Supercharging Business Retention and Attraction With Social Media

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Join PPL this fall to gain a stronger understanding of what the social media platforms offer and learn how to develop a powerful strategy that draws global attention to your community.

May 23rd 2014 PPL Presents:
Super Charging Business Retention and Expansion with Social Media
With majority of businesses online, EDOs cannot afford not to connect through social media. A key tool to support local businesses, social media allows economic developers to connect with owners, stay up to date on news impacting the business and discover opportunities to help companies expand locally. Discover how to super charge your organization’s BRE program using social media.

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Supercharging Business Retention and Attraction With Social Media

  1. 1. “WE BELIEVE THAT ECONOMIC DEVELOPMENT MAKES A DIFFERENCE” Our Mission is to create vital communities Our process, knowledge and background enables us to take a comprehensive approach to economic development marketing and attraction. Selected Clients:
  2. 2. Meeting Agenda 1.  A Formative idea for today’s session 2.  BR&E from 30,000 feet 3.  What are 5 Tips that we can implement to enhance our BR&E Efforts through social media? 4.  A Practical Takeaway – Example LinkedIn 5.  Social Media Calendar for BR&E
  3. 3. Insert CTA Header Download this presentation and others at: http://atlas-advertising.com/community- marketing-presentations.aspx
  4. 4. YOUR PRESENTER TODAY https://twitter.com/GuillermoMazier/status/393872715871825920/photo/1
  5. 5. JOIN US – MARKETING METRICS THAT MATTER EXAMPLES OF GOOD SCORE CARDS OR METRICS REPORTING: CHOOSE NEW JERSEY NASHVILLE http://offers.atlas-advertising.com/webinar-registration-1
  6. 6. Formative Idea for Today’s Session ”Prospects (Site Selectors, Companies, Talent) are now in control of when and how they access information during the purchase process. At the same time, Economic Developers are constrained by tight budgets while charged with longer to-do lists, including the need to interact with board’s, stakeholders and customers across a variety of marketing, political, financial and infrastructure channels”
  7. 7. Poll Question: What % is social media part of your business retention and expansion program?  
  8. 8. Poll Question: What is the most effective way to use social media for your business retention and expansion program? 
  9. 9. Poll Question: Has anyone ever thanked or helped anyone using social media? 
  10. 10. Insert CTA Header BR&E FROM 30,000 FT
  11. 11. Insert CTA Header 5 TIPS TO ENHANCE YOUR BR&E EFFORTS THROUGH SOCIAL MEDIA
  12. 12. Economic Development is a Spectrum of Activities
  13. 13. 1. EXTEND BRANDING EFFORTS •  90% of the Site Selection process starts online •  Google has evolved from a 1996 research project into the world’s most visited website with more than five billion searches every day. Providing the most relevant search results to users fuels its massive growth.
  14. 14. 2. MIND YOUR COMMUNITY’S BUSINESS… •  Social media can be a connection between you and your clients -- a constant presence that allows for consistent engagement. •  Connect with business owners •  Stay up-to-date with news that impacts business •  Discover opportunities to help businesses expand Lets try it: http://www.google.com/alerts
  15. 15. MIND YOUR COMMUNITIES BUSINESS (cont)… UNDERSTAND WHY SMALL BUSINESSES ARE USING SOCIAL MEDIA AND HOW YOU CAN LEVERAGE THAT FOR ECONOMIC DEVELOPMENT The State Of Social Media Use In Small Business Infographic Infographic. State of small business report 2012
  16. 16. 3. FOCUS ON YOUR CORE COMPANIES Define and articulate your value proposition via social media. Expansion and Growth Rebuilding Workforce Acquisition Downsizing and Survival Engage your clients (businesses) in whatever phase of the business cycle they are in
  17. 17. 4. CREATE A SOCIAL MEDIA CONTENT STRATEGY •  Create a comprehensive strategy on how you will connect to your existing businesses: –  LinkedIn Group discussions –  Invite commentary on blog posts [SEE ECONOMIC DEVELOPMENT MATTERS BLOG] –  Twitter Chat on a weekly basis –  Highlight and feature companies on Facebook
  18. 18. A GOOD BLOG EXAMPLE
  19. 19. SOCIAL MEDIA PUBLISHING SCHEDULE FOR: ECONOMIC DEVELOPMENT MARKETERS . Click here to Download: http://atlas-advertising.com/media/docs/Client- Resources/ Atlas_Social_Media_Publishing_Schedule_Template.xls
