Chambers	
  of	
  the	
  Future:	
  	
  
Reinven4ng	
  Chambers	
  of	
  Commerce	
  in	
  
the	
  Age	
  of	
  the	
  Int...
What/who	
  is	
  the	
  compe//on	
  for	
  
chambers	
  of	
  commerce?	
  	
  
All	
  industries	
  are	
  geHng	
  disrupted	
  by	
  the	
  Internet	
  
How	
  will	
  this	
  
change	
  your	
  
Chamber	
  of	
  
Commerce?	
  
“In	
  the	
  1980s	
  the	
  barrier	
  to	
  
economic	
  development	
  was	
  access	
  
to	
  capital.	
  	
  Today,	...
What	
  happened?	
  

•  Disrup/ve	
  tech	
  changes	
  how	
  
info	
  is	
  accessed	
  
•  Change	
  to	
  all	
  ind...
Do	
  you	
  get	
  value	
  for	
  what	
  you	
  pay	
  
these	
  people?	
  Are	
  they	
  worth	
  it?	
   	
  
(page	...
According	
  to	
  Jeff	
  Jarvis:	
  
•  Real	
  estate	
  agents	
  are	
  more	
  distrusted	
  than	
  
tabloid	
  writ...
Disintermedia/on	
  
•  Old	
  =	
  informa/on	
  middleman	
  
•  Present	
  =	
  disintermedia/on	
  +	
  transparency	
...
Choices	
  
•  Stay	
  the	
  course	
  	
  
=	
  irrelevance	
  
•  Reinvent	
  	
  
=	
  give	
  it	
  away	
  so	
  
th...
The	
  new	
  model	
  for	
  Chambers:	
  
Role	
  	
  

Old	
  

New	
  

Informa/on	
  

Gatekeeper	
  

Distributor	
 ...
Past	
  >	
  Present	
  >	
  Future	
  
Marke4ng	
  &	
  Communica4ons	
  (Old	
  Way)	
  
Adver/sing	
  
Brochures	
  
Site	
  selec/on	
  informa/on	
  
Mee/ng	...
Marke4ng	
  Moves	
  from	
  Offline	
  to	
  Online	
  	
  
Offline	
  

Online	
  
Website	
  
E-­‐mail	
  
Blog	
  
Social	...
The	
  Internet	
  
eats	
  the	
  
world	
  
How	
  are	
  chambers	
  reinven/ng	
  
themselves?	
  	
  
•  Economic	
  development	
  (because	
  related)	
  	
  
• ...
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,...
Gone	
  are	
  the	
  days	
  where	
  a	
  new	
  business	
  to	
  
town	
  joins	
  a	
  chamber	
  just	
  because	
  ...
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	
...
5	
  Solu/ons	
  for	
  Chambers	
  to	
  Leverage	
  the	
  Internet	
  to	
  increase	
  the	
  organiza/on’s	
  value	
...
The	
  way	
  of	
  the	
  dinosaur	
  
•  “I	
  don’t	
  publicly	
  give	
  out	
  
informa/on	
  about	
  my	
  
commun...
Reality	
  

Because	
  they	
  don’t	
  give	
  the	
  
informa/on	
  out,	
  they	
  
aren’t	
  going	
  to	
  get	
  ca...
Na/onal	
  Survey	
  of	
  Economic	
  Dev.	
  Marke/ng	
  Effec/veness	
  
Marke4ng	
  Strategy	
  
Website	
  
Out-­‐of-­...
EDOs	
  allocate	
  most	
  money	
  to	
  websites	
  
Marketing Strategy
Website
Trade Shows and Conferences
Out-of-Town...
Most	
  Valuable	
  Website	
  Features	
  
Website	
  Features	
  

Source:	
  Economic	
  
Development	
  
Marke2ng.	
  ...
1998	
  

1999	
  

2000	
  

2001	
  

2002	
  

2003	
  

2004	
  

2005	
  

2006	
  

2007	
  

2008	
  

2009	
  

20...
Contact	
  Made	
  by	
  Site	
  Selectors	
  by	
  Stage	
  
Contact	
  an	
  EDO	
  
100%	
  

97%	
  

133%	
  advantag...
Can	
  my	
  business	
  succeed	
  here?	
  
1.  Community	
  Site	
  Selec4on	
  
2.  Property	
  Search	
  
3.  People	...
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/...
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	
  i...
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	
...
Do	
  you	
  really	
  understand	
  your	
  
network	
  of	
  rela/onships?	
  

The	
  hidden	
  value	
  isn’t	
  the	
...
Publication	


Link	


Tweets	


Facebook Shares	


Comments	


Yahoo News	


http://yhoo.it/94AF1t	


15	


40	


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Y...
5	
  Solu/ons	
  for	
  Chambers	
  to	
  Leverage	
  the	
  Internet	
  to	
  increase	
  the	
  organiza/on’s	
  value	
...
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...
“Market	
  research	
  and	
  analysis	
  is	
  
cri/cal	
  for	
  the	
  success	
  of	
  any	
  small	
  
business	
  ow...
Demographic	
  Reports	
  are	
  
available	
  for	
  a	
  place,	
  around	
  an	
  
address,	
  or	
  for	
  a	
  custom...
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	
...
5	
  Solu/ons	
  for	
  Chambers	
  to	
  Leverage	
  the	
  Internet	
  to	
  increase	
  the	
  organiza/on’s	
  value	
...
How	
  Chambers	
  Get	
  Stagnant	
  and	
  
What	
  to	
  Do	
  About	
  it.	
  
