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    Blogging and social media EI Blogging and social media EI Presentation Transcript

    • 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 (connected) by one or more specific types of interdependency. 22 April 2010 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 6
    • 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 April 2010 13
    • 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 15
    • 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 18
    • 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 25
    • Facebook – If Facebook were a country! China India Facebook USA European Union 22 April 2010 26
    • Facebook - Numbers 50% of active users log on to Facebook in any given day. 22 April 2010 27
    • Facebook - Numbers More than 1.5 million local businesses have active Pages on Facebook. 22 April 2010 28
    • Facebook - Numbers Pages have created more than 5.3 billion fans. 22 April 2010 29
    • Facebook – Numbers More than 20 million people become fans of Pages each day. 22 April 2010 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
    • 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 over year.* Nielsen* 22 April 2010 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
    • 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 38
    • 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 April 2010 40
    • 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 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
    • 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 to increase brand awareness for their line of blenders. 22 April 2010 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
    • Who is using social media and blogging? Gary Vaynerchuk grew his Family wine business from $4 million to $50 million. 22 April 2010 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
    • Who is using social media and blogging? Lenovo = 20% reduction in call centre activity as customers go to community site. 22 April 2010 60
    • Who is using social media and blogging? Dell has sold $6.5 million of computers on Twitter. 22 April 2010 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
    • What you need to do Set objectives based on your business and marketing strategy. 22 April 2010 63
    • What you need to do Set boundaries between personal and business activities. 22 April 2010 64
    • 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 66
    • 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 68
    • 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 73
    • 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's (1997, p. 307) 22 April 2010 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
    • 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 April 2010 79
    • Connect with me. Mark@SocialBits.net http://Facebook.com/Socialbits http://ie.linkedin.com/in/markcahill (087) 9497083 22 April 2010 80