Transcript Slide 1
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?
2004 site selection process
Site visits Journals Newspapers Brochures Trade Shows SIX MONTHS City City City City City City City City City
2009 site selection process
SIX WEEKS
85% of initial search = Internet
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 media
Television Glossy magazines Journals Trade shows
“Free” media
Internet Viral marketing Social media … requiring a new approach Content bonus
The social web model: Systematically create an info eco-system Employers Site selection EDO website Entrepreneurs Local stakeholders
Let’s see this in action …
Websites have a crucial NEW role 2004 view of the world: Website is the destination, an online brochure
Websites have a crucial new role Old view: Destination New 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.
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Plan and align with strategy Listen before you leap Focus and experiment Engage stakeholders Leap 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
Mayor announces industrial park Social media engagement dashboard
200 180 160 140 120 100 80
Annual city Onion Festival covered on Twitter Blog article on new city services
60 40 20
Chamber strategy retreat week
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Questions?
Continuing the conversation!
Email Phone [email protected]
865-456-1939 Web www.businessesGROW.com
Twitter @markwschaefer Blog http://schaefersolutions.blogspot.com
LinkedIn http://www.linkedin.com/in/markwschaefer