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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.

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Social Media @ Sydney Business School - Guest Lecture

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