Presentation to EI Graduates

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Presentation to EI Graduates

  1. 1. Introduction to Social Media in EI David Scanlon | Internet Marketing Unit | 21.09.11
  2. 2. Agenda <ul><li>Introduction to the EI Internet Marketing Unit </li></ul><ul><li>Background to Social Media in EI </li></ul><ul><li>Introduction to the EI Social Media Panel </li></ul><ul><li>Effective use of Social Media </li></ul><ul><ul><li>Strategy template </li></ul></ul><ul><li>10 Golden Rules </li></ul><ul><ul><li>Why this is different from personal use </li></ul></ul><ul><li>Hands-on </li></ul><ul><li>Management (Dashboards, alerts, RSS) </li></ul>
  3. 3. The Internet Marketing Unit (IMU) <ul><li>Internet marketing is the most cost-effective way to develop export markets—in advance of, or in parallel with, physical presence </li></ul><ul><li>On-line market needs at least same level of planning and resourcing as geographical markets </li></ul><ul><li>Failure to exploit on-line market will cede advantage to competitors </li></ul><ul><li>Requires integrated strategy, aligned to business development plan, with clear support from senior management in client companies </li></ul><ul><li>Client focus currently on website/technology—seeing the Website as piece of ICT rather than part of an integrated marketing strategy </li></ul>
  4. 4. IMU Activities <ul><li>Primary focus on priority clients across all sectors </li></ul><ul><li>Emphasis on developing and implementing Internet Marketing strategies </li></ul><ul><li>Benchmarking (client self-assessment) </li></ul><ul><li>Strategic Consultancy support under eBMI </li></ul><ul><li>Events </li></ul><ul><li>CMD Programmes </li></ul><ul><li>http://www.enterprise-ireland.com/internetmarketingunit </li></ul>
  5. 5. History of Social Media in EI <ul><li>Q3 2009: sporadic, organic use of SM across EI </li></ul><ul><li>Roadmap (and resource) for 2010 </li></ul><ul><ul><li>Educate, track, measure, develop new initiatives </li></ul></ul><ul><ul><li>Vision: </li></ul></ul><ul><ul><ul><li>Help grow our clients’ exports; </li></ul></ul></ul><ul><ul><ul><li>Create a more transparent organisation for clients; </li></ul></ul></ul><ul><ul><ul><li>Build increased credibility with clients and the wider community; </li></ul></ul></ul><ul><ul><ul><li>Make existing industry networks more effective. </li></ul></ul></ul><ul><li>2011: Social Media Panel </li></ul>
  6. 6. Social Media Panel <ul><li>21 practitioners spread across organisation </li></ul><ul><ul><li>Wide range of skills and experience </li></ul></ul><ul><li>Guidance and motivation (paid in coffee…) </li></ul><ul><ul><li>You have to do the actual work yourself </li></ul></ul><ul><li>Strategically-important projects can avail of dedicated resource </li></ul><ul><ul><li>Theory: unsure in practice! </li></ul></ul>
  7. 7. Effective use of Social Media Building an Effective SM Strategy Poor use of SM is the quickest way to destroy reputation, consume resources, and irritate an audience
  8. 8. <ul><li>Authentic </li></ul><ul><li>Credible </li></ul><ul><li>Authoritative </li></ul><ul><li>Useful! </li></ul>
  9. 9. 10 Guidelines for Personal Use <ul><li>Be Transparent </li></ul><ul><li>Be open about your identity (name, role), and relationship to EI </li></ul><ul><li>Full disclosure: if you have any vested interests/bias be the first to point it out </li></ul>
  10. 10. 10 Guidelines for Personal Use <ul><li>Be Judicious </li></ul><ul><li>Your published content is widely accessible and will be around for a long time… </li></ul><ul><li>Privacy, confidentiality, legal concerns? </li></ul><ul><li>Where necessary, seek permission to report or publish </li></ul>
  11. 11. 10 Guidelines for Personal Use <ul><li>Write What You Know </li></ul><ul><li>Try and stick to your area of expertise </li></ul><ul><li>If not the EI expert or spokesperson, make this clear </li></ul><ul><li>Write in the first person </li></ul><ul><ul><li>Don’t make stuff up! </li></ul></ul><ul><ul><li>Don’t feed the rumour mill </li></ul></ul>
  12. 12. 10 Guidelines for Personal Use <ul><li>Perception Is Reality </li></ul><ul><li>By identifying as an Enterprise Ireland employee, you create perceptions: </li></ul><ul><ul><li>expertise; </li></ul></ul><ul><ul><li>relationships. </li></ul></ul><ul><li>3 a.m. photos on Facebook? </li></ul>
  13. 13. 10 Guidelines for Personal Use <ul><li>It’s A Conversation </li></ul><ul><li>… Not a Press Release </li></ul><ul><li>Be natural, bring in personality, say what’s on your mind </li></ul><ul><li>Engage with others (bloggers love to be cited) </li></ul>
  14. 14. 10 Guidelines for Personal Use <ul><li>Are You Adding Value? </li></ul><ul><li>Is it signal, or noise? </li></ul><ul><li>Billions of other things to do online: why listen to you? </li></ul><ul><li>Association with EI isn’t enough </li></ul><ul><li>Help others: </li></ul><ul><ul><li>improve knowledge or skills; </li></ul></ul><ul><ul><li>build their businesses; </li></ul></ul><ul><ul><li>do their jobs; </li></ul></ul><ul><ul><li>solve problems; </li></ul></ul><ul><ul><li>understand Enterprise Ireland better. </li></ul></ul>
  15. 15. 10 Guidelines for Personal Use <ul><li>Your Responsibility </li></ul><ul><li>What you publish is your responsibility </li></ul><ul><li>Participating on behalf of EI is an opportunity and a privilege </li></ul><ul><li>Further reading: </li></ul><ul><ul><li>Code of Conduct Policy </li></ul></ul><ul><ul><li>Staff IT Security Policy </li></ul></ul>
  16. 16. 10 Guidelines for Personal Use <ul><li>Did You Make A Mistake? </li></ul><ul><li>If you make a mistake, admit it. </li></ul><ul><li>Be upfront (no weasel words!) and be quick with your correction. </li></ul><ul><li>You may choose to modify an earlier post </li></ul><ul><ul><li>Make it clear that you have done so. </li></ul></ul>
  17. 17. 10 Guidelines for Personal Use <ul><li>Giving Client References </li></ul><ul><li>Use extreme caution – why are they asking for this? </li></ul><ul><li>When you write a referral you are extending your personal brand to the other person. </li></ul><ul><li>Cannot be seen to recommend one client above another. </li></ul>
  18. 18. How EI Currently Uses SM <ul><li>Hands-on: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Yammer </li></ul></ul><ul><ul><ul><li>https://www.yammer.com/enterprise-ireland.com/ </li></ul></ul></ul>

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