Introduction to Social Media for Economic Development


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Introduction to Social Media for Economic Development

  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, 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 48+ different economic development clients in 26 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. Outline <br />Why Social Media is important<br />Overview of Social Media tools<br />Social Media and Economic Development<br />Social Media and Business Recruitment <br />Self Directed Training: Using LinkedIn for Business Recruitment <br />Building profiles<br />Building your network<br />Working your network<br />Self directed assignment<br />Wrap up<br />
  4. 4. What is Social Media? <br />
  5. 5. 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 />
  6. 6. Why is all of this happening? <br /><ul><li>Our email inboxes are overcrowded
  7. 7. We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda.
  8. 8. We are all voyeurs at heart
  9. 9. We miss our high school friends?</li></li></ul><li>Why all of this seems so simple…<br />
  10. 10. Why Social Media is important<br />
  11. 11. Growth of Social Media (Pew Internet & American Life) <br />
  12. 12. Interactive Advertising Predictions (Forrester)<br />
  13. 13. Overview of Social Media Tools<br />
  14. 14. Overview of Web 2.0 and communication types<br /><ul><li>“Push”
  15. 15. Email
  16. 16. Websites
  17. 17. Blogs
  18. 18. Direct mail
  19. 19. You Tube
  20. 20. Podcasts
  21. 21. “Pull”
  22. 22. RSS
  23. 23. I-Tunes
  24. 24. “Connect”
  25. 25. Facebook
  26. 26. LinkedIn
  27. 27. Forums</li></li></ul><li>About LinkedIn<br /><ul><li>“A professional network of trusted</li></ul> contacts.” <br /><ul><li>42 Million plus users worldwide, in 170 industries and 200 countries
  28. 28. Execs in of the Fortune 500
  29. 29. 60% of incomes over $93,000
  30. 30. Segments:
  31. 31. Executives: 28%
  32. 32. Networkers/Consultants: 30%
  33. 33. Late Adopters: 22%
  34. 34. Exploring options: 20%
  35. 35. 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
  36. 36. Your Contacts
  37. 37. Your Connections
  38. 38. Status updates
  39. 39. Groups
  40. 40. InMail Feature
  41. 41. Applications
  42. 42. Advertising
  43. 43. Mobile Access</li></li></ul><li>Finding people using Google/ LinkedIn<br />
  44. 44. About Facebook<br /><ul><li>“Facebook helps you connect and share with the people in your life.”
  45. 45. More than 200 million active users, 100 million once a day
  46. 46. More than two-thirds of Facebook users are outside of college
  47. 47. Average user has 120 friends on the site
  48. 48. More than 900 million photos uploaded to the site each month
  49. 49. More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
  50. 50. About 70% of Facebook users are outside the United States </li></li></ul><li>Key Features of Facebook<br /><ul><li>Your Profile
  51. 51. Your Friends
  52. 52. Status Updates
  53. 53. Inbox
  54. 54. Applications
  55. 55. Advertising
  56. 56. 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?”
  57. 57. Usage up 1300% in last 12 months</li></li></ul><li>19<br />Twitter<br /><ul><li>Your profile
  58. 58. Who you follow
  59. 59. Who follows you
  60. 60. Mobile access</li></ul><br />
  61. 61. Social Media and Economic Development <br />
  62. 62. Social Media tactics for recruitment <br />Build each BDR’s LinkedIn network of past deals, site selectors and local brokers, and prospects<br />Build industry-specific networks of prospects and past deals according to each BDR’s industry focus<br />Seed those relationships with the following content regularly<br />Slide share presentations of new data<br />Virtual familiarization tours<br />Other events<br />
  63. 63. Social Media tactics for retention and investor relations<br />Same LinkedIn tactics as for recruitment<br />Add a Twitter feed and consider industry-specific Twitter feeds, as well as organizational updates, that can augment monthly or quarterly email<br />Focus on posting current, relevant information along with a link to a story or download<br />Designate a marketing representative to post 2-3 times daily <br />Set an edgy, “insider” tone with your posts. <br />
  64. 64. Social Media tactics for workforce recruitment <br />Use Facebook as the primary tool, supported by a blog<br />Remove the GPEC brand in favor of a Phoenix wide community persona<br />Post about:<br />Networking opportunities<br />YP events<br />Job opportunities<br />Hot spots around town<br />New developments<br /> Stay away from:<br />Latest economic data<br />Organizational announcements about GPEC<br />
  65. 65. Social Media for Business Recruitment<br />
  66. 66. Who is the audience, and what are they looking for?<br />Site selection professionals<br />Corporate real estate execs<br />CEO’s <br />Media <br />Other<br />
  67. 67. What Industries are Most Actively Expanding or Relocating Today?<br />
  68. 68. What Events are Spurring Expansion or Relocation Today?<br />
  69. 69. What are the Top Five Decision Making Criteria for your Clients in Selecting a Location Today?<br />
  70. 70. What Was the Most Important Thing an Economic Development Organization Did For You in 2008?<br />
  71. 71. What Advice Can You Give EDO’s today? <br />Stick To The Basics<br />ED is about Networking, Get Out Of Your Office<br />Do Something Outrageous<br />Be prepared with all the facts<br />Focus On Retention<br />Be experts in your targeted industries<br />
  72. 72. How Important are each of the Following as Sources of Information when Learning about a Community?<br />Scored on a 5 point scale.<br />
  73. 73. When in the relationship building cycle should you use Social Media?<br /> Stay in front of businesses with slide share, Twitter feeds<br /> Being in their network, having a blog<br /> Maintaining a blog, website, wikis of business info<br /> Coordination with local partners through Twitter <br /> Giving others in the company the ability to learn about the community through blogs, groups, etc<br />
  74. 74. Self Directed Training: Using LinkedIn for Business Recruitment <br />
  75. 75. Building profiles<br />Education and expertise<br />Clients you have worked with<br />Full contact information <br />Link/address to Twitter page<br />Link to GPEC website<br />Slideshare “Slidespace” <br />Membership groups (groups joined)<br />Upcoming and past events<br />Upcoming sales trips (as events)<br />
  76. 76. Building your contact list and your connections<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 />
  77. 77. Working your network<br />Status updates<br />Joining Groups<br />Slide share of new content<br />Posting news in Groups<br />Hosting and joining events<br />
  78. 78. Self Directed Assignment <br />Set a goal for network size and coverage<br />Inventory and categorize your contacts<br />Import into outlook, then LinkedIn<br />Set a goal for growing your network<br />Send out one mass invitation<br />Work key connections to grow your network. <br />Next: Working the network<br />
  79. 79. Wrap up<br />Social media extends the reach and influence of you and your organization. <br />Because social media is evolving, you can use it now and get great results. It will not be this way for long. <br />By cutting through the confusion on focusing on the right tactics, you can save time. <br />Unlike traditional marketing, your agency or marketing staff can’t do this for you. <br />
  80. 80. 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 />