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Sunday Business Post A Strategic Approach to Social Media

Sunday Business Post A Strategic Approach to Social Media



SocialMedia.ie's final article in the Sunday Business Post.

SocialMedia.ie's final article in the Sunday Business Post.



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    Sunday Business Post A Strategic Approach to Social Media Sunday Business Post A Strategic Approach to Social Media Document Transcript

    • THE SUNDAY BUSINESS POST n24 DECEMBER 4 2011OUT ON YOUR OWNGetting thewind intotheir sales turbines, FATS will manufac- pect to see a financial return onBy Linda Daly ture them with a three-kilowatt their investment within eight capacity. and a half to ten years. ‘‘We decided to build a pro- ‘‘If energy prices continue toA demand for car- duct ourselves,’’ O’Mara said. rise, it will make it more viable bon reduction ‘‘We went through prototyping to invest in a turbine,’’ O’Mara and rising elec- and once we got to a level we said. ‘‘There is the opportunity tr icity pr ic es were happy with we went off to save money and make some have together and set up another company, money over the coming years.’’ led to the Eco-Eir, this year. Our main The firm is now intent onlaunch of a new green energy objective is to offer the every- marketing and selling the pro-firm. Eco-Eir sells, installs and day person an entry-level sys- duct, having launched emailmaintains micro-generation te m into the world of alerts and a door-to-door saleswind turbines for home-own- renewables, at an affordable initiative in the past fourers, agr icultural ventures, cost.’’ months. It also hired a stand atsmall hotels and B&Bs. The company is charging the National Ploughing Cham- e18,999 for the turbines. In- pionships in Athy, Co Kildare, It is a spin-off of Force Ad- cluded in the price is installa- in September.vanced Technology Solutions tion, a ten-year warranty on ‘‘There is a huge market for(FATS), a contract electronics parts, labour and servicing the product and the challengemanufacturer and specialist in and an additional warranty ex- now is to make people awarehigh quality electro-mechani- tension of up to ten years. of renewable energies in Ire-cal assemblies. Steve O’Mara, Home-owners who installed land,’’ said O’Mara.operations director at FATS, is t h e n e w t u rb i n e s c ou l d , Already, Eco-Eir is begin-its managing director. O’Mara said, produce all their ning to see results. So far, it O’Mara said FATS began to own electricity. The average has had six bookings and the Steve O’Mara, managing director of Eco-Eir: ‘If energy prices continue to rise, it will make it more viable to invest in a turbine’ PRESS 22research demand for domestic electricity consumption in turbines are currently in pro-wind turbines in Ireland four households stands at around duction at the FATS facility.years ago. 5,500 units per year but, ac- O’Mara expects Eco-Eir to ‘‘We spotted a gap in the cording to O’Mara, many tur- have 300 turbines installed by early in next year. on the Irish market, but it will can and then look to expanding fancy, O’Mara said he was you’re offering,’’ he said. ‘‘Ifmarket,’’ O’Mara said. ‘‘No- bines will generate between the end of next year and a ‘‘This will aid Ireland in also sell into the North and into other markets,’’ he said. committed to making it a suc- you believe it and are enthu-body in Ireland was building 7,500 and 8,500 units. further 1,500 in 2013. meeting its national and Eur- Britain in the future. ‘‘Our turbines will, however, cess. siastic, you will convey that toturbines for the domestic mar- Owners can sell the excess The company employs four opean carbon and electricity ‘‘We plan to establish our- continue to be manufactured ‘‘Y have to be enthusiastic ou people.’’ket.’’ electricity back to the national staff and O’Mara said it could generation targets,’’ he said. selves in the Irish market, cre- through our Irish HQ.’’ and believe in the product that While Eco-Eir will sell the grid. He said owners could ex- create 15 or more further jobs Initially, Eco-Eir will focus ate as much cashflow as we While Eco-Eir is in its in- you are selling and serviceThe importance of giving credit where it’s due with which customers and ‘‘We do genuinely want to hanced service to its custo- tools online.Companies need to be able to access credit from their advisers such as accoun- tants will be familiar.’’ lend to commercially viable propositions. The key criterion mers. ‘‘Our staff must be more ‘‘We have avery simple cash- flow template on our site andbanks to ensure they have enough cash to keep their There are four pages in the application form, and appli- for us is that we can get repaid. If we are to succeed to restore skilled in understanding differ- ent businesses,’’ Webb said. are currently working on a standard business plan tem-business ticking over, writes Linda Daly cants are required to fill out ba- sic information such as the ourselves to financial viability we do need to lend to the SME ‘‘We must also simplify our in- ternal processes to make it ea- plate, both designed to make it easier for companies to set out name of the business, the num- sector.’’ s i e r fo r s t a f f t o d e l i v e r their proposition,’’ said Webb. ber of employees, its financial In the Mazars report, SMEs services.’’ Also online are practicalT he government report applications pending, 70 per late an informal enquiry into a standing and its borrowings reported that the timeframe for Throughout the first half of guides to issues such as starting on the de mand for cent of those requests were ap- formal application. and assets. mak i ng de c isions has i n- 2011, the bank held a nation- your own business, conducting credit by SMEs, which proved. ‘‘We were getting feedback ‘‘Obviously, depending on creased significantly. Only half wide series of 150 SME custo- feasibility studies and market- was publ ishe d last Webb said there was an un- from businesses and our rela- the size of the lending proposi- of the requests were processed mer seminars. The aim was to ing.week, highlighted the fact that derstanding at AIB that SMEs tionship managers that many tion, the customer might be within 15 days. communicate its ‘open for Webb worked with AIB’sbanks are lending. However, were critical for economic re- customers were making infor- asked for more detailed infor- ‘‘We’re very aware that cus- business’ message. Polish subsidiary WDK sincemore needs to be done to en- covery. mal enquiries on credit but mation such as a statement of tomers feel we’re not meeting ‘‘It improved engagement 1998, heading up the firm’scourage businesses to apply ‘‘There are 250,000 firms weren’t bringing themselves to accounts,’’ said Webb. the 15-day turnaround time,’’ with local business, and we treasury division there. He re-for credit, according to John and they have a proven record make a formal credit applica- In time, the standardised he said. ‘‘We’ve a job to do to met with 8,700 clients,’’ Webb turned to Ireland in August toWebb, AIB’s new head of busi- of creating jobs,’’ Webb said. tion,’’ Webb said. process will speed up the flow look at the reasons for that, said. ‘‘This quarter we’ve been take up the new role as head ofness banking. ‘‘We need to provide genuine ‘‘The credit enquiry form is of credit. measure it and to respond to it holding distinct agricultural business banking. The report, conducted by access and assistance to them.’’ an acknowledgment by the ‘‘There is a bit of bedding where necessary.’’ seminars, and expect 2,000 cli- ‘‘I’m looking forward to theaccountancy firm Mazars, Moves are being made to en- bank that the business has down to be done where people AIB has developed a credit ents and businesses to partici- challenge of rebuilding trust,’’found that 36 per cent of SMEs courage businesses that need made an enquiry. AIB also John Webb, AIB’s new will familiarise themselves professional development pro- pate in that.’’ he said. ‘‘We’ve obviously da-surveyed requested bank credit credit to apply formally for it, making efforts to demystify head of business banking with the credit application pro- gramme for its business rela- The bank plans to relaunch maged that trust in terms ofbetween April and September according to Webb. the credit application process. cess, but we hope it will take tionsh ip manag ers and the seminars at the end of the what has happened to the bank2011. Most loans were for cash- Last July, AIB released a ‘‘Along with Bank of Ire- plication process.This standar- the mystery out of it, and it will lenders. The Credit Skills pro- first quarter in 2012. AIB offers in recent years.The challenge isflow and working capital pur- credit enquiry form, which en- l a n d , it r e c e ntly worke d dises the information the banks encourage customers to make gram me aims to empower more than financial advice and to try to get that trust back andposes. Excluding the courages businesses to trans- launched a standard loan ap- need. It provides a template a formal application for credit. AIB staff to deliver an en- has supplemented its business get back to a situation where Commercial Profile: Homeglo Social media for Irish start-ups shares made their content and connections you make Improve the quality of life In the final part of our series on using social media, industry into a viral hit. Blogs are often a great way for companies to host their original content become ambassadors for the company. A social media strategy must build and en- in your home expert Conor Lynch explains how and they can enable readers to share that content more ea- sily using social network gage connections to increase marketing reach from ‘fans’ to ‘friends of fans’. Get wrapped up and to utilise a strategic approach sharing buttons. ke e p wa r m d u r i n g Conversion Connections th e cold a nd da mp The success of social media model is to develop online Management gurus preach winter! has helped many new compa- Mark Zuckerberg, the creator that ‘‘if you’re not measuring nies to develop relationships marketing strategies to help of Facebook, noted the im- it, you are not managing it’’ with their customers and pro- companies attract and retain portance of connections in and this is especially true in a D oes your house spects. However, for other clients via their website, email social media with regards to social media strategy. You always feel cold? companies it has not been as marketing, social networking advertising and marketing. should incorporate a mea- Are you losing easy, due to the lack of a social and blogging. This step-by- step planning model includes Conor Lynch ‘‘In the next 100 years, in- surement system to ensure heat through the media marketing strategy. that your activity is both rele- walls? Tired of dampness on four C’s (concepts, content, for m at ion won’t b e ju st Many experienced busi- connections and conversion). able. Shareable digital content pushed out to people, it will vant and effective. the walls of your rooms? Are can take the form of blogs, di- your heating bills excessive? ness people (digital immi- Here is a quick overview: be shared among the millions Key indicators are website grants) are often unfamiliar gital video,tweets, apps,webi- of connections people have,’’ traffic, the amount of friends, Do you want to give your nars, podcasts, games and house an external makeover with social media tools while Zuckerberg said. ‘‘Advertis- followers, fans, retweets, the younger generation (digi- Concepts much more. A key considera- ing will change.Y will need ou shares and views, etc.The goal and get rid of annual mainte- tion here must be that the nance costs and improve Wrap your house up and keep warm this winter tal natives) is more comforta- to get into these connections.’’ is often having shareable con- ble with them, but may lack Marketing guru Seth Godin content is actually worth A social media marketing tent appear ing in lots of BER of the building? the strategic marketing ex- has stated that marketing’s sharing. strategy will mean a cumula- newsfeeds and you can moni- If any of the above applies completely wrapping your Homeglo has externally to you, then you need to con- house with insulation, there- insulated all types of houses perience. cardinal sin is to be boring. To assess this, companies tive effort to consistently tor progress with free tools tact Frank Holt or William by ensuring an immediate from large detached to ter- The resulting trend in com- This is certainly true when it should ask the following ques- build your friends, followers such as Facebook Insights. Carey at Homeglo (tel: 1890- improvement in the quality raced houses. We can offer panies is that while many comes to devising a concept tions: and fans online and offline in At SocialMedia.ie, we en- 328328; web: www.home- of life in the home and, of not only external insulation business-owners realise that for your social media strat- a bid to increase your market- courage companies to note glo.ie). course, a major reduction in but other services such as at- they should be involved in so- egy. Companies need to cre- & is their content entertain- ing reach. key performance indicators We will survey your house energy costs. tic insulation, boilers, heat- cial media,they give responsi- at e i n novat iv e i d e a s to ing? To optimise your strategy, each month to monitor the and offer you a comprehen- Homeglo has completed ing controls, heat pumps, bility for it to younger, junior promote their business and & does it provide value to the you must achieve the right progression and effectiveness sive solution to your insula- houses in areas such as Mala- solar panels and geothermal staff members. These social get their products or services viewer? balance between the follow- of their social media activity. tion needs. hide, Griffith Avenue, Cas- heating. media enthusiasts are often noticed by customers. & will that viewer be moved ing elements: We advise your key team Are you aware that you are tleknock, Sutton, If you are thinking of left to work away without a Regardless of your busi- to share the content? m e mb er s are prop erly entitled to a grant of e4,000 Pal m e r stow n, Fox ro ck, building a new extension or carefully-planned social ness sector or product, there Many companies have cre- & bought media: for exam- trained and armed with a so- from the Sustainable Energy Blackrock, Artane, Clonsil- refurbishing your property, media marketing strategy. are always creative concepts ated valuable and entertain- ple, paid for advertising such cial media strategy. Authority of Ireland (SEAI) la, Bray, Arklow, Wicklow, please contact Homeglo to The importance of having to engage your target audi- ing content, which viewers as Google or Facebook Ads; Unfortunately, all good to help reduce the costs of ex- Terenure, Rathfar nham, find out how we can help a social media marketing ence such as events, awards, have gladly shared with their & owned media: that is a things must end, and we are ternal insulation? C hurchtown, Sandy ford you with your project. strategy cannot be overstated. stunts, narratives, competi- connections. Carlsberg’s re- website, blogs and email/ now finished our series of ten If your house is built with Road, Cabinteely, Blessing- It provides a roadmap to be tions and partnerships. cent digital video of Bikers in SMS databases; social media articles.We hope cavity (hollow)/solid/brick/ ton and further afield in Homeglo is approved by followed as an organisation a Cinema attracted 9.3 mil- & earned media: for exam- our knowledge will help you mass concrete blocks, then Meath, Kildare, Kilkenny, the NSAI and SEAI-regis- traverses the social media Content lion views and Y ouTube shar- ple, social media digital con- on your way to social media you are suffering major heat Wicklow, Tipperary, Galway, tered. landscape. Our team use our ing figures indicated 630,000 tent sharing. success. losses and have major fluc- Clare, Kerry, Cork City and For more information, own unique strategy frame- In order for your social media Fac eb ook shares, 13,50 0 tuations in room tempera- County and Waterford - we contact Homeglo on tel: work called the ‘SocialMe- connections to pass on your tweets and 530 blog posts. Earned media is of parti- Conor Lynch is a social tures. can supply on request, refer- 1890328328, email: fran- dia.ie 10C’s Strategy Model’. marketing messages you need Their video was very enter- cular importance in social media strategist and founder External insulation re- ences from our satisfied cus- k @ h o me g l o .ie o r v i s i t The aim of our strategy to make your content share- taining and the resulting media whereby the customers of SocialMedia.ie, a Dublin- solves all these issues by tomers in any of these areas. www.homeglo.ie