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NYCEDC Social Media Roadmap
Communicating New York City’s Strength in a 21st Century Economy
2013-2014
Social Media At A Glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
2014 Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Initiatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
NYCEDC Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
NYCEDC Style Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Timeline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xx
Table of Contents
NYCEDC Total Fans and Followers = 169,320
Oct
-09
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NYCEDC social media launched in 2009 with Facebook and YouTube as additional outlets for dispensing
information. At the time, social media was an emerging communication platform, and NYCEDC’s primary
goal was to have a presence and expand its audience.
Since then, social media’s function has evolved, requiring greater involvement and interactivity. U.S.
audiences spend on average anywhere from a half-hour to three hours daily on social media. NYCEDC
social media has added accounts on Twitter, Tumblr, and LinkedIn, along with subsidiary program
accounts, to meet New York City’s demand for instant, engaging, and social information.
This report details the current state of NYCEDC’s social media and offers new initiatives to meet the
public’s growing demand for social media. With a social fan base nearing 200,000, NYCEDC is in a
position to lead New York City in the digital age.
Social Media At A Glance
2
NYCEDC Main Aggregate Social Fan Base
Tumblr83%
Twitter11%
Facebook4%
LinkedIn2%
NYCEDC Aggregate social fan base 169,450
NYCEDC Tumblr 120,532
NYCruise Facebook and Twitter 15,402
NYCEDC Twitter 15,378
Applied Sciences Facebook and Twitter 6,187
NYCEDC Facebook 5,288
NYCEDC LinkedIn 2900
NYC Next Idea Facebook and Twitter 1803
Essex Street Market and La Marqueta Facebook 1579
NYCEDC YouTube 293
Brooklyn Army Terminal Facebook 88
Total 169,450
* bolded items represent main NYCEDC accounts with highest engagement
* italicized items represent accounts that will be changing strategic direction
FAST ENGAGEMENT FACTS� Twitter is our fastest-growing social channel, with an average of 80 added followers per week, and
125 unique mentions and retweets per week. � Tumblr fans are highly engaged with an average total of 300 notes/week. � An average Facebook post reaches about 1,500 people.
3
NYCEDC’s social media serves as an information source, conversation platform, and place of community
for businesses in New York City.
NYCEDC social media will:
Inform, by supplying dynamic content about NYCEDC programs and initiatives, as well as NYC industries,
economies, and neighborhoods.
Facilitate conversation, by asking questions, convening in-person meetups, and adding new channels
that develop a participatory ethos.
Create a strong NYCEDC community, by developing internal educational programs that increase team
understanding of social media tools and their role in uniting the company.
Social Media Vision
4
The overall goal of NYCEDC’s social media unit is to connect NYCEDC social media initiatives to thebroader NYC economic narrative and integrate seamlessly into the company’s daily operations.
The following three sub-goals have been determined as high priorities for the coming year:
Content Solidify NYCEDC thought leadership with new initiatives that
streamline enriching content about NYC, business and industry
to a larger audience.
Engagement Engage audience on any device and digital screen with new
social platforms that develop a participatory ethos.
NYCEDC Community Strengthen the internal fabric of NYCEDC with educational
programs that communicate the value of social media functions.
HOW DOES THIS BENEFIT NYCEDC?� Raises overall awareness of NYCEDC, our function, and the breadth and depth of our work� Encourages greater utilization of our programs and initiatives� Connects NYCEDC directly to the community and allows us to tell our side of the story� Legitimizes NYCEDC and positions us as a thought leader and source of information/expertise� Fosters a sense of community and ownership within NYCEDC and increases the flow of
internal communication.
2014 Social Media Goals
5
The rest of this report outlines initiatives that will be implemented to achieve 2014 goals.
CONTENT� NYCEDC Blog Contributor Series: Establishing Thought Leadership� Strategic Partnerships and Advertising: Amplifying Content’s Impact� Contextual Data: Anticipating What The Audience Wants
ENGAGEMENT� Ask NYCEDC: Driving Dialogue� NYCEDC Meetups: Connecting Virtual Interaction With Offline Activity� New Channels: Developing A Participatory Ethos
NYCEDC COMMUNITY� Internal Social Media Roadshow: Integrating Social Into The NYCEDC Fabric� Social Media Advisory Council: Creating NYCEDC Digital Leaders� Social Media Summit: Promoting Openness and Connectedness Within NYCEDC
CONTENT
We aspire to be the go-to resource for all NYC business and industry-related news. To be a rich, dynamic
source for information, our content must be engaging and relevant to our audience. Our social media
voice strikes a balance between informational authority on the City’s economic initiatives and
conversational enthusiasm on the City’s economic potential.
