Atlas CEO Ben Wright's presentation at the International Economic Development Council's 2011 Marketing and Attraction Conference, about how to market using the web. Topics include LinkedIn, slideshare, SEO, and more

1. IEDC Marketing & Attraction: Marketing Using the Web

2. Agenda Some advice Formative ideas about online marketing What the research says Goal setting for online marketing Employing specific online tactics Web self-service and online RFI responses Using LinkedIn Using slideshare Use of search engine marketing approaches Use of email marketing Use of mobile marketing Marketing specific sites (next!) What you can stop doing to make room…

3. Advice from someone who just began the second half of his career in economic development

4. Every community has a different definition of economic development.

5. There are just as many definitions of what it means to be an economic development marketer.

6. So what do you do?

7. Get to know what is expected of your boss, or your boss’s boss

8. Gravitate toward activities that will help your organization reach these goals.

9. Invest your time where the most important interactions are

10. Invest your time where the most important interactions are

11. What I remember from my time on staff, 13 years later Putting together original research that was distributed to 450,000 people each month. Speaking to business leaders about how my community’s economy would help or challenge their business Working to recruit Level3 (Success) and the NCAA Hall of Fame (Not a a success) Building my first economic development website Getting a stadium approved and funded

12. The best marketers in economic development took the initiative to define their role themselves. They are engaged and successful as a result.

13. How much of your time do you spend on the things that you will remember?

14. Formative Ideas About Online Marketing

15. Your community will get ten times the interaction online as it will in person.

16. The visitors to your website, who open your email, view your social media profiles, view your slides on slideshare, are people.

17. When considering your online marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it.

18. Economic developers should respond to those who are already looking before speaking to those who aren’t.

19. Online communication follows the same rules as offline communication. It must be relevant, timely, and different.

20. What the research says

21. How site selectors say they like to get information from communities Source: Atlas Survey of Site Selectors, January 2011

22. What new media advancements have you seen that you think are valuable to your profession? Source: Atlas Survey of Site Selectors, January 2011

23. The frequency site selectors are using social media is rising in 2011 – 86% use weekly or more, compared to 71% in late 2009 Early 2011 Source: Atlas Survey of Site Selectors, January 2011

24. What social media/networks site selectors are using Source: Atlas Survey of Site Selectors, January 2011

25. A person! Tracey Hyatt-Bosman Based in Chicago, IL Former economic developer Specializes in renewable energy and data centers Director of Grubb & Ellis Strategic Consulting Group Tracey.Bosman@Grubb-Ellis.com

27. Secondary source wage information

28. Real estate listings

29. Rankings

31. Examples of standard benchmarks for quantitative goals, and how they relate

32. Free (or low cost) tools to track your performance Salesforce for calls and email inquiries Google Analytics for visits and conversions Your GIS system or Google Analytics for property searches per month HootSuite for your social media followers/ connections and click-throughs

33. Employing specific online tactics

34. Effective web self-service is… Giving users the ability to create their own proposals – from your website Allowing page content, properties, businesses, documents, and maps Allowing simple document re-ordering All without a password

35. Effective use of LinkedIn is… Linking to customer facing staff profiles from your website Maintaining an organizational page Participating actively in relevant groups Managing and growing your connections Using company profiles in recruitment and retention

36. What is the applicability of LinkedIn to the site selection profession? “I have used it along with Hoovers to check who is LinkedIn and contact people for business meetings.” “I think it has good application. I have gotten proposals through this tool.” “It’s okay.” “I already have the contacts I need in my email – how is this different?” “Not much” “Good for seeking independent information.” “Good for finding contacts, and to keep in touch with peers.” “More of a business site” Useful networking tool Don’t know yet.

37. What is slideshare? A service to host and share your slide presentations Integrates with your website and with your LinkedIn account 45 million viewers per month, viewing 90 million pages per month Voted top 5 global learning tool, behind twitter, YouTube, Google Docs, and Delicious, and

38. Effective use of slideshare is… Creating relevant, targeted content at least monthly Integrating slideshare with your website and with your LinkedIn account Tracking views for key presentations alongside your website statistics

39. Effective use of search engine marketing is… Ranking #1 organically for “your geography economic development” Ranking #1 organically for “your organization name” Utilizing paid search (PPC) to drive additional traffic

40. Top 10 search terms that drive traffic to ED websites Your organization name Your city/region name “economic development” Incentive type offered in your region (depends on community) Resident company name (i.e. Boeing) Region name (if different from city) Organizational url (without .com/.net.org) Campaign name (initiative or fundraising) City/region name “maps” City/region name “counties” City/region name “industries”

41. Effective use of email marketing is… Maintaining and growing your opt in list, from your website, CRM system, and LinkedIn account Sending simple, targeted messages that are relevant, timely, and different Linking back to your website or blog Tracking open and click through rates

42. Effective use of mobile techniques is… Showing a specially formatted version of your website Focusing on contact information and how to connect with you Including property and other geographic information Not building an app

43. Why should you care about mobile?

44. What you can stop doing to make room… Sending printed newsletters Designing and printing fancy brochures Going to general industry trade shows Going to as many meetings!

45. Put your marketing skills to the test, and serve your country! Write the best messaging for the United States for Foreign Direct Investment Become our 4th Panelist Tuesday the 20th at 8:00 PM Criteria for entry: Follow @atlasad on Twitter Be judged as the best by other panelists Tweet using the hashtags: #iedcand #usvworld By Tuesday at 6:00 PM

46. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace