Presented at the California Association for Local Economic Development (CALED) Annual Conference. Summary: Curious how to use social media to achieve your economic development goals? Learn what tools are out there, how to match your goals up with the social media vehicle that makes sense for you, and get technical knowledge on set-up and maintenance of a social media strategies. Speakers: • Nancy Manchester, Economic Development Program Specialist, City of Santa Rosa • Meaghan Mitchell, The Fillmore Community Benefit District, San Francisco • Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com • Barry Waite, Business & Employment Development Manager, City of Carson You can add the economic development Facebook app at http://www.Facebook.com/ZoomProspector

1. Social Media for Business
Development:
Facebook, Linkedin,
Twitter
& More
Presented by
Nancy Manchester, City of Santa Rosa
Meaghan Mitchell, Fillmore Community Benefit District
Anatalio Ubalde, GIS Planning & ZoomProspector.com
Barry Waite, City of Carson

2. Today’s Topics
• Anatalio – Overview of Social Media in Economic Development
– Intro/context
– Case studies
– Economic development-specific social media
• Barry – Facebook
– Helping Businesses Fix their FB page
– Difference between personal profile & organization page
– Interacting and communicating
• Nancy – Twitter, YouTube, Linkedin
– Twitter success
– YouTube “why shop in SR”
– Linkedin challenges
• Meghan – E-news, Tone, Collaboration
– Getting people to social media platforms through e-mail
– Building community and cross-promoting
– Authentic tone

3. The Evolution of Media
One Way Old Media Web 2.0 Social Media Web 3.0
Social Media
• Just another platform for communication and relationship building
• User-driven, real time, opt-in, microsharing
• Is going to continue to evolve… But customers will remain in control of the conversation

4. Available on Amazon.com

5. Image: Economic Development Online
by Ubalde & Krueger, 2011

6. Image: Economic Development Online
by Ubalde & Krueger, 2011

7. Image: Economic Development Online
by Ubalde & Krueger, 2011

8. Three things you
better get used to

9. Information is Real-time

10. Loss of Control
Image © GIS Planning Inc.

11. Communication
is a Team Effort
Image © GIS Planning Inc.

12. An enlightened self-interest view
You
(entrepreneur)
You
Your
(economic
organization
developer)
Your
community
Image © GIS Planning Inc.

13. Corporate Site Selection
Case Studies

14. The Economic Developer Who is
Against using Social Media like
Facebook for “Business”
(but is wildly successful using Facebook for
engaging site selection consultants and getting
deals done).

15. You could never find a project on
Twitter, right?

16. Site selection projects don’t
actually get influenced on social
media, do they?

19. Anatalio Ubalde
CEO & Co-Founder
Linkedin.com/in/anatalioubalde
@ZoomProspector
Facebook.com/ZoomProspector
YouTube.com/GISplanning
GISplanning.com

20. Facebook is Your Friend

29. Add demographics to
your FB page for free at
Facebook.com/ZoomProspector

31. Economic Development Program
Use of Social Media

32. Overall Focus
• Amplify City voice to community
• Increase government transparency
• Put on a business-friendly face
• Promote SR businesses, news & events

33. Twitter
• SRBiz (1,407)
• General Business News – any Santa Rosa
business
• Promote business programs – City & other
• Retweets from SR Businesses
• Tell Santa Rosa innovation story, celebrate
success

34. Twitter
• DowntownSR (1,524)
• Downtown events
• Downtown business news
• Applicable City programs
• Retweets from Downtown Businesses

35. YouTube
• YouTube Channel: SantaRosaBiz

36. LinkedIn
• North Bay Growth & Innovation
Forum
• Good idea – no interest
• Incubator has better traction &
built-in audience

37. THE FILLMORE DISTRICT
SAN FRANCISCO
“ Building a Stronger Community
With Social Media”

38. U.N.I.T.Y.
Understanding the Importance and Benefits of Social Media
Neighborhood Partnerships and Cross Promotion
Identifying Your Target Audience
Tone
You

39. Understanding the Importance of Social Media
Why use Facebook and Twitter to promote a neighborhood?

40. Neighborhood Partnerships and Cross Promotion
• Merchant Outreach
• Spreading the Love
• Major and Small events in your neighborhood

41. Identifying Your Target Audience
•Find out who is following you
•Connect with your followers
•Appreciate your followers

42. TONE
Have fun with your posts!
There are ways of getting your information out there without
sounding like a robot.

43. YOU
•Take the Extra Step
•Provide Visuals
•Network
•Don’t Worry!

44. U.N.I.T.Y.
Social Media + U.N.I.T.Y = Economic Development

45. THANK
THANKYOU
YOU!
“Like and Follow The Fillmore District”
www.facebook.com/TheFillmoreDistrict
www.twitter.com/TheFillmore_SF
Visit our website:
www.TheFillmoreDistrict.com