NYCEDC BLOG CONTRIBUTOR SERIES — ESTABLISHING THOUGHT LEADERSHIPA new content initiative that publishes monthly insights from NYC leaders and influencers, with the
purpose of starting thought-provoking conversations around issues that impact New York City. Upon
successful implementation, the program will establish NYCEDC’s place as a thought leader and expert in
all things related to economic development in NYC. There are two types of NYCEDC Blog Contributor
posts: internal and external.
InternalNYCEDC’s Blog Contributor Series will start initially as an internal company blogging program. Leaders
from NYCEDC departments will weigh in on new NYCEDC initiatives and their impact on NYC. More
than executive summaries, the added value revolves around the influencer’s insight and opinion.
Initiatives
6
Other blog contributor formats will include Q&As that profile select NYC leaders, similar to the
once-popular blog, We Are NY Tech. This allows the audience to meet leaders in a digestible Q&A format
that highlights their unique NY contributions and personal identification with the City.
Examples� President Kyle Kimball shares his economic vision and priorities under the new administration� Chief of Staff Ben Branham Q&A, on how he identifies with the City� CET Executive Director Eric Gertler highlights technology and entrepreneurship trends� Clean Tech expert David Gilford, on new Green 2.0 initiatives
ExternalUltimately, the program will expand to include NYC influencers outside of NYCEDC representing NYC’s
prime industries. Topics will range from personal identification with NY to more advisory (business strategy,
expansion, tips for success etc).
Example � Chief Digital Officer Rachel Haot, on the importance of embracing technology in the digital age� VC investor Charlie O’Donnell, on why the “next big thing” will be in Brooklyn� NYC chef Marcus Samuelson Q&A on what he loves most about NYC� Fashion designer Tory Burch on infusing style with business
What is NeededResources� 10 hours/month dedicated to blogger solicitation and content development� Minimum 10 blogger commitments at set of launch; total 6 internal blog posts,
6 external for 2014� Strong editorial oversight with 2-month editorial calendar planned in advance
Implementation Timeline� November – December 2013: Meetings with individual departments to solicit
potential internal contributor pieces for beta launch. Have list of confirmed and
proposed Contributors for 2014 � January 2014: Launch beta version of Contributors with company blogging program � January – March 2014: Solicit external contributions� April - May 2014: Expand to include other NYC influencers
Result Monitoring:
The goal of Contributors is to increase NYCEDC visibility and expand our audience.
Success of the Contributors program will be determined by: � number of dedicated hashtag mentions (#NYContributors) � post views, shares, generated comments � sentiment analysis. (survey feedback)
Content topics will be adjusted according to those with greatest traction.
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STRATEGIC PARTNERSHIPS AND ADVERTISING — AMPLIFYING CONTENT’S IMPACTReaching a larger audience is a crucial way to spread NYCEDC’s message. Building strategic partnerships
with like-minded city agencies, combined with targeted use of advertising, can help boost post readership.
Strategic PartnershipsBased on our common goals, collaborations with other city agencies and organizations could be
mutually beneficial.
NYC Digital: The city’s source for all things digital. NYC Digital’s connection to all city agencies makes
them a great partner in information distribution. Our collaboration could involve co-creating a bi-weekly
series on the City’s major tech events or Digital Ready information; agreeing to cross-promote each other’s
content; and/or streamlining content to promote the work of other city agencies, particularly ones that
further the city’s economic message.
New York Tech Meetup: As the largest tech meetup in NYC, New York Tech Meetup (NYTM) is highly
visible within the tech community. Our collaboration could call for inclusion of CET tech programs to
present at Meetups, publishing tech talent profiles (ie. special access to the NYTM demo participants after
each monthly meetup) and/or developing a portion of programming at monthly NYTMs (in exchange for
inclusion of NYCEDC branding).
