Learn how to expand your community\'s presence online with social media. This presentation provides a detailed overview of several social media channels while including advice for how to monitor your brand online, manage your activities, and measure results.
Expanding your Community\'s Presence Online with Social Media
1. Expanding
your
Community's
Presence
Online
with
Social
Media
2. Economic Development & Community
Marketing Experience
WHO
WE
WORK
WITH
Website Design
Economic
Development
Community Branding
Organiza3ons
U3lity
Company
ED
Teams
Retail Recruitment Guides
Wayfinding Signage
Chambers
of
Commerce
Target Industry Marketing
Tourism
Social Media & Blogs
Downtown
Redevelopment
Content Development
Main
Street
Programs
PowerPoint Presentations
Local
Governments
E-Newsletters
Na3onal
Heritage
Areas
Graphic Design
3. ?
Why is having a strong
online presence for your
community important?
4. The vast majority of
research to narrow
down a list of potential
sites is done online.
5. !
If you haven’t made a
commitment to provide a
great website and actively
use social media, you are
missing the boat.
6. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
7. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
9. Think about who you are
trying to reach
Site Selectors Retailers Industry Sectors Existing Industry
Industry Reps Stakeholders
10. Branding Your Community
Your community brand captures both tangible
and intangible qualities that create a community
personality and make your community truly
unique
Your brand is your
reputation and your
promise of distinct value We’re
Different!
Your website is the primary place
to develop your brand online, but your brand
should be consistent across all social media
11.
12.
13.
14. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
16. What can you talk about?
Industry announcements
New business startups/entrepreneurship
Workforce programs and education
Company profiles
Local business news
Unemployment updates and related reports
Share blogs, videos, photos
Learn from organizations featured in this
presentation
17. LinkedIn
If nothing else, participate here
Broad reach beyond local market
This is your top business networking
tool, without having to travel to a
conference or other networking
event at a distance
Participate daily - or weekly at a
minimum
18. Make sure all key employees have
profiles and actively build connections
19. Search for and actively participate in
industry groups locally, nationally,
internationally
24. Twitter
Rapidly growing in importance
Young professionals
Tech Savvy participants
Broad reach beyond local market
Participate daily or multiple times
per day
29. Using # and @
Use @ to mention an organization or individual
by name – this shows up in their feed (and is
very desirable) @RedSageAL
Use # to highlight topics to show up in searches
such as #EconDev #SiteSelection #Branding
Create your own #hashtag for an event or
campaign such as #SEDC2012 or
#RS_SageAdvice – use to create buzz at an
event
30.
31.
32.
33. Facebook
Engagement and relationship building
with your local market primarily
More personal, informal and friendly
Know your goals for using this:
Top of mind in local market
Sharing local business news, or building
support for a local issue
Cross sharing/SEO opportunity
36. Google+
Very small (but growing)
audience
At a minimum, duplicate the posts
you are posting to Facebook or
Twitter
Cleaner navigation than Facebook –
almost works like a micro-site with
social media engagement
39. Blogging
Terrific opportunity to give your
take on local news and trends –
plus this is the best way to:
create new personalized content to
share across web and all channels
Drive traffic to your website
Increase the odds you will show up in
search engines – awesome SEO tool
40. Blogging
Personal thoughts about current
news or situation
Keep short – 1 paragraph is fine
Best is at least once a week, but
even a well maintained once a
month blog is better than most
communities
41. Blog Topics
New business announcements
Career tech education locally
Expansions – and why
Entrepreneurship
Local business resources
New regulations
Top jobs locally
Etc.
42. Blog Software
Part of your website
Blogger
Blogspot
Wordpress
Doesn’t really matter what you use
as long as you are sharing and
promoting your blog
43.
44.
45.
