This document provides an agenda and presentation for a session on using social media to enhance business retention and expansion (BR&E) efforts. The presentation discusses how BR&E has changed and how social media can be leveraged through a dynamic approach. It provides tips for economic developers, including extending branding efforts online, engaging existing businesses on social media, creating a content strategy, and using social media to drive traffic to websites. An example is given of how LinkedIn can be used to connect with funders, board members, volunteers, talent, and supporters. The presentation concludes with a template for a social media publishing schedule for economic developers.

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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
–
A look at score cards
•
Choose New Jersey
•
Nashville
3. A Formative idea for today’s session
4. BR&E from 30,000 feet
5. What are 5 Tips that we can implement to enhance our BR&E Efforts
through social media?
6. A Practical Takeaway – Example LinkedIn
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7. Social Media Calendar for BR&E

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YOUR PRESENTERS TODAY
http://www.linkedin.com/in/laithwardi
https://twitter.com/GuillermoMazier/status
/393872715871825920/photo/1
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5. A RECAP OF LAST SESSION –
MARKETING METRICS THAT
MATTER
EXAMPLES OF GOOD SCORE CARDS OR METRICS REPORTING:
CHOOSE NEW JERSEY
NASHVILLE

8. Current CNJ Metrics
Conversation includes: Hand-offs, Site Consultants, Site Visits and RFIs
2012 Actual
2013 YTD
2013 Goal
Website Visits
11,686
6,930
20,000
Conversations
176
163
Jobs
Announced
5126
Capital
Investment
$443,100,608
Average EDO
Top
Performers
By Size
29,181
58,740
NA
148
130
110
NA
1,768
10,496
$13,969,310
NA
$244,696,502
$457,858,333

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10. BENCHMARK YOUR
PERFORMANCE TODAY
Get the report:
http://www.slideshare.net/wright04
05/atlas-high-performanceeconomic-development-white-paper
Take the survey to
participate:
http://atlasadvertising.com/CommunityBenchmarking-Study.aspx
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11. Formative Idea for Today’s Session
”Prospects (Site Selectors,
Companies, Talent) are now in control
of when and how they access
information during the purchase
process. At the same time, Economic
Developers are constrained by tight
budgets while charged with longer to-do
lists, including the need to interact with
board’s, stakeholders and customers
across a variety of marketing, political,
financial and infrastructure channels”
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12. HOW OLD ARE
YOU?
POLL QUESTION:
WE WONT
TELL…..
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13. Poll Question: What % is social
media part of your business
retention and expansion program?
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14. Poll Question: What is the most
effective social media tool for your
business retention and expansion
program?
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15. Poll Question: Has anyone ever
thanked or helped anyone using
social media?
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BR&E FROM 30,000 FT
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17. Customer Retention 101
Customer retention is the activity that a selling
organization undertakes in order to reduce
customer defections. Successful customer
retention starts with the first contact an
organization has with a customer and continues
throughout the entire lifetime of a relationship. A
company’s ability to attract and retain new
customers, is not only related to its product or
services, but strongly related to the way it
services its existing customers and the reputation
it creates within and across the marketplace.
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Source: Impact Learning Systems

18. Customer retention is
relationship based.
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Source: Peppers and Rodgers

19. It occurs when you consistently
meet customer expectations.
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Source: Peppers and Rodgers

20. Customer profitability/ROI
increases over the life of a
retained customer.
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Source: Emmet and Mike Murphy

21. It costs 6-7X more to acquire a
new customer versus retaining an
existing one.
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Source: Bain and Company

22. It takes 12 positive customer
experiences to overcome a
negative one.
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Source: Understanding Customers by Rudy Newell-Legner

23. Negative experiences are
shared almost 2-to-1 over
positive ones.
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Source: AMEX Global Customer Service Barometer

24. 96% of dissatisfied customers
never hit the radar screen. They
suffer quietly.
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Source: Harris Interactive 2011

25. 70% of customers will do
business with you again if
resolve their complaints.
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Source: Understanding Customers by Rudy Newell-Legner

26. 68% of customers leave
because they think you don’t
care about them.
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Source: Rockefeller Corporation

