ED Sol So Me Webinar 09 10 09 Final


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This economic development webinar sesssion included a deeper dive into LinkedIn, Twitter, YouTube. It showed how to use these tools with specific recommendations for th eeconomic development office.

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ED Sol So Me Webinar 09 10 09 Final

  1. 1. 1<br />Social Media’s RoleinEconomic Development II-Deeper Dives into LinkedIn, Twitter and YouTube<br /> By<br />Mark J James, CEcD Ben Wright<br />ED Solutions, Inc. Atlas Advertising<br />mark.james@solutionsED.comBenw@atlas-Advertising.com<br />
  2. 2. 2<br /> 2009 © ED Solutions, Inc.<br />2<br />Professional Learning Lab Affiliates<br />
  3. 3. 3<br /> 2009 © ED Solutions, Inc.<br />1. Viewer Window<br />2. Control Panel<br />3<br />
  4. 4. 4<br /> 2009 © ED Solutions, Inc.<br />ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. <br />We provide-<br /><ul><li>Web site review and analysis
  5. 5. Web redesign strategies and advisory services
  6. 6. Contact management solutions
  7. 7. A variety of other technology solutions for the profession
  8. 8. Training services to the economic development profession.
  9. 9. Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com. </li></ul>ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. <br />4<br /> 2009 © ED Solutions, Inc.<br />4<br />About ED Solutions, Inc.<br />
  10. 10. 5<br /> 2009 © ED Solutions, Inc.<br />Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. <br />Atlas Advertising is led by a former economic development practitioner and has worked with 48+ different economic development clients in 26 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. <br />Featured clients:<br />State of Ohio<br />Indy Partnership<br />City of San Francisco<br />Greater Phoenix Economic Council <br />Greater Omaha Economic Development Partnership<br />5<br /> 2009 © ED Solutions, Inc.<br />About Atlas Advertising<br />
  11. 11. 6<br /> 2009 © ED Solutions, Inc.<br />6<br />Outline<br />Why These Tools Matter in Economic Development<br />How to Develop a Social Media Strategy-<br />Goals<br />Tactics<br />Metrics<br />LinkedIn<br />Twitter<br />YouTube <br />Discussion/Wrap up<br /><ul><li>Specific ‘How To’s
  12. 12. Business Recruitment
  13. 13. Business Retention/Expansion
  14. 14. Others, e.g., Tourism, Member Services
  15. 15. 5 must do things</li></li></ul><li>7<br /> 2009 © ED Solutions, Inc.<br /> At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It&apos;s a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).<br />Source: Wikipedia<br />7<br />Social Media Definition<br />
  16. 16. 8<br /> 2009 © ED Solutions, Inc.<br />8<br />Why is this all happening?<br />Our email inboxes are overcrowded.<br />We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda. <br />Media no longer controls the means of production for distributing information. <br />We are all voyeurs at heart.<br />We miss our high school friends?<br />
  17. 17. 9<br />
  18. 18. 10<br /> 2009 © ED Solutions, Inc.<br />10<br />Growth of Social Media (Pew Internet & American Life)<br />
  19. 19. 11<br /> 2009 © ED Solutions, Inc.<br />Facts about Social Media<br /><ul><li>Years to Reach 50 millions Users: 
  20. 20. Radio (38 Years)
  21. 21. TV (13 Years)
  22. 22. Internet (4 Years)
  23. 23. Facebook added 100 million users in less than 9 months
  24. 24. 78% of consumers trust peer recommendations; Only 14% trust advertisements
  25. 25. Every single Fortune 500 company is currently represented on LinkedIn
  26. 26. By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
  27. 27. Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
  28. 28. There are over 200,000,000 blogs today</li></ul>11<br />Source: Socialnomics, Atlas Research<br />
  29. 29. 12<br /> 2009 © ED Solutions, Inc.<br />12<br />Social Media Strategy<br />Consider-<br />Objectives<br />Best Audience for Your Goals<br />What Calls to Action Will You Use?<br />How Will You Measure Success?<br />Visits<br />Followers<br />Return on conversation?<br />(Last) Best Tools for You<br />
