Population - Washtenaw County: 347,376 City of Ann Arbor: 114,024 Size - 28.2 square miles Average Age - 27.3 years (~25% between 18 and 24) Education - 69.2 percent have four years of college or more Ann Arbor-remains the only city in the world with that name Ann Arbor Region Facts
Mission Statement “SPARK” will be the driving force in establishing the Ann Arbor Region as a desired place for business expansion and location...by identifying and meeting the needs of business at every stage, from those that are established to those working to successfully commercialize innovations.
Open Source Economic Development Economic development should take a page from the playbook of the ever-evolving software industry. Its “open source” philosophy -- the source code that drives development should be open and available to all-- is a model that can propel a region’s success in growing, retaining, and attracting business.
Clear Steps to Success Review your internal processes, philosophies, polices (Stock the fridge / clean the house) Stop, Watch and Listen Find Key Influencers Testcommunications (tone, frequency and content)
TAKE NOTE! Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will remain the same…it’s about the SOCIAL not the MEDIA!
Social Media Integration “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem of what to say and how to say it.” - Edward R. Murrow
What can ROI do for you? Social Media is a RELATIONSHIP building tool to increase brand loyalty Unique OPPORTUNITIES are created by engaging through Social Media channels Social Media provides increased INVOLVEMENT for your internal teams, customers and media
Still not convinced? SPEED: Social Media allows for immediate creation and response to a marketing/communication need and quick alterations to campaigns that are not as well received VALUE: The actual investment in Social Media (a staff member?) is low compared to traditional media TRACKING: Social Media offers immediate tracking of not only eyeballs but demographics. When was the last time you could tell how many people passed your billboard or read your brochure as well as their age, interests and zip code?
New Channels = New Metrics Set monthly goals and track the following metrics # of friends, fans, followers # of referrals from social media channels $ raised Key mentions Leads generated There are many third party FREE & low cost monitoring and analytic tools
Nice Presentation but… …does this really work?
A2 Fiber Campaign Google Fiber For Communities Initiative A collaborative initiative among the City of Ann Arbor, U-M and Ann Arbor SPARK to compete for the Beta site selection for Google high-speed fiber Initiative had basic perimeters; RFI and community support Launched Website, Facebook, Twitter, YouTube video contest, billboards, various events including a “flash mob” and sign-ups Social Media footprint within a 7 month timeframe:
accelerate >> MICHIGANSM Accelerate Michigan Innovation Competition An international business plan competition which highlights Michigan as a robust and vibrant venue for innovation and business opportunity Fuels innovation-based business growth by uncovering the best and brightest new business concepts, exposing those opportunities to potential investment capital and fostering their growth within Michigan Targets mid-to-late-stage start-ups with potential to generate an immediate impact on Michigan’s economy, as well as student concepts with longer-term business viability More than $1 million in cash winnings, the Accelerate Michigan Innovation Competition is the world’s largest business competition www.accelerateMI.org
Washtenaw County ROI 2006 – 2009 135 project successes - $1.072 billion new investment commitments 9,172 new jobs commitments and 6,873 jobs retained Assisted 216 innovation start-ups 45 Pre-Seed Investments, $9.3 million, jobs 462 30 Microloan Investments, $1.2 million, jobs 42 78 tenants in 3 regional incubators Leveraged community investments to $32.5 million – through Foundation, Federal and State grants, and MIED equipment donations Assisted 1,001 companies (794 unique) with 2,781 job postings Assisting ~4,200 job seekers with employment searches