Find out how economic development organizations can measure/quantify the value of their promotional activities. Through case studies and illustrations of successful EDOs, find out how top performing communities are competing in today's crowded economic development marketplace and where your community ranks among its peers.

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D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T
Using Digital Tools & Social Media
to Start Conversations and
Measure Success
Presented by Guillermo Mazier/ Atlas Advertising

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About Your Presenter
Guillermo Mazier – Director, Strategic Accounts
– Former economic developer and tourism marketer for the Costa Rican
Investment and Trade Development Board
– Managed economic development and tourism campaign for Tortugero, CR
– Industry speaker, content strategy and digital marketing specialist
guillermom@atlas-advertising.com
www.twitter.com/atlasad
How my Kids Describe me:

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1. Why measure anything in the first place?
2. What role does my online presence play in starting conversations with expanding
and relocating companies?
3. How do users really interact with websites, GIS websites, digital campaigns, and
mobile versions? And why is this important for social?
4. What goals should I set for conversion from digital to the real world?
5. How can I perform a self audit of my own Social Metrics? What are some good
FREE tools?
6. How much does having a high-converting digital presence cost, in terms of time
and money?
Questions we will answer

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The Metrics Situation in
Economic Development

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History of Metrics for Economic
Development
EDOs have been
measuring their
performance for years
However, with differing
viewpoints, metrics have
gotten muddy and
misunderstood
In 2011, Atlas put
together its first survey of
EDO outcomes, to assist
EDOs in planning their
marketing, business
attraction, and business
retention programs
2011
In 2014, IEDC published
its “Making it Count”
Metrics for High
Performing EDOs
2014
2015
In 2015, the general
public still doesn’t
know the value of
what we do

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175 < 25,000
Average companies served
Typical number of establishments
in a community
Source: Atlas 2014 Benchmarking Study
EDOs service companies that
comprise a very small percentage of
their economies.

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Trends in the Profession That Make Metrics a
Moving Target
1. Digital is changing the way communities are being evaluated, and changing our
roles in the process
2. Workforce driving business location, and opening up new ways for EDOs to
influence economies
3. The debate about whether the profession drives outcomes continues, even as the
Great Recession is in the rear view
4. There are more deals happening in communities, leading to more positive
impressions of EDOs
5. The investor/stakeholder mindset is changing, as demographics of those involved
in EDOs are changing

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Your digital presence is the first line of
engagement for the majority of your
prospects.

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And Can We Acknowledge that
“Digital” Consumes a big portion of
what we do?

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200+
146
175
C
s
Average number of
conversations per organization
in the last 12 months
$
234 Average capital investment per
community in the last 12 months
W
1,293
15
Average jobs announced per
organization, last 12 months
V
n
ing Economics
DEVELOPMENT ORGANIZATIONS
200+
175
Communities
shared their data
Website visits per conversation
Fact about digital
economic
development:*
*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations
Economic Developers are "
SLOW TO ADOPT DIGITAL

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How do users really interact with
websites, GIS websites, digital
campaigns, and mobile websites?

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Eye tracking of Amazon.com

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Eye tracking of Bing.com

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What Does This Mean For Your Digital
Communications and Website?
• OK to design below the fold
• Limit your use of Flash
• Understand typical eye-tracking
patterns
• Contact information on the top
of every page
• Present maps on the homepage
• Understand that your brand is
more than your design

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http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-2013
6%
94%
Digital Ads: PPC and Natural Listings

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Digital Ads: PPC and Natural Listings
http://www.hanapinmarketing.com/__resources/userfiles/file/Stateofpaidsearch2014.pdf

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Sample Digital Campaign Tracking
For EDO Marketers (ONE MONTH)

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Time on site: 1:19
Website Home Pages: Ex 1

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Website Home Pages: Ex 2
Time on site: 3:55

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What are users clicking on?

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1.
2.3.
Bounce rate: 71% to 54%
What are users clicking on?

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Time on site: 5:02
GIS Interfaces: Ex. 1

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Time on site: 10:07
GIS Interfaces: Ex. 2

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Time on site: 10:07
What are users clicking on?

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Mobile websites interfaces: Usage
The industry’s best marketers are putting
mobile at the center of their company
attraction and retention efforts. Branded
content--from emails to white papers to
videos to annual reports to infographics--
should all be optimized for consumption on a
mobile device, as there’s nearly a 50/50
chance that that’s just where they’ll be
consumed

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are reinventing the
connection between
companies and their customers.
Smartphones
Rich Miner
Partner, Google Ventures
Co-Founder, Android
“
”
What is Your Smart Phone Capable Of?

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1. How well does the design drive conversion to conversations? How does it do it
specifically? (30%)
2. How well does the design correspond do responsive (IPhone) sizes? (30%)
3. How much is the website on brand? Does it connect in the right way to the existing
branding or brand storm? (20%)
4. What are the new widgets or custom features that are present in this design, and how
well are they executed? (10%)
5. Are all of the features and navigation elements required in the scope present in the
design? (10%)
Criteria Atlas uses to review our own
digital creative

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Metric
Low Performing
High Performing
Natural Search CTR (First Position) 30% 60%
Paid Search CTR .55% (9) 7.11% (1)
Website Traffic / Mo. 500 Unique Visits/Mo. 25,000 Unique Visits/Mo.
Inquiries 1 / 350 Unique Visits 1/50 Unique Visits
Website Bounce Rate 75% 30%
Time on Site (Standard Web) 1 Minute 5 Minutes
Time on Site (GIS) 5 Minutes 10 Minutes
Over $2,500,000 3 1,425
Benchmark metrics to judge your own
digital presence

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What should we measure on our
Social Media Platforms?
“It’s all about influence, Its all about being change agents”
• Audience engagement
– You want RT, #FF, shares, comments, likes & 1+
• Audience quality & size
– You want influencers, press & government, company movers,
• Driving traffic to your website & email lists
– You want clicks & views
• Are you talking about the right things?
– Is your audience also talking about it?
– Is the rest of the world talking about it?

