How Social Media can
Supercharge your
Recruitment and
Retention Efforts
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About Atlas
Advertising
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We do things like
this…
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Screen shot of Jobs Ohio Promotion of Atlas developed Asset
mapping tool, easily view able on IPad devices
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Tucson concepting
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And we’re
passionate about
things like…
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And we’re particularly
passionate about …
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All because…
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About Atlas Advertising
We Believe That Economic Developers Make
a 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.
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Join the community, continue the
dialogue, 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
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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.
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How To Vote via Texting
1. Standard texting rates only (worst case US $0.20)
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TIPS 2. We have no access to your phone number
3. Capitalization doesn’t matter, but spaces and spelling do

Marketing tactics available to
you
• Website
• GIS
• Email
• Search engine marketing
• Content marketing
• Google content network/re-targeting
• Prospect presentations via online meeting
• Social Media
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A few principles that drive (or
should drive) economic
development marketing
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What worked 20 years ago is
not the same as what
works today.
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What hasn’t changed:
To make a difference, we have
to serve companies directly.
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If we are not having
conversations, we are not
making a difference.
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What has changed:
The ways we start
conversations have changed
forever.
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A simple framework to help
define success:
High Performance
Economic Development
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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.
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Benchmark your
community today
Drop your business card with me after
the speech!
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What is Social Media?
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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.
It's 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).
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Source: Wikipedia

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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.”
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An indication of what is to come?
“Young companies are all about social media. Their whole concept is open
source everything. They rely on an online community. They’re building
enthusiasts for their product online. I have a current client in the auto
manufacturing space that loves social media. These guys are choosing their
locations based on what their online community says they want.”
“If you can find companies on social media, you can reach them. Big
corporations not using it this way, but small guys are for sure.”
“As people who live in the community find these great companies, they could
connect ED with companies. Blog with your citizens about what they like and
what they know about. Tips are good. My fear is how do you know you have the
good information in these channels? I am just learning myself.”
-A Site Selector (2009)
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Social Media Success
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When Social Media #Fails
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7 You Should be Doing with
Social Media Today:
Supercharge your Recruitment
and Retention Efforts
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7 things you should be doing
with Social Media today
1. 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 ADS
3. Use Twitter to engage your investors and community stakeholders, and to
share information about your community
4. Integrate Social Media and sharing into your websites
5. Use a Social Media dashboard to manage your content
6. Use Slideshare for content marketing– its free and it’s a massive trend
7. Develop a dialogue with your workforce and residents with Facebook
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1. Recruiting site selectors and
prospects to online meetings
1. 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 Pro
4. Set a schedule, one per quarter, and set a content schedule
5. Recruit using email and Linked In
6. Make the content “inside” information
7. 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.
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2. Using LinkedIn for
prospecting -Build your profile
1. Education and expertise
2. Clients you have worked with
3. Full contact information
4. Link/address to Twitter page
5. Link to your website
6. Slideshare “Slidespace”
7. Membership groups (groups joined)
8. Upcoming and past events
9. Upcoming sales trips (as events)
10. Use LinkedIn ads
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LinkedIn for prospecting - Build
your contact list
1. Inventory contacts associated
with past deals
2. Inventory industry specific
contacts
3. As a team, set territories
4. Import lists into Outlook
5. Import contacts from Outlook
into Linked In
6. Write a personalized
invitation – keep it simple.
7. Work your 1st degree
connections to gain
introductions to others on your
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list

% of site selectors on LinkedIn
today:
81% +
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3. Use Twitter to engage
community 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
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4. Integrate Social Media and
sharing into your website
1. Update the content
on your website or
blog at least weekly
2. Integrate “Add this”
or “ShareIt”
features into your
site
3. Introduce LinkedIn,
Facebook, and
Twitter icons on
your site
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http://nlep.org/News---Media.aspx

5. Content Marketing Using
Slideshare
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Content Marketing Using
Slideshare
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It’s audience is professional
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How one organization uses it
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6. Utilize a Social Media
Management System
1. HootSuite was built
to enhance
communications
though social media
platforms
2. Advanced
measurement tools
to gauge
engagement or
report on success
3. Google has tools
that let you do
much of this for
free.
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7. Develop a relationship with
your workforce using Facebook
1. The size of the
Facebook
community is too
large to ignore
2. Facebook does
have some mixing
of business and
personal content
3. Expect Facebook
to move more
into LinkedIn’s
space over time
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Wrap up: 7 things you should be
doing with Social Media today
1. 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 Ads
3. Use Twitter to engage your investors and community stakeholders, and to
share information about your community
4. Integrate Social Media and sharing into your websites
5. Use a Social Media dashboard to manage your content
6. Use slideshare for content marketing– its free and it’s a massive trend
7. Develop a dialogue with your workforce and residents with Facebook
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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 |
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Blog | Slidespace