IEDC What Would Google Do?


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Review the Slides presented by Andy Levine, Anatalio Ubalde, Jennifer Wakefield, and Ben Wright at the International Economic Development Council Columbus 2010 meeting.

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  • In the book…the link… IMPACT on news…can link to history instead of repeat itis it necessary for each paper to have its own golf writer? how is the story unique???
  • Changes the structure.Generalization  SpecializationDetermine your specialty; your USPMass of niches.Opportunities for collaboration.
  • MappingWe 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.
  • FlickrOrlando Rocks microsite
  • Google alertsTweetdeckHootSuitePR tools
  • MappingWe 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”
  • MappingWe 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”
  • IEDC What Would Google Do?

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