development canadian and international best practices · development : canadian and ......
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Social media for economicSocial media for economic development : Canadian and
APDEQ & EDAC
international best practices
Conference 2010Quebec City, QC
Active In Regional Economic Development Strategies Since 1998Development Strategies Since 1998
Develop economic d l t i t tWe apply: development investment strategies and lead generation solutions from Business
We apply:
coast to coast
Instruct EDOs on the site
IntelligenceCompetitive Intelligence Instruct EDOs on the site
selection process and on promoting their region to
IntelligenceInternet Intelligence to..
get in the radar of investors and site selectors
Intelligence to..
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Intelegia’s Preoccupation With Social MediaMedia
From Fad To FactFrom Fad To Fact…
The World of Information Is Changing
Number of text messages (SMS) sent each day exceeds the world’s population. An enormous mass of
information is information is exchanged & shared25 billion+ pieces of content (web links, news
stories, blog posts, notes, photo albums, etc.) are shared monthly on Facebook.
In July 2006, Wikipedia grew by over 30,000,000 words. Given this, it is unlikely for any single reader to read all of Wikipedia's new contentcontent.
Of Twitter's active users, 37 % use their phone to tweet.
People are watching 2 billion videos a day on YouTube. Every minute, 24 hours of video is uploaded to YouTube. In November 2009, YouTube surpassed Yahoo for the 1st time inYouTube surpassed Yahoo for the 1st time in total US search queries.
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Key Facts On The Use Social Media For Economic DevelopmentDevelopment
Percentage of Pages With Appearance of The Phrase “economic development” On Web 2.0 Platforms (August 2010)
(Total Amount of Pages = 2 365 702)
Fli kFlickr
LinkedIn23%
YouTube1%
23%
BlogFacebookTwitterLinkedIn
Blog66%
Facebook10%
LinkedInYouTubeFlickr
Source: Intelegia©, 2010.
The Reality…y
Metro Denver isMetro Denver isblogging
NYEDC is on Facebook
Grand Junction istweeting
Pearland, TX pushes investment incentives via YouTube
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via YouTube
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2010: The Year Marketing Dies(1)...
• Core elements that have driven marketing practices for• Core elements that have driven marketing practices for decades‐‐such as messaging strategy, mass media, PR, advertising, and others‐‐will continue to change rapidly.
• More consumers are avoiding ads, and a majority feels there is "too much advertising"is too much advertising
• Consumers have new partners that will help to expand theConsumers have new partners that will help to expand the reach of social media dialog even further‐‐the big three search sites. Google, Bing and Yahoo
(1) Source: Forrester Blogs – December 2009
2010…The Birth Of Marketing 2.0 For Economic DevelopmentDevelopment
What is Marketing 2.0?
Broad definition: • The use of social media tools to communicate your “value proposition”
For economic development:• The use of social media tools to• The use of social media tools to communicate that your region (agency) is “knowable”
What Are The Next Generation of Eco. Dev. Doing?
Classical Approach• Wait for traditional media
Innovative Approach• Share insights via Twitter
coverage for exposureg
and blogs to raise awareness of their regionO i d i i• Attend 2 to 5 national and
international events in person per year
• Organize and participate to conferences or interviews on social media platforms person per year
• Connect with potential
like talkshoe.com on a monthly basis
• Connect and engage on• Connect with potential investors via their business network (little
)
• Connect and engage on LinkedIn (6 degrees of separation (50 M potential
black book of contacts) contacts)
International Best Practices of The Use of Social Media For EconomicUse of Social Media For Economic
Development
International Best Practices – Blog – Invest In UK (United Kingdom)
International Best Practices – Facebook – Hudson Valley Economic Development Corporation (New York, USA)Development Corporation (New York, USA)
International Best Practices – Twitter – Levelland Economic Devolopment Corporation (Texas, USA)Devolopment Corporation (Texas, USA)
International Best Practices – LinkedIn – Invest in Brisbane (Australia)
International Best Practices – YouTube – Enterprise Florida, (Florida, USA)
What Is Happening In Canadian Economic Development Agencies?
Key Insights
Getting noticed in a continuously growing noisy i i h lluniverse is a challenge
Agencies are learning to deal with negative postingspostings
Level of adoption from within is increasing
Content sharing on social media tools allows organizations to keep their audience informedorganizations to keep their audience informed without waiting for media coverage
New in‐house competencies are b i b iltbeing built
Executive buy‐in is still essential and growinggrowing
EDOs are routers for business information and activitiesinformation and activities
EDOs are regional catalystsg y
Are Canadian Cities Applying Marketing 2.0 Strategies?
Learning From Best PracticesLearning From Best Practices
London Economic Development Corporation ‐ Blog
Edmonton Economic Development Corporation –Facebook – Currency of PostsFacebook Currency of Posts
Montreal International & PÔLE Québec Chaudière‐Appalaches – LinkedIn – Easy To RetrieveAppalaches LinkedIn Easy To Retrieve
Greater Toronto Marketing Alliance – Facebook –Customized TabsCustomized Tabs
Greater Halifax Partnership – Twitter – Scheduled TwitterTwitter
Ottawa Centre for Research and Innovation – YouTube – Channel DescriptionChannel Description
Hamilton Economic Development ‐ Videocasts
Top Five Canadian Cities in 2010p
4th Place – Hamilton Economic DevelopmentDevelopment
3rd Place – London Economic Development CorporationDevelopment Corporation
2nd Place – Ottawa Centre for Research and InnovationResearch and Innovation
2nd Place – Greater Halifax PartnershipPartnership
1st Place – Edmonton Economic Development CorporationDevelopment Corporation
Tomorrow’s Optionsp
1 Status Quo1. Status Quo
2 ld d i h b 2 02. Hold Your Nose and Jump Right Into Web 2.0
3. Build A Content Strategy For Your Web 2.0 Initiative In Line With Your Economic Development / Business Attraction Plan
Download Report : www.intelegia.comwww.intelegia.com
C t ith I b ll P i iConnect with Isabelle Poirier on LinkedIn