2. About this series
October 29: Supercharging Business Retention and Expansion with
Social Media
November 5: Engaging Talented Workers in a Global Economy
November 12: Community Branding Online: A Positive Presence in
an Opinionated World
November 19: Search Engine Optimization (SEO): Become an
Attention Hound
November 26: Economic Development Marketing From Good to
Great: 8 Economic Development Marketing Tips to Get Your
Community Noticed Today
2
4. Today’s Topic: Economic
Development Marketing - Metrics
that Matter - Changing the Debate
about Whether or not Economic
Development Makes a Difference
4
5. Your presenters today
Sara Dunnigan
Economic Transformation Strategist
Chmura Economics
Email
sara.dunnigan@chmuraecon.com
@saradunnigan
Ben Wright
CEO
Atlas Advertising
5
Email
benw@atlas-advertising.com
@atlasad
6. Questions we will answer
1. What would you like to get out of this series?
2. What is High Performance Economic Development Marketing?
3. What role should social media play in High Performance Economic
Development Marketing?
4. How can you use social media to start more conversations with
companies?
1. LinkedIn
2. Twitter
3. Facebook
5. What are the five things you can stop doing to make time for social
media?
6
7. What is High Performance
Economic Development
Marketing?
A few principles that drive
(or should drive)
economic development
7
9. “Economic development organizations
increasingly operate under much tighter
budgets at a time when the need for
economic development programming is
becoming more crucial to the continued
vitality and competitiveness of a community.”
International Economic Development Council
in
“High Performing Economic Development Organizations,” 2011
9
11. What hasn’t changed:
To make a difference, we have to
serve companies directly.
If we are not having
conversations, we are not
making a difference.
11
14. What “High Performance
Economic 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.
14
17. The Surprising Economics
The DEVELOPMENT ORGANIZATIONS
OF ECONOMIC Surprising Economics
OF ECONOMIC DEVELOPMENT ORGANIZATIONS
146 146
Average number of
conversations per organization
Average number of
conversations
in the last 12 months per organization
in the last 12 months
1,293
1,293
Average jobs announced per
Average jobs announced per
organization, last 12 months
organization, last 12 months
$
$
234
234 million
million
Average capital investment per
community in the last 12 months
Average capital investment per
17
community in the last 12 months
18. The Surprising Economics
OF ECONOMIC DEVELOPMENT ORGANIZATIONS
146 200+
ZATIONS
Average number of
conversationsCommunities
per organization
shared their data
in the last 12 months
organization
hs
unced per
12 months
vestment per
st 12 months
1,293
175
234
15
$
million
Website visits per conversation
Average jobs announced per
organization, last 12 months
Value of a conversation, in
number of jobs
Average capital investment per
18
community in the last 12 months
27. What is the value of a...
Connection to a location decision maker in a
company in your target industries on LinkedIn?
3
27
jobs
28. What is the value of a...
Connection to a site selector who represents 4
companies a year in your target industries on
LinkedIn?
12
28
jobs
29. How to use Social Media
to Drive/Start
Conversations with
Companies
29
30. What is Social Media?
• Official DEF: Social media are media for social interaction, using highly
accessible and scalable publishing techniques. Social media uses
web-based technologies to turn communication into interactive dialogues. www.wikipedia.org
• My DEF: In other words, it’s like networking (talking and listening) using the
web and some nifty technology to interact and share messages with
stakeholders, partners, existing customers, influencers, and firm-specific
attraction targets.
30
34. Why Do We Care?
• Your customers are already there
– B2B and B2C ACTIVE and growing users.
• Your community’s story is being told
– You should be participating in (and shaping) the conversation.
• Your competitors are there
– Remember, your existing businesses are someone else’s prospects (or worse, totally
ignored).
34
39. It All Starts With Strategy
• Social media should support your overall economic development strategy.
– Inform
• YOU : With vital business intelligence and brand awareness
• STAKEHOLDERS and FANS: What you do and how you do it
• FIRMS & INFLUENCERS: Features, benefits, success stories
– Engage
• YOU: In new meaningful conversations with community
• STAKEHOLDERS and FANS: As brand ambassadors and economic development
evangelists.
• BIZ: In valuable, productive and informative conversations.
