Archive for the 'Web 2.0 Strategy' Category

Why Use SlideShare As A Part Of Your Economic Development 2.0 Strategy?

Published
by
Ian Smith
on February 24, 2010
in Author-Ian Smith, Economic Development, Investment Attraction and Web 2.0 Strategy
. 0 Comments

You have decided to implement a marketing strategy for your region for investment attraction purposes.  As a part of  the strategy, you have selected to use social media marketing applications. After concluding a benchmark of sites that are using Web 2.0 tools, you have created a list of the following applications that should be used in the strategy.

  • Facebook
  • Twitter
  • YouTube
  • Flickr
  • RSS Feeds

The list seems to be pretty complete however; there is an application that does not come to mind when discussing social media marketing tools.  The application is SlideShare.

SlideShare is a tool that allows individuals to place documents in various file formats (i.e, .ppt, .doc, .pdf) on web.

The use of SlideShare in a marketing context is very practical.   Here are the advantages

1 - Avoid reinventing the wheel

There is a good chance that you may have promotional material in .pdf and or PowerPoint already in your agency that can be easily placed online.  Instead of spending a portion of your budget on new promotional content, use what you have and upload it to SlideShare.

2 - Reinforce Your Search Engine Optimatization Strategy

Having a presence on various Web 2.0 applications will enhance and reinforce your search engine optimization strategy for your website.  SlideShare is an efficient tool to accomplish this goal,  Each word of the document on the application is indexed and allows it to appear on Google’s result page quickly and within the first couple of pages. (if you are creating a new document to be place on SlideShare, keep in mind the keywords that investors are most likely to used to find information regarding investment attraction along with the name of the city, region, province / state or country.  Good examples of keywords would be: “Invest in”, “Investing in”, “Incentive” or “Doing Business In”.

3 - Be Visual

Using Slideshare to publish Microsoft Powerpoint presentation is a very powerful strategy.  The medium allows agencies to communicate facts about their region visually.  Figure 1 is a page from the Chesterfield Economic Development (Chesterfield, Virgina) presentation on SlideShare.

Figure 1: Chesterfield SlideShare Powerpoint Presentation

This particular slide is effective to help sell the region as a location of  growth in terms of the value of new commercial construction by using the ascending set of bars in the chart.

Some may consider SlideShare as the poorman’s YouTube when it comes to delivering content visually however; it can be efficient tool to aid in obtaining your marketing goals for economic development initiatives.

SlideShare is available at www.slideshare.net

Thinking about creating your Economic Development 2.0 strategy?  Attend Intelegia’s seminar,  “Optimize Investment Attraction Strategy Through Information and Social Media Applications“

Engaging Fans On Your Facebook Page For Economic Development

Published
by
Ian Smith
on February 17, 2010
in Author-Ian Smith, Social Media Marketing and Web 2.0 Strategy
. 2 Comments

You have finally dipped your big toe in the large body of water called, “Web 2.0″ for economic development, what do you do now in terms of engaging with individuals who are “following” you or fans?  According to Sysomos, only 77% of Facebook Fan Pages have under 1,000 fans.

If you have selected to utilize a Facebook Fan Page as a part of your economic development 2.0 strategy, here are a few tips to follow to increase the activity on the the page’s wall and discussion board.

1 - Build Your Audience

This tip may seem elementary however; building an audience is often taken for granted.  Economic development agencies begin their adventures on Web 2.0 by just creating a fan page and expect to be found in the sea of results for the query, “economic development” and prompting users to become fans.  Practical approaches to build an audience include:

  • Word of mouth promotion when meeting with stakeholders
  • Posting a link on the agency’s website where it can be highly visible
  • Placing a link in the signature of staff members’ email
  • Putting a brief note about the page in any online or offline publications

It is important to note that you should attempt to convince individuals to become “A Fan” for reason.  Individuals will decide to join based on a specific need such as keeping informed on the economic development initiatives in your region.

2 - Know Your Audience

Knowing your audience (fans) is vital.  This type of intelligence will influence the type of content that will be posted on the Facebook Fan Page.  By taking a look at who has become fans, you should be able to know  what percentage of the audience are:

  • Citizens of the region
  • Economic development professionals (elsewhere)
  • Site selectors / potential investors
  • Generic fan followers (Individuals that do not fit into the first three categories.)

A quick look at the fan’s profile could provide you with enough information to place the individual into one of the four groups listed above.

3 - Post Relevant and Timely Content

After assessing your fan base, you should be able to tailor your post for your wall or discussion board.  In the situation where your audience is comprised of economic development professionals, you may want to consider posting a link to an article regarding a particular issue dealing with a incentive program.  Making the program the subject of discussion will encourage professionals to share expertise on the topic.

Figure 1 seen below is an example of a posting of good economic news in the Chaleur region and a response of one of its Facebook Fans.


Figure 1: Link Posting On Chaleur Region Facebook Fan Page With Fan’s Comment

4 - Comment

At times, it is best to encourage a dialog amongst fans by simply being the first to comment on what you have posted.  You may post a comment summarizing the article for those who do not have the time to read it or just make a remark to spark a debate that will turn into a fruitful exchange of ideas.  Posting questions is a great way to begin to engage fans.

