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Social Media for Economic Development

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Elizabeth Parkinson gi

Elizabeth Parkinson gi

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  • 1. MEDA – Social Media for Economic Development
    September 16, 2010
  • 2. Ann Arbor Region Facts
  • 3. 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
  • 4. 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.
  • 5. Guiding Principles
    • High-value, knowledge-intensive, diverse workers
    • 6. Innovation in products, services, and delivery
    • 7. Ann Arbor USA (brand entire region)
    • 8. Proactive versus reactive
    • 9. “Open Source Economic Development”
    • 10. Statewide Collaboration/Partnerships
  • 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.
  • 11. Open Source Partners
    • Accelerate Michigan
    • 12. Ann Arbor Angels
    • 13. Ann Arbor Area CVB
    • 14. Ann Arbor Board of Realtors
    • 15. Ann Arbor Business Review
    • 16. Ann Arbor/Ypsilanti Chamber
    • 17. Ann Arbor Community Foundation
    • 18. Ann Arbor.com
    • 19. Ann Arbor-Ypsilanti, LDFA
    • 20. Automation Alley
    • 21. Business Accelerator Network for Southeast Michigan
    • 22. Business Leaders for Michigan
    • 23. County and Local Units of Government
    • 24. Detroit Regional Economic Partnership
    • 25. Eastern Michigan University
    • 26. Enterprise Group of Jackson
    • 27. Genesee/Flint Regional Partnership
    • 28. Home Builders Association of Washtenaw County
    • 29. Macomb Oakland Incubator
    • 30. MichBio
    • 31. Michigan Department of Labor and Economic Growth
    • 32. = Regional/State Partners
    • 33. = Washtenaw County Partners
  • Open Source Partners
    • Michigan Economic Development Corporation
    • 34. Michigan Manufacturing Technology Center
    • 35. Michigan SmartZones
    • 36. Michigan Venture Capital Association
    • 37. Washtenaw County, Michigan Works!/ETCS
    • 38. New Economy Initiative for SE Michigan
    • 39. NextEnergy
    • 40. Small Business & Technology Development Centers
    • 41. Southwest Michigan First
    • 42. TechTown
    • 43. Traverse City Chamber of Commerce
    • 44. University of Michigan
    • 45. University Research Corridor
    • 46. Washtenaw Community College
    • 47. West Michigan Science & Technology Initiative
    • 48. Washtenaw County United Way
    • 49. Wayne County EDGE
    • 50. Wayne State University
    • 51. Ypsilanti CVB
    • 52. = Regional/State Partners
    • 53. = Washtenaw County Partners
  • Social Media
    Why anyone that needs to communicate should care…
    http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • 54. This Presentation
    • What we’ll discuss:
    • 55. Social Media Strategy and tools
    • 56. How to Measure Social Media
    • 57. Social Media Integration Examples
    • 58. What we won’t discuss:
    • 59. The debate over whether to use social media
    • 60. How to set up social media tools
    • 61. Things that I don’t know
  • Run|Crawl|Walk|Run|Hide
  • 62. 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)
  • 63. 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!
  • 64. 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
  • 65. Benefits of PR-Led Approach
  • 66. Creating your own ROI
  • 67. 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
  • 68. 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?
  • 69. 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
  • 70. Measure Actions and Attitudes
    Program/event enrollments
    Newsletter sign-ups
    Whitepaper downloads (e.g., SlideShare)
    Benchmarking
    Relationship survey
    (e.g., Zoomerang, Survey Monkey)
  • 71. Need More?
    Comment ratio
    Percent of following engaged
    E-mail interaction
    Click-through on posts
  • 72. How to Measure
    Analytics
    Pre- and post-campaign surveys
    Competitive benchmarking
    Search engine placement
    Stakeholder action
  • 73. The right tool(s) for the job
  • 74. Easy Peasey: Google Alerts
  • 75. Google Alert: Ann Arbor SPARK
  • 76. Easy Peasey: Google Blogsearch
  • 77. Easy Peasey: Social Mention
  • 78. Social Mention Search
  • 79. Nice Presentation but…
    …does this really work?
  • 80. 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:
    • 19,381 fans on Facebook
    • 81. 1,207 followers on Twitter
    • 82. #4 ranked city on Fiberforall.org
    www.A2Fiber.org
  • 83. A2Fiber.com
  • 84. Google Fiber for Communities Rankings
  • 85. 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
  • 86. Accelerate Michigan Innovation Competition
  • 87. Yeah…but does it really work?
    Ann Arbor SPARK metrics:
    • # of friends, fans, followers
    • 88. 382 fans on Facebook
    • 89. 1,650 followers on Twitter (Ann Arbor USA, jobs and events)
    • 90. 89 followers on new company LinkedIn profile (+17 staffers)
    • 91. # of referrals from social media channels (referring sites = 25% of total website traffic)
    • 92. Facebook #10 from #36
    • 93. LinkedIn #5 from #24
    • 94. Blog #9 from #16
    • 95. Twitter #16 from #33
    • 96. ShareThis #13
  • Yeah…but does it really work?
    Ann Arbor SPARK metrics:
    • Key mentions
    • 97. Leads generated – 30% increase (Business Accelerator, Attraction, Pre-Seed and Microloan Fund, Boot Camp)
    • 98. 2010 YTD – 467
    • 99. 2009 YTD – 361
    • 100. Website traffic – 12% increase in page views
    • 101. 2010 YTD – 100,031 unique visitors (454,907 page views)
    • 102. 2009 YTD – 116,861 unique visitors (404,013 page views)
    • 103. Google page ranking of a “6” (prchecker.info)
  • AnnArborUSA.org
  • 104. AnnArborUSA blog
  • 105. SPARK Facebook
  • 106. @AnnArborUSA Twitter
  • 107. SPARK LinkedIn
  • 108. 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
  • 109. Questions: Elizabeth@AnnArborUSA.orgTwitter: AnnArborUSAwww.AnnArborUSA.org