Atlas How To Build a Brand in the Social Media Age


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Ben Wright, Atlas' CEO, shares our latest thinking on how brands are built using Social Media tools.

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Atlas How To Build a Brand in the Social Media Age

  1. 1. How to Build a Community Brand in the Age of Social Media<br />
  2. 2. Outline<br />What is Social Media?<br />What is a Place Brand?<br />How Social Media can Help you Build a Place Brand<br />Examples of Great Place Brands Experienced through Social Media<br />Appropriate Goals for Brand Building Using Social Media<br />Action Steps to Build a Brand Using Social Media<br />Q+A<br />Appendix: Background on Social Media Tools<br />
  3. 3. Your Hosts <br />Ben Wright<br />CEO, Atlas Advertising<br /><br /><br />Guillermo Mazier<br />Business Development, Atlas Advertising<br /><br />
  4. 4. About Atlas <br />Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. <br />Atlas Advertising is led by a former economic development practitioner and has worked with 50+ different economic development clients in 30 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. <br />Featured clients:<br />Northeast Utilities<br />State of Ohio<br />Indy Partnership<br />City of San Francisco<br />Greater Phoenix Economic Council <br />Greater Omaha Economic Development Partnership<br />
  5. 5. Atlas Agency Services<br />Website Design Services<br />GIS Websites<br />Brand Development<br />Search Engine Marketing<br />Social Media Marketing<br />Website Hosting <br /><ul><li>Marketing, Media and Lead Generation
  6. 6. Content Services
  7. 7. Research Services
  8. 8. Training Services</li></li></ul><li>Atlas Technology and Data Products<br />Content Management Software <br />Robust Media Center <br />Calendar<br />Data Cart/Brochure Generator <br />Mobile friendly websites<br />Blog or Microsite Software <br />Project Tracking Software<br />Email Marketing Software<br />Data Products<br />Demographic Data<br />Business Lists<br />Enhanced Prospect Lists<br /><ul><li>Geographic Information Systems (GIS)
  9. 9. Commercial Property databases
  10. 10. Business databases
  11. 11. Data Search (Data Tab)
  12. 12. Other Data Management (Map Overlays)
  13. 13. Community Data Management
  14. 14. GIS System Analytics
  15. 15. GIS Data Reporting
  16. 16. Data Widgets
  17. 17. Website Analytics </li></li></ul><li>Cool stuff to do/download<br />Download our “Compete Smarter” webinars at our Slidespace,<br />Follow us on Twitter:<br />Read more at our Blog, “Latitude”:<br />
  18. 18. To view this presentation:<br />Visit our blog:<br />And, join our LinkedIn Group: <br />Next Gen Economic Development Marketers<br />(Once you sign up, you will need to be approved)<br />We look forward to having you! <br />
  19. 19. What is Social Media? <br />At its most basic sense, social media is a shift in how people <br />discover, read and share news, information and content. It’s a <br />fusion of sociology and technology, transforming monologues (one <br />to many) into dialogues (many to many) and is the democratization <br />of information, transforming people from content readers into <br />publishers. Social media has become extremely popular because it <br />allows people to connect in the online world to form relationships <br />for personal, political and business use. Businesses also refer to <br />social media as user-generated content (UGC). Source: Wikipedia<br />
  20. 20. What is a place brand?<br />The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.<br />
  21. 21. How Social Media Can Help You Build a Place Brand <br />
  22. 22. How Social Media can help you build a place brand<br />It is a new channel for people to discover, read, and share information about your community. <br />It can foster “many to many” dialogues about the most important issues and assets in your community. <br />It can transform your board members, community advocates, and ordinary citizens into marketers (or critics)<br />It facilitates relationships around information, issues, and assets in your community quickly, transparently, and flexibly. <br />
  23. 23. Question: What are the things that are central to your brand?<br />The heritage, reputation, and attributes of your community itself<br />The heritage and reputation of your organization<br />The information you have at the ready to tell a favorable story about your community relative to other locations<br />The capability of your staff to be proactive and professional <br />The network of influencers you have in your community that can mobilize around business expansion or retention <br />
  24. 24. Which of these can’t be enhanced by a strong Social Media program?<br />None!<br />
  25. 25. Examples of Great Place Brands Experienced Through Social Media<br />
  26. 26. Savannah, GA<br />
  27. 27. Denver, CO <br />
  28. 28. Bloomington-Normal, IL<br />
  29. 29. Appropriate Goals for Brand Building Using Social Media<br />
  30. 30. Recommended Goals<br />Generate new prospect and investor inquiries<br />Engage current prospects, stakeholders, investors, and the general public in economic development<br />Move important community investment decisions forward<br />Grow the reach of your organization by building your fan, follower, friend, web traffic, and connections base<br />