5 - Evaluate What You Have Done

The practice of engaging fans on Facebook is not completed as you click on the “POST” button.  It requires reviewing and evaluating what has been done and could be done to enhance the page for the fans.  Some elements of the page may include:

  • Adding applications to facilitate fan interaction
  • Including tabs for easier navigation on the page
  • Provide a news feed with relevant articles that could be the basis of a discussion

The post provided a brief list of suggestions of how to engage your audience on your Facebook Fan Page for economic development.  For more tips, read:

Are you thinking about building your economic development 2.0 strategy? Attend Intelegia’s seminar, “Optimize Investment Attraction Strategy Through Information and Social Media Applications” to learn about the key elements for a successful strategy.

The Use Of Testimonials In YouTube Clips For Investment Attraction

Published
by
Ian Smith
on January 27, 2010
in Author-Ian Smith, Economic Development, Investment Attraction and Web 2.0 Strategy
. 0 Comments

What makes a good YouTube clip for investment attraction purposes?

1. A concise message with all the key locational factors that site selectors and or investors are primarily concerned about?

2. Footage of the existing land opportunities and transportation infrastructure in the region?

3. Testimonials from existing investors about the positive aspects of investing in the region?

All three elements are needed however; testimonials can go a long way in regards of putting a region on the map for investment attraction.

The following clip is from the Niagara Economic Development Corporation, the agency responsible for activities to advance the economic prosperity of the Niagara (Ontario) community.

The key elements of the video are:

  1. The various companies from an array of sectors that has selected Niagara to do business.
  2. How companies have built links within the business community and universities in the region.
  3. The level of government assistance offered to investing companies.

Through the use of testimonials to promote Niagara, the YouTube clip can effectively grab the attention of potential investors and site selectors.

Are seeking to improve your region’s investment retention or attraction strategy?  Attend Intelegia’s seminar, “Optimize Investment Attraction Strategy Through Information and Social Media Applications“.

Best of Tools For Thought 2009 - Economic Development 2.0

Published
by
Ian Smith
on December 23, 2009
in Author-Ian Smith, Economic Development, Social Media Marketing and Web 2.0 Strategy
. 0 Comments

In 2009, we examined the use of social networks for economic development initiatives.  Web 2.0 tools such as Facebook, Twtter and YouTube serve as efficient vehicules to market a region without spending a huge amount of money.  The following post highlights the best practices in economic development 2.0 and related fields.

YouTube: Nova Scotia On The Map For Investment Attraction

This post provided an excellent example of how a private sector organization can use a Web 2.0 application to convince potential investors that Nova Scotia, Canada as the best location for foreign direct investment.

To learn more about this initiative and view the video spotlighting the key locational factors, click here.

Web 2.0 For E-Government?

Can Twitter be used in an e-government context?  Why not. Both Tools For Thought and Des Outils et Des Hommes identified San Francisco and New York as the cities that are utilizing Twitter to compliment a government service such as an 311 information telephone hotline.

Click here to read more about this simple use of Twitter.

What Is Available On YouTube For Site Selectors?

YouTube has quickly become a search engine for information.  Rather than using Google, some individuals are turning to the Web 2.0 site.  Intelegia conducted a search on YouTube to see what relevant videos are available for site selectors in terms of promotional content for investment attraction.

Click here to read the results of the exercise.

Are you seeking to create or improve your economic development 2.0 strategy for investment attraction?  Register for Intelegia’s seminar, Optimize Investment Attraction Strategy Through Information and Social Media Applications

What Is Available On YouTube For Site Selectors? A Month Later

Published
by
Ian Smith
on December 18, 2009
in Author-Ian Smith, Investment Attraction and Web 2.0 Strategy
. 2 Comments

To see how dynamic the search results are on YouTube for videos aimed at promoting a region for  investment attraction, we repeated the exercise performed for the post, “What Is Available On YouTube For Site Selectors?“  Here are some of the videos that were worth mentioning found on December 16th, 2009.

“Invest In”

Invest In South Africa

This clip is in the form of a traditional television commercial.  It promotes the country of South Africa as a location for possibilities when it comes to investing in a variety of sectors.

“Economic Development”

Pearland, Texas

Located on the southeast coast of Texas, Pearland presents a very clear message in terms of economic development and business attraction.  The video highlights the main locational factors that the town has to offer and as well a brief look at its competitive incentive programs.

The difference between the results obtained on November 18th, 2009 and December 16th, 2009 should not be a big surprise.  Online marketers should always keep in mind that search results are dynamic and SEO strategies must be considered to maintain or improve their search engine ranking position.

Are you thinking about implementing a social media marketing campaign for investment attraction purposes for your region?  Consider taking Intelegia’s seminar, “Optimize Investment Attraction Strategy Through Information and Social Media Applications“.

