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Social Media and Community/Economic Development

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I presented this Aug. 3, 2010, as the keynote for the Community Development Institute Central conference at Conway's University of Central Arkansas.

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Social Media and Community/Economic Development

  1. 1. Community Development Institute Central August 3, 2010 The Social Revolution Building Relationships in the Digital Age
  2. 2. Communicating Today
  3. 3. Things are a bit different
  4. 4. Arkansas has 896,900 Facebook users (31% of the population) Arkansas has more than 25,000 Twitter users in Little Rock Small and large businesses and organizations are joining the conversation every day.
  5. 5. Changing Media Landscape
  6. 6. In 2009, more than 290 papers folded and 45 launched (9 of these being online only). - Vocus 2010 State of the Media
  7. 7. “New technology was more prevalent as a way for media – both traditional and new – to break news more quickly. The Web is now clearly the first place of publication.” “How News Happens,” Pew Research Center’s Project for Excellence in Journalism
  8. 8. Americans spend nearly a quarter of their time online on social networking sites and blogs, up from 15.8 percent just a year ago (43% increase). - Nielsen August 2010 Report
  9. 9. More than 4 in 5 U.S. online adults (80%) use social media at least once a month, and half participate in social networks such as Facebook, Twitter, etc. Among adults 35-54, participation in social media increased 60% over 2008. - “The Broad Reach of Social Technologies,” Forrester Research, August 2009
  10. 10. Media Types: Owned, Paid, Earned Forrester Research
  11. 11. The Scene
  12. 12. Don’t Get Lost in the Crowd
  13. 13. What’s Your Goal?
  14. 14. Measurable Objectives
  15. 15. Measurable Objectives Specify an outcome (To increase, to decrease, to maintain)
  16. 16. Measurable Objectives Specify an outcome (To increase, to decrease, to maintain) State the level of change (from 10% to 20%)
  17. 17. Measurable Objectives Specify an outcome (To increase, to decrease, to maintain) State the level of change (from 10% to 20%) Set a target date (by December 2010)
  18. 18. “Strategy without tactics is the slowest route to victory. Tactics without strategy are the noise before the defeat.” - Sun Tzu, The Art of War
  19. 19. Set Your Strategy: How Are You Getting
  20. 20. Who are you trying to reach? Site selectors? CEOS? Residents? People who love the color blue? Fitness gurus? Blue-collar workers? Where are these people online? Go back to those goals and objectives. What spells success for you? What behaviors are you trying to drive - awareness, engagement, registration? What tools can you manage best with your time and resources? What will be the best ROI for you?
  21. 21. Relationship Building: Two-Way
  22. 22. Two-Way Communication
  23. 23. Two-Way Communication Initiate conversation
  24. 24. Two-Way Communication Initiate conversation Ask for feedback and response
  25. 25. Two-Way Communication Initiate conversation Ask for feedback and response Maintain dialogue and interaction with your brand
  26. 26. Remember!
  27. 27. Long-term relationships do NOT start with short-term campaigns.
  28. 28. But short-term campaigns are READILY supported by long-term relationships. - Todd Defren, @TDefren
  29. 29. Where to Connect
  30. 30. LinkedIn
  31. 31. Create a custom URL – http://www.linkedin.com/in/yourfullname Utilize professional connections, discussion and support groups and interest groups Take advantage of the Applications, such as integrating your blog, showcasing your Slideshare presentations and displaying your portfolio.
  32. 32. Build your network by importing your contacts. Also, make your email address public on your profile – allowing people to easily add you to their network. Use the Groups and Discussions feature to start and continue dialogue with your network. Use this as an opportunity to position your brand.
  33. 33. IEDC Group Page
  34. 34. Economic Development Professionals
  35. 35. Facebook
  36. 36. Charlotte Chamber of Commerce
  37. 37. Flickr
  38. 38. Metro Denver EDC
  39. 39. YouTube
  40. 40. Nashville Chamber of Commerce
  41. 41. Twitter
  42. 42. @cltecondev
  43. 43. @MetroDenverEDC
  44. 44. The New Sales Call
  45. 45. Meet (network) Greet (engage in conversation) Share (provide something of value)
  46. 46. Be Real.
  47. 47. Social media is transparent.
  48. 48. Social media is transparent. People can tell when you’re fake.
  49. 49. Post frequently and consistently.
  50. 50. When you blog, tweet it, Facebook it, YouTube it. You name it.
  51. 51. When you blog, tweet it, Facebook it, YouTube it. You name it. Beginning formula – Daily: 1 @reply, 1 retweet, 1 post/link/thought
  52. 52. Be valuable.
  53. 53. Think before you tweet or post.
  54. 54. Think before you tweet or post. Build valuable relationships by sharing.
  55. 55. Think before you tweet or post. Build valuable relationships by sharing. Pass on tips, advice, tricks of the trade, insight.
  56. 56. Think before you tweet or post. Build valuable relationships by sharing. Pass on tips, advice, tricks of the trade, insight. Ask yourself, will people be better off by reading/viewing this content?
  57. 57. Listen. Listen. And listen some more.
  58. 58. Listening is the KEY to communicating and building conversation.
