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What Would Google Do? ReThinking Economic Development in the Internet Age

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WHAT WOULD GOOGLE DO? Rethinking Economic Development In the Internet Age Tuesday, September 28, 2010 IEDC Annual Conference in Columbus
A Word About The Book and “Google Rules” ,[object Object],[object Object]
Team “And-atalio” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Team “Ben-Jen” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Rule #1 EVERYBODY NEEDS GOOGLE JUICE “ It isn’t what you say about yourself. It’s what Google says about you.” ,[object Object]
WHAT’S GOOGLE JUICE? ,[object Object],[object Object]
DO I HAVE GOOGLE JUICE? ,[object Object],[object Object],[object Object],[object Object]
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
HOW DO I GET MORE GOOGLE JUICE? Four Rules ,[object Object],[object Object],[object Object],[object Object]
Google Rule #2 MIDDLEMEN ARE DOOMED “ For all middlemen the clock is ticking and the question of value is looming.” ,[object Object],[object Object]
Do you get value for what you pay these people? Are they worth it? (page 74) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
According to Jeff Jarvis: ,[object Object],[object Object],[object Object]
 
Hi. I’m an economic developer. I’m here to help.
© GIS Planning Inc. 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
 
Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “… the link forces specialization.” ,[object Object],[object Object]
From general to specialized ,[object Object],[object Object],[object Object],[object Object],[object Object]
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.” ,[object Object],[object Object]
PLATFORMS
IN ECONOMIC DEVELOPMENT ,[object Object],[object Object]
LISTEN
Examples of ED’s listening
Google Rule #5 JOIN A NETWORK & THINK DISTRIBUTED “ We can’t expect our customers to come to us” ,[object Object],[object Object]
Power of Networks
 
How To ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Being Distributed ,[object Object],[object Object],[object Object],[object Object]
Build a Digital Ambassador Program ,[object Object],[object Object]
 
Google Rule #6 ANSWERS ARE INSTANTANEOUS “ Fast is better than slow.” ,[object Object]
“ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
“ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
“ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
“ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
“ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
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” ,[object Object]
SHARE
Your Customers are varied – use them to develop and tell the story ,[object Object],[object Object],[object Object],[object Object]
Testimonial Example
Google Rule #8 MAKE MISTAKES WELL “ Oops. I did it again.” ,[object Object],[object Object]
OUTSTANDING MISTAKES
Summing It Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Thank You!!!

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What Would Google Do? ReThinking Economic Development in the Internet Age

  • 1. WHAT WOULD GOOGLE DO? Rethinking Economic Development In the Internet Age Tuesday, September 28, 2010 IEDC Annual Conference in Columbus
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  • 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
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  • 14. Hi. I’m an economic developer. I’m here to help.
  • 15. © GIS Planning Inc. 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
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  • 19. Examples of ED’s leveraging what others do best Mapping = Google Mashup Real Estate = Third Party
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  • 24. Examples of ED’s listening
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  • 29. Expecting Customers to Come to You © GIS Planning Inc.
  • 30. Be Distributed: Where the Customers Are © GIS Planning Inc.
  • 31. Result: More Customers Come to You © GIS Planning Inc.
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  • 37. “ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 38. “ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 39. “ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 40. “ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 41. “ 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 Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
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  • 43. SHARE
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Editor's Notes

  1. 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???
  2. Changes the structure. Generalization  Specialization Determine your specialty; your USP Mass of niches. Opportunities for collaboration.
  3. 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”
  4. 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.
  5. 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.
  6. Flickr Orlando Rocks microsite
  7. Google alerts Tweetdeck HootSuite PR tools
  8. 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”
  9. The power of “SHARE”
  10. 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”