presentation to ei graduates

Introduction to Social Media in EI

David Scanlon | Internet Marketing Unit | 21.09.11

Agenda

• Introduction to the EI Internet Marketing Unit• Background to Social Media in EI• Introduction to the EI Social Media Panel• Effective use of Social Media

– Strategy template• 10 Golden Rules

– Why this is different from personal use• Hands-on• Management (Dashboards, alerts, RSS)

The Internet Marketing Unit (IMU)• Internet marketing is the most cost-effective way to develop export

markets—in advance of, or in parallel with, physical presence

• On-line market needs at least same level of planning and resourcing as geographical markets

• Failure to exploit on-line market will cede advantage to competitors

• Requires integrated strategy, aligned to business development plan, with clear support from senior management in client companies

• Client focus currently on website/technology—seeing the Website as piece of ICT rather than part of an integrated marketing strategy

IMU Activities• Primary focus on priority clients across all sectors

• Emphasis on developing and implementing Internet Marketing strategies

• Benchmarking (client self-assessment)

• Strategic Consultancy support under eBMI

• Events

• CMD Programmes

• http://www.enterprise-ireland.com/internetmarketingunit

History of Social Media in EI• Q3 2009: sporadic, organic use of SM across EI

• Roadmap (and resource) for 2010– Educate, track, measure, develop new initiatives– Vision:

• Help grow our clients’ exports;• Create a more transparent organisation for clients;• Build increased credibility with clients and the wider community;• Make existing industry networks more effective.

• 2011: Social Media Panel

Social Media Panel• 21 practitioners spread across organisation

– Wide range of skills and experience

• Guidance and motivation (paid in coffee…)– You have to do the actual work yourself

• Strategically-important projects can avail of dedicated resource– Theory: unsure in practice!

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

• Authentic

• Credible

• Authoritative

• Useful!

10 Guidelines for Personal Use

Be Transparent

• Be open about your identity (name, role), and relationship to EI• Full disclosure: if you have any vested interests/bias be the first to

point it out


Be Judicious

• Your published content is widely accessible and will be around for a long time…

• Privacy, confidentiality, legal concerns?• Where necessary, seek permission to report or publish


Write What You Know

• Try and stick to your area of expertise• If not the EI expert or spokesperson, make this clear• Write in the first person

– Don’t make stuff up!– Don’t feed the rumour mill


Perception Is Reality

• By identifying as an Enterprise Ireland employee, you create perceptions:

– expertise;– relationships.

• 3 a.m. photos on Facebook?


It’s A Conversation

• …Not a Press Release• Be natural, bring in personality, say what’s on your mind• Engage with others (bloggers love to be cited)


Are You Adding Value?

• Is it signal, or noise?• Billions of other things to do online: why listen to you?• Association with EI isn’t enough• Help others:

– improve knowledge or skills;– build their businesses;– do their jobs;– solve problems;– understand Enterprise Ireland better.


Your Responsibility

• What you publish is your responsibility• Participating on behalf of EI is an opportunity and a privilege• Further reading:

– Code of Conduct Policy– Staff IT Security Policy


Did You Make A Mistake?

• If you make a mistake, admit it.• Be upfront (no weasel words!) and be quick with your correction.• You may choose to modify an earlier post

– Make it clear that you have done so.


Giving Client References

• Use extreme caution – why are they asking for this?• When you write a referral you are extending your personal brand to

the other person.• Cannot be seen to recommend one client above another.

How EI Currently Uses SM

• Hands-on:– Facebook– Youtube– Blogs– LinkedIn– Twitter– Yammer

presentation to ei graduates

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