Podcast your business
While I’m not suggesting that you spend $695.00 on the report Podcasting: Into the Mainstream from eMarketer. (Do by all means if you like 
) eMarketer does share some interesting statistics about the growth in popularity of the podcast among US internet users.
The US podcast audience is ballooning, and eMarketer projects that growth will continue at least through 2013. By then, there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million.
As a percentage of Internet users, podcast downloaders are expected to grow from 9% in 2008 to 17% in 2013.
Much of the time where US internet use goes, Irish internet use follows. (Though not always!) For businesses podcasting can be a very effective way to show your expertise in your area; share tips with your customers about your products and services; and to develop customer loyalty among many other benefits. The IIA Social Media Working Group are going to workshop the draft of their Guide to Business Podcasting. This is an opportunity to participate in the creation of this guide and hopefully learn something new in the process. Both newbies and old hands are welcome but please register.
If you would like to get an idea of how the workshop will shape up, appropriately enough you can listen to the podcast of the workshop of the draft Guide to Business Blogging created by Krishna De last December. Krishna will also be facilitating this workshop so expect plenty of nuggets!
Social Media Case Study 2 – O2 Conversing with Customers
This is written by Campbell Scott of IGOPeople.com. All comments, queries and case study suggestions welcomed via comments below. Thanks! – RS, IIA.
Our previous case study gave an excellent overview of some of the social media tools that are available to businesses, including blogs, Facebook, Twitter, Bebo, Youtube etc. This case study is based on observations about how O2 Ireland have embraced the use of social media, to get closer to their customers (and potential customers). This summary records some of the interactions with customers that have taken place, some of these on IGOpeople.
O2 were well aware that their brand, products and services, pricing etc. were all being talked about online by their customers. These discussions were taking place on blogs, discussion forums and social networks. Many people would have posted comments which were negative in tone, complaining about specific problems or the way they had been treated by O2 as a customer. For O2, the challenge was how to engage or join in the conversations taking place. Many of the comments in discussion forums are anonymous, or take place in a tone and context where O2’s response or involvement in the discussion may not be particularly welcome.
A screengrab of the O2 discussion forum
O2’s answer to this problem was to take the brave move of creating their own, open user discussion forum, where customers could ask questions and seek help, voice their opinion or complain. Registration was a requirement, to help O2 get in touch with members privately if required. This was a very positive move which was received well by O2 customers. As this was new territory for O2, they did demonstrate some early naivety, by correcting the content of some members posts, but their customer community was tolerant of this, as it was a new environment where everyone was learning.
Although the O2 Forum has developed from these early days and is now a popular and active community, O2 have extended the range of social media tools they use to reach customers, including Bebo, Twitter and now IGOpeople (links take you directly to the O2 profile page). We’re delighted to have O2 as part of IGOpeople, but everyone can learn from some of the specific conversations they have become involved in.
A screengrab of O2's Twitstream
O2 have jumped straight into IGOpeople, posting regularly about items of interest to their customers – promoting shiny new phones and new product releases. This week, they offered customers the opportunity to direct any questions they may have to the Head of Customer Care – not something that is available to a consumer every day of the week!
However, the thing that is impressed me about O2, is the willingness to reach out to customers. There are a number of conversations where they acknowledge their shortcomings and state how they will fix things up, or recognise the need to make changes in the future. Their answers don’t always give you the answer you might demand, but they are there to listen and consistently discuss the issue, in a really honest and believable way – even if the answer isn’t quite what you want.
Here are some nice examples of the conversations they get involved in
Results of IIA Web Dev Group Survey
The following post was written by Richard Bowden on behalf of the Web Development Working Group and summarises the key findings of their recent survey asking you what kind of outputs you hope to see from the IIA Web Development Working Group.
The Web Development working group was established under the auspices of the Irish Internet Association to review best practices in the area of website development and make recommendations that will be of benefit to both website owners and developers.
To assist the group, an online survey was used to get feedback from people with either a business or technological perspective on the areas on which they would like to see the working group focus. Within a short time of the survey being launched, the group had received a range of feedback which has been beneficial to their work and they would like to thank all the respondents and the other organisations that marketed the survey to ensure that the group had feedback from both IIA members and non-members.
In summary, some of the interesting points contained in the feedback included;
- While there was an even spread between the topics of interest to the survey respondents, the following were ranked in the top six;
- Web development best practices
- Ways to upgrade existing websites
- Managing and writing web content
- Planning for growth / scalability
- Going mobile
- Making the business case for investing in web development
- Nearly half of our respondents consider themselves both as purchasers and sellers of web development services. A third of the respondents consider themselves solely as purchasers of development services with the remainder categorising themselves as sellers
- There was a wide range of business sectors that responded, including Tourism, Marketing, Financial Services, Public Sector, Manufacturing, Health, Education, Web development and design.
