Sifting Through The Noise Making Social Media Work For Ed

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The effectiveness of social media use has been proven for industries across the board, but how does it fit within the economic development industry? This webinar presentation discusses this and provides case studies from other ED organizations.

Host:
-Jessica Tuquero, Account Supervisor, Development Counsellors International

Speakers:
-Sandy McMerty, Communications Director, North Dakota Department of Commerce
-Susan Merryman, VP of Marketing and Communications, Columbus Chamber of Commerce
-Lorna Shephard, Consultant, Economic Development Authority of Western Nevada

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Sifting Through The Noise Making Social Media Work For Ed

  1. 1. SIFTING THROUGH THE NOISE Making Social Media Work for Economic Development
  2. 2. The Faces Behind the Voice Jessica Tuquero Lorna Shepard Account Supervisor Consultant Susan Merryman Sandy McMerty VP of Marketing and Communications Director Communications
  3. 3. About DCI • Served 350+ countries, states, regions and cities since 1960 • Specialize in economic development and destination marketing • Employ 35 of the brightest “place marketers”
  4. 4. Agenda • How are we using social media? • Developing your strategy • Building an online community • Talent attraction 2.0 • Establishing guidelines • Q&A
  5. 5. How are we using social media? Of the 307 organizations who participated in a survey… 57% 43% Use social media Don’t use it
  6. 6. Managing Resources Percentage of Allocated Resources Full Time Employee w/ Other 2% Responsibilities 4% Part Time Employee/ Intern 17% Outsourced 77% Full Time Employee's Only Responsibility
  7. 7. Who are we speaking to? • Within your organization 27% • Regionally 41% • Nationally/Internationally 30%
  8. 8. What are we communicating? • Project announcements • Organizational news • Quality of life • Support for local businesses
  9. 9. ED’s Most Valuable Online Tools #1 #2 #3
  10. 10. The Future of Social Media in Economic Development Marketing 40% 36% 35% 28% 30% 25% 20% 14% 15% 15% 10% 5% 5% 0% Least important 2 3 4 Most important 1 5
  11. 11. Social Media is Not Just For Kids… • Median age is over 30 on LinkedIn, Facebook and Twitter • Forbes: The Rise of the Digital C-Suite • Nielsen Global Index: Social media sites accessed more than email
  12. 12. HOW DO I GET STARTED?
  13. 13. Developing your strategy
  14. 14. Conversations are happening
  15. 15. Hear and be heard Social Media is more like sociology than technology Social Media is about dialogue - not monologue
  16. 16. Cool! VS.
  17. 17. We still need strategy The principles are the same – Who – are you trying to reach? – What – do they do online today? – When – will you connect? – Where – is the right medium? – Why – for what purpose? – How – will you connect, engage, sustain?
  18. 18. 3 C’s • Context • Connect • Continuum
  19. 19. Connect with Columbus
  20. 20. Building an online community
  21. 21. Building Community in Social Media • Simple Reasons Why You Should Do It • How Social Is Not Traditional • Why and How is North Dakota Playing • Results You Can Shake a Measurement At
  22. 22. Getting Social Why build community? For companies, resistance to social media is futile. – Duh. It makes sense. Millions of people are creating content for the social Web. – Relationships are key to ED. Your competitors are already there. Your customers have – Measure ROI in a new way. been there for a long time. If your business isn't putting itself out there, it ought to be. February 19, 2009
  23. 23. Traditional Style – Hey Everybody Traditional Media • monologue • GETTING attention • broadcasting • interruption-based • days +
  24. 24. Social Style – Hey YOU Social Media • dialogue • GIVING attention • narrowcasting • permission-based • minutes
  25. 25. It’s Like Dating What are you doing right now? Like
  26. 26. The BIG 3 Analogy • The Office • The BBQ • The Bar • You Tube • Blogs
  27. 27. Philosophy of Thirds • All Business • Personal • What the ?$%# NO BE AUTHENTIC.
  28. 28. Measure – Even When You Can’t • ROI – Return on influence It isn’t always the big thing that matters.
  29. 29. Results e-newsletter • Sent to 1739 • 46% (811 of 1739) read •5913 total reads - 730% return on message - in top 5 referrers
  30. 30. Results • 3rd Party – Colorado Ambassador link tracking - bit.ly • “Crow” • 361 using bit.ly link to view • 2 families move b/c story • Untrackable reposts – LOTS - Do they count? YES. • Mileage
  31. 31. Talent Attraction 2.0
  32. 32. Research Findings • AVAILABILITY of WORKFORCE – Key challenge among prospective companies – Key challenge among companies in Greater Reno-Tahoe • WHAT WORKFORCE NEEDS & WANTS – Rational: CoL; affordability of housing; quality of schools – Emotional: ?People like me living there? (Race, beliefs, interests) – Unfamiliar with Reno-Tahoe: ?Are there skilled, professional jobs there? • Greatest potential for attraction: California, Northeastern U.S. & Western states
  33. 33. Strategies • Educate the workforce in other markets – Attract those not necessarily looking to relocate or considering GR-T • Involve companies already in Greater Reno-Tahoe & skilled professionals living in GR-T • Guerilla (cheap) • Start in northern CA, then expand
  34. 34. Tactics: Web Portal WWW.MyNevadaDreamJob • A local-market “Monster” • A portal for non-job information • A way to ‘connect’ with like-minded professionals living in Greater Reno-Tahoe • A means to collect, track and provide value to EDAWN’s members
  35. 35. Tactics: Beers & Careers Awareness – through P.R. ‘stunt’ – Facebook: ad & events page – Flickr – YouTube
  36. 36. Tactics: Beers & Careers Awareness – through P.R. ‘stunt’ – Facebook: ad & events page – Flickr – YouTube – Email to friends & colleagues
  37. 37. Beers & Careers
  38. 38. Beers & Careers
  39. 39. Beers & Careers
  40. 40. Beers & Careers
  41. 41. Results 13 GR-T employers + UNR + 2 real estate developers • 110 Professionals attended Beers & Careers • $63,000 in media coverage • 2,927 video hits • 1,935 unique visitors to MyNVDreamJob.com – 550+ from CA – 60 completed profiles
  42. 42. Establishing guidelines • Should I have social media policies? • Where do I begin? • Examples…
  43. 43. U.S. General Services Administration Social Media Policy http://socialmediagovernance.com/policies.php?f=5 IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Intel Social Media Guidelines http://www.intel.com/sites/sitewide/en_US/social- media.htm
  44. 44. Q&A Jessica Tuquero Lorna Shepard DCI Ask us anything! Economic Development Authority of Western Nevada Susan Merryman Sandy McMerty Columbus Chamber of North Dakota Department Commerce of Commerce
  45. 45. Thank you! Jessica Tuquero Lorna Shepard DCI Economic Development @DCIEcondev Authority of Western Nevada Jessica.tuquero@dc-intl.com lorna@red-dogconsulting.com Susan Merryman Sandy McMerty Columbus Chamber of Commerce North Dakota Department of @ColumbusChamber Commerce susan_merryman@columbus.org @NDAmbassador smcmerty@nd.gov

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