This economic development webinar sesssion included a deeper dive into LinkedIn, Twitter, YouTube. It showed how to use these tools with specific recommendations for th eeconomic development office.

1. 1 Social Media’s RoleinEconomic Development II-Deeper Dives into LinkedIn, Twitter and YouTube By Mark J James, CEcD Ben Wright ED Solutions, Inc. Atlas Advertising mark.james@solutionsED.comBenw@atlas-Advertising.com

2. 2 2009 © ED Solutions, Inc. 2 Professional Learning Lab Affiliates

3. 3 2009 © ED Solutions, Inc. 1. Viewer Window 2. Control Panel 3

5. Web redesign strategies and advisory services

6. Contact management solutions

7. A variety of other technology solutions for the profession

8. Training services to the economic development profession.

9. Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com. ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. 4 2009 © ED Solutions, Inc. 4 About ED Solutions, Inc.

10. 5 2009 © ED Solutions, Inc. Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. Atlas Advertising is led by a former economic development practitioner and has worked with 48+ different economic development clients in 26 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. Featured clients: State of Ohio Indy Partnership City of San Francisco Greater Phoenix Economic Council Greater Omaha Economic Development Partnership 5 2009 © ED Solutions, Inc. About Atlas Advertising

12. Business Recruitment

13. Business Retention/Expansion

14. Others, e.g., Tourism, Member Services

16. 8 2009 © ED Solutions, Inc. 8 Why is this all happening? Our email inboxes are overcrowded. We don’t trust the media like we used to. Instead, we trust people who we perceive not to have an agenda. Media no longer controls the means of production for distributing information. We are all voyeurs at heart. We miss our high school friends?

17. 9

18. 10 2009 © ED Solutions, Inc. 10 Growth of Social Media (Pew Internet & American Life)

20. Radio (38 Years)

21. TV (13 Years)

22. Internet (4 Years)

23. Facebook added 100 million users in less than 9 months

24. 78% of consumers trust peer recommendations; Only 14% trust advertisements

25. Every single Fortune 500 company is currently represented on LinkedIn

26. By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network

27. Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen

28. There are over 200,000,000 blogs today11 Source: Socialnomics, Atlas Research

29. 12 2009 © ED Solutions, Inc. 12 Social Media Strategy Consider- Objectives Best Audience for Your Goals What Calls to Action Will You Use? How Will You Measure Success? Visits Followers Return on conversation? (Last) Best Tools for You

30. 13 2009 © ED Solutions, Inc. 13 Mission: Greater Spokane Inc. Increase membership and profile in the community Position GSI as an expert in matters relating to business, economic development, and public policy Reach out to business owners and site selectors to position the Spokane region as an ideal location for business. Does not replace face-to-face interaction Cost-effective Convenient Creates Visibility

31. 14 SEO & SoMe Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.

32. 15 2009 © ED Solutions, Inc. 15 About LinkedIn “A professional network of trusted contacts.” 42 Million plus users worldwide, in 170 industries and 200 countries Execs in of the Fortune 500 60% of incomes over $93,000 Segments: Executives: 28% Networkers/Consultants: 30% Late Adopters: 22% Exploring options: 20% People with incomes of $200K + were seven times more likely to have 150 plus connections than lower income users.

33. 16 2009 © ED Solutions, Inc. LinkedIn most closely mirrors what you do in the real world. You have a rolodex – so does LinkedIn. You email people – and can do so on LinkedIn. You attend meetings – and can do so via LinkedIn. You create committees and Groups, and can do so on LinkedIn. You conduct prospecting efforts – and can do so on LinkedIn. In short, LinkedIn is an essential tool for economic developers. 16 Where does LinkedIn “Fit In”?