27. Word of mouth feedback is
trusted 84%. On line
feedback is trusted 68%.
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Source: Social Media Today

28. Economies throughout the globe have
changed fundamentally since the
recent ‘great recession.’
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29. Companies, today, are operating at
warp speed in largely unfamiliar and
unforgiving markets.
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30. The global economy and its private
sector companies are redefining the
‘rules of engagement’ for us.
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31. Their realities have changed.
Our approach must too.
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32. No where is this more evident than
in business retention and
expansion.
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33. Strategies and tactics that worked a
few years ago are failing today.
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34. Survey-based BR&E is not agile
enough for globally competitive
markets and companies today.
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35. A Static Approach…
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36. With Other Limitations…
Time Intensive
Resource Intensive
Dependent on Outreach Skills
Limited Scope/Impact
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37. Insert CTA Header
DYNAMIC
BR&E AND THE ROLE OF
SOCIAL MEDIA
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38. A Layered Approach
100+
Social Media
Business Walks
Focus Groups
High Value Content
Traditional Outreach 1
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39. A Dynamic Approach
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40. Social Media
is Media
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41. MESSAGE
What you have to say
How you want to say it
Your audience
The medium/channel
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42. REACH
Targeted to a single person
For a specific group(s)
For a mass market audience
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43. FREQUENCY
Hourly
Daily
Weekly
Monthly
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44. COST
Budget factors
Definition of success
Desired ROI
Ability to leverage resources
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45. MIX
Other social media
Traditional mass media
BRE outreach and events
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46. ADOPTION
Listening/learning
Sharing/caring
Testing the waters
Pushing the agenda
Reinforcing the brand/image
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Source: Dynamic Small Business Network

47. TOP 100 METRO EDO’S
75% on
71% on
69% have a profile
51% have a group
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Source: Development Counsellors International (DCI)

48. 2013 SEARCH
2013 SEARCH VOLUME
ECONOMIC DEVELOPMENT
BUSINESS RETETION
2,930,000
180,000
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Source: YouTube

49. Insert CTA Header
5 TIPS TO ENHANCE YOUR BR&E
EFFORTS THROUGH SOCIAL MEDIA
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50. Economic Development is a
Spectrum of Activities
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51. 1. EXTEND BRANDING EFFORTS
• 90% of the Site Selection process starts
online
• Google has evolved from a 1996 research
project into the world’s most visited
website with more than five billion
searches every day. Providing the most
relevant search results to users fuels its
massive growth.
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52. 2. MIND YOUR COMMUNITY’S
BUSINESS…
•
•
•
•
Social media can be a
connection between you and
your clients -- a constant
presence that allows for
consistent engagement.
Connect with business owners
Stay up-to-date with news that
impacts business
Discover opportunities to help
businesses expand
Lets try it: http://www.google.com/alerts
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53. MIND YOUR COMMUNITIES
BUSINESS (cont)…
UNDERSTAND WHY SMALL BUSINESSES ARE
USING SOCIAL MEDIA AND HOW YOU CAN
LEVERAGE THAT FOR ECONOMIC
DEVELOPMENT
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The State Of Social Media Use In Small Business Infographic Infographic. State of small business report 2012

54. 3. FOCUS ON YOUR CORE
COMPANIES
Define and articulate your value
proposition via social media.
Engage your clients (businesses) in whatever phase of
the business cycle they are in
Expansion
and Growth
Rebuilding
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Workforce
Acquisition
Downsizing
and
Survival

55. A LOOK AT SARATOGA COUNTY
http://blog.atlas-advertising.com/?p=2637
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56. 4. CREATE A SOCIAL MEDIA
CONTENT STRATEGY
• Create a comprehensive strategy on
how you will connect to your existing
businesses:
– LinkedIn Group discussions
– Invite commentary on blog posts [SEE
ECONOMIC DEVELOPMENT
MATTERS BLOG]
– Twitter Chat on a weekly basis
– Highlight and feature companies on
Facebook
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57. BUILD DYNAMIC CONTENT
• Dynamic content is content that caters specifically to the viewer,
letting you provide relevant information whether they’re a prospect,
lead, or even a internal stakeholder. As a result, it provides the
opportunity for you to be a champion of “context” — providing the
right content at the right time.
• 144.8 billion - that’s the number of emails sent every day,
according to Mashable.
• Businesses that regularly blog receive 55% more web traffic and
70% more leads than those that don’t. Why? Because blogs are like
chum for Google and other search engines. They’re the bait that
reels in customers when they’re searching the Web
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58. HOW ONE EDO DOES IT.
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59. A GOOD BLOG EXAMPLE
http://blog.columbusregion.com
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60. A CONTENT MARKETING
SCHEDULE FOR BUSINESS
RETENTION AND EXPANSION

