Atlas IEDC Economic Development Branding Using Social Media
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Atlas CEO Ben Wright co-presents with DCI's Andy Levine about "Community Branding Online, A Positive Presence in an Opinionated World," as part of the International Economic Development Council's (IEDC) social media series.
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Atlas IEDC Economic Development Branding Using Social Media
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- 2. Insert CTA Header Download this presentation and others at: http://atlas-advertising.com/community-marketingpresentations.aspx
- 3. Meeting Agenda 1. Your presenters today 2. Recap of last session 3. How social media is changing how brands are experienced 4. Six examples of how community brands are experienced through social media 5. Five things not to do with social media 6. For fun: What economic developers can learn from social media savvy celebrities 7. Q&A 8. Wrap up 3
- 4. TODAY’S PRESENTERS Insert CTA Header Profile: https://www.linkedin.com/in/atlasad Group: Next Gen Economic Development Marketers 4
- 5. TODAY’S PRESENTERS Insert CTA Header LinkedIn Group: Economic Development 2.0 (6,183 members and growing) 5
- 6. Poll question: What is the most useful thing you have learned in this series so far? 6
- 7. Poll question: What would you like to learn more about? 7
- 8. A RECAP OF LAST SESSION – SOCIAL MEDIA FOR TALENT ATTRACTION A CONTENT MARKETING SCHEDULE AND SCORECARDS: DOWNLOAD CONTENT MARKETING SCHEDULE CHOOSE NEW JERSEY NASHVILLE
- 9. THE TALENT ATTRACTION LANDSCAPE Labor force demographics will shift profoundly: When it comes to attracting employees with critical skills, the task becomes even more challenging. Today, 65% of global companies and more than 80% of companies in fast-growth economies are having problems finding employees with the skills they need Towers Watson, an HR consultancy 9
- 10. 40% percent of workers plan to look for a new job within the next 6 months with 69% using social media to do it. 10 Source: 2013 Ranstad Staffing Study
- 11. THE TALENT ATTRACTION LANDSCAPE 1. Problems attracting critical-skill employees • Desperate for workers, many companies will become more accepting of diverse employees, particularly older workers and women. 2. The talent market is increasingly global and mobile • Economic development and greater integration across markets in the past few decades have caused many talented people to explore career opportunities overseas. 3. Employees gain more bargaining power • The employer will no longer define the workplace; rather, employees’ priorities and preferences will dictate what the future workplace will look like, particularly now that technology makes it easier than ever to design a variety of flexible arrangements. Companies operating in aging societies will have to craft methods to engage or re-engage the experienced base of talent. Companies that fail to respond to this change and do not succeed in redefining their employee value proposition will fail to attract, retain or develop talent effectively. 11
- 12. How social media is changing how brands are experienced 12
- 13. A COMMUNITY BRAND IS… The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique. A community brand is NOT: 1. A logo 2. A slogan 13
- 14. A BRAND IS BUILT BY WHAT OTHERS SAY ABOUT YOUR COMMUNITY – NOT WHAT YOU SAY ABOUT YOURSELF Engage the Right Voices: • Key Influencers…Within your target industries • The “Passionistas”… Individuals who love your community and have large social media followings • News Media…National and regional business/lifestyle press 14
- 15. Put Another Way: The Calf Rarely Brands Itself 15
- 16. Poll question: How much control or influence do you have over your community brand today? 16
