social media @ sydney business school - guest lecture

Facebook in 3DSydney Business School

Geoff McQueen

Introduction to Internetrix

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 AccreditedGoogle AnalyticsUrchinWebsite Optimiser

Our Portfolio

Accreditations

Facebook in 3 Dimensions

Participant

Brand

Advertiser

Facebook – What is It?

Facebook - a free global social networking website that is operated and privately owned by Facebook Inc

Facebook – Understanding the terms

People, Profiles & Friending

‘Liking’ things

Groups

Events

Pages

Ads

1st Dimension – Facebook as a Participant

People, Profile & Friends

Facebook has almost 500 million active users; 8million in AustCreate a network of your contacts by adding people as friendsDifferent users can see different sets of information about you

Privacy

Settings

Lists

CaveatsFriendsApps

GroupsYou can set up groups within Facebook

This is commonly done for schools and community organisations

Users can then join these groups -> online network

EventsYou can also set up events

You can invite the people and friends you want to attend

Links and ‘Liking Things’You can comment and ‘Like’ or ‘Dislike’ things

Allows for personalisation and builds you profile

Influence as a Participant

Social Capital

Liking Websites& Web Pages

Links as Status Updates

Remember: be human

2nd Dimension – Facebook as a Brand

Brand Presence – Facebook Pages

Pages are like Profiles, but for non-people

People ‘Like’pages – a bitlike friends

Pages youlike appear inyour newsfeed

Facebook Pages – Links, Events & More

Post on your wall

Host events

Include links backto your website

Photos, discussion& more

Friendly URL

Interactive Presence – Facebook Apps

Web applications that link with to your account

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

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

3rd Dimension – Facebook as an Advertiser

From shotgun to scalpel

You’re advertising wedding dressesi98 reaches 40% of 18-39 year oldsSome 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

Facebook Advertising - Reach

500 million people worldwide (Facebook)

8.64 million Australians (Facebook)

Almost 4 in 10 Australians (ABS)

Aussies are world’s most addicted7hrs/user (Neilsen)

Facebook Advertising - Cost

Uses a ‘bid’ model; ad space is scarceCPM or CPC, with daily capsHighly targeted

Location (down to city)Demographics (gender, age, education)Interests

Facebook Advertising - Format

Title/Heading – 25 charsBody text – 135 charsOptional image (110x80px)

Users can ‘Like’ ads (social capital) or remove ads they don’t like

Facebook Advertising - Limitations

Targeting is great, but remember...People aren’t there to see adsBetter for B2C than B2B

Most users have incomplete profile infoOnly 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

1) Create your destination

Internal to FacebookPage, Application, Event or Group

External Web Page

2) Click on ‘Promote’ or Create

3) Create your copy

4) Target your audience

5) Set your budget

CPC – for action & clicksCPM – for being seen by usersBid for placementEstimated clicks don’t factor in copy quality

6) Monitor performance

Daily emailsBeta analytics productUse off-site Analytics product

Google AnalyticsClick-Fraud has been an issue

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

Questions and Discussion