In a webinar to IEDC members, DCI president Andy Levine presented with Orlando Economic Development Commission's Jennifer Wakefield ways economic development professionals could capitalize on the changing media landscape.
1. PR 2.0:
Next Practices for Economic Development
Andy Levine Jennifer
Wakefield, APR
2. Andy Levine – At Work
President/Chief Creative Officer, DCI
• Joined DCI in 1991
• Directed dramatic growth in DCI’s team and
service offerings over the past 20 years
• A knack for creative thinking that delivers
tangible results
3. Andy Levine – At Play
• Competed in ten
marathons (running his
next one on May 6th)
• Moved to the “Jersey
Shore” in June 2011
(but doesn’t know
“Snooki” or “The
Situation”)
4. Jennifer Wakefield – At Work
Director, Marketing and Communications
Metro Orlando Economic Development Commission
• EDC since 2006; PR/marketing since 2000
• Worked with brands: Walt Disney World Resort, Darden
Restaurants, Siemens Energy, Electronic Arts, Lockheed
Martin, Sanford-Burnham Medical Research Institute, JetBlue
• Media relations results in New York Times, Wall Street Journal,
CNET, CNN.com, USA Today, Mashable.com, Delta Sky,
Lufthansa Exclusive, AirTran GO, as well as regional, national,
international media outlets and industry trade publications.
5. Jennifer Wakefield – At Play
• Only shops the
clearance racks (and
always has great finds)
• Directionally challenged
(but will still tell you =
which way to turn)
• Adopted her son last
year…and found him
thanks to Facebook!
7. Public Relations Defined
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.” – PRSA.org
PR = not just media relations
8. Push vs. Pull
Source: David Armano, http://darmano.typepad.com/
17. Poll Question #2
WHICH STATEMENT IS FALSE:
a) If Facebook was a country, it would be the
3rd most populated in the world.
b) Justin Bieber has the world’s most Twitter
followers (19.8 million and rising)*
c) One third of U.S. women aged 18-34 check
Facebook first thing in the morning (even
before they go to the bathroom).
*Lady Gaga has 22 million Twitter followers!!!
18. Impact on Economic
Development Marketing
FOUR CENTRAL OBSERVATIONS
1. “Bought,” “Owned” and “Earned” Media
2. “SME” (Social Media Engagement) Index &
ED’s Target Audiences
3. Put Away the Megaphone
4. Speed at the Point of Need
19. An ED Organization’s “Marketing
Mix”
Bought Owned Earned
•Advertising (print, • Website • Search Engine
broadcast and • Sales Literature Optimization
online) • Email Marketing • Editorial
•Paid Search • Newsletters (print Placement (print,
Engine Marketing and email) broadcast and
• Special Events online)
• Blogging & • Social Media
Microblogging (cultivating
influencers)
20. SME (Social Media Engagement)
Index
Potential Investors
Location Advisors
Current Investors
Stakeholders
Talent
Low Moderate High
22. Put Away the Megaphone
With 300+ marketing messages every
day, “megaphone” messages are tuned-out
A Simple Recipe for Success:
1) Be Found…Place smart, helpful content
in places where it will be found
2) Presentation is Everything…Display your
content in an engaging manner
26. Speed at the Point of Need
“It’s the NOW revolution.
Speed wins. Or kills.”
Jay Baer
Social Media Guru
27. Speed with the News Media
Then: Now:
“I’m working on a “I’m working on a story
story for Sunday’s that we’ll post on the
business section. website in the next
Can we set-up a time hour. Here’s my
to talk?” question and please
talk fast…”
28. Speed with Potential Clients
• Practices “listening at the
point of need” on Twitter,
LinkedIn
• When someone mentions
New Brunswick, Canada
online, the CEO responds
immediately: “How can I
help? What do you need
to know?”
30. Next Practices #1
THE RISE OF THE
DIGITAL AMBASSADORS
• Identify individuals with large social media
followings and invite them to serve as
“digital ambassadors”
• Provide content that can easily be shared
with their networks
• Give them incentives to be active
• Measure and report back the success
31.
32.
33.
34.
