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Chambers of the Future: Reinventing Chambers of Commerce in the Age of the Internet
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Chambers of the Future: Reinventing Chambers of Commerce in the Age of the Internet

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With the information age dramatically changing the future and value proposition for membership organizations, chambers of commerce must embrace technology to address unmet needs within the business ...

With the information age dramatically changing the future and value proposition for membership organizations, chambers of commerce must embrace technology to address unmet needs within the business community. Learn how the Internet enables chambers to provide new services for your members, including growing their businesses online, selling locally, and accessing powerful business intelligence to make them more successful.

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  • What these economic developers don’t realize is that because they don’t give the information out, they aren’t going to get called at all.  Instead of adding value to companies these economic developers are hindering economic growth in their communities.
  • Websites were againrated the most effective marketing strategy in 2011, with 82% rating it as effective. followed by…
  • EDOs gave their highest budget allocations to websites. While this position was not a change from the last survey, the actual percentage of the budget given to websites has risen slightly.
  • Business is about relationships. Linkedin enables our client to see their relationships with employees at the target company. In the case of General Atomics, I have two connections to individuals at the firm.
  • The Dept. of Commerce was looking for online solutions to create jobs, support businesses, and grow the US economy. So this spring, they issued a challenge to developers to build applications that would support American businesses in innovative ways.
  • The DOC enlisted the help of some of the foremost experts in the Internet and businesses to find the best solutions. These people included: Vint Cerf, Chief Internet Evangelist at Google. He actually did help invent the Internet. Tim O’Reilly, Founder and CEO of O’Reilly Media, and the person who invented the term Web 2.0Sheryl Sandberg, COO of Facebook, and one of the most powerful women executives in Silicon Valley.Vivek Kundra, VP of emerging markets at Saleforce.com, the company that invented software as a service, John Bryson, Secretary of State, andSteven Van Roekel, Federal Chief Information Officer.
  • The first place winner is SizeUp. In the words of the Department of Commerce, SizeUp “provides a comprehensive overview to small- and medium-sized  business about their competitiveness and where to find resources to improve. This will improve the success of small businesses so they can prosper and create new jobs.”

Chambers of the Future: Reinventing Chambers of Commerce in the Age of the Internet Chambers of the Future: Reinventing Chambers of Commerce in the Age of the Internet Presentation Transcript

  • Chambers  of  the  Future:     Reinven4ng  Chambers  of  Commerce  in   the  Age  of  the  Internet   Anatalio  Ubalde   CEO  &  Co-­‐Founder   ubalde@gisplanning.com          GISplanning.com        ZoomProspector.com        SizeUp.com      
  • What/who  is  the  compe//on  for   chambers  of  commerce?    
  • All  industries  are  geHng  disrupted  by  the  Internet   View slide
  • How  will  this   change  your   Chamber  of   Commerce?   View slide
  • “In  the  1980s  the  barrier  to   economic  development  was  access   to  capital.    Today,  it’s  access  to   informa/on.”     Denise  Fairchild   President/CEO   Community  Development  Technologies  Center     &  Special  Advisor  for  South  LA  Investments  to  Mayor  Antonio  Villaraigosa’s  Office        
  • What  happened?   •  Disrup/ve  tech  changes  how   info  is  accessed   •  Change  to  all  industries   •  Business-­‐as-­‐usual  =  ruin   •  Adopt  tech  early  =  advantage   •  Chambers  that  don’t  provide   info  get  bypassed  
  • Do  you  get  value  for  what  you  pay   these  people?  Are  they  worth  it?     (page  74) •  Car  salesmen   •  Insurance  brokers   •  Head  hunters   •  Adver/sing  agencies   •  Travel  agents     •  Real  estate  agents  
  • According  to  Jeff  Jarvis:   •  Real  estate  agents  are  more  distrusted  than   tabloid  writers   •  “Eliminate  adver/sing.  Or  at  least  fire  your  ad   agency.”     •  “…travel  agents  (oh,  sorry,  they’re  already   nearly  ex/nct.”    
