Social Media @ Sydney Business School - Guest Lecture

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A guest lecture I gave at the Sydney Business School on the 14th of July 2010.

A guest lecture I gave at the Sydney Business School on the 14th of July 2010.

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  • Summary of company focussing on consulting and advisory aspects

Transcript

  • 1. Facebook in 3DSydney Business SchoolGeoff McQueen
  • 2. Introduction to Internetrix
    Our Portfolio
    10 years experience within the web industry
    Experience with a wide range public and private sector organisations delivering web-based marketing and management solutions
    Google Accredited
    Google Analytics
    Urchin
    Website Optimiser
    Accreditations
  • 3. Facebook in 3 Dimensions
    Participant
    Brand
    Advertiser
  • 4. Facebook – What is It?
    Facebook - a free global social networking website that is operated and privately owned by Facebook Inc
  • 5. Facebook – Understanding the terms
    People, Profiles & Friending
    ‘Liking’ things
    Groups
    Events
    Pages
    Ads
  • 6. 1st Dimension – Facebook as a Participant
  • 7. People, Profile & Friends
    Facebook has almost 500 million active users; 8million in Aust
    Create a network of your contacts by adding people as friends
    Different users can see different sets of information about you
  • 8. Privacy
    Settings
    Lists
    Caveats
    Friends
    Apps
  • 9. Groups
    You can set up groups within Facebook
    This is commonly done for schools and community organisations
    Users can then join these groups -> online network
  • 10. Events
    You can also set up events
    You can invite the people and friends you want to attend
  • 11. Links and ‘Liking Things’
    You can comment and ‘Like’ or ‘Dislike’ things
    Allows for personalisation and builds you profile
  • 12. Influence as a Participant
    Social Capital
    Liking Websites& Web Pages
    Links as Status Updates
    Remember: be human
  • 13. 2nd Dimension – Facebook as a Brand
  • 14. Brand Presence – Facebook Pages
    Pages are like Profiles, but for non-people
    People ‘Like’pages – a bitlike friends
    Pages youlike appear inyour newsfeed
  • 15. Facebook Pages – Links, Events & More
    Post on your wall
    Host events
    Include links backto your website
    Photos, discussion& more
    Friendly URL
  • 16. Interactive Presence – Facebook Apps
    Web applications that link with to your account
  • 17. Facebook Apps
    You can publish your own application, and when people add it, you can interact with them
    Most successful apps ‘hook’ or draw in users
  • 18. Asking for Recommendations
    Include links on your pages to encourage people to ‘Like’ or ‘Recommend’ your page to their friends
    Can also include widgetsto make your pages seemmore social & sticky
    This trend has only just begun
  • 19. 3rd Dimension – Facebook as an Advertiser
  • 20. Evolution of Online Advertising
    Guerrilla
    Search
    Targeted
    Display
    Context
  • 21. From shotgun to scalpel
    You’re advertising wedding dresses
    i98 reaches 40% of 18-39 year olds
    Some of those are getting married?
    Wish you could target just women?
    What about only targeting womenwho are already engaged?
    With Facebook, you can. I’ll show you how
  • 22. Facebook Advertising - Reach
    500 million people worldwide (Facebook)
    8.64 million Australians (Facebook)
    Almost 4 in 10 Australians (ABS)
    Aussies are world’s most addicted
    7hrs/user (Neilsen)
  • 23. Facebook Advertising - Cost
    Uses a ‘bid’ model; ad space is scarce
    CPM or CPC, with daily caps
    Highly targeted
    Location (down to city)
    Demographics (gender, age, education)
    Interests
  • 24. Facebook Advertising - Format
    Title/Heading – 25 chars
    Body text – 135 chars
    Optional image (110x80px)
    Users can ‘Like’ ads (social capital) or remove ads they don’t like
  • 25. Facebook Advertising - Limitations
    Targeting is great, but remember...
    People aren’t there to see ads
    Better for B2C than B2B
    Most users have incomplete profile info
    Only 2140 UOW students on Facebook
    Less 10% of those who are enrolled
    Only 6540 people in Wollongong?
    Less than 10% of population who are likelyto be on Facebook
  • 26. 1) Create your destination
    Internal to Facebook
    Page, Application, Event or Group
    External Web Page
  • 27. 2) Click on ‘Promote’ or Create
  • 28. 3) Create your copy
  • 29. 4) Target your audience
  • 30. 5) Set your budget
    CPC – for action & clicks
    CPM – for being seen by users
    Bid for placement
    Estimated clicks don’t factor in copy quality
  • 31. 6) Monitor performance
    Daily emails
    Beta analytics product
    Use off-site Analytics product
    Google Analytics
    Click-Fraud has been an issue
  • 32. Conclusions
    Personal involvement is the 1st step – embrace it
    The old currency is new: social capital counts
    Brands have a legitimate place – by invitation only
    Ads: the best advertising platform you’re not using
    ½ of this lot didn’t exist 2 years ago – fast moving
  • 33. Questions and Discussion