35. Next Practices #2
SHOW AND TELL WITH YOUTUBE
• 4 billion videos are viewed/day
• Integrate! 500 years of YouTube video are
watched every day on Facebook, and over
700 YouTube videos are shared on Twitter
each minute
• More video is uploaded to YouTube in one
month than the 3 major US networks
created in 60 years
• Testimonials
36.
37.
38.
39. Next Practices #3
BRIDGING THE GAP TO “CONTACT US
FOR MORE INFORMATION”
“On average (and with little variation
among industries) customers will contact
a sales representative when they
independently complete about 60% of the
purchasing decision process.”
Marketing Leadership
Council Study
40.
41.
42. Next Practices #4
PLAY, WORK (OR BOTH?)
WITH PINTEREST
• Newest, hottest social website
• With over 11 million unique monthly
visitors, Pinterest became the fastest standalone
website to eclipse the 10 million per month mark
ever. (source: PR Daily)
• Pinterest gets more monthly usage per user than
Google+, Twitter and LinkedIn combined. (source:
AllTwitter)
• Demo: Women 25 – 34 (source: Ignite)
47. FOUR WAYS ED GROUPS CAN
UTILIZE LINKED IN
1. Connect with current investors and ask
for introductions
2. Actively participate in industry groups
which bring you into contact with
potential investors
48.
49. 3. Research c-suite decision makers of
target companies
4. Consider inexpensive Linkedin ads to
employees of specific companies or
job titles
50. Next Practices #5
AND A SHAMELESS PLUG…
• Join the LinkedIn Group
“Economic Development
2.0” and its 3,500+
members
• A group that excludes
sales-driven/promotional
postings
51. Next Practices #6
TEACH + LEARN = SLIDESHARE
• 60 million visitors/month
• 3 billion slideviews/month
• Connect to LinkedIn, Facebook, Twitter
• Embed YouTube videos
• Share your presentations
• Learn from others
52.
53.
54.
55.
56. Summing Up: Six “Next Practices”
1. The Rise of the Digital Ambassadors
2. Show and Tell With YouTube
3. Bridging the Gap to “Contact Us For More
Information”
4. Play, Work (or Both?) With Pinterest
5. Rethink LinkedIn
6. Teach + Learn = Slideshare
57. Three Final Requests
1) To download, visit
www.slideshare.net/aboutdci
2) Provide feedback on this webinar
3) Follow Justin Bieber on Twitter (he
wants to catch Lady Gaga)
58. Thank you…
Andy Levine Jennifer Wakefield
andy.levine@aboutdci.com Jennifer.wakefield@orlandoedc.com
Notas del editor
Most organizations are still in social silos. To be effectively social, you must break free from the silos and integrate with all other departments for optimum effectiveness.
Regular people matter
FREEYou should already be using these. If not, you are behind.Company name, CEO, projects, prospects, etc.Include misspellings, quotes, etc.
This is just a small sampling of vendors for public relations service providers which include services such as monitoring and distribution.
HAROFree to sign up.Three e-mails a day.Only respond where it makes sense.Follow the 5 rules of HARO.
Opt in mechanism; choose to view your video; people who already know you; might introduce you and your message to another group.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
Take advantage of the opportunity economy. Every day conversations are occurring that are directly or indirectly relevant to your ED organization. Martell Homebuilders in New Brunswick increased sales by 400% by “listening at the point of need” on Twitter and elsewhere. They were fast AND helpful. They set up searches and every time someone mentioned New Brunswick, their CEO would tweet back and say “hey, I’m in New Brunswick. How can I help you? What do you need to know?” Nothing about selling houses, as that information will be easily discovered.But, if you tweet that person back in 3 days, you’ve lost the momentum.The same is true with blog and forum comments, Linkedin Groups, Linkedin Answers, and just about every place where consumer-generated content lives online. If you are blog comment number one, every person that reads that blog will see your comment. If you are comment number 23, far fewer people will see the comment. It’s the NOW Revolution. Speed wins. Or kills.
The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure: True Reach: How many people you influenceAmplification: How much you influence themNetwork Impact: The influence of your networkMichelle is a broadcaster which means - She broadcasts great content that spreads like wildfire. She is an essential information source in herindustry. She has a large and diverse audience that values her content
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