Community Marketing 2.0
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Transcript of Community Marketing 2.0
www.gisplanning.com
Halifax State of the Economy Conference
Russell RiblettDirector of Sales
www.gisplanning.com
ED Marketing Challenges
• Must communicate community benefits• Changing communication alters how
businesses communicate and research• Technology and globalization affects
marketing• Ignorance can waste time & resources
Over 750 respondents representing all 50 states
Survey Respondent Characteristics
Population of Service Area
Under 10,000
10,000 to 25,000
25,001 to 50,000
50,001 to 100,000
100,001 to
250,000
250,001 to
500,000
500,001 to
750,000
750,001 to 1 mil-
lion
1 million to 5 mil-
lion
Over 5 million
6.5%
8.5%
10.5%
14.8%
20.8%
11.4%
6.2%4.7%
12.3%
4.3%
Structure of EDO
Consulting company
Research organization
University or educational institution
Community Development Corporation
Utility company
Non-profit organization
Other (please specify)
Public-private partnership
Chamber of Commerce
Economic Development Corporation
Government
0.1%
0.3%
0.9%
1.2%
4.1%
4.3%
4.4%
5.6%
9.5%
33.2%
36.3%
Other (please specify)Research
Public policyReal estate development
PlanningFinancing
Quality of life issuesTourism
Support local government and economic devel-opment agencies
Redevelopment/infill or downtown revitalizationSmall business development
Site selection assistanceMarketing
Workforce developmentCommunity development
Entrepreneurial developmentBusiness expansionBusiness retentionBusiness attraction
4.3%
6.8%
9.2%
10.5%
10.6%
11.1%
11.6%
14.0%
17.0%
21.6%
23.7%
24.5%
24.6%
25.1%
30.9%
32.2%
74.5%
76.3%
78.4%
Most prioritized activities
Marketing Effectiveness
Websites rated most effectiveMarketing Strategy Rating EffectiveWebsite 82%Out-of-Town Meetings with Businesses 74%Site Selection Consultants and Familiarization Tours 68%Public Relations 65%Special Events 60%E-Mail 50%Social Media 47%Targeted Lead Development Databases 42%Trade Shows and Conferences 42%Slogans, Logo and Graphic Identity 41%Online Videos (YouTube, etc.) 32%Online Advertising 31%Company Blog 21%Brochures 21%Direct Mail 19%Print Advertising 17%TV/Radio Advertising 11%Videos (VHS, DVD, etc) 10%Telemarketing 5%
2007 2009 2011
Brochures; 20% 18%Brochures; 21%
Company Blog; 15%
Company Blog; 21%
Direct Mail; 26%
14%
Direct Mail; 19%
E-Mail; 48%
45%
E-Mail; 50%
Online Advertising; 13%
Online Advertising; 31%
Online Videos (YouTube, etc.); 22%
Online Videos (YouTube, etc.); 32%
Out-of-Town Meetings; 72%
56%
Out-of-Town Meetings; 74%
Print Advertising; 16%
11%
Print Advertising; 17%
Public Relations; 64%
53%
Public Relations; 65%Site Selection Consultants and Familiariza-
tion Tours; 64%
49%
Site Selection Consultants and Familiariza-tion Tours; 68%
Slogans, Logo andGraphic Identity, 38%
29%
Slogans, Logo andGraphic Identity, 41%
Social Media; 34%
Social Media; 47%
Special Events; 56%
50%
Special Events; 60%
Targeted Lead DevelopmentDatabases, 43%
33%
Targeted Lead DevelopmentDatabases, 42%
Telemarketing; 6% 6% Telemarketing; 5%
Trade Shows and Conferences; 36%
32%
Trade Shows and Conferences; 42%
TV/Radio Advertising; 10%TV/Radio Advertising; 11%
Videos (VHS, DVD, etc); 14%
10% Videos (VHS, DVD, etc); 10%
Website; 79%
71%
Website; 82%
Change in Econ. Dev. Marketing Effectiveness
Budgeting
PopulationMedian
Marketing Budget
Marketing as % of Total Budget
Gain/Loss from 2007
Under 10,000 $12,500 6% 20%10,000 to 25,000 $8,250 5% -142%25,001 to 50,000 $25,000 10% -18%50,001 to 100,000 $25,515 6% -67%100,001 to 250,000 $50,000 9% -40%250,001 to 500,000 $85,000 9% -18%500,001 to 750,000 $120,000 10% -67%750,001 to 1 million $76,000 8% -209%1 million to 5 million $300,000 14% 0%Over 5 million $100,000 3% -100%