61. BONUS Poll Question: What is a
hashtag (#) ?
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62. A NOTE ON HASHTAGS..
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63. 5.USE SOCIAL MEDIA
TO DRIVE TRAFFIC TO
YOUR WEBSITE
• Use social media to drive
traffic to your site and
provide solutions to
existing businesses, as
well as services to
expanding businesses
GRAND RAPIDS,MI
http://t.co/C1cmH8Ieca
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65. A LinkedIn Case Study

66. Funders
B
F
Board Members
Talented Employees
Supporters
T
S
V
Skilled
Volunteers
LinkedIn helps connect you to the network you
need to achieve your mission

67. LEVERAGING LINKEDIN’S NETWORK
F
Strengthen relationships
with funders
An introduction to a local
foundation
B
Find the right quality board
member quickly
A board member with strategic
consulting experience
V
Recruit talented
professional volunteers
A graphic designer to re-brand
your materials
T
Identify top talent to work
for your organization/
A new Development Director
S
Build your brand and spark
dialogue among supporters
Professionals following your
organization’s LI page

68. F
BUILD RELATIONSHIPS WITH FUNDERS
Chances are you have connections to many of the funders you are
currently pursuing. Use LinkedIn to uncover those ties and improve
your relationship with your funders.
– Work with your board development committee to identify prospects
– Explore your network to uncover your ties and inroads
What if instead of
cold calls, you had
warm introductions?
You
Your Funder

69. B
QUICKLY CONNECT WITH COMPANIES AND BOARD
MEMBERS
LinkedIn makes it easy to explore your existing connections to find
potential board candidates. Connect with your current board in order
to fully leverage their connections.
Use “advanced search” and
filter by:
Keyword
• Geographic location
• Desired skills
• Company or affiliation

70. V
FIND COMMUNITY VOLUNTEERS
Looking for a particular skill set? Interested in building relationships
with volunteers from a particular company or industry?
 LinkedIn’s advance search feature makes zeroing in on the exact
talent you need easy.
A strategy consultant to
help build your 3-year plan
LinkedIn Confidential ©2013 All Rights Reserved
A part-time accountant
to maintain your books
A graphic designer to
create a new logo

71. T
IDENTIFY TOP TALENT FOR YOUR ORGANIZATION
With LinkedIn you can use “advanced search” to identify potential
candidates and then see shared connections. Speed up your talent
search and cut through the crowd to find a perfect match
LinkedIn Confidential ©2013 All Rights Reserved

72. S
BUILD MEANINGFUL SUPPORTIVE RELATIONSHIPS WITH
COMPANIES
LinkedIn is a vibrant community with hundreds of millions of
professionals worldwide. Your friends, fans and supporters are
already on LinkedIn. Invite them to become your advocates.
– Create a company page, grow your follower base,
and post updates to spread your message across
the LinkedIn network.
– Ask your supporters to list your organization on their
profile in the Volunteer & Causes section.
– Join a Linked Group that is relevant to your cause
and help drive the conversation.

73. SOCIAL MEDIA PUBLISHING SCHEDULE FOR:
ECONOMIC DEVELOPMENT MARKETERS .
Click here to Download:
http://atlas-advertising.com/media/docs/ClientResources/Atlas_Social_Media_Publishing_Schedule_Te
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mplate.xls

74. Questions
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75. Thank you!
Contact information:
1128 Grant St.
Denver, CO 80205
Contact: Guillermo Mazier
t: 303.292.3300 x 232
Guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
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