pr 2.0: next practices for economic development
DESCRIPTION
In a webinar to IEDC members, DCI president Andy Levine presented with Orlando Economic Development Commission's Jennifer Wakefield ways economic development professionals could capitalize on the changing media landscape.TRANSCRIPT
PR 2.0: Next Practices for Economic
Development
Andy Levine Jennifer Wakefield, APR
Andy Levine – At Work
President/Chief Creative Officer, DCI
• Joined DCI in 1991• Directed dramatic growth in DCI’s team and
service offerings over the past 20 years• A knack for creative thinking that delivers
tangible results
Andy Levine – At Play
• Competed in ten marathons (running his next one on May 6th)
• Moved to the “Jersey Shore” in June 2011 (but doesn’t know “Snooki” or “The Situation”)
Jennifer Wakefield – At Work
Director, Marketing and CommunicationsMetro Orlando Economic Development Commission
• EDC since 2006; PR/marketing since 2000
• Worked with brands: Walt Disney World Resort, Darden Restaurants, Siemens Energy, Electronic Arts, Lockheed Martin, Sanford-Burnham Medical Research Institute, JetBlue
• Media relations results in New York Times, Wall Street Journal, CNET, CNN.com, USA Today, Mashable.com, Delta Sky, Lufthansa Exclusive, AirTran GO, as well as regional, national, international media outlets and industry trade publications.
Jennifer Wakefield – At Play
• Only shops the clearance racks (and always has great finds)
• Directionally challenged (but will still tell you which way to turn)
• Adopted her son last year…and found him thanks to Facebook!
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Let’s ask the group a simple question…
Public Relations Defined
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” – PRSA.org
PR = not just media relations
Push vs. Pull
Source: David Armano, http://darmano.typepad.com/
Silos vs. Integration
Edelman Trust Barometer
Source: 2012 Edelman Trust Barometer, http://www.slideshare.net/EdelmanInsights
Monitor: Google Alerts
Monitor: Lexis-Nexis
Monitor: TweetDeck
Vendors
Media Queries
Let’s test your social media knowledge…
Poll Question #2
WHICH STATEMENT IS FALSE:a) If Facebook was a country, it would be the
3rd most populated in the world.
b) Justin Bieber has the world’s most Twitter followers (19.8 million and rising)*
c) One third of U.S. women aged 18-34 check Facebook first thing in the morning (even before they go to the bathroom).
*Lady Gaga has 22 million Twitter followers!!!
Impact on Economic Development Marketing
FOUR CENTRAL OBSERVATIONS
1. “Bought,” “Owned” and “Earned” Media
2. “SME” (Social Media Engagement) Index & ED’s Target Audiences
3. Put Away the Megaphone
4. Speed at the Point of Need
An ED Organization’s “Marketing Mix”
Bought Owned Earned
•Advertising (print, broadcast and online)
•Paid Search Engine Marketing
• Website• Sales Literature• Email Marketing• Newsletters (print
and email)• Special Events• Blogging &
Microblogging
•Search Engine Optimization •Editorial
Placement (print, broadcast and online)•Social Media
(cultivating influencers)
SME (Social Media Engagement) Index
Potential Investors
Location Advisors
Current Investors
Stakeholders
Talent Low Moderate High
Put Away the Megaphone
Put Away the Megaphone
With 300+ marketing messages every day, “megaphone” messages are tuned-out
A Simple Recipe for Success:
1) Be Found…Place smart, helpful content in places where it will be found
2) Presentation is Everything…Display your content in an engaging manner
Be Found: Distributing Your Content
Use of Infographics
Making It Interactive
Speed at the Point of Need
“It’s the NOW revolution. Speed wins. Or kills.”
Jay BaerSocial Media Guru
Speed with the News Media
Now:
“I’m working on a story that we’ll post on the website in the next hour. Here’s my question and please talk fast…”
Then:
“I’m working on a story for Sunday’s business section. Can we set-up a time to talk?”
Speed with Potential Clients
• Practices “listening at the point of need” on Twitter, LinkedIn
• When someone mentions New Brunswick, Canada online, the CEO responds immediately: “How can I help? What do you need to know?”
NEXT PRACTICES: A Look At Six Emerging
“Best Practices” for ED Groups
Next Practices #1
THE RISE OF THE DIGITAL AMBASSADORS
• Identify individuals with large social media followings and invite them to serve as “digital ambassadors”
• Provide content that can easily be shared with their networks
• Give them incentives to be active • Measure and report back the success
Next Practices #2
SHOW AND TELL WITH YOUTUBE• 4 billion videos are viewed/day• Integrate! 500 years of YouTube video are
watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
• Testimonials
Next Practices #3
BRIDGING THE GAP TO “CONTACT US FOR MORE INFORMATION”
“On average (and with little variation among industries) customers will contact
a sales representative when they independently complete about 60% of the
purchasing decision process.” Marketing Leadership
Council Study
Next Practices #4
PLAY, WORK (OR BOTH?) WITH PINTEREST
• Newest, hottest social website
• With over 11 million unique monthly visitors, Pinterest became the fastest standalone website to eclipse the 10 million per month mark ever. (source: PR Daily)
• Pinterest gets more monthly usage per user than Google+, Twitter and LinkedIn combined. (source: AllTwitter)
• Demo: Women 25 – 34 (source: Ignite)
Next Practices #5
RETHINK LINKED IN
FOUR WAYS ED GROUPS CAN UTILIZE LINKED IN
1. Connect with current investors and ask for introductions
2. Actively participate in industry groups which bring you into contact with potential investors
3. Research c-suite decision makers of target companies
4. Consider inexpensive Linkedin ads to employees of specific companies or job titles
Next Practices #5
AND A SHAMELESS PLUG…
• Join the LinkedIn Group “Economic Development 2.0” and its 3,500+ members
• A group that excludes sales-driven/promotional postings
Next Practices #6
TEACH + LEARN = SLIDESHARE• 60 million visitors/month• 3 billion slideviews/month• Connect to LinkedIn, Facebook, Twitter• Embed YouTube videos• Share your presentations• Learn from others
Summing Up: Six “Next Practices”
1. The Rise of the Digital Ambassadors
2. Show and Tell With YouTube
3. Bridging the Gap to “Contact Us For More Information”
4. Play, Work (or Both?) With Pinterest
5. Rethink LinkedIn
6. Teach + Learn = Slideshare
Three Final Requests
1) To download, visit www.slideshare.net/aboutdci
2) Provide feedback on this webinar 3) Follow Justin Bieber on Twitter (he
wants to catch Lady Gaga)
