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and others at:
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Meeting Agenda
1. Your presenters today

2. Recap of last session
–

A look at score cards
•

Choose New Jersey

•

Nashvi...
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YOUR PRESENTERS TODAY

http://www.linkedin.com/in/laithwardi

https://twitter.com/GuillermoMazier/statu...
A RECAP OF LAST SESSION –
MARKETING METRICS THAT
MATTER
EXAMPLES OF GOOD SCORE CARDS OR METRICS REPORTING:
CHOOSE NEW JERS...
Current CNJ Metrics

Conversation includes: Hand-offs, Site Consultants, Site Visits and RFIs
2012 Actual

2013 YTD

2013 ...
9
BENCHMARK YOUR
PERFORMANCE TODAY
Get the report:

http://www.slideshare.net/wright04
05/atlas-high-performanceeconomic-dev...
Formative Idea for Today’s Session
”Prospects (Site Selectors,
Companies, Talent) are now in control
of when and how they ...
HOW OLD ARE
YOU?

POLL QUESTION:

WE WONT
TELL…..

12
Poll Question: What % is social
media part of your business
retention and expansion program?

13
Poll Question: What is the most
effective social media tool for your
business retention and expansion
program?

14
Poll Question: Has anyone ever
thanked or helped anyone using
social media?

15
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BR&E FROM 30,000 FT

16
Customer Retention 101
Customer retention is the activity that a selling
organization undertakes in order to reduce
custom...
Customer retention is
relationship based.

18
Source: Peppers and Rodgers
It occurs when you consistently
meet customer expectations.

19
Source: Peppers and Rodgers
Customer profitability/ROI
increases over the life of a
retained customer.

20
Source: Emmet and Mike Murphy
It costs 6-7X more to acquire a
new customer versus retaining an
existing one.

21
Source: Bain and Company
It takes 12 positive customer
experiences to overcome a
negative one.

22
Source: Understanding Customers by Rudy Newell-L...
Negative experiences are
shared almost 2-to-1 over
positive ones.

23
Source: AMEX Global Customer Service Barometer
96% of dissatisfied customers
never hit the radar screen. They
suffer quietly.

24
Source: Harris Interactive 2011
70% of customers will do
business with you again if
resolve their complaints.

25
Source: Understanding Customers by Rudy ...
68% of customers leave
because they think you don’t
care about them.

26
Source: Rockefeller Corporation
Word of mouth feedback is
trusted 84%. On line
feedback is trusted 68%.

27
Source: Social Media Today
Economies throughout the globe have
changed fundamentally since the
recent ‘great recession.’

28
Companies, today, are operating at
warp speed in largely unfamiliar and
unforgiving markets.

29
The global economy and its private
sector companies are redefining the
‘rules of engagement’ for us.

30
Their realities have changed.
Our approach must too.

31
No where is this more evident than
in business retention and
expansion.

32
Strategies and tactics that worked a
few years ago are failing today.

33
Survey-based BR&E is not agile
enough for globally competitive
markets and companies today.

34
A Static Approach…

35
With Other Limitations…

Time Intensive
Resource Intensive
Dependent on Outreach Skills
Limited Scope/Impact

36
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DYNAMIC
BR&E AND THE ROLE OF
SOCIAL MEDIA
37
A Layered Approach
100+
Social Media
Business Walks
Focus Groups
High Value Content
Traditional Outreach 1
38
A Dynamic Approach

39
Social Media

is Media
40
MESSAGE

What you have to say
How you want to say it
Your audience
The medium/channel

41
REACH

Targeted to a single person
For a specific group(s)
For a mass market audience

42
FREQUENCY

Hourly
Daily
Weekly
Monthly

43
COST

Budget factors
Definition of success
Desired ROI
Ability to leverage resources

44
MIX

Other social media
Traditional mass media
BRE outreach and events

45
ADOPTION

Listening/learning
Sharing/caring
Testing the waters
Pushing the agenda
Reinforcing the brand/image

46
Source: ...
TOP 100 METRO EDO’S

75% on

71% on
69% have a profile
51% have a group
47
Source: Development Counsellors International (...
2013 SEARCH

