Effective economic development organizations put the Internet at the core of their initiatives. Discover how to maximize success from the most effective online tools and strategies. If you aren't implementing these efforts, you're falling behind
1. How the Internet has Changed
Economic Development and How
You Can Benefit
Russell Riblett
Director of Sales
rriblett@gisplanning.com
GISplanning.com ZoomProspector.com SizeUp.com
2. • Develop and implement economic
development website programs using
geographic technology
• Inventor of first web-GIS ED technology in
1998 (Wall Street Journal)
• Offices in CA, AZ, NC and Montreal
• 250+ client implementations. 42 states.
Majority of 100 largest cities in the USA from
NY to CA and AK to FL.
3. Fastest growing private companies in the USA
1,922nd fastest growing company in USA
143rd fastest growing software company in USA
4. A better model for your online economic development
Corporate
Real Estate
Media &
Magazines
State
Economic
Development
Social Media
You
Mobile
National Site
Selection
Advertising
Economic
Development
5. “In the 1980s the barrier to
economic development was access
to capital. Today, it’s access to
information.”
Denise Fairchild
President/CEO
Community Development Technologies Center
& Special Advisor for South LA Investments to Mayor Antonio Villaraigosa’s Office
6. Moneyball concepts
• Traditional wisdom of baseball insiders during the
last century is subjective and often flawed.
• Stolen bases, RBI, and batting averages are relics
of 19th century statistics.
• A’s would use better indicators to compete with
big $ teams: On-base and slugging %.
• 2002 A’s budget = $41M, Yankees = $125.
• Staying ahead of the curve requires an outsider’s
view and increasingly better data analysis.
• Today, the Mets, Yankees, Padres, Cardinals, Red
Sox, Nationals, Diamondbacks, Indians, and Blue
Jays have have full-time data analysts.
7. • All successful sports teams use data
to evaluate and project
performance.
• But that was actually small data:
small data sets with basic math –
addition, subtraction,
multiplication, division.
• Yesterday’s advantage is today’s
new normal.
Today, “Big Data” is the new
competitive advantage.
• What does today’s Moneyball look
like?
8. Today’s Moneyball
• Measure everything.
• Which players match up?
• Which play to use in each scenario depending on the
time of game, who is in the game, etc.
• The computer informs and guides the decisions of
coaches and managers.
• Pervasive: this will be everywhere in the next few
years. Think the rich dads in Silicon Valley aren’t going
to make this available for their kid’s soccer team?
9. Big Data Moneyball is
for more than just sports.
It’s for every industry.
It’s for economic development.
It’s for you.
…that is, if you want to win.
10. The companies and EDOs that will
succeed are those that embrace data.
• And not just any data,
but the MOST and
BEST data.
• The more data you
have and use, the more
you WIN.
13. What happened?
• Disruptive tech changes how
info is accessed
• Change to all industries
• Business-as-usual = ruin
• Adopt tech early = advantage
• ED that doesn’t provide info
gets bypassed
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. 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.”
16. Disintermediation
• Old = information middleman
• Present = disintermediation + transparency
• New = add value + prosper
17. Choices
• Stay the course
= irrelevance
• Reinvent
= give it away so
they come to you
22. Marketing & Communications (Old Way)
Advertising
Brochures
Site selection information
Meeting Businesses
Direct Mail
Familiarization Tours
Special Events
Newsletters
E-mail
Media & Public Relations
Telemarketing
Website
Videos (VHS or DVD)
Press Releases
Trade Shows
23. Econ. Dev. Moves from Offline to Online
Offline
Online
Website
E-mail
Blog
Social Media
Site selection GIS assistance
Videos
News Releases
Newsletters
Media & Public Relations
Advertising
Meeting Businesses
Special Events
Telemarketing
Familiarization Tours
Trade Shows
Brochures
Direct Mail
26. 4 Solutions for EDOs to Leverage the Internet to increase the organization’s value
Foster Economic
Development
Grow Local
Businesses
1. Foster economic development
Leverage networks
2. Leverage socialSocial
Maximize
Networks
3. Grow local businesses
Your Website
Visibility
4. Maximize Your Website Visibility
5. Influence policy
6. Expand members website visibility
27. 4 Solutions for EDOs to Leverage the Internet to increase the organization’s value
Foster Economic
Development
1.
2.
3.
4.
5.
