ExperienceLA.com - Main Street 2009 Presentation


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The following presentation was presented at the Main Streets Conference 2009 in Chicago, Illinois. The full presentation was done in conjunction with Eric Richardson of blogdowntown.com and Bert Green of Bert Green Fine Art and LA's Downtown Artwalk. This powerpoint was utilized by Curt Gibbs of the Community Redevelopment Agency of the City of Los Angeles (CRA/LA) and Charity Tran of ExperienceLA.com and Civic Resource Group

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  • ExperienceLA.com - Main Street 2009 Presentation

    1. 1. 2009 National Main Streets Conference: Chicago, Illinois Engaging the Community with Social Networking
    2. 2. <ul><li>How ExperienceLA’s Use of Social Networking Promotes the Downtown Art Walk and Other Arts/Cultural Destinations and Events </li></ul><ul><li>ExperienceLA Overview: </li></ul><ul><ul><li>Background </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><li>ExperienceLA.com: Internet Marketing Case Study </li></ul><ul><li>Emerging Use of Mobile Technology </li></ul><ul><ul><li>Example: Expanded ExperienceLA Downtown WiFi </li></ul></ul><ul><li>Downtown LA Art Walk, ExperienceLA, and Social Networking Tools </li></ul>Purpose
    3. 3. <ul><li>A free public service </li></ul><ul><li>Managed by Civic Resource Group, a technology firm focused on the public sector </li></ul><ul><li>A unique partnership of public and private sponsors and over 2,000 actively contributing arts and cultural organizations </li></ul><ul><li>Major Sponsors include: </li></ul><ul><ul><ul><li>Community Redevelopment Agency of Los Angeles (CRA/LA) </li></ul></ul></ul><ul><ul><ul><li>Los Angeles County Arts Commission </li></ul></ul></ul><ul><ul><ul><li>LA, Inc. (The Convention and Visitors Bureau) </li></ul></ul></ul><ul><ul><ul><li>Metropolitan Transportation Authority </li></ul></ul></ul>Overview
    4. 4. <ul><li>Original ExperienceLA Goals </li></ul><ul><ul><li>Promote Arts, Culture and Communities </li></ul></ul><ul><ul><li>Encourage the Use of Public Transit to Explore LA’s Cultural Diversity </li></ul></ul><ul><ul><li>Stimulate Economic Activity Related to Cultural Tourism, Especially in Underserved Areas </li></ul></ul><ul><ul><li>Establish the First Ever Official Cultural Calendar for the County of Los Angeles </li></ul></ul><ul><li>Phase II Goals </li></ul><ul><ul><li>Web 2.0 Marketing </li></ul></ul><ul><ul><li>Interactive Mapping </li></ul></ul><ul><ul><li>Mobile Device Platform </li></ul></ul>Overview
    5. 5. Process Public/Community Social Networking Tools <ul><li>Submit Destination Information </li></ul><ul><li>Submit Event Information </li></ul>
    6. 6. <ul><li>ExperienceLA.com: A Case Study </li></ul><ul><li>E-marketing/Social Networking </li></ul><ul><ul><li>Weekly Email Newsletter </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Social Networking with Communication, Multimedia, and Collaborative Tools </li></ul></ul><ul><li>Online Advertising </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><li>Keyword Optimization and Web Analytics </li></ul>Case Study
    7. 7. <ul><li>Integrating Print Collateral and Website Content </li></ul><ul><ul><li>Downtown Los Angeles: Keep It In Your Pocket </li></ul></ul><ul><li>Mobile Technology </li></ul><ul><ul><li>Increased use of mobile technology for internet access </li></ul></ul><ul><ul><li>Example: ExperienceLA WiFi </li></ul></ul>Case Study