2013 SEARCH VOLUME

ECONOMIC DEVELOPMENT
BUSINESS RETETION

2,930,000
180,000

48
Source: YouTube
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5 TIPS TO ENHANCE YOUR BR&E
EFFORTS THROUGH SOCIAL MEDIA

49
Economic Development is a
Spectrum of Activities

50
1. EXTEND BRANDING EFFORTS
• 90% of the Site Selection process starts
online
• Google has evolved from a 1996 research
pro...
2. MIND YOUR COMMUNITY’S
BUSINESS…
•

•
•
•

Social media can be a
connection between you and
your clients -- a constant
p...
MIND YOUR COMMUNITIES
BUSINESS (cont)…

UNDERSTAND WHY SMALL BUSINESSES ARE
USING SOCIAL MEDIA AND HOW YOU CAN
LEVERAGE TH...
3. FOCUS ON YOUR CORE
COMPANIES
Define and articulate your value
proposition via social media.
Engage your clients (busine...
A LOOK AT SARATOGA COUNTY
http://blog.atlas-advertising.com/?p=2637

55
4. CREATE A SOCIAL MEDIA
CONTENT STRATEGY
• Create a comprehensive strategy on
how you will connect to your existing
busin...
BUILD DYNAMIC CONTENT
• Dynamic content is content that caters specifically to the viewer,
letting you provide relevant in...
HOW ONE EDO DOES IT.

58
A GOOD BLOG EXAMPLE

http://blog.columbusregion.com
59
A CONTENT MARKETING
SCHEDULE FOR BUSINESS
RETENTION AND EXPANSION
BONUS Poll Question: What is a
hashtag (#) ?

61
A NOTE ON HASHTAGS..

62
5.USE SOCIAL MEDIA
TO DRIVE TRAFFIC TO
YOUR WEBSITE
• Use social media to drive
traffic to your site and
provide solutions...
64
A LinkedIn Case Study
Funders

B

F

Board Members

Talented Employees
Supporters
T
S

V

Skilled
Volunteers

LinkedIn helps connect you to the ...
LEVERAGING LINKEDIN’S NETWORK
F

Strengthen relationships
with funders

An introduction to a local
foundation

B

Find the...
F

BUILD RELATIONSHIPS WITH FUNDERS

Chances are you have connections to many of the funders you are
currently pursuing. U...
B

QUICKLY CONNECT WITH COMPANIES AND BOARD
MEMBERS

LinkedIn makes it easy to explore your existing connections to find
p...
V

FIND COMMUNITY VOLUNTEERS

Looking for a particular skill set? Interested in building relationships
with volunteers fro...
T

IDENTIFY TOP TALENT FOR YOUR ORGANIZATION

With LinkedIn you can use “advanced search” to identify potential
candidates...
S

BUILD MEANINGFUL SUPPORTIVE RELATIONSHIPS WITH
COMPANIES

LinkedIn is a vibrant community with hundreds of millions of
...
SOCIAL MEDIA PUBLISHING SCHEDULE FOR:
ECONOMIC DEVELOPMENT MARKETERS .
Click here to Download:

http://atlas-advertising.c...
Questions

74
Thank you!
Contact information:
1128 Grant St.
Denver, CO 80205
Contact: Guillermo Mazier
t: 303.292.3300 x 232
Guillermom...
Supercharging Business Retention and Expansion with Social Media
Supercharging Business Retention and Expansion with Social Media
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Supercharging Business Retention and Expansion with Social Media

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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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Transcript of "Supercharging Business Retention and Expansion with Social Media"

