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How to Build a Community Brand in the Age of Social Media,[object Object]
Outline,[object Object],What is Social Media?,[object Object],What is a Place Brand?,[object Object],How Social Media can Help you Build a Place Brand,[object Object],Examples of Great Place Brands Experienced through Social Media,[object Object],Appropriate Goals for Brand Building Using Social Media,[object Object],Action Steps to Build a Brand Using Social Media,[object Object],Q+A,[object Object],Appendix:  Background on Social Media Tools,[object Object]
Your Host ,[object Object],Raised in: ,[object Object],Loves to visit: ,[object Object],Vitals:,[object Object],Ben Wright,[object Object],CEO, Atlas Advertising,[object Object],benw@atlas-advertising.com,[object Object],www.twitter.com/atlasad,[object Object],Function:  Executive,[object Object],Biggest question about social media:  How will ,[object Object],it change the nature of geography?,[object Object]
About Atlas ,[object Object],Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development.  Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. ,[object Object],Atlas Advertising is led by a former economic development practitioner and has worked with 60+ different economic development clients in 35+ states.  Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. ,[object Object],Featured clients:,[object Object],Indy Partnership ,[object Object],State of Ohio,[object Object],Alabama Power Company,[object Object],City of San Francisco,[object Object],Bryan County, GA,[object Object],Savannah Economic Development Authority,[object Object],Electric Cities of Georgia,[object Object]
Atlas Agency Services,[object Object],Website Design Services,[object Object],GIS Websites,[object Object],Brand Development,[object Object],Search Engine Marketing,[object Object],Social Media Marketing,[object Object],Website Hosting ,[object Object],[object Object]
Content Services
Research Services
Training Services,[object Object]
Commercial Property databases
Business databases
Data Search (Data Tab)
Other Data Management (Map Overlays)
Community Data Management
GIS System Analytics
GIS Data Reporting
Data Widgets
Website Analytics ,[object Object],[object Object]
What is a place brand?,[object Object],The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.,[object Object]
How Social Media Can Help You Build a Place Brand ,[object Object]
How Social Media can help you build a place brand,[object Object],It is a new channel for people to discover, read, and share information about your community.  ,[object Object],It can foster “many to many” dialogues about the most important issues and assets in your community. ,[object Object],It can transform your board members, community advocates, and ordinary citizens into marketers (or critics),[object Object],It facilitates relationships around information, issues, and assets in your community quickly, transparently, and flexibly.  ,[object Object]
Question:  What are the things that are central to your brand?,[object Object],The heritage, reputation, and attributes of your community itself,[object Object],The heritage and reputation of your organization,[object Object],The information you have at the ready to tell a favorable story about your community relative to other locations,[object Object],The capability of your staff to be proactive and professional ,[object Object],The network of influencers you have in your community that can mobilize around business expansion or retention ,[object Object]
Which of these can’t be enhanced by a strong Social Media program?,[object Object],None!,[object Object]
Research about Social Media usage among location decision makers,[object Object]
What new media advancements have you seen that you think are valuable to your profession?,[object Object]
What social networks or tools, if any, do you use?,[object Object]
How frequently do you use each?,[object Object]
What is the applicability of LinkedIn to your profession?,[object Object]
What is the applicability of LinkedIn to your profession?,[object Object],“I have used it along with Hoovers to check who is LinkedIn and contact people for business meetings.”,[object Object], “I think it has good application.  I have gotten proposals through this tool.”,[object Object],“Pretty low rated.”,[object Object],“It’s okay.”,[object Object],“I already have the contacts I need in my email – how is this different?”,[object Object],“Not much”,[object Object],“Good for seeking independent information.” ,[object Object],“Good for finding contacts, and to keep in touch with peers.”,[object Object],		Useful networking tool,[object Object],Don’t know yet.,[object Object]
Examples of Great Place Brands Experienced Through Social Media,[object Object]
Savannah, GA,[object Object]
Denver, CO ,[object Object]
Bloomington-Normal, IL,[object Object]
Appropriate Goals for Brand Building Using Social Media,[object Object]
Recommended Goals,[object Object],Generate new prospect and investor inquiries,[object Object],Engage current prospects, stakeholders, investors, and the general public in economic development,[object Object],Move important community investment decisions forward,[object Object],Grow the reach of your organization by building your fan, follower, friend, web traffic, and connections base,[object Object]
