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The practical economic development professional needs to understand and make use of social media channels. This presentation was part of a webinar conducted by Mark James of ED Solutions, inc. The ...

The practical economic development professional needs to understand and make use of social media channels. This presentation was part of a webinar conducted by Mark James of ED Solutions, inc. The rebroadcast of the 90 minute webinar is available through Mark's site- www.solutionsED.com/edmarketplace

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ED Solutions social media-03-11-final2 ED Solutions social media-03-11-final2 Presentation Transcript

  • Social Media for the Practical Economic Development Professional
    Mark J James, CEcD
    ED Solutions, Inc.
    mark.james@solutionsED.com
    http://www.linkedin.com/in/edsolutions
    http://twitter.com/EcoDev
  • 2011 © ED Solutions, Inc.
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    Dean- dean@whittakerassociates.com
    Eric- ecanada@blanecanada.com
  • 3
    3
    Professional Learning Lab Affiliates
  • 1. Viewer Window
    2. Control Panel
    2011 © ED Solutions, Inc.
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  • 5
    About ED Solutions, Inc.
    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 200 web projects in 30 US states, Canada and the UK.
    2011 © ED Solutions, Inc.
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    18%
  • 8
    5 Ways Social Media has changed economic development
    Even less control about what’s being said about our place. The “democratization of information”
    Exponentially enhanced our marketing reach.
    Able to create communities within and between our communities
    We can now crowd source ideas/initiatives
    Social CRM and Social SEO
    Audiences
    2010 © ED Solutions, Inc.
  • Atlas Primary Research, October 2009
    Estate Inc., New Mexico
    Mike Barnes Group, Inc., Texas
    Colliers Location Agency & Incentives Practice, Indiana
    McCallum Sweeney Consulting, South Carolina
    Koll Development Company, Texas
    CB Richard Ellis, Washington
    Studley Inc., Pennsylvania
    Greenfield Development Company, North Carolina
    CB Richard Ellis, Arizona
    The RSH Group, California
    • Moran, Stahl & Boyer LLC, Florida
    • Sherwin-Williams Co., Georgia
    • Trione & Gordon/ONCOR Intl., Texas
    • Colliers International,  Toronto CANADA
    • Little & Associates Architects, North Carolina
    • Palm Inc – Sunnyvale, California
    • Visa – San Francisco, California
    • Foote Consulting Group – Glendale, Arizona
    Source: Atlas Advertising
  • What social networks or tools, if any, do you use?
    71 % use LinkedIn, and just over 50% use facebook.
    Source: Atlas Advertising
  • How frequently do you use each?
    72 % use some form of Social Media at least weekly.
    Source: Atlas Advertising
  • What is the applicability of Twitter to your profession?
    63.6% say Twitter has no/very little applicability to the site selection profession.
    Source: Atlas Advertising
  • What is the applicability of LinkedIn to your profession?
    52.6% say LinkedIn has good application to the site selection profession.
    Source: Atlas Advertising
  • What is the applicability of LinkedIn to your profession?
    “I have used it along with Hoovers to check who is LinkedIn and contact people for business meetings.”
    “I think it has good application. I have gotten proposals through this tool.”
    “Pretty low rated.”
    “It’s okay.”
    “I already have the contacts I need in my email – how is this different?”
    “Not much”
    “Good for seeking independent information.”
    “Good for finding contacts, and to keep in touch with peers.”
    “More of a business site”
    Useful networking tool
    Don’t know yet.
    Source: Atlas Advertising
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    What does all this say to the practical economic development professional?
    Just
    say
    no
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    What does all this say to the practical economic development professional?
  • 2011 © ED Solutions, Inc.
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    What does all this say to the practical economic development professional?
    Depending on organization,
    a reasonable inclusion
    of SOME
    social media applications
  • The Practical ED’r Starts with a Social Media Strategy
    18
    Consider-
    Objectives
    Identify your audience-key leaders, stakeholders, etc.
