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22 April 2010




Blogging and Social Media

Enterprise Ireland eMarketing Workshop
22nd April 2010
What are Online Social Networks?




22 April 2010                          2
What are Online Social Networks?




22 April 2010                          3
What are Online Social Networks?




22 April 2010                          4
A social network is a social structure made
     of individuals (or organizations) called
   nodes, which are tied (connec...
A social network is a social structure made
     of individuals (or organizations) called
   nodes, which are tied (connec...
Node

      Tie

22 April 2010   7
What are Online Social Networks?




22 April 2010                          8
+
                Web 2.0

22 April 2010             9
What is Web 2.0?




22 April 2010          10
What is Social Media?




22 April 2010               12
Social media is content created by people
    using highly accessible and scalable
    publishing technologies.




22 Apr...
What is a Blog?




22 April 2010         14
A blog is basically an online diary (or
    journal) that others can comment on.




22 April 2010                        ...
Journal + comments = conversation.




22 April 2010                            16
What is a micro-blog?




22 April 2010               17
A micro-blog is an application such as
    twitter which is typically restricted to 140
    characters.




22 April 2010 ...
The internet is now more “Social”, hence
    the term “Social Web”.




22 April 2010                                  19
22 April 2010   20
How big is all this ?

    Molehill?




22 April 2010           21
How big is all this ?

    Mountain?




22 April 2010           22
What are Online Social Networks?




22 April 2010                          23
Facebook - Numbers




    More than 400 million active users.




22 April 2010                             24
Facebook - Numbers




    100 million of these access via Mobile
    device.




22 April 2010                           ...
Facebook – If Facebook were a country!



    China
    India
    Facebook
    USA
    European Union


22 April 2010     ...
Facebook - Numbers




    50% of active users log on to Facebook in
    any given day.




22 April 2010                 ...
Facebook - Numbers




    More than 1.5 million local businesses
    have active Pages on Facebook.




22 April 2010    ...
Facebook - Numbers




    Pages have created more than 5.3 billion
    fans.




22 April 2010                           ...
Facebook – Numbers




    More than 20 million people become fans
    of Pages each day.




22 April 2010               ...
Facebook – Numbers Ireland




    1.34 million active users in Ireland.
    1.2 Million over 18 years old.
    50% use da...
Facebook – Numbers international




22 April 2010                      32
Time spent on Social Media site



    Led by Facebook, Twitter, global time
    spent on Social Media sites up 82% year
 ...
Time spent on Social Media site



    Globally, social networks and blogs are the
    most popular online category when r...
Time spent on Social Media site




22 April 2010                     35
Researching new purchases online




22 April 2010                      36
Researching new purchases online




22 April 2010                      37
Mobile Web


    Mobile will be Bigger than desktop
    internet in 5 years*




*Morgan Stanley


22 April 2010          ...
Social Networking > Email usage




*Morgan Stanley
22 April 2010                     39
How has this changed business?




    Monologues (one way) have become
    dialogues (many way conversations).




22 Apr...
How has this changed business?



    Web 1.0




22 April 2010                    41
How has this changed business?



    Web 2.0




22 April 2010                    42
How has this changed business?




    Power has shifted to Customers




22 April 2010                        43
How has this changed business?




    More transparency




22 April 2010                    44
How has this changed business?




    Easy to Share




22 April 2010                    45
How has this changed business?




    Good news travels fast




22 April 2010                    46
How has this changed business?




    Bad news travels even faster !




22 April 2010                        47
How has this changed business?




    Customers want to participate




22 April 2010                       48
How has this changed business?




    It is easy to...




22 April 2010                    49
How had this changed business?




    to turn a page, turn a channel, switch off
    and ignore.




22 April 2010       ...
How had this changed business?



 The effectiveness of traditional marketing
  has been eroded due to consumers been
  ab...
How had this changed business?




    Customers are choosing...




22 April 2010                    52
How had this changed business?




    what to consume,




22 April 2010                    53
How had this changed business?




    when it suits them to consume.




22 April 2010                        54
How had this changed business?




22 April 2010                    55
Who is using social media and blogging?



    Blendtec’s stated initial objective for the
    “Will It Blend” videos was ...
Who is using social media and blogging?



    As a result of the campaign, however,
    there retail sales have increased...
Who is using social media and blogging?

    Gary Vaynerchuk grew his Family wine
    business from $4 million to $50 mill...
Who is using social media and blogging?

    $1,500 direct mail = 200 new customers
    $7,500 billboard = 300 new custome...
Who is using social media and blogging?

    Lenovo = 20% reduction in call centre
    activity as customers go to communi...
Who is using social media and blogging?

    Dell has sold $6.5 million of computers on
    Twitter.