Other Potential Partner OrganizationsAmerican Express: Founded with the aim of helping small businesses grow through informational articles,
AmEx Open Forum has grown into a social networking hub for small-business owners. With its high reach
among small business owners, American Express is a potential partner for the syndication of small business
content. Another possibility is to joint-host an entrepreneurship-themed meetup in conjunction with the
Center for Economic Transformation.
Samsung Accelerator: The Samsung Accelerator is a recently-opened startup incubator that marries “top
talent with compelling leaders, front line innovation, and stimulating conversation.” In collaboration with
Samsung, NYCEDC could tap into the innovation scene by running joint hackathons, tech-related
meetups, and innovation talks at Samsung’s new Open Innovation Center.
Untapped Cities: A blog that focuses on “urban discovery from a New York perspective,” Untapped Cities
offers a wealth of information on New York architecture and history (many of which are NYCEDC
projects). We are discussing the possibility of syndicating Untapped Cities content on the NYCEDC site
to include interesting tidbits about urban life and unnoticed gems in the City.
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ADVERTISINGNYCEDC Social Media should consider using the variety of ad offerings that social networks have rolled
out over the last year (display ads, promoted posts, page post ads, mobile app install ads, log-out screen
ads). Each ad product has its benefits but for our purpose, we suggest boosting NYCEDC’s presence
through the following:� Cost-Per-Action: Instead of paying per click or impression, we pay for a certain number of likes,
specific link clicks, or offer claims � Partner Categories: Displays our ads to a highly- targeted audience (contractors, businesses,
entrepreneurs etc) to ensure our content is reaching the right people� Facebook Exchange (FBX): An exchange that will allows us to serve ads to users on Facebook
based on past actions they’ve taken online (for instance, liking NYC Gov)
CONTEXTUAL DATA — ANTICIPATING WHAT THE AUDIENCE WANTSTargeted use of analytics and trending tools can determine worthwhile conversation topics. We will
implement a weekly process of filtering through Google, Twitter, and Facebook’s top trending topics.
Additionally, the NYCEDC Social Media team will engage in a bi-weekly deep dive with the Interactive
team to analyze and add context to data.
What is NeededResources� 8 hours/month to develop partnerships� In-person meetings with fellow city agencies to develop strong relationships and
cross-content
Implementation Timeline� January – February 2014: Coordinate details of partnerships with NYC Digital,
New York Tech Meetup� March – June 2014: Expand to include more syndicated content (AmEx, Untapped Cities)� July 2014: Begin hosting joint innovation events with Samsung Accelerator, possibly TED
Result Monitoring
The goal of Strategic Partnerships is to expand our reach to audiences that would
otherwise never hear about our programs. Partnership success will be determined by:� the added circulation and reach each relationship produces � number of referrals other sites bring to NYCEDC’s� long-term impact from a positive relationship built with external organizations
TEDx: TED piloted the wave of global thought leadership by creating a viral platform for engaging talks
and leveraging the power of quality content. TEDx events, in particular, stand out for their ability to bring
the greatest minds together in the service of greater ideas. Their recent TEDxCities series highlights stories
of urban ingenuity and interdependence. Hosting a TEDxCity event could be a potential avenue for
NYCEDC to establish itself as a thought leader in urban development.
ENGAGEMENT
True engagement is measured by audience participation.
We aspire to engage our audience in two-way communication by facilitating conversations. Tactics include
asking questions, convening in-person meetups, and adding new mobile-based social channels that
develop a participatory ethos.
ASK NYCEDC – DRIVING DIALOGUEAsk NYCEDC has two components:
1. We ask questions
2. The audience asks us questions
We ask to activate the conversation. Questions should be framed with constraints to manage response.
Questions should be asked that encourage the audience to share personal experiences in a pointed way.
Examples of appropriate questions include:� “Tell us about your startup venture.”� “This month’s Economic Snapshot reveals public transportation trends. Tell us how you get to work.”� “This year’s Take the H.E.L.M. Finalists come from all over the world and represent a diverse group of
industries. Who do you think will win?”
