Expanding your Community\'s Presence Online with Social Media


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Learn how to expand your community\'s presence online with social media. This presentation provides a detailed overview of several social media channels while including advice for how to monitor your brand online, manage your activities, and measure results.

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Expanding your Community\'s Presence Online with Social Media

  1. 1. Expanding  your    Communitys  Presence  Online     with  Social  Media  
  2. 2. Economic Development & Community Marketing ExperienceWHO  WE  WORK  WITH     Website DesignEconomic  Development     Community BrandingOrganiza3ons  U3lity  Company  ED  Teams     Retail Recruitment Guides   Wayfinding SignageChambers  of  Commerce     Target Industry MarketingTourism     Social Media & BlogsDowntown  Redevelopment     Content DevelopmentMain  Street  Programs     PowerPoint PresentationsLocal  Governments     E-NewslettersNa3onal  Heritage  Areas     Graphic Design
  3. 3. ? Why is having a strongonline presence for your community important?
  4. 4. The vast majority ofresearch to narrowdown a list of potentialsites is done online.
  5. 5. ! If you haven’t made acommitment to provide agreat website and activelyuse social media, you are missing the boat.
  6. 6. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  7. 7. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  8. 8. Establishing a strong, consistent brand will help your community stand out.
  9. 9. Think about who you are trying to reachSite Selectors Retailers Industry Sectors Existing IndustryIndustry Reps Stakeholders
  10. 10. Branding Your Community  Your community brand captures both tangible and intangible qualities that create a community personality and make your community truly unique  Your brand is your reputation and your promise of distinct value We’re Different!  Your website is the primary place to develop your brand online, but your brand should be consistent across all social media
  11. 11. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  12. 12. What are your top options?
  13. 13. What can you talk about?  Industry announcements  New business startups/entrepreneurship  Workforce programs and education  Company profiles  Local business news  Unemployment updates and related reports  Share blogs, videos, photos  Learn from organizations featured in this presentation
  14. 14. LinkedIn  If nothing else, participate here  Broad reach beyond local market  This is your top business networking tool, without having to travel to a conference or other networking event at a distance  Participate daily - or weekly at a minimum
  15. 15. Make sure all key employees haveprofiles and actively build connections
  16. 16. Search for and actively participate in industry groups locally, nationally, internationally
  17. 17. LinkedIn groups are a great way to monitor buzz and trends
  18. 18. Communicate and engage with site selectors online
  19. 19. Make status updates of your own to show up in feeds
  20. 20. Twitter  Rapidly growing in importance  Young professionals  Tech Savvy participants  Broad reach beyond local market  Participate daily or multiple times per day
  21. 21. Continue your branding
  22. 22. Share videos, local news and communicate with others
  23. 23. Promote your organization’s tweets with your individual tweets, and vice versa
  24. 24. Search for topics to monitor trends (#hashtags)
  25. 25. Using # and @  Use @ to mention an organization or individual by name – this shows up in their feed (and is very desirable) @RedSageAL  Use # to highlight topics to show up in searches such as #EconDev #SiteSelection #Branding  Create your own #hashtag for an event or campaign such as #SEDC2012 or #RS_SageAdvice – use to create buzz at an event
  26. 26. Facebook  Engagement and relationship building with your local market primarily  More personal, informal and friendly  Know your goals for using this:   Top of mind in local market   Sharing local business news, or building support for a local issue   Cross sharing/SEO opportunity
  27. 27. Promote action on community issue
  28. 28. Share local economic development news
  29. 29. Google+  Very small (but growing) audience  At a minimum, duplicate the posts you are posting to Facebook or Twitter  Cleaner navigation than Facebook – almost works like a micro-site with social media engagement
  30. 30. Google+ Profile example
  31. 31. Google+ Profile example
  32. 32. Blogging  Terrific opportunity to give your take on local news and trends – plus this is the best way to:   create new personalized content to share across web and all channels   Drive traffic to your website   Increase the odds you will show up in search engines – awesome SEO tool
  33. 33. Blogging  Personal thoughts about current news or situation  Keep short – 1 paragraph is fine  Best is at least once a week, but even a well maintained once a month blog is better than most communities
  34. 34. Blog Topics  New business announcements  Career tech education locally  Expansions – and why  Entrepreneurship  Local business resources  New regulations  Top jobs locally  Etc.
  35. 35. Blog Software  Part of your website  Blogger  Blogspot  WordpressDoesn’t really matter what you useas long as you are sharing andpromoting your blog
