kradd ky social media as a digital tool for building an alternative economy november 2012
DESCRIPTION
This invited presentation illustrates the value of small business digital marketing through a number of case studies executed over a five year period in the Kentucky River Area Development District (KRADD). The final case studies were developed after travels and observations of the HandMade in America trails in Western North Carolina to advance travel and tourism through a series of “persona travelers” based on Kentucky tourism research of how and where to spend 36 hours in the KRADD region.TRANSCRIPT
Social Media as a Tool for Building an
Alternative Economy in KRADD Communities:
A project among students, community
partners and faculty
Peter H. Hackbert
Entrepreneurship for the Public Good Program
Berea College, Berea KY
KRADD Monthly Meeting
Whitesburg, Kentucky
October 24, 2012
Small Rural Appalachian Community
Economic Development (CED)Traditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy /
Tool
Economic Development
Approaches
Economic
Outcomes
Other
Outcomes
Direct, Short-term
Indirect, Long-term
• Industrial development
• Business retention / expansion
• Workforce development
• Tourism
• Entrepreneurship
• Downtown development
• Arts / Creative economy
• Cluster-based development
• Residential development
• Transportation
• Broadband / Internet / Social Media
• ED finance
• Philanthropy
• Strategic planning
• Leadership development
• Organizational development
1. Recruit firms from the outside
2. Strengthen/expand existing firms
3. Promote development of new firms
• jobs
• firms
• prosperity
• wealth
• social
• civic
• environmental
EPG Small Rural Appalachian Community
Economic Development ModelTraditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy /
Tool
Economic Development
Approaches
Economic
Outcomes
Other
Outcomes
Direct, Short-term
Indirect, Long-term
• Tourism
• Entrepreneurship economy
• Cluster-based development• Residential development
• Transportation
• Broadband / Internet /
Social Media
e
1. Strengthen/expand
existing firms
2. Promote new firms
• jobs
• firms
• social / civic
• environmental
23M Small Businesses in the USA
• 90 percent of the businesses in the Commonwealth have fewer than 50 employees.
• In 2008, small businesses totaled 339,747 .
• 69,175 were employers, and they accounted for 49.2% of private-sector jobs in the state.
• Small firms (less than 500 employees or no employees) made up 96.7% of the state’s employers.
“Uneven Ground”
UK Professor of
History: Ronald Eller www.google.com/images
The growing popularity of ecotourism and
heritage tourism…contained the potential for
building an alternative economy, one that
promised greater monetary returns for local
residents, the preservation of rural traditions,
and the protection of sensitive natural
resources.
- Ronald D. Eller, Uneven Ground, The University of
Kentucky Press, 2008: 256.
EPG Service Area 2010 County Business
Patterns – Total Establishments
Madison
Breathitt
Lee
Leslie
Letcher
Knott
Owsley
Perry
Wolf
1,559
211
98
113
702
189
44
702
84
Key Question
Can Social Media be a digital tool to
develop an alternative economy in
Appalachian communities?
Case 1
They asked us.
Berea, Kentucky -
500 Cultural Assets
Case 2
They asked us to find out
Research Team
Total Expenditures for the 4,000
Out-of-Towners Knott County Trail
Riders
Items Expenditures
Entrance fees $19,492
Food and Beverage 162,435
Retail Shops 207,916
Private Auto and Other Expenses 259,896
Total $649,740
Case 3
They asked us.
Along come
cell phones
Cultural Heritage Cell Phone Tour
Case 4
They asked us
Peer to Peer KRADD Workshops
Case 5
They told us
Small Rural Town ProgramRural Populations
1,602
357
175
1,764
747
1,081
Case 6
We listened
Small Business Using Social Media in
North Carolina
The Blue Ridge Soap Shed
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