Using Social Media to Start Conversations

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D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T

Using Digital Tools & Social Media to Start Conversations

Presented by Guillermo Mazier/ Atlas Advertising

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1.  What role does my online presence play in starting conversations with expanding and relocating companies?

2.  How do users really interact with websites, GIS websites, digital campaigns, and mobile versions?

3.  What goals should I set for conversion from digital to the real world?

4.  How can I perform a self audit of my own website?

5.  How much does having a high-converting digital presence cost, in terms of time and money?

Questions we will answer

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Your digital presence is the first line of engagement for the majority of your prospects.

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And Can We Acknowledge that “Digital” Consumes a big portion of what we do?

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200+146

175

Communities shared their data

Average number of conversations per organization in the last 12 months

$234million

Average capital investment per community in the last 12 months

Website visits per conversation

1,293

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Average jobs announced per organization, last 12 months

Value of a conversation, in number of jobs

The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS

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200+146

175

Communities shared their data

Average number of conversations per organization in the last 12 months

$234million

Average capital investment per community in the last 12 months

Website visits per conversation

1,293

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Average jobs announced per organization, last 12 months

Value of a conversation, in number of jobs

The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS

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Fact about digital economic development:*

*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations

Economic Developers are !SLOW TO ADOPT DIGITAL

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How do users really interact with websites, GIS websites, digital campaigns, and mobile websites?

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Eye tracking of Amazon.com

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Eye tracking of Bing.com

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What Does This Mean For Your Digital

Communications and Website?

•  OK to design below the fold•  Limit your use of Flash•  Understand typical eye-tracking

patterns•  Contact information on the top

of every page•  Present maps on the homepage•  Understand that your brand is

more than your design

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http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-2013

6%

94%

Digital Ads: PPC and Natural Listings

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Digital Ads: PPC and Natural Listings

http://www.hanapinmarketing.com/__resources/userfiles/file/Stateofpaidsearch2014.pdf

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Sample Digital Campaign Tracking

For EDO Marketers (ONE MONTH)

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Time on site: 1:19 Website Home Pages: Ex 1

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Website Home Pages: Ex 2

Time on site: 3:55

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What are users clicking on?

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1.

2. 3.

Bounce rate: 71% to 54%

What are users clicking on?

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Time on site: 5:02 GIS Interfaces: Ex. 1

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Time on site: 10:07 GIS Interfaces: Ex. 2

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Time on site: 10:07 What are users clicking on?

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Mobile websites interfaces: Usage

The industry’s best marketers are putting mobile at the center of their company attraction and retention efforts. Branded content--from emails to white papers to videos to annual reports to infographics--should all be optimized for consumption on a mobile device, as there’s nearly a 50/50 chance that that’s just where they’ll be consumed

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are reinventing the connection betweencompanies and their customers.

Smartphones

Rich Miner Partner, Google Ventures Co-Founder, Android

“

”

What is Your Smart Phone Capable Of?

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1.  How well does the design drive conversion to conversations? How does it do it specifically? (30%)

2.  How well does the design correspond do responsive (IPhone) sizes? (30%)

3.  How much is the website on brand? Does it connect in the right way to the existing branding or brand storm? (20%)

4.  What are the new widgets or custom features that are present in this design, and how well are they executed? (10%)

5.  Are all of the features and navigation elements required in the scope present in the design? (10%)

Criteria Atlas uses to review our own digital creative

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Metric Low Performing High Performing

Natural Search CTR (First Position) 30% 60%

Paid Search CTR .55% (9) 7.11% (1)

Website Traffic / Mo. 500 Unique Visits/Mo. 25,000 Unique Visits/Mo.

Inquiries 1 / 350 Unique Visits 1/50 Unique Visits

Website Bounce Rate 75% 30%

Time on Site (Standard Web) 1 Minute 5 Minutes

Time on Site (GIS) 5 Minutes 10 Minutes

Over $2,500,000 3 1,425

Benchmark metrics to judge your own digital presence

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So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?

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How the Internet and Digital

Trends Will Shape ED

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Technology Adoption in Economic Development:

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Digital Revolution that Will Change EDO’s

•  As economic development organizations evolve to company like organisms lead generation & customer engagement will go digital.

•  By the end of 2014 the number of internet users globally reached almost 3 billion. In developing countries the number of internet users will have doubled in 5 years from 974 million 1.9 billion in 2014*

•  1/3 of EDO’s believe that they are effectively leveraging digital to impact their overall economy**

*ITU - the United Nations specialized agency for information and communication technologies ** Atlas Advertising Research 2014

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Crowdsourcing Best Practice: Talk Transportation, Phx, AZ

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Best Practice: Changing Business Permitting Forever

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Digital Revolution Stats that Will Change That Way EDO’s React to Prospects

•  Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)

•  61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (MarketingSherpa) "

•  57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (MarketingSherpa)"

•  Only 25% of leads are legitimate and should advance to sales. (Gleanster Research) "

•  Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)"

•  Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)"

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Guillermo Mazier 303.292.3300 x 232929 Broadway, Denver, CO 80203 [email protected]

www.Atlas-Advertising.comLinkedIn Profile | LinkedIn GroupTwitter | Blog | Slidespace

Questions? Comments? Contact Us.