Social Media for Economic Development


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Social Media for Economic Development

  1. 1. Northland Connection<br />Website Review and Agency Capabilities<br />
  2. 2. Effective Ways to Use Social Media for Economic Development<br />
  3. 3. About Atlas Advertising<br /> We help economic developers reach national and international prospects and site selectors<br /> We deliver branding, website development, GIS mapping, research, social media and creative services<br /> We build best-in-class products to simplify online marketing for economic development<br /> Our agency is led by a former economic development practitioner and has worked with 50+ ED clients in 30 states<br /> Our campaigns generate an average of three to ten times the response of other campaigns<br />
  4. 4. Featured Clients<br />Indy Partnership<br />Hoosier Energy<br />State of Ohio<br />City of San Francisco<br />Greater Phoenix Economic Council<br />TREO (Tucson)<br />
  5. 5. Outline <br />A conversation about social media<br />Why social media is important<br />The Atlas Report: social media use by site selectors<br />What’s stopping us?<br />Where to start<br />Overview of social media tools<br />Who does social media well?<br />Parting thoughts<br />Questions?<br />
  6. 6. Why are you interested in social media?<br />
  7. 7. A few answers…<br /><ul><li>I want to be relevant
  8. 8. I don’t want to get left behind
  9. 9. Everyone’s talking about it and I know there’s something to it, I just don’t know what yet!
  10. 10. I’m not sure: what’s the value?</li></li></ul><li>What is Social Media? <br />
  11. 11. Social Media is…<br /><ul><li> Social media is contentThink of social media as another way to spread your organization’s key messages and to put yourself on the online map.
  12. 12. Social media is a conversationThink of social media as another way to connect with your prospects and provide superior customer service, as well as address their concerns.</li></li></ul><li>Why Social Media is important<br />
  13. 13. Growth of Social Media (Pew Internet & American Life) <br />
  14. 14. Do you believe the hype?<br />Here’s a look at Google search returns for “social media” over the past few years: <br /><ul><li>2005: 9,150,000
  15. 15. 2006: 41,600,000
  16. 16. 2007: 165,000,000
  17. 17. 2008: 359,000,000
  18. 18. 2009: 1,230,000,000 </li></li></ul><li>Do you believe the hype?<br />Here’s a look at Google search returns for “content strategy":<br /><ul><li>2006: 5,930,000
  19. 19. 2007: 8,340,000
  20. 20. 2008: 137,000,000
  21. 21. 2009: 337,000,000</li></li></ul><li>The Atlas Report: Social Media Use by Site Selectors<br />
  22. 22. What social networks or tools, if any, do you use?<br /> 71 % use LinkedIn, and just over 50% use facebook. <br />
  23. 23. How frequently do you use each?<br /> 72 % use some form of Social Media at least weekly. <br />
  24. 24. 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 learning myself.” <br />-A Site Selector, early October 2009<br />
  25. 25. So, what’s stopping us?<br />
  26. 26. A few answers…<br /><ul><li>I’m not sure we have the time
  27. 27. I don’t know where to start
  28. 28. I don’t know how to measure my results
  29. 29. What if it’s just a fad?
  30. 30. What if people say horrible things about us?
  31. 31. I don’t know what to say
  32. 32. I’m scared of the legal repercussions</li></li></ul><li>Is it just a fad?<br /><ul><li>Facebookis bigger than most countries
  33. 33. LinkedIn has 48 Million plus users worldwide, in 170 industries and 200 countries
  34. 34. Companies widely engaged in social media surpass their peers in both revenue and profits
  35. 35. Dell sold $3 million in computers on Twitter</li></li></ul><li>What about negative press?<br />Joining the conversation doesn’t create negative press. It <br />helps you manage 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 />
  36. 36. How do I measure my results?<br />“Why are we trying to measure social media like a traditional channel anyway? <br />Social media touches every facet of business and is more an extension of good <br />business ethics.” –Erik Qualman, author of Socialnomics<br />Like having a phone or an email system, ROI from social <br />media isn’t cut and dry. There are a few ways to slice it, <br />though:<br /><ul><li>How many website visits were driven by SM?
  37. 37. How many prospects, when asked, say they saw us on SM?
  38. 38. How many followers, fans and readers are hearing our messages?
  39. 39. How does this measure up against the cost or time we’re putting in?</li></li></ul><li>Where to start: effective use of social media in economic development<br />
  40. 40. Step one: identify your audience<br /><ul><li>Who are you trying to reach with social media?
  41. 41. Where are they spending their time online?
  42. 42. What do they want?</li></li></ul><li>Step two: make a plan<br /><ul><li>What do you want to get out of social media?
  43. 43. What will you say and how will you say it?
