1. IL BLOG COME OPPORTUNITÀ DI RITORNO ECONOMICO
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
Earning perspectives
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
Banner
Google AdSense
Allows to earn through contextual advertising
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
Are sources of non-continuous income
Are used to draw attention to a product
Sponsorhips
Financial sponsorships
Exchange sponsorships

10. Technorati 2013 Digital Influence Report
EARNING PERSPECTIVES
Annual Revenue
52%
Less than $1,000
20%
$1,000 - $4,999
10%
$5,000 - $4,999 7%
$30,000 - $4,999 4%
$100,000 or more
$10,000 - $19,999 3%
$20,000 - $29,999
Technorati 2013 Digital Influence Report

11. Technorati 2013 Digital Influence Report
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” it has 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 Earns with: Banners Participations in events
Product placement
Special projects

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

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

20. Content and personality of the writer
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