Social Media 101 For Economic Developers

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Agenda What exactly is social media? Why social media matters to you How to get started & measure success Best practices www.ZoomProspector.com © GIS Planning www.GISPlanning.com

What Exactly Does Social Media Mean?  the evolution of media One Way Old Media Web 2.0 Social Media Web 3.0 Social Media • Just another platform for communication and relationship building • User-driven, real time, opt-in, microsharing • Is going to continue to evolve… But customers will remain in control of the conversation www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Why Social Media Matters to You It’s simple. This is where y p your customers are. and they want you to join the conversation. www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Why Social Media Matters to You 55.6 million US adults visit social networking sites every month –Forrester • Linkedin has 43+ million users; new member joins every second - Linkedin • Facebook has 300 million users (800,000 new users/day) - Techcrunch, CNN • Twitter grew 1,928% in the US YOY June 08 to June 09 - Mashable Social Networking i now more popular th email S i lN t ki is l than il • 66.8% of Internet users have used social networks, while only 65.1% have used email – Nielsen Online Your customers expect you to join the conversation • 85% believe companies should interact with customers on social media It’s not a kids playground anymore • LinkedIn: executives members from all Fortune 500 companies - Linkedin • Facebook: fastest growing demographic = 35+ - Facebook • Twitter: 45-54 year olds are the highest indexed age group – Comscore www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Why Social Media Matters to You Social Media M k ti S i l M di Marketing Spend t Hit $3.1 Billion by 2014 -Forrester S d to $3 1 Billi b F t Expectedd to grow at annual rate of 34% This will make social media a bigger marketing channel than both email and mobile  Quantifiable link between social media and revenue  companies with highest level of social media activity increased revenue by 18% on average in past 12 months – Wetpaint & Altimeter www.ZoomProspector.com © GIS Planning www.GISPlanning.com

The Value Proposition for You It s It’s Mainstream Market Intelligence WOM on Steroids O o S e o ds Search Engine Ranking g g 24/7 Access to Customers www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Engagement, check. How do we get started? www.ZoomProspector.com © GIS Planning www.GISPlanning.com

The Social Media Bandwagon “Nesters” Seed & Build Communities Creators Create Original Content Critics Share Content Collectors Joiners Generate Buzz p Spectators Participate p Monitor & Listen www.ZoomProspector.com © GIS Planning www.GISPlanning.com

The Four Step Plan to Becoming a Social Media Jedi www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 1: Start by Listening Understand who/where your audience is • Which social media properties • C t Creators or spectators t t Monitor Key Conversation Indices (KCIs) to establish your baseline social footprint • Mentions, Sentiment Analysis, Favorites, Fans, Sharing • Watch for red flags before they flare Benchmark your i d B h k industry • Connect with customers, partners, and colleagues • Learn from other communities The name of the game is Social Capital • Respect etiquette • Think win-win www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Listening Tools  http://search.twitter.com Look for mentions of your community relevant keywords industry leaders community, keywords, www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Listening Tools  Twendz.com Evaluates up to 70 tweets at a time to provide real-time sentiment analysis www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 2: Define Your Goals Attract New Businesses • Increase awareness • Highlight economic initiatives • Improve customer sentiment • Provide accurate data on sites and properties Retain Existing Business • Establish connections • Keep a tab existing business health • Educate SMBs Enable Business Expansion • Provide targeted incentives • Provide access to tools and resources www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 3: Join In On the Conversation Be open, honest, authentic p , , • Your organization’s tone • Balanced with a human voice Provide value • Answer questions about your community • Integrate social media into your GIS website Solicit Feedback • Ask questions – polls, “tweetups” • Invite suggestions Develop an ongoing interactive dialogue • Engage community, foster ambassadors community • Be consistent www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 4: Measure Progress via Changes in KCIs Attract New Business • Increase awareness  increased conversation volume • Highlight economic initiatives  # of passalongs • Improve customer sentiment  benchmark sentiment analysis p y • Provide accurate data on sites and properties  retweets, sentiment www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 4: Measure Progress via Changes in KCIs Retain Existing Business • Establish connections  increased # of followers, cross proliferation • Keep a tab existing business health  # issues & needs, validate (polls) • Educate SMBs  event attendance, # of new businesses online , www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Step 4: Measure Progress via Changes in KCIs Enable Business Expansion • Provide targeted incentives passalongs, channel-specific promotions • Provide access to tools and resources  link to business services, educational webinars, free services www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Best Practices www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Government in Social Media  Open Government  slideshare presentations  Santa Cruz City’s Interactive Social Media Strategy gy  Engaging residents in resolving the City’s budget crisis. www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Twitter  Give your brand a human voice  Generate social capital via “retweets” www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Twitter Join the J i th conversation with your l ti ith local SMB l SMBs www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Facebook Facebook fan pages to communicate directly with local community www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Takeaways Social media marketing is here to stay Technology may change but you need to learn how to market on SM (like email) Provides unprecedented access to your customer Must play by their rules: listen, participate, be real Identify key KCIs to establish a baseline social footprint Join the conversation, experiment and measure results Don’t underestimate the importance of social capital Enjoy the E j th process! ! www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Sources & Additional Resources  Twitter’s 1 928 Percent Growth and Other Notable Social Media Stats 1,928 http://www.boston.com/ae/food/restaurants/articles/2009/06/29/restaurants_finding_twitter_a_cheap_effectiv e_marketing_tool/  Tweetable Eats: What Street Vendors Can Teach Businesses About Twitter http://www.businessweek.com/magazine/content/09_24/b4135000618911.htm?chan=top+news_top+news+i ndex+-+temp_news+%2B+analysis  http://blog.360i.com/social-media/playbook  http://brainstormtech.blogs.fortune.cnn.com/2009/07/22/5-twitter-tips-for-your-company/  http://www.zdnetasia.com/techguide/smb/0,3800010798,62056471,00.htm  http://econsultancy com/blog/4327-20-+-mind-blowing-social-media-statistics http://econsultancy.com/blog/4327-20-+-mind-blowing-social-media-statistics  http://www.facebook.com/press/info.php?statistics  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110120  http://press.linkedin.com/about  http://www.interactiveinsightsgroup.com/blog1/how-to-sell-social-media-to-cynics-skeptics-luddites-tips- resources-advice/  Social Media Marketing Spend to Hit $3.1 Billion by 2014  http://www.web-strategist.com/blog/2009/02/08/for-the-professional-how-to-get-started-on-twitter/  How Twitter Can Make You A Better (and Happier) Person  http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/ http://www.chrisbrogan.com/50 ideas on using twitter for business/  7 Secrets to Tweeting Your Corporate Culture  http://www.grokdotcom.com/2008/11/07/understanding-and-aligning-the-value-of-social-media/  http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090618/FREE/906189994/1078/newsletter011 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110120 http://thebuzz101.blogspot.com/2009/06/growth-of-social-media.html htt //th b 101 bl t /2009/06/ th f i l di ht l http://www.frogloop.com/social-network-calculator http://www.dragonsearchmarketing.com/social-media-roi-calculator.htm http://mashable.com/2008/11/02/reexamining-linkedin/ www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Arti Kuthiala Q&A Marketing Director GIS Planning akuthiala@gisplanning.com akuthiala@gisplanning com (415) 225-1678 @artikuthiala www.ZoomProspector.com © GIS Planning www.GISPlanning.com

Social Media 101 For Economic Developers

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