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“How Social Media can Supercharge your Recruitment and Retention Efforts” There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!
Citation preview
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How Social Media can Supercharge your Recruitment and Retention Efforts
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About Atlas Advertising
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We do things like this…
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Screen shot of Jobs Ohio Promotion of Atlas developed Asset mapping tool, easily view able on IPad devices
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Tucson concepting
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And we’re passionate
about things like…
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And we’re particularly
passionate about …
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All because…
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About Atlas Advertising
We Believe That Economic Developers Make a Difference in
the Communities They Serve
Atlas’ Mission is to create vital communities
Our process, knowledge and background enables us to take a comprehensive approach to economic development marketing and
attraction.
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Join the community, continue the dialogue, get the slides• Join the Conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #AskAtlas• Join the community of innovative
economic development marketers– Join our Next Gen Economic Development
Marketers LinkedIn Group• Get the slides:
www.atlas-advertising.com/community-marketing-presentations.aspx
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Questions we will answer
1. What online tactics are you and your colleagues using today?
2. What are the basic metrics that you should be trying to achieve, and what defines “good” performance?
3. How should your online marketing and attraction approach differ depending on your organization’s size, goals, and funding?
4. What is Social Media?
5. Why Social Media is important?
6. 7 Things you should be doing with Social Media today.
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How To Vote via Texting
1. Standard texting rates only (worst case US $0.20)2. We have no access to your phone number3. Capitalization doesn’t matter, but spaces and spelling do
TIPS
EXAMPLE
Poll: Who's going to win this weekend Broncos ...
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Marketing tactics available to you
• Website• GIS• Email • Search engine marketing • Content marketing• Google content network/re-targeting • Prospect presentations via online meeting • Social Media
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A few principles that drive (or should drive) economic development
marketing
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What worked 20 years ago is
not the same as what works today.
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What hasn’t changed: To make a difference,
we have to serve companies directly.
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If we are not having conversations, we are
not making a difference.
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What has changed: The ways we start conversations have changed forever.
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A simple framework to help define success: High Performance
Economic Development
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What High Performance Economic Development Is• It is the first
measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.
• It proves the ways we make a difference, and in some cases, the ways we don’t.
• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide.
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Benchmark your community today
Drop your business card with me after the speech!
Poll: How much do you feel you know about soci...
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What is Social Media?
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Social Media Definition, provided by social mediaAt its most basic sense, social
media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
Source: Wikipedia
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Why Social Media is important – Challenges from the ED profession
1. “I just flat out don’t have time for that stuff.”
2. “So you’re telling me I can “Google” on my Facebook?”
3. “Social media is for young people.”
4. “My Grandchildren use Facebook – I cant use it. They wouldn’t “friend” me anyways.”
5. “Twitter sounds like a sexual innuendo.”
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An indication of what is to come? “Young companies are all about social media. Their whole concept is open source everything. They rely on an online community. They’re building enthusiasts for their product online. I have a current client in the auto manufacturing space that loves social media. These guys are choosing their locations based on what their online community says they want.”
“If you can find companies on social media, you can reach them. Big corporations not using it this way, but small guys are for sure.”
“As people who live in the community find these great companies, they could connect ED with companies. Blog with your citizens about what they like and what they know about. Tips are good. My fear is how do you know you have the good information in these channels? I am just learning myself.”
-A Site Selector (2009)
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Social Media Success
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When Social Media #Fails
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7 You Should be Doing with Social Media Today:
Supercharge your Recruitment and Retention Efforts
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7 things you should be doing with Social Media today1. Use a variety of tools to recruit Site Selectors and
prospects to online meetings fam tours. 2. Develop a dedicated approach to using LinkedIn for
prospecting • TRY LINKEDIN ADS
3. Use Twitter to engage your investors and community stakeholders, and to share information about your community
4. Integrate Social Media and sharing into your websites5. Use a Social Media dashboard to manage your content6. Use Slideshare for content marketing– its free and it’s a
massive trend 7. Develop a dialogue with your workforce and residents
with Facebook
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1. Fam tours consistently rank as the best communication tool you have. However, they are expensive, roughly 5-10K per participant.
2. Using standard tools that are free or <$50 per month, you can have 5-10 prospects with you virtually.
3. Tools include Webex, GoTo Meeting, Adobe Connect Pro
4. Set a schedule, one per quarter, and set a content schedule
5. Recruit using email and Linked In6. Make the content “inside” information7. Offer an incentive for Site Selectors to attend.8. Consider private, one on one meetings as well. 9. Record the presentation, post your content on
Slideshare and YouTube, then embed in your website.
1. Recruiting site selectors and prospects to online meetings
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1. Education and expertise2. Clients you have worked with3. Full contact information 4. Link/address to Twitter page5. Link to your website6. Slideshare “Slidespace” 7. Membership groups (groups joined)8. Upcoming and past events9. Upcoming sales trips (as events)10.Use LinkedIn ads
2. Using LinkedIn for prospecting -Build your profile
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1. Inventory contacts associated with past deals
2. Inventory industry specific contacts
3. As a team, set territories4. Import lists into Outlook5. Import contacts from
Outlook into Linked In6. Write a personalized
invitation – keep it simple.
7. Work your 1st degree connections to gain introductions to others on your list
LinkedIn for prospecting - Build your contact list
Poll: What percentage of Site Selectors are on...
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% of site selectors on LinkedIn today:
81% +
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• Twitter is not yet an established prospecting tool.
• However, it is used by influencers, and while at work.
• It is an outstanding tool for breaking news, and your community partners, investors, and other stakeholders will follow you.
• Judge the success of your Tweeting by a few factors:• How many followers you have• How often you Tweet (one or two times a day)• How frequently you are Re-Tweeted• Traffic you get to your site from Twitter posts.
• Use an insider, “edgy” tone to your posts. • Break real news with it…otherwise none will
follow
3. Use Twitter to engage community stakeholders
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4. Integrate Social Media and sharing into your website1. Update the
content on your website or blog at least weekly
2. Integrate “Add this” or “ShareIt” features into your site
3. Introduce LinkedIn, Facebook, and Twitter icons on your site
http://nlep.org/News---Media.aspx
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5. Content Marketing Using Slideshare
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Content Marketing Using Slideshare
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It’s audience is professional
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How one organization uses it
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6. Utilize a Social Media Management System1. HootSuite was
built to enhance communications though social media platforms
2. Advanced measurement tools to gauge engagement or report on success
3. Google has tools that let you do much of this for free.
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1. The size of the Facebook community is too large to ignore
2. Facebook does have some mixing of business and personal content
3. Expect Facebook to move more into LinkedIn’s space over time
7. Develop a relationship with your workforce using Facebook
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Wrap up: 7 things you should be doing with Social Media today1. Use a variety of tools to recruit Site Selectors and
prospects to online meetings fam tours. 2. Develop a dedicated approach to using LinkedIn for
prospecting • More Advanced? Try LinkedIn Ads
3. Use Twitter to engage your investors and community stakeholders, and to share information about your community
4. Integrate Social Media and sharing into your websites5. Use a Social Media dashboard to manage your content6. Use slideshare for content marketing– its free and it’s a
massive trend 7. Develop a dialogue with your workforce and residents
with Facebook
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Thank You!
Contact information:
1128 Grant StreetDenver, CO 80203
Contact: Guillermo Maziert: 303.292.3300 x 232
Guillermom@Atlas-Advertising.com
Keeley SullivanKeeleys@atlas-advertising.com
T: 303 2923300 ext 227 www.Atlas-Advertising.com
LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
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