Grow Local
Businesses
Foster economic development
Leverage Social
Maximize
Leverage social networks
Networks
Your
Grow local businesses
Website
Influence policy
Visibility
Expand members website visibility
28. The way of the dinosaur
• “I don’t publicly give out
information about my
community because
businesses need to call me
so I can explain it to them.”
31. National Survey of Economic Dev. Marketing Effectiveness
Marketing Strategy
Website
Out-of-Town Meetings with Businesses
Site Selection Consultants and Familiarization Tours
Public Relations
Special Events
E-Mail
Social Media
Targeted Lead Development Databases
Trade Shows and Conferences
Slogans, Logo and Graphic Identity
Online Videos (YouTube, etc.)
Online Advertising
Company Blog
Brochures
Direct Mail
Print Advertising
TV/Radio Advertising
Videos (VHS, DVD, etc)
Telemarketing
Source: Economic Development Marketing. 2013. Ubalde & Simundza.
Rating Effective
82%
74%
68%
65%
60%
50%
47%
42%
42%
41%
32%
31%
21%
21%
19%
17%
11%
10%
5%
32. EDOs allocate most money to websites
Marketing Strategy
Website
Trade Shows and Conferences
Out-of-Town Meetings with Businesses
Print Advertising
Brochures
Special Events
Public Relations
Site Selection Consultants and Familiarization Tours
E-Mail
Direct Mail
Online Advertising
Slogans, Logo and Graphic Identity
Targeted Lead Development Databases
TV/Radio Advertising
Social Media
Online Videos (YouTube, etc.)
Videos (VHS, DVD, etc)
Company Blog
Telemarketing
Source: Economic Development Marketing. 2013. Ubalde & Simundza.
Average Budget
Allocation
17%
12%
10%
10%
9%
8%
8%
6%
5%
3%
3%
3%
2%
2%
2%
1%
1%
0%
0%
Rating Effective
82%
42%
74%
17%
21%
60%
65%
68%
50%
19%
31%
41%
42%
11%
47%
32%
10%
21%
5%
33. Most Valuable Website Features
Website Features
Source: Economic
Development
Marketing. 2013.
Ubalde & Simundza.
ED Rank
Important
Land/sites and buildings inventory
Labor force (availability and wages)
Demographic reports
Infrastructure (utilities and transportation)
Maps
Major industries or business/industry clusters
Staff directory and contact information
Incentives
Major employers
GIS mapping tools for site selection analysis assistance
Business assistance services/how to start a business
Quality of life
Employment training programs
Testimonials and success stories
Hyperlinks to other organizations
News about community (past or present)
Social media integration
Comparisons to other areas
Business list
Formatting option for mobile devices/mobile apps
Transactions
Videos
User-generated content
91%
91%
90%
86%
85%
83%
83%
81%
80%
77%
74%
73%
70%
67%
67%
60%
60%
55%
53%
51%
48%
33%
24%
34. Website solution that has all these features
Website Features
Source: Economic
Development
Marketing. 2013.
Ubalde & Simundza.
ED Rank
Important
Land/sites and buildings inventory
Labor force (availability and wages)
Demographic reports
Infrastructure (utilities and transportation)
Maps
Major industries or business/industry clusters
Staff directory and contact information
Incentives
Major employers
GIS mapping tools for site selection analysis assistance
Business assistance services/how to start a business
Quality of life
Employment training programs
Testimonials and success stories
Hyperlinks to other organizations
News about community (past or present)
Social media integration
Comparisons to other areas
Business list
Formatting option for mobile devices/mobile apps
Transactions
Videos
User-generated content
91%
91%
90%
86%
85%
83%
83%
81%
80%
77%
74%
73%
70%
67%
67%
60%
60%
55%
53%
51%
48%
33%
24%
59. Geographic Advantages
• Zoom, Measure, Street, Terrain, Earth Views
• Move the map in any direction
• Turn “Layers” of Information on/off
–
–
–
–
–
–
Aerials
Airports
Colleges
Flood Zones
Golf Courses
Hospitals
–
–
–
–
–
Parks
Railroads
Schools
Water
Zip Codes
67. 4 Solutions for EDOs to Leverage the Internet to increase the organization’s value
Foster Economic
Development
1.
2.
3.
4.
5.
Grow Local
Businesses
Foster economic development
Leverage Social
Maximize
Leverage social networks
Networks
Your
Grow local businesses
Website
Influence policy
Visibility
Expand members website visibility
68.
69. Do you really understand your
network of relationships?
