Loading...
EDSR INFORMATION #1 12-10-2012 C i REQUEST FOR ACTION River To Economic Development Authority MATI O N AGENDA SECTION MEETING DATE PREPARED BY December 10, 2012 Clay Wilfahrt,Assistant Director of Economic Development ITEM DESCRIPTION REVIEWED By Social Media Update Annie Deckert,Director of Economic Development REVIEWED BY Cal Portner, City Administrator ACTION REQUESTED None BACKGROUND/DISCUSSION According to a recent Nielsen report,Americans spent 121 billion minutes on social media in July 2012,a year-over-year growth of 37%. With the proliferation of smart phones and tablets, a social media presence is increasingly important. Economic Development staff continues to aggressively utilize social media as a business retention and recruitment tool, as well as a platform to market the community brand, finance programs, housing initiatives,resources, the Northstar Commuter Rail, events and more. A number of businesses follow our page to view videos promoting free business resources such as the Small Business Development Center,branding initiatives, foreclosure prevention, etc. Businesses also gain knowledge of available properties,incentives, new businesses, and seminars. Residents get information about events such as the downtown tree lighting and Halloween, free Northstar rides, and construction projects. The three major social media outlets used by the Economic Development Division are Facebook, Twitter, and www.poweredbynature.blog.com. All three of these strategies are utilized at no cost to the city other than staff time. The three media are connected so that an update on one automatically populates another media with content. For instance,when the blog is updated,it automatically sends the information to Twitter where it is posted as a tweet with a link back to the blog. This system maximizes efficiency and outreach. Further, staff regularly views stats for each media to establish benchmarks and set goals, and identify trends in topics. Doing this helps us better understand what information businesses and residents seek. For instance, some of our most popular posts are those recognizing the accomplishments of others such as Pompeii Pizza recently being featured in Midwest Living magazine. Using this information,we can design content for all of our marketing accordingly. For example,if we know that residents and businesses like reading about the success of others,we can include case studies and quotes from local business owners in marketing material for our microloan program. POILBEP 1 N:\Departments\Community Development\Economic Development\EDA to move\Agenda\Year2012\12-10-12 EDA NATURE Agenda\Social Media Update.docx Facebook Facebook has built in Insights which make quantifying its impacts very easy. Currently the Elk River Economic Development Facebook page has 503 likes which has grown by 8%in the past year. 65% of the viewers are between the ages of 25 and 44,with 58% female and 41% (with the remaining 1%likes by other businesses or organizations). Staff posts information on the page several times per week, and each post is viewed by roughly 100 to 150 people. On an average week, 200 to 400 people view information posted on the page, and higher traffic weeks can draw up to 1,750 viewers. Viewers of the information have the opportunity to engage by liking posts, commenting, or clicking links. A typical post engages about 8 users,with some of the top posts engaging over 50. The city's webpage received 183 referrals from Facebook over the past three months amounting to about 5% of all referred traffic for the city's site. Twitter Twitter is a little more difficult to measure than Facebook since it does not have built in measurement tools. Staff uses basic information available on its Twitter page as well as the third party web application HootSuite to measure the effectiveness of Twitter. 