| Description: | Many organisations are seeking now to do more with less and internet technology and online tools are often a low cost, high impact way to market. Many available platforms have free or minimal initial setup costs and can be rapidly established.
However whilst there is increasing awareness of the toolsets (Blogs, Facebook, Twitter etc) it can be difficult to plan an effective engagement and position to gain real business value.
This workshop begins from the basics and walks through the various elements, demystifying the concepts and assessing appropriate uses of web 2.0 for your business.
Case studies and empirical evidence will be used to illustrate the material throughout.
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| Audience | This briefing will start from the basics and quickly cover the main trends in social media and internet today, along with relevant local case studies. Suitable for anyone wishing to understand the concepts, wishing to explore online marketing or branding channels, for anyone who wishes to explore the use of social media and a modern online presence for their business.
The briefing is pitched at executives and business managers, also suitable for PR and marketing practitioners and may also be of interest to customer service departments wishing to explore new communication channels. |
| Objectives | At the end of this briefing, participants will able to:
Understand the difference between traditional and Web 2.0 applications
Understand the various buzz words and the underlying concepts beneath
Understand the fundamentals of social media including the various platforms
Understand the rationale behind engagement with social media
Refer to a range of case studies to highlight business scenarios
Make an informed call whether social media is right for your business
Assess which, if any, of the online options works best for your business
Begin engaging with the online community in a mutually satisfactory manner
Differentiate between communications, feedback and networking applications
Avoid common pitfalls of hasty or inappropriate online engagement
Establish appropriate KPIs for measurement of a social media strategy
Begin developing a social media presence for your organisation
Develop a business case to support online engagement
Understand the costs of entry and the costs of getting it wrong
Begin immediate usage of tools like Twitter, Facebook and Blogging
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| Topics included | Introduction. How the rules have changed. Web 2.0 Technologies. The wisdom of crowds.
Technical Landscape. How the sands have shifted. Socialnomics.
Blogging. The basics. Posts, pages, comments. Different platform options. WordPress. Plugins. Running a corporate blog. Blogging for business v blogging for pleasure.
Blogging Benefits: Search Engine Audiences. SEO Optimisation. Relationship Building. Feedback. Customer advocacy. Enhance offline brand. Blend personal and commercial spaces. Increase revenue. Increased customer loyalty. Content Guidelines.
Facebook. Walls, photos, boards, fan pages, online chat. Building a group page. Marketing approaches. Targeting, demographics (ads). Business Pages. Viral marketing.
Case study Obama for America (custom application).
Case study Barrys Tea (Business / Fan Page). Building on successful TV campaign.
Twitter. The basics. Twitiquette. Best Practices. Quality over quantity. Tools of trade.
Case studies: Mondello Parks, Blacknight ISP
Video Content. YouTube. How to share and resuse. E.g. Embed in blog.
Mobile Internet. iPods. BlackBerry. FaceBook Mobile. TweetBerry. Always On.
Case study Dells Idea Storm.
Forums. Bulletin Boards and other fori. RollerCoaster.ie Politics.ie Boards.ie
LinkedIn Recruitment and business networking.
Miscellaneous. RSS feeds. Social Bookmarking. Wikis. Podcasting.
Virtual Worlds. RMT real money trading. IPO on Eve. Second Life. World of warcraft.
Case studies IBM, Dell, Starwoods Hotels.
Benefits and the Business Case Why? What benefits? What cost? Is it right for me?
Risks and pitfalls What could go wrong? Common pitfalls to avoid. Online etiquette.
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