- 17. How site selection consultants experience brands today Experience % Important Third party national data sources Past experience with other deals Site visits (familiarization tours) Existing relationships with economic development officials Community websites News stories about communities Word of mouth from your peers Existing relationships with local real estate community National conferences Social Media/Social Networks Calls from local officials Trade magazines 17 88.9% 85.2% 81.5% 77.8% 61.5% 59.3% 48.1% 42.3% 33.3% 32.0% 29.6% 7.4%
- 18. Insert CTA Header 6 EXAMPLES OF HOW COMMUNITY BRANDS ARE EXPERIENCED THROUGH SOCIAL MEDIA 18
- 19. Insert CTA Header EXAMPLE 1: WHY LINKED IN SHOULD BE THE CENTER OF EVERY ECONOMIC DEVELOPMENT SOCIAL MEDIA STRATEGY 19
- 20. WHY LINKED IN SHOULD BE YOUR FOCUS: BUSINESS PEOPLE USE IT 20 Courtesy: Wayne Breitba
- 21. WHY LINKED IN SHOULD BE YOUR FOCUS: PEOPLE CONGREGATE AROUND IDEAS THERE 21 Courtesy: Wayne Breitba
- 22. WHY LINKED IN SHOULD BE YOUR FOCUS: IT HAS THE BEST NETWORKING TOOLS 22 Courtesy: Wayne Breitba
- 23. WHY LINKED IN SHOULD BE YOUR FOCUS: IT HAS 3 MILLION COMPANY PAGES ALREADY 23 Courtesy: Wayne Breitba
- 24. WHY LINKED IN SHOULD BE YOUR FOCUS: EXAMPLES OF ED BRANDS ON LINKED IN 2. 1. 24
- 25. WHY LINKED IN SHOULD BE YOUR FOCUS: EXAMPLES OF ED BRANDS ON LINKED IN 25
- 26. Insert CTA Header EXAMPLE 2: WHY THE RISE OF THE DIGITAL AMBASSADORS CAN BENEFIT YOUR COMMUNITY 26
- 27. THE RISE OF THE DIGITAL AMBASSADORS Innovative, grassroots program that: • Engages business leaders & residents with large social media following • Provides them with interesting content that can be shared on Twitter, Facebook or LinkedIn • Tracks engagement with target audiences 27
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- 29. Top cities for technology start-ups By Jefferson Graham, USA TODAY Denver: The Mile High City and nearby Boulder have been start-up magnets for years, thanks to Internet household names such as MapQuest (acquired by AOL in 2000) and photo-sharing site Photobucket, the second-most-visited online photo site. Boulderbased incubator TechStars takes on 50 companies a year and has an $80 million fund for start-ups, while Foundry Group invests up to $225 million. "We're not Silicon Valley and never will be," says TechStars CEO David Cohen. "We're only 100,000 people, but the activity per capita is enormous." 29
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- 34. Insert CTA Header EXAMPLE 3: HOW YOU CAN INTRODUCE YOUR BRAND TO NEW PROSPECTS USING LINKEDIN 34
- 37. OPTION 3: SPONSOR AN UPDATE 37
- 38. Insert CTA Header EXAMPLE 4: HOW INFOGRAPHICS HAVE BECOME VITAL TO YOUR BRAND 38
- 39. THE RIGHT INFOGRAPHIC IS WORTH A THOUSAND DATA POINTS Take A Lesson from USA Today • Presents information in an easy-to-understand format • Provides valuable content that can easily be shared 39
- 40. How Most ED Groups Present Data COVERED EMPLOYMENT BY MAJOR INDUSTRY ANNUAL AVERAGE 2011 Metro Denver & Northern Colorado Metro Denver Industry Description Private Sector Agriculture Mining Utilities Construction Manufacturing Wholesale trade Retail trade Transportation & warehousing Information Finance & insurance Real estate, rental & leasing Professional & technical services Management of companies Administrative & waste services Educational services Health care & social assistance Arts, entertainment & recreation Accommodation & food services Other services Non-classifiable Government Adams Arapahoe 966 352 596 13,799 11,472 13,388 16,867 12,879 2,462 2,741 2,555 5,039 1,272 10,103 1,493 14,888 932 12,272 4,657 2 26,076 75 1,338 169 13,361 7,346 13,193 30,075 2,882 18,579 24,707 5,552 25,939 6,487 23,975 3,690 33,024 3,463 21,323 7,634 10 34,880 Boulder Broomfield 389 251 235 3,783 15,920 5,088 15,582 1,166 8,657 4,751 2,082 22,185 939 6,492 1,922 18,314 2,775 14,977 4,430 8 26,189 N/A 16 N/A 1,136 4,779 1,351 5,066 85 2,869 872 438 4,306 1,940 825 342 1,412 270 2,921 576 ** ** Northern Colorado Denver Douglas 128 6,977 1,799 13,694 18,790 24,492 26,365 20,906 12,606 23,674 9,845 38,398 9,568 32,006 9,976 44,273 7,246 41,474 14,404 33 66,111 105 330 ** 5,984 2,222 3,254 15,197 716 4,776 5,551 1,026 9,071 2,351 4,138 1,552 7,987 3,143 9,888 2,867 20 10,849 Jefferson Metro Total 335 404 855 10,532 17,314 