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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”
        Charles FitzGibbon, VP,
        Business Development
        Journal Communications
Team “And-atalio”
Andy Levine…President, DCI
• Specialized in marketing places
• Work with 400+ cities, regions, states
  and countries since 1960.
Anatalio Ubalde, CEO, GIS Planning Inc. &
  ZoomProspector.com
• Invented Web GIS for E.D. Site Selection
• Current clients in 42 states + majority of
  top 100 cities + small communities
Team “Ben-Jen”
Ben Wright, CEO, Atlas Advertising
• Former practitioner, in ED Marketing since
  1993
• Specializes in branding, websites, GIS, and
  prospect management for ED
• Tucks i-Phone in at night
Jennifer Wakefield, Director of Public
  Relations, Metro Orlando EDC
• Accredited in Public Relations, 10 years in PR,
  Adjunct Instructor
• Economic Development Marketing > 4 years
Google Rule #1
        EVERYBODY NEEDS
          GOOGLE JUICE

 “It isn’t what you say about yourself. It’s
       what Google says about you.”

                         Chris Anderson, Author,
                         The Long Tail
WHAT’S GOOGLE JUICE?
        • The magic elixir that
          makes Google value you
          more because the world
          values you more
        • If your website can’t be
          found, you might as well
          not exist
DO I HAVE GOOGLE JUICE?

Log-in to Google and search for:
• Your Community Name + “Economic Development”
• Your Community Name + “Business,” “Business
  Expansion,” “Business Relocation,” “Demographics,”
  “Foreign Direct Investment,” “Incentives,” “Maps,”
  “Office Space,” “Site Selection,” “Workforce”
• Your Organization Name (including variations and
  misspellings)
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
1. Get Others To Link To Your Website…Google
   will notice their links and give you more juice.
2. Keyword Content…Identify keywords prospects
   use to search for you and prominently display.
3. Avoid Fancy Technology That’s Makes Your Site
   “Dance And Sing”…Google won’t recognize this
   and it will annoy prospects.
4. Give Every Page A Logical, Permanent Address
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?
Do you get value for what you pay
these people? Are they worth it?         (page 74)



• Car salesmen        • Advertising agencies
• Insurance brokers   • Travel agents
• Head hunters        • Real estate agents
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.”
What Would Google Do
Hi.
I’m an economic developer.
     I’m here to help.
Anatalio Ubalde’s slide:
                Old vs. new economic development
            From the What Would Google Do Presentation
  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

© Economic Development Online by Anatalio Ubalde & Andrew Krueger
What Would Google Do
Google Rule #3
  DO WHAT YOU DO BEST AND
      LINK TO THE REST

      “…the link forces specialization.”


                       Jeff Jarvis, Author,
                       What Would Google Do?
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
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.”


                         Lady Gaga
                         “Telephone”
PLATFORMS
IN ECONOMIC DEVELOPMENT

 flickr




               Orlando Rocks
LISTEN
Examples of ED’s listening
Google Rule #5
        JOIN A NETWORK &
        THINK DISTRIBUTED

      “We can’t expect our customers
             to come to us”
                 Quincy Smith, President
                 CBS Interactive
Power of
Networks
What Would Google Do
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.
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
• 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.
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.
Build a Digital Ambassador Program

               • Identify savvy executives
                 in your community with
                 social media followings
               • Provide with frequent
                 updates that they can
                 tweet, blog and share to
                 their networks
What Would Google Do
Google Rule #6
           ANSWERS ARE
          INSTANTANEOUS

         “Fast is better than slow.”

                         Ten Things Google Has
                         Found To Be True
“Comprehensive List of Major
                                   Private Sector Employers
                                           with Headcount”
  Dennis Donovan
  WDG Consulting

     ED Organization             Easy to   Difficult to    Not
        Website                   Find        Find        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
   Kathy Mussio                     of Surrounding States.”
  Atlas Insight LLC


     ED Organization            Easy to   Difficult to    Not
        Website                  Find        Find        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
      Joe Lacy                          Enrollment Stats”
Biggins, Lacy & Shapiro

     ED Organization           Easy to   Difficult to    Not
        Website                 Find        Find        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
     Jason Hickey
                                senior economic developers”
Hickey & Associates, LLC
  ED Organization Website          Easy to   Difficult    Not
                                    Find     to Find     Found
 Airdrie Economic Development

 Athens County Economic
 Development Partnership
 Iowa City Area Development
 Kilgore Economic Development
 Corporation
 Metro MSP

 The Indy Partnership
All Consultants                “A Concise List of Economic
    Surveyed                     Development Incentives”

 ED Organization Website        Easy to   Difficult    Not
                                 Find     to Find     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 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
SHARE
Your Customers are varied – use
them to develop and tell the story
• Real estate developers/brokers = inventory
  experts
• Local bloggers = local insight and color
• Local CEO’s = your sales team
• Site Selectors = the translators of your
  message
Testimonial Example
Google Rule #8
      MAKE MISTAKES WELL

           “Oops. I did it again.”



