exchange for a commission PAY PER PERFORMANCE

  9. REVIEWS AND SPONSORSHIPS • Reviews • Are sources of non-continuous income • Are used to draw attention to a product • Sponsorhips • Financial sponsorships • Exchange sponsorships

  10. EARNING PERSPECTIVES AnnualRevenue Technorati 2013 Digital Influence Report

  11. SOURCES OF INCOME Technorati 2013 Digital Influence Report

  12. BLOGGERS AS OPINION LEADER Over the years, bloggers have established themselves as opinion leaders, able to influence the purchasing behavior of consumers Technorati 2013 Digital Influence Report

  13. BLOGGERS AS TESTIMONIAL AND DEVELOPERS OF PRODUCTS

  14. BEPPE GRILLO’S BLOG According to an estimate of “Il Sole 24 Ore” ithas generated in 2013 between 5 and 10 million Euros Earns with pay per click banners and pay per action ads

  15. ROBIN GOOD MasterNewMedia 85% of earnings come from AdSense, while the remaining are obtained through the sale of advertising space to direct clients, sponsorships and selling ebooks

  16. BLOGS IN ITALY Imageware 2013

  17. FASHION BLOG Earnswith: • Banners • Participations in events • Product placement • Special projects

  18. TECHNOLOGY BLOG • AdSense • Advit Salvatore Aranzullahas been earning with his blog since the age of 17

  19. FOOD BLOG Thanks to her blog, Sandra Salerno has become a professional chef and organizes cooking classes

  20. FINAL CONSIDERATIONS The blog has proved to be an instrument of income that has allowed, in some cases, to make blogging a full-time profession. The elements that influence the success or the failure of the blog monetization are: • Communication skills of the blogger; • Creating an active community; • Exploit the potential of social networks; • Content and personality of the writer