The document discusses 7 social media tactics for economic development organizations. It recommends using social media to extend branding efforts through search engine marketing and social media, creating buyer-centric profiles, engaging local businesses on social media, focusing social media efforts on core industries and prospects, developing a content and publishing strategy tailored to target audiences, using social media to drive traffic to the organization's website, and leveraging social media for prospecting.

1. D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T
7 Social Media Tactics For
Economic Development 3.0
Presented by Guillermo Mazier/ Atlas Advertising

2. About Me
Guillermo Mazier
Director,
Strategic Accounts, Atlas Advertising
guillermom@atlas-advertising.com
www.twitter.com/atlasad
@GuillermoMazier
#AskAtlas
– Former economic developer and tourism marketer
for the Costa Rican Investment and Trade
Development Board
– Managed economic development and tourism
campaign for Tortugero, CR
– Industry speaker, content strategy and digital
marketing specialist

3. Meeting Agenda
1. Introduction
2. Formative Idea for Today’s Session
3. What are 7 Tips That You Can Use Today
4. Social Media Calendar for Content Marketing

4. My House Denver, CO
“During Nap Time”

6. CHECKLIST FOR:
Economic Development Marketing
1. Benchmarked current metrics
2. Determined regional goals
3. Inventoried current assets
4. Analyzed the competition
5. Identified “Unique Value Propositions”
6. Designed campaign around industries
7. Optimized the website for search
8. Identified calls to action
9. Developed Targeted Content
10. Integrated industry specific tools

9. Formative Idea for Today’s Session
“Prospects (Site Selectors,
Companies, Talent) are now in
control of when and how they
access information during the
purchase process.”
“The modern day economic
developer is tasked with
more responsibilities more
obligations than ever in the
history of the profession.”

10. 200+
146
175
C
s
Average number of
conversations per organization
in the last 12 months
$
234 Average capital investment per
community in the last 12 months
W
1,293
15
Average jobs announced per
organization, last 12 months
V
n
ing Economics
DEVELOPMENT ORGANIZATIONS
200+
175
Communities
shared their data
Website visits per conversation
Fact about digital economic
development:*
*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations
Economic Developers are !
SLOW TO ADOPT DIGITAL

11. Why Social Media for Economic
Development

12. 175 < 25,000
Average companies served
Typical number of establishments
in a community
Source: Atlas 2014 Benchmarking Study
EDOs service companies that
comprise a very small percentage of
their economies.

14. 1. Extend Branding Efforts
• 90% of the Site Selection process
starts online
• Google has evolved from a 1996
research project into the world’s most
visited website with more than five
billion searches every day. Providing
the most relevant search results to
users fuels its massive growth.

15. Extend Branding Efforts
Through SEM
PPC Ads
PPC
Ads
SEO/
Social
Media

16. Extending Branding Efforts
via Social Media
And… Peyton
https://www.youtube.com/watch?v=v_l3Tzt0OVA

17. Your profiles shouldn’t be about
you, it should be about the
prospects you’re trying to attract.
After all, your intended targets
aren’t recruiters, they’re leads.
But most economic developer’s
profiles are digital resumes, or
worse, a copied and pasted
marketing value proposition.
By the way, don’t use these
types of photos…
2. Create a Buyer Centric Profile

18. 3. Mind Your Community’s
Business…
• Social media can be a
connection between you
and your clients -- a
constant presence that
allows for consistent
engagement.
• Connect with business
owners
• Stay up-to-date with news
that impacts business
• Discover opportunities to
help businesses expand
Lets try it: http://www.google.com/alerts

19. Why Should You Care About SMB’s?
Via LinkedIn Corporation
SMBs contribute $5.5
trillion in annual revenue
(Source: Dun and Bradstreet)
Small businesses
create seven of every
ten new jobs.
(Source: SBA Office of Advocacy)
Young firms in
growth mode are the
largest contributors
to job growth.
(Source: Goldman Sachs)
1
23

20. 8 Out Of 10 SMBs Use Social Media For
Their Business
81%of SMBs are Current
Users of Social Media
9%
are Future
Users

21. 4. Focus On Your Core
Companies and prospects
Define and articulate your value proposition via social
media.
Expansion
and Growth
Rebuilding
Workforce
Acquisition
Engage your clients (businesses) in whatever phase
of the business cycle they are in

