social media marketing power for economic development professionals

The Marketing Power of Social Media

Mindie Burgoyne

MEDA – 11/12/13

Social Media?

Marketing Has Changed

Customer Choices

Economy of Scarcity

Economy of Abundance

Customers Drive Advertising

Markets have become Conversations

"These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation."

The G.A.F. Principle

• Know Your Core Customer• Give Them MORE Than What They Want• Make it FREE or a bargain• MAKE IT EASY

Where are the Conversations?

• Groups• Blog Posts• Newsfeeds

• Forums• News

Profile

MessageUpdate

sJob Sch.Groups

Connect

LinkedIn Groups

• Searchable by term / location

• Narrow down fields

• Make new contacts

• Learn about a niche

• Develop Expert Credibility

5 Biggest Mistakes on LinkedIn Profile

• No Profile Picture

• No Headline

• Incomplete Information

• “Website”

• No Contact Information

LinkedIn Success

• 4 of last 5 hires. LinkedIn is primary tool for talent search

• Outreach through LinkedIn led to generation of conversation Technology job inquiry discussions about the incubator, innovation, entrepreneurship - who's doing what in these fields.  

• 325 Connections – ALL ED Related  

• Over 500 Connections – Mostly ED

• Newsletter is huge success• Newsletter Creates Conversations

10 Tips for Using LinkedIn

• Maximize Profile Power

• Use the Status Feed (posts / comments)

• Post Daily

• Built a targeted network

• Find Conversations in Groups

• Find Answers in Groups

• Make Connections through Groups

• Send a welcome inmail

• Reach out to every new contact

• Don’t be stuffy

Profile

MessageUpdate

s

Driver to Content

Connect

Use Twitter for …

• What’s Hot in your Niche?• Finding Conversations• Finding Niche Connections• Getting the word out• Getting news

Top Twitter Mistakes

• Tweeter not results oriented• Weak profile - no picture• No weblink to Twitter Profile• Being a link – bank• Posting uninteresting crap• Posting same post multiple

times

• 3 Billion videos viewed daily

• 70% YT traffic is outside US

• 800 million Users monthly

• 2nd largest search engine

• Demographic – 18 to 54 years

• 17 million users link to other platforms

• More videos uploaded in a month than 3 US Networks in 60 years

• 48 hours of video are uploaded every minute = 8 linear years of content daily

Friends

PhotosVideo

GroupsNotes

Pages

Timeline

TickerApps

Network

INFO

Status

Comment

Facebook Timeline

• Great opportunity for branding / niche

• A deeper look at “you”

• Links to Friends, Photos, Notes,

Subscribers

• Your Online Brochure

Facebook Newsfeed

• All your friends’ updates

• Live feed

• Can sort by lists

• View video and pics in line

• Commenting is easy

Facebook Pages

• A Page Serves the fans

• Meant to engage not preach

• Community involvement

• Niche focused

• Dependent on Engagement

• Boost Posts *****

• Think Like a PublisherLet’s take a Look!

FACEBOOK SUCCESS

• Dependent on “being social”• Comment more than you post• Use Lists• Don’t be afraid of controversy• Be a “person”• Be interested• Post engaging content

FACEBOOK MISTAKES

• Pushing Marketing Copy• Uninteresting Content• Not engaging – one way poster• Too many or too few posts• Dozens of pictures at once• Selfies please…. • Politics, Religion, Controversy

FACEBOOK TIPS

• Post one picture• Use a headline w/ caps• Space every 3 lines• Tag people in posts and

comments• Try to post something that

engages others.• Marketing copy is a withdrawl –

make sure you have deposits.• Boost key posts on Pages• Develop a tribe for every niche

News

FeedComments

Pages

Shape Conversation

Content lives here

WEBSITE

Blog ---> Newspaper

Throw-away Content

Website is static

What’s the Conversation Today?

Every Conversation is a tentacle to draw into the main site

Blogging is Constant

BLOGS

Blogs – the Ultimate Conversation

How doyouharnessthe power?

Engage

Fill The Hole

BALANCE

Typical Ideal

Marketin

g

Networking

Conversation

NetworkingConversatio

n

Marketing

Contact Me!

Mindie Burgoyne5775 Charles Cannon RoadMarion Station, MD 21838mindie@travelhag.com

www.travelhag.comwww.WritingtheVision.com

@travelhagswww.facebook.com/mindie.burgoyne