social media marketing best practices for the edo
DESCRIPTION
Social media marketing best practices for the EDO. Mark W. Schaefer Schaefer Marketing Solutions. Today. Social media impact on EDO’s Best practice case studies Starting and sustaining your social media initiative. About me …. Have worked in global marketing for 27 years - PowerPoint PPT PresentationTRANSCRIPT
Social media marketing best practices for the EDO
Mark W. Schaefer Schaefer Marketing Solutions
Today Social media impact on EDO’s Best practice case studies Starting and sustaining your social media
initiative
About me … Have worked in global marketing for 27 years Consult to small businesses and EDO’s
Marketing Social media Web development
Teacher, Speaker, Author!
About me … Have worked in global marketing for 27 years Consult to small businesses and EDO’s
Marketing Social media Web development
Teacher, Speaker, Author!
Content
bonus
Assume you realize the social web is … Transformational Wildly popular Influential And …
Content
bonus
OVERWHELMING!
How is this impacting the EDO?
Site visitsJournals
NewspapersBrochures
Trade Shows
City
City
City
City
City
City
City
2004 site selection process
SIX MONTHS
City
City
2009 site selection process
85% of initial search = InternetSIX WEEKS
Implications First step in the site selection process is gone If you’re not online, you don’t exist. You must “populate” the search with useful
content Huge economic shift
Expensive mediaTelevision
Glossy magazinesJournals
Trade shows
“Free” mediaInternet
Viral marketingSocial media
Content
bonus
… requiring a new approach
The social web model: Systematically create an info eco-system
Site selection
Local stakeholdersEntrepreneurs
Employers
EDO website
Let’s see this in action …
Websites have a crucial NEW role2004 view of the world:
Website is the destination, an online brochure
Websites have a crucial new roleOld view:
DestinationNew view:
Content Engine
Content
bonus
Twitter: Roanoke, VA Twitter seems to have
most traction for EDO’s
Innovative viral contest to promote regional entrepreneurship
Denver: People “tweet” on different topics
Columbus: Segment by audience and message
Content
bonus
Blog: Denver Three benefits:
In-depth content Authority SEO
Flickr: Boise
YouTube: Calgary Academic
presentations on development issues
Lifestyle Testimonies Property tours
Ning: Nashville
Slideshare: Austin Re-purpose
presentations Cross-link to other
social media sites
Linked-In: Site Selection Groups Professional
connections Discussion
and support groups
Interest Groups
Facebook: Richmond Leverage existing
content Discussion area Fan pages Enormous
community Highly-indexed site
drives traffic to traditional website
A social web mini eco-system for jobs
Content
bonus
Results for Richmond 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.”
Results? From 2005 to 2009 … 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%
Getting started: Essential best practices
Care and nurturing of your social media initiative
1. Plan and align with strategy
2. Listen before you leap3. Focus and experiment4. Engage stakeholders5. Leap6. Measure
1) Integration and alignment Before your have a plan,
you must have an overall STRATEGY for your EDO.
Don’t make it a “project.” Develop internal
sponsorship
Content
bonus
2) Listen before you leap Understand the channel Learn the language and culture Variety of free or low-cost tools
Google alerts Real-time Twitter search Paid services: Radian6, Hexagon
Seesmic, a free “listening” tool
Twitter search Be attentive and
responsive. Effective social media marketing is opportunistic!
3) Focus, start small, experiment A time soak, so choose
wisely! Most popular:
Facebook (74 percent) YouTube (65 percent) Twitter (63 percent) LinkedIn (60 percent)
Content
bonus
4) Engage your stakeholders Coordinate centrally,
then deputize. Involve your
community Blogs Testimonials Photos Videos
Involvement creates engagement, support and enthusiasm.
5) Now, it’s time to leap! Formula for success on social media:
Connections
Meaningful content
Authentic helpfulness
++
Content
bonus
5) Leap: Building connections
Content
bonus
5) Leap – Building connections
5) Leap: finding your “voice” Use a “dinner party”
mentality. You need quality AND
quantity Commit!
6) Measure SM measurement easy and free What behavior are you driving?
Awareness? Engagement? Registration?
Watch measures against event timeline
Content
bonus
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310
20
40
60
80
100
120
140
160
180
200
Social media engagement dashboard
InquiriesCommentsTweets
Mayor an-nounces in-dustrial park
Annual city Onion Festival covered on Twitter
Blog article on new city ser-vices
Chamber strat-egy retreat week
Questions?
Continuing the conversation! Email [email protected] Phone 865-456-1939 Web www.businessesGROW.com Twitter @markwschaefer Blog http://schaefersolutions.blogspot.com LinkedIn http://
www.linkedin.com/in/markwschaefer