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WHAT WOULD GOOGLE DO?
Rethinking Economic Development
In the Internet Age
Tuesday, September 28, 2010
IEDC Annual Conferen...
A Word About The Book
and “Google Rules”
Charles FitzGibbon, VP,
Business Development
Journal Communications
Team “And-atalio”
Andy Levine…President, DCI
• Specialized in marketing places
• Work with 400+ cities, regions, states
an...
Team “Ben-Jen”
Ben Wright, CEO, Atlas Advertising
• Former practitioner, in ED Marketing since
1993
• Specializes in brand...
Google Rule #1
EVERYBODY NEEDS
GOOGLE JUICE
“It isn’t what you say about yourself. It’s
what Google says about you.”
Chris...
WHAT’S GOOGLE JUICE?
• The magic elixir that
makes Google value you
more because the world
values you more
• If your websi...
DO I HAVE GOOGLE JUICE?
Log-in to Google and search for:
• Your Community Name + “Economic Development”
• Your Community N...
RATING YOUR “GJQ”
(Google Juice Quotient)
NO JUICE = No Sign Of Your Website On The
First Page Of Search Results
GOOGLEY =...
HOW DO I GET MORE GOOGLE JUICE?
Four Rules
1. Get Others To Link To Your Website…Google
will notice their links and give y...
Google Rule #2
MIDDLEMEN ARE DOOMED
“For all middlemen the clock is ticking and
the question of value is looming.”
Jeff Ja...
Do you get value for what you pay
these people? Are they worth it? (page 74)
• Car salesmen
• Insurance brokers
• Head hun...
According to Jeff Jarvis:
• Real estate agents are more distrusted than
tabloid writers
• “Eliminate advertising. Or at le...
Hi.
I’m an economic developer.
I’m here to help.
Role Old New
Information Gatekeeper Distributor
Relationship Broker Connector
Technical Assistance Bureaucrat Enabler
Proc...
Google Rule #3
DO WHAT YOU DO BEST AND
LINK TO THE REST
“…the link forces specialization.”
Jeff Jarvis, Author,
What Would...
From general to specialized
• Linking is changing the structure – moving
generalization in media to specialization
• Speci...
Mapping =
Google Mashup
Real Estate =
Third Party
Examples of ED’s leveraging what
others do best
Google Rule #4
BE A PLATFORM & LISTEN
“Stop callin’, stop callin’,
I don’t wanna talk anymore.”
Lady Gaga
“Telephone”
PLATFORMS
IN ECONOMIC DEVELOPMENT
flickr
Orlando Rocks
LISTEN
Examples of ED’s listening
Google Rule #5
JOIN A NETWORK &
THINK DISTRIBUTED
“We can’t expect our customers
to come to us”
Quincy Smith, President
CB...
Power of
Networks
How To
• Give a talk at an industry conference
explaining something that has value to the
attendees; develop relationships...
Expecting Customers to Come to You
© GIS Planning Inc.
Be Distributed: Where the Customers Are
© GIS Planning Inc.
Result: More Customers Come to You
© GIS Planning Inc.
How To
• Hire more people.
• Fly more places.
• Buy more ads.
• Distribute your online presence.
• Widgitize your organiza...
Being Distributed
• Create value within the networks you occupy.
Make sure you’re are a node in the network
that each time...
Build a Digital Ambassador Program
• Identify savvy executives
in your community with
social media followings
• Provide wi...
Google Rule #6
ANSWERS ARE
INSTANTANEOUS
“Fast is better than slow.”
Ten Things Google Has
Found To Be True
“Comprehensive List of Major
Private Sector Employers
with Headcount”
ED Organization
Website
Easy to
Find
Difficult to
Fi...
“A Map That Shows
Your Location in the Context
of Surrounding States.”
ED Organization
Website
Easy to
Find
Difficult to
F...
“List of Four-Year and
Two-Year Colleges with
Enrollment Stats”
ED Organization
Website
Easy to
Find
Difficult to
Find
Not...
“Contact information (direct
telephone line and email) for
senior economic developers”
ED Organization Website Easy to
Fin...
“A Concise List of Economic
Development Incentives”
ED Organization Website Easy to
Find
Difficult
to Find
Not
Found
Airdr...
Google Rule #7
YOUR CUSTOMERS ARE
YOUR AD AGENCY
“In the 20th century, we did monologue
marketing. In the 21st century, we...
SHARE
Your Customers are varied – use
them to develop and tell the story
• Real estate devleopers/brokers = inventory
experts
• ...
Testimonial Example
Google Rule #8
MAKE MISTAKES WELL
“Oops. I did it again.”
Britney Spears
“Oops. I Did It Again”
OUTSTANDING MISTAKES
Summing It Up
1. Everybody Needs
Google Juice
2. Middlemen Are
Doomed
3. Do What You Do
Best and Link to the
Rest
4. Be A ...
• For a copy of this presentation, visit
Slideshare.net/?
• Presenter emails:
• Andy Levine: andy.levine@aboutdci.com / tw...
What Would Google Do? ReThinking Economic Development
What Would Google Do? ReThinking Economic Development
What Would Google Do? ReThinking Economic Development
What Would Google Do? ReThinking Economic Development
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What Would Google Do? ReThinking Economic Development

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Presentation at the International Economic Development Council (IEDC) annual conference in September 2010 by Jennifer Wakefield of the Metro Orlando Economic Development Commission, Andy Levine of DCI Marketing, Ben Wright of Atlas Advertising and Anatalio Ubalde of ZoomProspector and GIS Planning.