  31. 31. What about negative comments?<br />Building a brand using social media doesn’t create negative press. It you to manage and engage with that press.<br />After much criticism for poor customer service, the direct-sell computer <br />company earned the rather unfortunate moniker “Dell Hell.” (Googling the term <br />results in a long list of links largely tied to customer dissatisfaction.) In response <br />to this, Dell executives worked to improve customer relations and actively join in <br />the conversation. Dell has even developed the property IdeaStorm—a <br />community driven forum in which customers are invited to note problems, share <br />suggestions with the company, and even assist fellow customers. Since then, <br />some past critics have praised the company for their improvements and negative <br />blog posts about the company have purportedly dropped from 49% to 22%. Read more<br />
  32. 32. Action Steps to Build a Brand Using Social Media <br />
  33. 33. Step 1: Create an online persona for your brand<br />What are the attributes of your community itself? Great technology community? Low cost? Business friendly? Outstanding companies? <br />What is the heritage and reputation of your organization? Have you made big deals happen? Have you led some big wins?<br />What information do you have that others don’t have? What are you expert in? <br />Is your staff proactive and professional? How can you show that?<br />Who is in your network? How do they fit in to your community’s persona? <br />
  34. 34. Step 2: Pay off your persona with real content. <br />Take your community’s best attributes and seed or join the communities that have already formed around them. <br />If your organization is a long time leader – act like it. Be authoritative. If you are an upstart, talk about things that push the envelope. <br />Make all the information that you have that is legal to share completely available on your website. Make a big deal on social media of releasing it. Set a calendar to do so. <br />Engage key staff members whose work can be made more efficient by social media to participate. Have them own key areas of your persona. <br />Do the same thing with your network, including innovators, CEOs, and others who can own something valuable. <br />
  35. 35. Step 3: Create reasons to engage/comment<br />Be relevant – always tying back to how your persona meets the needs of your audiences:<br />Be timely – don’t be the last one to post or comment on an important community issue. Be the first. <br />Be different – take positions that only you can take. Augment them with information only you have. <br />Be edgy, open, conversational – this is what people expect. After all, they are relating to a persona now. <br />
  36. 36. Step 4: Give away real value that can be consumed or forwarded<br />Inside information<br />Customized research<br />Tidbits from meetings<br />Stories from the road<br />Legislative updates<br />Official positions<br />
  37. 37. Q+A<br />
  38. 38. Looking for a jumpstart to your social media efforts? Try our social media services. <br />Initial Review <br />Strategy Development<br />Training Sessions<br />Atlas Assistance in Implementation<br />
  39. 39. Contact Atlas<br />Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Ben Wright<br />t: 303.292.3300 x 210<br /><br /><br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />
  40. 40. Background on Social Media Tools<br />
  41. 41. About Facebook<br /><ul><li>“Facebook helps you connect and share with the people in your life.”
  42. 42. More than 300 million active users, 150 million once a day
  43. 43. More than two-thirds of facebook users are outside of college
  44. 44. Average user has 120 friends on the site
  45. 45. More than 900 million photos uploaded to the site each month
  46. 46. More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
  47. 47. About 70% of facebook users are outside the United States. See map:</li></li></ul><li>Why Facebook?<br />More than 1 billion pieces of content are shared each week<br />Research says that Facebook users are almost twice as likely as Twitter users to <br />come back to your website if they click on a link. They also beat Bing, Google, <br />Yahoo! And Digg for loyalty.<br /> Facebook already contains a variety of vibrant communities that you can join and participate in to increase your exposure.<br />
  48. 48. Key Features of Facebook<br /><ul><li>Your Profile
  49. 49. Your Fans
  50. 50. Status Updates
  51. 51. Inbox
  52. 52. Applications
  53. 53. Advertising
  54. 54. Mobile Access</li></li></ul><li>About Twitter<br /><ul><li>“Twitter is a service for friends, family, and co–workers to communicate and stay connected by answering one simple question: What are you doing?”
  55. 55. Usage up 1300% in last 12 months
  56. 56. Fastest growing site in the Member Communities category at 1,382%.
  57. 57. Tweeters are not primarily teens or college students as you might expect:
  58. 58. Largest user group on Twitter is 35-49 year olds; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience.
