A presentation by Emily Tully as part of Dun Laoghaire CEB's County Enterprise Week. Looks at use of social media and blogging in business.

1. Online PR
making it a part of your strategy
by Emily Tully

2. The Main Tools
• Social Media
• Blogging
• Video
• Audio (podcasts)

3. Social Media

4. So why use it?

5. • to communicate with your market/
audience
• to increase your visibility
• to build loyalty
• to make you more accessible
• to learn from your customers

7. hmm I don’t know...

8. hmm I don’t know...
isn’t facebook etc. just for kids and messers?

9. ★ Irish facebook users: 1 411 200

10. ★ Irish facebook users: 1 411 200
★ 55% of Irish users are female, 44% male

11. ★ Irish facebook users: 1 411 200
★ 55% of Irish users are female, 44% male
★ 34.4% of Irish users are between 25 and 34
years of age

12. ★ Irish facebook users: 1 411 200
★ 55% of Irish users are female, 44% male
★ 34.4% of Irish users are between 25 and 34
years of age
★ 17.2% of Irish users are aged between 35
and 44 years of age (Stats from facebakers.com)

13. ★ Irish facebook users: 1 411 200
★ 55% of Irish users are female, 44% male
★ 34.4% of Irish users are between 25 and 34
years of age
★ 17.2% of Irish users are aged between 35
and 44 years of age (Stats from facebakers.com)

14. Things to remember...

15. Things to remember...
• this is not a tick the boxes exercise -
make sure you have interesting content
and a dedication to updating it

16. Things to remember...
• this is not a tick the boxes exercise -
make sure you have interesting content
and a dedication to updating it
• some social media platforms will suit
you more then others and will benefit
you more too. If time is tight prioritise!

17. Things to remember...
• this is not a tick the boxes exercise -
make sure you have interesting content
and a dedication to updating it
• some social media platforms will suit
you more then others and will benefit
you more too. If time is tight prioritise!
• be careful with your social media tone
of voice (we’ll see why later!)

18. Business Blogging

19. why blog?
★ great way of adding a bit of detail if
your product/service is a little
complicated
★ it gives your business a personality
★ builds loyalty through understanding
★ handy for announcements
★ allows you to be the expert

21. Wait...I’ve definitely heard
this is dangerous...

22. Its safe as long as you
• watch your tone (I
have a really good
example coming up!)
• pay attention to
blogging etiquette
• keep updating with
interesting, relevant
content
• moderate, don’t censor

23. IIA SMWG guide to
business blogging
www.iia.ie/resources

24. Video & Audio

25. some audio/video
examples
• http://www.youtube.com/watch?
v=xrClbNNm5LU
• http://www.curiouswines.ie/blog/
category/curious-videos/
• http://blog.iia.ie/2007/iia-national-
congress-2007-podcast/

26. Case Studies
Some people who do this really well...

27. All Rounders...

29. Blog

30. Facebook

31. Twitter

32. Myspace

33. YouTube

34. What do they get out of it?
" I would go so far as to say that without social
media, LadyUmberella would not be where it is
today. We can now advertise to and connect
with almost 10,000 people via our social media
pages and this number is growing daily. We’ve
spent pretty much nothing on advertising. The
only input required is connecting with people,
listening to people and actually caring about
what they say."
Rob Ryan, Co-founder of LadyUmberella Ltd.

35. • Our facebook fanpage launched on the 8th of
August 2009 and we now have just shy of
3,800 fans.
• We have over 5,000 twitter followers between
two accounts though we never used twitter
before August 15th 2009.
• - Our website is now in the top million most
visited websites on the internet based on its
Alexa ranking. The majority of this traffic has
been via facebook and twitter.

36. • On youtube our videos have been viewed over
2,500 times which has also generated some
buzz and hype about the brand.
• From twitter and facebook we have connected
with numerous bloggers and have gotten over
50 blog posts about our brand which has led
to more traffic/sales..
• - All the online buzz has reverberated into
national newspapers and we have been
mentioned in the Star, the Mail on Sunday and
the Irish Daily Mail.

37. Case Study
Some people who got it horribly wrong...

38. Nestlé...

39. So,somebody decided to post this

40. and they went on...

41. and still it went on...
Until it developed into a full scale attack
on Nestlé’s use of Palm Oil. The
company has since announced that it’s
to curtail the use of palm oil.

42. And this is how their google news
headlines look...

43. So what can we learn from
the Nestle example?
• Tone is extremely important. Social
Media users do not appreciate
authoritative, scolding, sarcastic tones.
The best online discussions are
respectful of all opinions whether both
sides agree or not.

44. • If you know a negative opinion exists
about you, or there are unresolved
controversies surrounding you - don’t
expect wine and roses from social
media users!

45. • Be careful what platform you use -
maybe you need one with tighter
moderation controls

46. • Web 2.0 is all about freedom of
expression and sharing - that means
your logos etc are fair game.

47. • Online PR and Social Media are now
informing traditional media - always be
aware that any content/comments you
put up today could be in tomorrows
newspapers

48. Thanks for listening
Now its your turn!

49. www.emilytully.com
emily@emilytully.com
Twitter: @emilytully
Skype: emilytully
(I use facebook for my
personal life but you’re
welcome to peek at
www.facebook.com/
emilytully)