Marketing West Virginia’s People and Places Online
Written by Jason Keeling on May 31, 2011
The Integrated Marketing Communications (IMC) program at West Virginia University has expanded rapidly over the last several years. Their first official conference is June 3/4 in Morgantown.
As one of the nation’s more rural states, West Virginia has traditionally been seen as disconnected from much of the country. However, as state businesses, organizations and residents become more “wired,” via the Internet and mobile devices, the more we’re able to demonstrate in fact, we are quite capable, relevant, and connected.
It’s important to recognize that each of our virtual spaces provide ideal means for appropriately promoting our causes, businesses and regions. But this requires a degree of marketing savvy, whether we’re in professional sales, an everyday employee or a small business type.
In concurrence with the INTEGRATE 2011 conference, we’re trying to generate some online discussion. Please tell us how your organization or business is maximizing the Web’s marketing potential. Or maybe you know of others who are effectively using the Internet to support their passions. Either way, your examples/comments are welcomed.
Posted in Business, Economy, Education, West Virginia
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May 31st, 2011 at 3:38 pm
It’s very easy for a small business like Mission Savvy to use online marketing tools: Facebook, Twitter (@missionsavvy), Tumblr, Constant Contact, Wordpress, Apps, general SEO. The key however to not over abusing these tools and generating unproductive information, is to define a company image, brand, messaging and audience that ensures every action you take online works to meet your business goals. While online marketing tools are very user-friendly the implementation and success of them requires communication and marketing skills.
What I have found most helpful about online marketing is that it gives my business a personality and a face, I can make it as personal as I want. In general people respond to more personal approaches. My audience knows where I come from, what motivates me and what challenges I face. Honesty and humility is important.
May 31st, 2011 at 4:28 pm
I agree with Jason and Jennifer’s points of view. Good stuff. I would add that the web makes it easy to gain a worldwide reach. No longer does a business need to be in a major metro to compete. Businesses can prosper here as well as anywhere with the power of the web. I love to do business here in WV and I love the quality of life in Morgantown.
What I find most promising about digital media and social media channels today, more than ever, is the ability to closely define your audience, strategically utilize the various channels that reach that audience and engage with them instantly. Not to mention the analytical data that is at one’s fingertips.
With a single Tweet, I can reach almost 10,000 “Like-minded” individuals on my @jmatuga account. That’s pretty cool.
It is my hope that as this new era of media evolves, West Virginians who wish to stay in the state, can do so using the power of digital marketing to effectively help their businesses compete better around the globe.
May 31st, 2011 at 6:03 pm
The digital shift is about more than just eyeballs…and the fact that ‘everyone is on Facebook’ … it really is about a (monumental) cultural change. Opportunities for greater collaboration, increased information (gathering and output), as well as - well, just really cool stuff are all part of this digital revolution happening right now.
Businesses - markets really - of all shapes and sizes need to pay heed to the digitalization of so many parts of our lives.
Smart businesses are maximizing the web’s potential by using it as a vehicle for engagement; a resource for data gathering; an outpost for communicating their position; and ultimately another layer of connectivity with their customers and clients. Listening and responding (wisely and meaningfully) to stakeholders of all types has been an advantage for many; and the web has helped make this happen.
Success for businesses presently and in the future will be fueled by the ability to listen, respond, and understand consumers and their expectations. The web is a centerpiece for this business to consumer connection.
May 31st, 2011 at 7:53 pm
A very interesting read. My background is a master’s in IMC. I do agree that WV seems to be disconnected. For my business, WV Social Media Consultants LLC, this is a plus.
I serve the Mid Ohio Valley (Parkersburg/Marietta, OH), an area commonly referred to as about a year or so behind most cities (mainly Columbus, OH). This as mentioned prior is a plus for me. I am currently assisting a wide variety of industries in the MOV with the “internet” part of their businesses (a bit of website, but mainly social media—because who wants to “pay” for marketing?).
Since social media and the internet are always evolving I hope to keep helping bring Appalachia into the mobile world. Feel free to follow me on Twitter: @marketingwv.
June 1st, 2011 at 9:14 am
When I found out about the IMC conference occurring in Morgantown this year, I was very happy. WV is looked at as being behind in technology and full use of the web, but already individuals with previous posts have shown that is not the case.
I am trying to learn everything I can about the new dynamic online marketing shift in the way business is done. As the founder of a social media consulting company, bSocialPR, I show WV businesses how they can leverage the power of the Web and social media tools to reach out and engage consumers. It’s not just about the public knowing who you are, it’s about engaging with them in a conversation.
Why think locally when you can reach globally? Integrated Marketing Communications is a changing of the guard of how businesses market and promote things from the old way of constant one way, broadcast communications. People everywhere are listening, what will your business or organization tell them?