  59. 59. Listening is the KEY to communicating and building conversation. Take the time to truly hear what others are saying.
  60. 60. Listening is the KEY to communicating and building conversation. Take the time to truly hear what others are saying. Monitor the conversation. When people talk about you, know it immediately.
  61. 61. How Listening Can Help
  62. 62. How Listening Can Help Tracks perceptions and how messages are being interpreted
  63. 63. How Listening Can Help Tracks perceptions and how messages are being interpreted Begins to identify important new influencers
  64. 64. How Listening Can Help Tracks perceptions and how messages are being interpreted Begins to identify important new influencers Lets you determine emerging trends and what others are doing
  65. 65. How Listening Can Help Tracks perceptions and how messages are being interpreted Begins to identify important new influencers Lets you determine emerging trends and what others are doing Helps manage and improve reputation
  66. 66. How Listening Can Help Tracks perceptions and how messages are being interpreted Begins to identify important new influencers Lets you determine emerging trends and what others are doing Helps manage and improve reputation Identifies important conversations to join
  67. 67. Then Respond.
  68. 68. Let people know they are being heard and that you value their opinion.
  69. 69. Let people know they are being heard and that you value their opinion. Whether their comment is good or bad, respond. When you don’t respond, there can be no good from it.
  70. 70. Let people know they are being heard and that you value their opinion. Whether their comment is good or bad, respond. When you don’t respond, there can be no good from it. Ditch “message control” theory. Embrace conversation and engagement.
  71. 71. Think beyond your doors.
  72. 72. Share. Retweet. Become part of the broader conversation.
  73. 73. Share. Retweet. Become part of the broader conversation. If you’re an economic development professional, take part in issue discussions. If you’re selling your city, discuss what other communities are doing.
  74. 74. Integrate Your Tools.
  75. 75. In the immediate future, you won’t find the content; the content will find you.
  76. 76. In the immediate future, you won’t find the content; the content will find you. Use all your tools to get your message out. Tweet your blog posts. Facebook your new YouTube video.
  77. 77. “The days of creating and pushing one press release are over. These are the days of reaching diversified and equally pivotal communities when, where, and how they choose to be reached.” - Brian Solis, PR 2.0 author and speaker
  78. 78. Make time to tweet.
  79. 79. Designate one person or a team of people to post content, listen, and engage.
  80. 80. Designate one person or a team of people to post content, listen, and engage. The ONLY way to be successful with this is to take the time to build relationships. Isn’t that how it is offline?
  81. 81. Embrace the negative when it comes (because it will).
  82. 82. When you read negative comments, use these as a way to positively respond and extend your customer service.
  83. 83. When you read negative comments, use these as a way to positively respond and extend your customer service. If it’s legitimate criticism, thank them for the feedback and use the information to improve.
  84. 84. Engage. Engage. Engage.
  85. 85. You will gain no followers, fans or blog readers if you don’t take part in the conversation.
  86. 86. Buy a handheld camcorder.
  87. 87. Your connection to the world is immediate.
  88. 88. Your connection to the world is immediate. Don’t save the news for a later post; share while it’s happening. Your followers will appreciate it.
  89. 89. Your connection to the world is immediate. Don’t save the news for a later post; share while it’s happening. Your followers will appreciate it. Oh, and these things are CHEAP!
  90. 90. Measure.
  91. 91. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure?
  92. 92. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure? Free and paid tools (Google alerts, real-time Twitter search, Scout Labs)
  93. 93. Go back to those measurable goals and objectives. What is “moving the needle” to us? What do I need to measure? Free and paid tools (Google alerts, real-time Twitter search, Scout Labs) Ask yourself: Is what I’m doing adding value to my community of interest?
  94. 94. Website Foundation
  95. 95. Content Content Content And make it interactive!
  96. 96. Indy Partnership Home Page
  97. 97. Indy Partnership Blog
  98. 98. Indy Partnership Contact Us
  99. 99. Gwinnett Chamber Home Page
  100. 100. Gwinnett Chamber Blog
  101. 101. Gwinnett Chamber RSS Feed
  102. 102. Nashville Chamber Home Page
  103. 103. Nashville Chamber Blog
  104. 104. Charlotte Chamber Home Page
  105. 105. Charlotte Chamber Contact Us
  106. 106. Metro Denver EDC Home Page
  107. 107. Metro Denver EDC Blog
  108. 108. Random Resources
  109. 109. Mashable www.mashable.com
  110. 110. Brian Solis www.briansolis.com
  111. 111. Forrester Research “Groundswell” Blog http://blogs.forrester.com/groundswell
  112. 112. Chris Brogan’s Blog www.chrisbrogan.com
  113. 113. HootSuite www.hootsuite.com
  114. 114. TweetDeck www.tweetdeck.com
  115. 115. Slideshare www.slideshare.net
  116. 116. Natalie Ghidotti, APR @ghidotti natalie@ghidotticommunications.com

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