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21st century marketing communications for your EDC

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Presentation by Jennifer Wakefield from the Metro Orlando Economic Development Commission and Brittany Love of Love Consulting Group to the Florida Economic Development Council - summer 2010

Published in: Business, Technology
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21st century marketing communications for your EDC

  1. 1. 21st Century Marketing Communications for Your EDC Tools that enable your EDC to not only communicate more effectively with members, but also reach a wider, more engaged audience.
  2. 2. Who We Are • Jennifer Wakefield – Director, Public Relations • Metro Orlando Economic Development Commission • Brittany Love – Owner, Love Consulting Group • Marketing Communications Firm in Tallahassee 2
  3. 3. #FEDC • Have a question/comment during our presentation? – Just make a post on twitter and include the following hashtag: • #FEDC • We will answer all questions you post! 3
  4. 4. Communications Spectrum 4
  5. 5. How Communication is Changing • SmartPhones • Mobile Applications – A whole new dimension to branding and communications • iPad – Other devices following in coming months • Social Media – Facebook, Twitter, YouTube, MySpace, LinkedIn, etc. – Geolocating Social Media • IE FourSquare, GoWalla • These are all consumer driven whereas traditional media is a “push” media 5
  6. 6. 2010 Social Media Marketing Industry Report 6 Benefits of using Social Media: Available at SocialMediaExaminer.com
  7. 7. 2010 Social Media Marketing Industry Report 7 Commonly Used Social Media:
  8. 8. 8 Will you Remember this Slide?
  9. 9. Facebook 9 • An extension of your web site + enhances SEO • FanPage – Fan vs. “Friend” vs. Group – Fill in all of the information - make sure to include logo, website, blog, phone, address – “Like” = “Become a Fan” – “Like” Integration with other websites – Community Pages
  10. 10. 10 Share photos from events Interact with fans Track click-throughs
  11. 11. 11
  12. 12. Facebook Tips 12 • NewsFeed – Posts should be in line with your objective – Posts should be concise – Share what others post • Geolocating features are coming soon – Marketing possibilities • Ads – Pay Per Click • Privacy – Be Smart • Insights…track stats! • FB emails you weekly
  13. 13. 13 Create the Advertisement Target Your Audience
  14. 14. 14 Set Time Line and Budget
  15. 15. Twitter • A way to share information quickly – Esp. at events, tradeshows • #Hashtags • Tweetchat • Tw-ictionary, Tw-anguage • URL Shorteners – Bit.ly , Ow.ly, etc. 15
  16. 16. Tweeps
  17. 17. Tw-itiquette • Follow • Tw-ips: – Create a Good Bio, Picture/Logo, Customize the Background • Lists – pros and cons • Be a good Tw-itizen • Reply (@), ReTweet (RT), Send Direct Messages (DM), Follow Lists, FollowFriday (FF) 18
  18. 18. YouTube • VIRAL! • An outlet to post videos without taking up space on your website • Create your own Channel • Great for… – Testimonials • Why Business Located in Your Region • Why Residents Love Living in Your Region • Why Be Involved With Your EDC – Show and Tell • Story ideas for media and for sharing on social media 19
  19. 19. YouTube
  20. 20. Flickr 21
  21. 21. Microsites
  22. 22. Social Bookmarking • Helps SEO • Use tags – should bring more visitors to your website and blog • Delicious • Digg • StumbleUpon 23
  23. 23. Share 24
  24. 24. Promote 25
  25. 25. Why? • Create awareness • Engage brand ambassadors • Gather competitive intelligence 26
  26. 26. Results • Information gathering • Information sharing • Projects!!
  27. 27. How it all comes together • Social Media, Mobile Marketing, Email Marketing, Internal/External Publications, Commercials, Billboards, Websites, etc – ALL a piece of the plan – they are your integrated marketing communications campaign • All branding/messaging should be cohesive • All IMC efforts are usually the first impression a potential business/investor sees of your EDC’s area – Be strategic 28
  28. 28. Strategy • Who is your Primary Target Audience? – Who is your Second – maybe even Third? • How do those audiences communicate – What do they want from you and how do they want it? • What are your goals? • What is success going to look like? – That will be how you measure your results • Is it engagement? Number of followers/fans? • Create a posting strategy – a timeline – Decide who in your EDC is going to handle this or are you going to outsource? – You think of Social Media the same way you would any other type of media – except on a Much Faster Timeline! 29
  29. 29. Resources • HootSuite • Twubs • TweetDeck • StaticFBML/Google Analytics • Involver – YouTube and Twitter • Mashable • Social Media Examiner • Google Alerts • Put Links to your Social Media in your email signature and on all blogs/posts • Write a Social Media Policy 30
  30. 30. HootSuite = Send, Track 31
  31. 31. TweetDeck = Listen/Monitor 32
  32. 32. Questions? Answers! 33
  33. 33. Thank You …and of course we will post this on all social media sites for you! 34

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