In the latest in our series of informative guest blogs, Joy Redmond, co-founder of flexitimers.com, fills us in on the work being done by the Social Media Working Group to promote and encourage the use of social media marketing by Irish businesses.

There are as many resources on how to do social marketing, as there are networks so rather than provide a whistle stop tour of the social web in 2009, I’ve elected to introduce you to the Irish Internet Association’s Social Media Working Group and the sterling work they’ve been doing over the past twelve months.
The Social Media Working Group seeks to support businesses in the development of strategies for engaging with social media, including blogging, social networking, community sites, RSS, tagging, and podcasts. IIA 2008

The committee members consist of a diverse range of skills and disciplines ranging from social media, web development, marketing, to PR and education.

Although their main output: Guides to Social Media for Business are restricted to members of the Irish Internet Association, they also have plenty of tips and advice available to the general public and one I’d like to particularly highlight are the weekly blog posts containing Social Media case studies.
Each week a committee member writes a case study on a particular area of social media that has caught their attention, the tone is ‘how to’ providing the reader with step by step descriptions of how a particular campaign was designed, implemented and measured – certainly a must read for anyone thinking of dipping their feet in social media in Ireland today.

However, the Working Group’s formal output is not the only rich content on offer as many of the members provide valuable resources themselves.
For example, Eoin Kennedy from Slattery Communications writes an excellent PR blog entitled ‘Thoughts on Communications in Ireland’ and here you’ll find many tips and checklists on how to go about raising your profile online.
Bernie Goldbach from Tipperary Institute does an interesting video round up of tech news in the Sunday papers on Qik.com which is also syndicated on fellow committee member Campbell Scott’s now global social network IGOpeople.
Krishna De aka Ireland’s social media ambassador is also a member of the working group, she’s on every network and if you’ve ever seen her present at her many speaking engagements, you’ll agree her passion for social media is infectious and her many resources are definitely worth a browse.
Last but not least, I’d like to mention the IIA’s Roseanne Smith who is always online and at hand to help with your every social media whim.

Joy Redmond is the co-founder of Flexitimers.

Joy started her career in 1996 as Marketing Director of Newmedia, one of Ireland’s first web design companies. She remained agency side working with Zartis.com and Campaign HTDS before moving client side to become online marketing manager of IngredientsNet.com (a joint venture between Fyffes and Glanbia). Before setting up Flexitimers with Dervla Cunningham, Joy was a lecturer in E-business, research and marketing in the Dublin Institute of Technology and was Course Director of the Masters in Business & Entrepreneurship. She is a mentor on the Wexford County Enterprise Board and a member of the Irish Internet Association Social Media Working Group.

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In our second guest blogger spot, Emma Toner, Publicity Manager with Gowan Distributors, tells us why the Irish Motor Industry in general, and Peugeot in particular, are increasingly favouring online advertising channels over more traditional methods…

During 2007 advertising expenditure amongst the Irish Motor Industry increased by 14.3% to €56million. During the same period, online marketing spends in the industry grew at a huge rate of 144% to €814,000. Whilst the traditional media spends did not suffer a decline during that period, the % growth in press, radio, TV and outdoor media was much smaller in comparison. Forecasts suggest further growth in the online sector is almost certainly guaranteed this year.

The growth in online advertising in Ireland and in the Irish Motor Industry is undoubtedly as a result of many factors and has begun to follow that of the UK, which of course mirrored the growth pattern in the US and the rest of Europe. It is certainly linked to increasing broadband penetration and the subsequent increasing number of users.

With particular relevance today as we enter into economic uncertainty, budgets are being scrutinized the world-over and companies are no longer willing to spend cash on highly costly, mass-media that do not reach targeted audiences or yield measurable results. Most online campaigns are paid for on a click basis, eliminating any wasted media buying, which is good news for the budget-conscious. Where TV has not been an option in the past, due to budget constraints, online offers companies the chance to talk to their target audiences at only a fraction of the cost.

By its very nature, online offers more engagement and interaction on a one-to-one basis, directly with consumers you have identified. The individual choses to click on your advert only because she is interested in your product and as soon as she clicks on your website, you can start to measure the success of the campaign. Indeed, online is the most readily measurable medium available today. Companies can, with very simple software, measure anything from the number of unique users who visit their site, to the duration time per visit, the number of page views and as a result trace their behavior or shopping preferences to build a customer profile. Click through rates and cost of conquest / investment per contact can easily be calculated.

With such measurability, the review process of a given campaign is made so much easier and action taken to rectify slow results can be immediate. Low traffic generation to a website highlights a problem. The solutions are few and may be to change creative, divert media buying or to ensure the loop is being closed when online requests have been made. Online content can be reviewed on a daily, weekly or monthly basis or at any given time.