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  • In the book…the link…

    IMPACT on news…
    can link to history instead of repeat it
    is it necessary for each paper to have its own golf writer?
    how is the story unique???
  • Changes the structure.
    Generalization  Specialization
    Determine your specialty; your USP

    Mass of niches.

    Opportunities for collaboration.
  • Mapping
    We had the website company we work with do a Google “Mash-up” for us…

    For Real Estate searches…
    We utilize one of the many vendors…in this case, “Total Commercial”
  • Bad Lady Gaga. Pick up the phone.

    In the book…
    A platform enables. Helps others build value.
    Helps users create their own networks, products, communities, _____.
    EX: Google maps and the mashup we mentioned.
  • Some examples of platforms can be seen here.

    Digg…aggregation of news stories. OR your Facebook/LinkedIn/Twitter stream…

    Wikipedia…while still not allowed as an “official” source for scholarly research, pretty accurate.

    Based on the idea of the collective wisdom of crowds.

    CAVEAT – sometimes people are just wrong.
    Orlando Tip: NEVER followed the crowd at theme parks. Most people incorrectly believe they have to wait in line and don’t notice the empty area is actually the other line…

    Facebook platform is open for applications…

    Which unfortunately can lead to things like FARMVILLE.


  • Flickr

    Orlando Rocks microsite
  • Google alerts

    Tweetdeck

    HootSuite

    PR tools
  • Mapping
    We had the website company we work with do a Google “Mash-up” for us…

    For Real Estate searches…
    We utilize one of the many vendors…in this case, “Total Commercial”
  • The power of “SHARE”
  • Mapping
    We had the website company we work with do a Google “Mash-up” for us…

    For Real Estate searches…
    We utilize one of the many vendors…in this case, “Total Commercial”
  • Transcript of "What Would Google Do? ReThinking Economic Development"