  44. 44. Taking your brand and messaging standards into account
  45. 45. Considering legal concerns
  46. 46. Considering your goals
  47. 47. Who will say it and who will own it?</li></li></ul><li>Step three: allot your resources<br />LINKEDIN<br />Initial Set Up:<br />
  48. 48. Step three: allot your resources<br />LINKEDIN<br />Ongoing Commitment:<br /> * Time is weekly total<br />
  49. 49. Step three: allot your resources<br />TWITTER<br />Initial Set Up:<br />Ongoing Commitment:<br />If you are have a blog or are updating your LinkedIn profile already, ongoing commitment for <br />Twitter may drop substantially.<br />
  50. 50. Step three: allot your resources<br />BLOGS<br />Initial Set Up:<br />Ongoing Commitment:<br />
  51. 51. Step three: allot your resources<br />If you do all three…<br />This: <br />Becomes this: <br />
  52. 52. Step four: say something<br />Once you have your plan, put it into action. Start posting, tweeting and commenting. And expect that reaching your goals will take time and great content. <br />When you’re posting, consider the goals you’ve set and the audience you’ve identified. You should always be asking yourself: what is my audience getting from this content? Make sure your audience always has a reason to return.<br />Everything you post or tweet or re-tweet should be integrated with your overall brand and goals. Social media isn’t a stand-alone tactic: it should connect with your website, your presentations and the way you speak to your prospects on the phone. Everything should feel consistent.<br />
  53. 53. Step four: say something<br />POSTING GUIDELINES<br /><ul><li>Be Authentic
  54. 54. Keep it simple
  55. 55. Think about your users
  56. 56. Think like your users</li></ul>"If your target audience isn't listening, it's not their fault, it's yours.”Seth Godin, Small is the New Big<br />
  57. 57. Overview of social media tools<br />
  58. 58. 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
  59. 59. Execs in all of the Fortune 500
  60. 60. 60% of incomes over $93,000
  61. 61. Segments:
  62. 62. Executives: 28%
  63. 63. Networkers/Consultants: 30%
  64. 64. Late Adopters: 22%
  65. 65. Exploring options: 20%
  66. 66. People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. </li></li></ul><li>What is the applicability of LinkedIn to your profession?<br /> 52.6% of site selectors say LinkedIn has good application to the site selection profession. <br />
  67. 67. About Facebook<br /><ul><li>“Facebookhelps you connect and share with the people in your life.”
  68. 68. More than 300 million active users, 150 million once a day
  69. 69. More than two-thirds of facebook users are outside of college
  70. 70. Average user has 120 friends on the site
  71. 71. More than 900 million photos uploaded to the site each month
  72. 72. More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
  73. 73. About 70% of facebook users are outside the United States. See map:</li></li></ul><li>What is the applicability of facebook to your profession?<br /> 60% of site selectors say facebook has no/very little applicability to the site selection profession. <br />
  74. 74. 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?”
  75. 75. Usage up 1300% in 2009
  76. 76. Fastest growing site in the Member Communities category at 1,382%.
  77. 77. Tweeters are not primarily teens or college students as you might expect:
  78. 78. 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.
  79. 79. The majority of people visit while at work, with 62 percent ofthe audience accessing the site from work</li></li></ul><li>What is the applicability of Twitter to your profession?<br /> 63.6% of site selectors say Twitter has no/very little applicability to the site selection profession. <br />
  80. 80. About Blogs<br /><ul><li>Blogs provide frequently updatedcontent on a specific topic
  81. 81. There are over 200,000,000 blogs online
  82. 82. Blogs tend to rank high in search
  83. 83. 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
  84. 84. Blogs, in 2008, had 77.7 million unique visitors</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
  85. 85. Flickr also supports video upload
  86. 86. As of October 2009, it hosts more than 4 billion images
  87. 87. Flickr is owned by Yahoo!
  88. 88. Flickr photos can be embedded on websites and in blogs</li></li></ul><li>Social Media, Well Done<br />
  89. 89. Who does social media well?<br />Metro Denver EDC<br /><ul><li> Outstanding blog, mostly written by their Executive VP
  90. 90. Insider tone
  91. 91. Outstanding use of Twitter – 2,700 followers
  92. 92. Tweeting 4-6 times a day</li></ul><br />
  93. 93. What you can learn from Metro Denver<br /><ul><li>You can grow your sphere of influence by using social media
  94. 94. Your executive should be involved
  95. 95. Your blog should be open and honest
  96. 96. Use a tone that is personal and connects you to your stakeholders
  97. 97. Take a leadership role in getting information out about your community</li></li></ul><li>Who does social media well?<br />Kansas City Area Development Council<br /><ul><li> 122-member LinkedIn group for investor</li></ul>Boston World Partnerships<br /><ul><li> Frequently updated blog
  98. 98. Concise posts
  99. 99. Integration of MassChallenge startup competition Twitter account on blog</li></ul><br />
  100. 100. Today’s opportunities<br /><ul><li>Social media is content. It’s another channel for promoting your community, your organization and your expertise
  101. 101. Content is still king: the more of it you have, and the better it’s displayed, the better your organization will do online
  102. 102. Be strategic about your content: the better you plan, the better you’ll do</li></li></ul><li>Parting thoughts…<br /><ul><li>Effective use of social media in economic development means:
  103. 103. Understanding your audience
  104. 104. Planning ahead
  105. 105. Allotting appropriate resources
  106. 106. Saying something worthwhile</li></ul>”[Online] you don’t have a captive audience. You have a multi-tasking, distracted, ready-to-leave-your-site-at-any-time audience who has very specific goals in mind. If your content doesn’t meet those goals, and quickly, they will leave. Period.” –Kristina Halvorson, Content Strategy<br />
  107. 107. To view our presentations:<br />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 />
  108. 108. Questions? Comments?<br />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 />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />