Ed Solutions + Atlas Social Media Webinar 15 July09


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The Role of Social Media in Economic Development was used in a webinar and covered-
* Why Social Media is important
* Overview of Social Media tools
* Social Media and Economic Development
* Social Media and Business Recruitment
* Social Media and Retention
* Social Media for Tourism Development
* Discussion/Wrap up

if you want to purchase a copy of the recorded session- visit www.SolutionsED.com marketplace page

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Ed Solutions + Atlas Social Media Webinar 15 July09

  1. 1. 1<br />Social Media’s RoleinEconomic Development<br />Mark J. James, CEcD<br />Principal<br />ED Solutions, Inc.<br />3730 Perennial Lane<br />Powell, OH 43065<br />614.792.9102<br />614.578.6702 (c)<br />866.288.9597 (e-fax)<br />Mark.James@solutionsED.com<br />www.SolutionsED.com<br />http://www.linkedin.com/in/edsolutions<br />http://twitter.com/EcoDev<br />ben wright<br />ceo<br />Atlas Advertising<br />Email<br />Web<br />LinkedIn Profile<br />LinkedIn Group<br />Twitter<br />Blog<br />
  2. 2. Professional Learning Laboratory<br />Affiliates for this webinar-<br />
  3. 3. 1. Viewer Window<br />2. Control Panel<br />
  4. 4. ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. <br />We provide-<br /><ul><li>Web site review and analysis
  5. 5. Web redesign strategies and advisory services
  6. 6. Contact management solutions
  7. 7. A variety of other technology solutions for the profession
  8. 8. Training services to the economic development profession.
  9. 9. Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com. </li></ul>ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. <br /> 2009 © ED Solutions, Inc.<br />4<br />About ED Solutions, Inc.<br />
  10. 10. About Atlas Advertising<br />Atlas builds landmark brands in economic development. We have been successful by never settling for obvious or tired approaches to advertising, and we work best with clients who want their brand, GIS applications, and websites to work harder for them. <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. Ben Wright, our CEO is a frequent speaker at national and regional economic development conferences, and through the International Economic Development Council. <br />Featured clients:<br />Indy Partnership<br />State of Ohio<br />Team New England<br />Savannah EDA<br />Tucson Regional Economic Opportunities<br />
  11. 11. 2009 © ED Solutions, Inc.<br />6<br />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 />Social Media and Retention<br />Social Media for Tourism Development<br />Discussion/Wrap up<br />
  12. 12. 2009 © ED Solutions, Inc.<br />7<br /><ul><li>Speed</li></ul>Why is it important<br />to use technology<br />in <br />Economic Development?<br /><ul><li>Efficiency
  13. 13. Differentiation</li></li></ul><li> 2009 © ED Solutions, Inc.<br />8<br />Social Media Definition<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 />
  14. 14. 2009 © ED Solutions, Inc.<br />9<br />Why is this all happening?<br />Our email inboxes are overcrowded.<br />We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda. <br />Media no longer controls the means of production for distributing information. <br />We are all voyeurs at heart.<br />We miss our high school friends?<br />
  15. 15. 2009 © ED Solutions, Inc.<br />10<br />Growth of Social Media (Pew Internet & American Life)<br />
  16. 16. 2009 © ED Solutions, Inc.<br />11<br />Interactive Advertising Predictions (Forrester)<br />
  17. 17. 2009 © ED Solutions, Inc.<br />12<br />Why all of this seems so simple…<br />
  18. 18. 2009 © ED Solutions, Inc.<br />13<br />Overview of Social Media Tools<br />
  19. 19. 2009 © ED Solutions, Inc.<br />14<br />Three Main Web 2.0 communication types<br />“Push”<br />Email<br />Websites<br />Blogs<br />Direct mail<br />You Tube<br />Podcasts<br />“Pull” <br />RSS<br />I-Tunes<br />“Connect”<br />Facebook<br />LinkedIn<br />Forums<br />
  20. 20. 2009 © ED Solutions, Inc.<br />15<br /> 2009 © ED Solutions, Inc.<br />15<br />Twitter<br />www.twitter.com<br />About<br />Twitter is a community of friends and strangers from around the world sending updates about themselves, articles they’ve read, posts they’ve made, etc.- all in 140 characters or less.<br />Usage up 1300% in last 12 months<br />Why<br />You can connect with your customers, follow your competitors and find out what others are saying about you. Bloggers can use it as a mini-blogging tool to promote full posts.<br />
  21. 21.