    8. 8. <ul><li>Weekly Email Newsletter </li></ul><ul><ul><li>Highlights upcoming events and occasionally destinations </li></ul></ul><ul><ul><li>Serves to inform and remind people of local events </li></ul></ul><ul><ul><li>Provides incentives such as Giveaways and Discounts </li></ul></ul><ul><ul><li>Arts/Cultural Theme, but content is eclectic </li></ul></ul><ul><ul><li>Leverages Social Networking Tools: </li></ul></ul><ul><ul><ul><li>“ Flickr Photo of the Week” </li></ul></ul></ul><ul><ul><ul><li>Blog Highlights </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><li>How to collect email addresses (opt-in) and send email newsletters </li></ul></ul>Newsletter
    9. 9. <ul><li>Blog </li></ul><ul><ul><li>Highlights events and destinations </li></ul></ul><ul><ul><li>Drives people to the main site </li></ul></ul><ul><ul><li>Provides personal perspective of a location or an event </li></ul></ul><ul><ul><li>Can serve as an archive of past events </li></ul></ul><ul><ul><li>May prompt people to attend an ongoing event </li></ul></ul><ul><ul><li>Labels/Tags </li></ul></ul><ul><ul><li>Leveraging Social Networking Tools: </li></ul></ul><ul><ul><ul><li>YouTube Videos </li></ul></ul></ul><ul><ul><ul><li>Audio Interviews/Podcasts </li></ul></ul></ul><ul><ul><ul><li>Twitter Feed </li></ul></ul></ul><ul><ul><ul><li>Flickr Pictures </li></ul></ul></ul><ul><ul><ul><li>AddThis Feature </li></ul></ul></ul>Blog
    10. 10. <ul><li>RSS Feeds </li></ul><ul><ul><li>Stands for “Really Simple Syndication” and uses a technology called XML to deliver headlines and summaries to your desktop RSS reader or Web browser. </li></ul></ul><ul><ul><li>Site features: </li></ul></ul><ul><ul><ul><li>“ What’s Hot in LA” </li></ul></ul></ul><ul><ul><ul><li>ready-made feeds </li></ul></ul></ul><ul><ul><ul><ul><li>Closing Events </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Upcoming Events </li></ul></ul></ul></ul><ul><ul><ul><li>partner-specific feeds </li></ul></ul></ul><ul><ul><ul><ul><li>Organizations have an RSS feed of only their events </li></ul></ul></ul></ul><ul><ul><ul><li>customized feeds </li></ul></ul></ul><ul><ul><ul><ul><li>Users can customize the feed by region, event, etc. </li></ul></ul></ul></ul>RSS
    11. 11. <ul><li>RSS Feeds – A Challenge of Education </li></ul><ul><ul><li>How to Set up an RSS Feed </li></ul></ul><ul><ul><ul><li>Tools: Google Reader, Google Desktop, Windows Gadgets, Yahoo Home Page, even Browsers </li></ul></ul></ul><ul><ul><ul><li>Browsers may prompt for tools you already have in your system </li></ul></ul></ul><ul><ul><li>Click on RSS Symbol or “RSS” Button will take you to a page of instructions or prompt you for our reader </li></ul></ul><ul><ul><li>Acts almost like an email, with a brief message and information on where you can read more </li></ul></ul>RSS
    12. 12. <ul><li>Social Networking </li></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><ul><li>Blogging </li></ul></ul></ul><ul><ul><ul><li>Twitter (microblogging) </li></ul></ul></ul><ul><ul><ul><li>Communities (Myspace/Facebook/LinkedIn) </li></ul></ul></ul><ul><ul><ul><ul><li>Establishing and interacting with a network that associates with a brand/entity/organization </li></ul></ul></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><ul><li>Photos (Flickr) </li></ul></ul></ul><ul><ul><ul><li>Video (YouTube) </li></ul></ul></ul><ul><ul><ul><li>Podcasting (iTunes) </li></ul></ul></ul><ul><ul><ul><li>Use of tags </li></ul></ul></ul><ul><ul><ul><ul><li>Individual User Searches </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Search Engines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Flickr enables others in your network to tag your photos </li></ul></ul></ul></ul><ul><ul><ul><li>Using media as a form of marketing: show/share photos, video, audio </li></ul></ul></ul><ul><ul><ul><li>Analytics Generally Available </li></ul></ul></ul>Social Networking
