social media marketing best practices for the edo · 2010. 6. 2. · presentations on development...
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Social media marketing best practices for the EDO
Mark W. Schaefer Schaefer Marketing Solutions
Wednesday, June 2, 2010
Today Social media impact on EDO’s Best practice case studies Starting and sustaining your social media
initiative
Wednesday, June 2, 2010
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!
Wednesday, June 2, 2010
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!
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Assume you realize the social web is … Transformational Wildly popular Influential And …
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OVERWHELMING!
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How is this impacting the EDO?
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Site visitsJournals
NewspapersBrochures
Trade Shows
City
City
City
City
City
City
City
2004 site selection process
SIX MONTHS
City
City
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2009 site selection process
85% of initial search = InternetSIX WEEKS
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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 mediaTelevision
Glossy magazinesJournals
Trade shows
“Free” mediaInternet
Viral marketingSocial media
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… requiring a new approach
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The social web model: Systematically create an info eco-system
Site selection
Local stakeholdersEntrepreneurs
Employers
EDO website
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Let’s see this in action …
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Websites have a crucial NEW role2004 view of the world:
Website is the destination, an online brochure
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Websites have a crucial new roleOld view:
DestinationNew view:
Content Engine
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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
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Blog: Denver Three benefits:
In-depth content Authority SEO
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Flickr: Boise
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YouTube: Calgary Academic
presentations on development issues
Lifestyle Testimonies Property tours
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Ning: Nashville
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Slideshare: Austin Re-purpose
presentations Cross-link to other
social media sites
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Linked-In: Site Selection Groups Professional
connections Discussion and
support groups Interest Groups
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Facebook: Richmond Leverage existing
content Discussion area Fan pages Enormous community Highly-indexed site
drives traffic to traditional website
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A social web mini eco-system for jobs
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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.”
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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%
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Getting started: Essential best practices
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Care and nurturing of your social media initiative
1. Plan and align with strategy
2. Listen before you leap3. Focus and experiment4. Engage stakeholders5. Leap6. Measure
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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
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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
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Seesmic, a free “listening” tool
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Twitter search Be attentive and
responsive. Effective social media marketing is opportunistic!
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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)
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4) Engage your stakeholders Coordinate centrally,
then deputize. Involve your community
Blogs Testimonials Photos Videos
Involvement creates engagement, support and enthusiasm.
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5) Now, it’s time to leap! Formula for success on social media:
Connections
Meaningful
content
Authentic helpfulne
ss
++
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5) Leap: Building connections
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5) Leap – Building connections
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5) Leap: finding your “voice” Use a “dinner party”
mentality. You need quality AND
quantity Commit!
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6) Measure SM measurement easy and free What behavior are you driving?
Awareness? Engagement? Registration?
Watch measures against event timeline
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Questions?
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Continuing the conversation! Email [email protected] Phone 865-456-1939 Web www.businessesGROW.com Twitter @markwschaefer Blog http://schaefersolutions.blogspot.com LinkedIn http://www.linkedin.com/in/
markwschaefer
Wednesday, June 2, 2010