– Influence
• YOU: In developing policy and refining your strategy.
• STAKEHOLDERS and FANS: Strengthen relationships and extend network.
• BIZ: In their attitudes and opinions about your community and their interest and ability to
39
come, stay and grow.
40. NOW, How to Get Started
• Use web search and social media to monitor where the conversations are
already happening
• Pro Tip – GOOGLE ALERTS
• Determine best tools/platforms to support your strategy
• Find your voice
• Be ready to listen
• Be ready to respond
• Be ready to let go
40
42. •
•
•
•
•
230 million users in 200 countries & GROWING
40% check LinkedIn everyday
Average user is 44 years old
30 million Company Pages
Find and Connect with
– People
– Companies
– Groups
•
•
•
•
Geography
Organization/Company
Industry/Sector
Causes/Occupations
“It's not called net-sitting or net-eating. It's called networking.
You have to work at it.”
- Ivan Misner
42
43. • Profile
–
–
–
–
Picture, please!
AND Contact Information!
What do you do? How can you help? How can people help you?
Post Updates regularly - Build credibility as SME and share updates on community or
other relevant topics
• Network
– Monitor to make sure it’s built to support your goals
• Network Statistics- Place, Industry, more
– Leverage it to get in closer to decision makers
• Use Introductions and Recommendations
43
44. • Groups
– Search, join, listen, contribute, & ask questions
– Build awareness of your efforts
– Create Shared Space for Your Team – Board, Investors, Fan Boys, and Fan Girls
• Companies
– Your organization should have a profile on LinkedIn!
• Applications & Content Sharing
– More – SlideShare, Video, Links, More
44
45. LinkedIn PRO-tips
• Install LinkedIn toolbar for Outlook or Google toolbar to bring your social
network into your e-mail system
• Follow Companies (& People)
• Find Econ Indicator Groups – like SHRM chapter or Commercial
Construction
• Find Influencer or Connector Groups – like CPAs, Attorneys or Accountants
• Use NEW Advanced Search Features
– And watch LI for beta features
• Get Introduced! Use your network’s connections to build yours (unsolicited
requests to connect are L)
45
46. How To: Use LinkedIn for
Business Recruitment
46
47. First Step: Improve your Profile
47
Focus on:
• What do you do for
companies?
• Which companies
have you worked
with?
• What problems
have you solved?
• Why should they
contact you?
• What information
can you share?
48. Second Step: Import Your Contacts from
Outlook
Focus on:
• Getting your most
used contacts into
LinkedIn
• Converting them to
Connections
• Leveraging their
connections to
become your
connections.
48
49. Third Step: Join Target Industry LinkedIn
Groups
49
Focus on:
• Finding groups
relevant to your
targets
• Finding groups with
location decision
makers in them
• Participating in the
discussion rather
than self promotion
or hard selling
50. Fourth Step: Start asking for connections
50
Focus on:
• Connect with
people with
interests relevant to
you
• Offer them
something of value
(information) to
connect with you
• Avoid selling – this
is a conversation
51. Metrics for LinkedIn
• For You
– Network Connections
• In markets
• In industries
• In leadership positions
• For Company Pages
– Followers
• Insights
– Updates and Content Sharing
• Interactions (web traffic - Google Analytics)
• For Conversations with Companies
– Yes, it will work. If you put in the work.
51
52. • The Twitterverse
– 1 Billion user accounts
– 250 million active users
• People are talking (a lot)
– 500 MILLION tweets each day
• And it’s not who you think
–
–
–
–
Average user is 39 years old
Fastest growing among OLDER users
They are MOBILE
They are INTERNATIONAL
Source – Digital Market Ramblings
52
53. • Influence and Loyalty
– Share (RT) is the new Search
• Search – Still Important
– 600 million searches EACH DAY
• Drives Traffic to Shared Content
– 6 X more than Facebook*
*Source: SocialTwist – Oct 2010
53
54. Twitter Decisions for Economic
Development
• Person(s) or Organization?
– Both must show a little personality J
• Focus and Purpose?
– Frequency
– Consistency
• MUST Find some good applications to help make sense of the chatter.