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My favorite FREE tools
• Native tools - Analytics.Twitter.com

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My favorite FREE tools
• Native tools – Facebook Insights

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My favorite FREE tools
• Third Party Tools - Topsy.com

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My favorite FREE tools
• Third Party Tools - Tweetreach.com

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My favorite FREE tools
• Third Party Tools –
Engagement.ActionSprout.com
(Facebook Page Analyzer)

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My favorite FREE tools
• Third Party Tools – Marketing Grader
marketing.grader.com (Digital Marketing Analyzer)

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My favorite PREMIUM tool
• Third Party Tools – Hubspot, (Social Inbox)

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So what does it cost in terms of time
and $ to maintain a digital presence
that drives conversations?

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So what does it cost in terms of time
and $ to maintain a digital presence
that drives conversations?

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So what does it cost in terms of time
and $ to maintain a digital presence
that drives conversations?

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What is the value of a...
Connection to a location decision maker in a
company in your target industries on LinkedIn?
3
jobs

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What is the value of a...
Connection to a site selector who represents 4
companies a year in your target industries on
LinkedIn?
12
jobs

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How the Internet and Digital (Social)
Trends Will Shape ED

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Technology Adoption in Economic Development:

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Digital Revolution that Will Change EDO’s
• As economic development organizations
evolve to company like organisms lead
generation & customer engagement will go
digital.
• By the end of 2014 the number of internet
users globally reached almost 3 billion. In
developing countries the number of internet
users will have doubled in 5 years from 974
million 1.9 billion in 2014*
• 1/3 of EDO’s believe that they are
effectively leveraging digital to impact
their overall economy**
*ITU - the United Nations specialized
agency for information and
communication technologies
** Atlas Advertising Research 2014

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Digital Revolution that Will Change EDO’s
Crowdsourcing Best Practice: Talk Transportation, Phx, AZ

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Digital Revolution that Will Change EDO’s
Best Practice: Changing Business Permitting Forever

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Digital Revolution Stats that Will Change
That Way EDO’s React to Prospects
• Research shows that 35-50% of sales go to the vendor that responds first.
(InsideSales.com)
• 61% of B2B marketers send all leads directly to Sales; however, only 27% of those
leads will be qualified. (MarketingSherpa) "
• 57% of B2B organizations identify 'converting qualified leads into paying
customers' as a top funnel priority. (MarketingSherpa)"
• Only 25% of leads are legitimate and should advance to sales. (Gleanster Research) "
• Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)"
• Personalized emails improve click-through rates by 14%, and conversion rates by
10%. (Aberdeen Group)"

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D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T
Sample Template for: Social
Media Metrics
Presented by Guillermo Mazier/ Atlas Advertising

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Setting Smart Social Media Goals
Describe your objectives specific to the results you want. Go deeper
than “increase brand awareness” to “increase brand awareness by 10% in
the next six months via a targeted social media campaign.”
S Specific
Quantify or at least suggest an indicator of progress. How much? How many?
(i.e. 10% increase)M Measureable
Often “10% increase in visits” isn’t realistic. Your goal of 4% visits may be
more achievable so consider what’s really possible when setting your
objectives
A Achievable
Choose goals that matter and impact the bottom lineR Relevant
Get specific with your objectives and incorporate a time frame. This makes
them real and tangible. (i.e. MoM, next quarter)
T Timed

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5
0
KPIs (KEY PERFORMANCE INDICATORS)
Easy to understand
Mapped back to specific business goal
Mapped back to user / site behavior
Reported on regularly
Ratios often make good KPIs
Impact the bottom line of comm. or EDO
“It is a metric or set of metrics which is used to
determine how you are performing against your
business objectives”

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Photo by Liberanome - Creative Commons Attribution License http://www.flickr.com/photos/109772609@N03 Created with Haiku Deck

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Photo by dark_penguin - Creative Commons Attribution License http://www.flickr.com/photos/7462172@N06 Created with Haiku Deck

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66. If you want to in economic development,
part of what you need to do is leverage the tools that you
have, the people that you have and the assets that you have
to that might not be comfortable, that
might not be fun, but at least takes you to a in
a way that is productive and increases the

67. The excuses you use when you hesitate to implement metrics are
just that - they are excuses from fear. They are not based on your
particular abilities or things that you can tangibly control. But once
you are able to implement a set of metrics, leverage them, talk
about them (bad or good) then you can be a true game
changer for your community, because you are not going to
stop there.
In Closing

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Guillermo Mazier
303.292.3300 x 232
929 Broadway, Denver, CO 80203
guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
LinkedIn Profile | LinkedIn Group
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