35. Your Contacts

36. Your Connections

37. Status updates

38. Groups

39. InMail Feature

40. Applications

41. Advertising

42. Mobile Access17

43. 18 Using LinkedIn

44. 19 Building profiles Education and expertise Clients you have worked with Full contact information Link/address to Twitter page Link to GPEC website Slideshare “Slidespace” Membership groups (groups joined) Upcoming and past events Upcoming sales trips (as events)

45. 20 Building your contact list and your connections Inventory contacts associated with past deals Inventory industry specific contacts As a team, set territories Import lists into Outlook Import contacts from Outlook into Linked In Use your Outlook dashboard religiously Write a personalized invitation – keep it simple. Send invitations to those you know well en masse Work your 1st degree connections to gain introductions to others on your list

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47. 22 Working your network Status updates Joining Groups Creating New Groups Slide share of new content Posting news in Groups Hosting and joining events

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50. 25 Assignment for LinkedIn Set a goal for network size and coverage Inventory and categorize your contacts Import into outlook, then LinkedIn Set a goal for growing your network Send out one mass invitation Work key connections to grow your network Join this group: Next Gen Economic Development Marketers

51. 26 Nielsen’s Report- June 2009 Twitter is no longer just a platform for friends to stay connected in real time, it has evolved into an important component of brand marketing in both the consumer and corporate worlds Fastest growing site in the Member Communities category at 1,382% with Zimbio and Facebook growing at 240 percent and 228 percent” Twitterers are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. The majority of people visit Twitter.com while at work, with 62 percent of the audience accessing the site from work Text messaging offers a third platform for consumers and businesses alike to take part in the twitter craze. In the last quarter of 2008, 812,000 unique users sent or received Twitter text messages from AT&T or Verizon cell phones 2009 © ED Solutions, Inc. 26 About Twitter

52. 27 Why? You can connect with your existing businesses, entrepreneurs, creative class YP’s. Follow your competitors and find out what others are saying about your community. Bloggers can use it as a mini-blogging tool to promote full posts. Through TwitPic post shots of buildings, sites, etc. Link share to share articles from/to all the above.

53. 28 Where Does Twitter “Fit In” Link sharing, not trite sharing Offer twitter feeds to chamber members Search twitter to see if existing companies in your community are tweeting Start conversations on Twitter- e.g., does anyone know which skills their employees need and aren’t found in X. Celebrate newsworthy events

54. 29 Advanced Twitter Search http://search.twitter.com/advanced

55. 30 A Word About Followers Its not how many, its who Look for people to follow who have more followers than they are following Beware of ‘someone’ with very little followers and lots of people they are following. This = spam Check this out- http://twittercounter.com

56. 31 2009 © ED Solutions, Inc. 31 Create a Custom Background

57. 32 2009 © ED Solutions, Inc. 32 http://twitterbackgroundsgallery.com/

58. 33 How… http://www.ehow.com/how_4613303_twitter-background.html Step 1 Create a Twitter account. If you haven’t gotten around to signing up for Twitter yet, what are you waiting for? Go to twitter.com and sign up for an account. If you need a little more help, read How to Set Up a New Twitter Account in the resources below. Step 2 Decide what type of image you want to portray. Part of the difficulty in setting the correct background is deciding what you want your Twitter page design to say about you. Many folks take any image or graphic and upload it to their Twitter account without much thought. Take some time to come up with something that speaks of your style, taste and personality. Step 3 Consider the screen real estate. The important information to be viewed on Twitter occurs in the center of the page. No matter how many images or sayings you have on your background, the center of the screen belongs to Twitter. Therefore you have to create a background that gives Twitter center stage. Step 4 Go large. Larger images and/or graphics reduce the necessity for tiling an image. It gives the appearance of one large background specifically made for Twitter. Try starting with an image as large as 1600 x 1200.