    13. 13. <ul><li>Social Networking (Cont.) </li></ul><ul><ul><li>Collaborative </li></ul></ul><ul><ul><ul><li>Opinion Websites (Yelp) </li></ul></ul></ul><ul><ul><ul><li>Sharing Bookmarks (StumbleUpon, del.icio.us) </li></ul></ul></ul><ul><ul><li>Create Own Social Network or Tools </li></ul></ul><ul><ul><ul><li>Example: Google’s Friend Connect, Ning </li></ul></ul></ul><ul><ul><li>Mobile Phone Social Networking Applications </li></ul></ul><ul><ul><ul><li>Existing applications are now mobile </li></ul></ul></ul><ul><ul><ul><li>Location-based applications optimized for mobile devices (ex. Loopt) </li></ul></ul></ul>Social Networking
    14. 14. <ul><li>Search Engines/Google AdWords </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><ul><ul><li>Pay for key phrases and be shown as a sponsored link </li></ul></ul></ul><ul><ul><li>Link Exchanges </li></ul></ul><ul><ul><ul><li>Increase web presence through link exchanges in blogs, tagged photos, video and audio podcasts all assist in better placement on search engines such as Google, Yahoo!, and MSN </li></ul></ul></ul><ul><li>Analytics </li></ul><ul><ul><li>Traffic Source/Audience Tracking </li></ul></ul><ul><ul><li>Google Adword Campaigns and Analytics Tracking </li></ul></ul><ul><ul><ul><li>LA Live and Late Night Red Line campaigns </li></ul></ul></ul>Analytics
    15. 15. <ul><li>Integrating Print Collateral and Website Content </li></ul><ul><li>Example: Downtown Los Angeles: Keep It In Your Pocket </li></ul><ul><ul><li>Collaborative relationship between ExperienceLA and Lonely Planet </li></ul></ul><ul><ul><li>Designed to be a pocket-size/hand-held guide </li></ul></ul><ul><ul><li>Provides basic information about destinations and annual events in the Downtown Area </li></ul></ul><ul><ul><li>Each element contains web links for more information </li></ul></ul><ul><ul><li>Drives traffic back to the website </li></ul></ul><ul><ul><li>Website content can always be updated content, even as guide information becomes outdated </li></ul></ul><ul><li>http://www.experiencela.com/guide </li></ul>Print & Web
    16. 16. <ul><li>Mobile Technology </li></ul><ul><ul><li>There’s now increased use of laptops and handheld web-enabled mobile devices (e.g. iPhone) </li></ul></ul><ul><ul><li>Example: ExperienceLA Wi-Fi Web Portals </li></ul></ul><ul><ul><ul><li>Originally Pershing Square </li></ul></ul></ul><ul><ul><ul><li>Currently 16 blocks, expanding to 20+ </li></ul></ul></ul><ul><ul><ul><li>Analytics shows that many are accessing through a mobile device such as an iPhone or a wifi-enabled iPod touch </li></ul></ul></ul><ul><ul><li>Need to consider the use of mobile technology in your use of websites and web tools </li></ul></ul><ul><ul><li>Social Networking on mobile devices is the next big thing </li></ul></ul>Mobile Technology http://wifi.experiencela.com/downtownla/
    17. 17. Art Walk Example <ul><li>Submit Destination Information </li></ul><ul><li>Submit Event Information </li></ul>Public/Community <ul><li>Downtown LA Bloggers </li></ul><ul><li>Blogdowntown </li></ul><ul><li>Angelenic </li></ul><ul><li>LA Times Blog </li></ul><ul><li>Laist </li></ul><ul><li>Curbed LA </li></ul>Social Networking Tools ExperienceLA.com: Website, Calendar, RSS Feeds, Newsletter Destinations, Restaurants, Galleries