  • Disintermedia/on   •  Old  =  informa/on  middleman   •  Present  =  disintermedia/on  +  transparency   •  New  =  add  value  +  prosper  
  • Choices   •  Stay  the  course     =  irrelevance   •  Reinvent     =  give  it  away  so   they  come  to  you  
  • The  new  model  for  Chambers:   Role     Old   New   Informa/on   Gatekeeper   Distributor   Rela/onship   Broker   Connector   Marke/ng   Say  it   Be  it   Middleman   Leader     Chamber  Staff  
  • Past  >  Present  >  Future  
  • Marke4ng  &  Communica4ons  (Old  Way)   Adver/sing   Brochures   Site  selec/on  informa/on   Mee/ng  Businesses   Direct  Mail   Familiariza/on  Tours   Special  Events   Newslehers   E-­‐mail   Media  &  Public  Rela/ons   Telemarke/ng   Website   Videos  (VHS  or  DVD)   Press  Releases   Trade  Shows  
  • Marke4ng  Moves  from  Offline  to  Online     Offline   Online   Website   E-­‐mail   Blog   Social  Media   Site  selec/on  GIS  assistance   Videos   News  Releases   Newslehers   Media  &  Public  Rela/ons   Adver/sing   Mee/ng  Businesses   Special  Events   Telemarke/ng   Familiariza/on  Tours   Trade  Shows   Brochures   Direct  Mail  
  • The  Internet   eats  the   world  
  • How  are  chambers  reinven/ng   themselves?     •  Economic  development  (because  related)     •  Young  professionals  (because  young  people  aren’t   joining  tradi/onal  associa/ons  like  Rotary  &  Chamber)     •  Expanded  data  for  local  businesses  –  trends,  policies,   etc.  (because  the  new  compe//on  is  there  is  more   access  through  Internet)     •  Online  communi/es  (If  ya  can’t  beat  ‘em…)   •  More  training  (unique  content  based  on  mission  of   chamber)     •  Business  to  employee  hiring  in  light  of  scare  talented   labor  (new  services  to  meet  new  challenges)    
  • You  can  wait  un/l  it’s  too  late  to   reinvent  your  online  strategy  
  • If  you  don’t  reinvent  yourself  to  meet   the  new  needs  of  today’s  business   society,  someone  else  will  step  in  to   take  your  place  
  • Gone  are  the  days  where  a  new  business  to   town  joins  a  chamber  just  because  they  need  to   make  connec/ons.  Many  members  are  so  busy   they  don’t  have  /me  to  even  ahend  events.    
  • Many  members   are  so  busy  they   don’t  have  /me   to  even  ahend   events.    
  • What  have  chambers  tradi/onally   done  and  how  do  they   communicate?    
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • The  way  of  the  dinosaur   •  “I  don’t  publicly  give  out   informa/on  about  my   community  because   businesses  need  to  call  me   so  I  can  explain  it  to  them.”      
  • Reality   Because  they  don’t  give  the   informa/on  out,  they   aren’t  going  to  get  called   at  all.  
  • Na/onal  Survey  of  Economic  Dev.  Marke/ng  Effec/veness   Marke4ng  Strategy   Website   Out-­‐of-­‐Town  Mee/ngs  with  Businesses   Site  Selec/on  Consultants  and  Familiariza/on  Tours   Public  Rela/ons   Special  Events   E-­‐Mail   Social  Media   Targeted  Lead  Development  Databases   Trade  Shows  and  Conferences   Slogans,  Logo  and  Graphic  Iden/ty   Online  Videos  (YouTube,  etc.)   Online  Adver/sing   Company  Blog   Brochures   Direct  Mail   Print  Adver/sing   TV/Radio  Adver/sing   Videos  (VHS,  DVD,  etc)   Telemarke/ng   Source:  Economic  Development  Marke2ng.  2013.  Ubalde  &  Simundza.     Ra4ng  Effec4ve   82%   74%   68%   65%   60%   50%   47%   42%   42%   41%   32%   31%   21%   21%   19%   17%   11%   10%   5%  
  • EDOs  allocate  most  money  to  websites   Marketing Strategy Website Trade Shows and Conferences Out-of-Town Meetings with Businesses Print Advertising Brochures Special Events Public Relations Site Selection Consultants and Familiarization Tours E-Mail Direct Mail Online Advertising Slogans, Logo and Graphic Identity Targeted Lead Development Databases TV/Radio Advertising Social Media Online Videos (YouTube, etc.) Videos (VHS, DVD, etc) Company Blog Telemarketing Source:  Economic  Development  Marke2ng.  2013.  Ubalde  &  Simundza.     Average Budget Allocation 17% 12% 10% 10% 9% 8% 8% 6% 5% 3% 3% 3% 2% 2% 2% 1% 1% 0% 0% Rating Effective 82% 42% 74% 17% 21% 60% 65% 68% 50% 19% 31% 41% 42% 11% 47% 32% 10% 21% 5%
