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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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Social Media Best Practices For Economic Development Social Media Best Practices For Economic Development Presentation Transcript

  • Social media marketing best practices for the EDO
    Mark W. Schaefer
    Schaefer Marketing Solutions
  • Today
    Social media impact on EDO’s
    Best practice case studies
    Starting and sustaining your social media initiative
  • 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!
  • 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
  • Assume you realize the social web is …
    Transformational
    Wildly popular
    Influential
    And …
    Content bonus
  • OVERWHELMING!
  • How is this impacting the EDO?
  • 2004 site selection process
    Site visits
    Journals
    Newspapers
    Brochures
    Trade Shows
    SIX MONTHS
    City
    City
    City
    City
    City
    City
    City
    City
    City
  • 2009 site selection process
    SIX WEEKS
    85% of initial search = Internet
  • 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
  • The social web model: Systematically create an info eco-system
    Site selection
    Employers
    EDO website
    Local stakeholders
    Entrepreneurs
  • Let’s see this in action …
  • Websites have a crucial NEW role
    2004 view of the world:
    Website is the destination,
    an online brochure
  • Websites have a crucial new role
    Old view:
    Destination
    New view:
    Content Engine
    Content bonus
  • 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
  • Blog: Denver
    Three benefits:
    In-depth content
    Authority
    SEO
  • Flickr: Boise
  • YouTube: Calgary
    Academic presentations on development issues
    Lifestyle
    Testimonies
    Property tours
  • Ning: Nashville
  • Slideshare: Austin
    Re-purpose presentations
    Cross-link to other social media sites
  • Linked-In: Site Selection Groups
    Professional connections
    Discussion and support groups
    Interest Groups
  • Facebook: Richmond
    Leverage existing content
    Discussion area
    Fan pages
    Enormous community
    Highly-indexed site drives traffic to traditional website
  • A social web mini eco-system for jobs
    Content bonus
  • 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.”
  • 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%
  • Getting started: Essential best practices
  • Care and nurturing of your social media initiative
    Plan and align with strategy
    Listen before you leap
    Focus and experiment
    Engage stakeholders
    Leap
    Measure
  • 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
  • 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
  • Seesmic, a free “listening” tool
  • 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
  • 4) Engage your stakeholders
    Coordinate centrally, then deputize.
    Involve your community
    Blogs
    Testimonials
    Photos
    Videos
    Involvement creates engagement, support and enthusiasm.
  • 5) Now, it’s time to leap!
    Formula for success on social media:
    +
    +
    Content bonus
  • 5) Leap: Building connections
    Content bonus
  • 5) Leap – Building connections
  • 5) Leap: finding your “voice”
    Use a “dinner party” mentality.
    You need quality AND quantity
    Commit!
  • 6) Measure
    SM measurement easy and free
    What behavior are you driving?
    Awareness?
    Engagement?
    Registration?
    Watch measures against event timeline
    Content bonus
  • Questions?
  • 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