    1. 1. WHAT WOULD GOOGLE DO? Rethinking Economic Development In the Internet Age Tuesday, September 28, 2010 IEDC Annual Conference in Columbus
    2. 2. A Word About The Book and “Google Rules” Charles FitzGibbon, VP, Business Development Journal Communications
    3. 3. Team “And-atalio” Andy Levine…President, DCI • Specialized in marketing places • Work with 400+ cities, regions, states and countries since 1960. Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com • Invented Web GIS for E.D. Site Selection • Current clients in 42 states + majority of top 100 cities + small communities
    4. 4. Team “Ben-Jen” Ben Wright, CEO, Atlas Advertising • Former practitioner, in ED Marketing since 1993 • Specializes in branding, websites, GIS, and prospect management for ED • Tucks i-Phone in at night Jennifer Wakefield, Director of Public Relations, Metro Orlando EDC • Accredited in Public Relations, 10 years in PR, Adjunct Instructor • Economic Development Marketing > 4 years
    5. 5. Google Rule #1 EVERYBODY NEEDS GOOGLE JUICE “It isn’t what you say about yourself. It’s what Google says about you.” Chris Anderson, Author, The Long Tail
    6. 6. WHAT’S GOOGLE JUICE? • The magic elixir that makes Google value you more because the world values you more • If your website can’t be found, you might as well not exist
    7. 7. DO I HAVE GOOGLE JUICE? Log-in to Google and search for: • Your Community Name + “Economic Development” • Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce” • Your Organization Name (including variations and misspellings)
    8. 8. RATING YOUR “GJQ” (Google Juice Quotient) NO JUICE = No Sign Of Your Website On The First Page Of Search Results GOOGLEY = Website Consistently In The First Page of Search Results GOOGLIER = In Top Five Results GOOGLIEST = We’re #1
    9. 9. HOW DO I GET MORE GOOGLE JUICE? Four Rules 1. Get Others To Link To Your Website…Google will notice their links and give you more juice. 2. Keyword Content…Identify keywords prospects use to search for you and prominently display. 3. Avoid Fancy Technology That’s Makes Your Site “Dance And Sing”…Google won’t recognize this and it will annoy prospects. 4. Give Every Page A Logical, Permanent Address
    10. 10. Google Rule #2 MIDDLEMEN ARE DOOMED “For all middlemen the clock is ticking and the question of value is looming.” Jeff Jarvis, Author, What Would Google Do?
    11. 11. Do you get value for what you pay these people? Are they worth it? (page 74) • Car salesmen • Insurance brokers • Head hunters • Advertising agencies • Travel agents • Real estate agents
    12. 12. According to Jeff Jarvis: • Real estate agents are more distrusted than tabloid writers • “Eliminate advertising. Or at least fire your ad agency.” • “…travel agents (oh, sorry, they’re already nearly extinct.”
    13. 13. Hi. I’m an economic developer. I’m here to help.
    14. 14. Role Old New Information Gatekeeper Distributor Relationship Broker Connector Technical Assistance Bureaucrat Enabler Process Convoluted Transparent Efficiency Marketing Say it Be it Economic Developer Middleman Leader © GIS Planning Inc.
    15. 15. Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “…the link forces specialization.” Jeff Jarvis, Author, What Would Google Do?
    16. 16. From general to specialized • Linking is changing the structure – moving generalization in media to specialization • Specialization creates: – Stronger USP’s – Mass of “niches” – Opportunities for collaboration
    17. 17. Mapping = Google Mashup Real Estate = Third Party Examples of ED’s leveraging what others do best
    18. 18. Google Rule #4 BE A PLATFORM & LISTEN “Stop callin’, stop callin’, I don’t wanna talk anymore.” Lady Gaga “Telephone”
    19. 19. PLATFORMS
    20. 20. IN ECONOMIC DEVELOPMENT flickr Orlando Rocks
    21. 21. LISTEN
    22. 22. Examples of ED’s listening
    23. 23. Google Rule #5 JOIN A NETWORK & THINK DISTRIBUTED “We can’t expect our customers to come to us” Quincy Smith, President CBS Interactive
    24. 24. Power of Networks
    25. 25. How To • Give a talk at an industry conference explaining something that has value to the attendees; develop relationships with them. • Make sure your websites are linked from/to the right partners. • Grow your social network. • Join online industry and economic development networks. • Grow where the networks are largest. • Be where the networks are specialized.
    26. 26. Expecting Customers to Come to You © GIS Planning Inc.
    27. 27. Be Distributed: Where the Customers Are © GIS Planning Inc.
    28. 28. Result: More Customers Come to You © GIS Planning Inc.
    29. 29. How To • Hire more people. • Fly more places. • Buy more ads. • Distribute your online presence. • Widgitize your organization. • Be where your customers are. • Create EDO profiles/pages on social media networks. Add value on them to customers seek you out.
    30. 30. Being Distributed • Create value within the networks you occupy. Make sure you’re are a node in the network that each time it’s touched the other nodes get value. • Be where your customers are. • If you are small be a part of something big: a network (page 56) • Create something so great that others distribute it.
    31. 31. Build a Digital Ambassador Program • Identify savvy executives in your community with social media followings • Provide with frequent updates that they can tweet, blog and share to their networks
    32. 32. Google Rule #6 ANSWERS ARE INSTANTANEOUS “Fast is better than slow.” Ten Things Google Has Found To Be True
    33. 33. “Comprehensive List of Major Private Sector Employers with Headcount” ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership Dennis Donovan WDG Consulting
    34. 34. “A Map That Shows Your Location in the Context of Surrounding States.” ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership Kathy Mussio Atlas Insight LLC
    35. 35. “List of Four-Year and Two-Year Colleges with Enrollment Stats” ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership Joe Lacy Biggins, Lacy & Shapiro
    36. 36. “Contact information (direct telephone line and email) for senior economic developers” ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership Jason Hickey Hickey & Associates, LLC
    37. 37. “A Concise List of Economic Development Incentives” ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership All Consultants Surveyed
    38. 38. Google Rule #7 YOUR CUSTOMERS ARE YOUR AD AGENCY “In the 20th century, we did monologue marketing. In the 21st century, we’ve moved to dialogue. Customers…will not tolerate not being heard” Source: John Hayes, CMO, American Express
    39. 39. SHARE
    40. 40. Your Customers are varied – use them to develop and tell the story • Real estate devleopers/brokers = inventory experts • Local bloggers = local insight and color • Local CEO’s = your sales team • Site Selectors = the translators of your message
    41. 41. Testimonial Example
    42. 42. Google Rule #8 MAKE MISTAKES WELL “Oops. I did it again.” Britney Spears “Oops. I Did It Again”
    43. 43. OUTSTANDING MISTAKES
    44. 44. Summing It Up 1. Everybody Needs Google Juice 2. Middlemen Are Doomed 3. Do What You Do Best and Link to the Rest 4. Be A Platform & Listen 5. Join a Network & Think Distributed 6. Answers are Instantaneous 7. Your Customers Are Your Ad Agency 8. Make Mistakes Well
    45. 45. • For a copy of this presentation, visit Slideshare.net/? • Presenter emails: • Andy Levine: andy.levine@aboutdci.com / twitter: @AboutDCI • Anatalio Ubalde: ubalde@gisplanning.com / twitter: @ZoomProspector • Jennifer Wakefield: jennifer.wakefield@orlandoedc.com • Ben Wright: benw@atlas-advertising.com / twitter: @atlasad • Charles FitzGibbon: cfitzgibbon@jnlcom.com Thank You!!!
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