atlas iedc economic development branding using social media

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Meeting Agenda

1. Your presenters today

2. Recap of last session

3. How social media is changing how brands are experienced

4. Six examples of how community brands are experienced through social media

5. Five things not to do with social media

6. For fun: What economic developers can learn from social media savvy celebrities

7. Q&A

8. Wrap up

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Insert CTA HeaderTODAY’S PRESENTERS

Profile: https://www.linkedin.com/in/atlasad

Group: Next Gen Economic Development Marketers

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LinkedIn Group: Economic Development 2.0 (6,183 members and growing)

TODAY’S PRESENTERS

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Poll question: What is the most useful thing you have learned in this series so far?

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Poll question: What would you like to learn more

about?

A RECAP OF LAST SESSION – SOCIAL MEDIA FOR TALENT ATTRACTION

A CONTENT MARKETING SCHEDULE AND SCORECARDS:

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THE TALENT ATTRACTION LANDSCAPELabor force demographics will shift profoundly:When it comes to attracting employees with critical skills, the task becomes even more challenging. Today, 65% of global companies and more than 80% of companies in fast-growth economies are having problems finding employees with the skills they need

Towers Watson, an HR consultancy

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40% percent of workers plan to look for a new job within the next 6 months with 69%

using social media to do it.

Source: 2013 Ranstad Staffing Study

MARKET TO

YOUR W

ORKFO

RCE

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THE TALENT ATTRACTION LANDSCAPE

1. Problems attracting critical-skill employees• Desperate for workers, many companies will become more accepting of diverse

employees, particularly older workers and women.

2. The talent market is increasingly global and mobile• Economic development and greater integration across markets in the past few decades

have caused many talented people to explore career opportunities overseas.

3. Employees gain more bargaining power• The employer will no longer define the workplace; rather, employees’ priorities and

preferences will dictate what the future workplace will look like, particularly now that technology makes it easier than ever to design a variety of flexible arrangements.

Companies operating in aging societies will have to craft methods to engage or re-engage the experienced base of talent. Companies that fail to respond to this change and do not succeed in redefining their employee value proposition will fail to attract, retain or develop talent effectively.

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How social media is changing how

brands are experienced

AN O

VER

VIEW

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A COMMUNITY BRAND IS…The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.

A community brand is NOT: 1. A logo2. A slogan

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A BRAND IS BUILT BY WHAT OTHERS SAY ABOUT YOUR COMMUNITY – NOT WHAT YOU SAY ABOUT YOURSELFEngage the Right Voices: • Key Influencers…Within your target

industries• The “Passionistas”… Individuals who

love your community and have large social media followings

• News Media…National and regional business/lifestyle press

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Put Another Way:

The Calf Rarely Brands Itself

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Poll question: How much control or influence do you have over your community

brand today?  

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How site selection consultants experience brands today Experience % Important

Third party national data sources 88.9%Past experience with other deals 85.2%Site visits (familiarization tours) 81.5%Existing relationships with economic development officials 77.8%Community websites 61.5%News stories about communities 59.3%Word of mouth from your peers 48.1%Existing relationships with local real estate community 42.3%National conferences 33.3%Social Media/Social Networks 32.0%Calls from local officials 29.6%

Trade magazines 7.4%

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6 EXAMPLES OF HOW COMMUNITY BRANDS ARE EXPERIENCED THROUGH SOCIAL MEDIA

EXAM

PLES

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EXAMPLE 1: WHY LINKED IN SHOULD BE THE CENTER OF EVERY ECONOMIC DEVELOPMENT SOCIAL MEDIA STRATEGY

EXAM

PLES

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WHY LINKED IN SHOULD BE YOUR FOCUS: BUSINESS PEOPLE USE IT

Courtesy: Wayne Breitbarth

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WHY LINKED IN SHOULD BE YOUR FOCUS: PEOPLE CONGREGATE AROUND IDEAS THERE

Courtesy: Wayne Breitbarth

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WHY LINKED IN SHOULD BE YOUR FOCUS: IT HAS THE BEST NETWORKING TOOLS

Courtesy: Wayne Breitbarth

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WHY LINKED IN SHOULD BE YOUR FOCUS: IT HAS 3 MILLION COMPANY PAGES ALREADY

Courtesy: Wayne Breitbarth

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WHY LINKED IN SHOULD BE YOUR FOCUS: EXAMPLES OF ED BRANDS ON LINKED IN

1.

2.

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WHY LINKED IN SHOULD BE YOUR FOCUS: EXAMPLES OF ED BRANDS ON LINKED IN

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EXAMPLE 2: WHY THE RISE OF THE DIGITAL AMBASSADORS CAN BENEFIT YOUR COMMUNITY

EXAM

PLES

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THE RISE OF THE DIGITAL AMBASSADORS

Innovative, grassroots program that: • Engages business leaders &

residents with large social media following

• Provides them with interesting content that can be shared on Twitter, Facebook or LinkedIn

• Tracks engagement with target audiences

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Top cities for technology start-upsBy Jefferson Graham, USA TODAY

Denver: The Mile High City and nearby Boulder have been start-up magnets for years, thanks to Internet household names such as MapQuest (acquired by AOL in 2000) and photo-sharing site Photobucket, the second-most-visited online photo site. Boulder-based incubator TechStars takes on 50 companies a year and has an $80 million fund for start-ups, while Foundry Group invests up to $225 million. "We're not Silicon Valley and never will be," says TechStars CEO David Cohen. "We're only 100,000 people, but the activity per capita is enormous."