9
What is NeededResources� 1 hour daily review of social media analytics� 2 meetings/month with Interactive team� Social Media Analytics Tools (Buffer)
Implementation Timeline� November 2013: Meet with Interactive to determine top priority analytics� December 2014: Release 1st Monthly Insights Report with suggestions for new
tactics for January 2014 � *Repeat: Monthly Review, meet and present to President’s Board as necessary
Result Monitoring
The goal of Contextual Data is to proactively meet our audience on what they want to
know, not merely be reactive to their requests. Success will be measured by:� Monthly Insight Reports� Positive Sentiment Analysis � Increased traction with content
Based on the results of these meetings, a monthly insights report will be produced to evaluate how past
content performed and provide suggestions on content topics for the next month. The purpose is to
understand what is/isn’t working, how people are discovering our site, and better anticipate audience
needs. This will replace the weekly Social Media Highlights report that is sent with the Public
Affairs Bulletin.
10
While not all feedback necessitates a response, NYCEDC should, when possible, answer back. Actions
such as favoriting acknowledge the receipt of a reply. If something substantive can be added, we should
respond directly by commenting back. This humanizes NYCEDC’s brand, brings life to our projects, and
helps us reach the community in a more approachable way.
The audience asks, to tap into the expertise of NYCEDC. Our new #AskNYCEDC segment will be a
quarterly 30-minute Virtual Office Hours for the audience to seek assistance on a very specific subject.
For example, the following subjects are potential #AskNYCEDC chats:� FTZ Application Inquiries� M/W/DBE Credit Workshops� Kick-Start Loan Application Assistance
The #AskNYCEDC conversation will take place through Twitter. Held quarterly, anyone can use the
#AskNYCEDC hashtag to ask a question around a chosen topic. NYCEDC experts on-hand can answer
questions within that time frame. The resulting back-and-forth dialogue will be live, real, and unfiltered.
The question and answers are published later on our blog for those who could not make the conversation,
and as a helpful asset for anyone interested.
What is NeededResources� 4 hours/quarter to coordinate and promote� 1 month prep time to promote via social media and email marketing� Social Media Manager and department representative to manage question-answer flow� Clearly delineated rules and protocols in virtual Q&A; Social media team oversight� Metrics review after each Ask NYCEDC
Implementation Timeline� February 2014: 1st Ask NYCEDC Segment� May 2014, August 2014, November 2014: Asking Sessions with select NYCEDC experts
Result Monitoring
The goal of AskNYCEDC is to increase engagement and be visibly helpful.
Success will be based on engagement metrics:� Number of questions asked� Number of generated responses� Use of #AskNYCEDC hashtag� Growth in number of participants with each subsequent Office Hours
NYCEDC MEETUPS — CONNECTING VIRTUAL TO OFFLINEOur definition of community involves connecting virtual activities to offline interaction. Meetups are one
way to accomplish this.
The purpose of this proposed NYCEDC meetup series is to educate the public on various NYCEDC
initiatives, engage in face-to-face discussion and question & answer sessions, as well as enable stronger
connection between NYCEDC and its supporters.
11
Beginning April 2014, NYCEDC will invite the public to a series of discussions exploring the dynamic
nature of New York City’s evolving economy. These seasonal chats will engage New Yorkers in various
parts of the city: � Expected Turnout: 50-75 attendees per meetup� Venue: at a partner incubator, Hive 55, or Samsung Incubator� Suggested Meetup Themes: Tech and Entrepreneurship (featuring CET), Real Estate (featuring RETS),
Cleantech, Small Businesses/Local Job Growth, Women and Minority Entrepreneurship,etc.
The proposed procedure and structure for each Meetup will be:� 30 minutes for networking and refreshments� 15-minute presentation from senior leader on NYCEDC’s initiatives in chosen Meetup theme� 1-hour panel discussion with determined guests on topic of choice� 15-minute question and answer� 30 minutes of additional mingling
Additionally, the following measures will be taken to brand NYCEDC’s social media unit and increase
public awareness at Meetups: � Postcards with a list of NYCEDC’s main social channels� Dedicated slide in NYCEDC’s presentation with a list of all social channels � Announcement of dedicated Meetup hashtag� Background projection of ongoing Twitter conversation to encourage use of the Meetup hashtag
In total, these 2.5-hour Meetups will bring NYCEDC stakeholders and curious New Yorkers together to
engage in dialogue.
What is NeededResources� 16-20 hours/month of planning� Venue� Guest Speaker(s)� Moderator for Q&A and general hosting� A dedicated hashtag and social media team to monitor social conversation
Implementation Timeline� January – March 2014: Plan Meetup calendar for 2014 through solicitation of panel
speakers, guest presentations, sponsorships etc.� April 2014: Inaugural Meetup: General NYCEDC: Spurring Economic Growth
in the City� July 2014: Summer Meetup: Tech and Entrepreneurship� September 2014: Fall Meetup: Small Businesses, Local Job Growth � December 2014: Winter Meetup: Real Estate
Result Monitoring
With a dedicated NYCEDC hashtag for each meetup, we will be able to supplement
physical meetups with virtual activity to boost engagement. � Number of hashtags, mentions, and retweets generated at each event� Survey feedback � Referrals, number of follow-ups to NYCEDC site and/or social media as a result
of Meetups
NEW CHANNELS — DEVELOPING A PARTICIPATORY ETHOSThe growth of mobile-based apps like Instagram, Vine, Snapchat, and Whatsapp indicates that users will
(and have already) begun flocking to quicker, image-based platforms. The next generation of users wants
its information in quick, personal, and bite-size bits.
With this in mind, incorporating mobile-based platforms into NYCEDC’s social media strategy is a priority.
We suggest that our presence on the following platforms be added or boosted:
1. Instagram
2. LinkedIn
InstagramWith more than150 million active users, Instagram is a fast-growing medium with a highly engaged
user base.
As seen in the figure below, photo posts on Facebook generally receive the highest level of engagement
on NYCEDC social channels.
Type Average Reach Average Engagement
Photo 431 29
7
Link 379 10
6
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Content Type Performance, based on Facebook Analytics
People Post Clicks Likes, Comments, Shares
Our NYCEDC Instagram account will channel this engagement through images that highlight NYC’s
economic strength and innovative spirit. � Pictures will include behind-the-scenes images from events and programs, property renderings,
NYCEDC projects, incubators, and featured small businesses. � Sponsor photo contests, themed weeks with featured photos that use our hashtag #nycedc, and
thereby increase audience participation.
Instagram Launch Timeline
NYCEDC’s Instagram channel will launch in November 2013.
Weekly Instagram themes will encourage users to upload photos representing the City’s economic
vibrancy, whether through small business or the great urban outdoors.
Instagram Results Monitoring
Success on Instagram will be measured primarily by level of engagement:� Likes , comments, follower growth� #Nycedc mentions� Weekly participation in #NYCEDC Photo of the Week Contest
LinkedInLinkedIn’s Influencers program — a blogging platform for a select group of industry leaders — has recently
created a robust platform for content sharing. Its audience demographics mirror ours: an educated,
professional workforce seeking skills, jobs, and advice. LinkedIn’s recent growth indicates that having an
active presence could expose us to a larger percentage of our target audience.
13
LinkedIn Members and Monthly Unique Visitors (Quarterly)
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q1
2013
Q2
2013
Q3
2012
Q4
2012
Mem
bers
and
Uni
que
Vis
itors
(Mill
ions
)
250
200
150
100
50
0
Members
BI Intelligence
Unique Visitors
Business Insider Intelligence shows a steady growth in LinkedIn membership and unique visits.
Source: LinkedIn, comScore
14
Publishing a steady stream of content for our LinkedIn followers would be a significant value-add to
NYCEDC’s efforts toward establishing itself as a thought leader.
The following actions are recommended to boost our LinkedIn presence: � Daily Posting of development-related releases, press mentions, questions, and event invites, thought
leadership content� Reaching out to LinkedIn about potential participation in LinkedIn Influencer Program
NYCEDC COMMUNITY
The third and final component of our social strategy ties the two previous components together, leading
to a cohesive NYCEDC community.
Our version of community consists of a virtual network of people who openly engage and share ideas,
stories, and projects about New York City’s economic activity on NYCEDC’s social media platforms. The
first step toward achieving this is to strengthen the internal fabric of NYCEDC.
Our strategy for the coming year focuses on developing internal educational programs that increase team
understanding of social media tools and their role within the company.
Upon leveraging the power of NYCEDC, we can build upon internal momentum and create an active,
resourceful and supportive community committed to collectively tackling New York City issues.
