With majority of businesses online, EDOs cannot afford not to connect through social media. A key tool to support local businesses, social media allows economic developers to connect with owners, stay up to date on news impacting the business and discover opportunities to help companies expand locally. Discover how to super charge your organization’s BRE program using social media.

1. D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T
Social media in business
retention and expansion
Presented by Guillermo Mazier/ Atlas Advertising

2. About Your Presenter
Guillermo Mazier – Director, Strategic Accounts
– Former economic developer and tourism marketer for the Costa Rican
Investment and Trade Development Board
– Managed economic development and tourism campaign for Tortugero, CR
– Industry speaker, content strategy and digital marketing specialist
guillermom@atlas-advertising.com
www.twitter.com/atlasad
How my Kids Describe me:

3. Introducing Atlas
1. Denver-based marketing services company, specializing in economic development
2. Founded in 2001, with 27 employees
3. Has worked with more communities than any other economic development marketing
services firm in the past 10 years: 160+ economic development clients in 43 states and 6
countries
4. Specialize in providing branding, marketing planning, digital marketing, and GIS enabled
websites, all for economic development
5. Pioneered the industry’s first metrics based benchmarking approach for marketing, business
attraction, and business retention: High Performance Economic Development Marketing
6. IEDC’s High Performance Economic Development Marketing Partner
7. Frequent public speaker and lead speaker on benchmarking marketing, business attraction,
and business retention programs, as well as on branding, research, digital marketing,
websites, and GIS.

4. View the slides, continue the dialogue
• Continue the Conversation:
– Follow us on Twitter:
www.twitter.com/AtlasAd
– Tweet questions using hashtag
#ASKATLAS
– Join High Performance Economic
Development LinkedIn Group
• View and share the slides with your
colleagues (available now):
www.slideshare.com/wright0405

5. Meeting Agenda
1. A Formative idea for today’s session
2. BR&E from 30,000 feet
3. What are 5 Tips that we can implement to enhance our
BR&E Efforts through social media?
4. A Practical Takeaway – Example LinkedIn
5. Social Media Calendar for BR&E
6. Social Prospecting Workbook

6. Join Us – MARKETING
METRICS THAT MATTER
EXAMPLES OF GOOD SCORE CARDS OR METRICS REPORTING:
CHOOSE NEW JERSEY
NASHVILLE
http://www.atlas-advertising.com/Economic-Development/HPED-Consulting/HPED-
Consulting.aspx

8. Formative Idea for Today’s Session
”Prospects (Site Selectors,
Companies, Talent) are now in
control of when and how they
access information during the
purchase process. At the same
time, Economic Developers are
constrained by tight budgets while
charged with longer to-do lists,
including the need to interact with
board’s, stakeholders and
customers across a variety of
marketing, political, financial and
infrastructure channels”

9. Poll Question: What % is social
media part of your business
retention and expansion program?

10. Poll Question: What is the
most effective way to use
social media for your
business retention and
expansion program?

11. Poll Question: Has anyone
ever thanked or helped
anyone using social media?

12. Insert CTA Header
BR&E FROM 30,000 FT

13. Insert CTA Header
5 TIPS TO ENHANCE YOUR BR&E
EFFORTS THROUGH SOCIAL MEDIA

14. Economic Development is a
Spectrum of Activities

15. 1. Extend Branding Efforts
• 90% of the Site Selection process starts
online
• Google has evolved from a 1996 research
project into the world’s most visited website
with more than five billion searches every
day. Providing the most relevant search
results to users fuels its massive growth.

