Social Media 101 For Economic Developers

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Agenda

What exactly is social media?

Why social media matters to you

How to get started & measure success

Best practices


What Exactly Does Social Media Mean?

 the evolution of media

One Way Old Media Web 2.0 Social Media Web 3.0

Social Media
• Just another platform for communication and relationship building
• User-driven, real time, opt-in, microsharing
• Is going to continue to evolve… But customers will remain in control of the conversation


Why Social Media Matters to You

It’s simple. This is where y
p your
customers are.

and they want you to join the conversation.



55.6 million US adults visit social networking sites every
month –Forrester
• Linkedin has 43+ million users; new member joins every second - Linkedin
• Facebook has 300 million users (800,000 new users/day) - Techcrunch, CNN
• Twitter grew 1,928% in the US YOY June 08 to June 09 - Mashable

Social Networking i now more popular th email
S i lN t ki is l than il
• 66.8% of Internet users have used social networks, while only 65.1% have used email – Nielsen Online

Your customers expect you to join the conversation
• 85% believe companies should interact with customers on social media

It’s not a kids playground anymore
• LinkedIn: executives members from all Fortune 500 companies - Linkedin
• Facebook: fastest growing demographic = 35+ - Facebook
• Twitter: 45-54 year olds are the highest indexed age group – Comscore

Social Media M k ti
S i l M di Marketing Spend t Hit $3.1 Billion by 2014 -Forrester
S d to $3 1 Billi b F t

Expectedd
to grow at
annual rate
of 34%

This will make social media
a bigger marketing channel
than both email and mobile

 Quantifiable link between social media and revenue
 companies with highest level of social media activity increased
revenue by 18% on average in past 12 months – Wetpaint & Altimeter


The Value Proposition for You

It s
It’s Mainstream

Market Intelligence

WOM on Steroids
O o S e o ds

Search Engine Ranking
g g

24/7 Access to Customers


Engagement, check.

How do we get started?


The Social Media Bandwagon
“Nesters”

Seed & Build
Communities

Creators

Create
Original
Content
Critics

Share
Content

Collectors

Joiners
Generate
Buzz
p
Spectators Participate
p

Monitor &
Listen


The Four Step Plan to
Becoming a Social Media Jedi


Step 1: Start by Listening

Understand who/where your audience is
• Which social media properties
• C t
Creators or spectators
t t

Monitor Key Conversation Indices (KCIs) to establish your baseline
social footprint
• Mentions, Sentiment Analysis, Favorites, Fans, Sharing
• Watch for red flags before they flare

Benchmark your i d
B h k industry

• Connect with customers, partners, and colleagues
• Learn from other communities

The name of the game is Social Capital
• Respect etiquette
• Think win-win


Listening Tools

 http://search.twitter.com
Look for mentions of your community relevant keywords industry leaders
community, keywords,


Listening Tools

 Twendz.com
Evaluates up to 70 tweets at a time to provide real-time sentiment analysis


Step 2: Define Your Goals

Attract New Businesses
• Increase awareness
• Highlight economic initiatives
• Improve customer sentiment
• Provide accurate data on sites and properties

Retain Existing Business
• Establish connections
• Keep a tab existing business health
• Educate SMBs

Enable Business Expansion
• Provide targeted incentives
• Provide access to tools and resources


Step 3: Join In On the Conversation

Be open, honest, authentic
p , ,
• Your organization’s tone
• Balanced with a human voice

Provide value
• Answer questions about your community
• Integrate social media into your GIS website

Solicit Feedback
• Ask questions – polls, “tweetups”
• Invite suggestions

Develop an ongoing interactive dialogue
• Engage community, foster ambassadors
community
• Be consistent


Step 4: Measure Progress via Changes in KCIs

Attract New Business
• Increase awareness  increased conversation volume
• Highlight economic initiatives  # of passalongs
• Improve customer sentiment  benchmark sentiment analysis
p y
• Provide accurate data on sites and properties  retweets, sentiment



Retain Existing Business
• Establish connections  increased # of followers, cross proliferation
• Keep a tab existing business health  # issues & needs, validate (polls)
• Educate SMBs  event attendance, # of new businesses online
,



Enable Business Expansion
• Provide targeted incentives passalongs, channel-specific promotions
• Provide access to tools and resources  link to business services,
educational webinars, free services


Best Practices


Government in Social Media

 Open Government
 slideshare
presentations

 Santa Cruz City’s
Interactive Social
Media Strategy
gy
 Engaging residents
in resolving the City’s
budget crisis.


Directly Integrate Social Media Into Your GIS Website




Twitter

 Give your brand a human voice
 Generate social capital via “retweets”


Twitter
Join the
J i th conversation with your l
ti ith local SMB
l SMBs


LinkedIn
Introductions, discussions, recommendations




Facebook
Facebook fan pages to communicate directly with local community


Takeaways


Takeaways
Social media marketing is here to stay

Technology may change but you need to learn how to market on SM (like email)

Provides unprecedented access to your customer

Must play by their rules: listen, participate, be real

Identify key KCIs to establish a baseline social footprint

Join the conversation, experiment and measure results

Don’t underestimate the importance of social capital

Enjoy the
E j th process!
!


Sources & Additional Resources
 Twitter’s 1 928 Percent Growth and Other Notable Social Media Stats
1,928
http://www.boston.com/ae/food/restaurants/articles/2009/06/29/restaurants_finding_twitter_a_cheap_effectiv
e_marketing_tool/
 Tweetable Eats: What Street Vendors Can Teach Businesses About Twitter
http://www.businessweek.com/magazine/content/09_24/b4135000618911.htm?chan=top+news_top+news+i
ndex+-+temp_news+%2B+analysis
 http://blog.360i.com/social-media/playbook
 http://brainstormtech.blogs.fortune.cnn.com/2009/07/22/5-twitter-tips-for-your-company/
 http://www.zdnetasia.com/techguide/smb/0,3800010798,62056471,00.htm
 http://econsultancy com/blog/4327-20-+-mind-blowing-social-media-statistics
http://econsultancy.com/blog/4327-20-+-mind-blowing-social-media-statistics
 http://www.facebook.com/press/info.php?statistics
 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110120
 http://press.linkedin.com/about
 http://www.interactiveinsightsgroup.com/blog1/how-to-sell-social-media-to-cynics-skeptics-luddites-tips-
resources-advice/
 Social Media Marketing Spend to Hit $3.1 Billion by 2014
 http://www.web-strategist.com/blog/2009/02/08/for-the-professional-how-to-get-started-on-twitter/
 How Twitter Can Make You A Better (and Happier) Person
 http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/
http://www.chrisbrogan.com/50 ideas on using twitter for business/
 7 Secrets to Tweeting Your Corporate Culture
 http://www.grokdotcom.com/2008/11/07/understanding-and-aligning-the-value-of-social-media/
 http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090618/FREE/906189994/1078/newsletter011
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110120
http://thebuzz101.blogspot.com/2009/06/growth-of-social-media.html
htt //th b 101 bl t /2009/06/ th f i l di ht l
http://www.frogloop.com/social-network-calculator
http://www.dragonsearchmarketing.com/social-media-roi-calculator.htm
http://mashable.com/2008/11/02/reexamining-linkedin/

Arti Kuthiala
Q&A Marketing Director
GIS Planning
akuthiala@gisplanning.com
akuthiala@gisplanning com
(415) 225-1678
@artikuthiala


Social Media 101 For Economic Developers

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