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LIDEA Social Media Presentation

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“How Social Media can Supercharge your Recruitment and Retention Efforts”
There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!

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LIDEA Social Media Presentation

  1. 1. How Social Media can Supercharge your Recruitment and Retention Efforts 1
  2. 2. About AtlasAdvertising 2
  3. 3. We do things like this… 3
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  7. 7. Screen shot of Jobs Ohio Promotion of Atlas developed Assetmapping tool, easily view able on IPad devices 7
  8. 8. Tucson concepting8
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  11. 11. And we’repassionate about things like… 11
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  16. 16. And we’re particularly passionate about … 16
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  21. 21. All because… 21
  22. 22. About Atlas AdvertisingWe Believe That Economic Developers Makea Difference in the Communities They Serve 43+ Atlas’ Mission is to create vital communities 90+Our process, knowledge and background enables us to take a comprehensive approach to economic development marketing and attraction. 22
  23. 23. Join the community, continue thedialogue, get the slides • Join the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd – Tweet questions using hashtag #AskAtlas • Join the community of innovative economic development marketers – Join our Next Gen Economic Development Marketers LinkedIn Group • Get the slides: www.atlas-advertising.com/community- marketing-presentations.aspx 23
  24. 24. Questions we will answer 1. What online tactics are you and your colleagues using today? 2. What are the basic metrics that you should be trying to achieve, and what defines “good” performance? 3. How should your online marketing and attraction approach differ depending on your organization’s size, goals, and funding? 4. What is Social Media? 5. Why Social Media is important? 6. 7 Things you should be doing with Social Media today. 24
  25. 25. How To Vote via Texting 1. Standard texting rates only (worst case US $0.20) 25TIPS 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
  26. 26. Marketing tactics available toyou• Website• GIS• Email• Search engine marketing• Content marketing• Google content network/re-targeting• Prospect presentations via online meeting• Social Media 27
  27. 27. A few principles that drive (or should drive) economic development marketing 28
  28. 28. What worked 20 years ago is not the same as what works today. 29
  29. 29. What hasn’t changed:To make a difference, we have to serve companies directly. 30
  30. 30. If we are not havingconversations, we are not making a difference. 31
  31. 31. What has changed: The ways we startconversations have changed forever. 32
  32. 32. A simple framework to help define success: High Performance Economic Development 33
  33. 33. What High PerformanceEconomic Development Is• It is the first measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.• It proves the ways we make a difference, and in some cases, the ways we don’t.• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide. 34
  34. 34. Benchmark yourcommunity today Drop your business card with me after the speech! 38
  35. 35. What is Social Media? 40
  36. 36. Social Media Definition,provided by social media At its most basic sense, social media is a shift in how people discover, read and share news, information and content. Its 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). 41 Source: Wikipedia
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  38. 38. Why Social Media is important –Challenges from the ED profession 1. “I just flat out don’t have time for that stuff.” 2. “So you’re telling me I can “Google” on my Facebook?” 3. “Social media is for young people.” 4. “My Grandchildren use Facebook – I cant use it. They wouldn’t “friend” me anyways.” 5. “Twitter sounds like a sexual innuendo.” 43
  39. 39. An indication of what is to come?“Young companies are all about social media. Their whole concept is opensource everything. They rely on an online community. They’re buildingenthusiasts for their product online. I have a current client in the automanufacturing space that loves social media. These guys are choosing theirlocations based on what their online community says they want.”“If you can find companies on social media, you can reach them. Bigcorporations not using it this way, but small guys are for sure.”“As people who live in the community find these great companies, they couldconnect ED with companies. Blog with your citizens about what they like andwhat they know about. Tips are good. My fear is how do you know you have thegood information in these channels? I am just learning myself.” -A Site Selector (2009) 44
  40. 40. Social Media Success 45