- The range of responses were evenly spread as regards number of employees, with approximately a third of responses in each category; 1-3 employees, 4- 50 and 51+ employees
- In relation to the web technologies that each respondent is using; the majority are using either a content management solution and/or web applications such as blogging software on their website. Nearly 1 in 5 is using web based intranet technology while 10% of respondents are using a static brochure type website. 1% of respondents have no current website presence.
A grab of the chart from PollDaddy Survey Results
- In terms of web technology spend in 2008, nearly half of the respondents spend over €50,000
- A selection of additional comments included;
- An interest in Open source vs. proprietary solutions
- A benefit from having access to a standard practice for estimating and pricing web design and development projects in the Irish & EU markets.
- Promotion of good software development practices and highlight successful software projects
- A need to highlight the importance of accessibility
The working group is now in the process of reviewing the responses and analysing related best practices with a view to initially preparing a breakout session at the IIA Congress on May 21st and subsequently producing a practical guide for Irish businesses.
IIA Members may download the results as a PDF here. (PDF, 264k, password required)
Feedback Friday 8: Help Dotwebs join the dots
Dorothy Ryan from IIA Member company Dotwebs is looking for feedback on her blog or DotBlog as she calls it. She puts considerable time and effort into maintaining her blog but she wonders “why visitors don’t leave messages and what I could do to improve it.” Dorothy has been a very active participant in Feedback Friday and has offered lots of great feedback to others since we started the feature so please check out her blog and share your thoughts below and give as good as you got!
We have a few guidelines for Feedback Friday so if you’re new please review.
Would you like to get feedback on a site that you own or are working on? Maybe you have a new client who wants to redevelop an existing website? Get some FREE net-savvy, design-savvy, SEO-savvy, online marketing and sales-savvy input from a broad range of experts. Contact me, Roseanne, at members at iia dot ie and give it a go!
Digital Digest for March available
This month’s Digital Digest is now available. It includes:
- A reminder that nominations close TOMORROW for the 2009 Net Visionary Awards. Nominate your Net Visionary now or regret it later!
- Details about Congress 09 and a reminder to book your ticket at special Early Bird prices.
- A call for expressions of interest in developing an Integrated online accounting and membership management system for the IIA
- Details about upcoming IIA events
- Member vacancies
- New member listing
- Loads of member news and events
- And much more besides
IIA Website temporarily unavailable
We apologise for the temporary unavailability of our main corporate website www.iia.ie. Our hosting providers, Tibus, had some temporary network problems which they are currently attempting to rectify.
We will keep you posted on any developments. Our monthly Digital Digest, due to get to you today, is being postponed until tomorrow morning.
Thanks for your patience and understanding.
Update: March 26th 09:52 – The site www.iia.ie was back up within half an hour of this post thankfully!
Social Media Case Study 1 – Using Social Media to Drive Recycling Message
This is the first in a series of Social Media Case Studies that the Irish Internet Association Social Media Working Group will be producing over the next few months. This is written by Eoin Kennedy, Slattery Communications. All comments, queries and case study suggestions welcomed via comments below. – RS, IIA.
Using Social Media to Drive the Recycling Message
Background
Repak is a packaging compliance scheme that funds packaging recycling activities in Ireland. It collects levies from organizations that produce packaging and then uses these funds to pay subsidies to waste contractors and local authorities for collecting used packaging from recycling supporting Household Recycling Bins, Bring Banks and Recycling Centres.
This has helped Ireland achieve its EU Packaging Recycling targets. Its license also has an educational remit to drive awareness of recycling and improve actual recycling behavior.
The organisation runs a series of traditional campaigns but these were generally one way so in 2007 the organization looked to embrace the online community and social networks in particular to help further engage younger audiences in a more interactive and media rich way.
Strategy
- To educate, motivate and engage people in recycling of used packaging
- To create online platforms to engage with a different demographic groups
- To develop compelling online content
- To position Repak as expert on packaging recycling issues
Tactics
A variety of social media tools were utilized including Bebo, Facebook, YouTube, Flickr, Pix.ie, Podbean, Blog and Twitter.
Bebo- A profile page was established in Sept 2007.
- Full editorial calendar covering relevant Repak content reformatted for Bebo style and covering key initiatives such as Bring Banks on the Street, Repak Christmas Campaigns and Easter Campaigns, Award Winner, Green Schools Calendar.
- Videos developed and uploaded including Building of ‘blinged’ Bring Banks and Interview with UK artist at launch of Repak Recycling Week in BT2.
- Photos from key launches.
- Answering of recycling queries.
- Series of competitions on the whiteboard.
- Per material a day updates/ updates recycling facts.