  30. 30. 13<br /> 2009 © ED Solutions, Inc.<br />13<br />Mission: Greater Spokane Inc.<br />Increase membership and profile in the community<br />Position GSI as an expert in matters relating to business, economic development, and public policy<br />Reach out to business owners and site selectors to position the Spokane region as an ideal location for business.<br />Does not replace face-to-face interaction<br />Cost-effective<br />Convenient<br />Creates Visibility<br />
  31. 31. 14<br />SEO & SoMe<br />Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. <br />
  32. 32. 15<br /> 2009 © ED Solutions, Inc.<br />15<br />About LinkedIn<br />“A professional network of trusted contacts.” <br />42 Million plus users worldwide, in 170 industries and 200 countries<br />Execs in of the Fortune 500<br />60% of incomes over $93,000<br />Segments:<br />Executives: 28%<br />Networkers/Consultants: 30%<br />Late Adopters: 22%<br />Exploring options: 20%<br />People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. <br />
  33. 33. 16<br /> 2009 © ED Solutions, Inc.<br />LinkedIn most closely mirrors what you do in the real world. <br />You have a rolodex – so does LinkedIn. <br />You email people – and can do so on LinkedIn. <br />You attend meetings – and can do so via LinkedIn. <br />You create committees and Groups, and can do so on LinkedIn. <br />You conduct prospecting efforts – and can do so on LinkedIn. <br />In short, LinkedIn is an essential tool for economic developers. <br />16<br />Where does LinkedIn “Fit In”?<br />
  34. 34. 17<br /> 2009 © ED Solutions, Inc.<br />Key Features of LinkedIn<br /><ul><li>Your profile
  35. 35. Your Contacts
  36. 36. Your Connections
  37. 37. Status updates
  38. 38. Groups
  39. 39. InMail Feature
  40. 40. Applications
  41. 41. Advertising
  42. 42. Mobile Access</li></ul>17<br />
  43. 43. 18<br />Using LinkedIn<br />
  44. 44. 19<br />Building profiles<br />Education and expertise<br />Clients you have worked with<br />Full contact information <br />Link/address to Twitter page<br />Link to GPEC website<br />Slideshare “Slidespace” <br />Membership groups (groups joined)<br />Upcoming and past events<br />Upcoming sales trips (as events)<br />
  45. 45. 20<br />Building your contact list and your connections<br />Inventory contacts associated with past deals<br />Inventory industry specific contacts<br />As a team, set territories<br />Import lists into Outlook<br />Import contacts from Outlook into Linked In<br />Use your Outlook dashboard religiously<br />Write a personalized invitation – keep it simple. <br />Send invitations to those you know well en masse<br />Work your 1st degree connections to gain introductions to others on your list<br />
  46. 46. 21<br />
  47. 47. 22<br />Working your network<br />Status updates<br />Joining Groups<br />Creating New Groups<br />Slide share of new content<br />Posting news in Groups<br />Hosting and joining events<br />
  48. 48. 23<br />
  49. 49. 24<br />
  50. 50. 25<br />Assignment for LinkedIn<br />Set a goal for network size and coverage<br />Inventory and categorize your contacts<br />Import into outlook, then LinkedIn<br />Set a goal for growing your network<br />Send out one mass invitation<br />Work key connections to grow your network<br />Join this group: Next Gen Economic Development Marketers <br />
  51. 51. 26<br />Nielsen’s Report- June 2009<br />Twitter is no longer just a platform for friends to stay connected in real time, it has evolved into an important component of brand marketing in both the consumer and corporate worlds  <br />Fastest growing site in the Member Communities category at 1,382%  with Zimbio and Facebook  growing at 240 percent and 228 percent” <br />Twitterers are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. <br />The majority of people visit Twitter.com while at work, with 62 percent of the audience accessing the site from work <br />Text messaging offers a third platform for consumers and businesses alike to take part in the twitter craze. In the last quarter of 2008, 812,000 unique users sent or received Twitter text messages from AT&T or Verizon cell phones <br /> 2009 © ED Solutions, Inc.<br />26<br />About Twitter<br />
