Audience Driven Economic Development

Web Strategies International Economic

Development CouncilHouston, Texas

October 2nd, 2012

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About Intelegia

Intelegia is a boutique consulting firm that understands the need to be innovative and strategic in a business and economic landscape that is evolving at an incredible pace.

The firm’s expertise in the use of social media allows clients to benefit from:• Training to improve information

gathering and analysing techniques• Consulting on how to use the social

web in business-to-business and economic development context

• Executing content strategies to leverage branding initiatives

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A Social Region?

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Where Is Mauricie?

Source: Google map

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Source : http://bilan.usherbrooke.ca/bilan/pages/photos/8918.html

The Shifting Landscape

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THE QUEST

We’ve changed.

Have you read the news?

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Let’s Connect With Our Audience!!! #FAIL

Then

Source: istockphoto.com

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How Can A Region Become Known In A Digital Era?

Invest in ______________

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In 2012, It’s All About Engagement….

Now

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Let’s Go Back To 2009….

All across North America, economic development agencies were competing to attract investment and talent. They had

two options in front of them.

Continued as is with their website. Published facts and news communicating the value of the region.

Reached out and collaborated offline and online to engage stakeholders on a regional basis to promote the business and social climate.

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A New Opportunity Is Like A Warm Place In A Cold Snow Storm

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It Was And It Is Still A Bumpy Road

Source: http://www.liekearends.com/tech/5-ways-how-to-write-your-blogpost-or-not

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Human Being Are Social Being

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Build It Around The Blog

Sharing insights

regarding the business and

social environment in Mauricie.

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Getting Blog Rolling In 2010

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What Is Happening Now?

• Doubled the number of visits

• Growth of number of bloggers

• Increased level of engagement

• Online hub to regional EDOs and other stakeholders’ websites

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Seeing Real Benefits

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The Spin-Off Effects Since 2010

Regional StakeholdersRegional

Stakeholders

Culture

Education

EDOs

FinancialServices Media

Municipal Gov’t

Businesses

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Food For Thought

Source : emarketer, SEO, Social and Content Marketing in Top Demand, September 24, 2012, http://www.emarketer.com/Article.aspx?R=1009368#fSPUsqGFg60DRzbc.99

• Interesting Numbers

• Blogs are cited by 39 % of B2B marketers as their most valuable content asset

• 55 % of B2B professionals reporting they turn to blogs in order to gather business information.

Source: Eloqua

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Why A Blog? Because A Blog Is Not A Website, It’s A News Site

A blog is a social media site where bloggers aim to engage with readers using current and unique content..

Findings : 18 of 40 agencies in the largest North America cities had a blog, however; but 11 agencies are using the tool to publish current and unique news content.

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Intelligence From Google Trends – Web Search

Source: Google Trends

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Intelligence From Google Trends – News Search

Source: Google Trends

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Best Practices - Greater Halifax Partnership

Source: www.smartcityblog.greaterhalifax.com/ 

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Best Practices - New York City Economic Development Corporation

Source: http://www.nycedc.com/blog

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EDOs ARE Game Changers In This Brand New World

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About Isabelle Poirier

With over 15 years in economic development, Isabelle advises organisations on investment attraction and migration strategies, marketing intelligence gathering and social media marketing plans. Isabelle is a frequent speaker and trainer in North America on issues regarding the use of social media foreconomic development, tourism and private organisations.

Since July 2010, she has been a guest lecturer on the subject of improving economic development practices through strategic intelligence and web tools at the Georgia Tech Enterprise Innovation Institute in Atlanta, GA. In May 2011, she was a guest lecturer on the subject of social media applied to economic development at the University of Waterloo in Waterloo, ON, Canada. In March 2012, she was invited to McGill University , in Montreal, QC, to speak on the topic of social media applied to public relation strategies .

In 2009, she piloted one of the largest Facebook Pages for economic development in Canada. She also co-authored, “Web 2.0 and Business Attraction - Canadian Cities Online Marketing Index©”, the first benchmark study regarding how Canadian cities economic development agencies are marketing their regions to potential investors. The fourth edition will be published in Fall 2012.

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