  36. 36. YouTube  Highly recommend starting to incorporate video into your efforts, if you are not already doing this
  37. 37. Greenville, SC http://www.youtube.com/gogadc  About GADC video  Industry profiles  Testimonial videos from young professionals
  38. 38. Jacksonville-Onslow, NC
  39. 39. Growing your audience: Follow to be followed  Follow industry leaders on social media and on their blogs  Promote those already championing for you  Be an active follower by retweeting, sharing, and commenting  Actively participate in LinkedIn Groups  Continuously find and add LinkedIn connections
  40. 40. Give it time!  It can take up to a year of diligent work to see the results of a good social media participation
  41. 41. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  42. 42. Choosing How to Participate  Choose how and where to participate: What do you have time to be consistent with? (Don’t start a blog if you aren’t committed to keeping it going)  Give it time: You won’t see results overnight, be patient and be consistent
  43. 43. Carve out time:  Devote a realistic amount of time for social media each week – half hour a day? One hour a week?  Make it a priority and be committed to it  Scale back and focus on one thing if time is an issue  Don’t forget to take the time to plan in advance
  44. 44. Build a process  Add an agenda item to a weekly or monthly meeting: what should we blog about this week? What is going on that we want to talk about in social media?  Decide what topics you’ll cover: use an editorial calendar to keep things organized but make sure you build in flexibility too
  45. 45. Share the load:  Encourage ideas from employees or members of your organization  Give others a chance to create blogs, posts, videos, photos, and more  Share the floor with other industry experts and guests  You don’t have to create everything – retweet and share other’s posts
  46. 46. Schedule ahead:  Great free (or inexpensive) tools for this: •  Facebook – allows scheduling now •  CrowdBooster.com – Facebook Page & Twitter •  HootSuite.com – Facebook and Twitter •  TweetDeck – Facebook, Twitter
  47. 47. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  48. 48. Know what is being said  Whether you use social media or not, people will still be talking about your organization and your community online  Monitor all social media platforms for comments and respond to comments as quickly as you can
  49. 49. Respond quickly to any negative posts  If at all possible, respond to negative posts rather than deleting them from your feeds  Do not get into a “he said she said” argument if the post was negative – respond professionally and move it offline
  50. 50. Don’t say that!:
  51. 51. A textbook best practice response:
  52. 52. Easy monitoring: NutshellMail.com  Offered by Constant Contact  Monitors mentions and activity: •  Facebook •  Twitter •  LinkedIn •  Foursquare  Reports are emailed to you  FREE!
  53. 53. Twitter.com/Search  Search for variations  Find people singing your praises and follow them  Search for your competitors  Search for industry terms
  54. 54. www.Google.com/Alerts  Set up alerts for your company name, products, and other identifying keywords  Set up alerts associated with your competitors  Set up alerts for terms associated with your industry
  55. 55. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  56. 56. Sample Social Media Goals:  Increase the number of people who actively engage with a like or a share or a mention by 5 each month  Get three-four responses on average for all posts within one month  Gain 10 new followers/fans each month
  57. 57. Measure website traffic with Google Analytics:Answers questions such as:  How much traffic is coming to the site?  How did visitors get to the site?  What keywords are working best?  What content is working best?  Is social media & blogging driving traffic?  How did social users engage with the site?
  58. 58. Facebook Insights  Answers questions such as: •  How did people respond to my posts? •  How far is my reach? •  How much has my following grown? •  Which types of posts are the most shared and commented on?
  59. 59. Measure your online influence with Klout.com•  Measures engagement with your social media accounts•  Measures reach by the number of people who share your posts and how many followers they expose you to•  Requires very consistent effort and very high quality posts to score high•  Great way to look at who is most influential online and how they are using social media
  60. 60. What We’ll Cover Today1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  61. 61. Don’t forget to promote social media engagement  Links and feeds on your website  Icons on your business cards and print materials  Actively promote and link to from e- newsletters  Anywhere you market yourself – make sure you are promoting social media
  62. 62. We’re done!1.  Defining  Your  Community’s  Brand  3.  Exploring  Your  Social  Media  OpJons  4.  Managing  Social  Media  AcJviJes  2.  Monitoring  Your  Brand  Online  5.  Measuring  Results  6.  IntegraJng  with  Other  MarkeJng  AcJviJes  
  63. 63. Thank you! Ellen Didier, President Red Sage Communications, Inc. Stop by my booth! www.RedSageOnline.com www.CommunityResults.comfacebook.com/redsage twitter.com/ellendidier linkedin.com/in/ ellendidier