ED Sol So Me Webinar 09 10 09 Final

1
Social Media’s RoleinEconomic Development II-Deeper Dives into LinkedIn, Twitter and YouTube
By
Mark J James, CEcD Ben Wright
ED Solutions, Inc. Atlas Advertising
mark.james@solutionsED.comBenw@atlas-Advertising.com

2
2009 © ED Solutions, Inc.
2
Professional Learning Lab Affiliates

3
1. Viewer Window
2. Control Panel
3

4
ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology.
We provide-
Web site review and analysis
Web redesign strategies and advisory services
Contact management solutions
A variety of other technology solutions for the profession
Training services to the economic development profession.
Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com.
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.
4
4
About ED Solutions, Inc.

5
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.
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.
Featured clients:
State of Ohio
Indy Partnership
City of San Francisco
Greater Phoenix Economic Council
Greater Omaha Economic Development Partnership
5
About Atlas Advertising

6
6
Outline
Why These Tools Matter in Economic Development
How to Develop a Social Media Strategy-
Goals
Tactics
Metrics
LinkedIn
Twitter
YouTube
Discussion/Wrap up
Specific ‘How To’s
Business Recruitment
Business Retention/Expansion
Others, e.g., Tourism, Member Services
5 must do things

7
At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It'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).
Source: Wikipedia
7
Social Media Definition

8
8
Why is this all happening?
Our email inboxes are overcrowded.
We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda.
Media no longer controls the means of production for distributing information.
We are all voyeurs at heart.
We miss our high school friends?

10
10
Growth of Social Media (Pew Internet & American Life)

11
Facts about Social Media
Years to Reach 50 millions Users:
Radio (38 Years)
TV (13 Years)
Internet (4 Years)
Facebook added 100 million users in less than 9 months
78% of consumers trust peer recommendations; Only 14% trust advertisements
Every single Fortune 500 company is currently represented on LinkedIn
By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
There are over 200,000,000 blogs today
11
Source: Socialnomics, Atlas Research

12
12
Social Media Strategy
Consider-
Objectives
Best Audience for Your Goals
What Calls to Action Will You Use?
How Will You Measure Success?
Visits
Followers
Return on conversation?
(Last) Best Tools for You

13
13
Mission: Greater Spokane Inc.
Increase membership and profile in the community
Position GSI as an expert in matters relating to business, economic development, and public policy
Reach out to business owners and site selectors to position the Spokane region as an ideal location for business.
Does not replace face-to-face interaction
Cost-effective
Convenient
Creates Visibility

14
SEO & SoMe
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.

15
15
About LinkedIn
“A professional network of trusted contacts.”
42 Million plus users worldwide, in 170 industries and 200 countries
Execs in of the Fortune 500
60% of incomes over $93,000
Segments:
Executives: 28%
Networkers/Consultants: 30%
Late Adopters: 22%
Exploring options: 20%
People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users.

16
LinkedIn most closely mirrors what you do in the real world.
You have a rolodex – so does LinkedIn.
You email people – and can do so on LinkedIn.
You attend meetings – and can do so via LinkedIn.
You create committees and Groups, and can do so on LinkedIn.
You conduct prospecting efforts – and can do so on LinkedIn.
In short, LinkedIn is an essential tool for economic developers.
16
Where does LinkedIn “Fit In”?

17
Key Features of LinkedIn
Your profile
Your Contacts
Your Connections
Status updates
Groups
InMail Feature
Applications
Advertising
Mobile Access
17

18
Using LinkedIn

19
Building profiles
Education and expertise
Clients you have worked with
Full contact information
Link/address to Twitter page
Link to GPEC website
Slideshare “Slidespace”
Membership groups (groups joined)
Upcoming and past events
Upcoming sales trips (as events)

20
Building your contact list and your connections
Inventory contacts associated with past deals
Inventory industry specific contacts
As a team, set territories
Import lists into Outlook
Import contacts from Outlook into Linked In
Use your Outlook dashboard religiously
Write a personalized invitation – keep it simple.
Send invitations to those you know well en masse
Work your 1st degree connections to gain introductions to others on your list

22
Working your network
Status updates
Joining Groups
Creating New Groups
Slide share of new content
Posting news in Groups
Hosting and joining events

25
Assignment for LinkedIn
Set a goal for network size and coverage
Inventory and categorize your contacts
Import into outlook, then LinkedIn
Set a goal for growing your network
Send out one mass invitation
Work key connections to grow your network
Join this group: Next Gen Economic Development Marketers

26
Nielsen’s Report- June 2009
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
Fastest growing site in the Member Communities category at 1,382% with Zimbio and Facebook growing at 240 percent and 228 percent”
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.
The majority of people visit Twitter.com while at work, with 62 percent of the audience accessing the site from work
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
26
About Twitter

27
Why?
You can connect with your existing businesses, entrepreneurs, creative class YP’s.
Follow your competitors and find out what others are saying about your community.
Bloggers can use it as a mini-blogging tool to promote full posts.
Through TwitPic post shots of buildings, sites, etc.
Link share to share articles from/to all the above.