INTERNAL ROADSHOW — INTEGRATING SOCIAL INTO THE NYCEDC FABRICThe primary purpose of internal social media roadshows is to get departments excited about social media
and the ways it can bring new level of engagement to their projects. Roadshows will communicate the
value and benefit of social media to departments and their projects.
Through November 2013, NYCEDC’s Social Media Unit will visit all relevant departments to explain the
following new processes and protocol:� Social Media Request Procedure� Social Media Accounts � New Content and Engagement Initiatives� General Social Media Policies
The roadshow will serve as an opportunity for employees to weigh in with suggestions and process im-
provements. The roadshow will also address any questions or concerns employees have about NYCEDC’s
digital presence.
A NYCEDC Social Media Information Packet will be provided to employees as a resource to turn to when
social media questions arise. Additionally, we may request for time at New Hire orientation to introduce
all incoming employees to company social media policies.
SOCIAL MEDIA ADVISORY COUNCIL (SMAC) — CREATING NYCEDC DIGITAL LEADERSNYCEDC Social Media Advisory Council will be made up of representatives from each department that meet
monthly to discuss topics worth covering on our social outlets. The council will also educate people internally
and externally about social media practices, and help craft an editorial calendar for the coming month.
15
SMAC Member Functions� Attend monthly meetings to share department updates and upcoming events worth covering on
social outlets� Educate respective departments on social media protocol and recent digital media initiatives� Act as liaison and point person on department-specific content� Be responsible for onboarding new hires in their department
SMAC will also update the President’s Office quarterly with social media recommendations, or as necessary.
SMAC Timeline� November – December 2013: Advertise SMAC openings via Spectrum and Roadshow� January 2014: 1st meeting held, outline 2014 priorities, set schedule for the rest of the year� January 2014: Update President’s Office on determined priorities
NYCEDC SUMMIT — PROMOTING OPENNESS AND CONNECTEDNESS WITHIN NYCEDCTo establish and encourage a company-wide social media presence, the social media team will host an
annual Social Media Summit. Part innovation lab, part digital discussion, its purpose is to educate NYCEDC
employees in best social media practices, as well as encourage collaboration between departments on
creative projects that help NYCEDC remain a leader in the digital age.
With new technologies developing every day, the summit will also seek to delight the inner geek with a
tech demos at its conclusion.
A tentative summit schedule:
10 am – 10:15 am Introduction from NYCEDC President, outlining stance on digital practices
10:15 am – 10:45 am Social Media Presentation, with overview of NYCEDC’s use of social media
and current engagement tactics
10:50 am – 11:50 am 1-hour panel with SMART: top city agency social media leaders share how
they’ve benefited from social media use
12 – 1 pm Lunch
1:15 pm – 2:15 pm Breakout sessions to develop ideas for better digital incorporation within
departments; individual sessions led by SMAC members
2:20 pm – 2:45 pm Recognition of individual department and program use of social media
3 – 4 pm Tech Demos from NYC startups
What is NeededResources Needed� 3-4 months of planning� Guest speakers� Sound and projector capabilities� Marketing paraphernalia: banners, video production
Implementation TimelineThe 2014 Social Media Summit will be held in early October 2014.
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VOICEOur primary goal is to project a professional and friendly tone that presents information in a logical and
useful way, while encouraging our audience to engage in conversation about meaningful NYC issues.
As New York City’s primary engine for economic development, NYCEDC’s social media should strike a
balance between:
1. informational authority on the City’s economic initiatives, and
2. conversational enthusiasm on the City’s economic potential.
The first sentiment should underlie all NYCEDC content but particularly when describing existing NYCEDC
programs. The primary goal is to state the simple facts with accuracy. Clarity trumps wittiness.
Examples � The new BIM program announced today will equip minority construction firms with crucial modeling
skills [insert link to program page]� The numbers show we’re a tech capital. Tech-information sector is now the 2nd largest engine of
the NYC economy: [insert link to corresponding article]� Today, Mayor Bloomberg unveiled NYCEDC renovations on the historic Strand Theatre. The
renovation project doubles the amount of space for BRIC Arts, and adds 3,300 square feet of
space for UrbanGlass. That means more room for creativity in Downtown Brooklyn! [insert link
to press release]
The second sentiment can be used when expressing support for non-NYCEDC initiatives. These are
instances where we are not the authority, but play a supporting role. A friendly and encouraging tone
is preferred when we are sharing an interesting fact about New York City, or congratulating
another agency/business/individual. Here, a more lively tone is used to communicate our support and
passion for the City.