  22. 22. Top 21 Twitter Apps.<br />Twitpic 1,236,828<br />Tweetdeck 285,864<br />Digsby 233,472 <br />Twittercounter 212,200<br />Twitterfeed 149,812 <br />Twitterholic 147,164 <br />Twhirl 143,333 <br />Twitturly 88,793<br />Twtpoll 74,154 10<br />Retweetist 60,051<br />Tweepler 51,304<br />Hellotxt 45,754 <br />Twitdom 45,411 <br />Tweetscan 44,463<br />Tweetburner 41,754<br />Tweetvisor 31,621<br />Twittervision 30,708<br />Twitterfall 29,592 <br />Monitter 25,433 <br />Twibs 17,168 <br />Twistori 16,229 <br />Twitbin 14,986 <br />http://www.techcrunch.com/2009/02/19/the-top-20-twitter-applications/<br />
  23. 23. Create a Custom Background<br />
  24. 24. Plaxo<br />
  25. 25. 2009 © ED Solutions, Inc.<br />20<br />Read This…<br />
  26. 26. 2009 © ED Solutions, Inc.<br />21<br />About Facebook<br />“Facebook helps you connect and share with the <br /> people in your life.” <br />More than 200 million active users, 100 million once a day <br />More than two-thirds of Facebook users are outside of college <br />Average user has 120 friends on the site <br />More than 900 million photos uploaded to the site each month <br />More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week <br />About 70% of Facebook users are outside the United States <br />
  27. 27. 2009 © ED Solutions, Inc.<br />22<br />Key Features of Facebook<br /><ul><li>Your Profile
  28. 28. Your Friends
  29. 29. Status Updates
  30. 30. Inbox
  31. 31. Applications
  32. 32. Advertising
  33. 33. Mobile Access</li></li></ul><li> 2009 © ED Solutions, Inc.<br />23<br />About LinkedIn<br />“A professional network of trusted contacts.” <br />42 Million plus users worldwide, in 170 industries and 200 countries<br />Execs in of the Fortune 500<br />60% of incomes over $93,000<br />Segments:<br />Executives: 28%<br />Networkers/Consultants: 30%<br />Late Adopters: 22%<br />Exploring options: 20%<br />People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users. <br />
  34. 34. 2009 © ED Solutions, Inc.<br />24<br />Key Features of LinkedIn<br /><ul><li>Your profile
  35. 35. Your Contacts
  36. 36. Your Connections
  37. 37. Status updates
  38. 38. Groups
  39. 39. InMail Feature
  40. 40. Applications
  41. 41. Advertising
  42. 42. Mobile Access</li></li></ul><li>LinkedIn<br />
  43. 43. 2009 © ED Solutions, Inc.<br />26<br />Why?<br />Your network consists of your connections, <br />your connections’ connections, <br />and the people they know, linking you <br />to thousands of qualified professionals.<br />
  44. 44. 2009 © ED Solutions, Inc.<br />27<br /> 2009 © ED Solutions, Inc.<br />27<br />Ning<br />About<br />Ning is a hosting service and a set of tools that let any individual or organization create its own social network<br />Ning powers over 46,000 social networks and counting<br />Why<br />Diversity of social networks<br />Personalize network by adding videos or a photo gallery<br />Standard tools of social networking: discussion forums, blogs, and lists of &quot;popular members&quot;<br />
  45. 45. 2009 © ED Solutions, Inc.<br />28<br />
  46. 46. 2009 © ED Solutions, Inc.<br />29<br /> 2009 © ED Solutions, Inc.<br />29<br />You Tube<br />About<br />YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. <br />YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.<br />
  47. 47. 2009 © ED Solutions, Inc.<br />30<br />Create a Channel in YouTube<br />http://www.youtube.com/orlandobusiness<br />
  48. 48. 2009 © ED Solutions, Inc.<br />31<br />Idea:Put on Podcasts…<br />
  49. 49. 2009 © ED Solutions, Inc.<br />32<br />Greater Spokane Podcast<br />Source: Dawn Picken, Greater Spokane, Inc.<br />
  50. 50. 2009 © ED Solutions, Inc.<br />33<br />Social<br />Media<br />Newsroom<br />SHIFT Communications - The First Social Media <br />Press Release Template<br />
  51. 51. 2009 © ED Solutions, Inc.<br />34<br />RSS-Really Simple Syndication<br />http://www.whatisrss.com<br />http://www.newsgator.com/individuals/feeddemon<br />
