Welcome to the new IIBN Blog!

Welcome to the new IIBN Blog!

We are delighted to introduce you to our new IIBN blog, timed to coincide with the launch of the new website.

The objective of this Blog is to stimulate more engagement between the members of each of the IIBN chapters and also to encourage new members to join the organisation.

To that end, we have selected a number of Categories which we hope will greater facilitate your navigation of this Blog, to ensure you find the type of articles of most interest to you, in the shortest possible time.

Each chapter has their own dedicated Category for content specific to that city.  Our very popular Pod Program has its own Category also, reporting on the various events that individual Pods organise.

We have a special Category for Member Interviews, designed to introduce site visitors to members across each of the Chapters.  Our members have also very kindly offered to summarise some of the most important business books they have read, and highlight their key learning points.  We hope you find that Category of interest.

Finally, we are always interested in Guest Posts, so if you have anything you feel would be of interest to our members, we would love to hear from you.

E-mail me when people leave their comments –

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    Tip 1

    A great tip from Elise Moreau at Lifewire

    Instagram is all about providing value to your followers, especially if you want more engagement.

    In this case, your goal should be to post photos and videos that evoke some kind of

    emotion – happiness, humour, motivation, nostalgia, love or anything else.

    High-quality photos with a lot of colours tend to get the most action on Instagram.





    Martine Feiereisen / EyeEm/Getty Images




    How to Attract More Instagram Followers
    Forget about buying Instagram followers. Here's what works to attract people to your page and build a genuine following of loyal and engaged users.
  • Your Media World Has Changed - and It’s Not Going Back!

    I was doing a talk to around 35 people recently, the age profile and gender mix was from early 20s to late 50s, men and women.


    I asked them a question.


    “How many of you watched a programme apart from the news or sport live last night?”


    The answer, out of 35 people?




    So one person watched a programme while it was being broadcast.


    The rest. They were watching time-shifted episodes of series they were following when it suited them. They were on Netflix, choosing to watch one or more parts of an drama, or on Amazon Prime.


    So who was watching the ads? Take it that 35 people watched 2 and a half hours of TV. That's 105 hours. ITV has an average of 7 minutes per hour of advertising. So that is 735 minutes of advertising that no-one watched. At all.


    So the decline in TV advertising continues.


    Then I did a talk to 200 Lower Sixth students in MCB, talking about the film industry opportunities that now exist in Northern Ireland. The most popular programme on the BBC in 2019 has been Line of Duty. How many of them watched it (it was shot in Belfast)I asked. I would estimate around 15 hands went up. Out of 200. How many of them had Netflix? 80% would be a sound guess of the number. Amazon Prime, 60% They were just about all on Snapchat and Instagram.


    I spoke to Jack and Lily at home, who are 18. “No-one watches the BBC,” they told me. What? Why? They explained that our viewing habits (we watch one programme a night together when the revision permits) are unusual. There is no chat about the programmes on “old” TV, because unless it is Love Island, or I’m a Celeb, they are not watching them.


    So how is ITV going to be funded if advertisers disappear to find the audience that is streaming and time shifting? And how is the BBC going to justify demanding a licence fee from people who do not watch or listen to their programmes?


    So in marketing terms what is this telling us?

    People like programmes that are not interrupted by advertising. They will record and remove ads from commercial channels. The exception, sport, which is still mainly watched live.


    People do not want to be interrupted by advertising full stop. If they can avoid it, they will.


    Meanwhile, the press is the old person’s news. Yes, millions of people view the newspapers websites or a few stories on them, but they don’t spend half an hour with one title like they did when they owned the paper. The ads? Think now, can you remember one?

    The social media channels and search marketing are sweeping up the ad dosh. But how effective are they in delivering results? Well, done well, incredible, when done well. And as iffy as any other channels when done badly. Placing ads in peoples’ social streams is interrupting them as much as putting an ad break on TV. But a lot of advertisers and agencies are doing just that. Treating the new media as if it were the old when the opportunity is much greater. Shoving ads in front of people no matter who they are, rather than placing good content that is relevant to them.


    Radio still delivers an audience. But it is under threat as well, from streaming services now available in cars, to Amazon Echo that plays playlists of the music of your choice, without any ads, or DJs.


    So what to do?


    The new media world is here, it is not going away, it is only going to get more diverse. 

  • Get in touch with us if you would like to find out more about our Pods. 

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  • Still trying to figure this out myself!
  • Hi, this may be a silly question... but how do I actually post a Blog article? Do I send it to Admin first for approval, for instance?
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