WHAT WOULD GOOGLE DO?  Rethinking  Economic   Development   In  the   Internet  Age Tuesday, September 28, 2010 IEDC Annua...
A Word About The Book  and “Google Rules”  <ul><ul><li>Charles FitzGibbon, VP, Business Development </li></ul></ul><ul><ul...
Team “And-atalio” <ul><li>Andy Levine…President, DCI   </li></ul><ul><li>Specialized in marketing places  </li></ul><ul><l...
Team “Ben-Jen”  <ul><li>Ben Wright, CEO, Atlas Advertising   </li></ul><ul><li>Former practitioner, in ED Marketing since ...
Google Rule #1 EVERYBODY NEEDS  GOOGLE JUICE “ It isn’t what you say about yourself.  It’s what Google says about you.” <u...
WHAT’S GOOGLE JUICE?  <ul><li>The magic elixir that makes Google value you more because the world values you more </li></u...
DO I HAVE GOOGLE JUICE?  <ul><li>Log-in to Google and search for: </li></ul><ul><li>Your Community Name  + “Economic Devel...
RATING YOUR “GJQ”  (Google Juice Quotient)  NO JUICE  = No Sign Of Your Website On The  First Page Of Search Results GOOGL...
HOW DO I GET MORE GOOGLE JUICE?  Four Rules  <ul><li>Get Others To Link To Your Website …Google will notice their links an...
Google Rule #2 MIDDLEMEN ARE DOOMED “ For all middlemen the clock is ticking and the question of value is looming.” <ul><u...
Do you get value for what you pay these people? Are they worth it?  (page 74) <ul><li>Car salesmen </li></ul><ul><li>Insur...
According to Jeff Jarvis: <ul><li>Real estate agents are more distrusted than tabloid writers </li></ul><ul><li>“ Eliminat...
Hi.  I’m an economic developer.  I’m here to help.
© GIS Planning Inc.
 
Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “… the link forces specialization.” <ul><ul><li>Jeff Jarvis, Autho...
From general to specialized <ul><li>Linking is changing the structure – moving generalization in media to specialization  ...
Examples of ED’s leveraging what others do best Mapping = Google Mashup Real Estate = Third Party
Google Rule #4 BE A PLATFORM & LISTEN “ Stop callin’, stop callin’,  I don’t wanna talk anymore.” <ul><ul><li>Lady Gaga </...
PLATFORMS
IN ECONOMIC DEVELOPMENT <ul><li>flick r </li></ul><ul><li>  Orlando Rocks </li></ul>
LISTEN
Examples of ED’s listening
Google Rule #5 JOIN A NETWORK &  THINK DISTRIBUTED  “ We can’t expect our customers  to come to us” <ul><ul><li>Quincy Smi...
Power of Networks
 
How To <ul><li>Give a talk at an industry conference explaining something that has value to the attendees; develop relatio...
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 <ul><li>Hire more people.  </li></ul><ul><li>Fly more places. </li></ul><ul><li>Buy more ads.  </li></ul><ul><li>Di...
Being Distributed <ul><li>Create value within the networks you occupy.  Make sure you’re are a node in the network that ea...
Build a Digital Ambassador Program  <ul><li>Identify savvy executives in your community with social media followings </li>...
 
Google Rule #6 ANSWERS ARE INSTANTANEOUS “ Fast is better than slow.” <ul><ul><li>Ten Things Google Has Found To Be True <...
“ Comprehensive List of Major  Private Sector Employers  with Headcount” Dennis Donovan  WDG Consulting ED Organization We...
“ A Map That Shows  Your Location in the Context  of Surrounding States.” Kathy Mussio  Atlas Insight LLC ED Organization ...
“ List of Four-Year and  Two-Year Colleges with  Enrollment Stats” Joe Lacy  Biggins, Lacy & Shapiro ED Organization Websi...
“ Contact information (direct  telephone line and email) for  senior economic developers” Jason Hickey Hickey & Associates...
“ A Concise List of Economic  Development Incentives” All Consultants Surveyed ED Organization Website  Easy to Find Diffi...
Google Rule #7 YOUR CUSTOMERS ARE  YOUR AD AGENCY “ In the 20 th  century, we did monologue marketing.  In the 21 st  cent...
SHARE
Your Customers are varied – use them to develop and tell the story  <ul><li>Real estate devleopers/brokers = inventory exp...
Testimonial Example
Google Rule #8 MAKE MISTAKES WELL “ Oops. I did it again.” <ul><ul><li>Britney Spears </li></ul></ul><ul><ul><li>“ Oops. I...
OUTSTANDING MISTAKES
Summing It Up <ul><li>Everybody Needs Google Juice </li></ul><ul><li>Middlemen Are Doomed </li></ul><ul><li>Do What You Do...
<ul><ul><li>For a copy of this presentation, visit Slideshare.net/?  </li></ul></ul><ul><ul><li>Presenter emails:  </li></...
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What Would Google Do?