Examples � Amazing: ‘@Turnstile Tours this may be our proudest moment: Brooklyn Army Terminal Tour on the
Elvis Information Net elvisinfonet.com’ � Happy Fall! Enjoy the 1st day of the season with this scent of freshly baked bread from
@PainDavignonNYC@EssexMarket [insert picture]
NYCEDC Style Guide
17
Here are other defining characteristics of NYCEDC’s social voice:� Approachable: We aim to be a company people can talk to. By adopting a conversational tone, we
will be more accessible and encourage participation in dialogue.� Clear: Would an average New Yorker understand this? Craft content with the reader in mind and
use simpler language. � Tasteful: Measure words judiciously. Avoid sensationalism or overly self-promotional items. � Spirited: Active language that reflects an understanding of, and progressive orientation of current
trends.
AUDIENCETo develop compelling and relevant content, it is important to know who we are speaking to. The
following groups are our primary audience.
Business Community: Individuals interested in establishing or expanding their business in NYC.
These include:
a. CEOs
b. Entrepreneurs
c. Real Estate Professionals
d. Industry leaders
e. Small business owners
Information Seekers: Individuals interested in learning about NYCEDC, job opportunities, and press.
These include:
a. Members of the press
b. City agencies
c. Community leaders/groups
d. Special interest groups
e. NYCEDC personnel
f. Job/internship seekers
g. NYC enthusiast
h. Elected officials
i. Infrastructure task force members
Service Providers and RFP Respondents: Individuals interested in working with or for NYCEDC on projects.
These include:
a. Consultants or architectural firms
b. Construction contractors
c. Real estate developers
DEMOGRAPHICSBased on an informal September 2013 survey conducted by NYCEDC, the primary consumers of our
social content are: � Based in New York City� Half women, Half men� Educated, with about 50% holding a Bachelors, and another 40% holding a Masters� In their late 20s-40s� Curious about industry trends, NYCEDC programs, things to do in NYC, NYC-related stories, and
NYC in general
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CONTENT TOPICS AND TYPESBased on a September 2013 survey, our audience is most curious about NYCEDC programs, industry
trends, things to do in New York City, job opportunities, neighborhood updates, and tech. Our daily
postings should therefore reflect these interests.
The recent launch of two new Tumblr columns provides information on two of the above topics: tech
and things to do in NYC.
� This Week in NYC Tech is a new weekly series published every Monday that features curated events
happening in the New York tech community. � NYC Weekend is a weekly series published every Friday, featuring recommended events for the weekend
(occasionally related to our programs). Both series have received positive feedback on Tumblr.
NYCEDC Social Media Audience Age
45+6%
18-2425%
25-3444%
35-4425%
Responses to the question, “What information do you want to know?”, based on an informal,
voluntary Social Media Survey released via Facebook, Twitter, and Tumblr.
Social Media Audience Age, determined by Facebook Analytics and informal NYCEDC
Social Media Sample
Economic Data 50.0%
NYCEDC Programs 81.3%
Entrepreneurship Advice 31.3%
Industry Trends 81.3%
Job Opportunities 68.8%
Local Businesses 43.8%
Market Research 50.0%
Neighborhood Updates 56.3%
Real Estate 37.5%
Silicon Alley (tech) 56.3%
Things to do in New York City 68.8%
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The social media audience prefers photographs and links, as seen in Figure 2.2. Photos, by and large,
receive the greatest amount of engagement (most number of clicks, comments, likes, and shares), while
links generate a slightly larger reach. To maximize exposure, a perfect post would pair a link and relevant
photo.
FORMAT AND METHODOLOGYUse the 50-30-20 rule when determining content for NYCEDC’s social platforms. NYCEDC’s main social
platforms consist of the NYCEDC Twitter, Facebook, Tumblr, and website blog.
