the iowa city downtown district & social media
DESCRIPTION
This presentation was given by Betsy Potter at the University of Iowa Libraries 2014 Social Media Bootcamp.TRANSCRIPT
THE ICDD & SOCIAL MEDIA
Presented to Social Media Boot Camp 04.2.2014
By Betsy Potter, Director of Operations
IOWA CITY DOWNTOWN DISTRICT
Self-Supported Metropolitan Improvement District (SSMID)
Iowa City, Des Moines, Cedar Rapids, Davenport & others
Business Improvement District (BID)
1,000 + BIDs and spreading internationally
Self-imposed and self-governing
ICDD ROLE
Support a geography stay competitive in a dynamic marketplace (nexus)
Policy, planning, the built environment, marketing, programming, business attraction & retention
Non-profit 501c(6)
Started in 2012 for a 4 year term, reauthorize by 2016
Tax rate of $2 / $1,000 of taxable value of the property
Budget = $550,000 of which $280,000 is from the SSMID tax
WHAT DOES THE ICDD DO?
A private, not for profit, downtown management organization
Represents all property and business owners within the ICDD boundaries
Undertakes programs to: Improve downtown’s image Strengthen its economic base Increase its attractiveness Support business owners interests Be a constant advocate all of downtown Assure that it’s clean, safe and accessible
ICDD Facts
Geographic Boundary
2 Neighborhoods
Approximately 335 Businesses / Orgs
145 Property Owners
Over 1.8 million sf of commercial space
NORTHSIDE MARKETPLACE
DOWNTOWN
UI CAMPUS
IOWA RIVER
DOWNTOWN PROGRAMS
Security
Parking
Promotional Special Events
Community Gallery Art Program
Marketing and Communications
ICDD MISSION & GOALS
To champion the Iowa City Downtown District as a progressive, healthy, and culturally vibrant urban center of the region.
ICDD’S SOCIAL MEDIA @ICDowntown
/Iowa City Downtown District
downtowniowacity
/ICDD
GOALS OF ICDD’S SOCIAL MEDIA
Use the advantages of constant connectivity of social media to:
Educate the public and our business members about Downtown issues
Create a buzz about upcoming special events
Get to know our demographics Spread our successes Gain feedback Support our business members
POLICIES ABOUT SOCIAL MEDIA
Create strategic partnerships
Integration
Create content that is worth seeing
Use consistent handles, emails etc.
Be human
Stay open to messaging & feedback
Do not use social media as a constant sales catalog
DIFFERENT PURPOSE FOR EACH NETWORK
@ICDowntown
/Iowa City Downtown District
downtowniowacity
/ICDD
ICDD USES SOCIAL MEDIA
TO SUPPORT OUR BUSINESSES
Sharing
Tagging
Linking
ICDD USES SOCIAL MEDIA
TO MARKET & SELL
ICDD USES SOCIAL MEDIA
TO GAIN BRAND RECOGNITION
ICDD USES SOCIAL MEDIA
TO LEARN ABOUT OUR AUDIENCE
ICDD USES SOCIAL MEDIAGAGE WHAT IS WORKING
ICDD USES SOCIAL MEDIA
AND WHAT IS NOT
ICDD USES SOCIAL MEDIATO RECOGNIZE SUPPORTERS, SPONSORS AND PARTNERS
ICDD USES SOCIAL MEDIA
TO MAKE ANNOUNCEMENTS
CLOSURES
DEADLINES
PRESS RELEASES
NOTICES
ICDD USES SOCIAL MEDIA
TO DIRECT THEM TO OTHER INFORMATION SOURCES
Website
Events Calendar
Newsletter
HOW DOWNTOWN BUSINESSES USE SOCIAL MEDIA
BUSINESSES USE SOCIAL MEDIA
TO DIRECT CUSTOMERS TO THEIR WEBSITES
BUSINESSES USE SOCIAL MEDIA
INSTEAD OF A WEBSITE
BUSINESSES USE SOCIAL MEDIA
FOR FREE MARKETING & ANNOUNCEMENTS
BUSINESSES USE SOCIAL MEDIA
AS A CATALOG OF INVENTORY
BUSINESSES USE SOCIAL MEDIA
BUILD RELATIONSHIPS WITH CUSTOMERS
BUSINESSES USE SOCIAL MEDIA
FOR SALES
BUSINESSES USE SOCIAL MEDIA
TO GAIN A LARGER, FURTHER REACHING CUSTOMER BASE
BUSINESSES USE SOCIAL MEDIA
TO CREATE A BUZZ
Show behind the scenes
Give insider information
Host contests
BUSINESSES USE SOCIAL MEDIA
FOR FEEDBACK
CHALLENGES TO BUSINESS SOCIAL MEDIA
Facebook business pages are much different
Gaining followers
Turning social media interest into sales
Creating constant relative content
THANK YOU!