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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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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 />
  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>