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Social Media Best Practices For Economic Development

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This presentation covers social media fundamentals for the economic development organization, including case studies and best practices and ideas to start, sustain and measure an initiative.

This presentation covers social media fundamentals for the economic development organization, including case studies and best practices and ideas to start, sustain and measure an initiative.

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  • Website is no longer just a means to an end. Content traffic hub
  • Transcript

    • 1. Social media marketing best practices for the EDO
      Mark W. Schaefer
      Schaefer Marketing Solutions
    • 2. Today
      Social media impact on EDO’s
      Best practice case studies
      Starting and sustaining your social media initiative
    • 3. About me …
      Have worked in global marketing for 27 years
      Consult to small businesses and EDO’s
      Marketing
      Social media
      Web development
      Teacher, Speaker, Author!
    • 4. About me …
      Have worked in global marketing for 27 years
      Consult to small businesses and EDO’s
      Marketing
      Social media
      Web development
      Teacher, Speaker, Author!
      mschaefer700@gmail.com
      Content bonus
    • 5. Assume you realize the social web is …
      Transformational
      Wildly popular
      Influential
      And …
      Content bonus
    • 6. OVERWHELMING!
    • 7. How is this impacting the EDO?
    • 8. 2004 site selection process
      Site visits
      Journals
      Newspapers
      Brochures
      Trade Shows
      SIX MONTHS
      City
      City
      City
      City
      City
      City
      City
      City
      City
    • 9. 2009 site selection process
      SIX WEEKS
      85% of initial search = Internet
    • 10. Implications
      First step in the site selection process is gone
      If you’re not online, you don’t exist.
      You must “populate” the search with useful content
      Huge economic shift
      Expensive media
      Television
      Glossy magazines
      Journals
      Trade shows
      “Free” media
      Internet
      Viral marketing
      Social media
      … requiring a new approach
      Content bonus
    • 11. The social web model: Systematically create an info eco-system
      Site selection
      Employers
      EDO website
      Local stakeholders
      Entrepreneurs
    • 12. Let’s see this in action …
    • 13. Websites have a crucial NEW role
      2004 view of the world:
      Website is the destination,
      an online brochure
    • 14. Websites have a crucial new role
      Old view:
      Destination
      New view:
      Content Engine
      Content bonus
    • 15.
    • 16. Twitter: Roanoke, VA
      Twitter seems to have most traction for EDO’s
      Innovative viral contest to promote regional entrepreneurship
      Denver: People “tweet” on different topics
      Columbus: Segment by audience and message
      Content bonus
    • 17. Blog: Denver
      Three benefits:
      In-depth content
      Authority
      SEO
    • 18. Flickr: Boise
    • 19. YouTube: Calgary
      Academic presentations on development issues
      Lifestyle
      Testimonies
      Property tours
    • 20. Ning: Nashville
    • 21. Slideshare: Austin
      Re-purpose presentations
      Cross-link to other social media sites
    • 22. Linked-In: Site Selection Groups
      Professional connections
      Discussion and support groups
      Interest Groups
    • 23. Facebook: Richmond
      Leverage existing content
      Discussion area
      Fan pages
      Enormous community
      Highly-indexed site drives traffic to traditional website
    • 24. A social web mini eco-system for jobs
      Content bonus
    • 25. Results for Richmond
      112,00 page views
      More than 1,000 registered job seekers
      1,500 Twitter followers (growing >100/month)
      6,331 job-related Twitter posts
      Measurable success
      “This is where I found the posting for the job I got!”
      “Your work helped us close that candidate”
      “Awesome twitter feeds on jobs in Richmond!”
      “The folks at Richmond Jobs Net sincerely care about finding Richmonders jobs in the community.”
    • 26. Results? From 2005 to 2009 …
      Increase in overall awareness 38% to 51%
      Increase in “good” or “excellent” place to do business 21% to 34%
      Potential site for relocation and expansion from 23% to 34%
    • 27. Getting started: Essential best practices
    • 28. Care and nurturing of your social media initiative
      Plan and align with strategy
      Listen before you leap
      Focus and experiment
      Engage stakeholders
      Leap
      Measure
    • 29. 1) Integration and alignment
      Before your have a plan, you must have an overall STRATEGY for your EDO.
      Don’t make it a “project.”
      Develop internal sponsorship
      Content bonus
    • 30. 2) Listen before you leap
      Understand the channel
      Learn the language and culture
      Variety of free or low-cost tools
      Google alerts
      Real-time Twitter search
      Paid services: Radian6, Hexagon
    • 31. Seesmic, a free “listening” tool
    • 32. Twitter search
      • Be attentive and responsive. Effective social media marketing is opportunistic!
    • 3) Focus, start small, experiment
      A time soak, so choose wisely!
      Most popular:
      Facebook (74 percent)
      YouTube (65 percent)
      Twitter (63 percent)
      LinkedIn (60 percent)
      Content bonus
    • 33. 4) Engage your stakeholders
      Coordinate centrally, then deputize.
      Involve your community
      Blogs
      Testimonials
      Photos
      Videos
      Involvement creates engagement, support and enthusiasm.
    • 34. 5) Now, it’s time to leap!
      Formula for success on social media:
      +
      +
      Content bonus
    • 35. 5) Leap: Building connections
      Content bonus
    • 36. 5) Leap – Building connections
    • 37. 5) Leap: finding your “voice”
      Use a “dinner party” mentality.
      You need quality AND quantity
      Commit!
    • 38. 6) Measure
      SM measurement easy and free
      What behavior are you driving?
      Awareness?
      Engagement?
      Registration?
      Watch measures against event timeline
      Content bonus
    • 39.
    • 40. Questions?
    • 41. Continuing the conversation!
      Email mschaefer700@gmail.com
      Phone 865-456-1939
      Web www.businessesGROW.com
      Twitter @markwschaefer
      Blog http://schaefersolutions.blogspot.com
      LinkedIn http://www.linkedin.com/in/markwschaefer