More people, more dollars
The most effective spend moreMarketing Self
Rating
Median Marketing
Budget
Marketing as % of Total
BudgetMedian EDO
Effective Marketers $74,500 10% $773,000
Ineffective Marketers $25,000 5% $461,000
Marketing Strategy Average BudgetAllocation Rating Effective
Website 16% 82%Trade Shows and Conferences 12% 42%Out-of-Town Meetings with Businesses 10% 74%Print Advertising 10% 17%Brochures 9% 21%Special Events 8% 60%Public Relations 8% 65%Site Selection Consultants and Familiarization Tours 6% 68%E-Mail 5% 50%Direct Mail 3% 19%Online Advertising 3% 31%Slogans, Logo and Graphic Identity 3% 41%Targeted Lead Development Databases 2% 42%TV/Radio Advertising 2% 11%Social Media 2% 47%Online Videos (YouTube, etc.) 1% 32%Videos (VHS, DVD, etc) 1% 10%Company Blog 0% 21%Telemarketing 0% 5%
EDOs allocate most money to websites
Marketing Strategy Average BudgetAllocation Rating Effective
Website 16% 82%Trade Shows and Conferences 12% 42%Out-of-Town Meetings with Businesses 10% 74%Print Advertising 10% 17%Brochures 9% 21%Special Events 8% 60%Public Relations 8% 65%Site Selection Consultants and Familiarization Tours 6% 68%E-Mail 5% 50%Direct Mail 3% 19%Online Advertising 3% 31%Slogans, Logo and Graphic Identity 3% 41%Targeted Lead Development Databases 2% 42%TV/Radio Advertising 2% 11%Social Media 2% 47%Online Videos (YouTube, etc.) 1% 32%Videos (VHS, DVD, etc) 1% 10%Company Blog 0% 21%Telemarketing 0% 5%
More funding given to personal contact
Marketing Strategy Average BudgetAllocation Rating Effective
Website 16% 82%Trade Shows and Conferences 12% 42%Out-of-Town Meetings with Businesses 10% 74%Print Advertising 10% 17%Brochures 9% 21%Special Events 8% 60%Public Relations 8% 65%Site Selection Consultants and Familiarization Tours 6% 68%E-Mail 5% 50%Direct Mail 3% 19%Online Advertising 3% 31%Slogans, Logo and Graphic Identity 3% 41%Targeted Lead Development Databases 2% 42%TV/Radio Advertising 2% 11%Social Media 2% 47%Online Videos (YouTube, etc.) 1% 32%Videos (VHS, DVD, etc) 1% 10%Company Blog 0% 21%Telemarketing 0% 5%
Social media: small budget & effective
Marketing StrategyAnticipating
Increase in Next 5 Years
Anticipating Decrease in Next 5
YearsWebsite 70% 2%Social Media 51% 6%Site Selection Consultants and Familiarization Tours 45% 11%Out-of-Town Meetings with Businesses 44% 13%Special Events 40% 10%Public Relations 40% 10%E-Mail 39% 5%Online Videos (YouTube, etc.) 35% 12%Online Advertising 34% 15%Targeted Lead Development Databases 33% 15%Trade Shows and Conferences 30% 20%Slogans, Logo and Graphic Identity 26% 15%Company Blog 23% 14%Print Advertising 12% 43%Brochures 11% 34%Direct Mail 11% 35%Videos (VHS, DVD, etc) 11% 38%TV/Radio Advertising 9% 39%Telemarketing 7% 41%
Budget items: increasing vs. decreasing
Marketing Strategy Average BudgetAllocation Rating Effective
Website 19% 82%Trade Shows and Conferences 14% 42%Out-of-Town Meetings with Businesses 13% 74%Print Advertising 13% 17%Public Relations 11% 65%Brochures 11% 21%Special Events 11% 60%Site Selection Consultants and Familiarization Tours 9% 68%E-Mail 7% 50%Online Advertising 5% 31%Direct Mail 5% 19%Slogans, Logo and Graphic Identity 5% 41%Targeted Lead Development Databases 4% 42%TV/Radio Advertising 4% 11%Social Media 3% 47%Online Videos (YouTube, etc.) 2% 32%Videos (VHS, DVD, etc) 2% 10%Company Blog 1% 21%Telemarketing 1% 5%
High budgets with low effectiveness
Compared to the dot-com boom days, how much do businesses spend on online advertising?
