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.

1. WHAT WOULD GOOGLE DO? Rethinking EconomicDevelopment In theInternet Age April 21, 2011 EDCC Annual Conference

2. Why Are We Talking About Google? A share bought for $1.00 in 2004 is worth $5.70 today

4. Dramatic downturn that froze company and workforce mobility

5. More global competition for business and jobs

6. With the recession, declines in public sector funding

12. Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce”

14. 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

15. ED Relationships – New Model © GIS Planning Inc.

16. Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “…the link forces specialization.” Jeff Jarvis, Author, What Would Google Do?

17. 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

18. Examples of ED’s leveraging what others do best Mapping = Google Mashup Real Estate = Third Party

19. Google Rule #4 BE A PLATFORM & LISTEN “Stop callin’, stop callin’, I don’t wanna talk anymore.” Lady Gaga “Telephone”

20. PLATFORMS

21. IN ECONOMIC DEVELOPMENT flickr Orlando Rocks

22. LISTEN

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. Expecting Customers to Come to You © GIS Planning Inc.

25. Be Distributed: Where the Customers Are © GIS Planning Inc.

26. Result: More Customers Come to You © GIS Planning Inc.

27. How To 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.

30. Phone calls

31. Email

32. Drop in visitors

34. This week in ED… Site Selectors reviewed hundreds of Cities, in less than an hour. They threw out 95% of them. They then did deep dives in less than 5 percent of the Cities they considered. To do those deep dives, they did an average of 20 Google searches If they didn’t find your website, they went to someone else’s. If they came to your site and didn’t find what they wanted in 10 seconds, they left.

35. “Comprehensive List of Major Private Sector Employers with Headcount” Dennis Donovan WDG Consulting

36. 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

37. SHARE

39. Local bloggers = local insight and color

40. Local CEO’s = your sales team

42. Google Rule #8 MAKE MISTAKES WELL “Oops. I did it again.” Britney Spears “Oops. I Did It Again”

43. OUTSTANDING MISTAKES

44. Summing It Up Everybody Needs Google Juice Middlemen Are Doomed Do What You Do Best and Link to the Rest Be A Platform & Listen 5. Join a Network & Think Distributed Answers are Instantaneous Your Customers Are Your Ad Agency Make Mistakes Well

45. Announcing the Atlas Smart City Economic Development Website Developed for cities and counties 100,000 in population or less At a budget that doesn’t break the bank Includes the features the big cities have: Content Management GIS Property Database Demographic Report Generator Helps small and midsized cities and counties reach local, regional, national, and international audiences http://www.atlas-advertising.com/smart-city-economic-development-website.aspx

46. To be able to brag to your friends about all you know… Be the closest at your table to answer: What percentage of U.S. Site Selectors use Social Media/Social Networks each week?

47. The answer… 86%