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Rethinking economic development in the Internet age.

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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”
  • What Would Google Do?

    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” <ul><ul><li>Charles FitzGibbon, VP, Business Development </li></ul></ul><ul><ul><li>Journal Communications </li></ul></ul>
    3. 3. Team “And-atalio” <ul><li>Andy Levine…President, DCI </li></ul><ul><li>Specialized in marketing places </li></ul><ul><li>Work with 400+ cities, regions, states and countries since 1960. </li></ul><ul><li>Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com </li></ul><ul><li>Invented Web GIS for E.D. Site Selection </li></ul><ul><li>Current clients in 42 states + majority of top 100 cities + small communities </li></ul>
    4. 4. Team “Ben-Jen” <ul><li>Ben Wright, CEO, Atlas Advertising </li></ul><ul><li>Former practitioner, in ED Marketing since 1993 </li></ul><ul><li>Specializes in branding, websites, GIS, and prospect management for ED </li></ul><ul><li>Tucks i-Phone in at night </li></ul><ul><li>Jennifer Wakefield, Director of Public Relations, Metro Orlando EDC </li></ul><ul><li>Accredited in Public Relations, 10 years in PR, Adjunct Instructor </li></ul><ul><li>Economic Development Marketing > 4 years </li></ul>
    5. 5. Google Rule #1 EVERYBODY NEEDS GOOGLE JUICE “ It isn’t what you say about yourself. It’s what Google says about you.” <ul><ul><li>Chris Anderson, Author, The Long Tail </li></ul></ul>
    6. 6. WHAT’S GOOGLE JUICE? <ul><li>The magic elixir that makes Google value you more because the world values you more </li></ul><ul><li>If your website can’t be found, you might as well not exist </li></ul>
    7. 7. DO I HAVE GOOGLE JUICE? <ul><li>Log-in to Google and search for: </li></ul><ul><li>Your Community Name + “Economic Development” </li></ul><ul><li>Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce” </li></ul><ul><li>Your Organization Name (including variations and misspellings) </li></ul>
    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 <ul><li>Get Others To Link To Your Website …Google will notice their links and give you more juice. </li></ul><ul><li>Keyword Content …Identify keywords prospects use to search for you and prominently display. </li></ul><ul><li>Avoid Fancy Technology That’s Makes Your Site “Dance And Sing ”…Google won’t recognize this and it will annoy prospects. </li></ul><ul><li>Give Every Page A Logical, Permanent Address </li></ul>
    10. 10. Google Rule #2 MIDDLEMEN ARE DOOMED “ For all middlemen the clock is ticking and the question of value is looming.” <ul><ul><li>Jeff Jarvis, Author, </li></ul></ul><ul><ul><li>What Would Google Do? </li></ul></ul>
    11. 11. Do you get value for what you pay these people? Are they worth it? (page 74) <ul><li>Car salesmen </li></ul><ul><li>Insurance brokers </li></ul><ul><li>Head hunters </li></ul><ul><li>Advertising agencies </li></ul><ul><li>Travel agents </li></ul><ul><li>Real estate agents </li></ul>
    12. 12. According to Jeff Jarvis: <ul><li>Real estate agents are more distrusted than tabloid writers </li></ul><ul><li>“ Eliminate advertising. Or at least fire your ad agency.” </li></ul><ul><li>“… travel agents (oh, sorry, they’re already nearly extinct.” </li></ul>
    13. 13. Hi. I’m an economic developer. I’m here to help.
    14. 14. © GIS Planning Inc.
    15. 16. Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “… the link forces specialization.” <ul><ul><li>Jeff Jarvis, Author, </li></ul></ul><ul><ul><li>What Would Google Do? </li></ul></ul>
    16. 17. From general to specialized <ul><li>Linking is changing the structure – moving generalization in media to specialization </li></ul><ul><li>Specialization creates: </li></ul><ul><ul><li>Stronger USP’s </li></ul></ul><ul><ul><li>Mass of “niches” </li></ul></ul><ul><ul><li>Opportunities for collaboration </li></ul></ul>
    17. 18. Examples of ED’s leveraging what others do best Mapping = Google Mashup Real Estate = Third Party
    18. 19. Google Rule #4 BE A PLATFORM & LISTEN “ Stop callin’, stop callin’, I don’t wanna talk anymore.” <ul><ul><li>Lady Gaga </li></ul></ul><ul><ul><li>“ Telephone” </li></ul></ul>
    19. 20. PLATFORMS
    20. 21. IN ECONOMIC DEVELOPMENT <ul><li>flick r </li></ul><ul><li> Orlando Rocks </li></ul>
    21. 22. LISTEN
    22. 23. Examples of ED’s listening
    23. 24. Google Rule #5 JOIN A NETWORK & THINK DISTRIBUTED “ We can’t expect our customers to come to us” <ul><ul><li>Quincy Smith, President </li></ul></ul><ul><ul><li>CBS Interactive </li></ul></ul>
    24. 25. Power of Networks
