Continuing the Social Media Working Group’s series of case studies is Michelle Daly from Paddypower was the second of our two case studies at the launch of “Join the Conversation: A Guide to Blogging for Business” Please find her presentation below. Thanks to Brendan Hughes, FBD.ie and chair of the IIA Social Media Working Group for recording and preparing the slide show below.
This week’s case study is the slideshow presented by Aedan Ryan at the launch of “Join the Conversation: The Guide to Blogging for Business” in April.
A short aside – Making an audio recording is a handy tactic if you would like to reuse your presentations on your company blog. You can easily attach a good quality digital voice recorder to a sound desk to record your voice. (I have an Olympus DS 30 with a Sony ECM-MS907 Mic) You can go even simpler and just record straight to your recorder. I noticed Alan O’Rourke of Spoiltchild using iTalk on his iPhone at an event recently – this app is free. If you are doing the presentation at an external event make sure you have the permission of the organisation for whom you are presenting before posting the presentation on your blog.
A while ago now I had the great fortune to be invited by Keith Brock in Fingal County Enterprise Board to make a presentation at the Fingal Day of Enterprise. My presentation focussed on Social Media and Business. (The presentation is available to download as a PDF from the IIA website and you can hear a report about the day from RTÉ Radio 1’s The Business broadcast on October 12th (MP3 file; Report on Fingal Day of Enterprise is at about 18mins 40 seconds) which includes a few words of advice from yours truly.)
My experience at the Fingal Day of Enterprise was revelatory for me in my role with the IIA as Membership manager. My presentation was the first of the day: the room was packed out and people were turned away. Needless to say it wasn’t my reknown as a public speaker that was drawing the crowds especially as this was the first time I delivered a presentation on behalf of the IIA so I was a wee bit nervous. Of course there are aspects of my talk that I would now change especially based on the questions asked during the Q&A and subsequent conversations that day and my own social media experiences since then more of which later all going to plan with my blogging today! I was speaking about how to integrate Social Media into your marketing plan and it’s obviously a subject in which many people have an interest.
The reason the day was revelatory was because it made me more aware than ever before of how much help people who are starting businesses need when creating their online presence. I was standing at our stand from 1pm until 8.15pm with a constant stream of new business owners and entrepreneurs asking me various questions not just about the IIA but about how to get the best return on their investment of time and money in their internet marketing, sales and communications activities. A number of delegates who approached me had web design/ development consultancies and in a way I was sorry I didn’t have a two way queuing system so I could introduce the delegates looking for developers/ designers to the delegates offering developement/ design services!
Krishna De was also there that day as a business mentor and she popped over once or twice to say hello (and take photos see above) and even offered to mind the stand while I grabbed a cuppa which, although I declined, I really appreciated. But her offer and the queue at the stand got me thinking. If I were to be doing outreach work like this in a location close to you would you, as an IIA member, be interested in helping at the stand for 30 minutes to an hour? It was a great way to meet people who were actively seeking advice and information about bringing their business online and I think it would be a great opportunity for IIA members offering those kind of services to meet them. It’s just an idea so let me know what you think of it.
Two days later I packed myself off to Kilkenny for PodCampIreland, and while I was there in a more personal capacity, I didn’t hide the fact that I work for the IIA but most people know that anyway. I was facilitating a conversation about Twitter which I found very interesting and I hope those whose conversation I was facilitating found interesting too. When I asked those attending my presentation in Fingal about their experience of social media, I got one hand up for blogging (who left before I finished eek!), a couple of hands for Facebook and three hands up from the boys in school uniforms when I asked about Bebo and MySpace.* I got a big blank “ye wha’?!” when I asked about use of Twitter in Fingal which contrasted wildly with those at PodCamp – I think only two out of the 20 or so present didn’t use Twitter. While I was mainly asking the PodCampers about what they use Twitter for, how it helps them, why does it appeal to them, what future they see for it, I also asked them how they felt about businesses getting into Twitter, whether they felt it was intrusive or fair enough. As Twitter is all based on permission, I argued, a business joining in a conversation on Twitter is not the same as a representative from a business landing in on top of your cosy chat in the pub which was the common metaphor that day for online conversations. In most social media you have to accept an invitation, befriend someone, follow someone etc. before they can approach you with their ideas or requests. In this spirit, I’ve said it before but no harm re-iterating, you will never be followed by the IIA on Twitter unless you follow the IIA first and I would recommend other businesses to consider a similar approach. If you are thinking about how to get started and you would like to use this approach, make sure you follow the IIA and I will let my followers know you are online and it will help you start to build your presence. And get chatty. It’s all about engaging in conversation! If somebody says they don’t like your product or service ask them how you can help them to have a better experience of it.
But I digress, PodCampIreland had a lot more to offer apart from me 🙂 I attended a really interesting session by Dean Whitbread about Seesmic which was really interactive and involved us waving at a camera. Seesmic is a social network that allows people to converse using asynchronous videos, either recorded quick and dirty before uploading or prepared carefully and lovingly and uploaded. The great thing is that anyone can watch your video and respond. The other very nice thing about Seesmic is that you can set what sort of copyright you want applied to the video so that it can’t be just reproduced willy-nilly wherever the viewers wish unless you also wish it. It’s a great place to experiment with digital video and get feedback on your experiments so give it a go. I might see you there one of these days 🙂
I also attended a session by Mike Buckley about babyboomers online which turned into a very interesting conversation about who owns virtual space: young people or their parents; and about how technology can help preserve stories and pass them from generation to generation. I was reminded of this conversation on Tuesday when I attended the IIA/Limerick County Enterprise Board/ Marketing Institute of Ireland event on Tuesday. In her presentation Krishna De (who I think I have seen more of recently than my family :)) suggested that those of us disinclined to write much should consider making their content available as audio or video – it might suit your style a lot more than the writtern word. She drew our attention to Bill Marriott’s Blog which he records and which is then transcribed. Now obviously if you are the owner of the Marriott hotel chain you can afford to pay someone to transcribe your tuppeny worth but for us mere mortals making the audio or video available (and you could use Seesmic or YouTube to make video available) is a snap and is either free or costs very little.