– Tweetdeck
– Hootsuite
• Follow and be followed
– Companies/influencers/connectors/ambassadors
54
55. Getting Started - on Twitter
• Set up a smart profile (person or the organization)
– People should know what you’re about
– You’ve got to earn “the follow”
• Find some friends
– Twitter Search/Recommendations
– Find (create) your #hashtag
•
•
•
•
#rva – Richmond, VA
#nova – Northern VA
#lex – Lexington, KY
#dsm – Des Moines, IA
– Social Media Club?
55
56. Making Twitter Work For you (and your clients)
• Share relevant, valuable content
– In support of your economic development strategy!!!!
•
•
•
•
Avoid – shameless self-promotion
Embrace – the role of cheerleader (or esteemed SME) for your community
Create a niche focus around an industry cluster or program area
Tweets work better on weekends – more brand engagement.
56
57. Metrics for Twitter
• Quality, not quantity of
followers (but quantity
matters)
• Engagement – RTs,
shares and favorites
57
58. • 1.26 billion active users
–
–
–
–
1 in every 13 people ON THE PLANET
3 times the population of the US
70% of users are outside the US
76% access their account EVERYDAY
• High Velocity
– 4.75 BILLION pieces of content shared each day
– Avg Users exposed to 1500 pieces of content every time they log on.
Source: Digital Marketing Ramblings
Source: Website Monitoring
58
59. • 15 million businesses have Pages
• 20 million people become Fans of Pages
• Pages have Power
–
–
–
–
–
Promote Events
Engage stakeholders
Celebrate successes
Drive traffic
Share Content
• Facebook Ads let you dial in TIGHT!
59
60. You can’t ignore Facebook
“..Facebook is eating the web. Yes, Facebook is becoming the web for millions
and millions of people. …there's already a wealth of amazing things you
can do within the site without ever leaving. What's more….the site giving
rise to headless media companies like Zynga that don't need a web site to
succeed. In short, I believe Facebook is unstoppable. They aren't just the
next Google. They're the next web.” – Steve Rubel, Edelman Digital.
60
61. • Your community or program should have a Page J
–
–
–
–
–
But be realistic
Facebook is (always) changing how (if) many fans see your posts
As Facebook works to monitize its platform, expect to pay for targeted access
Power in community networks – link to partner orgs and share their content.
Frequent posts get noticed. Switch up the stories, media types, etc.
61
62. • Facebook for brands works best for “frequent buyers”
– Stakeholder engagement
– Existing businesses
– Talent attraction
• Metrics for Facebook
– Keep it simple – fans, interactions
– Look for opportunities to connect IRL
62
63. The Power of an Integrated Social Media
Strategy – it’s got to fit together
• Website
• Other Social Media/Networking
• Print
• Your LIP (Live In Person)
63
64. “Thinking about business objectives instead of ROI
makes the whole strategy that much workable and
doable. In the end, instead of looking for the ROI in
Social Media, maybe the smarter thing to do is to
focus on what the business objectives are, and then
figure out if Social Media is an effective means (from
both a strategic and budgetary point of view) to
help you and your business accomplish your goals.”
- Mitch Joel
64
65. Poll Question:
After seeing this
presentation, do you believe
social media can drive
results for your organization?
65
66. How to Create Specific Goals
and Benchmarks For Your
Organization
66
67. AND, It’s got to be measurable
(aligned to support your goals)
• Network Depth and Focus
• Engagement Metrics (by social media platform)
–
–
–
–
–
Unique visitors
Total time spent per user
Frequency of visits (if driving traffic to web)
Depth of visit
Conversions
• Content Consumption
• Content Contribution
67
68. Poll Question:
How much extra time in your
organization do you have to
devote to social media?
68
69. Five Things You Should Stop
Doing to Make Time for Social
Media
69
70. Things to stop doing
1. Fewer “make an appearance” meetings
2. The printed newsletter/Fact book
3. The generalized “buy local” campaign
4. The “run my recruitment campaign locally” approach
5. Local projects that don’t meet your stated metrics goals
70
71. The questions we
answered like to get out of this series?
1. What would you
2. What is High Performance Economic Development Marketing?
3. What role should social media play in High Performance Economic
Development Marketing?
4. How can you use social media to start more conversations with
companies?
1. LinkedIn
2. Twitter
3. Facebook
5. What are the five things you can stop doing to make time for social
media?
71