  52. 52. 27<br />Why?<br />You can connect with your existing businesses, entrepreneurs, creative class YP’s.<br />Follow your competitors and find out what others are saying about your community.<br />Bloggers can use it as a mini-blogging tool to promote full posts.<br />Through TwitPic post shots of buildings, sites, etc.<br />Link share to share articles from/to all the above.<br />
  53. 53. 28<br />Where Does Twitter “Fit In”<br />Link sharing, not trite sharing<br />Offer twitter feeds to chamber members<br />Search twitter to see if existing companies in your community are tweeting<br />Start conversations on Twitter- e.g., does anyone know which skills their employees need and aren’t found in X.<br />Celebrate newsworthy events<br />
  54. 54. 29<br />Advanced Twitter Search<br />http://search.twitter.com/advanced<br />
  55. 55. 30<br />A Word About Followers<br />Its not how many, its who<br />Look for people to follow who have more followers than they are following<br />Beware of ‘someone’ with very little followers and lots of people they are following. This = spam<br />Check this out-<br />http://twittercounter.com<br />
  56. 56. 31<br /> 2009 © ED Solutions, Inc.<br />31<br />Create a Custom Background<br />
  57. 57. 32<br /> 2009 © ED Solutions, Inc.<br />32<br />http://twitterbackgroundsgallery.com/<br />
  58. 58. 33<br />How… http://www.ehow.com/how_4613303_twitter-background.html<br />Step 1<br />Create a Twitter account. If you haven’t gotten around to signing up for Twitter yet, what are you waiting for? Go to twitter.com and sign up for an account. If you need a little more help, read How to Set Up a New Twitter Account in the resources below.<br />Step 2<br />Decide what type of image you want to portray. Part of the difficulty in setting the correct background is deciding what you want your Twitter page design to say about you. Many folks take any image or graphic and upload it to their Twitter account without much thought. Take some time to come up with something that speaks of your style, taste and personality.<br />Step 3<br />Consider the screen real estate. The important information to be viewed on Twitter occurs in the center of the page. No matter how many images or sayings you have on your background, the center of the screen belongs to Twitter. Therefore you have to create a background that gives Twitter center stage.<br />Step 4<br />Go large. Larger images and/or graphics reduce the necessity for tiling an image. It gives the appearance of one large background specifically made for Twitter. Try starting with an image as large as 1600 x 1200.<br />
  59. 59. 34<br />How…<br />Step 5<br />Remember that all screen resolutions are not the same. The smaller the screen resolution, the lower the likelihood of your image will have to repeat. In other words, if you elect to use an image that has a flower located to the extreme left of the screen, on a lower resolution screen (800 x 600 for instance), the flower displays once. A screen with a resolution of say 2048 x 1536, the flower will display tiled on the screen several times.<br />Step 6<br />Think about using a border. When creating an image, remember that a small portion of the top of the screen is dedicated to the Twitter logo and user navigation. It’s a little easier on the eyes if the design included a boarder over which the Twitter logo and navigation could sit without having to fight against a busy background.<br />Step 7<br />Upload your image to Twitter. Once you’ve played around with the image, upload it to Twitter to see how it looks. Log onto your account. Click “Design” found under the “Settings” tab. Once on the design screen click “change background image.” Once you upload your image, check it out to see if you like it. If you don’t you can change it or use one of the Twitter default images until you come up with something you like.<br />
  60. 60. 35<br />Top 21 Twitter Apps.<br />Twitpic 1,236,828<br />Tweetdeck 285,864<br />Digsby 233,472 <br />Twittercounter 212,200<br />Twitterfeed 149,812 <br />Twitterholic 147,164 <br />Twhirl 143,333 <br />Twitturly 88,793<br />Twtpoll 74,154 10<br />Retweetist 60,051<br />Tweepler 51,304<br />Hellotxt 45,754 <br />Twitdom 45,411 <br />Tweetscan 44,463<br />Tweetburner 41,754<br />Tweetvisor 31,621<br />Twittervision 30,708<br />Twitterfall 29,592 <br />Monitter 25,433 <br />Twibs 17,168 <br />Twistori 16,229 <br />Twitbin 14,986 <br />http://www.techcrunch.com/2009/02/19/the-top-20-twitter-applications/<br />
