1. 15th yearINTERNATIONAL GLOBALCOMMUNICATIONOnline advertising21th October 2014by: David ChellyCopyright Postenergie Espagne SL

2. Since 2006 - website publisher & domain nameprofessional 1995-2006 - Consultant and professor specialized inEastern European business2YOUR LECTURER: DAVID CHELLY Ph.D in Management SciencesPost-graduate diploma in FinanceDegrees in Sociology, Money and Banking, Law,Accounting@: davidchelly@energie-online.fr 3. 3AIMS OF THE COURSE Understanding how work sponsored links and displayadvertising and their limits Discovering the future of online advertising : nativeadvertising and inbound marketing 4. 4METHODOLOGY The course is a workshop-oriented class, designed foractive participation. It focuses on the standards of the industry: majorplayers, best practices, leading professional tools, etc. 5. 5MULTIPLE CHOICE QUESTIONShttp://bit.ly/iscomparis 6. SEARCH ENGINE ADVERTISING (SEA)6 7. 7WHY PURCHASING SPONSORED ADS? SEO has no impact for competitive keywords The only way to get a lot of targeted traffic is to buy itfrom Google You can fix the price of each acquired visitor Any business, regardless its size, can (in theory)buy Adwords 8. 8DIFFERENT TYPES OF SPONSORED ADS Sponsored ads in SE results Contextual ads in websites Facebook ads 9. 9GOOGLE ADWORDS CASE STUDY: OVH Youve got a 50,000/month Adwords budget How many announces are you going to write? Give a few examples of keywords you are going tobuy, with at least 1 in exact match, 1 in broadmatch. Give examples of negative keywords foryour campaign What will be your max. CPC ? How many visitorsand how many clients do you expect to get eachmonth through Adwords? 10. 10HOW ADWORDS WORKS Purchasing keyword(s) with a dailybudget and a max. CPC Possibility to target a specific region Google Adwords campaigns Each ad groups has its own keywords the budget is defined for the wholecampaign Broad match, exact match, phrasematch, negative keywords 11. 11HOW TO GET THE BEST AD SPOTS? The ad with the highest CPCmay not rank on 1st place The quality score depends on : the attractivity of the ad(clickthrough rate) the characteristics of the arrivalpage (display speed, keywordsin Url, keywords in text content,age of Adwords account) 12. 12DISPLAY ADVERTISING 13. 13WEB BANNERS Best sizes: 300x250, 728x90,160x600 Best location 14. 14RICH MEDIA Finding the bestway to increasethe CTR The performanceof video ads Mobile advertising 15. 15AD EXCHANGES AND AD NETWORKS Ad network : group of websites publishers ad exchange : automated platform used to buy andsell ads retargeting 16. 16REAL-TIME BIDDING (RTB) 17. 17MORE ONLINE ADVERTISING TECHNIQUES Affiliation emailing Social media advertising 18. NEW TRENDS FOR MARKETING ANDCOMMUNICATION18 19. 19A REDUCED EFFECTIVENESS OF TRADITIONALPROMOTIONAL METHODS The fragmentation and saturation of conventional mediachannels Brands need to create a relationship with theircustomers 20. 20CUSTOMER EMPOWERMENT New consumers dont trust brands they search for information and are able to decrypt promotionalmessages Customers purchase goods on their own, print their owndocuments, write comments and reviews 21. 21CORPORATE SOCIAL RESPONSIBILITY 22. INBOUND MARKETING From interruption to permission Techniques: native advertising & content marketing 23. 23YOU ARE BUILDING A WEBSITE ABOUTDIGITAL COMMUNICATION AT ISCOM Choose 2 strategies/tactics and explain how thiscould help promoting your website New strategies: Inbound marketing, Social CRM,Marketing automation, real-time marketing New tactics: curation, SoLoMo, earned customers,brand advocacy, crowdsourcing, customer insightmanagement Example of tools, services and websites:HootSuite, Eloqua, Klout, Pearltrees, SocialBakers,Hubspot, Talkwalker, Google Alerts, Addthis, Disqus,SurveyMonkey 24. WEB 2.0 COMMUNICATION BESTPRACTICESSize is no longer an advantage, speed and agility win24 25. 25CONTENT MARKETING Earningcustomers withcontent 26. 26RELATIONSHIPMARKETING Create a relationshipbetween the customerand the salesperson orbusiness. Opposed totransactionalmarketing, whichfocuses on theactual sales processfor an item 27. SOLOMO convergence of collaborative, location-basedand on-the-go technologies 28. SOCIAL MEDIA 2014 29. HOW TO USE SOCIAL NETWORKSSocial media is like a party; barging into a groupalready talking and saying buy my stuff is rude29 30. 30SOCIAL CRMWhat is Social CRM? Answering customers withthe Social media tools and inan adapted form The point of social CRM:Customer satisfaction Best Buy Turned Twitter intoa Customer-Satisfying,Employee-Motivating, andPR-Generating Machine 31. 31FACEBOOK FAN PAGES 32. FACEBOOK ZERO 33. 33COMMUNITY MANAGEMENT Engage conversation with consumers in social media Crowdsourcing helps customer engagement Brand advocates must be valorized and helped Customer insight management : understanding whatcustomers think through social networks and onlinesurveys 34. CREATING ENGAGEMENT Online communication campaigns aim at creatingengagement from customers rather than just displayingads Brand advocacy Identify the best advocates of a brand Brand Advocacy Platform (BAP): tools to help brand advocates 35. 35MEASURING RESULTS trial and error to see whatkind of posts theaudiences like A/B testing Define tone and frequencyand adjust it Calculating the ROI onsocial media expenses 36. 36E-REPUTATION 37. MANAGING ONES DIGITAL IDENTITY 38. 38STORYTELLING 39. 39ONLINE WATCH Online alerts offer a permanent watch of what is said about us Help Controlling ones brand names in the web and insocial networks 40. 40REAL-TIME MARKETING 41. NEWSJACKING Taking advantage of thebuzzEllen DeGeneres Oscars selfie (3rd of March2014) - the most retweeted tweet in the history oftweets 42. CRISIS COMMUNICATION Managing crisis and badbuzzIt takes 20 years to build a reputation andfive minutes to ruin it. If you think aboutthat, you'll do things differently.Warren Buffet 43. 43VIRAL CONTENT Word of mouth marketing (WoMM) Viral contents an image is worth a thousand words Prizes and awards, infographics, advergames, flash mobs,widgets need to be promoted by influencers or/and brandadvocates The limited efficiency of pressrelease and digg-like websites 44. EARNING CUSTOMERS WITH INBOUNDMARKETINGSocial media is built around engagement, and it requirescontinuous input from social marketing managers44 45. 45INFLUENCERS The new digital consumer is a media Any blogger can be as credible as an expert A new job: web evangelist 46. WEB SERIES Burning love : Yahoo! 47. 47GAMIFICATION Gaming is a huge market, with different types ofgames: Social games, Casual games, MMOPRG,Serious games Advergames 48. 48PRIZES AND COMPETITIONS Jetblues example Participation to promotional actions (ie. IKEA) 49. 49CONCLUSION 50. 52ENDThanks for your participation