1. Less2. The Same3. A Lot More
Source: PricewaterhouseCoopers/Interactive Advertising Bureau
Overlooked Marketing?Online Advertising
2007 2009 2011
Brochures; 20% 18%Brochures; 21%
Company Blog; 15%
Company Blog; 21%
Direct Mail; 26%
14%
Direct Mail; 19%
E-Mail; 48%
45%
E-Mail; 50%
Online Advertising; 13%
Online Advertising; 31%
Online Videos (YouTube, etc.); 22%
Online Videos (YouTube, etc.); 32%
Out-of-Town Meetings; 72%
56%
Out-of-Town Meetings; 74%
Print Advertising; 16%
11%
Print Advertising; 17%
Public Relations; 64%
53%
Public Relations; 65%Site Selection Consultants and Familiariza-
tion Tours; 64%
49%
Site Selection Consultants and Familiariza-tion Tours; 68%
Slogans, Logo andGraphic Identity, 38%
29%
Slogans, Logo andGraphic Identity, 41%
Social Media; 34%
Social Media; 47%
Special Events; 56%
50%
Special Events; 60%
Targeted Lead DevelopmentDatabases, 43%
33%
Targeted Lead DevelopmentDatabases, 42%
Telemarketing; 6% 6% Telemarketing; 5%
Trade Shows and Conferences; 36%
32%
Trade Shows and Conferences; 42%
TV/Radio Advertising; 10%TV/Radio Advertising; 11%
Videos (VHS, DVD, etc); 14%
10% Videos (VHS, DVD, etc); 10%
Website; 79%
71%
Website; 82%
Change in Econ. Dev. Marketing Effectiveness
Industry Targeting
City32%
County35%
Region19%
State11%
Multiple states2%
Nation0.3%
Multiple countries1%
What is the area served by your organization?
Citywide4%
Countywid
e6%
Regional17%
Statewide9%
Multiple
states10%
Nationwide23%
Global30%
What is the geographic scope of your marketing
efforts?
Site Selectors & EDOs have different targets
% Targeted by
Industries Site Selectors Economic Developers
Manufacturing – advanced* 24.2% 43.7%Manufacturing - alternative energy/renewable energy* 16.9% 40.6%
Manufacturing – traditional 36.3% 35.6%Distribution/wholesale trade 35.5% 30.2%Information technology/high-technology 27.4% 29.1%Aerospace/aviation* 11.3% 26.9%Healthcare 12.1% 25.0%Biotechnology 17.7% 23.7%Retail 15.3% 21.4%Manufacturing – advanced 21.8% 20.9%
Most targeted industries of EDOs
*denotes at least a 10% difference between the targeting of the industry by EDOs and Site Selectors.
% Targeted by
Industries Site Selectors Economic Developers
Corporate headquarters* 44.4% 18.3%Manufacturing - traditional 36.3% 35.6%Distribution/wholesale trade 35.5% 30.2%Call centers* 33.1% 9.1%Finance/insurance* 31.5% 9.3%Business services* 29.8% 17.2%Information technology/high-tech 27.4% 29.1%Manufacturing - advanced 24.2% 43.7%Research and development 22.6% 12.3%Retail 21.8% 20.9%
Industries most served by site selectors
*denotes at least a 10% difference between the targeting of the industry by EDOs and Site Selectors.
Which Industry Had Greater Percent Employment Growth from 2004 to 2010?
1. Agriculture, Forestry, Fishing & Hunting
2. Manufacturing
Decline of ManufacturingU.S. Employment Growth in Selected Industries
2004-2010
Source: Bureau of Economic Analysis
Manufacturing
Information
Retail trade
Finance, insurance, real estate, rental, and leasing
Government
Agriculture, forestry, fishing, and hunting
Professional and business services
Arts, entertainment, rec., accommodation, and food service
Educational services, health care, and social assistance
-20%
-13%
-5%
-5%
3%
3%
3%
5%
15%
Industries Targeted by Area Population*
*percent indicating industry as top 5 priority
IndustryLess than
25,00025,000 to 100,000
More than 100,000
Accommodation and food service 24% 11% 6%Aerospace/aviation 10% 17% 32%Agriculture (traditional and value added) 31% 18% 18%Arts, entertainment, and recreation 19% 8% 5%Biotechnology 7% 15% 28%Business services 19% 13% 19%Call centers 7% 16% 7%Construction 4% 2% 3%Corporate headquarters 12% 12% 23%Distribution/wholesale trade 24% 40% 28%Education 6% 6% 4%Entrepreneurial businesses 41% 31% 22%Finance/insurance 4% 5% 13%Food processing 17% 27% 17%Healthcare 24% 22% 24%Housing 13% 7% 4%Information technology/high-technology 14% 25% 35%Manufacturing - advanced (pharmaceuticals, medical devices, etc.) 14% 45% 51%Manufacturing - alternative energy/renewable energy 40% 38% 42%Manufacturing - traditional (auto, steel, oil, gas, etc.) 38% 45% 31%Military/defense 4% 10% 12%Mining 6% 6% 2%Non-Profit 0% 1% 2%Real estate 1% 2% 2%Research and development 11% 10% 14%Retail 41% 30% 12%Sciences (and life sciences/biotech) 5% 11% 13%Tourism 33% 16% 12%Transportation 7% 7% 9%Utilities (cable/internet/phone, electricity, water) 6% 5% 2%