SEO For Your Investment Attraction YouTube Videos

Published
by
Ian Smith
on December 2, 2009
in Author-Ian Smith, Investment Attraction and Web 2.0 Strategy
. 0 Comments

If your economic development organization has a YouTube video or a channel, have you attempted to find it via the tool’s search engine using keywords?  Any luck finding it?  Is it on the first page of results?  Second page? Third page?  Can’t find it.

You have just experienced something that site selectors and potential investors may have to deal with in the very near future.

According to ComScore, YouTube was ranked second amongst the leading search engines on the web behind Google and in front of Yahoo in October 2009.  The implications of YouTube being used as a normal search engine are important.  It is plain and simple.  If site selectors and their advisers can find your promotional content then you run the risk of not being seen.

A solution to the case described above is to improve your ranking on YouTube through search engine optimization strategies.   Below is a series of blog posts / articles in which you can read up on some handy tips:

YouTube: Nova Scotia On The Map For Investment Attraction

Published
by
Ian Smith
on November 30, 2009
in Author-Ian Smith, Economic Development, Investment Attraction and Web 2.0 Strategy
. 3 Comments

Here is another indication that the use of YouTube as a part of an economic development 2.0 strategy is being adopted by different organizations around the world.

Nova Scotia Business Inc. is a private sector-led business development agency for the maritime province located on the east coast of Canada. Along with a Twitter feed and a Facebook Fan Page, the agency has a YouTube channel with the following powerful video titled, “Nova Scotia Gets It!!”

There are four main themes that Nova Scotia Business Inc. highlights during the video:

  • Access to talented and available labour in the province
  • Competitive operating costs for companies which are located in the province
  • Providing a gateway to the North American continent
  • Quality of life in the province of Nova Scotia

For each theme, the agency provides a testimonial from representatives of companies that have invested in Nova Scotia and words from Stephen Lund, President and CEO of Nova Scotia Business Inc.

From a creative standpoint, the video uses headlines from news publications to show that companies are investing in Nova Scotia from different sectors.

Have you began using YouTube for your business attraction efforts for your province, state or country? Have you seen any returns as of yet? Tell us!!!

Web 2.0 For E-Government?

Published
by
Ian Smith
on November 27, 2009
in Author-Ian Smith and Web 2.0 Strategy
. 1 Comment

Many of the posts on Tools For Thought discuss the use of Web 2.0 applications for economic development initiatives.   Thanks to my colleague, Edouardine, I would like to provide you with an example of how a social media tool can be utilized in an e-government context.

Villes 2.0 : ces villes qui tweetent! presents the city of San Francisco’s initiative of using Twitter to compliment their customer service requests or complaints call centre.  Introduced in June 2009, SF311 had over 4,600 followers as November 20th, 2009.  Figure 1 illustrates the SF311 page.

Figure 1: SF311 Twitter Page

The city of San Francisco is not alone in terms of offering 311 services via Twitter.  In November 2008, Mayor  Michael R. Bloomberg of New York City unveiled the 311NYC Twitter page as seen in Figure 2.

Figure 2: 311NYC Twitter Page

Have you seen other practical uses of social networking tools for e-government?  If so, tell us!

Investment Attraction Via YouTube: Greater Rochester, NY

Published
by
Ian Smith
on November 25, 2009
in Author-Ian Smith, Economic Development, Investment Attraction and Web 2.0 Strategy
. 0 Comments

Thanks to the post, “What Is Available On YouTube For Site Selectors?“, a reader pointed us to the following YouTube clip for the Greater Rochester, New York Area.  The promotional clip is specifically dedicated for investment attraction purposes.

In this 2 minutes and 10 seconds clip, Greater Rochester Enterprise does an excellent and efficient job at selling its territory to companies looking to expand their operations in the northeastern part of the United States.  The key selling point that is communicated throughout the clip is that investors can find all of the main locational factors (used in deciding where to invest) in one place, in Greater Rochester.  The following factors are highlighted in video:

  • Selecting Rochester as a place to live
  • The region breaking ground in green technology
  • Training opportunities thanks to 18 colleges and universities
  • The quality of life in the region
  • The city’s Intellectual Density Quotient
  • The ability to export from the region

The clip shown above should serve as a model for economic development agencies seeking to produce a YouTube video clip as a part of their economic development 2.0 strategy.  Not only is the clip short and concise but it is visually effective by keeping the viewer’s attention on the key points of Greater Rochester Enterprise’s argument.

The Importance Of YouTube In An Economic Development 2.0 Strategy

Published
by
Ian Smith
on November 19, 2009
in Author-Ian Smith, Economic Development and Web 2.0 Strategy
. 0 Comments

As a short follow up to the post, ‘What Is Available On YouTube For Site Selectors?“,  ComScore,  a source of digital marketing intelligence, saw an increase in the use of YouTube as a search engine.   In October 2009, 3.7 Billion search queries were conducted on YouTube.  This translates into an 31% increase over the past twelve months.

What does this mean for economic development professionals?

It is time to think about placing any form of promotional videos for your region on the Web 2.0 application along with the proper descriptions and tags.   Search engine optimization for YouTube will be essential as a part of an economic development 2.0 strategy.