  1. 1. 1
  2. 2. Insert CTA Header Download this presentation and others at: http://atlas-advertising.com/community-marketingpresentations.aspx
  3. 3. Meeting Agenda 1. Your presenters today 2. Recap of last session – A look at score cards • Choose New Jersey • Nashville 3. A Formative idea for today’s session 4. BR&E from 30,000 feet 5. What are 5 Tips that we can implement to enhance our BR&E Efforts through social media? 6. A Practical Takeaway – Example LinkedIn 3 7. Social Media Calendar for BR&E
  4. 4. Insert CTA Header YOUR PRESENTERS TODAY http://www.linkedin.com/in/laithwardi https://twitter.com/GuillermoMazier/status /393872715871825920/photo/1 4
  5. 5. A RECAP OF LAST SESSION – MARKETING METRICS THAT MATTER EXAMPLES OF GOOD SCORE CARDS OR METRICS REPORTING: CHOOSE NEW JERSEY NASHVILLE
  6. 6. Current CNJ Metrics Conversation includes: Hand-offs, Site Consultants, Site Visits and RFIs 2012 Actual 2013 YTD 2013 Goal Website Visits 11,686 6,930 20,000 Conversations 176 163 Jobs Announced 5126 Capital Investment $443,100,608 Average EDO Top Performers By Size 29,181 58,740 NA 148 130 110 NA 1,768 10,496 $13,969,310 NA $244,696,502 $457,858,333
  7. 7. 9
  8. 8. BENCHMARK YOUR PERFORMANCE TODAY Get the report: http://www.slideshare.net/wright04 05/atlas-high-performanceeconomic-development-white-paper Take the survey to participate: http://atlasadvertising.com/CommunityBenchmarking-Study.aspx 10
  9. 9. 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” 11
  10. 10. HOW OLD ARE YOU? POLL QUESTION: WE WONT TELL….. 12
  11. 11. Poll Question: What % is social media part of your business retention and expansion program? 13
  12. 12. Poll Question: What is the most effective social media tool for your business retention and expansion program? 14
  13. 13. Poll Question: Has anyone ever thanked or helped anyone using social media? 15
  14. 14. Insert CTA Header BR&E FROM 30,000 FT 16
  15. 15. Customer Retention 101 Customer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company’s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace. 17 Source: Impact Learning Systems
  16. 16. Customer retention is relationship based. 18 Source: Peppers and Rodgers
  17. 17. It occurs when you consistently meet customer expectations. 19 Source: Peppers and Rodgers
  18. 18. Customer profitability/ROI increases over the life of a retained customer. 20 Source: Emmet and Mike Murphy
  19. 19. It costs 6-7X more to acquire a new customer versus retaining an existing one. 21 Source: Bain and Company
  20. 20. It takes 12 positive customer experiences to overcome a negative one. 22 Source: Understanding Customers by Rudy Newell-Legner
  21. 21. Negative experiences are shared almost 2-to-1 over positive ones. 23 Source: AMEX Global Customer Service Barometer
  22. 22. 96% of dissatisfied customers never hit the radar screen. They suffer quietly. 24 Source: Harris Interactive 2011
  23. 23. 70% of customers will do business with you again if resolve their complaints. 25 Source: Understanding Customers by Rudy Newell-Legner
  24. 24. 68% of customers leave because they think you don’t care about them. 26 Source: Rockefeller Corporation
  25. 25. Word of mouth feedback is trusted 84%. On line feedback is trusted 68%. 27 Source: Social Media Today
  26. 26. Economies throughout the globe have changed fundamentally since the recent ‘great recession.’ 28
  27. 27. Companies, today, are operating at warp speed in largely unfamiliar and unforgiving markets. 29
  28. 28. The global economy and its private sector companies are redefining the ‘rules of engagement’ for us. 30
  29. 29. Their realities have changed. Our approach must too. 31
  30. 30. No where is this more evident than in business retention and expansion. 32
  31. 31. Strategies and tactics that worked a few years ago are failing today. 33
  32. 32. Survey-based BR&E is not agile enough for globally competitive markets and companies today. 34
  33. 33. A Static Approach… 35
  34. 34. With Other Limitations… Time Intensive Resource Intensive Dependent on Outreach Skills Limited Scope/Impact 36
  35. 35. Insert CTA Header DYNAMIC BR&E AND THE ROLE OF SOCIAL MEDIA 37
  36. 36. A Layered Approach 100+ Social Media Business Walks Focus Groups High Value Content Traditional Outreach 1 38
  37. 37. A Dynamic Approach 39
  38. 38. Social Media is Media 40
