Northland Connection<br />Website Review and Agency Capabilities<br />
Effective Ways to Use Social Media for Economic Development<br />
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 />
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 />
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 />
Everyone’s talking about it and I know there’s something to it, I just don’t know what yet!
I’m not sure: what’s the value?</li></li></ul><li>What is Social Media? <br />
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.
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 />
Growth of Social Media (Pew Internet & American Life) <br />
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
2009: 337,000,000</li></li></ul><li>The Atlas Report: Social Media Use by Site Selectors<br />
What social networks or tools, if any, do you use?<br /> 71 % use LinkedIn, and just over 50% use facebook. <br />
How frequently do you use each?<br /> 72 % use some form of Social Media at least weekly. <br />
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 />
I’m scared of the legal repercussions</li></li></ul><li>Is it just a fad?<br /><ul><li>Facebookis bigger than most countries
LinkedIn has 48 Million plus users worldwide, in 170 industries and 200 countries
Companies widely engaged in social media surpass their peers in both revenue and profits
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 />
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?
How many prospects, when asked, say they saw us on SM?
How many followers, fans and readers are hearing our messages?
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 />
Step one: identify your audience<br /><ul><li>Who are you trying to reach with social media?
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 />
Step three: allot your resources<br />LINKEDIN<br />Ongoing Commitment:<br /> * Time is weekly total<br />
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 />
Step three: allot your resources<br />BLOGS<br />Initial Set Up:<br />Ongoing Commitment:<br />
Step three: allot your resources<br />If you do all three…<br />This: <br />Becomes this: <br />
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 />
Step four: say something<br />POSTING GUIDELINES<br /><ul><li>Be Authentic
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 />
About Facebook<br /><ul><li>“Facebookhelps you connect and share with the people in your life.”
More than 300 million active users, 150 million once a day
More than two-thirds of facebook users are outside of college
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=234513010483&ref=mf</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 />
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?”
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 the site’s audience.
The majority of people visit Twitter.com 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 />
About Blogs<br /><ul><li>Blogs provide frequently updatedcontent on a specific topic
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
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
Use a tone that is personal and connects you to your stakeholders
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 partnerswww.thinkkc.com/blog</li></ul>Boston World Partnerships<br /><ul><li> Frequently updated blog
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 />
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 />
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 />gigig@Atlas-Advertising.com<br />www.Atlas-Advertising.com<br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.