  20. 20. 22 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. HOW ONE EDO DOES IT.
  21. 21. Poll Question: How many people know what a hashtag (#) is? 
  22. 22. 24 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. A NOTE ON HASHTAGS..
  23. 23. 5.USE SOCIAL MEDIA TO DRIVE TRAFFIC TO YOUR WEBSITE •  Use social media to drive traffic to your site and provide solutions to existing businesses, as well as services to expanding businesses
  24. 24. 26 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  25. 25. A LinkedIn Case Study
  26. 26. LinkedIn helps connect you to the network you need to achieve your mission V B S F Board Members Skilled Volunteers Funders Supporters T Talented Employees
  27. 27. S LEVERAGING LINKEDIN’S NETWORK Strengthen relationships with funders Find the right quality board member quickly Recruit talented professional volunteers Identify top talent to work for your organization/ Build your brand and spark dialogue among supporters V B F T An introduction to a local foundation A board member with strategic consulting experience A graphic designer to re-brand your materials A new Development Director Professionals following your organization’s LI page
  28. 28. BUILD RELATIONSHIPS WITH FUNDERS Chances are you have connections to many of the funders you are currently pursuing. Use LinkedIn to uncover those ties and improve your relationship with your funders. –  Work with your board development committee to identify prospects –  Explore your network to uncover your ties and inroads What if instead of cold calls, you had warm introductions? Your FunderYou F
  29. 29. QUICKLY CONNECT WITH COMPANIES AND BOARD MEMBERS LinkedIn makes it easy to explore your existing connections to find potential board candidates. Connect with your current board in order to fully leverage their connections. Use “advanced search” and filter by: Keyword •  Geographic location •  Desired skills •  Company or affiliation B
  30. 30. FIND COMMUNITY VOLUNTEERS Looking for a particular skill set? Interested in building relationships with volunteers from a particular company or industry? §  LinkedIn’s advance search feature makes zeroing in on the exact talent you need easy. LinkedIn Confidential ©2013 All Rights Reserved V A strategy consultant to help build your 3-year plan A part-time accountant to maintain your books A graphic designer to create a new logo
  31. 31. IDENTIFY TOP TALENT FOR YOUR ORGANIZATION With LinkedIn you can use “advanced search” to identify potential candidates and then see shared connections. Speed up your talent search and cut through the crowd to find a perfect match LinkedIn Confidential ©2013 All Rights Reserved T
  32. 32. BUILD MEANINGFUL SUPPORTIVE RELATIONSHIPS WITH COMPANIES LinkedIn is a vibrant community with hundreds of millions of professionals worldwide. Your friends, fans and supporters are already on LinkedIn. Invite them to become your advocates. –  Create a company page, grow your follower base, and post updates to spread your message across the LinkedIn network. –  Ask your supporters to list your organization on their profile in the Volunteer & Causes section. –  Join a Linked Group that is relevant to your cause and help drive the conversation. LinkedIn Confidential ©2013 All Rights Reserved S
  33. 33. Use LinkedIn Ads For Targeting Company Audiences
  34. 34. 36 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. KNOXVILLE ESTIMATED REACH 3Million TARGET USERS BY TITLE, GEOGRAPHY, GROUP AND MORE
  35. 35. PLEASE, MARKET TO YOUR WORKFORCE.
  36. 36. 38 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.   40% percent of workers plan to look for a new job within the next 6 months with 69% using social media to do it. Source: 2013 Ranstad Staffing Study
  37. 37. Get the report: http://www.slideshare.net/ wright0405/atlas-high- performance-economic- development-white-paper Take the survey to participate: https://econdevbenchmarking.questionpro.com BENCHMARK YOUR PERFORMANCE TODAY
  38. 38. SOCIAL MEDIA PUBLISHING SCHEDULE FOR: ECONOMIC DEVELOPMENT MARKETERS . Click here to Download: http://atlas-advertising.com/media/docs/Client- Resources/ Atlas_Social_Media_Publishing_Schedule_Template.xls
  39. 39. Questions
  40. 40. Thank you! Contact information: 1128 Grant St. Denver, CO 80205 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace

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