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APDEQ & EDAC Conference 2010Quebec City, QC
Social media for economic development : Canadian and international best practices
Active In Regional Economic Development Strategies Since 1998
Develop economic development investment strategies and lead generation solutions from coast to coast
Instruct EDOs on the site selection process and on promoting their region to get in the radar of investors and site selectors
Business IntelligenceCompetitive IntelligenceInternet Intelligence to..
We apply:
2
Intelegia’s Preoccupation With Social Media
From Fad To Fact…
Number of text messages (SMS) sent each day exceeds the world’s population.
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 content.
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 in total US search queries.
An enormous mass of information is
exchanged & shared
The World of Information Is Changing
25 billion+ pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared monthly on Facebook.
5
Key Facts On The Use Social Media For Economic Development
Source: Intelegia©, 2010.
Percentage of Pages With Appearance of The Phrase “economic development” On Web 2.0 Platforms (August 2010)
(Total Amount of Pages = 2 365 702)
Flickr
Blog66%
LinkedIn23%
Facebook10%
YouTube1%
Blog
YouTube
Flickr
The Reality…
7
Metro Denver is blogging
NYEDC is on Facebook
Grand Junction is tweeting
Pearland, TX pushes investment incentives via YouTube
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2010: The Year Marketing Dies(1)...
• 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"
• Consumers 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 Development
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 communicate
that your region (agency) is “knowable”
What Are The Next Generation of Eco. Dev. Doing?
Classical Approach• Wait for traditional media
coverage for exposure
• Attend 2 to 5 national and international events in person per year
• Connect with potential investors via their business network (little black book of contacts)
Innovative Approach• Share insights via Twitter
and blogs to raise awareness of their region
• Organize and participate to conferences or interviews on social media platforms like talkshoe.com on a monthly basis
• Connect and engage on LinkedIn (6 degrees of separation (50 M potential contacts)
International Best Practices of The Use 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)
International Best Practices – Twitter – Levelland Economic 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 universe is a challenge
Agencies are learning to deal with negative
postings
Level of adoption from within is increasing
Content sharing on social media tools allows organizations to keep their audience informed without waiting for media coverage
New in-house competencies are being built
Executive buy-in is still essential and growing
EDOs are routers for business information and activities
EDOs are regional catalysts
Are Canadian Cities Applying Marketing 2.0 Strategies?
Learning From Best Practices
London Economic Development Corporation - Blog
Edmonton Economic Development Corporation – Facebook – Currency of Posts
Montreal International & PÔLE Québec Chaudière-Appalaches – LinkedIn – Easy To Retrieve
Greater Toronto Marketing Alliance – Facebook – Customized Tabs
Greater Halifax Partnership – Twitter – Scheduled Twitter
Ottawa Centre for Research and Innovation – YouTube – Channel Description
Hamilton Economic Development - Videocasts
Top Five Canadian Cities in 2010
4th Place – Hamilton Economic Development
3rd Place – London Economic Development Corporation
2nd Place – Ottawa Centre for Research and Innovation
2nd Place – Greater Halifax Partnership
1st Place – Edmonton Economic Development Corporation
Tomorrow’s Options
1. Status Quo
2. 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.com
Connect with Isabelle Poirier on LinkedIn