  • Most  Valuable  Website  Features   Website  Features   Source:  Economic   Development   Marke2ng.  2013.   Ubalde  &  Simundza.     ED  Rank   Important Land/sites  and  buildings  inventory   Labor  force  (availability  and  wages)   Demographic  reports   Infrastructure  (u/li/es  and  transporta/on)   Maps   Major  industries  or  business/industry  clusters   Staff  directory  and  contact  informa/on     Incen/ves   Major  employers   GIS  mapping  tools  for  site  selec/on  analysis  assistance   Business  assistance  services/how  to  start  a  business   Quality  of  life     Employment  training  programs   Tes/monials  and  success  stories   Hyperlinks  to  other  organiza/ons   News  about  community  (past  or  present)   Social  media  integra/on   Comparisons  to  other  areas   Business  list   Formavng  op/on  for  mobile  devices/mobile  apps   Transac/ons     Videos   User-­‐generated  content   91%   91%   90%   86%   85%   83%   83%   81%   80%   77%   74%   73%   70%   67%   67%   60%   60%   55%   53%   51%   48%   33%   24%  
  • 1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011  
  • Contact  Made  by  Site  Selectors  by  Stage   Contact  an  EDO   100%   97%   133%  advantage  for   EDO  with  required   website  content   90%   Visit  EDO  website   90%   83%   89%   92%   97%   91%   80%   66%   70%   74%   60%   49%   50%   56%   Use  an  EDO  website   40%   32%   37%   30%   Contact  an  EDO  staff  person   23%   20%   Ini4al  site  selec4on   Developing  a  long-­‐list   Evalua4on/analysis  of   Narrowing  op4ons  to   Analysis  of  short-­‐list     Confirm  informa4on   search   a  long-­‐list   a  short-­‐list   gathered   Source:  Na/onal  Survey  of  Corporate  Real  Estate  Pros    and  Site  Selec/on  Consultants  by  GIS  Planning  .  ©  2012   Client  requires  EDO   contact    
  • Can  my  business  succeed  here?   1.  Community  Site  Selec4on   2.  Property  Search   3.  People   4.  Business  
  • 1.    What  is  the  right  community   for  my  business?  
  • Define  Communi/es  based  on  people,   labor  force,  transporta/on  or  incen/ves  
  • Community  results  base  upon  user   defined  criteria  
  • Community  Demographic  Reports  
  • 2.    Is  there  available              property  for  my  business?  
  • User-­‐defined  search  for  sites  and   property  based  on  loca/on,  use  &  size  
  • Draw  where  you   want  to  search   on  the  map  
  • Matching   proper/es  are   shown  in  a   comparison  list   &  on  the  map  
  • Use  scrolling  controls   similar  to  the  iPhone   to  see  all  proper/es  
  • Drill  down  into   individual     property  report  to   see  the  details  
  • 3.  Are  the  right  people  available            within  a  reasonable  distance?  
  • User-­‐defined   demographic   market  analysis   reports  provide   business   intelligence  
  • Modify  radius  in   miles…  
  • Roll  over  “Chart”  to   see  pie  graph  of   demographics  
  • 4.    What  about  the  other              business  in  the  area?   •  •  •  •  Compe/tors   Partners   Customers   Suppliers  
  • Choose  Business  Reports  
  • Compe//on  &  Synergies   Iden/fy  Industry  Clusters  
  • Pick  any  category,  like   Construc/on  
  • And  only  Construc/on   businesses  are  displayed  
  • Obtain  more  informa/on  by   visi/ng  the  provided  link  
  •  Geographic  Advantages   •  Zoom,  Measure,  Street,  Terrain,  Earth  Views   •  Move  the  map  in  any  direc/on   •  Turn  “Layers”  of  Informa/on  on/off   –  –  –  –  –  Aerials   Airports   Colleges   Flood  Zones   Golf  Courses       –  Hospitals   –  –  –  –  –  Parks   Railroads   Schools   Water   Zip  Codes  
  • Compare   Communi/es   across  the  United   States  
  • Compare  Results  
  • Thema/c   Mapping  of   Demographic   Variables  
  • Use  Google  Earth  
  • Drive  Times   Legend  
  • Show  Colleges  
  • Show  Railroads  
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • Do  you  really  understand  your   network  of  rela/onships?   The  hidden  value  isn’t  the   network  you  know.  It’s  the   network  they  know.  