  61. 61. 36<br /> www.tinytwitter.com<br />
  62. 62. 37<br />Why is 120 the New 140?<br />Retweets!<br />RT@ecodev....<br />
  63. 63. 38<br />Assignment for Twitter<br />Read Twitter Power<br />Create a custom background<br />Search twitter to see what’s being said about your community/region/state<br />Create a group in Twitter for one of your web audiences.<br />Begin to use a tool like Tweetdeck (or Twhirl)<br />Consider embedding your twitter feed (full of links please) onto your web site as a micro-blog.<br />
  64. 64. 39<br /> 2009 © ED Solutions, Inc.<br />39<br />About YouTube<br />“The world’s most popular online video community.” <br />Over 200,000 different video publishers<br />Users watch hundreds of millions of videos a day<br />Every minute, ten hours of video is uploaded to YouTube. <br />Average age of uploader: 27<br />51% of <br />Most viewed video in history “Evolution of Dance,” nearly 126 million views. <br />
  65. 65. 40<br />Facts about Video and Economic Development<br />Video is proven to increase audience engagement. <br />Nearly all of us have video of some kind, and a third of us already have video on our websites. <br />Video has gotten easier to produce. <br /><ul><li>Some professional productions use a digital camera that costs less than $1,000
  66. 66. Mac computers come standard with Final Cut Pro, more than what you need to edit in house</li></ul>Users will grow to expect video: In the past month, 25 percent of Americans watched a short video…on their phone. <br />
  67. 67. 41<br />
  68. 68. 42<br /> 2009 © ED Solutions, Inc.<br />Video is one key content type your prospects want. <br />YouTube is a way to store, link to, and distribute your video assets. <br />YouTube represents a new source of traffic to you and your web site.<br />42<br />Where does YouTube “Fit In”?<br />
  69. 69. 43<br /> 2009 © ED Solutions, Inc.<br />Key Features of YouTube<br /><ul><li>Embedding videos in your website
  70. 70. Videos
  71. 71. Channels
  72. 72. Shows
  73. 73. Search
  74. 74. Subscriptions
  75. 75. Promoted videos
  76. 76. Ratings
  77. 77. Views</li></ul>43<br />
  78. 78. 44<br />Using YouTube<br />
  79. 79. 45<br />Develop a video strategy<br />Inventory the assets you have <br />Categorize them by audience<br />Identify your communications needs, and plot how video could help you tell your story:<br /><ul><li>Virtual familiarization tours
  80. 80. Industry specific presentations
  81. 81. Expansion or relocation announcements
  82. 82. Policy announcements
  83. 83. Company or stakeholder profiles
  84. 84. Annual accomplishments</li></ul>Identify a low cost production partner or invest $2,500 to $5,000 in the tools<br />
  85. 85. 46<br />Upload all of your videos to YouTube, and embed <br />Produce or record videos<br />Check format, file size, and length<br />Upload into YouTube<br />Autoshare with various social media networks <br />Embed them in your website<br />Send to partners to embed in their websites<br />
  86. 86. 47<br />
  87. 87. 48<br />
  88. 88. 49<br />Establish a YouTube channel for your community<br />A place for all of your community’s videos<br />Can include multiple organizations in your community, such as economic development, tourism, workforce, and more<br />Develop a profile<br />Invite others to subscribe<br />Subscribe to other channels<br />Solicit comments <br />
  89. 89. 50<br />
  90. 90. 51<br /> 2009 © ED Solutions, Inc.<br />Key Features of LinkedIn<br />51<br />
  91. 91. 52<br />Assignment for YouTube<br />Read the YouTube Handbook<br />Inventory the assets you have <br />Identify your communications needs, and plot how video could help you tell your story<br />Identify a low cost production partner or invest $2,500 to $5,000 in the tools<br />
  92. 92. Let’s Chat!<br />
  93. 93. 54<br /> 2009 © ED Solutions, Inc.<br />mark.james@solutionsED.com<br />www.SolutionsED.com<br />http://www.linkedin.com/in/edsolutions<br />http://twitter.com/EcoDev<br />&<br />benw@Atlas-Advertising.com<br />www.atlas-advertising.com<br />http://www.linkedIn.com/groups?gid=1846646<br />http://twitter.com/Wright0405<br />Thanks for your attention!<br />54<br />