How Site Selectors & CRE Pros Gather Information
Participating Companies
Adidas Group Fortum Power and Heat AB NAI Capital CommercialAetna Inc. Galaxy Organization, The NetAppAllen Economic Development Group Garner Economics Nokia Siemens NetworksAngelouEconomics General Motors Corp. PepsiCoAOS Studley GmbH Geyer Pont Group, TheAtlas Insight Greenfield Development Company Procter & Gamble Asia Pte LtdAustin Consulting Grubb & Ellis PropertyCalc.comAutodesk GSP Consulting Corp. Real Estate Research ConsultuntsBain & Company GVA Grimley Realvest PartnersBank of America Hanesbrands Inc Redevelopment ResourcesCA Commercial Realty Partners Harrington Consulting Group Rubin AdvisorsCanup & Associates Have Site Will Travel ServiceMaster Co, TheCassidy Turley Location Advisory & Incentives Practice Hitachi Data Systems Sherwin-Williams Co.CB Richard Ellis Honeywell Limited Sitar/ONCOR InternationalCGR Management Consultants Humana Inc. Sodexo CanadaCisco Systems IAG New Zealand Ltd Stanley Black & DeckerCLW Real Estate Services Group Insight Research Corp. Steelcase Inc.Colliers International Intel Corp. Stewart Lawrence GroupComputer Associates Intl. Inc. International Paper Company Stream Global ServicesContinental AG JEO Consulting Group SunTrust BankCorporate Realty Group Jones Lang LaSalle SZD WhiteboardCorroLuna KeyBank TD BankCRESA Partners Kraft Foods Inc. TIP StrategiesCWS Consulting Group LLC Lundy Group, The UGL Equis Corp.Danaher Madison Equities United States Cellular CorporationDickinson Consulting Group Manhattan Centerstone UnitedHealth GroupDolby Laboratories Inc. Marubeni America Corporation UPC BroadbandeBay McCallum Sweeney Consulting Vatterott Educational CentersEMC International SARL McCarthy Consulting Vercitas Group, TheEquis Corporation McKesson Corporation Walker Companies, TheExpress Scripts Inc. McShane Construction Co. Waste Management IncExxonMobil Mike Barnes Group Wells Fargo BankFifth Third Bank Mohr Partners Zappile Group, The
Participating Companies
What is the area served by your organization?
City1%
County2% Region
6%State1%
Mul-tiple state
s11%
Nation22%
Multiple countries59%
My role in site selection
Other
Architect
Developer/construction
Corporate real estate professional – in an architecture, engineering, or development company
Real estate agent/broker
Corporate real estate professional – advising/serving mul-tiple companies
Corporate real estate professional – advising/serving one company
Site selection consultant
2.7%
0.9%
1.8%
2.7%
7.2%
22.5%
30.6%
31.5%
My position in the organization
Staff
Vice President
Executive
President/ CEO/ Managing Director
15%
25%
26%
33%
Other (please specify)
Businesses in their community/service area
Publications/media
Information the organization has sent you in the past
Proprietary database
Peers and colleagues
Third-party data sources
Websites of economic development organizations
Brokers
5.4%
18.8%
26.8%
27.7%
41.1%
46.4%
51.8%
62.5%
65.2%
How do site selectors gather information about communities?
Businesses in their community/service area
Information the organization has sent you in the past
Publications/media
Proprietary database
Third-party data sources
Peers and colleagues
Websites of economic development organizations
Brokers
6%
8%
9%
17%
19%
10%
20%
8%
5%
7%
7%
9%
11%
15%
18%
26%
Corporate real estate professional Site selection consultant
How do site selectors gather information about communities?
What sites selectors & CRE pros value
1. Where they get the most valuable information & communication
2. What type of information they want
Site selectors rate websites #1…ahead of themselves!
