practices for the EDO
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1 Social media marketing best practices for the EDO Mark W. Schaefer Schaefer e Marketing Solutions o
2 Today What s different? Implications for EDO s Best practice case studies Starting and sustaining your social media initiative
3
4 evolution Men on fast horses Town square Mail Newspapers Radio and TV Internet + Social Web
5 revolution Two-way Free Global l Instantaneous Real-time
6 Ideas Videos Opinions Criticisms Commentary Entertainment Everybody publishes contribution
7 including Your community Employees Stakeholders Competitors Partners Suppliers People who love you People who hate you
8 solution Equalizer for small organizations Driven by people, not companies Turns the tables on advertising A great marketing opportunity
9 How is this impacting the EDO?
10 2003 site selection Site visits Journals Newspapers Brochures Trade Shows City City SIX MONTHS City City City City City City City
11 2010 site selection 85% of initial search = Internet SIX WEEKS
12 implications First step in the site selection process is gone If you re not online, you don t exist. Go where the people are! Facebook 25% of all web traffic YouTube #2 search engine Time on social web exceeds Huge economic shift Requires new mindset
13 The social web model: Systematically ti create an info eco-system Employers Site selection EDO website Entrepreneurs Local stakeholders
14
15 Selected best practices
16 twitter roanoke Twitter = EDO traction Innovative viral contest to promote regional entrepreneurship Denver: People tweet on different topics Columbus: Segment by audience and message
17 blog denver Blog: Denver Three benefits: In-depth content Authority SEO
18 flickr boise
19 youtube calgary Academic presentations on development issues Lifestyle Testimonies Property tours
20 ning nashville
21 slideshare austin Re-purpose presentations Cross-link to other social media sites
22 linked-in site selection Professional connections Discussion and support Interest Groups
23 facebook richmond Enormous community Leverage content Discussion area Highly-indexed site drives traffic to traditional website
24 a mini eco-system
25 richmond results 112,00 page views More than 1,000 registered job seekers 1,500 Twitter followers (growing >100/month) 6,331 job-related Twitter posts Measurable success This is where I found the posting for the job I got! Your work helped us close that candidate Awesome twitter feeds on jobs in Richmond! The folks at Richmond Jobs Net sincerely care about finding Richmonders jobs in the community.
26 columbus Increase in overall awareness 38% to 51% Increase in good or excellent place to do business 21% to 34% Potential site for relocation and expansion from 23% to 34%
27 Getting started: Essential best practices
28 social media framework 1. Plan and align with strategy 2. Listen before you leap 3. Focus and experiment 4. Engage stakeholders 5. Leap 6. Measure
29 1. integration, alignment Before your have a plan, you must have an overall STRATEGY for your EDO. Don t make it a project. Get help
30 2. listen before you leap Customer assessemnt Understand d the channel Learn the language and culture Variety of free or low-cost tools Google g alerts Real-time Twitter search Paid services: Radian6, Hexagon
31 twitter search Be attentive and responsive. Be opportunistic!
32 3. focus, start small A time soak, so choose wisely! Most popular: Facebook (74 percent) YouTube (65 percent) Twitter (63 percent) LinkedIn (60 percent)
33 4. engage gg Deputize. Involve your community Blogs Testimonials Photos Videos Involvement creates engagement, support and enthusiasm.
34 5. taking the leap + Connections + Meaningful Content t Authentic Helpfulness
35 building connections
36 finding gyour voice
37 6. measurement SM measurement easy and free What behavior are you driving? i Awareness? Engagement? Registration? Watch measures against event timeline
38 converse! Phone Web Twitter T
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