    25. 27. How To <ul><li>Give a talk at an industry conference explaining something that has value to the attendees; develop relationships with them. </li></ul><ul><li>Make sure your websites are linked from/to the right partners. </li></ul><ul><li>Grow your social network. </li></ul><ul><li>Join online industry and economic development networks. </li></ul><ul><li>Grow where the networks are largest. </li></ul><ul><li>Be where the networks are specialized. </li></ul>
    26. 28. Expecting Customers to Come to You © GIS Planning Inc.
    27. 29. Be Distributed: Where the Customers Are © GIS Planning Inc.
    28. 30. Result: More Customers Come to You © GIS Planning Inc.
    29. 31. How To <ul><li>Hire more people. </li></ul><ul><li>Fly more places. </li></ul><ul><li>Buy more ads. </li></ul><ul><li>Distribute your online presence. </li></ul><ul><li>Widgitize your organization. </li></ul><ul><li>Be where your customers are. </li></ul><ul><li>Create EDO profiles/pages on social media networks. Add value on them to customers seek you out. </li></ul>
    30. 32. Being Distributed <ul><li>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. </li></ul><ul><li>Be where your customers are. </li></ul><ul><li>If you are small be a part of something big: a network (page 56) </li></ul><ul><li>Create something so great that others distribute it. </li></ul>
    31. 33. Build a Digital Ambassador Program <ul><li>Identify savvy executives in your community with social media followings </li></ul><ul><li>Provide with frequent updates that they can tweet, blog and share to their networks </li></ul>
    32. 35. Google Rule #6 ANSWERS ARE INSTANTANEOUS “ Fast is better than slow.” <ul><ul><li>Ten Things Google Has Found To Be True </li></ul></ul>
    33. 36. “ Comprehensive List of Major Private Sector Employers with Headcount” Dennis Donovan WDG Consulting ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Council Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
    34. 37. “ A Map That Shows Your Location in the Context of Surrounding States.” Kathy Mussio Atlas Insight LLC ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Council Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
    35. 38. “ List of Four-Year and Two-Year Colleges with Enrollment Stats” Joe Lacy Biggins, Lacy & Shapiro ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Council Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
    36. 39. “ Contact information (direct telephone line and email) for senior economic developers” Jason Hickey Hickey & Associates, LLC ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Council Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
    37. 40. “ A Concise List of Economic Development Incentives” All Consultants Surveyed ED Organization Website Easy to Find Difficult to Find Not Found Airdrie Economic Development Athens County Economic Development Council Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
    38. 41. Google Rule #7 YOUR CUSTOMERS ARE YOUR AD AGENCY “ In the 20 th century, we did monologue marketing. In the 21 st century, we’ve moved to dialogue. Customers…will not tolerate not being heard” <ul><ul><li>Source: John Hayes, CMO, American Express </li></ul></ul>
    39. 42. SHARE
    40. 43. Your Customers are varied – use them to develop and tell the story <ul><li>Real estate devleopers/brokers = inventory experts </li></ul><ul><li>Local bloggers = local insight and color </li></ul><ul><li>Local CEO’s = your sales team </li></ul><ul><li>Site Selectors = the translators of your message </li></ul>
    41. 44. Testimonial Example
    42. 45. Google Rule #8 MAKE MISTAKES WELL “ Oops. I did it again.” <ul><ul><li>Britney Spears </li></ul></ul><ul><ul><li>“ Oops. I Did It Again” </li></ul></ul>
    43. 46. OUTSTANDING MISTAKES
    44. 47. Summing It Up <ul><li>Everybody Needs Google Juice </li></ul><ul><li>Middlemen Are Doomed </li></ul><ul><li>Do What You Do Best and Link to the Rest </li></ul><ul><li>Be A Platform & Listen </li></ul><ul><li>5. Join a Network & Think Distributed </li></ul><ul><li>Answers are Instantaneous </li></ul><ul><li>Your Customers Are Your Ad Agency </li></ul><ul><li>Make Mistakes Well </li></ul>
    45. 48. <ul><ul><li>For a copy of this presentation, visit Slideshare.net/? </li></ul></ul><ul><ul><li>Presenter emails: </li></ul></ul><ul><ul><ul><li>Andy Levine: [email_address] / twitter: @AboutDCI </li></ul></ul></ul><ul><ul><ul><li>Anatalio Ubalde: [email_address] / twitter: @ZoomProspector </li></ul></ul></ul><ul><ul><ul><li>Jennifer Wakefield: [email_address] </li></ul></ul></ul><ul><ul><ul><li>Ben Wright: [email_address] / twitter: @atlasad </li></ul></ul></ul><ul><ul><ul><li>Charles FitzGibbon: [email_address] </li></ul></ul></ul>Thank You!!!

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