22 April 2010    ...
Who is using social media and blogging?

    37% of Generation Y were aware of the
    Ford Fiesta via social media before...
What you need to do




    Set objectives based on your business
    and marketing strategy.




22 April 2010           ...
What you need to do




    Set boundaries between personal and
    business activities.




22 April 2010                ...
What you need to do




    Integrate online and offline activities.




22 April 2010                                  65
What you need to do




    Set metrics for business and marketing
    objectives.




22 April 2010                      ...
What you need to do




    Learn how to use Web 2.0 tools.




22 April 2010                         67
What you need to do




    Start listening, if you do nothing else, at
    least do this.




22 April 2010              ...
What you need to do




    Engage and participate.




22 April 2010                 69
What you need to do




    Build reputation and trust.




22 April 2010                     70
What you need to do




    Be transparent.




22 April 2010         71
What you need to do




    Be Human (not a machine).




22 April 2010                   72
What you need to do




    Make content easily available and
    digestible.




22 April 2010                           ...
What you need to do




    Facilitate sharing.




22 April 2010             74
What you need to do




    “brands should be considered as objects
    used to facilitate social interaction.”

    Cova'...
What you need to do



    “people have relationships with other
    people and that brands may become a
    fulcrum aroun...
What you need to do




    Monitor and respond
    (active listening)




22 April 2010             77
What you need to do




    Don’t forget the metrics.




22 April 2010                   78
What you need to do




    If you don’t measure, then activities
    become an “expense” not an “investment”.




22 Apri...
Connect with me.



    Mark@SocialBits.net
    http://Facebook.com/Socialbits
    http://ie.linkedin.com/in/markcahill
  ...
Blogging and social media EI
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Transcript of "Blogging and social media EI"