@bsocialpr @toddbeane
June 1st, 2011 at 10:07 pm
This is a great topic that hits close to home! As a graphic designer and Founder of TWELVE TWO, I embrace social media, the Internet and basically love all things online.
On the other hand, I love to be home with my wife and kids. A place we call Wild Sage Homestead — our own little piece of West Virginia — where we are providing a safe and practical place for our kids to learn while we aim be as self-sufficient as we can. And we are learning these practices are rooted deep in the history of our state.
I enjoy raising chickens as much as I love providing clients with results-driven marketing and award-winning creative. And the growth of technology in West Virginia allows me to combine all my interests. We are using social media to drive traffic to our new site/blog, enjoying much success in just a few months.
My goal is to work full time at our homestead where I can put the finishing touches on a new logo design after breakfast then collect fresh eggs with my girls before lunch.
Feel free to follow our homesteading adventures on our Wild Sage Homestead blog, like us on facebook and follow us on twitter @wildsagehome.
Rob Russo
@twelvetwodesign
June 2nd, 2011 at 12:43 pm
I have mixed feelings about this subject. On the one hand, the notion that West Virginia businesses should embrace the web and associated technologies to reach their business objectives is right on point. We are living in an exciting time, with unprecedented access to one another and to our target audiences. It has never been easier to do it right, or do it wrong either.
The element I reject is the idea that West Virginia is behind. Certainly, there are West Virginians that are disconnected and haven’t a clue about how the world has changed over the last decade. But some of the best business, social media and communication minds I’ve ever met are here in West Virginia. Furthermore, there are disconnected people and companies everywhere! - in Tokyo, midtown Manhattan and Paris … the most “wired” places on earth.
As you’ve said, it is not about where you are in the physical world. It is about the quality of your work, the value you provide to your customers and the results they achieve because of your efforts.
All the best,
Ed DeCosta
@eddecosta
June 15th, 2011 at 3:40 pm
I have three ebooks featuring West Virginia out right now, on Amazon, Smashwords, Barnes & Noble, Apple, Sony, Diesel and Kobo. I set my stories in West Virginia because I’m a hillbilly at heart and want the whole world to know how great West Virginia is. Seems like not enough books, movies and television shows are set in West Virginia, and when they are, more often than not, the portrayal of our state and her people is negative. I hope to help change that, one ebook at a time.
June 21st, 2011 at 1:29 pm
The IMC Conference is a prime example of how WV is offering cutting edge programs. As an employee of the Mary Babb Randolph Cancer Center (MBRCC) and a student of the WVU Digital Marketing Communications Graduate Certificate Program, I was able to create a digital campaign for the MBRCC’s Bonnie’s Bus Mobile Mammography Program.
Bonnie’s Bus is a state-of-the-art digital mammography screening unit that travels throughout West Virginia. Working with local health care providers, community leaders, and representatives from the WV Breast and Cervical Cancer Screening Program, Bonnie’s Bus offers services to WV women in rural parts of the state with limited or no access to screening mammography. Since 2009, Bonnie’s Bus has visited 45 WV counties and reached over 1,500 WV women … yet the need remains to broaden our reach.
To find out more about our digital efforts, “like” our Facebook page at http://www.Facebook.com/BonniesBus or check out our new YouTube video at http://goo.gl/a6aCH.
Digital Media has the potential to showcase “A Better West Virginia” online and help meet the needs of the citizens of our state. Web 2.0 (and beyond) creates an unprecedented opportunity for WV to contribute to global dialogue and commerce. It’s an exciting time.
September 12th, 2011 at 10:10 pm
I believe the desire has been to market WV on the exact same things the article mentions as perceptions and the real deal has become, you cant market ma and pa kettle go digital and expect no change or for that matter acceptance. The change will be helped by the virtual world, but the real change still has to be done at schools and engaging the culture. AND YES, there is a WV culture and YES, the state was created not only by Presidential proclamation but by the dirty black rock we call coal.
I love WV, I love the technology that can and should engage everyone in the state and conversely, engage the state with the rest of the US. BUT, it is again, NOT a reality that the virtual road is salvation, its a great tool, BUT its not a life. Preservation, can be done quickly, efficiently, but to engage thats education and no technology makes that happen.
February 15th, 2012 at 12:24 pm
I was going to go to WVU’s IMC program, but MU messed up and didn’t graduate me on time. After that, I talked to some people in agencies with similar interests and I decided the best course of action would be to get into a program where I had plenty of opportunities for research.
Yeah, I was making a sacrifice - as their curriculum is actually up-to-date. Not only that, they teach the tools used as being secondary to the strategy, something I really appreciate.
Good blog!