46. YouTube
Highly recommend starting to
incorporate video into your
efforts, if you are not already
doing this
47. Greenville, SC
http://www.youtube.com/gogadc
About GADC video
Industry profiles
Testimonial videos from young
professionals
50. Growing your audience:
Follow to be followed
Follow industry leaders on social media and
on their blogs
Promote those already championing for you
Be an active follower by retweeting, sharing,
and commenting
Actively participate in LinkedIn Groups
Continuously find and add LinkedIn
connections
51. Give it time!
It can take up to a year of diligent work to
see the results of a good social media
participation
52. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
53. Choosing How to Participate
Choose how and where to participate:
What do you have time to be consistent
with? (Don’t start a blog if you aren’t
committed to keeping it going)
Give it time: You won’t see results
overnight, be patient and be consistent
54. Carve out time:
Devote a realistic amount of time for social
media each week – half hour a day? One
hour a week?
Make it a priority and be committed to it
Scale back and focus on one thing if time
is an issue
Don’t forget to take the time to plan in
advance
55. Build a process
Add an agenda item to a weekly or
monthly meeting: what should we blog
about this week? What is going on that we
want to talk about in social media?
Decide what topics you’ll cover: use an
editorial calendar to keep things organized
but make sure you build in flexibility too
56. Share the load:
Encourage ideas from employees or
members of your organization
Give others a chance to create blogs,
posts, videos, photos, and more
Share the floor with other industry experts
and guests
You don’t have to create everything –
retweet and share other’s posts
57. Schedule ahead:
Great free (or inexpensive) tools for this:
• Facebook – allows scheduling now
• CrowdBooster.com – Facebook Page & Twitter
• HootSuite.com – Facebook and Twitter
• TweetDeck – Facebook, Twitter
58.
59.
60. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
61. Know what is being said
Whether you use social media or not,
people will still be talking about your
organization and your community online
Monitor all social media platforms for
comments and respond to comments as
quickly as you can
62. Respond quickly to any
negative posts
If at all possible, respond to negative posts
rather than deleting them from your feeds
Do not get into a “he said she said”
argument if the post was negative –
respond professionally and move it offline
65. Easy monitoring:
NutshellMail.com
Offered by Constant Contact
Monitors mentions and activity:
• Facebook
• Twitter
• LinkedIn
• Foursquare
Reports are emailed to you
FREE!
66.
67. Twitter.com/Search
Search for variations
Find people singing your praises and
follow them
Search for your competitors
Search for industry terms
68.
69. www.Google.com/Alerts
Set up alerts for your company name,
products, and other identifying keywords
Set up alerts associated with your
competitors
Set up alerts for terms associated with
your industry
70.
71. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
72. Sample Social Media Goals:
Increase the number of people who
actively engage with a like or a share or a
mention by 5 each month
Get three-four responses on average for
all posts within one month
Gain 10 new followers/fans each month
73. Measure website traffic
with Google Analytics:
Answers questions such as:
How much traffic is coming to the site?
How did visitors get to the site?
What keywords are working best?
What content is working best?
Is social media & blogging driving traffic?
How did social users engage with the site?
74.
75. Facebook Insights
Answers questions such as:
• How did people respond to my posts?
• How far is my reach?
• How much has my following grown?
• Which types of posts are the most shared and
commented on?
76.
77. Measure your online influence
with Klout.com
• Measures engagement with your social media accounts
• Measures reach by the number of people who share your
posts and how many followers they expose you to
• Requires very consistent effort and very high quality posts
to score high
• Great way to look at who is most influential online and
how they are using social media
78.
79. What We’ll Cover Today
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
80. Don’t forget to promote social
media engagement
Links and feeds on your website
Icons on your business cards and print
materials
Actively promote and link to from e-
newsletters
Anywhere you market yourself – make
sure you are promoting social media
81. We’re done!
1.
Defining
Your
Community’s
Brand
3.
Exploring
Your
Social
Media
OpJons
4.
Managing
Social
Media
AcJviJes
2.
Monitoring
Your
Brand
Online
5.
Measuring
Results
6.
IntegraJng
with
Other
MarkeJng
AcJviJes
82. Thank you!
Ellen Didier, President
Red Sage Communications, Inc.
Stop by my booth!
www.RedSageOnline.com
www.CommunityResults.com
facebook.com/redsage twitter.com/ellendidier linkedin.com/in/
ellendidier