The content breakdown should be approximately:� 50% NYCEDC programs – promotional and informative posts that drive attendance to and interest
in our NYCEDC programs, posted on all social channels� 30% Curated Content – shared content from press about our programs, neighborhood
developments, industry trends, and/or positive news about other city agency initiatives; posted on
Twitter, Tumblr, and Facebook� 20% NYCEDC Blog Contributors – contributing posts from NYCEDC employees as part of the
company blogging program to establish thought leadership and subject matter expertise, posted on
our NYCEDC Blog
Ultimately, this breakdown will shift to a greater emphasis on original content (ie. more Contributor posts).
PLATFORM BREAKDOWNOur mantra: Less is more…if posted at the right time.
Recommended frequency and timing of posts is as follows, in order of priority:� NYCEDC Blog: Post 3-5 entries per week about NYCEDC programs� Twitter: Post on average every 2 hours during waking/working hours, 9 am – 8 pm; 6 times/day� Facebook: Post twice a day: once between 11:30 am and 12:30 pm, another between 4 – 5 pm� Tumblr: Post twice a day: once between 11:30 am and 12:30 pm, another between 4 – 5 pm� Instagram: Post once a day with a specific focus on NYCEDC behind-the-scenes events, NYCEDC
development/projects, businesses. No time specified.� LinkedIn: Post once a day, between 9 and 10 am
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New metrics will evaluate our social media effectiveness on reach and engagement. While the number
of fans and likes is still important, the next stage in social media calls for placing greater emphasis on the
quality of interaction.
ENGAGEMENT METRICS� Engagement Rate � Reach� Hashtag Mentions� Conversion Rate� Referrals� Circulation Path
Engagement rate: calculated as the number of interactions (clicks, likes, shares, retweets, and
comments) divided by the number of views. Our average engagement rate currently rests between 4
and 5 percent, an indication that we are not getting the full squeeze out of our content. By using content
creatively with the tactics described in this report, our goal is to double the engagement rate to 10% by
the end of 2014.
Reach: defined as the number of unique people who view a post.
Hashtag mentions: number of #NYCEDC hashtag, @NYCEDC handle mentions, or other NYCEDC-
event specific identifier. Measures ‘top of mind’ value, indicating how digitally and socially engaged people
are with NYCEDC.
Conversion rate: measures how virtual interactions translate into offline activity. The number of event
RSVPs, RFP submissions, etc. that come from social channels.
Referrals: measures the number of people coming to the NYCEDC website through social channels.
Circulation Path: measures the paths through which NYCEDC content is reaching larger circles
Metrics
2013 1/14 2/14 3/14 4/14 5/14 6/14 7/14 8/14 9/14 10/14 11/14 12/14
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Timeline
NYCEDC Blog Contributors
Initial List of NYCEDC
Contributor/Profiles
Blog Contributors:Internal Posts
Blog Contributors:
External Posts
Strategic Partnerships
NYC Digital
Untapped Cities
NYTM
Samsung Accelerator
American Express
TEDx
Contextual Data
Social Data Meeting
Monthly Insights Report
Ask NYCEDC
Ask NYCEDC Segment I
Ask NYCEDC Segment II
Ask NYCEDC Segment III
Ask NYCEDC Segment IV
NYCEDC Meetups
Social Media Physical Assets
2014 Meetup Calendar
Inaugural Meetup
Summer Meetup
Fall Meetup
Winter Meetup
New Channels
Instagram Launch
Internal SocialMedia Roadshows
Social Media Guide
HR Presentations
Social MediaAdvisory Council
SMAC Advertisement
SMAC Meeting
President's Office Updates
Social Media Summit
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With almost four million New Yorkers using social media to connect with city government, New York
City has more active social media users than anywhere else in the world.
The initiatives outlined in this report aim to meet New York City’s clear demand for an open, connected,
and digitally engaged government. Our timeline is set to achieve all nine initiatives by end of December 2014.
Successful implementation will establish NYCEDC as a go-to source for information on NYC business,
industry, and Mayoral-related initiatives. With an expanded following, NYCEDC can create a digital
community that is more engaged in virtual and offline activities (Twitter #AskNYCEDC chats, Instagram
photo contests, Contributor posts, and our Meetup series).
Finally, with a strong foundation that seamlessly integrates social media into every facet of the company,
NYCEDC will be well-prepared to lead New York City in today’s evolving digital age.
Conclusion
