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Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

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Page 1: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

Toronto Financial District BIA

Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

Page 2: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

A UNIQUE VOICE FOR A UNIQUE DISTRICT

Formed in 2012 and beginning operations in 2013, the Toronto Financial District BIA is the first area-specific voice for Canada’s most important business centre.

The Solution

Each team member writes quarterly posts on their LinkedIn profiles sharing their individual area of interest. A team approach to talking about the work the Toronto Financial District is doing, advocacy efforts and general knowledge to be shared with area businesses and other downtown organizations.  A collective 1841 readers, 2902 followers, 471 interactions in less than six months.

The Challenge

Expanding our reach to our targeted audience via social media.

A dedicated team of experts looking for a way to share their collective knowledge to an interested audience.

Writing relevant content that is adaptable for downtown organizations and businesses. An opportunity to expand our already thriving social media presence on a platform where we were already posting links to relevant articles for our members, 55% of who are active weekly on the platform.

Page 3: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

BACKGROUND

Working with LinkedIn:After being invited to attend an exclusive LinkedIn conference in San Francisco in 2014, we developed a strategy to leverage this important platform to establish the Toronto Financial District BIA as a thought leader in the industry, highlight our accomplishments and programs, and provide valuable tips our members and other downtown organizations can adapt to fit their own needs.

The team at the Toronto Financial District BIA was excited about the prospect and underwent training with Jill Jones, Corporate Communications Manager at LinkedIn’s head office in Mountain View, California via telephone and webinars.

Using LinkedIn in this way is very timely and was implemented in to our overall strategy within a short timeframe to take advantage of all of its benefits.

Page 4: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

FIRST STEPS

Updating LinkedIn Profiles• New profile pictures• Branded cover images• Added relevant images and links• Strong summaries that explain our roles at the Toronto Financial District BIA• Linking profiles to portfolio examples and awards

Page 5: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

A STRONG ONLINE PRESENCE

Page 6: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

Quarterly

Each team member is requested to participate on a quarterly basis with a different topic for their LinkedIn post.

Amplification

After each post is live, all team members like and share it on their own social media profiles, and @MyTOFD shares it on our LinkedIn Page and our Twitter to maximize our reach.

Representation

We are able to effectively share case studies from all parts of our organization including: leadership, organizational growth, urban planning, communications and social media.

These case studies are excellent examples and easily adaptable to any other downtown organization and many of our members.

Paperless and Sustainable

In addition to our eNewsletter which is published quarterly, our LinkedIn posts provide further insight in to how the Financial District functions, and offers tips and case studies for other similar organizations. The Toronto Financial District BIA will continue to post content on our LinkedIn profiles with timely and relevant case studies that are easily replicable and scalable.

NEXT STEPS: SHARING KNOWLEDGE AND INFORMATION

Page 7: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

BENEFITS TO OUR MEMBERSHIP

Building Owners and Commercial/Retail Tenants

Showcases our experience, key projects and programs, and the benefits of having the BIA in place. Many shared ideas are adaptable to member businesses and other downtown organizations and in some cases can be implemented immediately.

Tenants’ Staff, General Public and Business Connections

While @MyTOFD provides a central information point to promote the area’s benefits and services to a broader audience and our LinkedIn business page provides relevant links, our individual LinkedIn presence shares our team’s ideas and leadership practices in case study format.

Connecting resources and knowledge to an audience much broader than our 15 square blocks.

Providing information to our target audience in a place where they are already very active.

55% of our membership use LinkedIn more than once per week

Page 8: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

WHAT WE TALK ABOUT

Execution Timeline

Q4 2014 Q1 2015 Q2-Q3 2015 Q4 2015

• Updating of individual LinkedIn profiles and familiarization with the platform.

• First round of publishing begins.

• Monitored which style of writing has seen the best results and moved forward to the second round of publishing.

• A year end review of our analytics and a summary of best practices to be put in to place for 2016.

LeadershipPAYE program works for both businesses and job seekersEvaluate Operations Regularly to Leverage Resources and Maximize Effectiveness

Community DevelopmentSmall details matter when ranking as a big city3 Effective Ways to Recruit Youth Volunteers

Urban PlanningSmall, Sustainable Improvements Can Transform Your Public RealmImplementation > Approval! 6 Tips for Developing Urban Planning Tools

Communications and Social Media“Did our branding work?” Measuring perception and engagementA Quick Start To A Social Media Strategy For Your BusinessInstagram: Your pretty pictures become strategic

Page 9: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

AS THOUGHT LEADERS

The Toronto Financial District is very much a place where people work and representing those people effectively is a huge part of our day-to-day operations. More of our time is spent advocating on behalf of our members rather than telling them how we are working on their behalf. LinkedIn allows for a platform to tell them how we are working to their benefit.

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Page 10: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

REPLICATION

With little more than a computer, internet and a camera, other downtown organizations can put this strategy into practice.

• Be consistent in posting• Set timelines• Respond to comments and questions• Work as a team to ensure the messaging is clear• Let your personality shine through

Page 11: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

RESULTS AND RESPONSE

The future? We’re evolving as trends change.We continue to experiment with LinkedIn best practices to keep up with current trends.

Staff consults bi-annually with area advisory team to ensure online presence stays on message and up-to-date.

A collective 1841 readers, 2902 followers, 471 Interactions within the first 6 months!

Page 12: Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand

100 King St. W. (First Canadian Place), Suite 5700

Toronto, ON, M5X 1C7

[email protected]

416-849-3856

TorontoFinancialDistrict.com

@MyTOFD