    What calls to action will you use?
    Identify some benchmarks
    Keyword/SEO analysis
    How Will You Measure Success?
    Visits
    Followers
    Return on conversation?
    (Last) Best Tools for You
  • Some Typical ED Goals
    Brand awareness
    Program/practitionercredibility
    Drive traffic to web
    Create community
    Connect resources
    Lead development
  • Case Studies- Strategy
    20
    2011 © ED Solutions, Inc.
    What’s missing from these?
  • 21
    Social Listening
    2010 © ED Solutions, Inc.
  • Social Listening
    …community
    …existing employers
    …State/Province
    …prospective employers/ targets
    22
    2011 © ED Solutions, Inc.
    About your
  • -Google Alerts
    -Hootsuite (or Tweetdeck)
    -LinkedIn
    23
    2011 © ED Solutions, Inc.
    Social Listening
    How?
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    What’s Your Strategy?
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    Social Media Integration
  • Websites have a crucial new role
    Old view:
    Destination
    New view:
    Content Engine
    Source: Mark W. Schaefer Slideshare- http://www.slideshare.net/Rialta/social-media-best-practices-for-economic-development
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    Indypartnership.com
    addthis.com
    or
    sharethis.com
  • Check this out…
    28
    2011 © ED Solutions, Inc.
    2-28-11
  • Check this out…
    29
    2011 © ED Solutions, Inc.
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    SEO & SMO
    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.
  • 31
    6
    Deeper Dive
    Facebook
    LinkedIn
    Flickr
    Slideshare
    YouTube
    Twitter
    2011 © ED Solutions, Inc.
  • Using Facebook – WHY?
    500 million active users
    50% of active users log on EVERYDAY
    >5 Billion Pieces of Content
    >1.5 Local Business Have Pages
    It’s International – 70% of FB users are OUTSIDE the US
    INFORM-INFLUENCE-ENGAGE
    32
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    Nearly one in four page views in US
  • Using Facebook – Start Smart
    34
    Who’s Your Target Audience?
    Prospects
    Existing Business
    Investors
    Find Your Voice
    Business
    Community
    Stakeholder
    Post Current Relevant Content
    Use Applications to Pull Your SM together
    Push traffic to your website
    Engage your community
    Create “Super Fans”
  • Best Practice- Hudson River Valley EDC
    35
    2011 © ED Solutions, Inc.
    Source: intelegia- slideshare
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    2011 © ED Solutions, Inc.
    Best Practice- Richmond Jobs Net
  • Beginning to see third party apps
    37
    2011 © ED Solutions, Inc.
  • Using FacebookAnalytics and Advertising
    Insights – Detailed real-time demographics
    Advertising – VERY targeted pay-per-click schedules
    Link other Fan Pages - Favorites
    38
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    http://www.insidefacebook.com/2010/04/23/facebook-overhauls-page-and-app-insights-adds-domain-analytics-features-and-an-api/
  • Facebook – The Good News
    Business and Community Use is Growing Exponentially
    You can separate your personal from your professional persona
    It matters in SEO
    40
  • 41
  • Using LinkedIn
    Favorite SoMe tool of choice by SSC’s/Businesses
    Increasing number of toolsets for b2b and b2c
    It matters in SEO
    42
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    Don’t forget Keywording…
  • Building profiles
    Education and expertise
    Clients you have worked with
    Full contact information
    Link/address to Twitter page
    Link to your website
    Slideshare “Slidespace”
    Membership groups (groups joined)
    Upcoming and past events
    Upcoming sales trips (as events)
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  • 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 LinkedIn
    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
    46
  • More LinkedIn Tips
    Build new GROUPS and connect with GROUPS
    Participate in DISCUSSIONS
    Build a Company Profile for your organization
    FOLLOW Companies – Existing and Prospects
    Ask for RECOMMENDATIONS and INTRODUCTIONS
    Remember – this in NOT your online Roladex. It’s your opportunity to inform, influence and ENGAGE your network. (and their friends)
    47
  • xobni
  • 49
    2010 © ED Solutions, Inc.
    www.waynealliance.org
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    “Maps, maps, my project for a map!”