28
Where Does Twitter “Fit In”
Link sharing, not trite sharing
Offer twitter feeds to chamber members
Search twitter to see if existing companies in your community are tweeting
Start conversations on Twitter- e.g., does anyone know which skills their employees need and aren’t found in X.
Celebrate newsworthy events

29
Advanced Twitter Search
http://search.twitter.com/advanced

30
A Word About Followers
Its not how many, its who
Look for people to follow who have more followers than they are following
Beware of ‘someone’ with very little followers and lots of people they are following. This = spam
Check this out-
http://twittercounter.com

31
31
Create a Custom Background

32
32
http://twitterbackgroundsgallery.com/

33
How… http://www.ehow.com/how_4613303_twitter-background.html
Step 1
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.
Step 2
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.
Step 3
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.
Step 4
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.

34
How…
Step 5
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.
Step 6
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.
Step 7
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.

35
Top 21 Twitter Apps.
Twitpic 1,236,828
Tweetdeck 285,864
Digsby 233,472
Twittercounter 212,200
Twitterfeed 149,812
Twitterholic 147,164
Twhirl 143,333
Twitturly 88,793
Twtpoll 74,154 10
Retweetist 60,051
Tweepler 51,304
Hellotxt 45,754
Twitdom 45,411
Tweetscan 44,463
Tweetburner 41,754
Tweetvisor 31,621
Twittervision 30,708
Twitterfall 29,592
Monitter 25,433
Twibs 17,168
Twistori 16,229
Twitbin 14,986
http://www.techcrunch.com/2009/02/19/the-top-20-twitter-applications/

36
www.tinytwitter.com

37
Why is 120 the New 140?
Retweets!
RT@ecodev....

38
Assignment for Twitter
Read Twitter Power
Create a custom background
Search twitter to see what’s being said about your community/region/state
Create a group in Twitter for one of your web audiences.
Begin to use a tool like Tweetdeck (or Twhirl)
Consider embedding your twitter feed (full of links please) onto your web site as a micro-blog.

39
39
About YouTube
“The world’s most popular online video community.”
Over 200,000 different video publishers
Users watch hundreds of millions of videos a day
Every minute, ten hours of video is uploaded to YouTube.
Average age of uploader: 27
51% of
Most viewed video in history “Evolution of Dance,” nearly 126 million views.

40
Facts about Video and Economic Development
Video is proven to increase audience engagement.
Nearly all of us have video of some kind, and a third of us already have video on our websites.
Video has gotten easier to produce.
Some professional productions use a digital camera that costs less than $1,000
Mac computers come standard with Final Cut Pro, more than what you need to edit in house
Users will grow to expect video: In the past month, 25 percent of Americans watched a short video…on their phone.

42
Video is one key content type your prospects want.
YouTube is a way to store, link to, and distribute your video assets.
YouTube represents a new source of traffic to you and your web site.
42
Where does YouTube “Fit In”?

43
Key Features of YouTube
Embedding videos in your website
Videos
Channels
Shows
Search
Subscriptions
Promoted videos
Ratings
Views
43

44
Using YouTube

45
Develop a video strategy
Inventory the assets you have
Categorize them by audience
Identify your communications needs, and plot how video could help you tell your story:
Virtual familiarization tours
Industry specific presentations
Expansion or relocation announcements
Policy announcements
Company or stakeholder profiles
Annual accomplishments
Identify a low cost production partner or invest $2,500 to $5,000 in the tools

46
Upload all of your videos to YouTube, and embed
Produce or record videos
Check format, file size, and length
Upload into YouTube
Autoshare with various social media networks
Embed them in your website
Send to partners to embed in their websites

49
Establish a YouTube channel for your community
A place for all of your community’s videos
Can include multiple organizations in your community, such as economic development, tourism, workforce, and more
Develop a profile
Invite others to subscribe
Subscribe to other channels
Solicit comments

51
Key Features of LinkedIn
51

52
Assignment for YouTube
Read the YouTube Handbook
Inventory the assets you have
Identify your communications needs, and plot how video could help you tell your story
Identify a low cost production partner or invest $2,500 to $5,000 in the tools

Let’s Chat!

54
mark.james@solutionsED.com
www.SolutionsED.com
http://www.linkedin.com/in/edsolutions
http://twitter.com/EcoDev
&
benw@Atlas-Advertising.com
www.atlas-advertising.com
http://www.linkedIn.com/groups?gid=1846646
http://twitter.com/Wright0405
Thanks for your attention!
54

ED Sol So Me Webinar 09 10 09 Final

by Mark James on Sep 11, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 13

Statistics

ED Sol So Me Webinar 09 10 09 Final — Presentation Transcript

http://springfieldedge.wordpress.com	12
http://www.slideshare.net	1