Embracing	
  the	
  opportunity	
  of	
  the	
  
Internet	
  is	
  about	
  welcoming	
  
innova/on	
  and	
  challenging	...
Innovation!
/in-uh-vey-shuhn/ !

	
   
Noun

1.  the creation of value for customers that
either meets new/undiscovered ne...
ge
ve r a
A

	
  
4ces
c
	
  Pra
It’s	
  not	
  about	
  ideas	
  
It’s	
  about	
  making	
  
ideas	
  happen.	
  	
  
	
  
It’s	
  the	
  challenge	
  
o...
Innova/on	
  in	
  Chambers	
  of	
  
Commerce	
  
The	
  2	
  Reac/ons	
  You	
  Want	
  in	
  your	
  
Innova/on	
  Strategy	
  

Wow	
   Customers	
  
Uh-­‐oh	
   Compe/t...
High	
  

Value	
  

High	
  
Low	
  

Breakthrough	
  
Innova/on	
  

Sustaining	
  
Innova/on	
  	
  

Low	
  

Cost	
  ...
Myths	
  &	
  Reali/es	
  of	
  Innova/on	
  
MYTH	
  

REALITY	
  

Innova/on	
  comes	
  from	
  
individual	
  	
  genius	
  

Charles
Batchelor
John Adams
John Krue...
MYTH	
  

REALITY	
  

Innova/on	
  is	
  about	
  
inven/on	
  and	
  crea/ng	
  the	
  
newest,	
  latest	
  thing	
  	
...
MYTH	
  

Innova/on	
  comes	
  from	
  
brilliant	
  flashes	
  of	
  
crea/vity	
  

REALITY	
  

Brilliant	
  flashes	
  ...
Orthodoxies!
/(ôrth-dks)uhn/ !

	
   
Noun

1.  Custom, practices, or belief. 
2.  Adherence to accepted norms, more
speci...
What	
  is	
  a	
  bookstore?	
  	
  
“All	
  of	
  us	
  are	
  prisoners,	
  to	
  one	
  
degree	
  or	
  another,	
  of	
  our	
  
experience.”	
  
-­‐	
  C...
How	
  to	
  innovate	
  &	
  challenge	
  orthodoxies	
  
1.  Be	
  open	
  minded	
  and	
  inten4onal	
  about	
  chall...
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	
...
“Change is not necessary.
Survival is optional.”
- W. Edwards Deming
Chambers	
  of	
  the	
  Future:	
  	
  
Reinven4ng	
  Chambers	
  of	
  Commerce	
  in	
  
the	
  Age	
  of	
  the	
  Int...
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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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 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

