1. Social media marketing best practices for the EDO
Mark W. Schaefer
Schaefer Marketing Solutions

2. Today Social media impact on EDO’s Best practice case studies
Starting and sustaining your social media initiative

3. About me … Have worked in global marketing for 27 years
Consult to small businesses and EDO’s
Marketing
Social media
Web development
Teacher, Speaker, Author!

4. About me … mschaefer700@gmail.com
Have worked in global marketing for 27 years
Consult to small businesses and EDO’s
Marketing
Social media
Web development
Teacher, Speaker, Author!
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5. Assume you realize the social web is …
Transformational
Wildly popular
Influential
And …
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6. OVERWHELMING!

7. How is this impacting the EDO?

8. 2004 site selection process
Site visits
Journals
Newspapers
Brochures
Trade Shows
SIX MONTHS
City
City
City
City
City
City
City
City
City

9. 2009 site selection process
SIX WEEKS
85% of initial search = Internet

10. Implications First step in the site selection process is gone
If you’re not online, you don’t exist.
You must “populate” the search with useful content
Huge economic shift
Expensive media
Television
Glossy magazines
Journals
Trade shows
“Free” media
Internet
Viral marketing
Social media
… requiring a new approach
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11. The social web model: Systematically create an info eco-system
Employers
Site selection
EDO website
Local stakeholders
Entrepreneurs

12. Let’s see this in action …

13. Websites have a crucial NEW role
2004 view of the world:
Website is the destination,
an online brochure

14. Websites have a crucial new role
Old view:
Destination
New view:
Content Engine
Website is no longer just a means to an end.
Content traffic hub
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16. Twitter: Roanoke, VA Twitter seems to have most traction for EDO’s
Innovative viral contest to promote regional entrepreneurship
Denver: People “tweet” on different topics
Columbus: Segment by audience and message
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17. Blog: Denver
Three benefits:
In-depth content
Authority
SEO

18. Flickr: Boise

19. YouTube: Calgary Academic presentations on development issues
Lifestyle
Testimonies
Property tours

20. Ning: Nashville

21. Slideshare: Austin Re-purpose presentations
Cross-link to other social media sites

22. Linked-In: Site Selection Groups
Professional connections
Discussion and support groups
Interest Groups

23. Facebook: Richmond Leverage existing content Discussion area Fan pages
Enormous community
Highly-indexed site drives traffic to traditional website

24. A social web mini eco-system for jobs
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25. Results for Richmond 112,00 page views
More than 1,000 registered job seekers
1,500 Twitter followers (growing >100/month)
6,331 job-related Twitter posts
Measurable success
“This is where I found the posting for the job I got!”
“Your work helped us close that candidate”
“Awesome twitter feeds on jobs in Richmond!”
“The folks at Richmond Jobs Net sincerely care about finding Richmonders jobs in the community.”

26. Results? From 2005 to 2009 … Increase in overall awareness 38% to 51%
Increase in “good” or “excellent” place to do business 21% to 34%
Potential site for relocation and expansion from 23% to 34%

27. Getting started: Essential best practices

28. Care and nurturing of your social media initiative
Plan and align with strategy
Listen before you leap
Focus and experiment
Engage stakeholders
Leap
Measure

29. 1) Integration and alignment
Before your have a plan, you must have an overall STRATEGY for your EDO.
Don’t make it a “project.”
Develop internal sponsorship
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30. 2) Listen before you leap
Understand the channel
Learn the language and culture
Variety of free or low-cost tools
Google alerts
Real-time Twitter search
Paid services: Radian6, Hexagon

31. Seesmic, a free “listening” tool

32. Twitter search
Be attentive and responsive. Effective social media marketing is opportunistic!

33. 3) Focus, start small, experiment
A time soak, so choose wisely!
Most popular:
Facebook (74 percent)
YouTube (65 percent)
Twitter (63 percent)
LinkedIn (60 percent)
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34. 4) Engage your stakeholders
Coordinate centrally, then deputize.
Involve your community
Blogs
Testimonials
Photos
Videos
Involvement creates engagement, support and enthusiasm.

35. + 5) Now, it’s time to leap! Formula for success on social media:
Connections
Meaningful content
Authentic helpfulness +
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36. 5) Leap: Building connections
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37. 5) Leap – Building connections

38. 5) Leap: finding your “voice”
Use a “dinner party” mentality.
You need quality AND quantity
Commit!

39. 6) Measure SM measurement easy and free What behavior are you driving?
Awareness?
Engagement?
Registration?
Watch measures against event timeline
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41. Questions?

42. Continuing the conversation!
Phone
Web
Blog
LinkedIn