social media meets economic development
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Presentation for Alaska BEDC.TRANSCRIPT
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Social Mediameets
EconomicDevelopment
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This is Social Media.
BlogsBlogsBlogsBlogs
MicroblMicroblogsogs
MicroblMicroblogsogs
Social Social NetworNetwor
ksks
Social Social NetworNetwor
ksksGeo-Geo-
NetworNetworksks
Geo-Geo-NetworNetwor
ksksVideo Video
SharingSharingVideo Video
SharingSharing
Photo Photo SharingSharingPhoto Photo
SharingSharing
Content Content RatingRating
Content Content RatingRating
BookmBookmark ark
SharingSharing
BookmBookmark ark
SharingSharing
PodcastPodcastinging
PodcastPodcastinging
RSS RSS FeedsFeedsRSS RSS
FeedsFeedsWidgetWidget
ssWidgetWidget
ss
Cloud Cloud WorkinWorkin
gg
Cloud Cloud WorkinWorkin
gg
MobileMobileMobileMobile
Social Social GamingGamingSocial Social
GamingGaming
AugmeAugmented nted
RealityReality
AugmeAugmented nted
RealityReality
Shiny Shiny New New ThingThing
Shiny Shiny New New ThingThing
WebsitWebsitee
WebsitWebsitee
Social Tools
www.alizasherman.com
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Comments
Public or Private
Current
Posts
Share
Blog
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Comments
Public
Updates
“Likes”
Tabs
Share
Social Network: Facebook
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@ and DM
Public
“Tweets”
Followers
Following
Retweet
Microblog: Twitter
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Social Media is LISTENING
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Social Media is CONVERSATION
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Social Media powers BRANDS.
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Social Media is MEASURABLE
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QuickTime™ and aPhoto - JPEG decompressor
are needed to see this picture.
ListenParticipa
tePromote PublishBuild
Community
Original concept by Beth Kanter
15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk
Social Media takes TIME
Low Engagement
High Engagement
Content IntensiveNo Engagement Broadcast/Share
+ + + +
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WHO?
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Who are you trying to reach?
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How?
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How do they communicate?
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WHAT?
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Leads?
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Deals?
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Jobs?
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Revenue?
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Reach People
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1. Wrong objectives2. Wrong target3. Wrong messages4. Wrong channels5. Wrong tactics
Why Social Media Fails
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StrategyObjectives
Tactics
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StrategyObjectives
Tactics
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Strategy:Leverage social
media for economic development
Strategy
Objectives
Tactics
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Your Organization
Local
Regional
National
Global
Social Media Reach
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Objective:Increase inquiries,
stimulate jobsStrategy
Objectives
Tactics
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Before you continue:Identify your assets
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Economic Incentives
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Business Resources
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Quality of Life
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Pick the right tools.
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BlogsBlogsBlogsBlogs
MicroblMicroblogsogs
MicroblMicroblogsogs
Social Social NetworNetwor
ksks
Social Social NetworNetwor
ksksGeo-Geo-
NetworNetworksks
Geo-Geo-NetworNetwor
ksksVideo Video
SharingSharingVideo Video
SharingSharing
Photo Photo SharingSharingPhoto Photo
SharingSharing
Content Content RatingRating
Content Content RatingRating
BookmBookmark ark
SharingSharing
BookmBookmark ark
SharingSharing
PodcastPodcastinging
PodcastPodcastinging
RSS RSS FeedsFeedsRSS RSS
FeedsFeedsWidgetWidget
ssWidgetWidget
ss
Cloud Cloud WorkinWorkin
gg
Cloud Cloud WorkinWorkin
gg
MobileMobileMobileMobile
Social Social GamingGamingSocial Social
GamingGaming
AugmeAugmented nted
RealityReality
AugmeAugmented nted
RealityReality
Shiny Shiny New New ThingThing
Shiny Shiny New New ThingThing
WebsitWebsitee
WebsitWebsitee
Social Tools
www.alizasherman.com
![Page 33: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/33.jpg)
Home base.Repository.Static.Harder to update.
WebsiteNews
Projects
Resources
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Blog
Social media hub.Current information.Dynamic.Easier to update.
Currentevents
Projectupdates
CaseStudies
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Gateways.Brand building.Input and feedback.Interactive.
Feed
Share
Interact
Social Networks
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High impact.Storytelling.Shareable.Potentially viral.
Photos
Video
Audio
Multimedia
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Set up a blog to publish quickly and easily, provide current information, news, positive
stories.
Tactic:
Strategy
Objectives
Tactics
![Page 38: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/38.jpg)
Set up a LinkedIn account to cultivate warm leads through
your existing professional contacts.
