Review the Slides presented by Andy Levine, Anatalio Ubalde, Jennifer Wakefield, and Ben Wright at the International Economic Development Council Columbus 2010 meeting.

1. WHAT WOULD GOOGLE DO? Rethinking EconomicDevelopment In theInternet Age Tuesday, September 28, 2010 IEDC Annual Conference in Columbus

2. A Word About The Book and “Google Rules” Charles FitzGibbon, VP, Business Development Journal Communications

6. Specializes in branding, websites, GIS, and prospect management for ED

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

13. HOW DO I GET MORE GOOGLE JUICE? Four Rules Get Others To Link To Your Website…Google will notice their links and give you more juice. Keyword Content…Identify keywords prospects use to search for you and prominently display. Avoid Fancy Technology That’s Makes Your Site “Dance And Sing”…Google won’t recognize this and it will annoy prospects. Give Every Page A Logical, Permanent Address

14. 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?

15. 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

16. 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.”

18. Hi. I’m an economic developer. I’m here to help.

19. © GIS Planning Inc.

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

22. 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

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

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

25. PLATFORMS

26. IN ECONOMIC DEVELOPMENT flickr Orlando Rocks

27. LISTEN

28. Examples of ED’s listening

29. Google Rule #5 JOIN A NETWORK & THINK DISTRIBUTED “We can’t expect our customers to come to us” Quincy Smith, President CBS Interactive

30. Power of Networks

32. 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.

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

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

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

36. 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.

37. 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.

40. Google Rule #6 ANSWERS ARE INSTANTANEOUS “Fast is better than slow.” Ten Things Google Has Found To Be True

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

42. “A Map That Shows Your Location in the Context of Surrounding States.” Kathy Mussio Atlas Insight LLC

43. “List of Four-Year and Two-Year Colleges with Enrollment Stats” Joe Lacy Biggins, Lacy & Shapiro

44. “Contact information (direct telephone line and email) for senior economic developers” Jason Hickey Hickey & Associates, LLC

45. “A Concise List of Economic Development Incentives” All Consultants Surveyed

46. 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

47. SHARE

49. Local bloggers = local insight and color

50. Local CEO’s = your sales team

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

53. OUTSTANDING MISTAKES

54. 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

56. Presenter emails:

57. Andy Levine: andy.levine@aboutdci.com / twitter: @AboutDCI

58. Anatalio Ubalde: ubalde@gisplanning.com / twitter: @ZoomProspector

59. Jennifer Wakefield: jennifer.wakefield@orlandoedc.com

60. Ben Wright: benw@atlas-advertising.com / twitter: @atlasad

61. Charles FitzGibbon: cfitzgibbon@jnlcom.com