The document discusses the rise of social media and how it has changed business. It defines key terms like social networks, blogs, microblogs and defines the size and reach of major platforms like Facebook. It highlights how social media has shifted power to customers, made communication more transparent and two-way. It provides examples of companies successfully using social media and concludes with recommendations for businesses to set objectives, engage authentically and measure their social media activities.

1. 22 April 2010
Blogging and Social Media
Enterprise Ireland eMarketing Workshop
22nd April 2010

2. What are Online Social Networks?
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3. What are Online Social Networks?
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4. What are Online Social Networks?
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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.
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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.
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7. Node
Tie
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8. What are Online Social Networks?
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9. +
Web 2.0
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10. What is Web 2.0?
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12. What is Social Media?
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13. Social media is content created by people
using highly accessible and scalable
publishing technologies.
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14. What is a Blog?
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15. A blog is basically an online diary (or
journal) that others can comment on.
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16. Journal + comments = conversation.
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17. What is a micro-blog?
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18. A micro-blog is an application such as
twitter which is typically restricted to 140
characters.
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19. The internet is now more “Social”, hence
the term “Social Web”.
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20. 22 April 2010 20

21. How big is all this ?
Molehill?
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22. How big is all this ?
Mountain?
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23. What are Online Social Networks?
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24. Facebook - Numbers
More than 400 million active users.
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25. Facebook - Numbers
100 million of these access via Mobile
device.
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26. Facebook – If Facebook were a country!
China
India
Facebook
USA
European Union
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27. Facebook - Numbers
50% of active users log on to Facebook in
any given day.
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28. Facebook - Numbers
More than 1.5 million local businesses
have active Pages on Facebook.
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29. Facebook - Numbers
Pages have created more than 5.3 billion
fans.
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30. Facebook – Numbers
More than 20 million people become fans
of Pages each day.
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31. Facebook – Numbers Ireland
1.34 million active users in Ireland.
1.2 Million over 18 years old.
50% use daily, average time 57mins.
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32. Facebook – Numbers international
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33. Time spent on Social Media site
Led by Facebook, Twitter, global time
spent on Social Media sites up 82% year
over year.*
Nielsen*
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34. 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*
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35. Time spent on Social Media site
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36. Researching new purchases online
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37. Researching new purchases online
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38. Mobile Web
Mobile will be Bigger than desktop
internet in 5 years*
*Morgan Stanley
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39. Social Networking > Email usage
*Morgan Stanley
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40. How has this changed business?
Monologues (one way) have become
dialogues (many way conversations).
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41. How has this changed business?
Web 1.0
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42. How has this changed business?
Web 2.0
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43. How has this changed business?
Power has shifted to Customers
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44. How has this changed business?
More transparency
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45. How has this changed business?
Easy to Share
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46. How has this changed business?
Good news travels fast
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47. How has this changed business?
Bad news travels even faster !
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48. How has this changed business?
Customers want to participate
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49. How has this changed business?
It is easy to...
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50. How had this changed business?
to turn a page, turn a channel, switch off
and ignore.
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51. 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)
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52. How had this changed business?
Customers are choosing...
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53. How had this changed business?
what to consume,
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54. How had this changed business?
when it suits them to consume.
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55. How had this changed business?
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56. 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.
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57. Who is using social media and blogging?
As a result of the campaign, however,
there retail sales have increased by over
700%
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58. Who is using social media and blogging?
Gary Vaynerchuk grew his Family wine
business from $4 million to $50 million.
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59. 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
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60. Who is using social media and blogging?
Lenovo = 20% reduction in call centre
activity as customers go to community
site.
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61. Who is using social media and blogging?
Dell has sold $6.5 million of computers on
Twitter.
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62. 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.
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63. What you need to do
Set objectives based on your business
and marketing strategy.
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64. What you need to do
Set boundaries between personal and
business activities.
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65. What you need to do
Integrate online and offline activities.
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66. What you need to do
Set metrics for business and marketing
objectives.
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67. What you need to do
Learn how to use Web 2.0 tools.
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68. What you need to do
Start listening, if you do nothing else, at
least do this.
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69. What you need to do
Engage and participate.
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70. What you need to do
Build reputation and trust.
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71. What you need to do
Be transparent.
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72. What you need to do
Be Human (not a machine).
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73. What you need to do
Make content easily available and
digestible.
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74. What you need to do
Facilitate sharing.
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75. What you need to do
“brands should be considered as objects
used to facilitate social interaction.”
Cova's (1997, p. 307)
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76. 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).
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77. What you need to do
Monitor and respond
(active listening)
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78. What you need to do
Don’t forget the metrics.
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79. What you need to do
If you don’t measure, then activities
become an “expense” not an “investment”.
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80. Connect with me.
Mark@SocialBits.net
http://Facebook.com/Socialbits
http://ie.linkedin.com/in/markcahill
(087) 9497083
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