What about negative comments?,[object Object],Building a brand using social media doesn’t create negative press. It you to manage and engage with that press.,[object Object],After much criticism for poor customer service, the direct-sell computer ,[object Object],company earned the rather unfortunate moniker “Dell Hell.” (Googling the term ,[object Object],results in a long list of links largely tied to customer dissatisfaction.) In response ,[object Object],to this, Dell executives worked to improve customer relations and actively join in ,[object Object],the conversation. Dell has even developed the property IdeaStorm—a ,[object Object],community driven forum in which customers are invited to note problems, share ,[object Object],suggestions with the company, and even assist fellow customers. Since then, ,[object Object],some past critics have praised the company for their improvements and negative ,[object Object],blog posts about the company have purportedly dropped from 49% to 22%. Read more,[object Object]
Action Steps to Build a Brand Using Social Media  ,[object Object]
Step 1:  Create an online persona for your brand,[object Object],What are the attributes of your community itself?  Great technology community?  Low cost?  Business friendly?  Outstanding companies?  ,[object Object],What is the heritage and reputation of your organization?  Have you made big deals happen?  Have you led some big wins?,[object Object],What information do you have that others don’t have?  What are you expert in? ,[object Object],Is your staff proactive and professional?  How can you show that?,[object Object],Who is in your network?  How do they fit in to your community’s persona? ,[object Object]
Step 2:  Pay off your persona with real content. ,[object Object],Take your community’s best attributes and seed or join the communities that have already formed around them. ,[object Object],If your organization is a long time leader – act like it.  Be authoritative.  If you are an upstart, talk about things that push the envelope. ,[object Object],Make all the information that you have that is legal to share completely available on your website.   Make a big deal on social media of releasing it.   Set a calendar to do so. ,[object Object],Engage key staff members whose work can be made more efficient by social media to participate.  Have them own key areas of your persona. ,[object Object],Do the same thing with your network, including innovators, CEOs, and others who can own something valuable. ,[object Object]
Step 3:  Create reasons to engage/comment,[object Object],Be relevant – always tying back to how your persona meets the needs of your audiences:,[object Object],Be timely – don’t be the last one to post or comment on an important community issue.  Be the first. ,[object Object],Be different – take positions that only you can take.  Augment them with information only you have. ,[object Object],Be edgy, open, conversational – this is what people expect.  After all, they are relating to a persona now. ,[object Object]
Step 4:  Give away real value that can be consumed or forwarded,[object Object],Inside information,[object Object],Customized research,[object Object],Tidbits from meetings,[object Object],Stories from the road,[object Object],Legislative updates,[object Object],Official positions,[object Object]
Step 5:  Measure and Adjust,[object Object],What to measure:,[object Object],Numbers of connections, followers, friends,[object Object],How often your content is shared with others,[object Object],Website or blog traffic,[object Object],Number of conversations your organization is having,[object Object],How many people in your organization are participating,[object Object],Groups your organization is a part of ,[object Object]
Step 6:  What to stop doing to make time,[object Object],Attending meetings just to be “a good face for the community.” ,[object Object],Newsletters for the sake of newsletters,[object Object],Printing boxes and boxes of brochures,[object Object],Attending non-industry specific trade shows,[object Object],Creating fluffy and traditional branding campaigns that are dismantled after a year because they are not relevant,[object Object]
Q+A,[object Object]
Contact Atlas,[object Object],Contact information:,[object Object],2601 Blake Street, Suite 301,[object Object],Denver, CO 80205,[object Object],Contact: Ben Wright,[object Object],t: 303.292.3300 x 210,[object Object],benw@Atlas-Advertising.com,[object Object],www.Atlas-Advertising.com,[object Object],LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace,[object Object]
Background on Social Media Tools,[object Object]
About Facebook,[object Object],[object Object]
Most recent facebook stats:  http://www.slideshare.net/360digitalinfluence/facebook-state-of-the-union?from=share_email,[object Object]
Key Features of Facebook,[object Object],[object Object]
Your Fans
Status Updates
Inbox
Applications
Advertising
Mobile Access,[object Object],[object Object]
Key features of Twitter,[object Object],[object Object]
Who you follow
Who follows you
Mobile accesshttp://twitter.com,[object Object]

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