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Social Media as a Tool for Building anAlternative Economy in KRADD Communities:    A project among students, community    ...
Small Rural Appalachian Community               Economic Development (CED)Traditional ED Strategy / Tool                Di...
EPG Small Rural Appalachian Community        Economic Development ModelTraditional ED Strategy / Tool    Direct, Short-ter...
23M Small Businesses in the USA• 90 percent of the businesses in the Commonwealth  have fewer than 50 employees.• In 2008,...
“Uneven Ground”UK Professor ofHistory: Ronald Eller                               www.google.com/images
The growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one t...
EPG Service Area 2010 County Business   Patterns – Total Establishments           Madison     1,559           Breathitt   ...
Key QuestionCan Social Media be a digital tool todevelop an alternative economy in    Appalachian communities?
Case 1They asked us.
Berea, Kentucky -500 Cultural Assets
Case 2They asked us to find out
Research Team
Total Expenditures for the 4,000Out-of-Towners Knott County Trail             Riders Items                             Exp...
Case 3They asked us.
Along comecell phones
Cultural Heritage Cell Phone Tour
Case 4They asked us
Peer to Peer KRADD Workshops
Case 5They told us
Small Rural Town Program   Rural Populations       1,602          357          175       1,764          747        1,081
Case 6We listened
Small Business Using Social Media in           North Carolina        The Blue Ridge Soap Shed
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KRADD KY  Social Media as a DIgital Tool for Building an Alternative Economy November 2012
KRADD KY  Social Media as a DIgital Tool for Building an Alternative Economy November 2012
KRADD KY  Social Media as a DIgital Tool for Building an Alternative Economy November 2012
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KRADD KY Social Media as a DIgital Tool for Building an Alternative Economy November 2012

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This invited presentation illustrates the value of small business digital marketing through a number of case studies executed over a five year period in the Kentucky River Area Development District (KRADD). The final case studies were developed after travels and observations of the HandMade in America trails in Western North Carolina to advance travel and tourism through a series of “persona travelers” based on Kentucky tourism research of how and where to spend 36 hours in the KRADD region.

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KRADD KY Social Media as a DIgital Tool for Building an Alternative Economy November 2012

  1. 1. Social Media as a Tool for Building anAlternative Economy in KRADD Communities: A project among students, community partners and faculty Peter H. Hackbert Entrepreneurship for the Public Good Program Berea College, Berea KY KRADD Monthly Meeting Whitesburg, Kentucky October 24, 2012
  2. 2. Small Rural Appalachian Community Economic Development (CED)Traditional ED Strategy / Tool Direct, Short-term • Industrial development Economic • Business retention / expansion Outcomes • Workforce development • jobs • Tourism • firms Economic Development • prosperity • wealth ApproachesAlternative ED Strategy / Tool • Entrepreneurship 1. Recruit firms from the outside • Downtown development 2. Strengthen/expand existing firms • Arts / Creative economy 3. Promote development of new firms • • Cluster-based development Residential development Other Outcomes • social • civic • environmentalCD Capacity Building Strategy /Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development
  3. 3. EPG Small Rural Appalachian Community Economic Development ModelTraditional ED Strategy / Tool Direct, Short-term Economic • Tourism Outcomes • jobs Economic Development • firms Approaches eAlternative ED Strategy / Tool 1. Strengthen/expand • Entrepreneurship economy existing firms • Cluster-based development • Residential development 2. Promote new firms Other Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media
  4. 4. 23M Small Businesses in the USA• 90 percent of the businesses in the Commonwealth have fewer than 50 employees.• In 2008, small businesses totaled 339,747 .• 69,175 were employers, and they accounted for 49.2% of private-sector jobs in the state.• Small firms (less than 500 employees or no employees) made up 96.7% of the state’s employers.
  5. 5. “Uneven Ground”UK Professor ofHistory: Ronald Eller www.google.com/images
  6. 6. The growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one thatpromised greater monetary returns for localresidents, the preservation of rural traditions,and the protection of sensitive naturalresources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.
  7. 7. EPG Service Area 2010 County Business Patterns – Total Establishments Madison 1,559 Breathitt 211 Lee 98 Leslie 113 Letcher 702 Knott 189 Owsley 44 Perry 702 Wolf 84
  8. 8. Key QuestionCan Social Media be a digital tool todevelop an alternative economy in Appalachian communities?
  9. 9. Case 1They asked us.
  10. 10. Berea, Kentucky -500 Cultural Assets
  11. 11. Case 2They asked us to find out
  12. 12. Research Team
  13. 13. Total Expenditures for the 4,000Out-of-Towners Knott County Trail Riders Items Expenditures Entrance fees $19,492 Food and Beverage 162,435 Retail Shops 207,916 Private Auto and Other Expenses 259,896 Total $649,740
  14. 14. Case 3They asked us.
  15. 15. Along comecell phones
  16. 16. Cultural Heritage Cell Phone Tour
  17. 17. Case 4They asked us
  18. 18. Peer to Peer KRADD Workshops
  19. 19. Case 5They told us
  20. 20. Small Rural Town Program Rural Populations 1,602 357 175 1,764 747 1,081
  21. 21. Case 6We listened
  22. 22. Small Business Using Social Media in North Carolina The Blue Ridge Soap Shed
  23. 23. ERROR: undefinedOFFENDING COMMAND: f‘~STACK:

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