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EXAMPLE 3: HOW YOU CAN INTRODUCE YOUR BRAND TO NEW PROSPECTS USING LINKEDIN

EXAM

PLES

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OPTION 1: DIRECT PROSPECTING

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OPTION 2: TARGETED ADVERTISING

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OPTION 3: SPONSOR AN UPDATE

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EXAMPLE 4: HOW INFOGRAPHICS HAVE BECOME VITAL TO YOUR BRAND

EXAM

PLES

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THE RIGHT INFOGRAPHIC IS WORTH

A THOUSAND DATA POINTSTake A Lesson from USA Today • Presents information in an

easy-to-understand format

• Provides valuable content that can easily be shared

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Industry Description Adams Arapahoe Boulder Broomfield Denver Douglas Jefferson Metro Total Larimer Weld N. CO TotalPrivate Sector

Agriculture 966 75 389 N/A 128 105 335 ** 627 3,448 4,075Mining 352 1,338 251 16 6,977 330 404 9,668 333 4,116 4,449Utilities 596 169 235 N/A 1,799 ** 855 ** 241 275 516Construction 13,799 13,361 3,783 1,136 13,694 5,984 10,532 62,289 7,102 6,392 13,494Manufacturing 11,472 7,346 15,920 4,779 18,790 2,222 17,314 77,843 10,947 11,201 22,148Wholesale trade 13,388 13,193 5,088 1,351 24,492 3,254 6,604 67,370 2,989 3,605 6,594Retail trade 16,867 30,075 15,582 5,066 26,365 15,197 28,261 137,413 16,816 7,849 24,665Transportation & warehousing 12,879 2,882 1,166 85 20,906 716 2,283 40,917 2,083 2,500 4,583Information 2,462 18,579 8,657 2,869 12,606 4,776 3,580 53,529 2,504 773 3,277Finance & insurance 2,741 24,707 4,751 872 23,674 5,551 7,434 69,730 3,185 2,897 6,082Real estate, rental & leasing 2,555 5,552 2,082 438 9,845 1,026 3,449 24,947 2,138 936 3,074Professional & technical services 5,039 25,939 22,185 4,306 38,398 9,071 19,918 124,856 8,893 2,031 10,924Management of companies 1,272 6,487 939 1,940 9,568 2,351 2,678 25,235 557 1,340 1,897Administrative & waste services 10,103 23,975 6,492 825 32,006 4,138 11,164 88,703 8,204 4,177 12,381Educational services 1,493 3,690 1,922 342 9,976 1,552 2,761 21,736 1,207 361 1,568Health care & social assistance 14,888 33,024 18,314 1,412 44,273 7,987 23,965 143,863 16,884 8,049 24,933Arts, entertainment & recreation 932 3,463 2,775 270 7,246 3,143 2,590 20,419 1,967 767 2,734Accommodation & food services 12,272 21,323 14,977 2,921 41,474 9,888 19,863 122,718 14,788 5,995 20,783Other services 4,657 7,634 4,430 576 14,404 2,867 6,296 40,864 3,568 1,764 5,332Non-classifiable 2 10 8 ** 33 20 9 ** 27 6 33

Government 26,076 34,880 26,189 ** 66,111 10,849 34,705 ** 23,746 13,634 37,380

Metro Denver

COVERED EMPLOYMENT BY MAJOR INDUSTRYANNUAL AVERAGE 2011

Metro Denver & Northern Colorado

Northern Colorado

How Most ED Groups Present Data

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How We Should Present Data

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EXAMPLE 5 : IN-COMMUNITY BRANDING USING SOCIAL MEDIA

EXAM

PLES

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CEO blog and public commentary

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The video briefing or webinar

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THE LOCAL LINKEDIN GROUP

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Content marketing via Slideshare

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EXAMPLE 6: A TALE OF TWO VIDEOS

EXAM

PLES

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The YouTube Opportunity

Storytelling Done Right

• Number two search engine in the world

• More than 100M YouTube Subscribers

• 700 YouTube videos are shared on Twitter each minute.

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A Tale of Two Videos

“This is My Kentucky”

5,045 Views

“Kentucky Kicks Ass”

79,663 Views

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5 THINGS NOT TO DO FROM A BRAND PERSPECTIVE THROUGH SOCIAL MEDIA

EXAM

PLES

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FIVE THINGS NOT TO DO FROM A BRAND PERSPECTIVE ON SOCIAL MEDIA• Being over promotional – selling, not conversing• Not telling the truth about your community • Making your organization look like it takes Friday afternoons off

(Lehigh Valley)• Not being intentional about what you post (being haphazard• Posting when your calendar tells you to, not when you have

something to say

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FOR FUN: WHAT ECONOMIC DEVELOPERS CAN LEARN FROM CELEBRITIES ON SOCIAL MEDIA

EXAM

PLES

Adapted from the article “How Big Brands Can Learn from Social Media-Savvy Celebrities” in:

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WHAT ECONOMIC DEVELOPERS CAN LEARN FROM CELEBRITIES: • Personality matters – people connect

with personas• Authenticity matters – people need

to believe you care• Understand the shortcomings of

social networks – they are simply distribution networks, not a replacement for a relationship

• Converse, don’t sell – engage around topics and interests, not logos and websites.

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Poll question: Based on today's presentation, do you believe you can have more, the same, or less influence on your community's brand

using social media?

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Q&A

YOUR Q

UESTIO

NS

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WRAP UP

NEX

T STEPS

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Thank you!

Contact information:

1128 Grant StDenver, CO 80203Contact: Ben Wrightt: 303.292.3300 x 210benw@Atlas-Advertising.comwww.Atlas-Advertising.comLinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace