PR 2.0: Next Practices for Economic Development

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In a webinar to IEDC members, DCI president Andy Levine presented with Orlando Economic Development Commission's Jennifer Wakefield ways economic development professionals could capitalize on the changing media landscape.

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  • Most organizations are still in social silos. To be effectively social, you must break free from the silos and integrate with all other departments for optimum effectiveness.
  • Regular people matter
  • FREEYou should already be using these. If not, you are behind.Company name, CEO, projects, prospects, etc.Include misspellings, quotes, etc.
  • This is just a small sampling of vendors for public relations service providers which include services such as monitoring and distribution.
  • HAROFree to sign up.Three e-mails a day.Only respond where it makes sense.Follow the 5 rules of HARO.
  • Opt in mechanism; choose to view your video; people who already know you; might introduce you and your message to another group.
  • Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
  • Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
  • Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
  • Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
  • Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
  • Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
  • Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
  • The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure: True Reach: How many people you influenceAmplification: How much you influence themNetwork Impact: The influence of your networkMichelle is a broadcaster which means - She broadcasts great content that spreads like wildfire. She is an essential information source in herindustry. She has a large and diverse audience that values her content
  • Video Case Study: Metro Orlando EDC
  • Video Case Study: Metro Orlando EDC
  • Video Case Study: Metro Orlando EDC
  • Video Case Study: Metro Orlando EDC
  • Pinterest Case Study: Metro Denver EDC
  • Pinterest Case Study: Metro Denver EDC
  • Slideshare Case Study: Webster City Economic Development – Iowa
  • Slideshare Case Study: Webster City Economic Development – Iowa
  • PR 2.0: Next Practices for Economic Development

    1. 1. PR 2.0: Next Practices for Economic DevelopmentAndy Levine Jennifer Wakefield, APR
    2. 2. Andy Levine – At WorkPresident/Chief Creative Officer, DCI• Joined DCI in 1991• Directed dramatic growth in DCI’s team and service offerings over the past 20 years• A knack for creative thinking that delivers tangible results
    3. 3. Andy Levine – At Play• Competed in ten marathons (running his next one on May 6th)• Moved to the “Jersey Shore” in June 2011 (but doesn’t know “Snooki” or “The Situation”)
    4. 4. Jennifer Wakefield – At WorkDirector, Marketing and CommunicationsMetro Orlando Economic Development Commission• EDC since 2006; PR/marketing since 2000• Worked with brands: Walt Disney World Resort, Darden Restaurants, Siemens Energy, Electronic Arts, Lockheed Martin, Sanford-Burnham Medical Research Institute, JetBlue• Media relations results in New York Times, Wall Street Journal, CNET, CNN.com, USA Today, Mashable.com, Delta Sky, Lufthansa Exclusive, AirTran GO, as well as regional, national, international media outlets and industry trade publications.
    5. 5. Jennifer Wakefield – At Play• Only shops the clearance racks (and always has great finds)• Directionally challenged (but will still tell you = which way to turn)• Adopted her son last year…and found him thanks to Facebook!
    6. 6. Let’s ask the groupa simple question…
    7. 7. Public Relations Defined“Public relations is a strategic communicationprocess that builds mutually beneficialrelationships between organizations and theirpublics.” – PRSA.orgPR = not just media relations
    8. 8. Push vs. Pull Source: David Armano, http://darmano.typepad.com/
    9. 9. Silos vs. Integration
    10. 10. Edelman Trust BarometerSource: 2012 Edelman Trust Barometer, http://www.slideshare.net/EdelmanInsights
    11. 11. Monitor: Google Alerts
    12. 12. Monitor: Lexis-Nexis
    13. 13. Monitor: TweetDeck
    14. 14. Vendors
    15. 15. Media Queries
    16. 16. Let’s test your socialmedia knowledge…
    17. 17. Poll Question #2 WHICH STATEMENT IS FALSE: a) If Facebook was a country, it would be the 3rd most populated in the world. b) Justin Bieber has the world’s most Twitter followers (19.8 million and rising)* c) One third of U.S. women aged 18-34 check Facebook first thing in the morning (even before they go to the bathroom). *Lady Gaga has 22 million Twitter followers!!!
    18. 18. Impact on EconomicDevelopment Marketing FOUR CENTRAL OBSERVATIONS 1. “Bought,” “Owned” and “Earned” Media 2. “SME” (Social Media Engagement) Index & ED’s Target Audiences 3. Put Away the Megaphone 4. Speed at the Point of Need
    19. 19. An ED Organization’s “MarketingMix” Bought Owned Earned•Advertising (print, • Website • Search Engine broadcast and • Sales Literature Optimization online) • Email Marketing • Editorial•Paid Search • Newsletters (print Placement (print, Engine Marketing and email) broadcast and • Special Events online) • Blogging & • Social Media Microblogging (cultivating influencers)
    20. 20. SME (Social Media Engagement)IndexPotential InvestorsLocation AdvisorsCurrent InvestorsStakeholdersTalent Low Moderate High
    21. 21. Put Away the Megaphone
    22. 22. Put Away the Megaphone With 300+ marketing messages every day, “megaphone” messages are tuned-out A Simple Recipe for Success: 1) Be Found…Place smart, helpful content in places where it will be found 2) Presentation is Everything…Display your content in an engaging manner
    23. 23. Be Found: Distributing YourContent
    24. 24. Use of Infographics
    25. 25. Making It Interactive
    26. 26. Speed at the Point of Need “It’s the NOW revolution. Speed wins. Or kills.” Jay Baer Social Media Guru
    27. 27. Speed with the News MediaThen: Now:“I’m working on a “I’m working on a storystory for Sunday’s that we’ll post on thebusiness section. website in the nextCan we set-up a time hour. Here’s myto talk?” question and please talk fast…”
    28. 28. Speed with Potential Clients • Practices “listening at the point of need” on Twitter, LinkedIn • When someone mentions New Brunswick, Canada online, the CEO responds immediately: “How can I help? What do you need to know?”
    29. 29. NEXT PRACTICES:A Look At Six Emerging “Best Practices” for ED Groups
    30. 30. Next Practices #1 THE RISE OF THE DIGITAL AMBASSADORS • Identify individuals with large social media followings and invite them to serve as “digital ambassadors” • Provide content that can easily be shared with their networks • Give them incentives to be active • Measure and report back the success
    31. 31. Next Practices #2 SHOW AND TELL WITH YOUTUBE • 4 billion videos are viewed/day • Integrate! 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute • More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years • Testimonials
    32. 32. Next Practices #3 BRIDGING THE GAP TO “CONTACT US FOR MORE INFORMATION” “On average (and with little variation among industries) customers will contact a sales representative when they independently complete about 60% of the purchasing decision process.” Marketing Leadership Council Study
    33. 33. Next Practices #4 PLAY, WORK (OR BOTH?) WITH PINTEREST • Newest, hottest social website • With over 11 million unique monthly visitors, Pinterest became the fastest standalone website to eclipse the 10 million per month mark ever. (source: PR Daily) • Pinterest gets more monthly usage per user than Google+, Twitter and LinkedIn combined. (source: AllTwitter) • Demo: Women 25 – 34 (source: Ignite)
    34. 34. Next Practices #5 RETHINK LINKED IN
    35. 35. FOUR WAYS ED GROUPS CAN UTILIZE LINKED IN1. Connect with current investors and ask for introductions2. Actively participate in industry groups which bring you into contact with potential investors
    36. 36. 3. Research c-suite decision makers of target companies4. Consider inexpensive Linkedin ads to employees of specific companies or job titles
    37. 37. Next Practices #5 AND A SHAMELESS PLUG… • Join the LinkedIn Group “Economic Development 2.0” and its 3,500+ members • A group that excludes sales-driven/promotional postings
    38. 38. Next Practices #6 TEACH + LEARN = SLIDESHARE • 60 million visitors/month • 3 billion slideviews/month • Connect to LinkedIn, Facebook, Twitter • Embed YouTube videos • Share your presentations • Learn from others
    39. 39. Summing Up: Six “Next Practices” 1. The Rise of the Digital Ambassadors 2. Show and Tell With YouTube 3. Bridging the Gap to “Contact Us For More Information” 4. Play, Work (or Both?) With Pinterest 5. Rethink LinkedIn 6. Teach + Learn = Slideshare
    40. 40. Three Final Requests 1) To download, visit www.slideshare.net/aboutdci 2) Provide feedback on this webinar 3) Follow Justin Bieber on Twitter (he wants to catch Lady Gaga)
    41. 41. Thank you…Andy Levine Jennifer Wakefieldandy.levine@aboutdci.com Jennifer.wakefield@orlandoedc.com

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