Northland Connection<br />Website Review and Agency Capabilities<br />
About Atlas Advertising<br />Atlas Advertising helps economic developers reach national and international prospect and sit...
Cool stuff to do/download<br />Visit our slidespaceto download: <br />This presentation<br />Introduction to Social Media<...
Outline <br />What is Social Media?<br />Why Social Media is important<br />An overview of tools that should be on your ra...
What is Social Media? <br />
Social Media Definition, provided by social media<br />At its most basic sense, social media is a shift in how people disc...
Why all of this seems so simple…<br />
Why Social Media is important<br />
Growth of Social Media (Pew Internet & American Life) <br />
An overview of tools that should be on your radar<br />
About LinkedIn<br /><ul><li>“A professional network of trusted</li></ul>		contacts.” <br /><ul><li>48 Million plus users w...
Execs in all of the Fortune 500
60% of incomes over $93,000
Segments:
Executives:  28%
Networkers/Consultants: 30%
Late Adopters: 22%
Exploring options:  20%
People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. </li></l...
Your Contacts
Your Connections
Status updates
Groups
InMail Feature
Applications
Advertising
Mobile Access</li></li></ul><li>Finding people using Google/ LinkedIn<br />
About facebook<br /><ul><li>“facebook helps you connect and share with the people in your life.”
More than 250 million active users, 100 million once a day
More than two-thirds of facebook users are outside of college
Average user has 120 friends on the site
More than 900 million photos uploaded to the site each month
More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
About 70% of facebook users are outside the United States.  See map:  http://www.facebook.com/home.php#/video/video.php?v=...
Your Friends
Status Updates
Inbox
Applications
Advertising
Mobile Access</li></li></ul><li>About Twitter<br /><ul><li>“Twitter is a service for friends, family, and co–workers to co...
Usage up 1300% in last 12 months
Fastest growing site in the Member Communities category at 1,382%.
Tweeters are not primarily teens or college students as you might expect:
Largest user group on Twitter is 35-49 year olds; with nearly 3 million unique visitors, comprising almost 42 percent of t...
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Eight Things Economic Developers Should be Doing with Social Media

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Release of the industry\’s first survey of site selectors about their use of social media tools, and 8 opportunities economic developers have.

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Eight Things Economic Developers Should be Doing with Social Media

  1. 1. Northland Connection<br />Website Review and Agency Capabilities<br />
  2. 2. About Atlas Advertising<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 />State of Ohio<br />Indy Partnership<br />City of San Francisco<br />Greater Phoenix Economic Council <br />Greater Omaha Economic Development Partnership<br />
  3. 3. Cool stuff to do/download<br />Visit our slidespaceto download: <br />This presentation<br />Introduction to Social Media<br />Search Engine Marketing Terms<br />How ED Marketing is Changing<br />How Atlas InSite GIS compares<br />Future presentations<br />Join us for future “Compete Smarter” webinars:<br />Webinar #2:  &quot;Mastering Social Media:  Eight things your organization should be doing with Linked In, Twitter and other Social Media tools.&quot;   <br />Webinar #3:  &quot;Seven Examples of Highly Innovative Communities and What They Are Doing to Get Ahead Today“<br />“Using workforce information to drive marketing differentiation” December 9, Noon <br />Follow us on Twitter: www.twitter.com/AtlasAd<br />
  4. 4. Outline <br />What is Social Media?<br />Why Social Media is important<br />An overview of tools that should be on your radar<br />The Atlas Report: Social Media Use by Site Selectors<br />Eight Things you should be doing with Social Media today <br />Wrap up<br />
  5. 5. What is Social Media? <br />
  6. 6. Social Media Definition, provided by social media<br />At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It&apos;s a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).<br /> Source: Wikipedia<br />
  7. 7. Why all of this seems so simple…<br />
  8. 8. Why Social Media is important<br />
  9. 9. Growth of Social Media (Pew Internet & American Life) <br />
  10. 10. An overview of tools that should be on your radar<br />
  11. 11. 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
  12. 12. Execs in all of the Fortune 500
  13. 13. 60% of incomes over $93,000
  14. 14. Segments:
  15. 15. Executives: 28%
  16. 16. Networkers/Consultants: 30%
  17. 17. Late Adopters: 22%
  18. 18. Exploring options: 20%
  19. 19. People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. </li></li></ul><li>Key Features of LinkedIn<br /><ul><li>Your profile
  20. 20. Your Contacts
  21. 21. Your Connections
  22. 22. Status updates
  23. 23. Groups
  24. 24. InMail Feature
  25. 25. Applications
  26. 26. Advertising
  27. 27. Mobile Access</li></li></ul><li>Finding people using Google/ LinkedIn<br />
  28. 28. About facebook<br /><ul><li>“facebook helps you connect and share with the people in your life.”