Tactic:
Strategy
Objectives
Tactics
![Page 39: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/39.jpg)
Cultivate a fan base with a Facebook Page to build your
brand, increase awareness and stimulate inquiries.
Tactic:
Strategy
Objectives
Tactics
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Build a following on Twitter and communicate directly with local
and national/global stakeholders.
Tactic:
Strategy
Objectives
Tactics
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Examples: Social Media in Use
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Microsite
project an edgier imageproject an edgier image
Metro Orlando Economic Development Commission
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connect to stakeholdersconnect to stakeholders
Metro Orlando Economic Development Commission
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update about efforts & eventsupdate about efforts & events
Metro Orlando Economic Development Commission
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YouTube
showcase story ideas for mediashowcase story ideas for media
Metro Orlando Economic Development Commission
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Flickr
stimulate user-generated contentstimulate user-generated content
Metro Orlando Economic Development Commission
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Metro Orlando Economic Development Commissionconnect to stakeholders.update about efforts and events.showcase story ideas for media.user-generated content.communicate “edgier” image.MicrositeFacebookTwitterYouTubeFlickr
![Page 48: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/48.jpg)
communicate with alumnicommunicate with alumni
Republic County Economic Development
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YouTube
promote positive imagespromote positive images
Republic County Economic Development
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communicate with alumni.promote positive images.identify businesses to recruit.promote “feel-good” stories.sell vacated buildings.
FacebookYouTubeLinkedIneBay
Republic County Economic Development
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share news and storiesshare news and stories
The Greater Richmond Partnership, Inc.
Blog
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promote region and activitiespromote region and activities
The Greater Richmond Partnership, Inc.
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connect with site selectorsconnect with site selectors
The Greater Richmond Partnership, Inc.
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share news & informationshare news & information
The Greater Richmond Partnership, Inc.
![Page 55: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/55.jpg)
YouTube
relocation testimonialsrelocation testimonials
The Greater Richmond Partnership, Inc.
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Flickr
promote the regionpromote the region
The Greater Richmond Partnership, Inc.
![Page 57: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/57.jpg)
share news and stories.promote region and activities.connect with site selectors.provide testimonials.publicize jobs.
Blog FacebookTwitterYouTubeFlickr
The Greater Richmond Partnership, Inc.
![Page 58: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/58.jpg)
BlogsBlogsBlogsBlogs
MicroblMicroblogsogs
MicroblMicroblogsogs
Social Social NetworNetwor
ksks
Social Social NetworNetwor
ksksGeo-Geo-
NetworNetworksks
Geo-Geo-NetworNetwor
ksksVideo Video
SharingSharingVideo Video
SharingSharing
Photo Photo SharingSharingPhoto Photo
SharingSharing
Content Content RatingRating
Content Content RatingRating
BookmBookmark ark
SharingSharing
BookmBookmark ark
SharingSharing
PodcastPodcastinging
PodcastPodcastinging
RSS RSS FeedsFeedsRSS RSS
FeedsFeedsWidgetWidget
ssWidgetWidget
ss
Cloud Cloud WorkinWorkin
gg
Cloud Cloud WorkinWorkin
gg
MobileMobileMobileMobile
Social Social GamingGamingSocial Social
GamingGaming
AugmeAugmented nted
RealityReality
AugmeAugmented nted
RealityReality
Shiny Shiny New New ThingThing
Shiny Shiny New New ThingThing
WebsitWebsitee
WebsitWebsitee
Social Tools
www.alizasherman.com
![Page 59: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/59.jpg)
BlogsBlogsBlogsBlogs
MicroblMicroblogsogs
MicroblMicroblogsogs
Social Social NetworNetwor
ksks
Social Social NetworNetwor
ksks
Video Video SharingSharingVideo Video
SharingSharing
Photo Photo SharingSharingPhoto Photo
SharingSharing
RSS RSS FeedsFeedsRSS RSS
FeedsFeeds
WebsitWebsitee
WebsitWebsitee
Social Tools
www.alizasherman.com
![Page 60: Social Media Meets Economic Development](https://reader035.vdocuments.us/reader035/viewer/2022062703/5551ee5bb4c90501638b53d3/html5/thumbnails/60.jpg)
Determine your goals.Identify your audience.Pick suitable tools.Get proper training.Leverage your assets.Integrate.Focus.
Social Media / Economic DevelopmentBest Practices
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Where in the world is Aliza Sherman?
• @alizasherman on Twitter
• facebook.com/alizapilarsherman
• linkedin.com/in/alizasherman
• www.conversify.net
• www.mediaegg.com