290 followers see the three to five Twitter posts each week. On average, about one of those tweets is retweeted, or reposted,by someone else on their Twitter feed. Each link in a tweet was clicked on 1.3 times where the user was directed to more information about the tweet. The city's website received 13 referrals from Twitter over the past three months, and the blog received 29. Poweredbynature.blog.com Created just over a year ago,we just posted our 100th blog post on November 30. We use Google Analytics to track traffic on the blog. Google Analytics is a free website measurement tool that allows us to analyze a number of different metrics including number of visitors, time spent on the page,location, system capabilities,keywords used, etc. Using Google Analytics,we see that our blog receives visits from about 30 unique individuals per month. Each visitor views about two pages, and stays an average of just under three minutes indicating that they are reading the content they are visiting. The blog demonstrates how social media works well together. 23% of the 167 visitors from September 3 to December 4 were directed to the blog by either Twitter or Facebook. Interestingly, the top two locations for visitors were Willmar,MN with 77 visits over the past three months, and Minneapolis, MN with 22. Elk River viewers visited the page 10 times. Looking ahead We are constantly improving upon our social media presence. We recently held a meeting of six different departments to share information on social media best practices. We plan to continue to do what works, and incorporate new ideas to keep our content fresh,informative and engaging, and if you haven't already,visit us on Facebook,Twitter and poweredbynature.blog.com to be engaged in the conversation! N:\Departments\Community Development\Economic Development EDA to move\Agenda\Year2012\12-10-12 EDA Agenda\Social Media Update.docx ATTACHMENTS • Facebook Insights • Google Analytics for www.poweredbynature.blog.com • HootSuite Twitter click report Action Motion by Second by Vote Follow Up N:A Departments\Community Development\Economic Development\EDA to move\Agenda\Year2012\12-10-12 EDA Agenda\Social Media Update.docx 12/4/12 City of Elk River Economic Development See Your Ad Here I Likes Reach Talking About This Check-Ins All dates and times are in Pacific Time Export Data Total Likes? Friends of Fans' People Talking About This? Weekly Total Reach' Total Subscribers 503* 148,497 i-0.04°/e 20* 3284-31.95% -- Clay Wilfahrt likes City of Elk River Econortic Development. • Posts' %'f People Talking About This? •Weekly Total Reach? Like Promote Your Page • • • a • • • • • • • Nov 7 Nov 14 Nov 21 Nov 28 Page Posts(Updated 5 minutes ago) AN Post Types Date? Post? Reach? Engaged Talking About morality? Users? This? 10/12/12 ti Share this photo and like our page for a c... 218 51 46 21.1% 8/13/12 ga Midwest Living Magazine is at Porrpeii Pizz... 432 35 14 3.24% 9/4/12 is Thank you to Elk River resident Doug Hay... 212 26 18 8,49% 10/26/12 NFU Did you hear?Cherry Berry in Elk River is... 146 25 13 8,900 8/3/12 IR Did you know that employment in Elk Rive... 312 18 14 4.49% 8/8/12 IP Today we are hosting our first Elk River R... 253 17 6 2.37% 11/23/12 go What Black Friday deals did you pick up in 166 15 4 2.41% 9/27/12 q We've all heard that its better to shop loc... 137 15 3 2.19% 11/21/12 M Is your small business looking for funding... 95 14 6 6.32% 11/1/12 re Thanks to everyone who participated in t... 143 14 1 0.7% 10/17/12 q Did you know that Sweet P's Ice Cream a.. 76 14 6 7.89% 8/24/12 T rp Thanks to al who participated last night,... 215 14 8 3.72% 10/17/12 111 Don't forget,to be eligible to win this swe... 128 14 7 5.47% www.facebook.com/ElkRiverED/page_insights 1/4 12/4/12 City of Elk River Economic Development .1-.4.z in xup uy uric or rnese ousnesses w Pict u... iuu 6.8% 7/5/12 fp We just posted a video on our bldg of do._ 271 13 6 2.21% 7/9/17 ¢11 Sportech Inc.of Elk River was featured o... 243 13 6 2.47% 7/10/12 ti Learn how John Houton,President and C... 286 13 5 1.75% • 11/3/12 fp Happy Deer Opener weekend'Make sure... 79 12 2 2.53% 11/24/12 IP Did you know that over 50%of Elk River... 143 12 5 3.5% 10/23/12 The winner of the sweatshirt drawing is...... 177 12 8 4.52% II ai Clay Wiifahrt Voice Home Change to Clay Wiifahrt lib City of Elk River Economic... Timeline Liked 1 11/4/12 lia Here's a thing to remember That you has... 146 11 1 0.68% 8/6/12 fj Have you used your bike on the Northsta... 