The document outlines the importance of social media platforms like LinkedIn, Twitter, and YouTube in economic development, detailing strategies for leveraging these tools to enhance branding, engagement, and outreach. It discusses how social media transforms communication between organizations and audiences, promotes user-generated content, and allows for measurable marketing tactics. Additionally, it emphasizes creating social media strategies tailored to specific goals, including business recruitment and community engagement.

1. 1Social Media’s RoleinEconomic Development II-Deeper Dives into LinkedIn, Twitter and YouTube ByMark J James, CEcD Ben WrightED Solutions, Inc. Atlas Advertisingmark.james@solutionsED.comBenw@atlas-Advertising.com

2. 2 2009 © ED Solutions, Inc.2Professional Learning Lab Affiliates

3. 3 2009 © ED Solutions, Inc.1. Viewer Window2. Control Panel3

4. 4 2009 © ED Solutions, Inc.ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. We provide-Web site review and analysis

5. Web redesign strategies and advisory services

6. Contact management solutions

7. A variety of other technology solutions for the profession

8. Training services to the economic development profession.

9. Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com. ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. 4 2009 © ED Solutions, Inc.4About ED Solutions, Inc.

10. 5 2009 © ED Solutions, Inc.Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. Atlas Advertising is led by a former economic development practitioner and has worked with 48+ different economic development clients in 26 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. Featured clients:State of OhioIndy PartnershipCity of San FranciscoGreater Phoenix Economic Council Greater Omaha Economic Development Partnership5 2009 © ED Solutions, Inc.About Atlas Advertising

11. 6 2009 © ED Solutions, Inc.6OutlineWhy These Tools Matter in Economic DevelopmentHow to Develop a Social Media Strategy-GoalsTacticsMetricsLinkedInTwitterYouTube Discussion/Wrap upSpecific ‘How To’s

12. Business Recruitment

13. Business Retention/Expansion

14. Others, e.g., Tourism, Member Services

15. 5 must do things7 2009 © ED Solutions, Inc. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).Source: Wikipedia7Social Media Definition

16. 8 2009 © ED Solutions, Inc.8Why is this all happening?Our email inboxes are overcrowded.We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda. Media no longer controls the means of production for distributing information. We are all voyeurs at heart.We miss our high school friends?

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18. 10 2009 © ED Solutions, Inc.10Growth of Social Media (Pew Internet & American Life)

19. 11 2009 © ED Solutions, Inc.Facts about Social MediaYears to Reach 50 millions Users:

20. Radio (38 Years)

21. TV (13 Years)

22. Internet (4 Years)

23. Facebook added 100 million users in less than 9 months

24. 78% of consumers trust peer recommendations; Only 14% trust advertisements

25. Every single Fortune 500 company is currently represented on LinkedIn

26. By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network

27. Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen

28. There are over 200,000,000 blogs today11Source: Socialnomics, Atlas Research

29. 12 2009 © ED Solutions, Inc.12Social Media StrategyConsider-ObjectivesBest Audience for Your GoalsWhat Calls to Action Will You Use?How Will You Measure Success?VisitsFollowersReturn on conversation?(Last) Best Tools for You

30. 13 2009 © ED Solutions, Inc.13Mission: Greater Spokane Inc.Increase membership and profile in the communityPosition GSI as an expert in matters relating to business, economic development, and public policyReach out to business owners and site selectors to position the Spokane region as an ideal location for business.Does not replace face-to-face interactionCost-effectiveConvenientCreates Visibility

31. 14SEO & SoMeSocial media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.

32. 15 2009 © ED Solutions, Inc.15About LinkedIn“A professional network of trusted contacts.” 42 Million plus users worldwide, in 170 industries and 200 countriesExecs in of the Fortune 50060% of incomes over $93,000Segments:Executives: 28%Networkers/Consultants: 30%Late Adopters: 22%Exploring options: 20%People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users.

33. 16 2009 © ED Solutions, Inc.LinkedIn most closely mirrors what you do in the real world. You have a rolodex – so does LinkedIn. You email people – and can do so on LinkedIn. You attend meetings – and can do so via LinkedIn. You create committees and Groups, and can do so on LinkedIn. You conduct prospecting efforts – and can do so on LinkedIn. In short, LinkedIn is an essential tool for economic developers. 16Where does LinkedIn “Fit In”?

34. 17 2009 © ED Solutions, Inc.Key Features of LinkedInYour profile

35. Your Contacts

36. Your Connections

37. Status updates

38. Groups

39. InMail Feature

40. Applications

41. Advertising

42. Mobile Access17

43. 18Using LinkedIn

44. 19Building profilesEducation and expertiseClients you have worked withFull contact information Link/address to Twitter pageLink to GPEC websiteSlideshare “Slidespace” Membership groups (groups joined)Upcoming and past eventsUpcoming sales trips (as events)

45. 20Building your contact list and your connectionsInventory contacts associated with past dealsInventory industry specific contactsAs a team, set territoriesImport lists into OutlookImport contacts from Outlook into Linked InUse your Outlook dashboard religiouslyWrite a personalized invitation – keep it simple. Send invitations to those you know well en masseWork your 1st degree connections to gain introductions to others on your list

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47. 22Working your networkStatus updatesJoining GroupsCreating New GroupsSlide share of new contentPosting news in GroupsHosting and joining events

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50. 25Assignment for LinkedInSet a goal for network size and coverageInventory and categorize your contactsImport into outlook, then LinkedInSet a goal for growing your networkSend out one mass invitationWork key connections to grow your networkJoin this group: Next Gen Economic Development Marketers

51. 26Nielsen’s Report- June 2009Twitter is no longer just a platform for friends to stay connected in real time, it has evolved into an important component of brand marketing in both the consumer and corporate worlds Fastest growing site in the Member Communities category at 1,382% with Zimbio and Facebook growing at 240 percent and 228 percent” Twitterers are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. The majority of people visit Twitter.com while at work, with 62 percent of the audience accessing the site from work Text messaging offers a third platform for consumers and businesses alike to take part in the twitter craze. In the last quarter of 2008, 812,000 unique users sent or received Twitter text messages from AT&T or Verizon cell phones 2009 © ED Solutions, Inc.26About Twitter

52. 27Why?You can connect with your existing businesses, entrepreneurs, creative class YP’s.Follow your competitors and find out what others are saying about your community.Bloggers can use it as a mini-blogging tool to promote full posts.Through TwitPic post shots of buildings, sites, etc.Link share to share articles from/to all the above.

53. 28Where Does Twitter “Fit In”Link sharing, not trite sharingOffer twitter feeds to chamber membersSearch twitter to see if existing companies in your community are tweetingStart conversations on Twitter- e.g., does anyone know which skills their employees need and aren’t found in X.Celebrate newsworthy events

54. 29Advanced Twitter Searchhttp://search.twitter.com/advanced