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  42. 42. When Social Media #Fails 48
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  44. 44. 7 You Should be Doing with Social Media Today:Supercharge your Recruitment and Retention Efforts 50
  45. 45. 7 things you should be doing with Social Media today1. Use a variety of tools to recruit Site Selectors and prospects to online meetings fam tours.2. Develop a dedicated approach to using LinkedIn for prospecting • TRY LINKEDIN ADS3. Use Twitter to engage your investors and community stakeholders, and to share information about your community4. Integrate Social Media and sharing into your websites5. Use a Social Media dashboard to manage your content6. Use Slideshare for content marketing– its free and it’s a massive trend7. Develop a dialogue with your workforce and residents with Facebook 51
  46. 46. 1. Recruiting site selectors andprospects to online meetings1. Fam tours consistently rank as the best communication tool you have. However, they are expensive, roughly 5-10K per participant.2. Using standard tools that are free or <$50 per month, you can have 5- 10 prospects with you virtually.3. Tools include Webex, GoTo Meeting, Adobe Connect Pro4. Set a schedule, one per quarter, and set a content schedule5. Recruit using email and Linked In6. Make the content “inside” information7. Offer an incentive for Site Selectors to attend.8. Consider private, one on one meetings as well.9. Record the presentation, post your content on Slideshare and YouTube, then embed in your website. 52
  47. 47. 2. Using LinkedIn forprospecting -Build your profile1. Education and expertise2. Clients you have worked with3. Full contact information4. Link/address to Twitter page5. Link to your website6. Slideshare “Slidespace”7. Membership groups (groups joined)8. Upcoming and past events9. Upcoming sales trips (as events)10. Use LinkedIn ads 53
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  49. 49. LinkedIn for prospecting - Buildyour contact list1. Inventory contacts associated with past deals2. Inventory industry specific contacts3. As a team, set territories4. Import lists into Outlook5. Import contacts from Outlook into Linked In6. Write a personalized invitation – keep it simple.7. Work your 1st degree connections to gain introductions to others on your 55 list
  50. 50. % of site selectors on LinkedIntoday: 81% + 57
  51. 51. 3. Use Twitter to engagecommunity stakeholders• Twitter is not yet an established prospecting tool.• However, it is used by influencers, and while at work.• It is an outstanding tool for breaking news, and your community partners, investors, and other stakeholders will follow you.• Judge the success of your Tweeting by a few factors: • How many followers you have • How often you Tweet (one or two times a day) • How frequently you are Re-Tweeted • Traffic you get to your site from Twitter posts.• Use an insider, “edgy” tone to your posts.• Break real news with it…otherwise none will follow 58
  52. 52. 4. Integrate Social Media andsharing into your website1. Update the content on your website or blog at least weekly2. Integrate “Add this” or “ShareIt” features into your site3. Introduce LinkedIn, Facebook, and Twitter icons on your site 59 http://nlep.org/News---Media.aspx
  53. 53. 5. Content Marketing UsingSlideshare 60
  54. 54. Content Marketing UsingSlideshare 61
  55. 55. It’s audience is professional 62
  56. 56. How one organization uses it 63
  57. 57. 6. Utilize a Social MediaManagement System1. HootSuite was built to enhance communications though social media platforms2. Advanced measurement tools to gauge engagement or report on success3. Google has tools that let you do much of this for free. 64
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  59. 59. 7. Develop a relationship with your workforce using Facebook1. The size of the Facebook community is too large to ignore2. Facebook does have some mixing of business and personal content3. Expect Facebook to move more into LinkedIn’s space over time 66
  60. 60. Wrap up: 7 things you should bedoing with Social Media today1. Use a variety of tools to recruit Site Selectors and prospects to online meetings fam tours.2. Develop a dedicated approach to using LinkedIn for prospecting • More Advanced? Try LinkedIn Ads3. Use Twitter to engage your investors and community stakeholders, and to share information about your community4. Integrate Social Media and sharing into your websites5. Use a Social Media dashboard to manage your content6. Use slideshare for content marketing– its free and it’s a massive trend7. Develop a dialogue with your workforce and residents with Facebook 67
  61. 61. Thank You! Contact information: 1128 Grant Street Denver, CO 80203 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com Keeley Sullivan Keeleys@atlas-advertising.com T: 303 2923300 ext 227 www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | 68 Blog | Slidespace

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