Mayors Conf Presnet   Why Social Media   Why Now
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Mayors Conf Presnet Why Social Media Why Now

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Mayors Conf Presnet   Why Social Media   Why Now Mayors Conf Presnet Why Social Media Why Now Presentation Transcript

  • 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
    • Develop a lasting solution to help change the public perception
    The Summit’s Challenge & Assignment
    • Public Perception = Visiting BC is Unsafe
    • TOURISM BUSINESS
    • Less US visitors US Biz Travel Restricted
    • Less $ revenues US Investment Restricted
    • BC Struggles
    • Recession + Unemployment
    • Less BC visitors to CA BC Investment Restricted
    • Less $ Revenues
    • CA Struggles
    The Problem
  • The Origin
    • Manufactured Reality
    • Selective reporting (bad news sells)
    • Information without context and partial
    • Constrained dissemination of positive news
    Real Vulnerabilities Global recession = hypersensitive audience Drug-related violence = pervasive nuisance
  • A Call to Action
    • “ ...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.”
    • Lawrence Wallack, News for a Change , 1999.
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  • The Hurdles
    • A coordinated compilation of existing information resources
    • A capacity for generating robust streams of authentic news and media
    • A receptive and responsive audience
    • A means to circumvent the existing news intermediation
    • A need for a cost-effective aggregation and dissemination platform
  • What a 23-year old taught the world about engagement & mobilization 350,000,000 reasons to embrace the new media paradigm!
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  • New Paradigm: Social Media
    • Demographically-relevant audience
    • Clearly defined and segmented profile
    • Engaged and participative community
    • Real-time information
    • Bi-directional messaging
    • Knowledge-enhancing virtuous cycle
    • Unparalleled cost advantage
  • R EGIONAL E CONOMIC A DVANCEMENT C OALITION The Coalition’s Progress
      • Baja California State and Municipal Governments
      • Ministry of Tourism
      • Ministries of Economy & Economic Development
      • BC Private Sector
    A Public-Private Bi-national Partnership
      • RSCCD & its Digital Media Center
      • The Center for International Trade Development
      • The California-Mexico Trade Center
      • US Private Sector
    • Vision: REAC will be the pivotal force in positioning Baja California as an attractive destination for tourism and investment.
    • 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.
    • Unleashing the power of 100,000 voices
    Inspired influence = MOBILIZATION Meaningful engagement = EMPOWERMENT Organized advocacy = PARTICIPATION
    • Because they are there
    • Because they care
    • Because they are trusted
    • Because they are there:
      • Over 15 million annual visitors
      • 53% foreign nationals
      • 86% California residents
      • 78% repeat visitors
    Unleashing the power of 100,000 voices
    • Because they care :
    • 97% would recommend Baja California to a friend
    • Impacted by and struggle against the un-contextualized media reports
    • Most are eager to make their voices heard
    Unleashing the power of 100,000 voices
    • Because they are trusted:
    • People trust their personal connections more than any other source of influence
    • 90% of consumers trusted recommendations from people they know
    • 70% trusted consumer opinions posted online
    Source: Nielsen Global Online Consumer Survey, April 2009 Unleashing the power of 100,000 voices
  • 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
    • BAJAWise
    BAJAConnect The Go-2 Place for Everything Baja
    • BAJAWise
    • Customized by Sector
      • Tourism
      • Business/Economy
    • Customized by Municipality
      • Tijuana
      • Rosarito
      • Ensenada
      • Mexicali
      • Tecate
    The Go-2 Place for Everything Baja
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  • BAJAConnect
    • The Community Building Place for “BAJAmigos”
    • Leveraging Social Media to connect, engage, inform and mobilize
    The Go-2 Place for Everything Baja
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  • R EGIONAL E CONOMIC A DVANCEMENT C OALITION Thank You. For further information please contact us through the website: www. . org