Marketing Strategy Rating EffectiveWebsite 76%Site Selection Consultants and Familiarization Tours 71%Out-of-Town Meetings with Businesses 54%Special Events 47%Targeted Lead Development Databases 46%Public Relations 37%Trade Shows and Conferences 37%E-Mail 31%Online Videos (YouTube, etc.) 16%Online Advertising 16%Direct Mail 15%Social Media 14%Brochures 13%Print Advertising 10%Company Blog 9%Slogans, Logo and Graphic Identity 9%Videos (VHS, DVD, etc) 8%Telemarketing 5%TV/Radio Advertising 5%
Site selectors value online advertising much higher in 2011 than in 2007
Marketing Strategy 2011 2007 DifferenceOnline Advertising 16% 4% 12%Out-of-Town Meetings with Businesses 54% 51% 3%TV/Radio Advertising 5% 2% 2%Special Events 47% 45% 2%Site Selection Consultants and Familiarization Tours 71% 69% 2%Videos (VHS, DVD, etc) 8% 7% 1%Telemarketing 5% 4% 1%Print Advertising 10% 9% 1%E-Mail 31% 31% 0%Targeted Lead Development Databases 46% 48% -2%Slogans, Logo and Graphic Identity 9% 11% -2%Direct Mail 15% 19% -4%Trade Shows and Conferences 37% 42% -5%Brochures 13% 19% -6%Public Relations 37% 43% -6%Website 76% 85% -9%Online Videos (YouTube, etc.) 16% N/A N/ASocial Media 14% N/A N/ACompany Blog 9% N/A N/A
Site selectors most highly value information on demographics and labor force
Website Feature Rating EffectiveDemographic reports 88%Labor force (availability and wages) 83%Incentives 78%Major employers 75%Maps 72%Land/sites and buildings inventory 71%Infrastructure (utilities and transportation) 70%Major industries or business/industry clusters 65%GIS mapping tools for site selection analysis assistance 60%Staff directory and contact information (phone, fax, email, address) 59%Quality of life (climate, schools, housing, culture, healthcare, etc.) 58%Comparisons to other areas 57%Business list 51%Employment training programs 51%Transactions (business licenses, permit applications, etc.) 39%Hyperlinks to other organizations 31%News about community (past or present) 28%Testimonials and success stories 24%Business assistance services/how to start a business 21%Social media integration 11%Formatting option for mobile devices/mobile apps 10%Videos 9%User-generated content (blogs, forums) 5%
Website Feature 2011 2007 DifferenceBusiness list 51% 40% 11%Transactions (business licences, permit applications, etc.) 39% 31% 8%Hyperlinks to other organizations 31% 24% 7%Testimonials and success stories 24% 21% 4%Business assistance services/how to start a business 21% 17% 4%Demographic reports 88% 85% 3%Comparisons to other areas 57% 54% 3%Videos 9% 7% 2%Employment training programs 51% 51% 1%Labor force (availability and wages) 83% 83% 0%Major employers 75% 75% 0%User-generated content (blogs, forums) 5% 6% 0%Major industries or business/industry clusters 65% 66% -1%Maps 72% 74% -2%Incentives 78% 79% -2%Land/sites and buildings inventory 71% 75% -3%Staff directory and contact information 59% 62% -4%Quality of life 58% 62% -4%GIS mapping tools for site selection analysis assistance 60% 64% -5%Infrastructure (utilities and transportation) 70% 77% -7%News about community (past or present) 28% 41% -14%Social media integration 11% N/A N/AFormatting option for mobile devices/mobile apps 10% N/A N/A
Site selectors are placing greater value on business lists and transactions
By the time a long-list of locations is selected, how much more have Corp. RE pros communicated with your
website compared to your EDO?
• 24%• 87%
• 133%
When would you first contact an EDO? (contact staff vs. visit website)
When beginning an initial site selection search for possible
locations
When developing a long-list of possible
areas in which to locate based on re-
strictive-criteria
During evaluation/analy-sis of a long-list of
locations
After narrowing op-tions to a short-list of a few finalists
During evaluation/analy-sis of a short-list
of locations
To confirm informa-tion I have already
gathered
Only if the company or client specifically asked me to contact
an EDO.
Never20%
30%
40%
50%
60%
70%
80%
90%
100%
Contact an EDO Visit an EDO's website
Website Features
User-generated content (blogs, forums)Videos
Transactions (business licenses, permit applications, etc.)Formatting option for mobile devices/mobile apps
Business listComparisons to other areas
Social media integrationNews about community (past or present)
Hyperlinks to other organizationsTestimonials and success storiesEmployment training programs
Quality of life (climate, schools, housing, culture, healthcare, etc.)Business assistance services/how to start a business
GIS mapping tools for site selection analysis assistanceMajor employers
IncentivesStaff directory and contact information (phone, fax, email, address)
Major industries or business/industry clustersMaps
Infrastructure (utilities and transportation)Demographic reports
Labor force (availability and wages)Land/sites and buildings inventory
24%33%
48%51%
53%55%
60%60%
67%67%
70%73%74%
77%80%81%
83%83%85%86%
90%91%91%
How important is it to have the following items on an ED website? (EDOs)
User-generated content (blogs, forums)Transactions (business licenses, permit applications, etc.)
Comparisons to other areasFormatting option for mobile devices/mobile apps
Videossite selection analysis assistance (GIS mapping tools for)
Testimonials and success storiesBusiness list
Employment training programsBusiness assistance services/how to start a business
Social media integrationMajor industries or business/industry clusters
IncentivesLabor force (availability and wages)
News about community (past or present)Land/sites and buildings inventory
Major employersInfrastructure (utilities and transportation)
Quality of life (climate, schools, housing, etc.)Maps
Demographic reportsHyperlinks to other organizations
Staff directory and contact information
0% 20% 40% 60% 80% 100%22%
38%36%
18%50%
44%50%
65%67%
64%56%
69%77%
73%79%
76%79%77%
83%79%
84%89%
93%
27%19%27%
49%23%
32%28%
14%15%
18%28%
16%10%
15%9%
12%10%13%
7%13%
10%6%
3%
Have Will implement in 2-5 years
Which website features do you have?