- Frequent blog posts.
- Posting and visiting of other profiles.
Results
- Friends network expanded to 1076 and views over 19,700.
- Multiple entries to competitions. Some of the entries were pretty elaborate and allowed us to play back how they drew them.
- 200 Comments after 2 months– some of which were one liners, others were queries while others were supportive.
- 307 Quizzes taken.
- Over 500 Polls.
- Over 1000 view of videos.
- Expanded network and community of people interested in recycling.
Other social media channels
Repaks also deployed a number of other online platforms to spread the message to a wider group and target older age groups including:
Video coverage from different Repak initiatives and launches. Over 1,000 views of different videos.
Online Photography Flickr, Pix.ie
Community creation through uploading photos to photo sharing sites (generic for reuse by others) and specific launches. Generic photos of recycling activities made available for the community to use. Others give a snap shot of colourful recycling launches and campaigns.
Podbean
Interviews with key executives explaining how to recycle and radio like interviews on different initiatives. These were also reused on the Repak blog.
A blog was created and populated focusing on recycling issues in Ireland. Written, video, audio and photo material utilized from different initiatives. The blog aims to create a repository and debating point for recycling issues, topics and updates from Repak.
Twitter
A Twitter feed has been established to give micro updates on international, Irish and Repak developments. Community and engagement is growing.
Facebook
A group within Facebook has been established to interact with an older audience and create a platform for sharing on recycling issues from seeding discussion and sharing material from video to photography.
Benefits
The wide range of online properties means that Repak can communicate with a broader range of online communities in a media rich format not possible previously.
- Wider online footprint.
- Positioning of Repak as expert in packaging recycling issues.
- 24/7 Availability of Repak and recycling issues.
- Engagement and community development with other recyclers.
- Regular and easy to update content from video to photography.
- Better search engine visibility.
- Driving higher recycling rates and acceptance of recycling message.
- Direct contact with harder to reach demographics.
- More positive public face of the organisation
Summary
Repak has now established a number of communications channels and communities through which it can interact and with which it can communicate. The organisation produces a wealth of content and through customising the messages for the different platforms and utilising video, audio and photography it can portray the recycling message in a variety of different and engaging ways. Further engagement with these new communities needs to be undertaken to create a truly interactive relationship, in conjunction with the ongoing development of content and other tools such as applications. Social media now forms part of the planning process for all Repak initaitives.
Disclosure
Repak are a client of Slattery Communications who helped develop and maintain their online presence.
If it’s Monday I must be in Donegal
I’m going to be busy this week meeting business people at the Donegal Enterprise Board Enterprising Donegal Week on Tuesday and others at the Dun Laoghaire-Rathdown Enterprise Week on Wednesday. So this is just a quick (late night!) post to say if there are any members who would like to come and meet business people who are looking for advice on using all aspects of the internet in all kinds of business I would welcome your expertise at the IIA stand between 4pm and 6pm on Wednesday 25th March. All details via the link above. At a previous enterprise event I was asked questions about choosing web developers/ designers, email marketing, using social media for business, as well as more bizarre and thankfully expected questions about the IIA and the internet in general!
If you are a member of the IIA and you think you have half an hour to spare please email me at members at iia dot ie.
Feedback Friday 7: Channelship want you to pick holes
Well not quite! Channelship have recently completed two sites for a client and would love a bit of feedback before putting the sites to bed entirely. Both sites focus on products and services for fixing cracks and potholes and beautifying driveways and roads. I doubt there’s a person in Ireland who doesn’t know a spot that could use that kind of TLC! But what about the sites themselves? Are they a bumpy ride or as smooth as silk? Over to Fred Caballero Project Manager with www.channelship.ie to tell us a little bit more about what they would like you feedbackers to focus on when looking at the sites:
We would like some feedback on www.qprroadshop.com and www.qprcoldpatch.com which we recently finished.
The idea would be to have comments on the usabilty, general look & feel, Search Engine Optimisation, coding and any helpful comments that people might have, since we are still on time to make a few changes. If you can think of more aspects to cover let us know!
Don’t forget that we have some guidelines when giving feedback and I will be moderating all comments.
New blog series starting on Tuesday
Next Tuesday will see the start of a new series of guest posts from the IIA Social Media Working Group. This series will focus on case studies of Irish businesses using Social Media in innovative or effective ways and each week will see a different member of the group deliver a case. So a lot of variety and a day off the blogging for me – a win win situation for us all
Brendan Hughes, the chair of the IIA Social Media Working Group, shares some of his thoughts on business uses of Social Media in a recent blog post. He examines in particular how the web has developed a dichotomous existence with transactional relationships on one side and social relationships on the other. Really successful internet businesses or businesses on the internet are bringing these two relationships together.
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