Guest Lecture at Victoria University (Footscray, Melbourne, Australia) for the class "Introduction to Web Technologies" on May 10, 2012.

1. Social Media

2. About me
Danny Bishop
•Victoria University 2003-2005
•Blue Pebble Design 2005-2010
•IMG Sports Technology Group 2010+
•@Danny_ _Bishop
•www.imgstg.com
•dannybishopcreative.wordpress.com
•#sminoz

3. Social Media
Defining Social Media
•Communicative
•Focused, interpersonal
•Disruptive
•Arab Spring, French Elections
•Commercial
•Brands, advertising, commerce

4. Riding the wave
•Custom built a blogging platform for Essendon around 2006
•Custom built a social hub for Essendon around 2007, loosely based
on MySpace and Facebook functionality for footy fans
•Introduced Essendon, Jobe Watson, Angus Monfries to Twitter in
2008
•Custom built a game-day chat application in 2008
•Helped launch Essendon onto Facebook in 2009
•Custom Facebook app development for Essendon, Richmond,
Carlton, Bulldogs, ANZ Championship Netball, Brisbane Broncos...
•Social media consulting

5. Facebook Commerce

6. Facebook Apps

7. Platforms
Social Media is framed by the platform
•Facebook
•Twitter
•Instagram
•Pinterest
•YouTube
•Foursquare
•Blogs
•LinkedIn

8. “The medium is the message”
Is social media understood from examining
one person’s update, or is it understood from
examining social media itself?
•Facebook - privacy, globalisation
•Twitter - revolutionary, democratic
•Instagram - retro, panopticon
•Youtube - 15 minutes of fame

9. Social media
Why will social media continue to grow?
•Oral tradition
•Printing press
•Industrial revolution
•Broadcast media
•Social media

10. Facebook
Insanely massive
•Drives 5-10%+ of all web traffic to the big teams
•Essendon have more than 50k web referrals per month from
Facebook
•Essendon & Collingwood have 400k-500k people see a post
about them daily around big games (EFC v COL : 420k+)
•Males 18-24 make up the largest demographic for AFL clubs
•Females 25-34 make up the largest demographic for Netball
clubs
•Essendon initially baulked at giving up their fans

11. Facebook
Sometimes just insane
•Keyboard warriors
•Trolls
•Curmudgeons
•Armchair coaches
•Swear bears
•Bozo filter to the rescue!

12. Bozo filter

13. Twitter
Noisy and disruptive
•High frequency of communication
•Beat Facebook to the mobile revolution
•435 AFL players past & present on twitter - why?
•Jobe Watson was the first AFL player, December 2008
•Mobile usability and hashtags have made it the platform of choice
for ‘revolutionary’ voices.
•Harder to gain followers, less engaged

14. Blogs
Opening publishing to ‘everyone’
•Classic blog - narrow field of view
•Footscray food blog
•800+ visitors a day
•20-30 comments per post
•Filling up Footscray eateries
•Now usually just one facet of a social media strategy
•Tumblr - blogging meets twitter

15. Why do companies use SM?
Social media isn’t just for fun.
•Interns, Part time, Full-time, Teams... resourcing continues to grow
•It is always driven by business aims
•Fan engagement
•Database acquisition
•Return on investment
•Defacto Single Sign-on
•Social commerce
•Marketing, unique offers, in-platform commerce

16. Crowd Sourcing
•User generated content
•99 Designs
•www.no-spec.com
•One step on from most social media
•Why is Facebook worth $100B when no one in this room pays
for it?
•If you’re not paying to use a service, then YOU are the product
•Understand what you are giving up

17. The dangers
Online is not safe
•Saying something has consequences
•Jail time!
•Mistakes are massive when the reach is massive
•#QantasLuxury
•Online bullying is bullying - even in social media

18. What do you need?
Before you graduate you should have...
•A ‘clean’ Facebook account (even if private)
•A Twitter account
•A LinkedIn account
•A personal or professional blog (not a mashup)
•Nothing online that you wouldn’t want to see taken out of context
by your employer or the Herald-Sun
•Have regular updates to all of them
•Google yourself