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

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