16. 2. Mind Your Community’s
Business…
• Social media can be a
connection between you and
your clients -- a constant
presence that allows for
consistent engagement.
• Connect with business owners
• Stay up-to-date with news that
impacts business
• Discover opportunities to help
businesses expand
Lets try it: http://www.google.com/alerts

17. 17
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Commissioned study
conducted by:
Priming the Economic Engine
How Social Media is Driving Growth for
Small and Medium Businesses (SMBs)
17

18. Why Should You Care About SMB’s?
Via LinkedIn Corporation
SMBs contribute $5.5
trillion in annual revenue
(Source: Dun and Bradstreet)
Small businesses
create seven of every
ten new jobs.
(Source: SBA Office of Advocacy)
Young firms in
growth mode are the
largest contributors
to job growth.
(Source: Goldman Sachs)
1
23

19. They’re Optimistic About 2014 And
Focused On Marketing
19
8 in 10
think 2015 will be
better than 20141
41%
say increasing marketing
and brand presence is
their top business priority1
10.7%
YoY increase in
marketing budgets2
1 - RocketLawyer, 2014 Semi-Annual Small Business Survey
2 - Borrell Associates, Dec. 2014

20. Understanding How And
Why SMB’s Use Social
Media
DEFINING
SMBs
Small
$1M to $9.9M USD
Medium
$10M to $49.9M USD
998 Small and Medium Businesses surveyed in the
US and Canada
©2013 LinkedIn Corporation.

21. Key Findings
21
There is a prime opportunity for financial companies to
influence SMBs on social media – especially on LinkedIn
• 68% use social media for finance-related reasons
• 93% are driven to take action after using social for both discovery and consideration
• SMBs are most open to receiving financial information on LinkedIn
There is a strong correlation between increased social
media spend and hyper growth
• 73% of hyper growth companies reported increased social media spend
• 82% of hyper growth SMBs say it is effective for generating new leads
Social media: ideal for marketing, but also for learning
• 94% of SMB social media users use it for marketing
• Half use it for learning and deriving business insights

22. 22
Social media:
ideal for marketing,
but also for learning

23. 8 Out Of 10 SMBs Use Social Media For
Their Business
81%of SMBs are Current
Users of Social Media
9%
are Future
Users

24. Among social media
users, nearly all use it
for marketing
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
Use Social Media for
Marketing Needs
94%
TOP MARKETING
REASONS*
Maintain a company
presence and identity
Generate word-of-mouth
Deliver content and new
information about company
Advertise to help increase
awareness
Advertise to generate
new leads
1
2
3
4
5

25. The reason? Social media addresses
their #1 challenge
65%
State that attracting
new customers is
their top business
challenge
61%Find social media useful
in gaining new customers
25

26. Half Also Use Social
Media To Learn And
Share Resources
Use Social Media for
Learning
49%
TOP REASONS FOR
LEARNING*
Access a network of
peers to ask questions
Learn from experts in
my industry
Obtain insights or best
practices
Find information and
opinions to answer my
questions
1
2
3
4
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses

27. 27
Strong correlation between
increased social media
spend and hyper growth

28. The Majority Of SMB’s Are Growing And
One In Six Are In Hyper Growth Mode
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
GROWTH
Increase in Overall Revenue
Compared to LastYear
48%
36%
16%
NON-GROWTH
Decrease/No Change in
overall revenueYoY
HYPER GROWTH
Significant Increase in Overall
RevenueYoY

29. 3. Focus On Your Core
Companies
Define and articulate your value
proposition via social media.
Expansion
and
Growth
Rebuilding
Workforce
Acquisition
Downsizing
and
Survival
Engage your clients (businesses) in whatever phase of
the business cycle they are in

30. 4. Create A Social Media
Content Strategy
• Create a comprehensive strategy on
how you will connect to your existing
businesses:
– LinkedIn Group discussions
– Invite commentary on blog posts [SEE
ECONOMIC DEVELOPMENT
MATTERS BLOG]
– Twitter Chat on a weekly basis
– Highlight and feature companies on
Facebook

31. A Good Blog Example

32. SOCIAL MEDIA PUBLISHING SCHEDULE:
ECONOMIC DEVELOPMENT Marketers .
Click here to Download:
http://offers.atlas-advertising.com/social-media-
publishing-schedule

33. 33
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HOW ONE EDO DOES IT.