Staff directory and contact information
Quality of life (climate, schools, housing, etc.)
Incentives
Demographic reports
Infrastructure (utilities and transportation)
Business list
Labor force (availability and wages)
Business assistance services/how to start a business
Videos
User-generated content (blogs, forums)
Social media integration
Formatting option for mobile devices/mobile apps
0% 20% 40% 60% 80% 100%3%6%7%9%10%10%10%12%13%13%14%15%15%16%18%19%
23%27%27%28%28%
32%49%
93%89%
83%79%77%79%
84%76%77%79%
65%67%
73%69%64%
38%50%
36%22%
50%56%
44%18%
Will implement in 2-5 years Have
Fastest Growing
Interactive de-mographic re-
ports
Site selection analysis assistance (GIS)
Interactive maps
0% 10% 20% 30% 40% 50% 60% 70% 80%
30%
44%
44%
37%
32%
34%
Have in 2011 Will implement in 2-5 years
Interactive website features in 2011
Your Competitive Advantage You Must Play Catch Up
No Advantage + Same Cost
Online Site Selection Analysis (GIS)
• 81% of site selectors found this technology valuable, up from 77% in 2007.
• 44% of economic developers have such a system, and 32% indicated they will add it to their websites within 3 - 5 years: bringing total to 76%.
True or False: 9% of Economic Developers change the oil in their car more often than they update their website
True
How often EDOs update their websites
Daily
Weekly
Bi-weekly
Monthly
Quarterly
Bi-annually
Annually
12%
30%
13%
25%
12%
5%
4%
16%
30%
10%
24%
12%
4%
5%
2007 2011
Down
Up
Daily
Weekly
Bi-weekly
Monthly
Quarterly
Bi-annually
Annually
8%
28%
11%
27%
16%
6%
5%
19%
35%
16%
19%
6%
3%
1%
Effective Marketers Ineffective Marketers
How often EDOs update their websites
Website ItemsEffective
MarketersIneffective Marketers
Difference
Comparisons to other areas 51% 27% 23%Business list 78% 57% 21%GIS tools for site selection analysis assistance 56% 37% 19%Testimonials and success stories 62% 43% 19%Major industries or business/industry clusters 81% 63% 18%Videos 61% 43% 18%News about community (past or present) 90% 74% 17%Formatting option for mobile devices/mobile apps 28% 12% 16%Labor force (availability and wages) 82% 68% 14%Maps 88% 74% 14%Employment training programs 75% 62% 14%Social media integration 64% 51% 13%Land/sites and buildings inventory 84% 71% 13%Demographic reports 91% 79% 12%Transactions 46% 34% 12%Major employers 86% 75% 11%Infrastructure (utilities and transportation) 84% 73% 11%User-generated content (blogs, forums) 29% 19% 11%Incentives 84% 74% 10%Quality of life 90% 80% 10%Business assistance services 67% 62% 5%Staff directory and contact information 96% 92% 4%Hyperlinks to other organizations 91% 88% 4%
Website Items of Effective Marketers
Mobile
Mainframe Computing
Mini Computing
Personal Computing
Desktop Computing
Mobile Computing
The five major technology cycles in computing
60s 70s 00s90s80s
The % of mobile phone users who use their phones to do the following
52% increase in 13 months
Location Based Services
Mobile Formatting and QR Codes
Mobile Formatting
• Mobile formatted websites will change their appearance if viewed on a mobile phone
• Enhances experience of your website for people on the go who may be visiting your community
• Highlights functionality that is most appropriate for mobile users
The world is going
mobile…
so is economic
development
Matching PropertiesEnter Search Property Report
Interactive Local Map LayersProperty Report
Create ReportSelect Report Map Analysis
Create ReportSelect Distance Map Analysis
Create ReportSelect One Industry Interactive Map Analysis
QR Codes
• “Quick Response” codes were developed by the automotive industry
• QR codes can store website links that can be scanned by a mobile phone’s camera
• Place QR codes on websites, signs, or print advertising so mobile users can take your information with them
Scannable link to property report
Social Media
Staff directory and contact information
Quality of life (climate, schools, housing, etc.)
Incentives
Demographic reports
Infrastructure (utilities and transportation)
Business list
Labor force (availability and wages)
Business assistance services/how to start a business
Videos
User-generated content (blogs, forums)
Social media integration
Formatting option for mobile devices/mobile apps
0% 20% 40% 60% 80% 100%3%6%7%9%10%10%10%12%13%13%14%15%15%16%18%19%
23%27%27%28%28%
32%49%
93%89%
83%79%77%79%
84%76%77%79%
65%67%
73%69%64%
38%50%
36%22%
50%56%
44%18%
Will implement in 2-5 years Have
What your colleagues have
Does your organization engage in the following social media strategies?