  29. 29. More than 250 million active users, 100 million once a day
  30. 30. More than two-thirds of facebook users are outside of college
  31. 31. Average user has 120 friends on the site
  32. 32. More than 900 million photos uploaded to the site each month
  33. 33. More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
  34. 34. About 70% of facebook users are outside the United States. See map: http://www.facebook.com/home.php#/video/video.php?v=234513010483&ref=mf</li></li></ul><li>Key Features of facebook<br /><ul><li>Your Profile
  35. 35. Your Friends
  36. 36. Status Updates
  37. 37. Inbox
  38. 38. Applications
  39. 39. Advertising
  40. 40. 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?”
  41. 41. Usage up 1300% in last 12 months
  42. 42. Fastest growing site in the Member Communities category at 1,382%.
  43. 43. Tweeters are not primarily teens or college students as you might expect:
  44. 44. 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.
  45. 45. The majority of people visit Twitter.com while at work, with 62 percent ofthe audience accessing the site from work</li></li></ul><li>17<br />Twitter<br /><ul><li>Your profile
  46. 46. Who you follow
  47. 47. Who follows you
  48. 48. Mobile access</li></ul>http://twitter.com<br />
  49. 49. The Atlas Report: Social Media Use by Site Selectors<br />
  50. 50. Who we interviewed<br />Estate Inc., New Mexico<br />Mike Barnes Group, Inc., Texas<br />Colliers Location Agency & Incentives Practice, Indiana<br />McCallum Sweeney Consulting, South Carolina<br />Koll Development Company, Texas<br />CB Richard Ellis, Washington<br />Studley Inc., Pennsylvania<br />Greenfield Development Company, North Carolina<br />CB Richard Ellis, Arizona<br />The RSH Group, California<br /><ul><li>Moran, Stahl & Boyer LLC, Florida
  51. 51. Sherwin-Williams Co., Georgia
  52. 52. Trione & Gordon/ONCOR Intl., Texas
  53. 53. Colliers International,  Toronto CANADA
  54. 54. Little & Associates Architects, North Carolina
  55. 55. Palm Inc – Sunnyvale, California
  56. 56. Visa – San Francisco, California
  57. 57. Foote Consulting Group – Glendale, Arizona</li></li></ul><li>What type of projects do you most frequently work with? <br />63% represent:<br />Back office<br />Manufacturing<br />Office/ HQ<br />
  58. 58. What is the typical size of your location deals in number of employees?<br /> 63% typically represent deals between 50 and 499 employees<br />
  59. 59. What new media advancements have you seen that you think are valuable to your profession?<br /> Though respondents mentioned many advancements, online meetings and LinkedIn topped the list. <br />
  60. 60. What social networks or tools, if any, do you use?<br /> 71 % use LinkedIn, and just over 50% use facebook. <br />
  61. 61. How frequently do you use each?<br /> 72 % use some form of Social Media at least weekly. <br />
  62. 62. What is the applicability of facebook to your profession?<br /> 60% say facebook has no/very little applicability to the site selection profession. <br />
  63. 63. What is the applicability of Twitter to your profession?<br /> 63.6% say Twitter has no/very little applicability to the site selection profession. <br />
  64. 64. What is the applicability of LinkedIn to your profession?<br /> 52.6% say LinkedIn has good application to the site selection profession. <br />
  65. 65. What is the applicability of LinkedIn to your profession?<br />“I have used it along with Hoovers to check who is LinkedIn and contact people for business meetings.”<br /> “I think it has good application. I have gotten proposals through this tool.”<br />“Pretty low rated.”<br />“It’s okay.”<br />“I already have the contacts I need in my email – how is this different?”<br />“Not much”<br />“Good for seeking independent information.” <br />“Good for finding contacts, and to keep in touch with peers.”<br />“More of a business site”<br />Useful networking tool<br />Don’t know yet.<br />
  66. 66. An indication of what is to come?<br />“Young companies are all about social media. Their whole concept is open source everything. They rely on an online community. They’re building enthusiasts for their product online. I have a current client in the auto manufacturing space that loves social media. These guys are choosing their locations based on what their online community says they want.<br />“If you can find companies on social media, you can reach them. Big corporations not using it this way, but small guys are for sure. <br />“As people who live in the community find these great companies, they could connect ED with companies. Blog with your citizens about what they like and what they know about. Tips are good. Fear is how do you know you have the good information in these channels? I am just learningmyself.” <br />-A Site Selector, early October 2009<br />
  67. 67. Eight Things you should be doing with Social Media Today<br />
  68. 68. Eight things you should be doing with Social Media today<br />Use a variety of tools to recruit Site Selectors and prospects to online meetings fam tours. <br />Develop a dedicated approach to using LinkedIn for prospecting <br />Use Twitter to engage your investors and community stakeholders, and to share information about your community <br />Integrate Social Media and sharing into your websites<br />Extend your inbox by using Xobni and LinkedIn Dashboard<br />Start blogging – or else you will be swallowed up by hyperlocal content <br />Develop a dialogue with your workforce and residents with Facebook <br />Share your video content on YouTube<br />
