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