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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.

Published in: Technology, Business

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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