                         Britney Spears
                         “Oops. I Did It Again”
OUTSTANDING MISTAKES
Summing It Up
1. Everybody Needs        5. Join a Network &
   Google Juice              Think Distributed
2. Middlemen Are          6. Answers are
   Doomed                    Instantaneous
3. Do What You Do         7. Your Customers Are
   Best and Link to the      Your Ad Agency
   Rest                   8. Make Mistakes
4. Be A Platform &           Well
   Listen
Thank You!!!
• Presenter emails:
  • Andy Levine: andy.levine@aboutdci.com /
    twitter: @AboutDCI
  • Anatalio Ubalde: ubalde@gisplanning.com /
    twitter: @ZoomProspector
  • Jennifer Wakefield:
    jennifer.wakefield@orlandoedc.com
  • Ben Wright: benw@atlas-advertising.com /
    twitter: @atlasad
  • Charles FitzGibbon: cfitzgibbon@jnlcom.com

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What Would Google Do

  • 1. WHAT WOULD GOOGLE DO? Rethinking Economic Development In the Internet 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
  • 3. Team “And-atalio” Andy Levine…President, DCI • Specialized in marketing places • Work with 400+ cities, regions, states and countries since 1960. Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com • Invented Web GIS for E.D. Site Selection • Current clients in 42 states + majority of top 100 cities + small communities
  • 4. Team “Ben-Jen” Ben Wright, CEO, Atlas Advertising • Former practitioner, in ED Marketing since 1993 • Specializes in branding, websites, GIS, and prospect management for ED • Tucks i-Phone in at night Jennifer Wakefield, Director of Public Relations, Metro Orlando EDC • Accredited in Public Relations, 10 years in PR, Adjunct Instructor • Economic Development Marketing > 4 years
  • 5. Google Rule #1 EVERYBODY NEEDS GOOGLE JUICE “It isn’t what you say about yourself. It’s what Google says about you.” Chris Anderson, Author, The Long Tail
  • 6. WHAT’S GOOGLE JUICE? • The magic elixir that makes Google value you more because the world values you more • If your website can’t be found, you might as well not exist
  • 7. DO I HAVE GOOGLE JUICE? Log-in to Google and search for: • Your Community Name + “Economic Development” • Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce” • Your Organization Name (including variations and misspellings)
  • 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. HOW DO I GET MORE GOOGLE JUICE? Four Rules 1. Get Others To Link To Your Website…Google will notice their links and give you more juice. 2. Keyword Content…Identify keywords prospects use to search for you and prominently display. 3. Avoid Fancy Technology That’s Makes Your Site “Dance And Sing”…Google won’t recognize this and it will annoy prospects. 4. Give Every Page A Logical, Permanent Address
  • 10. 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?
  • 11. Do you get value for what you pay these people? Are they worth it? (page 74) • Car salesmen • Advertising agencies • Insurance brokers • Travel agents • Head hunters • Real estate agents
  • 12. 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.”
  • 14. Hi. I’m an economic developer. I’m here to help.
  • 15. Anatalio Ubalde’s slide: Old vs. new economic development From the What Would Google Do Presentation 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 © Economic Development Online by Anatalio Ubalde & Andrew Krueger
  • 17. Google Rule #3 DO WHAT YOU DO BEST AND LINK TO THE REST “…the link forces specialization.” Jeff Jarvis, Author, What Would Google Do?
  • 18. 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
  • 19. Examples of ED’s leveraging what others do best Mapping = Google Mashup Real Estate = Third Party
  • 20. Google Rule #4 BE A PLATFORM & LISTEN “Stop callin’, stop callin’, I don’t wanna talk anymore.” Lady Gaga “Telephone”
  • 22. IN ECONOMIC DEVELOPMENT flickr Orlando Rocks
  • 24. Examples of ED’s listening
  • 25. Google Rule #5 JOIN A NETWORK & THINK DISTRIBUTED “We can’t expect our customers to come to us” Quincy Smith, President CBS Interactive
  • 28. 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.
  • 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.
  • 32. 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.
  • 33. 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.
  • 34. Build a Digital Ambassador Program • Identify savvy executives in your community with social media followings • Provide with frequent updates that they can tweet, blog and share to their networks
  • 36. Google Rule #6 ANSWERS ARE INSTANTANEOUS “Fast is better than slow.” Ten Things Google Has Found To Be True
  • 37. “Comprehensive List of Major Private Sector Employers with Headcount” Dennis Donovan WDG Consulting ED Organization Easy to Difficult to Not Website Find Find 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 Kathy Mussio of Surrounding States.” Atlas Insight LLC ED Organization Easy to Difficult to Not Website Find Find 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 Joe Lacy Enrollment Stats” Biggins, Lacy & Shapiro ED Organization Easy to Difficult to Not Website Find Find 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 Jason Hickey senior economic developers” Hickey & Associates, LLC ED Organization Website Easy to Difficult Not Find to Find Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 41. All Consultants “A Concise List of Economic Surveyed Development Incentives” ED Organization Website Easy to Difficult Not Find to Find Found Airdrie Economic Development Athens County Economic Development Partnership Iowa City Area Development Kilgore Economic Development Corporation Metro MSP The Indy Partnership
  • 42. 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
  • 43. SHARE
  • 44. Your Customers are varied – use them to develop and tell the story • Real estate developers/brokers = inventory experts • Local bloggers = local insight and color • Local CEO’s = your sales team • Site Selectors = the translators of your message
  • 46. Google Rule #8 MAKE MISTAKES WELL “Oops. I did it again.” Britney Spears “Oops. I Did It Again”
  • 48. Summing It Up 1. Everybody Needs 5. Join a Network & Google Juice Think Distributed 2. Middlemen Are 6. Answers are Doomed Instantaneous 3. Do What You Do 7. Your Customers Are Best and Link to the Your Ad Agency Rest 8. Make Mistakes 4. Be A Platform & Well Listen
  • 49. Thank You!!! • Presenter emails: • Andy Levine: andy.levine@aboutdci.com / twitter: @AboutDCI • Anatalio Ubalde: ubalde@gisplanning.com / twitter: @ZoomProspector • Jennifer Wakefield: jennifer.wakefield@orlandoedc.com • Ben Wright: benw@atlas-advertising.com / twitter: @atlasad • Charles FitzGibbon: cfitzgibbon@jnlcom.com