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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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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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