Elizabeth Parkinson gi

1. MEDA – Social Media for Economic Development September 16, 2010

2. Ann Arbor Region Facts

3. Population - Washtenaw County: 347,376 City of Ann Arbor: 114,024 Size - 28.2 square miles Average Age - 27.3 years (~25% between 18 and 24) Education - 69.2 percent have four years of college or more Ann Arbor-remains the only city in the world with that name Ann Arbor Region Facts

4. Mission Statement “SPARK” will be the driving force in establishing the Ann Arbor Region as a desired place for business expansion and location...by identifying and meeting the needs of business at every stage, from those that are established to those working to successfully commercialize innovations.

6. Innovation in products, services, and delivery

7. Ann Arbor USA (brand entire region)

8. Proactive versus reactive

9. “Open Source Economic Development”

12. Ann Arbor Angels

13. Ann Arbor Area CVB

14. Ann Arbor Board of Realtors

15. Ann Arbor Business Review

16. Ann Arbor/Ypsilanti Chamber

17. Ann Arbor Community Foundation

18. Ann Arbor.com

19. Ann Arbor-Ypsilanti, LDFA

20. Automation Alley

21. Business Accelerator Network for Southeast Michigan

22. Business Leaders for Michigan

23. County and Local Units of Government

24. Detroit Regional Economic Partnership

25. Eastern Michigan University

26. Enterprise Group of Jackson

27. Genesee/Flint Regional Partnership

28. Home Builders Association of Washtenaw County

29. Macomb Oakland Incubator

30. MichBio

31. Michigan Department of Labor and Economic Growth

32. = Regional/State Partners

34. Michigan Manufacturing Technology Center

35. Michigan SmartZones

36. Michigan Venture Capital Association

37. Washtenaw County, Michigan Works!/ETCS

38. New Economy Initiative for SE Michigan

39. NextEnergy

40. Small Business & Technology Development Centers

41. Southwest Michigan First

42. TechTown

43. Traverse City Chamber of Commerce

44. University of Michigan

45. University Research Corridor

46. Washtenaw Community College

47. West Michigan Science & Technology Initiative

48. Washtenaw County United Way

49. Wayne County EDGE

50. Wayne State University

51. Ypsilanti CVB

52. = Regional/State Partners

55. Social Media Strategy and tools

56. How to Measure Social Media

57. Social Media Integration Examples

58. What we won’t discuss:

59. The debate over whether to use social media

60. How to set up social media tools

62. Clear Steps to Success Review your internal processes, philosophies, polices (Stock the fridge / clean the house) Stop, Watch and Listen Find Key Influencers Testcommunications (tone, frequency and content)

63. TAKE NOTE! Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will remain the same…it’s about the SOCIAL not the MEDIA!

64. Social Media Integration “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem of what to say and how to say it.” - Edward R. Murrow

65. Benefits of PR-Led Approach

66. Creating your own ROI

67. What can ROI do for you? Social Media is a RELATIONSHIP building tool to increase brand loyalty Unique OPPORTUNITIES are created by engaging through Social Media channels Social Media provides increased INVOLVEMENT for your internal teams, customers and media

68. Still not convinced? SPEED: Social Media allows for immediate creation and response to a marketing/communication need and quick alterations to campaigns that are not as well received VALUE: The actual investment in Social Media (a staff member?) is low compared to traditional media TRACKING: Social Media offers immediate tracking of not only eyeballs but demographics. When was the last time you could tell how many people passed your billboard or read your brochure as well as their age, interests and zip code?

69. New Channels = New Metrics Set monthly goals and track the following metrics # of friends, fans, followers # of referrals from social media channels $ raised Key mentions Leads generated There are many third party FREE & low cost monitoring and analytic tools

70. Measure Actions and Attitudes Program/event enrollments Newsletter sign-ups Whitepaper downloads (e.g., SlideShare) Benchmarking Relationship survey (e.g., Zoomerang, Survey Monkey)

71. Need More? Comment ratio Percent of following engaged E-mail interaction Click-through on posts

72. How to Measure Analytics Pre- and post-campaign surveys Competitive benchmarking Search engine placement Stakeholder action

73. The right tool(s) for the job

74. Easy Peasey: Google Alerts

75. Google Alert: Ann Arbor SPARK

76. Easy Peasey: Google Blogsearch

77. Easy Peasey: Social Mention

78. Social Mention Search

79. Nice Presentation but… …does this really work?

81. 1,207 followers on Twitter

82. #4 ranked city on Fiberforall.orgwww.A2Fiber.org

83. A2Fiber.com

84. Google Fiber for Communities Rankings

85. accelerate >> MICHIGANSM Accelerate Michigan Innovation Competition An international business plan competition which highlights Michigan as a robust and vibrant venue for innovation and business opportunity Fuels innovation-based business growth by uncovering the best and brightest new business concepts, exposing those opportunities to potential investment capital and fostering their growth within Michigan Targets mid-to-late-stage start-ups with potential to generate an immediate impact on Michigan’s economy, as well as student concepts with longer-term business viability More than $1 million in cash winnings, the Accelerate Michigan Innovation Competition is the world’s largest business competition www.accelerateMI.org

86. Accelerate Michigan Innovation Competition

88. 382 fans on Facebook

89. 1,650 followers on Twitter (Ann Arbor USA, jobs and events)

90. 89 followers on new company LinkedIn profile (+17 staffers)

91. # of referrals from social media channels (referring sites = 25% of total website traffic)

92. Facebook #10 from #36

93. LinkedIn #5 from #24

94. Blog #9 from #16

95. Twitter #16 from #33

97. Leads generated – 30% increase (Business Accelerator, Attraction, Pre-Seed and Microloan Fund, Boot Camp)

98. 2010 YTD – 467

99. 2009 YTD – 361

100. Website traffic – 12% increase in page views

101. 2010 YTD – 100,031 unique visitors (454,907 page views)

102. 2009 YTD – 116,861 unique visitors (404,013 page views)

104. AnnArborUSA blog

105. SPARK Facebook

106. @AnnArborUSA Twitter

107. SPARK LinkedIn

108. Washtenaw County ROI 2006 – 2009 135 project successes - $1.072 billion new investment commitments 9,172 new jobs commitments and 6,873 jobs retained Assisted 216 innovation start-ups 45 Pre-Seed Investments, $9.3 million, jobs 462 30 Microloan Investments, $1.2 million, jobs 42 78 tenants in 3 regional incubators Leveraged community investments to $32.5 million – through Foundation, Federal and State grants, and MIED equipment donations Assisted 1,001 companies (794 unique) with 2,781 job postings Assisting ~4,200 job seekers with employment searches

109. Questions: Elizabeth@AnnArborUSA.orgTwitter: AnnArborUSAwww.AnnArborUSA.org