  • Publication Link Tweets Facebook Shares Comments Yahoo News http://yhoo.it/94AF1t 15 40 22 Yahoo Finance http://yhoo.it/cY3V3I 125 2011 706 Ars Technica http://bit.ly/bC6rGo 90 240 61 CNN http://bit.ly/dmDooD 0 1219 186 Engadget http://bit.ly/b1uL7N 459 894 258 Huffington Post http://huff.to/c7HxYU 1326 86 105 GigaOM http://bit.ly/bhfld4 82 16 5 2197 4506 1343 Totals Total Tweet Count 5,302 Chattanooga tweets Twitter Reach 9.8 million impressions (24  hrs)  
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • Small  &  Medium  Size  Business   $250,000,000  /  year   0.01%   99.99%   Big  Biz  
  • Informa/on  &  Biz  Intelligence   Big  Biz   Small  &  Medium  Sized  Biz  
  • Dept.  of  Commerce  Best  Prac/ce  for   Businesses   Source:  hhp://docbusinessapps.challenge.gov/  
  • Vint  Cerf   Chief  Internet   Evangelist   Google   Vivek  Kundra   Vice  President   Salesforce.com   Tim  O’Reilly   Founder  and  CEO   O'Reilly  Media   John  Bryson   Secretary  of  Commerce   (Former)   Sheryl  Sandberg   Chief  Opera/ng  Officer   Facebook   Steven  Van  Roekel   Federal  Chief  Informa/on   Officer  
  • “Market  research  and  analysis  is   cri/cal  for  the  success  of  any  small   business  owner  or  entrepreneur.   Tools  like  SizeUp  deliver  data  right   to  the  finger/ps  of  business   owners  to  help  make  smart   decisions  and  have  the  greatest   opportunity  to  start,  grow,   compete  and  succeed.  In  today’s   challenging  economic  environment   where  small  businesses  create   nearly  all  net  new  jobs  in  the  U.S.,   help  for  small  businesses  is  more   important  than  ever  before.”   -­‐  Karen  Mills,  SBA  Administrator  
  • Demographic  Reports  are   available  for  a  place,  around  an   address,  or  for  a  custom   boundary  
  • Visualize  any  variable  on   the  map  by  clicking  on  it  
  • Run  a  report  for  a  custom  region  
  • Consumer  Expenditures     report  for  a  custom  boundary  
  • Switch  to   chart  view    
  • Labor  force  report  by  drive/me   around  an  address  
  • Map  distribu/on   of  sales   professionals  
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • 5  Solu/ons  for  Chambers  to  Leverage  the  Internet  to  increase  the  organiza/on’s  value   Foster  Economic   Development   1.  2.  3.  4.  5.  Grow  Local   Businesses   Influence   Policy   Foster  economic  development     Leverage  Social   Expand   Leverage  social  networks     Networks   Members’   Grow  local  businesses     Website   Influence  policy     Visibility   Expand  members  website  visibility    
  • How  Chambers  Get  Stagnant  and   What  to  Do  About  it.  
  • Embracing  the  opportunity  of  the   Internet  is  about  welcoming   innova/on  and  challenging   orthodoxies…  so  now  it’s  /me  to   talk  about  those  things  
  • Innovation! /in-uh-vey-shuhn/ !   Noun 1.  the creation of value for customers that either meets new/undiscovered needs or serves old needs in new ways. 2.  something newly introduced, such as a new method or device such as more effective products, processes, services, technologies, or ideas that are readily available to markets, governments, and society.   Synonyms: revolution – modernization – improvement- advance!
