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Alissa Sklar, Ph.D.Director of MarketingGIS Planning [email protected]
@gisplanning
10 Key Trends for Economic Development Websites in 2016
Wednesday, February 24th, 2016.
Aaron BrossoitChief Executive OfficerGolden Shovel [email protected]
@goldshovel
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What’s next in economic development marketing?
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10CONTENT, CONTENT, CONTENT.
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Why? Good Content Brings Many Benefits
Keeps website currentGreat first impressionSEO benefitsInforms local businessesEducates stakeholdersShows industry engagement
Many types of content...
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Local Content
Local NewspaperCurrent ED newsEventsLocal Businesses
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Editorial Content
Success StoriesBusiness ParksTestimonialsLocal Businesses
Made in advanceKeywords
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National & Expert Content
CurrentED FocusedEducate
StakeholdersBlogs
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Feature on Home Page
CurrentED FocusedEducate
Stakeholders
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How Often Should I Post?
Weekly… at minimum.
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Case studies:How two communities put data to work:
http://www.gatewaycog.org/
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http://gallupedc.com/
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8INFOGRAPHICS & VISUALIZING DATA
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http://www.greatlakesbaysites.com/communities.html
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The power of images90% of the information that comes to our brain is visual
The human brain can absorb visual information in 1/10th of a second.
The average person is exposed to 174 newspapers full of information every day.
Only 1% of that information actually makes it through to our brains.
We remember new and different things more easily when they are presented in a visual format.
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Infographics are illustrations of data or ideas that can communicate complex information in a way that can be quickly absorbed,
easily understood and remembered.
Websites with infographics realize an increase in traffic of 12% over those that don’t.
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http://www.gemstateprospector.com/communities.html
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Our analytics show that up to 28% of web traffic on our clients’ site selection pages are coming from mobile devices.
If your website isn’t optimized for mobile, you are losing leads without knowing it.
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Be Mobile Friendly
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6REGIONAL CONNECTIVITY
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Types of Microsites
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Microsite for site selection
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4WORKFORCE ATTRACTION
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Social Media for Workforce Attraction
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Workforce Attraction Ad Campaigns
Target Workforce Attraction Marketing
Promote Jobs
Generate Likes to Social Media Pages
Drive Website Traffic
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3TOOLS FOR ENGAGEMENT
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Search widgets for any website pagehttp://www.elkgrovecity.org/city_hall/departments_divisions/economic_development/
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Search buildings, sites, communities and
businesses
ZoomProspector GIS site selection tool
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User-defined search for sites and
buildings based on location & size
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Property list is also displayed on interactive map
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5 Intelligence Components for website pages 1- Mapping
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4- Compare Communities
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Who is using what tool?
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Fully embedded social sharing
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Mine your data tools for a consistent source of social content:
● Properties of the week● Businesses of the week● Interesting heat maps
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Why storytelling?The human brain is hard-wired for narrative.
Comprehension: We use stories to make sense of the world.
Recall of information is significantly higher when information is presented in narrative forms.
Resonance: Stories make a strong impression upon us.
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Video Storytelling
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Using data for storytelling
http://www.santarosaedo.com/demographic.html
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http://www.ga-sites.com/industries/aerospace.html
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Top 10 Trends in Economic Development Websites for 2016
10) Content 9) Data 8) Infographics & Visualizing Data 7) Mobile 6) Regional connectivity 5) Microsites 4) Workforce attraction 3) Tools for engagement 2) Social media 1) Storytelling
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Alissa Sklar, Ph.D.Director of MarketingGIS Planning [email protected]
@gisplanning
Thank You! Any Questions?
Aaron BrossoitChief Executive OfficerGolden Shovel [email protected]
@goldshovel