  59. 59. The majority of people visit while at work, with 62 percent ofthe audience accessing the site from work</li></li></ul><li>Why Twitter?<br />Year-over-year growth is more than 3000%<br />The median age on Twitter is now 31. Most of these people have at least a B.A.<br />
  60. 60. Key features of Twitter<br /><ul><li>Your profile
  61. 61. Who you follow
  62. 62. Who follows you
  63. 63. Mobile access</li></ul><br />
  64. 64. About LinkedIn<br /><ul><li>“A professional network of trusted</li></ul> contacts.” <br /><ul><li>48 Million plus users worldwide, in 170 industries and 200 countries
  65. 65. Execs in all of the Fortune 500
  66. 66. 60% of incomes over $93,000
  67. 67. Segments:
  68. 68. Executives: 28%
  69. 69. Networkers/Consultants: 30%
  70. 70. Late Adopters: 22%
  71. 71. Exploring options: 20%
  72. 72. People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. </li></li></ul><li>Why LinkedIn?<br />There are more than 48 Million users.<br />Executives from all of the Fortune 500 companies use this tool<br />
  73. 73. Key Features of LinkedIn<br /><ul><li>Your profile
  74. 74. Your Contacts
  75. 75. Your Connections
  76. 76. Status updates
  77. 77. Groups
  78. 78. InMail Feature
  79. 79. Applications
  80. 80. Advertising
  81. 81. Mobile Access</li></li></ul><li>About YouTube<br /><ul><li>YouTube is a video network with the stated purpose: “broadcast yourself”
  82. 82. Video on YouTube can be viewed through their site, as well as embedded in websites, blogs and other locations throughout the web
  83. 83. Every minute 20 hours of video is uploaded to YouTube
  84. 84. 51% of users are on the site weekly
  85. 85. YouTube is an independent subsidiary of Google and YouTube videos are searchable and viewable on Google
  86. 86. This year, YouTube reached 100 million U.S. viewers</li></li></ul><li>Why YouTube?<br />YouTube is the second largest search engine in the world. <br />YouTube video is searchable on Google.<br />
  87. 87. Key features of YouTube<br /><ul><li>Your profile
  88. 88. Subscriptions
  89. 89. Searchable on both of </li></ul> the world’s largest search engines<br /><ul><li>Mobile access</li></li></ul><li>About Flickr<br /><ul><li>Flickr is a photo sharing tool that allows you to upload, store, view, share and categorize your photos into galleries and collections
  90. 90. Flickr also supports video upload
  91. 91. As of October 2009, it hosts more than 4 billion images
  92. 92. Flickr is owned by Yahoo!
  93. 93. Flickr photos can be embedded on websites and in blogs</li></li></ul><li>Why Flickr?<br />It is a centralized place to store your photos, which can be easily<br />embedded in any HTML page, can be downloaded by your users and<br />can be categorized by your team. <br />Flickr photos are searchable.<br />Flickr resizes photos for you. This makes it easy to add photos <br />to your blog and website in appropriate sizes.<br />
  94. 94. Key features of Flickr<br /><ul><li>Your profile
  95. 95. Photo sets/collections
  96. 96. Photo descriptions
  97. 97. Private or public access on individual photos</li></li></ul><li>About foursquare <br /><ul><li>Ties Social media to place
  98. 98. Launched 2009 – 500,000 users in first year
  99. 99. Integrated with facebook and Twitter
  100. 100. Badges
  101. 101. Tips </li></li></ul><li>Why Foursquare?<br />Because we should be the first to implement it for real estate and ED. <br />Another way to tie together our facebook, Twitter, and other assets.<br />
  102. 102. Key features of foursquare<br /><ul><li>Check ins at places
  103. 103. Integration with facebook
  104. 104. Integration with Twitter
  105. 105. Friends
  106. 106. Tips
  107. 107. App integration - using the data </li></li></ul><li>About Blogs<br /><ul><li>Blogs provide frequently updatedcontent on a specific topic
  108. 108. There are over 200,000,000 blogs online
  109. 109. Blogs tend to rank high in search
  110. 110. Atlas blogs are hosted through Wordpress. Wordpress currently has 7,237 available plugins for things like sidebar polls, event calendars, Twitter integration, Share It and more
  111. 111. Blogs, in 2008, had 77.7 million unique visitors
  112. 112. According to Radian 6, most of the resort mentions happen on blogs</li></li></ul><li>Why Blogs?<br />Blogs rank high in search enginesFresh blog content can be aggregated onto your website, making your homepage feel up-to-date and vibrant, while also automatically archiving old content and replacing it with the new<br />Blogging encourages linking. Linking raises your Google ranking <br />and drives more traffic to your site<br /> Blogs are longer in format and provide more detailed content for a user<br />
  113. 113. Key features of Blogs<br /><ul><li>Frequent posts
  114. 114. Categories
  115. 115. Archives
  116. 116. Authors
  117. 117. RSS feed
  118. 118. About us page
  119. 119. Search
  120. 120. Multi-media</li></li></ul><li>Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Gigi Griffis<br />t: 303.292.3300 x 223<br /><br /><br />