R EGIONAL  E CONOMIC  A DVANCEMENT  C OALITION Early Successes 2 nd  Mayors of the Californias Summit Presentation Present...
<ul><li>Develop a lasting solution to help change the public  perception   </li></ul>The Summit’s Challenge & Assignment
<ul><li>Public Perception  =  Visiting BC is  Unsafe </li></ul><ul><li>TOURISM   BUSINESS </li></ul><ul><li>Less US visito...
The Origin <ul><li>Manufactured Reality </li></ul><ul><li>Selective reporting (bad news sells) </li></ul><ul><li>Informati...
A Call to Action <ul><li>“ ...the news is far too powerful a force to be ignored. Unless we use our creativity and commitm...
 
 
 
The Hurdles <ul><li>A coordinated compilation of existing information resources </li></ul><ul><li>A capacity for generatin...
What a 23-year old taught the world  about engagement & mobilization 350,000,000   reasons to embrace the new media paradi...
 
New Paradigm: Social Media <ul><li>Demographically-relevant audience </li></ul><ul><li>Clearly defined and segmented profi...
R EGIONAL  E CONOMIC  A DVANCEMENT  C OALITION The Coalition’s Progress
<ul><ul><li>Baja California State and Municipal Governments </li></ul></ul><ul><ul><li>Ministry of Tourism </li></ul></ul>...
<ul><li>Vision:  REAC will be the pivotal force in positioning Baja California as an attractive destination for tourism an...
<ul><li>Unleashing the power of 100,000 voices </li></ul>Inspired influence = MOBILIZATION Meaningful engagement  = EMPOWE...
<ul><li>Because they are there: </li></ul><ul><ul><li>Over 15 million annual visitors </li></ul></ul><ul><ul><li>53% forei...
<ul><li>Because they care :   </li></ul><ul><li>97% would recommend Baja California to a friend  </li></ul><ul><li>Impacte...
<ul><li>Because they are trusted:   </li></ul><ul><li>People trust their personal connections more than any other source o...
Source: Nielsen Global Online Consumer Survey, April 2009 Unleashing the power of 100,000 voices
The Go2 Community for “Everything” BAJA The Go-2 Place for Everything Baja
<ul><li>BAJAWise </li></ul>BAJAConnect The Go-2 Place for Everything Baja
<ul><li>BAJAWise </li></ul><ul><li>Customized by Sector </li></ul><ul><ul><li>Tourism </li></ul></ul><ul><ul><li>Business/...
 
 
 
 
 
 
BAJAConnect <ul><li>The Community Building Place for “BAJAmigos” </li></ul><ul><li>Leveraging Social Media to connect, eng...
 
 
 
 
 
 
 
 
R EGIONAL  E CONOMIC  A DVANCEMENT  C OALITION Thank You. For further information please contact us through the website: w...
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Mayors Conf Presnet Why Social Media Why Now

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Transcript of "Mayors Conf Presnet Why Social Media Why Now"