Photo sharing (Flickr, Picasa, etc.)
Blog
LinkedIn discussions (posting regularly)
Video sharing (YouTube, Vimeo, etc.)
LinkedIn group (for your organization)
Twitter account
Facebook Page (for my organization)
27%
29%
37%
50%
56%
58%
73%
% rating social media channel as an effective marketing strategy for economic
development
Photo sharing (Flickr, Picasa, etc.)
Blog
Video sharing (YouTube, Vimeo, etc.)
18%
27%
30%
31%
32%
44%
Photo sharing
Blog
Video sharing
17%
25%
30%
30%
24%
39%
23%
32%
34%
36%
39%
53%
Effective Marketers Ineffective Marketers
% EDOs rating social media channel as an effective marketing strategy
• Site selectors spend 23 minutes per day engaging with social media for work compared to 26 minutes for economic developers
• 61% of site selectors agreed that social media will grow in importance in their jobs in the coming years.
• Site selectors utilize LinkedIn and blogs more than EDOs.
Site selectors and social media
Benchmarking
Which of these is the correct ranking of how EDOs
benchmark their success?
1. Jobs created
2. Capital investment
3. Announced projects
1. Announced projects
2. Jobs created
3. Capital investment
1. Capital investment
2. Jobs created
3. Announced projects
Job creation is still most often used to benchmark an organization’s success
Benchmarking Criterion
% of Economic Developers
Rating Criterion as Important
Jobs created 83%Capital investment 68%Announced projects 60%Increased revenue and/or sales tax to government 46%Businesses started 44%Increased wages and benefits 25%Growth of economic output 25%Decreased building vacancies and new real estate development
24%
Diversity of industry 19%Workforce skills level increase 13%New quality of life/place amenities 12%We do not benchmark our organization's overall performance
9%
Improvement of distressed neighborhoods 8%
Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12130000000
132000000
134000000
136000000
138000000
140000000
142000000
144000000
146000000
148000000
US Employment 2000-2012
US Unemployment Rate 2000-2012
Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-120.0
2.0
4.0
6.0
8.0
10.0
12.0
Which of these is the correct ranking of how EDOs
benchmark their marketing?
1. Leads generated2. Recall of
organization3. Site visits
1. No benchmarking2. Company
locations3. Leads generated
1. Businesses contacted
2. RFPs sent3. Website traffic
Yet most EDOs don’t benchmark their marketing
Benchmarking Criterion
% of Economic Developers Rating Criterion as Most
ImportantNo formal benchmarking 20%Company locations 19%Leads generated 17%Awareness/recall of your organization 11%Change of perception about community 8%Site visits 6%Internet/website traffic 5%Number of businesses contacted 3%RFPs sent to you 2%Other 2%Media coverage/mentions 2%Phone calls or e-mails to your organization 2%Proposals given 2%
“The new model in our office is: if you can't track it, don't do it. With e-newsletters we can see who opens it, which links they click on, how long they stay on the article, if they forward it to someone else, etc. Same goes for our website content.”
– Jonathan Bittner, Director, Anchorage EDC
Take-aways
EDOs are feeling better about the value of marketing than ever before
EDOs and site selectors agree that websites are the most important communication source
Online advertising is growing in importance and perceived value
People & Relationships Matter
EDOs working with Site Selectors & CRE Pros need to align with target industries they service
EDOs must catch up to site selectors, who use LinkedIn and blogs more
The most effective marketers updated their websites more often and spent more time with social media
EDOs value marketing, but many don’t benchmark it and can’t prove its value to others
Questions
If we get what we measure, are we measuring the right things – like jobs created?
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Site Selection
Trend #1
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Site Selection is about being in exactly the right place
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November 2005
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Answer 4 fundamental questions(and a lot of others)
1. Is there available Property?2. Is there a market for my business to
succeed?3. What is the competition or synergy for my
business at a specific site?4. What are the geographic advantages?
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www.gisplanning.comUser-defined search for sites and property
based on location, use & size
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Matching properties are
shown in a comparison list & on the map
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Drill down into individual
property report to see the details
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Property Reports with Detailed
Property Report Variables
Share Reports Using Social Media
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Choose a different view of the area,
like Google Earth or Street View…
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User-defined demographic
market analysis reports provide
business intelligence
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Modify distance in miles or drive-time
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Choose Business Reports
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Competition & Synergies
Identify Industry Clusters
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Obtain more information by visiting the provided link
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Overlay incentive areas
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Heat map of population density
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• Competitive advantage• Increase Jobs• Reduce local businesses leaving• Tools to succeed • Expands local tax base • Saves time • Improve community image• Proven Results
Benefits of Web GIS
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Who is doing it?• Huge Urban
Cities like NYC & Los Angeles
• Small Cities like Pingree Grove, IL (pop. 4,000)
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Isn’t this GIS-stuff science fiction for someone like me?