    1. 1. 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      
    2. 2. What/who  is  the  compe//on  for   chambers  of  commerce?    
    3. 3. All  industries  are  geHng  disrupted  by  the  Internet  
    4. 4. How  will  this   change  your   Chamber  of   Commerce?  
    5. 5. “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        
    6. 6. 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  
    7. 7. 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  
    8. 8. 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.”    
    9. 9. Disintermedia/on   •  Old  =  informa/on  middleman   •  Present  =  disintermedia/on  +  transparency   •  New  =  add  value  +  prosper  
    10. 10. Choices   •  Stay  the  course     =  irrelevance   •  Reinvent     =  give  it  away  so   they  come  to  you  
    11. 11. 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  
    12. 12. Past  >  Present  >  Future  
    13. 13. 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  
    14. 14. 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  
    15. 15. The  Internet   eats  the   world  
    16. 16. 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)    
    17. 17. You  can  wait  un/l  it’s  too  late  to   reinvent  your  online  strategy  
    18. 18. 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  
    19. 19. 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.    
    20. 20. Many  members   are  so  busy  they   don’t  have  /me   to  even  ahend   events.    
    21. 21. What  have  chambers  tradi/onally   done  and  how  do  they   communicate?    
    22. 22. 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    
    23. 23. 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    
    24. 24. 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.”      
    25. 25. Reality   Because  they  don’t  give  the   informa/on  out,  they   aren’t  going  to  get  called   at  all.  
    26. 26. 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%  
    27. 27. 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%
    28. 28. 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%  
    29. 29. 1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011  
    30. 30. 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    
    31. 31. Can  my  business  succeed  here?   1.  Community  Site  Selec4on   2.  Property  Search   3.  People   4.  Business  
    32. 32. 1.    What  is  the  right  community   for  my  business?  
    33. 33. Define  Communi/es  based  on  people,   labor  force,  transporta/on  or  incen/ves  
    34. 34. Community  results  base  upon  user   defined  criteria  
    35. 35. Community  Demographic  Reports  
    36. 36. 2.    Is  there  available              property  for  my  business?  
    37. 37. User-­‐defined  search  for  sites  and   property  based  on  loca/on,  use  &  size  
    38. 38. Draw  where  you   want  to  search   on  the  map  
    39. 39. Matching   proper/es  are   shown  in  a   comparison  list   &  on  the  map  
    40. 40. Use  scrolling  controls   similar  to  the  iPhone   to  see  all  proper/es  
    41. 41. Drill  down  into   individual     property  report  to   see  the  details  
    42. 42. 3.  Are  the  right  people  available            within  a  reasonable  distance?  
    43. 43. User-­‐defined   demographic   market  analysis   reports  provide   business   intelligence  
    44. 44. Modify  radius  in   miles…  
    45. 45. Roll  over  “Chart”  to   see  pie  graph  of   demographics  
    46. 46. 4.    What  about  the  other              business  in  the  area?   •  •  •  •  Compe/tors   Partners   Customers   Suppliers  
    47. 47. Choose  Business  Reports  
    48. 48. Compe//on  &  Synergies   Iden/fy  Industry  Clusters  
    49. 49. Pick  any  category,  like   Construc/on  
    50. 50. And  only  Construc/on   businesses  are  displayed  
    51. 51. Obtain  more  informa/on  by   visi/ng  the  provided  link  
    52. 52.  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  
    53. 53. Compare   Communi/es   across  the  United   States  
    54. 54. Compare  Results  
    55. 55. Thema/c   Mapping  of   Demographic   Variables  
    56. 56. Use  Google  Earth  
    57. 57. Drive  Times   Legend  
    58. 58. Show  Colleges  
    59. 59. Show  Railroads  
    60. 60. 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    
    61. 61. Do  you  really  understand  your   network  of  rela/onships?   The  hidden  value  isn’t  the   network  you  know.  It’s  the   network  they  know.  
    62. 62. 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)  
    63. 63. 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    
    64. 64. Small  &  Medium  Size  Business   $250,000,000  /  year   0.01%   99.99%   Big  Biz  
    65. 65. Informa/on  &  Biz  Intelligence   Big  Biz   Small  &  Medium  Sized  Biz  
    66. 66. Dept.  of  Commerce  Best  Prac/ce  for   Businesses   Source:  hhp://docbusinessapps.challenge.gov/  
    67. 67. 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  
    68. 68. “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  
    69. 69. Demographic  Reports  are   available  for  a  place,  around  an   address,  or  for  a  custom   boundary  
    70. 70. Visualize  any  variable  on   the  map  by  clicking  on  it  
    71. 71. Run  a  report  for  a  custom  region  
    72. 72. Consumer  Expenditures     report  for  a  custom  boundary  
    73. 73. Switch  to   chart  view    
    74. 74. Labor  force  report  by  drive/me   around  an  address  
    75. 75. Map  distribu/on   of  sales   professionals  
    76. 76. 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    
    77. 77. 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    
    78. 78. How  Chambers  Get  Stagnant  and   What  to  Do  About  it.  
    79. 79. Embracing  the  opportunity  of  the   Internet  is  about  welcoming   innova/on  and  challenging   orthodoxies…  so  now  it’s  /me  to   talk  about  those  things  
    80. 80. 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!
    81. 81. ge ve r a A   4ces c  Pra
    82. 82. It’s  not  about  ideas   It’s  about  making   ideas  happen.       It’s  the  challenge   of  adop/on  &   implementa/on  
    83. 83. Innova/on  in  Chambers  of   Commerce  
    84. 84. The  2  Reac/ons  You  Want  in  your   Innova/on  Strategy   Wow   Customers   Uh-­‐oh   Compe/tors  
    85. 85. High   Value   High   Low   Breakthrough   Innova/on   Sustaining   Innova/on     Low   Cost   Source:  Jon  Pihman,  VP,  Autodesk  –  lecture  Sept.  2013  
    86. 86. Myths  &  Reali/es  of  Innova/on  
    87. 87. 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
    88. 88. 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
    89. 89. 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
    90. 90. 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!
    91. 91. What  is  a  bookstore?    
    92. 92. “All  of  us  are  prisoners,  to  one   degree  or  another,  of  our   experience.”   -­‐  CK  Prahalad  and  GaryHamel   Compe2ng  for  the  Future  
    93. 93. 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    
    94. 94. Innova/on   appears   incredibly   risky  
    95. 95. Failure  is  a  certainty.   “Success  is  99%  failure.”   -­‐  Soichiro  Honda  
    96. 96. What  mo/vates  you?   Focusing  on   failure  is  the   wrong  mo/va/on  
    97. 97. The  world  will  con/nue  to  innovate  and  change  
    98. 98. Will  your  community  and   organiza/on  be  beher  off  if  you   are  leaders  or  followers?    
    99. 99. 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.    
    100. 100. “Change is not necessary. Survival is optional.” - W. Edwards Deming
    101. 101. 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      

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