    Mark M. SweeneySenior PrincipalMcCallum Sweeney Consulting
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  • Facebook/Flickr-Project 365
    52
    2011 © ED Solutions, Inc.
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    We moderate uploads
    As a community builder
    As a resource for free pictures – our Terms of Use allows us to use submitted photos in City promotional materials. In return, we give credit to photographer
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  • 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
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  • OK, so let’s admit this…
  • 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
  • Create a Custom Background
    62
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    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.
  • 64
    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.
  • 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/
    65
  • Consider a profile on…
  • www.tinytwitter.com
    67
  • 68
    Why is 120 the New 140?
    Retweets!
    RT@ecodev....
  • 2010 © ED Solutions, Inc.
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  • Source:
    YouTube
  • 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
    71
  • Upload all of your videos to YouTube, and embed
    Produce or record videos
    Check format, file size, and length. Offer multiple formats (e.g., mov, mpeg, mp4)
    Include meta data, keywords, etc. in video titles
    Use one video per URL
    Enable comments
    Autoshare with various social media networks
    Embed them in your website
    Send to partners to embed in their websites
    72
  • 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
    73
  • http://www.youtube.com/user/NCDeptofCommerce
    74
    74
  • Get your video indexed-http://www.quickonlinetips.com/archives/2010/03/videos-indexed-by-google/
    75
    2010 © ED Solutions, Inc.
    Put a video on your page : I mean a real video, hosted on your site, not on Youtube or DailyMotion. You need a .flv file (or .mpg, .avi, .mp4) and a video plugin that supports this kind of video formats. Jing is perfect to record onscreen action and make nice video tutorials.
    Create a thumbnail of your video : that’s the thumbnail that Google will display on its search results page, so making a good quality thumbnail out of your video is an important step. Personally, I’ve found that 160×120 gif or jpg works well for that purpose….and they actually don’t need to be extracted from your video. Any image pertinent to the content of your video will make the trick.
    Create a video sitemap : Video sitemaps are XML files similar to usual sitemaps but using a different syntax. See an example below.
    Submit your video sitemap to Google : Video sitemaps can be submitted in Google Webmaster Tools exactly as a standard sitemap. If you had not yet registered your site in Google Webmaster Tool, that’s the perfect occasion to do it now.
  • Using YouTube to drive traffic- http://www.blastmedia.com/blog/2010/02/7-ways-to-get-website-traffic-from-youtube/
    76
    2011 © ED Solutions, Inc.
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    A
    Wonderful
    Social Media
    Report Card!
  • Social Media Metrics
    Not mature yet- things like;
    Return on Conversation
    Followers
    Impressions
    There are a few things which you can and should do
    Monitor what’s being said about your community
    Measure the numbers
    Regularly go back to the strategy
  • Social Media Metrics
    Some interesting metric tools-
    Compete.com
    Google Alerts
    Xinureturns.com
    Bit.ly
    search.twitter.com
    Twittercounter.com
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  • twittercounter
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  • Wrap up
    88
    Social media extends the reach and influence of you and your organization.
    It allows you to reach and connect with people/companies in much deeper ways than has been possible with traditional ‘marketing’.
    By cutting through the confusion on focusing on the right tactics, you can save time.
    It can be done for low or no cost (other than the currency of time).
  • 89
  • Read These…
    http://www.socializedpr.com
    90
  • And These…
    91
    http://www.copyblogger.com/grow-business-twitter/
    http://123socialmedia.com/business-blog/
    http://www.scribd.com/doc/3283966/The-Essential-Guide-to-Social-Media#document_metadata
    http://www.scribd.com/doc/3483043/Social-Media-A-Simple-Visual-Story
  • 92
    mark.james@solutionsED.com
    Thanks for your attention!
    2010 © ED Solutions, Inc.