Facebook Advertising and Reputation Management
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Transcript of Facebook Advertising and Reputation Management
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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
• Origines: Flyers Basic et Flyers Pro
• Flyers Basic was sold using a Cost-Per-Thousand model: CPM. The price was $2.50/M
• Flyers Pro vendu au clic: CPC. 4 – 5 sous/click.
• Awful click-through rate on Flyers.
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Publicité - Advertising Auto-Service – Self-Serve
Name Since Clicks Views CTR (%)
CPC ($)
Total Spent
Want extra $?
Oct 30 4 4,384 0.091 0.08 0.31
Make extra $.
Oct 08 5 6,120 0.082 0.04 0.19
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6/11/7: Facebook to World: Check Out Our New Ad Platform!
• “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.”
7/11/7: Gab to Facebook : Doh!
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Facebook’s Challenge: Overcoming Blindness
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Publicité Facebook v.2
• SocialAds: Choix d’apparaître dans la section nouvelles ou bien dans la place des publicités
• Pubs liées aux “nouvelles”• Mélange éditorial douteux : “Spam” dixit
Valleywag• Même système pour créer les pubs qu’au temps
des Flyers• CPM dépendant de la vente aux enchères: min.
$0.15/M
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Facebook Advertising v.2b
• Facebook Beacon and Social Ads
• Beacon bakes cookies, Insert code, send “action stories” to Facebook
• Action Sent to News Opt-out Option Sign-in 2nd Opt-out Option
• Demographic targeting: Think outside the book with SocialAds publishers
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Free or ‘Free Hundred K?
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Gestion de Réputation
• C’est le contrôle du message publicitaire / discussion de la marque en ligne
• Référencement copieux (.com, .ca, mon_fils_samuse.site.com etc.)
• Possibilités de se servir des efforts de référencement d’autrui: LinkedIn, Wikipedia, Blogues et … Facebook!
• Groupe centré sur la marque
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Reputation Management
• Facebook profiles now indexable by the search engines
• Two possibilities:– Profile Pages– Brand oriented groups (Sponsored or not)
• Sponsored groups mix evangelists with researchers