  52. 52. 2009 © ED Solutions, Inc.<br />35<br />Add Your Organization to Google Maps<br />
  53. 53. 2009 © ED Solutions, Inc.<br />36<br />Finding people using Google/ LinkedIn<br />
  54. 54. 2009 © ED Solutions, Inc.<br />37<br />SEO & SoMe<br />“Search is where they find you, SM is where they hear about you.”<br />Relevancy<br />The goal is to get your content picked up and passed along via shared links. Driving comments and bookmarks to your site gives your page “authority”. It feeds upon itself with scrapers and reposters. <br />
  55. 55. 2009 © ED Solutions, Inc.<br />38<br />Social Media and Economic Development<br />
  56. 56. 2009 © ED Solutions, Inc.<br />39<br />Social Media Strategy<br />Consider-<br />Best Tools for You<br />Best Audience for Your Goals<br />What Calls to Action Will You Use?<br />How Will You Measure Success?<br />Visits<br />Followers<br />Etc?<br />
  57. 57. 2009 © ED Solutions, Inc.<br />40<br />Mission: Greater Spokane Inc.<br />Increase membership and profile in the community<br />Position GSI as an expert in matters relating to business, economic development, and public policy<br />Reach out to business owners and site selectors to position the Spokane region as an ideal location for business.<br />Does not replace face-to-face interaction<br />Cost-effective<br />Convenient<br />Creates Visibility<br />
  58. 58. 2009 © ED Solutions, Inc.<br />41<br />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 />www.slideshare.com<br />
  59. 59. 2009 © ED Solutions, Inc. <br />42<br />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 />Others (?)<br />
  60. 60. 2009 © Atlas Advertising<br />43<br />What are the Top Five Decision Making Criteria for your Clients in Selecting a Location Today?<br />
  61. 61. 44<br />What Was the Most Important Thing an Economic Development Organization Did For You in 2008?<br /> 2009 © Atlas Advertising<br />
  62. 62. 2009 © ED Solutions, Inc.<br />45<br />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 />
  63. 63. 2009 © ED Solutions, Inc.<br />46<br />How Important are each of the Following Sources of Information when Learning about a Community?<br />Scored on a 5 point scale.<br />
  64. 64. 47<br />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 /> 2009 © Atlas Advertising<br />
  65. 65. 48<br />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. Consider Ning as well.<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 /> 2009 © Atlas Advertising<br />
  66. 66. Use Launchpad for Buy Local Campaign<br />Source: Dawn Picken, Greater Spokane, Inc.<br />
  67. 67. 50<br />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 /> 2009 © Atlas Advertising<br />
  68. 68. 51<br />Social Media Tactics for Workforce Recruitment<br />Use Facebook as the primary tool, supported by a blog<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 your organization<br /> 2009 © Atlas Advertising<br />
  69. 69. 2009 © ED Solutions, Inc.<br />52<br />Social Media Tactics for Tourism<br />Twitter Posts-<br />TwitPic-<br />Flickr<br />Trip Advisor<br />Virtual Tourist<br />Source: Karen Ballard, Administrator<br />Idaho Division of Tourism Development<br />
  70. 70. 2009 © ED Solutions, Inc.<br />53<br />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 />
  71. 71. 2009 © ED Solutions, Inc.<br />54<br />Read This…<br />http://www.socializedpr.com<br />
  72. 72. 2009 © ED Solutions, Inc.<br />55<br />And These…<br />http://www.copyblogger.com/grow-business-twitter/<br />http://123socialmedia.com/business-blog/<br />http://www.scribd.com/doc/3283966/The-Essential-Guide-to-Social-Media#document_metadata<br />http://www.scribd.com/doc/3483043/Social-Media-A-Simple-Visual-Story<br />
  73. 73. 2009 © ED Solutions, Inc.<br />56<br />mark.james@solutionsED.com<br />&<br />ben@Atlas-Advertising.com<br />Thanks for your attention!<br />