A concept for Facebook to compete with Google in higher education. Getting students to learn the use of a system is a proven strategy for overcoming adoption challenges, as most Office users could tell. DISCLOSURE: This concept is only my personal idea. I do not work for Facebook.

1. ”FACEBOOK INTERNET
MARKETING CHALLENGE”
A concept introduction
Dr. Joni Salminen

2. What is it?

3. Overview
Facebook Internet Marketing Challenge
(FIMCHA) is a global competition for higher
education students. Students form groups
and carry out Facebook advertising
campaigns for real clients (cf. Google Online
Marketing Challenge).

4. Competition process
Write plan Submit
plan
Funds
released Start
campaign
Optimize
End
campaign
Write
report
Submit
report
Judge
KPIs
Choose
finalists
Judge
reports
Choose
winners
machine
Academic
panel

5. What are the benefits?

6. Benefits for Facebook
The more familiar business students
become with Facebook advertising, the
more likely they are to continue using it
in their prospective jobs. This leads to
increased potential for ad revenue.

7. Benefits for students
Facebook is the leading social network,
and at the same time a major channel of
Internet marketing. Learning how
Facebook advertising works is a valuable
professional skill which helps students
remain competitive in challenging job
markets.

8. Benefits for educators
By taking part in the challenge, educators
are able to keep up with the development of
modern marketing technology. Additionally,
because practical competitions are usually
popular, it is possible that students satisfied
with FIMCHA give higher course ratings.

9. What is needed to make it
happen?

10. Needed from Facebook
• creation of the FIMCHA
– creating terms & rules
– calculating the required budget
– developing the challenge system (registration,
evaluation)
• recruit Academic panel
• recruit Challenge coordinator

11. Academic panel
• 10–20 business scholars who are in
charge of 1) judging the teams, and 2)
continuously improving the challenge in
collaboration with Facebook’s
representatives.
• Panel members work as volunteers. They
have prior experience in teaching digital
marketing.
• (cf. Google’s Academic Panel)

12. Challenge coordinator
Academically qualified person working for
Facebook, who
– participates in creation of challenge program
– recruits the Academic panel
– makes sure pedagogical goals are well
designed and reached
– provides on-going support to educators during
campaign period.

13. Joni Salminen
• PhD, marketing
• Member of Google Academic Panel
(since 2014)
• First teams to participate in
GOMCHA in Finland (2009)
• Teaching digital marketing in Turku
School of Economics (since 2012)
• Contact:
– joni.salminen@utu.fi
– http://www.linkedin.com/in/jonisal