  • ge ve r a A   4ces c  Pra
  • It’s  not  about  ideas   It’s  about  making   ideas  happen.       It’s  the  challenge   of  adop/on  &   implementa/on  
  • Innova/on  in  Chambers  of   Commerce  
  • The  2  Reac/ons  You  Want  in  your   Innova/on  Strategy   Wow   Customers   Uh-­‐oh   Compe/tors  
  • High   Value   High   Low   Breakthrough   Innova/on   Sustaining   Innova/on     Low   Cost   Source:  Jon  Pihman,  VP,  Autodesk  –  lecture  Sept.  2013  
  • Myths  &  Reali/es  of  Innova/on  
  • MYTH   REALITY   Innova/on  comes  from   individual    genius   Charles Batchelor John Adams John Kruesi 1 From How Breakthroughs Happen, Andy Hagardon Innova/on  more  o|en   comes  from  the  right   network  of  people  and   teams  bringing  ideas   together   Thomas Edison and the Menlo Park Lab
  • MYTH   REALITY   Innova/on  is  about   inven/on  and  crea/ng  the   newest,  latest  thing     Innova/on  o|en  comes   from  recombina/on,  pairing   old  ideas  with  new   approaches  or  in  new   domains  or  applying  new   technology  to  tradi/onal   approaches   Post-It Note = Weak glue + New Use eBay = Auction + New Technology
  • MYTH   Innova/on  comes  from   brilliant  flashes  of   crea/vity   REALITY   Brilliant  flashes  are  great,   but  aren’t  easily  replicated.     Innova/on  efforts  within   organiza/ons  need  to  be   systema/zed,  with  the  right   discipline  and   methodologies.   “If I took a platoon of Marines and put them against a group of L.A. Design Center students, that platoon of Marines will outinnovate the design students every time. The real frontier of innovation is to not think of it as a creative exercise, but to think about it as being disciplined in using the right methods.” Larry Keeley
  • Orthodoxies! /(ôrth-dks)uhn/ !   Noun 1.  Custom, practices, or belief. 2.  Adherence to accepted norms, more specifically to creeds, especially in religion. 3.  Unstated assumptions that go unquestioned. Entrenched “wisdom” that no one thinks to change. 4.  from Greek orthos ("right", "true", "straight") + doxa ("opinion" or "belief", related to dokein, "to think”) Synonyms: unoriginal – conventional – traditional - faith!
  • What  is  a  bookstore?    
  • “All  of  us  are  prisoners,  to  one   degree  or  another,  of  our   experience.”   -­‐  CK  Prahalad  and  GaryHamel   Compe2ng  for  the  Future  
  • How  to  innovate  &  challenge  orthodoxies   1.  Be  open  minded  and  inten4onal  about  challenging   orthodoxies.  (New  and  younger  people  are  best  at   this)   2.  Ask  “Why  not?”  regularly.  Don’t  just  find  the   problem.  Find  the  solu/on.     3.  Look  outside  your  industry  market.     4.  Be  a  credible  here4c.  Acknowledge  why  there  is  an   orthodoxy  and  then  challenge  it  in  a  posi/ve  way.   Also,  orthodoxies  only  change  from  the  top  down.     5.  Recognize  innovators.  Rewarding  them  for  their   work.  Reward  their  effort  if  they  fail.       Concept  from:  “Flipping  Orthodoxies:  Overcoming  Insidious  Obstacles  to  Innova/on  by  Bansi  Nagji  and  Helen  Walters    
  • Innova/on   appears   incredibly   risky  
  • Failure  is  a  certainty.   “Success  is  99%  failure.”   -­‐  Soichiro  Honda  
  • What  mo/vates  you?   Focusing  on   failure  is  the   wrong  mo/va/on  
  • The  world  will  con/nue  to  innovate  and  change  
  • Will  your  community  and   organiza/on  be  beher  off  if  you   are  leaders  or  followers?    
  • The  moment  when  you  are  ready  to   quit  is  usually  the  moment  right   before  the  miracle  happens.       Don’t  give  up.       Try  new  things.     Make  mistakes.     Suffer  public  failures.     Emerge  on  the  other  side     with  success.    
  • “Change is not necessary. Survival is optional.” - W. Edwards Deming
  • Chambers  of  the  Future:     Reinven4ng  Chambers  of  Commerce  in   the  Age  of  the  Internet   Anatalio  Ubalde   CEO  &  Co-­‐Founder   ubalde@gisplanning.com          GISplanning.com        ZoomProspector.com        SizeUp.com