  1. 1. R EGIONAL E CONOMIC A DVANCEMENT C OALITION Early Successes 2 nd Mayors of the Californias Summit Presentation Presenter: Stephan J. Erkelens December 4 th , 2009
  2. 2. <ul><li>Develop a lasting solution to help change the public perception </li></ul>The Summit’s Challenge & Assignment
  3. 3. <ul><li>Public Perception = Visiting BC is Unsafe </li></ul><ul><li>TOURISM BUSINESS </li></ul><ul><li>Less US visitors US Biz Travel Restricted </li></ul><ul><li>Less $ revenues US Investment Restricted </li></ul><ul><li>BC Struggles </li></ul><ul><li>Recession + Unemployment </li></ul><ul><li>Less BC visitors to CA BC Investment Restricted </li></ul><ul><li>Less $ Revenues </li></ul><ul><li>CA Struggles </li></ul>The Problem
  4. 4. The Origin <ul><li>Manufactured Reality </li></ul><ul><li>Selective reporting (bad news sells) </li></ul><ul><li>Information without context and partial </li></ul><ul><li>Constrained dissemination of positive news </li></ul>Real Vulnerabilities Global recession = hypersensitive audience Drug-related violence = pervasive nuisance
  5. 5. A Call to Action <ul><li>“ ...the news is far too powerful a force to be ignored. Unless we use our creativity and commitment to participate in the public debate, our perspectives will be left out. Our diverse voices will not be heard, and our faces not seen. Our issues will be shaped by others, and our goals will remain a private dream harbored by a select few rather than a coherent vision that can be understood and shared by others.” </li></ul><ul><li>Lawrence Wallack, News for a Change , 1999. </li></ul>
  6. 9. The Hurdles <ul><li>A coordinated compilation of existing information resources </li></ul><ul><li>A capacity for generating robust streams of authentic news and media </li></ul><ul><li>A receptive and responsive audience </li></ul><ul><li>A means to circumvent the existing news intermediation </li></ul><ul><li>A need for a cost-effective aggregation and dissemination platform </li></ul>
  7. 10. What a 23-year old taught the world about engagement & mobilization 350,000,000 reasons to embrace the new media paradigm!
  8. 12. New Paradigm: Social Media <ul><li>Demographically-relevant audience </li></ul><ul><li>Clearly defined and segmented profile </li></ul><ul><li>Engaged and participative community </li></ul><ul><li>Real-time information </li></ul><ul><li>Bi-directional messaging </li></ul><ul><li>Knowledge-enhancing virtuous cycle </li></ul><ul><li>Unparalleled cost advantage </li></ul>
  9. 13. R EGIONAL E CONOMIC A DVANCEMENT C OALITION The Coalition’s Progress
  10. 14. <ul><ul><li>Baja California State and Municipal Governments </li></ul></ul><ul><ul><li>Ministry of Tourism </li></ul></ul><ul><ul><li>Ministries of Economy & Economic Development </li></ul></ul><ul><ul><li>BC Private Sector </li></ul></ul>A Public-Private Bi-national Partnership <ul><ul><li>RSCCD & its Digital Media Center </li></ul></ul><ul><ul><li>The Center for International Trade Development </li></ul></ul><ul><ul><li>The California-Mexico Trade Center </li></ul></ul><ul><ul><li>US Private Sector </li></ul></ul>
  11. 15. <ul><li>Vision: REAC will be the pivotal force in positioning Baja California as an attractive destination for tourism and investment. </li></ul><ul><li>Mission: By engaging one of Baja California’s most valuable resources — its fans — REAC seeks to build the leading membership community, committed to restoring the image of Baja California. </li></ul>
  12. 16. <ul><li>Unleashing the power of 100,000 voices </li></ul>Inspired influence = MOBILIZATION Meaningful engagement = EMPOWERMENT Organized advocacy = PARTICIPATION <ul><li>Because they are there </li></ul><ul><li>Because they care </li></ul><ul><li>Because they are trusted </li></ul>
  13. 17. <ul><li>Because they are there: </li></ul><ul><ul><li>Over 15 million annual visitors </li></ul></ul><ul><ul><li>53% foreign nationals </li></ul></ul><ul><ul><li>86% California residents </li></ul></ul><ul><ul><li>78% repeat visitors </li></ul></ul>Unleashing the power of 100,000 voices
  14. 18. <ul><li>Because they care : </li></ul><ul><li>97% would recommend Baja California to a friend </li></ul><ul><li>Impacted by and struggle against the un-contextualized media reports </li></ul><ul><li>Most are eager to make their voices heard </li></ul>Unleashing the power of 100,000 voices
  15. 19. <ul><li>Because they are trusted: </li></ul><ul><li>People trust their personal connections more than any other source of influence </li></ul><ul><li>90% of consumers trusted recommendations from people they know </li></ul><ul><li>70% trusted consumer opinions posted online </li></ul>Source: Nielsen Global Online Consumer Survey, April 2009 Unleashing the power of 100,000 voices
  16. 20. Source: Nielsen Global Online Consumer Survey, April 2009 Unleashing the power of 100,000 voices
  17. 21. The Go2 Community for “Everything” BAJA The Go-2 Place for Everything Baja
  18. 22. <ul><li>BAJAWise </li></ul>BAJAConnect The Go-2 Place for Everything Baja
  19. 23. <ul><li>BAJAWise </li></ul><ul><li>Customized by Sector </li></ul><ul><ul><li>Tourism </li></ul></ul><ul><ul><li>Business/Economy </li></ul></ul><ul><li>Customized by Municipality </li></ul><ul><ul><li>Tijuana </li></ul></ul><ul><ul><li>Rosarito </li></ul></ul><ul><ul><li>Ensenada </li></ul></ul><ul><ul><li>Mexicali </li></ul></ul><ul><ul><li>Tecate </li></ul></ul>The Go-2 Place for Everything Baja
  20. 30. BAJAConnect <ul><li>The Community Building Place for “BAJAmigos” </li></ul><ul><li>Leveraging Social Media to connect, engage, inform and mobilize </li></ul>The Go-2 Place for Everything Baja
  21. 39. R EGIONAL E CONOMIC A DVANCEMENT C OALITION Thank You. For further information please contact us through the website: www. . org
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