227 11 2 0.88% 11/5/12 rJ Don't forget to stop by Pompeii Pizza's 2n... 85 11 5 ° 5.88/o 8/23/12 19 Join Governor Mark Dayton,Mayor John... 227 10 ti 2.2% 8/29/12 r Did you know that based on Elk River's de... 189 10 5 2.65% 8/21/12 is Wondering how you can explain what Po... 286 10 3 1.05% 8/27/12 GI Did you know that single-fatuity building p... 253 10 4 1.58% 10/11/12 If Congratulations to Sherburne County,Elk.. 122 10 6 4.92% 11/2/12 $Did you know that the Snell Business Dev... 88 10 4 4.55% 8/10/12 co We get our hands dirty in Elk River.We pl.,. 210 10 2 0.95% 10/23/12 r In 2012,the average wage per job forth_ 203 10 1.97° 9/12/12 gi Did you know that the City of Elk River is... 132 9 I 0.76% 10/25/12 cm Minnesota is a national leader in manufact... 165 9 2 1.21% 6/25/12 P Peterson and Companies is beginning the... 155 9 5 3.23% 6/28/12 go Join us at the new Main Street Parking Pla... 196 9 S 4.08% 11/13/12 +1 To celebrate the opening of the new Nort... 92 9 7 7.61% 10/22/12 IP October 22nd-28th Is Minnesota Manufa... 180 9 5 2.78% 9/12/12 r City of Elk River Economic Development a_. 208 9 1 0.48% Chat 6 7/12/12 fu Have you heard about the 30-day Grattu... 211 9 4 1.9% 7/13/12 fII Starting August 1,weekday fares on Nort... 190 9 4 2.11% 7/20/12 go Do you have plans today?Make sure you... 244 9 4 1.64% 12/4/12 City of Elk River Economic Development 11/11/12 a Thank you for stepping forward when oth... 105 8 5 4.76% 8/13/12 tij We had a lot of fun last week at the Kele_. 279 8 2 0.72% 8/31/12 fI Wondering what's going on in our cormu... 120 8 1 0.83% 9/20/12 Is There are about 3,141 counties in the US... 138 8 5 3.62% 9/25/12 I Take a look at how an apartment listing w... 97 8 1 1.03% • 11/16/12 q Congratulations to M&M Precision Machni... 102 8 6 5.88% 7/31/12 J See how Elk River based Gradient Techrrot_ 231 8 5 2.16% 7/16/12 fl Will you be joining Sherburne County Are... 174 8 1 0.57% 7/19/12 f n Looking for that hard to find item and rani... 213 8 — -- 10/16/12 git Don't forget,the Elk River Downtown RN._ 165 8 4 2.42% • 7/26/12 f Rebecca Haug,Environmental Adrrinistrat... 213 8 4 L88% 6/29/12 in Did you go to the new Main Street Parkin... 140 8 5 3.57% 9/13/12 a Congratulations to the winner of the Elk R... 172 7 1 0.58% 9/11/12 fil Did you know that Highway 10 is expecte... 145 7 — -- 7/6/12 T U Congratulations to Denise Lanthier for wi.. 169 7 2 1.18% 10/5/12 oin Congratulations to Pamela Silts,owner of.. 85 7 2 2.35% 9/19/12 fl The City of Elk River is embarking on a pr... 130 7 -- 7/27/12 ing Join the United Way tonarrow for a night... 198 7 i 1.52% 10/4/12 lib Are you proud of your conservation effor... 96 7 2 2.08% 9/6/12 J Today staff net with the president of the.. 120 6 2 1.67% 7/9/12 f'Elk River recently received a Yellow Ribbo... 207 6 3 1,45% 11/16/12 +1 There will be some construction downtow... 63 5 2 3.17% 10/19/12 ini Mark your calendars-next Thursday is th_. 75 5 2 2.67% 11/8/12 cg We are heading down to the 6th Annual... 79 5 2 2.53% 7/3/12 fJ Are you going to the Independence Day c.. 67 5 2 2.99% 9/19/12 la Thanks to Elk River High School,Salk Midd.. 137 5 2 1,46% 10/31/12 f'Thank you to Kevin Hunter of The Busines... 62 5 — -- 7/24/12 f n Learn about the Elk River area,meet local... 173 4 1 0.58% 10/18/12 ft Looking fora new site for your business?... 76 4 1 1.32% www.facebook.com/ElkRiverED/page_insights 3M 12/4/12 City of Elk River Economic Development 11/6/12 f J We voted this morning,have you?Find o.,- 65 . - -- 10/15/12 fil Though we love blogging,Facebook,and_. 70 ' 1.43% 10/17/12 fi Are you feeling Eke it's a Monday,even th... 84 4 — -- 12/3/12 IP The Salk Science Fair is January 7th-10th.... 177 4 - -- 10/1/12 fi We will be nailing out our quarterly housi... 91 4 1 1.1% 9/21/12 62 Did you know that out of over 3,000 coun... 124 4 2 1.61% 9/21/12 f J Thanks to the Ek River Area Chamber of_. 87 4 — — 10/3/12 #.1 Thanks to everyone involved in the fruitf... 96 4 2 2.08% 11/26/12 fp Don't miss out on the first ever downtown.,. 37 3 2 5.41% 10/29/12 f Join North Hennepin Community Colege F... 75 3 -- — 10/2/12 f8 The ever-changing world of technology c._ 102 2 -- — 11/29/12 IP Thanks to the 20+representatives from t_. 150 1 — — 11/26/12 fi Looking for some extra holiday cash to sp... 40 1 — — 11,2A4osisini Are you a business looking for financing f... 71 1 -- — 6/21/12 T Staff is up in Duluth at the League of MN... 109 1 — — Facebook©2012•English(US) About•Create an Ad•Create a Page•Developers•Careers•Privacy•Cookies•Terns•Help www.facebook.com/ElkRiverED/page_insights 4/4 Goggle-Analytics http:llpoweredbynature.blog.com-ht... poweredbynature.blog.com[D... Sep 5, 2012-Dec 4, 2012 Social Sources Don't show education messages. e of viclts•100 00% Social Referral • Visits via Social Referral A _ 1 A At December October 2012 November 2012 • All Visits 10 5 AA / December... October 2012 November 2012 IVlslts ICI (Visits lv( Social Network 49 MIN 55.68% 1. Biog.com 30 �34.09% 2. Twitter 9 110.23% 3. Facebook Rows 1-3of3 ©2012 Google Go gte-Analytics http:l/poweredbynature.blog.com-ht.. poweredbynature.blog.com[D... Location Sep 5, 2012-Dec 4, 2012 C Map Overlay Site Usage 0 1 79 Visits Pages/Visit Avg.Visit Duration %New Visits Bounce Rate 167 1.81 00:02:55 36.53% 66.47% %of Total:100.00%(167) Site Avg:1.80(0.33%) Site Avg:00:02,48(4.25%) Site Avg:36.52° (0.00%) Site Avg.67.071,.(-0.89%) City Visits Pages/Visit Avg.Visit Duration %New Visits Bounce Rate 1. Willmar 79 2.16 00:05:11 2.53% 54.43% 2. Minneapolis 22 1.86 00:01:13 45.45% 77.27% 3. Elk River 10 1.40 00:00:52 70.00% 70.00% 4. Albertville 4 1.75 00:02:10 75.00% 75.00% 5. Big Lake 4 1.00 00:00:00 75.00% 100.00% 6. (not set) 3 1.33 00:00:05 66.67% 66.67% 7. Stockbridge 3 1.00 00:00:00 33.33% 100.00% 8. St Paul 3 1.00 00:00:00 66.67% 100.00% 9. Hefei 2 1.50 00:00:13 100.00% 50.00% 10. Bethesda 2 1.00 00:00:00 100.00% 100.00% Rows 1-10 of 39 ©2012 Google Clay cwilfahrt@ci.elk-river.mn.us Example Company (999)999-9999 http://yourwebsite.com Nov 01,2012-Nov 30,2012 Type a Header here Ow.ly : Summary Stats 7. 5 4 2- --'1 Nov 01 Nov 03 Nov 05 N v ua N:v'uy Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 EIkRlvotED(17 total) Ow.ly : Clicks by Region Ow.ly : Top Referrers 2.5 5 7.5 10 12.5 15 Region Clicks Referrer Referrals United States 82.4% (14) Direct Click 16 Others 17.6% (3) google.com 1 Ow.ly : Most Popular Links Rank Date Post Clicks 1 http://ow.ly/2t0vXQ http://poweredbynature.blog.com/2012/11/02/empa... 7 Nov 3,2012 Empowering Data Centers- Did you know that Bk River is home to two fortune 50 data centers? Both facilities add s...http://ow.ly/2t0vXQ clicks 2 http://ow.ly/2ttRRH http://poweredbynature.blog.com/2012/11/29/powe... 2 Nov 30,2012 Powered by Collaboration- 1 esterday morning over 20 representatives from the Bk River Schools,the City of Elk Riv...http://ow.ly/2ttRRH clicks 3 http://ow.ly/2tfTwq http://poweredbynature.blog.com/2012/11/16/ener... 2 Nov 17,2012 Energized Rental Market!- In April of 2012, Granite Shores.formally known as The Bluffs, in dow ntow n Bk River was...http://ow.ly/2tfTw q clicks 4 Nov 14,2012 http://ow.ly/2tcbld http://poweredbynature.blog.com/2012/11/13/ener... 2 Energized by FREE Northstar Rides-To celebrate the opening of the new Northstar rail station, rides on the Northst...http://ow.ly/2tcbld clicks 5 http://ow.ly/2tg315 http://poweredbynature.blog.com/2012/11/26/tree... Nov 27,2012 1 Tree Lighting to Energize Dow ntow n-Join the community downtown Bk River This Saturday, December 1st for a tree li...http://ow.ly/2tg315 clicks 6 ttp://ow.ly/2to7fB http://poweredbynature.blog.com/2012/11/24/powe... Nov Nov25,2012 1 Powered by Energy City- Have you heard of Energy City? The Energy City Commission promotes the City of Bk River a...http://ow.ly/2to7fB clicks http://ow.ly/2t4rUd http://poweredbynature.blog.com/2012/11/06/powe... 7 Nov7,2012 Pow ered by Voting- Don't forget to stop out and vote today! For information on w here to vote,check out the city's... http://ow.Iy/2t4rUd Clicks 8 http://ow.ly/2sS4yP http://poweredbynature.blog.com/2012/10/25/grow... Oct 26,2012 1 Growth Through Medical Devices-Minnesota is a national leader in manufactured medical devices, clicks w hich contribute si... http://ow.ly/2sS4yP