I really hoped to blog about a lot more today. Contrary to my advice at the Fingal Day of Enterprise where I encouraged people to blog on a Friday afternoon because they are more likely to get up and leave and go home/ to the pub rather than allow it to seep into their evening it is after five and I am still here. So I will wish you all a great weekend (I’ll see some of you at the inaugural Irish Web Awards), remind you to vote in the Net Visionary Awards and promised lots more very soon!
*Oh yes I was interested by the three uniformed lads putting their hands up to say they were using Bebo and MySpace and I kicked myself for not pointing out to the audience that if they hope to communicate with those who have disposable incomes in ten years time they better start using social media and their online presence more proactively because this is where the mid-teens of today are learning how to use the web.
One of the many things I have been doing since I began working here in the Irish Internet Association has been responding to queries that come in from members and from the general public. In order to do this I have to try very hard to keep abreast of the kind of issues that are concerning our members. One of our newer members originally contacted me with a query about data protection legislation and I felt terribly ignorant when he seemed to know more than I did. Happily he still joined the IIA!
So last week I gratefully accepted an invitation from the Institute of International and European Affairs to attend their event “Perspectives on privacy in the Internet Age” with presentations by Peter Fleisher, Chief Privacy Counsel, Google Inc., and Billy Hawkes, Data Protection Commissioner. There was also a brief presentation from the floor by Inspector Pat Burke of An Garda Síochána. Here is a brief synopsis but please if you were present and feel I am misrepresenting anyone, I would welcome corrections and clarifications. Thanks!
Both Peter and Billy opened their presentations quoting Scott McNealy’s now infamous and eight year old comment “You have zero privacy anyway. Get over it.” although it became quickly clear that neither of them are even remotely as blasé as McNealy was way back then when it comes to privacy and data protection.
Both of the speakers talked about how, now that information storage is so cheap, it’s actually more cost effective to keep rather than delete information. Fleisher suggested that corporations who are required to comply with privacy and data protection legislation could deal with this in a number of ways:
- Time based anonymisation: forgetfulness should be programmed in so that once information reaches the time limit required by law, it is forgotten by the database.
- Include privacy controls so that users can choose what level of privacy they wish to set for the information that they are storing or publishing online.
- Education: Corporations like Google have a responsibility to educate users about privacy and data protection in a clear and accessible manner.
However Google’s biggest difficulty in relation to privacy legislation is that they are required to comply to location based regimes as he called them. Even within the EU and based on the EU directive countries could set their own time limits for data retention and Google has to comply to all of these while in reality all of this data exists in the cloud rather than any specific location. He also pointed out that in the US there are 39 Security Breach laws each with their own details because the legislation that governs privacy in the US is not federal.
In relation to education Fleisher told us that Google have developed a selection of videos about privacy which have been viewed by half a million viewers. He suggested that corporations might consider video as a more personable approach to privacy statement than the current privacy statements that can now be found on most websites. Fleisher said that the APEC privacy framework was, so far, Google’s preferred framework with it’s emphasis on preventing harm and focus on accountability.
He finished up by reminding us that the big question should be what do we want technology to do for us rather than what is technology doing to us?
Billy Hawkes, the Data Protection Commissioner, had some very interesting statistics about data protection in Ireland and attitudes to data protection and privacy among Irish citizens. Firstly he pointed out that only 10% of companies in Ireland transfer data outside the EU so there may not be currently a requirement for global laws. Citing the Eurobarometer 2008: Data Protection in the European Union: Citizens’ Perceptions, he pointed out that Irish people were slightly more concerned about privacy than the EU average but were also among those most opposed to monitoring of internet usage. All these details can be accessed via the Eurobarometer website. (PDF) Nora Owen, who chaired the session, in her summing up made particular reference to Hawkes use of the phrase “function creep”. He used this when referring to the reasons why data is being kept. Does less privacy and more monitoring equal enhanced security for citizens? Does it equal less crime.
When talking about the future he suggested that corporations should include privacy by design or commission privacy enhancing technology. Similar to Fleisher he emphasised the need to educate people about revealing information, making the point that privacy rights are technology neutral.
Inspector Pat Burke from An Garda Síochána also added from the floor that through their cooperation with the Data Protection Commissioner and always operating within the law and with the right to do proper, legitmate investigation they have had some success in tackling crime which uses the Internet as a platform such as child pornography, internet fraud and identity theft. They have also been able to tackle transnational crimes such as human and child trafficking.
Questions from the floor were put by TJ McIntyre from Digital Rights Ireland and Mark Kelly of Irish Council for Civil Liberties who asked if Google would use a human rights framework to which Fleisher responded that Google are very focussed on the ethical use of the Internet and while they were forced into “the odious concept of censorship” in China, their search results in China include a statement that the results have been filtered. They also will not offer Gmail in China. Brian Greene also made the point that 90% of people using the internet are consumers rather than content producers and there are issues when corporations get and retain data about consumers. Fleisher clarified that Google comes in two flavours: plain ol’ search or search enhanced via logging into your Google account where Google gets to know you and offers you results based on your search history. It’s the consumers choice which search to use.
An interesting afternoon and do you know what? The lunch was delicious too!
As I mentioned at the top of the post I’m new to a lot of these issues so I would really appreciate any comments or clarifications via the comments below.