• No, it isn’t science-fiction. • Yes, anyone can do this. • Small & Rural communities are doing it• Communities with no GIS are doing it• Communities with bad website are even
doing it
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Social Media
Trend #2
Join the Conversation
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By vote: “Social media is changing my work”
A. Strongly AgreeB. Agree C. Disagree D. Strongly DisagreeE. No Answer
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www.gisplanning.comWhy does this
matter?
It’s simple. This is where your
customers are…
and they want you to join the conversation
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Three things you better get used to
www.gisplanning.comInformation is Real-time
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Image © GIS Planning Inc.
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Communication is a Team Effort
www.gisplanning.com5 Ways Social Media Has Changed the Profession
1. Less control of the conversation and how people talk about communities. Everyone is a pundit with a huge microphone.
2. New marketing communication channel to reach hundreds of millions
3. Create and participate in relevant groups. Find the right people in these groups.
4. Real time feedback – ask questions, get opinions (new program, product, idea)
5. “Brand You” exponentially maximized
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The highly abbreviated version of
social media for economic development
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Social Media Accounts
Source: Facebook, Linkedin, Twitter
- 100 200 300 400 500 600 700 800 900
135
300
800
Millions of Users
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• Launched in 2004• over 800 million users*• 50%+ of users log on any given day*• average user spends over 5.46 hours
per** month
Sources: *Facebook http://www.facebook.com/press/info.php?statistics **Nielsen Blog http://blog.nielsen.com/nielsenwire/online_mobile/august-2011-top-us-web-brands
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Facebook user growth
Source: http://thinksocialmedia.com/tag/social-media/
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People have Profiles.
Business have Pages.
www.gisplanning.comThis is a personal
PROFILE it is not an organizational PAGE
www.gisplanning.comThis is a Facebook
PAGE for an Economic Development Organization
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How to Create a Facebook PageFor your Economic Development Organization
Just a few minutes to get started
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Elements of a Facebook PageFor economic development organizations
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Organization Logo
Information about the organization and
contact informationPeople who “like” the
organization
Links (Tabs) The Wall
The button for people to “like” the organization
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Facebook Page Wall PostsThings you can share to engage your
audience
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Invitation to a networking event
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Inviting discussion about what the
community needs
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Inviting people to an event sponsored by
the organization
Add the event directly to your personal
calendar
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Respond to questions and educate people
about your organization
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2 Ways to Improve Your Facebook Page
Standout from the crowd
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1. Claim your vanity URL
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2. Use a custom landing tab
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Anatalio: It’s 3:30 PM
www.gisplanning.comWhat percentage of Fortune 500
companies have executives on Linkedin?
1. 40%2. 70%3. 100%
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LinkedIn• Launched in 2003• IPO In 2011• Over 135 million members
in over 200 countries (59% outside of USA)• 2 million company pages• 1 million new members each week.
> 1 new member every second• Executives from
all Fortune 500 companies • Avg. household income of
members is $109K• 45% are business decision makers
Source: LinkedIn. Last 2 bullets from Lewis Howes, author of Linked Working at http://www.brafton.com/news/linkedin-marketing-better-access-to-business-decision-makers
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Do you have a Linkedin Company Profile?
• Yes• No
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Join Groups for Business Attraction & Expansion
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How many Linkedin Groups have you joined?
A. 0B. 1 – 5C. 5 – 10D. More than 10
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Linkedin Groups
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Linkedin Groups
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Create your own Group
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What not to do on Twitter(if you want to keep your job)
How economic development became Twitter-famous
Hint…it’s not a happy story
Anatalio: It’s 4:00 PM
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Source: http://today.msnbc.msn.com/id/43328106/ns/today-today_tech/t/tweet-costs-social-media-specialist-her-job/#
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http://weblogs.baltimoresun.com/news/technology/2011/06/overreaction_gonegolfing_tweet.html
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Source: http://www.mcall.com/news/local/mc-allentown-twitter-firing-20110607,0,6183609,full.story
www.gisplanning.comMarketing & Communications (Old Way)
Meeting Businesses
Familiarization Tours
NewslettersE-mail
Press Releases
Advertising
Videos (VHS or DVD)
Brochures
Website
Site selection information
Media & Public Relations
Trade Shows
Direct Mail
Telemarketing
Special Events
www.gisplanning.comEcon. Dev. Moves from Offline to Online
Offline Online
Meeting Businesses
Familiarization Tours
Newsletters
News Releases
Advertising
Videos
Brochures
Website
Site selection GIS assistance
Media & Public Relations
Trade Shows
BlogSocial Media
Telemarketing
Direct Mail
Special Events
www.gisplanning.comRussell Riblett
Director of Sales
[email protected]/in/[email protected]/ZoomProspectorYouTube.com/GISplanning