  39. 39. MESSAGE What you have to say How you want to say it Your audience The medium/channel 41
  40. 40. REACH Targeted to a single person For a specific group(s) For a mass market audience 42
  41. 41. FREQUENCY Hourly Daily Weekly Monthly 43
  42. 42. COST Budget factors Definition of success Desired ROI Ability to leverage resources 44
  43. 43. MIX Other social media Traditional mass media BRE outreach and events 45
  44. 44. ADOPTION Listening/learning Sharing/caring Testing the waters Pushing the agenda Reinforcing the brand/image 46 Source: Dynamic Small Business Network
  45. 45. TOP 100 METRO EDO’S 75% on 71% on 69% have a profile 51% have a group 47 Source: Development Counsellors International (DCI)
  46. 46. 2013 SEARCH 2013 SEARCH VOLUME ECONOMIC DEVELOPMENT BUSINESS RETETION 2,930,000 180,000 48 Source: YouTube
  47. 47. Insert CTA Header 5 TIPS TO ENHANCE YOUR BR&E EFFORTS THROUGH SOCIAL MEDIA 49
  48. 48. Economic Development is a Spectrum of Activities 50
  49. 49. 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. 51
  50. 50. 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 52
  51. 51. MIND YOUR COMMUNITIES BUSINESS (cont)… UNDERSTAND WHY SMALL BUSINESSES ARE USING SOCIAL MEDIA AND HOW YOU CAN LEVERAGE THAT FOR ECONOMIC DEVELOPMENT 53 The State Of Social Media Use In Small Business Infographic Infographic. State of small business report 2012
  52. 52. 3. FOCUS ON YOUR CORE COMPANIES Define and articulate your value proposition via social media. Engage your clients (businesses) in whatever phase of the business cycle they are in Expansion and Growth Rebuilding 54 Workforce Acquisition Downsizing and Survival
  53. 53. A LOOK AT SARATOGA COUNTY http://blog.atlas-advertising.com/?p=2637 55
  54. 54. 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 56
  55. 55. BUILD DYNAMIC CONTENT • Dynamic content is content that caters specifically to the viewer, letting you provide relevant information whether they’re a prospect, lead, or even a internal stakeholder. As a result, it provides the opportunity for you to be a champion of “context” — providing the right content at the right time. • 144.8 billion - that’s the number of emails sent every day, according to Mashable. • Businesses that regularly blog receive 55% more web traffic and 70% more leads than those that don’t. Why? Because blogs are like chum for Google and other search engines. They’re the bait that reels in customers when they’re searching the Web 57
  56. 56. HOW ONE EDO DOES IT. 58
  57. 57. A GOOD BLOG EXAMPLE http://blog.columbusregion.com 59
  58. 58. A CONTENT MARKETING SCHEDULE FOR BUSINESS RETENTION AND EXPANSION
  59. 59. BONUS Poll Question: What is a hashtag (#) ? 61
  60. 60. A NOTE ON HASHTAGS.. 62
  61. 61. 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 GRAND RAPIDS,MI http://t.co/C1cmH8Ieca 63
  62. 62. 64
  63. 63. A LinkedIn Case Study
  64. 64. Funders B F Board Members Talented Employees Supporters T S V Skilled Volunteers LinkedIn helps connect you to the network you need to achieve your mission
  65. 65. LEVERAGING LINKEDIN’S NETWORK F Strengthen relationships with funders An introduction to a local foundation B Find the right quality board member quickly A board member with strategic consulting experience V Recruit talented professional volunteers A graphic designer to re-brand your materials T Identify top talent to work for your organization/ A new Development Director S Build your brand and spark dialogue among supporters Professionals following your organization’s LI page
  66. 66. F 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? You Your Funder
  67. 67. B 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
  68. 68. V 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. A strategy consultant to help build your 3-year plan LinkedIn Confidential ©2013 All Rights Reserved A part-time accountant to maintain your books A graphic designer to create a new logo
  69. 69. T 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
  70. 70. S 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.
  71. 71. SOCIAL MEDIA PUBLISHING SCHEDULE FOR: ECONOMIC DEVELOPMENT MARKETERS . Click here to Download: http://atlas-advertising.com/media/docs/ClientResources/Atlas_Social_Media_Publishing_Schedule_Te 73 mplate.xls
  72. 72. Questions 74
  73. 73. 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 75
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