59. 34 How… Step 5 Remember that all screen resolutions are not the same. The smaller the screen resolution, the lower the likelihood of your image will have to repeat. In other words, if you elect to use an image that has a flower located to the extreme left of the screen, on a lower resolution screen (800 x 600 for instance), the flower displays once. A screen with a resolution of say 2048 x 1536, the flower will display tiled on the screen several times. Step 6 Think about using a border. When creating an image, remember that a small portion of the top of the screen is dedicated to the Twitter logo and user navigation. It’s a little easier on the eyes if the design included a boarder over which the Twitter logo and navigation could sit without having to fight against a busy background. Step 7 Upload your image to Twitter. Once you’ve played around with the image, upload it to Twitter to see how it looks. Log onto your account. Click “Design” found under the “Settings” tab. Once on the design screen click “change background image.” Once you upload your image, check it out to see if you like it. If you don’t you can change it or use one of the Twitter default images until you come up with something you like.

60. 35 Top 21 Twitter Apps. Twitpic 1,236,828 Tweetdeck 285,864 Digsby 233,472 Twittercounter 212,200 Twitterfeed 149,812 Twitterholic 147,164 Twhirl 143,333 Twitturly 88,793 Twtpoll 74,154 10 Retweetist 60,051 Tweepler 51,304 Hellotxt 45,754 Twitdom 45,411 Tweetscan 44,463 Tweetburner 41,754 Tweetvisor 31,621 Twittervision 30,708 Twitterfall 29,592 Monitter 25,433 Twibs 17,168 Twistori 16,229 Twitbin 14,986 http://www.techcrunch.com/2009/02/19/the-top-20-twitter-applications/

61. 36 www.tinytwitter.com

62. 37 Why is 120 the New 140? Retweets! RT@ecodev....

63. 38 Assignment for Twitter Read Twitter Power Create a custom background Search twitter to see what’s being said about your community/region/state Create a group in Twitter for one of your web audiences. Begin to use a tool like Tweetdeck (or Twhirl) Consider embedding your twitter feed (full of links please) onto your web site as a micro-blog.

64. 39 2009 © ED Solutions, Inc. 39 About YouTube “The world’s most popular online video community.” Over 200,000 different video publishers Users watch hundreds of millions of videos a day Every minute, ten hours of video is uploaded to YouTube. Average age of uploader: 27 51% of Most viewed video in history “Evolution of Dance,” nearly 126 million views.

66. Mac computers come standard with Final Cut Pro, more than what you need to edit in houseUsers will grow to expect video: In the past month, 25 percent of Americans watched a short video…on their phone.

67. 41

68. 42 2009 © ED Solutions, Inc. Video is one key content type your prospects want. YouTube is a way to store, link to, and distribute your video assets. YouTube represents a new source of traffic to you and your web site. 42 Where does YouTube “Fit In”?

70. Videos

71. Channels

72. Shows

73. Search

74. Subscriptions

75. Promoted videos

76. Ratings

77. Views43

78. 44 Using YouTube

80. Industry specific presentations

81. Expansion or relocation announcements

82. Policy announcements

83. Company or stakeholder profiles

84. Annual accomplishmentsIdentify a low cost production partner or invest $2,500 to $5,000 in the tools

85. 46 Upload all of your videos to YouTube, and embed Produce or record videos Check format, file size, and length Upload into YouTube Autoshare with various social media networks Embed them in your website Send to partners to embed in their websites

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87. 48

88. 49 Establish a YouTube channel for your community A place for all of your community’s videos Can include multiple organizations in your community, such as economic development, tourism, workforce, and more Develop a profile Invite others to subscribe Subscribe to other channels Solicit comments

89. 50

90. 51 2009 © ED Solutions, Inc. Key Features of LinkedIn 51

91. 52 Assignment for YouTube Read the YouTube Handbook Inventory the assets you have Identify your communications needs, and plot how video could help you tell your story Identify a low cost production partner or invest $2,500 to $5,000 in the tools

92. Let’s Chat!

93. 54 2009 © ED Solutions, Inc. mark.james@solutionsED.com www.SolutionsED.com http://www.linkedin.com/in/edsolutions http://twitter.com/EcoDev & benw@Atlas-Advertising.com www.atlas-advertising.com http://www.linkedIn.com/groups?gid=1846646 http://twitter.com/Wright0405 Thanks for your attention! 54