  1. 1. 22 April 2010 Blogging and Social Media Enterprise Ireland eMarketing Workshop 22nd April 2010
  2. 2. What are Online Social Networks? 22 April 2010 2
  3. 3. What are Online Social Networks? 22 April 2010 3
  4. 4. What are Online Social Networks? 22 April 2010 4
  5. 5. A social network is a social structure made of individuals (or organizations) called nodes, which are tied (connected) by one or more specific types of interdependency. 22 April 2010 5
  6. 6. A social network is a social structure made of individuals (or organizations) called nodes, which are tied (connected) by one or more specific types of interdependency. 22 April 2010 6
  7. 7. Node Tie 22 April 2010 7
  8. 8. What are Online Social Networks? 22 April 2010 8
  9. 9. + Web 2.0 22 April 2010 9
  10. 10. What is Web 2.0? 22 April 2010 10
  11. 11. What is Social Media? 22 April 2010 12
  12. 12. Social media is content created by people using highly accessible and scalable publishing technologies. 22 April 2010 13
  13. 13. What is a Blog? 22 April 2010 14
  14. 14. A blog is basically an online diary (or journal) that others can comment on. 22 April 2010 15
  15. 15. Journal + comments = conversation. 22 April 2010 16
  16. 16. What is a micro-blog? 22 April 2010 17
  17. 17. A micro-blog is an application such as twitter which is typically restricted to 140 characters. 22 April 2010 18
  18. 18. The internet is now more “Social”, hence the term “Social Web”. 22 April 2010 19
  19. 19. 22 April 2010 20
  20. 20. How big is all this ? Molehill? 22 April 2010 21
  21. 21. How big is all this ? Mountain? 22 April 2010 22
  22. 22. What are Online Social Networks? 22 April 2010 23
  23. 23. Facebook - Numbers More than 400 million active users. 22 April 2010 24
  24. 24. Facebook - Numbers 100 million of these access via Mobile device. 22 April 2010 25
  25. 25. Facebook – If Facebook were a country! China India Facebook USA European Union 22 April 2010 26
  26. 26. Facebook - Numbers 50% of active users log on to Facebook in any given day. 22 April 2010 27
  27. 27. Facebook - Numbers More than 1.5 million local businesses have active Pages on Facebook. 22 April 2010 28
  28. 28. Facebook - Numbers Pages have created more than 5.3 billion fans. 22 April 2010 29
  29. 29. Facebook – Numbers More than 20 million people become fans of Pages each day. 22 April 2010 30
  30. 30. Facebook – Numbers Ireland 1.34 million active users in Ireland. 1.2 Million over 18 years old. 50% use daily, average time 57mins. 22 April 2010 31
  31. 31. Facebook – Numbers international 22 April 2010 32
  32. 32. Time spent on Social Media site Led by Facebook, Twitter, global time spent on Social Media sites up 82% year over year.* Nielsen* 22 April 2010 33
  33. 33. Time spent on Social Media site Globally, social networks and blogs are the most popular online category when ranked by average time spent in December 2009, followed by online games and instant messaging Nielsen* 22 April 2010 34
  34. 34. Time spent on Social Media site 22 April 2010 35
  35. 35. Researching new purchases online 22 April 2010 36
  36. 36. Researching new purchases online 22 April 2010 37
  37. 37. Mobile Web Mobile will be Bigger than desktop internet in 5 years* *Morgan Stanley 22 April 2010 38
  38. 38. Social Networking > Email usage *Morgan Stanley 22 April 2010 39
  39. 39. How has this changed business? Monologues (one way) have become dialogues (many way conversations). 22 April 2010 40
  40. 40. How has this changed business? Web 1.0 22 April 2010 41
  41. 41. How has this changed business? Web 2.0 22 April 2010 42
  42. 42. How has this changed business? Power has shifted to Customers 22 April 2010 43
  43. 43. How has this changed business? More transparency 22 April 2010 44
  44. 44. How has this changed business? Easy to Share 22 April 2010 45
  45. 45. How has this changed business? Good news travels fast 22 April 2010 46
  46. 46. How has this changed business? Bad news travels even faster ! 22 April 2010 47
  47. 47. How has this changed business? Customers want to participate 22 April 2010 48
  48. 48. How has this changed business? It is easy to... 22 April 2010 49
  49. 49. How had this changed business? to turn a page, turn a channel, switch off and ignore. 22 April 2010 50
  50. 50. How had this changed business? The effectiveness of traditional marketing has been eroded due to consumers been able to ignore marketing messages, especially of the broadcast type. (Van Den Bulte and Wuyts 2007) 22 April 2010 51
  51. 51. How had this changed business? Customers are choosing... 22 April 2010 52
  52. 52. How had this changed business? what to consume, 22 April 2010 53
  53. 53. How had this changed business? when it suits them to consume. 22 April 2010 54
  54. 54. How had this changed business? 22 April 2010 55
  55. 55. Who is using social media and blogging? Blendtec’s stated initial objective for the “Will It Blend” videos was to increase brand awareness for their line of blenders. 22 April 2010 56
  56. 56. Who is using social media and blogging? As a result of the campaign, however, there retail sales have increased by over 700% 22 April 2010 57
  57. 57. Who is using social media and blogging? Gary Vaynerchuk grew his Family wine business from $4 million to $50 million. 22 April 2010 58
  58. 58. Who is using social media and blogging? $1,500 direct mail = 200 new customers $7,500 billboard = 300 new customers 0$ Twitter = 1,800 new customers 22 April 2010 59
  59. 59. Who is using social media and blogging? Lenovo = 20% reduction in call centre activity as customers go to community site. 22 April 2010 60
  60. 60. Who is using social media and blogging? Dell has sold $6.5 million of computers on Twitter. 22 April 2010 61
  61. 61. Who is using social media and blogging? 37% of Generation Y were aware of the Ford Fiesta via social media before its launch . 25% of Fords marketing is spend on Social Media. They are the only US company that did not take a Government loan. 22 April 2010 62
  62. 62. What you need to do Set objectives based on your business and marketing strategy. 22 April 2010 63
  63. 63. What you need to do Set boundaries between personal and business activities. 22 April 2010 64
  64. 64. What you need to do Integrate online and offline activities. 22 April 2010 65
  65. 65. What you need to do Set metrics for business and marketing objectives. 22 April 2010 66
  66. 66. What you need to do Learn how to use Web 2.0 tools. 22 April 2010 67
  67. 67. What you need to do Start listening, if you do nothing else, at least do this. 22 April 2010 68
  68. 68. What you need to do Engage and participate. 22 April 2010 69
  69. 69. What you need to do Build reputation and trust. 22 April 2010 70
  70. 70. What you need to do Be transparent. 22 April 2010 71
  71. 71. What you need to do Be Human (not a machine). 22 April 2010 72
  72. 72. What you need to do Make content easily available and digestible. 22 April 2010 73
  73. 73. What you need to do Facilitate sharing. 22 April 2010 74
  74. 74. What you need to do “brands should be considered as objects used to facilitate social interaction.” Cova's (1997, p. 307) 22 April 2010 75
  75. 75. What you need to do “people have relationships with other people and that brands may become a fulcrum around which such relationships are constructed” (Patterson and O’Malley 2006). 22 April 2010 76
  76. 76. What you need to do Monitor and respond (active listening) 22 April 2010 77
  77. 77. What you need to do Don’t forget the metrics. 22 April 2010 78
  78. 78. What you need to do If you don’t measure, then activities become an “expense” not an “investment”. 22 April 2010 79
  79. 79. Connect with me. Mark@SocialBits.net http://Facebook.com/Socialbits http://ie.linkedin.com/in/markcahill (087) 9497083 22 April 2010 80
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