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Facebook Marketing Opportunities Publicité et gestion de réputation Advertising and Reputation Management Une présentation de Gabriel Goldenberg et SEO ROI

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Publicité - Advertising Auto-Service – Self-Serve <ul><li>Origines: Flyers Basic et Flyers Pro </li></ul><ul><li>Flyers Basic was sold using a Cost-Per-Thousand model: CPM. The price was $2.50/M </li></ul><ul><li>Flyers Pro vendu au clic: CPC. 4 – 5 sous/click. </li></ul><ul><li>Awful click-through rate on Flyers. </li></ul>

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Publicité - Advertising Auto-Service – Self-Serve 0.19 0.04 0.082 6,120 5 Oct 08 Make extra $. 0.31 0.08 0.091 4,384 4 Oct 30 Want extra $? Total Spent CPC ($) CTR (%) Views Clicks Since Name

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6/11/7: Facebook to World: Check Out Our New Ad Platform! <ul><li>“ Flyers Pro is no longer available for purchasing ads on Facebook. Self-service, deeply targeted ads are now available through Facebook Ads. You can still access any ad campaigns created before November 7, 2007, from this page. To see Facebook's new, integrated, self-service solution, check out Facebook Ads . ” </li></ul>7/11/7: Gab to Facebook : Doh!

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Facebook’s Challenge: Overcoming Blindness

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Publicité Facebook v.2 <ul><li>SocialAds: Choix d’apparaître dans la section nouvelles ou bien dans la place des publicités </li></ul><ul><li>Pubs liées aux “nouvelles” </li></ul><ul><li>Mélange éditorial douteux : “Spam” dixit Valleywag </li></ul><ul><li>Même système pour créer les pubs qu’au temps des Flyers </li></ul><ul><li>CPM dépendant de la vente aux enchères: min. $0.15/M </li></ul>

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Facebook Advertising v.2b <ul><li>Facebook Beacon and Social Ads </li></ul><ul><li>Beacon bakes cookies, Insert code, send “action stories” to Facebook </li></ul><ul><li>Action  Sent to News  Opt-out Option  Sign-in  2 nd Opt-out Option </li></ul><ul><li>Demographic targeting: Think outside the book with SocialAds publishers </li></ul>

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Free or ‘Free Hundred K?

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Gestion de Réputation <ul><li>C’est le contrôle du message publicitaire / discussion de la marque en ligne </li></ul><ul><li>Référencement copieux (.com, .ca, mon_fils_samuse.site.com etc.) </li></ul><ul><li>Possibilités de se servir des efforts de référencement d’autrui: LinkedIn, Wikipedia, Blogues et … Facebook! </li></ul><ul><li>Groupe centré sur la marque </li></ul>

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Reputation Management <ul><li>Facebook profiles now indexable by the search engines </li></ul><ul><li>Two possibilities: </li></ul><ul><ul><li>Profile Pages </li></ul></ul><ul><ul><li>Brand oriented groups (Sponsored or not) </li></ul></ul><ul><ul><ul><li>Sponsored groups mix evangelists with researchers </li></ul></ul></ul>