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Introduction to Social Media Marketing for Economic Development Organizations //Derek Pillie

Optimizing Website Analytics for Economic Development Organizations //Derek Pillie

LEDOsuite.comtwitter.com/dpilliefacebook.com/dpillielinkedin.com/in/dpilliejust search for “derek pillie” or “dpillie”Project Manager – LEDO Suite

Why are You Here?

• You know that the success of your economic development organization means attracting new businesses and supporting existing business

• You know attracting new investors means going where they are

• You know that you know these investors are online• Over 90% of site selection begins (or

ends) on the web• How do you know these investors are

finding your website?

• Your stakeholders want to know that they are getting a solid return on their investment in your online marketing program

What Will You Learn?

• What exactly IS this social media thing and what does it mean to you

• What free online tools you can use to optimize your social media impact

• What steps you need to take to determine what elements of a social media plan are necessary for your organization.

• How to measure the data generated through your social media channels to determine the effectiveness of your plan

• How to best utilize free information to connect with potential investors researching opportunities online.

About Cirrus ABS

• 15 Years Experience in Online Marketing and Website Development

• Hybrid company that offers the best of marketing and technology firms

• 25+ employees

• Full staff of technical & creative personnel

• Clients ranging from Fortune 500 to small local businesses

About Cirrus ABS

Cirrus ABS Core Competencies• Corporate Marketing Solutions - Strategic

Consulting, Website Development, Online Marketing, Search Engine Optimization (SEO)

• Platform Solution Development• Vertical Market Solutions• Economic Development,

Education, Insurance…• Corporate Solutions for

Distributor/Dealer Networks• Franchise Solutions

Cirrus ABS Featured ED Clients

Cirrus ABS Featured Corporate Clients

SM // The “Social Three”

SOCIAL MEDIA – Take the “social” out of it and it is just good, old-fashioned media

SOCIAL NETWORKING – Just like business or personal networking, just online

SOCIAL MARKETING – The same concepts you employ in other marketing efforts will still work here

SM // Social Media = Tools

SM // Social Networking = Visibility

SM// Social Marketing = Application

SM // Where Is The Intent?

• Television• Direct Mail• Radio• Newspaper• Print• Email Marketing• Social Media• SEO• Search Marketing• Trade Shows• Sponsorships• Yellow Pages

SM // Why does my LEDO need this?

It can help you attract new investment!

1. Improves your online visibility2. Provides opportunities for feedback from stakeholders,

investors and community3. Establishes traffic through backlinks to specific pages on

your site4. Encourages page or site indexing by search engines5. Promotes your “likability factor”

“All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends” – Jeffrey Gitomer

6. Promotes knowledge expertise within organization and throughout community

SM // Action 1

Establish an online presence! Here’s how:

1. Develop your “elevator pitch”2. Optimize your “What We Do”

paragraph, then adapt it to fit in various profile areas

3. Use photos to identify personal accounts, photos and logos (or logos) for business accounts

SM // Now You Need to Get the Word Out

Picture #1 was promoted via social media channelsPicture #2 wasn’t promoted at allPicture #1, in one day, received almost as much

traffic as the other photo received over six months!

SM // Action 2a

Grab your brand!Mass social media id check with http://www.namechk.com

SM // Action 2b

Centralize and promote your brand identification through a mass social media ID listing like http://www.dandyid.org or set up a Google Profile

SM // Action 2c

Use one or more services to help push and promote your content to your targeted audience

Exmamples:FriendFeed, Tumblr, MyBlogLog.com

SM // Action 2dNetwork your brand… join or start events on

Lanyard.com or LinkedIn… join or start groups on Facebook or LinkedIn –PARTICIPATE!

SM // Backlinks Are Important

Social profile & post backlinks

Why do we want backlinks?• visibility / brand recognition• traffic generation / linkbait

(to pages or our site)• to encourage page or site indexing• increase page rank / authority

(can impact SERPs)• someone told you to get backlinks

SM // Social Activity Optimization

Optimize your efforts!• Schedule activity during peak times• Coordinate your efforts through free tools!

SM // Nothing to Say; No One Cares

We hear it all the time! I don’t have anything to say & no one

would care anyway. How do I attract followers / fans?

• be friendly & upbeat• avoid sensitive issues• be helpful, listen first• engaging & funny

SM // Action 3

Posting Tips:• Use keywords and keyword phrases sparingly• Keywords should be RELEVANT to the subject!• Avoid “spammy” words• Avoid hyperbole• Appear informative• Adopt a conversational tone

SM // Where are You Sending Them?

What is your goal?• Will your website or fan page support conversion?• Which are they more likely to visit daily?• Are you sending them to just another link?

The Many Flavors of Facebook!1. Community Pages2. Groups, both old and new!3. Profiles are for people, pages are for

products/services/etc.4. Create a fan page, on the right side look for:

SM // Action 4a

SM / Action 4b

1. Select a category and follow the instructions2. Complete the profile on the “page” and promote it!3. Once you get 25 “likes” you can secure a vanity URL.

SM / Facebook Takes Over the Internet

• visible to their friends timeline (a recommendation)

• Simple code to add the like button• Backend code to add site name and attributes

SM // Action 5

Setup a bit.ly URL shortener account(There are many other url-shorteners, but bit.ly is

trusted & widely used)

SM / Measuring the Right Things

Is this the right kind of measurement?

SM // What Really Happened?

Measuring traffic, engagement, reach…

SM // Action 6

• Check Google Analytics or server logs for:bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)

• monitor contacts, calls, lead sources• rank checker: firefox add-on

• bit.ly analytics

SM// Upcoming webinars

Join us for future webinars every other Thursday

Watch LEDOsuite.com for updates

Thursday, January 27th, Subject to be determined – Let us know what you’d like!

Thursday, February 10th, Subject to be determined – Let us know what you’d like!

We'll Help You Master Internet Marketing

These days it’s more important than ever for you to reach new investors, satisfy existing businesses, find new efficiencies, and improve your local business climate. The Web is the way to do it. We can help!

Call Derek Pillie at 1.877.817.4442 to find out how we can improve your online visibility.

Please take our post-webinar questionnaire at http://bit.ly/fhhmn4