34. Poll Question: How many
people know what a
hashtag (#) is?

35. A NOTE ON HASHTAGS..

36. 5.Use Social Media To Drive
Traffic To Your Website

37. 37
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38. A LinkedIn Case Study

39. LinkedIn helps connect you to the network you
need to achieve your mission
V
B
S
F Board Members
Skilled
Volunteers
Funders
Supporters
T
Talented Employees

40. S
LEVERAGING LINKEDIN’S NETWORK
Strengthen relationships
with funders
Find the right quality board
member quickly
Recruit talented
professional volunteers
Identify top talent to work
for your organization/
Build your brand and spark
dialogue among supporters
V
B
F
T
An introduction to a local
foundation
A board member with strategic
consulting experience
A graphic designer to re-brand
your materials
A new Development Director
Professionals following your
organization’s LI page

41. BUILD RELATIONSHIPS WITH FUNDERS
Chances are you have connections to many of the funders you are
currently pursuing. Use LinkedIn to uncover those ties and improve
your relationship with your funders.
– Work with your board development committee to identify prospects
– Explore your network to uncover your ties and inroads
What if instead of
cold calls, you had
warm introductions?
Your FunderYou
F

42. QUICKLY CONNECT WITH COMPANIES AND BOARD
MEMBERS
LinkedIn makes it easy to explore your existing connections to find
potential board candidates. Connect with your current board in order
to fully leverage their connections.
Use “advanced search” and
filter by:
Keyword
• Geographic location
• Desired skills
• Company or affiliation
B

43. FIND COMMUNITY VOLUNTEERS
Looking for a particular skill set? Interested in building relationships
with volunteers from a particular company or industry?
§ LinkedIn’s advance search feature makes zeroing in on the exact
talent you need easy.
LinkedIn Confidential ©2013 All Rights Reserved
V
A strategy consultant to
help build your 3-year plan
A part-time accountant
to maintain your books
A graphic designer to
create a new logo

44. IDENTIFY TOP TALENT FOR YOUR ORGANIZATION
With LinkedIn you can use “advanced search” to identify potential
candidates and then see shared connections. Speed up your talent
search and cut through the crowd to find a perfect match
LinkedIn Confidential ©2013 All Rights Reserved
T

45. BUILD MEANINGFUL SUPPORTIVE RELATIONSHIPS WITH
COMPANIES
LinkedIn is a vibrant community with hundreds of millions of
professionals worldwide. Your friends, fans and supporters are
already on LinkedIn. Invite them to become your advocates.
– Create a company page, grow your follower base,
and post updates to spread your message across
the LinkedIn network.
– Ask your supporters to list your organization on their
profile in the Volunteer & Causes section.
– Join a Linked Group that is relevant to your cause
and help drive the conversation.
LinkedIn Confidential ©2013 All Rights Reserved
S

46. Use LinkedIn Ads For Targeting
Company Audiences

47. 47
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KNOXVILLE ESTIMATED REACH
3Million
TARGET USERS BY TITLE,
GEOGRAPHY, GROUP
AND MORE

48. PLEASE, USE SOCIAL MEDIA TO
MARKET TO YOUR WORKFORCE.

49. 49
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insert it again.
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40% percent of workers plan to look for a new job within
the next 6 months with 69% using social media to do it.
Source: 2014 Ranstad Staffing Study

50. SOCIAL MEDIA PROSPECTING:
ECONOMIC DEVELOPMENT
BUSINESS DEVELOPERS.
Click here to Download:
http://atlas-advertising.com/getmedia/6629d4ac-
dad6-49ad-8096-b0c914285718/Social-Prospecting-
Workbook-to-Find-New-Leads_14_Oct_14.aspx

51. 51
Guillermo Mazier
303.292.3300 x 232
929 Broadway, Denver, CO 80203
guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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