Mayors Conf Presnet Why Social Media Why Now

REGIONAL ECONOMIC ADVANCEMENT COALITION


Early Successes

2nd Mayors of the Californias SummitPresentation: . Presenter Stephan J Erkelens

4December th, 2009


Develop a lasting solution to help change the public perception

The Summit’s Challenge & Assignment


Public Perception = Visiting BC is Unsafe

TOURISM BUSINESS Less US visitors US Biz Travel Restricted Less $ revenues US Investment Restricted

BC StrugglesRecession + Unemployment

Less BC visitors to CA BC Investment RestrictedLess $ Revenues

CA Struggles

The Problem


The Origin

Manufactured RealitySelective reporting (bad news sells)Information without context and partialConstrained dissemination of positive news

Real VulnerabilitiesGlobal recession = hypersensitive audience

Drug-related violence = pervasive nuisance


A Call to Action

• “...the news is far too powerful a force to be ignored. Unless we use our creativity and commitment to participate in the public debate, our perspectives will be left out. Our diverse voices will not be heard, and our faces not seen. Our issues will be shaped by others, and our goals will remain a private dream harbored by a select few rather than a coherent vision that can be understood and shared by others.”

Lawrence Wallack, News for a Change, 1999.





The Hurdles

• A coordinated compilation of existing information resources

• A capacity for generating robust streams of authentic news and media

• A receptive and responsive audience• A means to circumvent the existing news

intermediation• A need for a cost-effective aggregation

and dissemination platform


What a 23-year old taught the world about engagement & mobilization

350,000,000reasons to embrace

the new media paradigm!



New Paradigm: Social Media

1. Demographically-relevant audience2. Clearly defined and segmented profile3. Engaged and participative community4. Real-time information5. Bi-directional messaging6. Knowledge-enhancing virtuous cycle7. Unparalleled cost advantage



’ The Coalition s Progress


– Baja California State and Municipal Governments

– Ministry of Tourism

– Ministries of Economy & Economic Development

– BC Private Sector

A Public-Private Bi-national Partnership

– RSCCD & its Digital Media Center

– The Center for International Trade Development

– The California-Mexico Trade Center

– US Private Sector


• Vision: REAC will be the pivotal force in positioning Baja California as an attractive destination for tourism and investment.

• Mission: By engaging one of Baja California’s most valuable resources — its fans — REAC seeks to build the leading membership community, committed to restoring the image of Baja California.


Unleashing the power of 100,000 voicesUnleashing the power of 100,000 voices

Inspired influence = MOBILIZATION

Meaningful engagement = EMPOWERMENT

Organized advocacy = PARTICIPATION

• Because they are there• Because they care• Because they are trusted


• Because they are there:– Over 15 million annual visitors– 53% foreign nationals– 86% California residents– 78% repeat visitors



• Because they care: - 97% would recommend Baja California to a

friend

- Impacted by and struggle against the un-contextualized media reports

- Most are eager to make their voices heard



• Because they are trusted: - People trust their personal connections

more than any other source of influence- 90% of consumers trusted

recommendations from people they know- 70% trusted consumer opinions posted

onlineSource: Nielsen Global Online Consumer Survey, April 2009



Source: Nielsen Global Online Consumer Survey, April 2009


REGIONAL ECONOMIC ADVANCEMENT COALITIONThe Go2 Community for “Everything” BAJA

The Go-2 Place for Everything BajaThe Go-2 Place for Everything Baja


BAJAWise BAJAConnectThe Go-2 Place for Everything BajaThe Go-2 Place for Everything Baja


BAJAWise• Customized by Sector

– Tourism– /Business Economy

• Customized byMunicipality– Tijuana– Rosarito– Ensenada–Mexicali– Tecate









BAJAConnect• The Community Building

Place for “BAJAmigos”

• Leveraging Social Media , , to connect engage inform

and mobilize












.Thank You

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Mayors Conf Presnet Why Social Media Why Now