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.

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  • Website is no longer just a means to an end. Content traffic hub
  • Social Media Best Practices For Economic Development

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