What Would Google Do (If it were in charge of Economic Development)


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Atlas Advertising CEO Ben Wright presents "What Would Google Do," a re-engineered version of the speech he gave with others at the International Economic Development Council's Annual Conference in Columbus Ohio.

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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
  • 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”
  • What Would Google Do (If it were in charge of Economic Development)

    1. 1. WHAT WOULD GOOGLE DO? <br />Rethinking EconomicDevelopment<br />In theInternet Age<br />April 21, 2011<br />EDCC Annual Conference<br />
    2. 2. Why Are We Talking About Google?<br />A share bought for $1.00 in 2004 is worth $5.70 today<br />
    3. 3. Over the Same Period, What has Been Happening in Economic Development?<br /><ul><li>Vast growth in the availability of information
    4. 4. Dramatic downturn that froze company and workforce mobility
    5. 5. More global competition for business and jobs
    6. 6. With the recession, declines in public sector funding
    7. 7. More scrutiny from private sector investors</li></li></ul><li>A Word About The Book <br />and “Google Rules” <br />
    8. 8. About this presentation <br /><ul><li>Originally given in September of 2010 at the IEDC Annual Conference in Columbus, OH
    9. 9. Speakers included:</li></li></ul><li>Google Rule #1<br />Everybody Needs 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 />
    10. 10. WHAT’S GOOGLE JUICE? <br /><ul><li>The magic elixir that makes Google value you more because the world values you more
    11. 11. 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”
    12. 12. Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce”
    13. 13. Your Organization Name (including variations and misspellings)</li></li></ul><li>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 />
    14. 14. 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 />
    15. 15. ED Relationships – New Model<br />© GIS Planning Inc. <br />
    16. 16. 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 />
    17. 17. 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 />
    18. 18. Examples of ED’s leveraging what others do best<br /> Mapping =<br /> Google Mashup<br /> Real Estate =<br /> Third Party<br />
    19. 19. 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 />
    20. 20. PLATFORMS<br />
    21. 21. IN ECONOMIC DEVELOPMENT<br />flickr<br /> Orlando Rocks<br />
    22. 22. LISTEN<br />
    23. 23. 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 />
    24. 24. Expecting Customers to Come to You<br />© GIS Planning Inc. <br />
    25. 25. Be Distributed: Where the Customers Are<br />© GIS Planning Inc. <br />
    26. 26. Result: More Customers Come to You<br />© GIS Planning Inc. <br />
    27. 27. How To<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 />
    28. 28. Build a Digital Ambassador Program <br /><ul><li>Identify savvy executives in your community with social media followings
    29. 29. Provide with frequent updates that they can tweet, blog and share to their networks</li></li></ul><li>Why Digital?<br /><ul><li>The average economic development organization nationwide gets 10 times the interactions on their website than all of the following forms of communication combined:
    30. 30. Phone calls
    31. 31. Email
    32. 32. Drop in visitors
    33. 33. Trade show conversations</li></li></ul><li>Google Rule #6<br />ANSWERS ARE INSTANTANEOUS<br />“Fast is better than slow.”<br />Ten Things Google Has Found To Be True<br />
    34. 34. This week in ED… <br />Site Selectors reviewed hundreds of Cities, in less than an hour. They threw out 95% of them. <br />They then did deep dives in less than 5 percent of the Cities they considered. <br />To do those deep dives, they did an average of 20 Google searches<br />If they didn’t find your website, they went to someone else’s.<br />If they came to your site and didn’t find what they wanted in 10 seconds, they left. <br />
    35. 35. “Comprehensive List of Major <br />Private Sector Employers <br />with Headcount”<br />Dennis Donovan <br />WDG Consulting<br />
    36. 36. 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 />
    37. 37. SHARE<br />
    38. 38. Your Customers are varied – use them to develop and tell the story <br /><ul><li>Real estate devleopers/brokers = inventory experts
    39. 39. Local bloggers = local insight and color
    40. 40. Local CEO’s = your sales team
    41. 41. Site Selectors = the translators of your message</li></li></ul><li>Testimonial Example<br />
    42. 42. Google Rule #8<br />MAKE MISTAKES WELL<br />“Oops. I did it again.”<br />Britney Spears<br />“Oops. I Did It Again”<br />
    43. 43. OUTSTANDING MISTAKES <br />
    44. 44. 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 />
    45. 45. Announcing the Atlas Smart City Economic Development Website <br />Developed for cities and counties <br />100,000 in population or less<br />At a budget that doesn’t break the bank<br />Includes the features the big cities have:<br />Content Management<br />GIS Property Database<br />Demographic Report Generator<br />Helps small and midsized cities and counties reach local, regional, national, and international audiences<br />http://www.atlas-advertising.com/smart-city-economic-development-website.aspx<br />
    46. 46. To be able to brag to your friends about all you know…<br />Be the closest at your table to answer:<br />What percentage of U.S. Site Selectors use Social Media/Social Networks each week?<br />
    47. 47. The answer…<br />86%<br />
    48. 48. Thank You! <br />To get this presentation, drop your card with myself or Guillermo Mazier <br />To Continue the Conversation: <br /><ul><li>Follow us on Twitter: www.twitter.com/AtlasAd
    49. 49. Tweet questions using hashtag #AskAtlas</li></ul>To join a community of innovative economic development marketers across many continents:<br /><ul><li>Next Gen Economic Development Marketers LinkedIn Group</li>