Whilst the benefits of online advertising are well known and the majority of automotive competitors in Ireland are active online, absolute spend levels remain relatively low at a mere 1.5% of the total spend and the approach has remained traditional with the use of banner advertising. As a result, Irish Motor Distributors who are currently investing in innovative and consistent online display advertising and search engine marketing can achieve maximum cut-through with increased brand awareness with relatively low investment.

Gowan Distributors Limited, Peugeot Importers in Ireland, allocated 3.1% of their annual media budget to online spend in 2007, over twice the average and was the third biggest online spender in the Irish Motor Industry. The company has developed a digital programme since mid-2005, culminating in the appointment of a Digital Agency in 2007, ICAN, to look after all Peugeot online activity in Ireland.

The company’s current strategy is three fold:

1) The company recognises the need for display advertising and sponsorships on high-volume Irish websites to attract those consumers in passive car buying mode. Display advertising is key to generating leads and increasing brand awareness.

2) The company understands the importance of innovative creatives and technology to stay ahead of its competitors and has employed take-overs, duo-formats, geo-targetting and video. Banner adverts are no longer as effective as they once were. Companies need to invest in and try out new formats as they become available.

3) The third and possibly most important element relates to search engine marketing, key to serving those in the active car buying phase. Search engine optimisation is a vital tool in an integrated campaign. Web users may pick up key messages from a press, radio or TV campaign. Key words typed into Google will then bring them straight to a relevant web page where they can learn even more information on a product. Over 49% of Irish web-surfers use Google as their preferred search engine and Gowan Distributors have developed a Google Adwords programme that runs at all times to ensure those interested are directed to the relevant web pages.

With substantial investment and a full online programme, Gowan Distributors now has a growing database of over 7,000 prospects. Online activity has promoted new model launches, special edition models, Peugeot Platinum Used Cars, Aftersales Services and Peugeot’s Sponsorship of the Rugby World Cup 2007 and generated thousands of visits to the Peugeot website. With proven success in online advertising, future spending is estimated to rise to 10% of the total Peugeot media budget by 2010, out-weighing TV and cinema.

Emma Toner is publicity manager with Gowan Distributors, Importers of Peugeot within Ireland. www.Peugeot.ie

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Our first guest blogger, Aaron Downes of Optimum Training, gives his take on planning a successful training event, great info for those planning and budgeting for the coming year:

“A company serious about the learning and development of employees will invest a considerable amount of time in the planning of a training intervention. First and foremost it is essential to understand the organisations requirements, what are the training objectives (what performance improvement do you wish to see once the training is complete) and what metrics will be put in place to determine the success of the training.

A complete training needs analysis will enable the organisation clarify goals, set training objectives and provide potential solutions to the training need.

Training has the potential to improve staff motivation and build the skills to compete in today’s business environment. Therefore a training event must deliver above and beyond the expectations of the organisation and the participants to ensure return on investment.

The following checklist will ensure a successful training event;

• Location/Timing – make best use of participant’s time!
• Evaluation Process (Pre and Post) – Ensure targeted performance improvement training.
• Custom Fit – Tailored training delivers on company’s expectations.
• Reputable Trainers – Ask for trainer CV’s, look for previous experience.
• Certification – Look for accreditation, ILM, HETAC etc.
• Creativity/Innovation – What new learning methods are being applied?
• Costs – The cheapest provider may not deliver the most value to your business.
• Training Style – Look for a blended approach, trainer focused and learner focused.
• Follow Through – Training will only be effective once behaviour in the workplace has changed.
  

Training and Development is about adding to a company’s bottom line, creating a training event which makes participants feel good about their jobs and has an impact on performance, ensures sustainable competitive advantage.“

“Optimum Limited specialises in the provision of Business and Management Training and Process interventions within the Corporate and Community, Private and Public Sectors. Our training programmes are designed to increase proficiency and competency in personal and business development skills. Our Business support initiatives anticipate and respond to the changing needs of our many clients.
As a preferred choice provider too many of Ireland’s leading businesses, we have learned that the key to our success is putting their success first. Our focus is on building lasting partnerships that offer the company positive business outcomes and the individual a rewarding learning experience. Our commitment to quality is enhanced by the enthusiasm of our team and our recognition of the standards you set. Combining Innovation with flexibility, the Optimum Way leads you to meet your challenges and achieve your potential”

To discuss your training requirements in further detail, please contact;
aarond@optimum.ie

www.optimum.ie

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