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Part of a presentation for the University of Alaska Anchorage's Basic Economic Development course on social media marketing for communities and EDCs.
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AlizaSherman.com @alizasherman
Social Media Meets
Economic Development
1. Determine your goals
² Build a brand ² Increase awareness ² Attract attention ² Amplify messages ² Stakeholder relations ² Outreach and acquisition
Who are you trying to reach?
2. Identify your audience
What are you trying to get them to do?
3. Map out your process
Mapping out your process
² What tools do you use? ² Who is responsible? ² How often do you engage? ² What should you automate? ² Why should people care?
What is success to you?
4. Pick Your Tools
Foursquare"
Instagram"
Pinterest"
Flickr"
Blog"
Twitter"
Facebook"
YouTube"
Tumblr"Website
Google+
Engagement
Response Images
Facebook = Exponential reach
Twitter = Broad reach
Conversations
Cover image
LinkedIn = Biz reach
YouTube = Multimedia reach
Website = Gateway
Website = Shareables
Social Mobile networks
Foursquare"
Instagram"
Foodspotting"
Pinterest"
Flickr"
Blog"
Twitter"
Facebook"
YouTube"
Tumblr"Website
Google+
Trover
GLMPS
Over
Overgram
Pictures: Instagram
Places: Foursquare
Things: Pinterest
5. Plan your messaging
Messaging Map
Messaging Map (position)
² Who ² What ² Where ² Messages ² Post Types
Social Media Calendar (plan)
² Events ² Promotions ² Seasonal ² Topical ² Actions
Timing & Frequency (schedule)
² Optimal times ² Staying visible ² Repeat messaging ² Live interactions ² Experiment
² Provide value. ² Produce shareables. ² Start conversations. ² Join conversations. ² Initiate campaigns.
6. Tell your story
#bananasforCLT
#NoCincyBananaSplit
CEO: “Two GR8 regions w lots of positive people”
#ilovejax
Mo
ni
to
r
Ma
na
ge
Am
pl
if
y Social Ads, Promoted Posts, Sponsored Stories
Promoted Accounts, Promoted Tweets
Targeted Self-Service Ads
Inline Ads, Promoted Videos
As
se
ss
1. Determine your goals. 2. Identify your audience. 3. Map out your process. 4. Pick your tools. 5. Plan your messaging. 6. Tell your story.
Measure & Optimize