  69. 69. Recruiting site selectors and prospects to online meetings<br />Fam tours consistently rank as the best communication tool you have. However, they are expensive, roughly 5-10K per participant. <br />Using standard tools that are free or &lt;$50 per month, you can have 5-10 prospects with you virtually.<br />Tools include Webex, GoTo Meeting, Fuze Meeting, Adobe Connect Pro<br />Set a schedule, one per month, and set a content schedule<br />Recruit using email and Linked In<br />Make the content “inside” information<br />Offer an incentive for Site Selectors to attend.<br />Consider private, one on one meetings as well. <br />Record the presentation, post your content on Slideshare and YouTube, then embed in your website. <br />
  70. 70. Using LinkedIn for prospecting Step 1: Build your profile<br />Education and expertise<br />Clients you have worked with<br />Full contact information <br />Link/address to Twitter page<br />Link to your website<br />Slideshare “Slidespace” <br />Membership groups (groups joined)<br />Upcoming and past events<br />Upcoming sales trips (as events)<br />
  71. 71. Using LinkedIn for prospecting Step 2: Build your contact list <br />Inventory contacts associated with past deals<br />Inventory industry specific contacts<br />As a team, set territories<br />Import lists into Outlook<br />Import contacts from Outlook into Linked In<br />Write a personalized invitation – keep it simple. <br />Send invitations to those you know well en masse<br />Work your 1st degree connections to gain introductions to others on your list<br />
  72. 72. Using LinkedIn for prospecting Step 3:Working your network<br />Status updates 2-3x per week, relevant, inside information<br />Join Groups where prospects are, such as http://biopharmnetwork.org/, which has 70,000 + members<br />SlideShareof new content, like www.slideshare.net/wright0405<br />Posting news in Groups<br />Hosting and joining events<br />
  73. 73. Use Twitter to engage your investors and community stakeholders, and to share information about your community <br /><ul><li>Twitter is not yet an established prospecting tool.
  74. 74. However, it is used by influencers, and while at work.
  75. 75. It is an outstanding tool for breaking news, and your community partners, investors, and other stakeholders will follow you.
  76. 76. Judge the success of your Tweeting by a few factors:
  77. 77. How many followers you have
  78. 78. How often you Tweet (one or two times a day)
  79. 79. How frequently you are Re-Tweeted
  80. 80. Traffic you get to your site from Twitter posts.
  81. 81. Use an insider, “edgy” tone to your posts.
  82. 82. Break real news with it…otherwise none will follow</li></li></ul><li>Integrate Social Media and sharing into your website<br />Update the content on your website or blog more than weekly<br />Integrate “Add this” or “ShareIt” features into your site<br />Introduce LinkedIn, Facebook, and Twitter icons on your site<br />http://www.gallup.com/Home.aspx<br />
  83. 83. Extend your inbox by using Xobni and LinkedIn Dashboard<br />Your email inbox is the main source of your online relationships. <br />Microsoft and LinkedIn know this, and have given you tools to extend email into Social Media. <br />Check out LinkedIn and www.Xobni.com<br />http://www.linkedin.com/static?key=outlook_toolbar_download&trk=hb_ft_otool<br />http://www.xobni.com/<br />
  84. 84. Start blogging – or else you will be swallowed up by hyperlocal content <br />There are over 200,000,000 blogs in the world today, according to SocialNomics. <br />The growth of blogs is largely due to how easy they are to update. <br />Blogs tend to present the unvarnished content that many folks want, and now most of us trust. <br />
  85. 85. Develop a relationship with your workforce using Facebook<br />The size of the facebook community is too large to ignore<br />facebook does have some mixing of business and personal content<br />Expect facebook to move more into LinkedIn’s space over time<br />
  86. 86. Share your video content on YouTube<br />Video is proven to increase audience engagement. <br />Nearly all of us have video of some kind, and a third of us already have video on our websites. <br />Video has gotten easier to produce. <br /><ul><li>Some professional productions use a digital camera that costs less than $1,000
  87. 87. Mac computers come standard with Final Cut Pro, more than what you need to edit in house</li></ul>Users will grow to expect video: In the past month, 25 percent of Americans watched a short video…on their phone. <br />
  88. 88. Example YouTube Channel for Economic Development<br />
  89. 89. Wrap up: Eight things you should be doing with Social Media today<br />Use a variety of tools to recruit Site Selectors and prospects to online meetings fam tours. <br />Develop a dedicated approach to using LinkedIn for prospecting <br />Use Twitter to engage your investors and community stakeholders, and to share information about your community <br />Integrate Social Media and sharing into your websites<br />Extend your inbox by using Xobni and LinkedIn Dashboard<br />Start blogging – or else you will be swallowed up by hyperlocal content <br />Develop a dialogue with your workforce and residents with Facebook <br />Share your video content on YouTube<br />
  90. 90. 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 />benw@Atlas-Advertising.com<br />www.Atlas-Advertising.com<br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />

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