22. Find Out What Site Selectors Need
What We Need
• Contact information
• Incentive programs
• Tax rates
• Recent announcements
• Industry-targeted info
• Maps of your territory
• Largest employers
• Area colleges and universities
Based inChicago, ILFormereconomicdeveloper
Specializes in…
renewable energy
and data centers
http://www.iedconline.org/clientuploads/Downloads/
IEDC_Data_Standards.xls
Download a
comprehensive Data Set:

23. Know Your Audience
• To create an effective content strategy, you must first be clear on your
target audience
• The most efficient way of doing this is through the creation of buyer
personas, fictional biographies of your target audience
• To create a buyer persona, start by asking simple questions:
• Who are my ideal targets?
• What are their goals?
• What are their challenges or limitations?
• How can I most effectively reach them? What types of content do
they digest?
• You may very well have multiple target personas but by answering these
questions for each of your targeted industries or customers, you will be
able to craft a fairly detailed persona for each potential contact or lead.

24. Sample Buyer Persona - Manufacturing
Manufacturing Mark
Mark (60-65) is the CEO of a mid-sized automotive parts
manufacturing business in the Midwest. Mark’s
responsibilities range from business development to
finance. He is committed to the continued growth of his
business and insists on being involved in most of the
businesses processes. Because of this, his daily schedule
is full of meetings with representatives of the business’s
various departments. Due to the size and budget of the
company, Mark has not had a need for a dedicated site
selector but the business is growing rapidly and he is
considering a new, larger location in Northeast Ohio. The
selection process is new to him and he is looking for
expertise in selecting the right facility where the business
can operate now and grow in the future.

25. Sample Buyer Persona – Site Selection
Site Selector Steve
Site Selector Steve (35-40) is a commercial site selector in
metro Dallas. Working for a nationally recognized brand,
Steve is well versed in market trends and analytics and is
keen to find the best solutions for his clients. Increasingly,
Steve is looking beyond the immediate city limits for those
solutions. Steve is receptive to new ideas and wants to be
at the forefront of new areas of the market. Digitally savvy,
Steve reads emails constantly. He is also a staple at real
estate industry events, both regionally and nationally.

26. 5. Create A Social Media Content
and Publishing Strategy
• Create a comprehensive strategy
on how you will connect to your
existing businesses:
– LinkedIn Group discussions
– Invite commentary on blog posts
[SEE ECONOMIC DEVELOPMENT
MATTERS BLOG]
– Twitter Chat on a weekly basis
– Highlight and feature companies on
Facebook

27. 27
Social Media Publishing Schedule For:
Economic Development Marketers .
Download Here:
http://offers.atlas-advertising.com/social-media-publishing-schedule

28. A Good Blog Example
www.columbus2020.org

29. How One Edo Does It.

30. 6.Use Social Media To Drive
Traffic To Your Website
• Use social media to
drive traffic to your site
and provide solutions
to existing businesses,
as well as services to
expanding businesses

31. Drive Traffic To Your Website
SM Metrics Best Practice: Metro Orlando

33. 7. Use Social Media for
Prospecting
As an Economic Development marketer or
business developer, you already understand
the importance of social media as part of your
Business Attraction Strategy. With more than 3
million companies on Linkedin, one billion
monthly active users on Facebook, and over
230 million monthly active users on Twitter,
smart marketers know there’s more potential
than ever to use social platforms to get their
name out there, spread their community’s
information, and draw more people to their
site.
Awareness
Engagement
Interest
Action

34. 34
Social Media Prospecting For:
Economic Development
Download Here:
http://offers.atlas-advertising.com/socialprospecting

35. Questions

36. If you want to in economic development,
part of what you need to do is leverage the tools that you
have, the people that you have and the assets that you have
to that might not be comfortable, that
might not be fun, but at least takes you to a in
a way that is productive and increases the

37. The excuses you use when you hesitate to implement metrics are
just that - they are excuses from fear. They are not based on your
particular abilities or things that you can tangibly control. But once
you are able to implement a set of metrics, leverage them, talk
about them (bad or good) then you can be a true game
changer for your community, because you are not going to
stop there.
In Closing

38. 38
Get a
LinkedIn Profile
Makeover

39. Thank you!
Contact information:
929 Broadway
Denver, CO 80203
Contact: Guillermo Mazier
t: 303.292.3300 x 232
Guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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