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.
12. Your Community Name + “Business,” “Business Expansion,” “Business Relocation,” “Demographics,” “Foreign Direct Investment,” “Incentives,” “Maps,” “Office Space,” “Site Selection,” “Workforce”
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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
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”
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.
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
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?
In the book…the link… IMPACT on news…can link to history instead of repeat itis it necessary for each paper to have its own golf writer? how is the story unique???
Changes the structure.Generalization SpecializationDetermine your specialty; your USPMass of niches.Opportunities for collaboration.
MappingWe 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”
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.
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.
FlickrOrlando Rocks microsite
Google alertsTweetdeckHootSuitePR tools
The power of “SHARE”
MappingWe 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”