6,604 28,261 2,283 3,580 7,434 3,449 19,918 2,678 11,164 2,761 23,965 2,590 19,863 6,296 9 34,705 ** 9,668 ** 62,289 77,843 67,370 137,413 40,917 53,529 69,730 24,947 124,856 25,235 88,703 21,736 143,863 20,419 122,718 40,864 ** ** Larimer 627 333 241 7,102 10,947 2,989 16,816 2,083 2,504 3,185 2,138 8,893 557 8,204 1,207 16,884 1,967 14,788 3,568 27 23,746 40 Weld N. CO Total 3,448 4,116 275 6,392 11,201 3,605 7,849 2,500 773 2,897 936 2,031 1,340 4,177 361 8,049 767 5,995 1,764 6 13,634 4,075 4,449 516 13,494 22,148 6,594 24,665 4,583 3,277 6,082 3,074 10,924 1,897 12,381 1,568 24,933 2,734 20,783 5,332 33 37,380
- 41. How We Should Present Data 41
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- 43. Insert CTA Header EXAMPLE 5 : IN-COMMUNITY BRANDING USING SOCIAL MEDIA 43
- 44. CEO blog and public commentary 44
- 45. The video briefing or webinar 45
- 46. THE LOCAL LINKEDIN GROUP 46
- 47. Content marketing via Slideshare 47
- 48. Insert CTA Header EXAMPLE 6: A TALE OF TWO VIDEOS 48
- 49. The YouTube Opportunity Storytelling Done Right • Number two search engine in the world • More than 100M YouTube Subscribers • 700 YouTube videos are shared on Twitter each minute. 49
- 50. A Tale of Two Videos “This is My Kentucky” 5,045 Views “Kentucky Kicks Ass” 50 79,663 Views
- 51. Insert CTA Header 5 THINGS NOT TO DO FROM A BRAND PERSPECTIVE THROUGH SOCIAL MEDIA 51
- 52. FIVE THINGS NOT TO DO FROM A BRAND PERSPECTIVE ON SOCIAL MEDIA not conversing • Being over promotional – selling, • Not telling the truth about your community • Making your organization look like it takes Friday afternoons off (Lehigh Valley) • Not being intentional about what you post (being haphazard • Posting when your calendar tells you to, not when you have something to say 52
- 53. Insert CTA Header FOR FUN: WHAT ECONOMIC DEVELOPERS CAN LEARN FROM CELEBRITIES ON SOCIAL MEDIA Adapted from the article “How Big Brands Can Learn from Social 53 Media-Savvy Celebrities” in:
- 54. WHAT ECONOMIC DEVELOPERS CAN LEARN FROM CELEBRITIES: • Personality matters – people connect with personas • Authenticity matters – people need to believe you care • Understand the shortcomings of social networks – they are simply distribution networks, not a replacement for a relationship • Converse, don’t sell – engage around topics and interests, not 54 logos and websites.
- 55. Poll question: Based on today's presentation, do you believe you can have more, the same, or less influence on your community's brand using social media? 55
- 57. Insert CTA Header WRAP UP 57
- 58. Insert CTA Header Download this presentation and others at: http://atlas-advertising.com/community-marketingpresentations.aspx 58
- 59. Thank you! Contact information: 1128 Grant St Denver, CO 80203 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace 59
Editor's Notes
- Create a landing page where people can sign up that ties into a specific brand for your ambassadors. Use a software like Social Toaster: It’s a widget that links to your website and allows ambassadors to register their personalFacebook, Twitter, and LinkedIn accounts to share content. I’ll give you an example of how it works.
- Next, you send an email out to all your ambassadors.
- It then automatically populates their networks
- First, you need to publish, relevant copy on your website. This article repurposes the fact that USA Today recently ranked Denver/Boulder as a top 10 City for tech startups. The EDC leads with that, but then also interviews tech companies in the region to find out why they are in Colorado.
- Using a software program such as Social Toaster, you can track how many ambassadors you have (Denver has 115); many visits are coming back to your website. The most popular links that your ambassadors are sharing, the ones that bring people back to your site
- Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google's ground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
- Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google's ground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.