The hidden value isn’t the
network you know. It’s the
network they know.
77. 4 Solutions for EDOs to Leverage the Internet to increase the organization’s value
Foster Economic
Development
1.
2.
3.
4.
5.
Grow Local
Businesses
Foster economic development
Leverage Social
Maximize
Leverage social networks
Networks
Your
Grow local businesses
Website
Influence policy
Visibility
Expand members website visibility
78. Small & Medium Size Business
$250,000,000 / year
0.01%
99.99%
Big Biz
80. Dept. of Commerce Best Practice for
Businesses
Source: http://docbusinessapps.challenge.gov/
81.
82. Vint Cerf
Chief Internet
Evangelist
Google
Vivek Kundra
Vice President
Salesforce.com
Tim O’Reilly
Founder and CEO
O'Reilly Media
John Bryson
Secretary of Commerce
(Former)
Sheryl Sandberg
Chief Operating Officer
Facebook
Steven Van Roekel
Federal Chief Information
Officer
94. See the best zipcodes in which to
See the best zipcodes in which to
advertise based on industry
advertise based on industry
performance in your region
performance in your region
95.
96.
97.
98. “Market research and analysis is
critical for the success of any small
business owner or entrepreneur.
Tools like SizeUp deliver data right
to the fingertips of business
owners to help make smart
decisions and have the greatest
opportunity to
start, grow, compete and succeed.
In today’s challenging economic
environment where small
businesses create nearly all net
new jobs in the U.S., help for small
businesses is more important than
ever before.”
- Karen Mills, SBA Administrator
136. 4 Solutions for EDOs to Leverage the Internet to increase the organization’s value
Foster Economic
Development
1.
2.
3.
4.
5.
Grow Local
Businesses
Foster economic development
Leverage Social
Maximize
Leverage social networks
Networks
Your
Grow local businesses
Website
Influence policy
Visibility
Expand members website visibility
140. Embracing the opportunity of the
Internet is about welcoming
innovation and challenging
orthodoxies… so now it’s time to
talk about those things
141. Innovation
/in-uh-vey-shuhn/
Noun
1. the creation of value for customers that
either meets new/undiscovered needs or
serves old needs in new ways.
2. something newly introduced, such as a new
method or device such as more effective
products, processes, services, technologies,
or ideas that are readily available to
markets, governments, and society.
Synonyms: revolution – modernization – improvement- advance
146. It’s not about ideas
It’s about making
ideas happen.
It’s the challenge
of adoption &
implementation
147. Orthodoxies
/(ôrth-dks)uhn/
Noun
1. Custom, practices, or belief.
2. Adherence to accepted norms, more specifically
to creeds, especially in religion.
3. Unstated assumptions that go unquestioned.
Entrenched “wisdom” that no one thinks to
change.
4. from Greek orthos ("right", "true", "straight") +
doxa ("opinion" or "belief", related to dokein, "to
think”)
Synonyms: unoriginal – conventional – traditional - faith
149. “All of us are prisoners, to one
degree or another, of our
experience.”
- CK Prahalad and GaryHamel
Competing for the Future
150. Different orthodoxies
• Internal
– Embedded in company culture.
– Hardest to change.
– Previously defined company success.
– Ford Motor: don’t ask for help, only discuss good news
• External
– What markets and industries believe.
– This makes them vulnerable to outside disruption.
– Southwest: no hub-and-spoke. Customer service.
Concept from: “Flipping Orthodoxies: Overcoming Insidious Obstacles to Innovation by Bansi Nagji and Helen Walters
151. How to innovate & challenge orthodoxies
1. Be open minded and intentional about challenging
orthodoxies. (New and younger people are best at
this)
2. Ask “Why not?” regularly. Don’t just find the
problem. Find the solution.
3. Look outside your industry market.
4. Be a credible heretic. Acknowledge why there is an
orthodoxy and then challenge it in a positive way.
Also, orthodoxies only change from the top down.
5. Recognize innovators. Rewarding them for their
work. Reward their effort if they fail.
Concept from: “Flipping Orthodoxies: Overcoming Insidious Obstacles to Innovation by Bansi Nagji and Helen Walters
152. OK, but really, how do you do it?
For each orthodoxy:
• Why does it exist?
• Why is it hard to eradicate?
• What cases or examples (from any industry)
show us a different way?
• What could it look like if you flipped it?
161. The moment when you are ready to
quit is usually the moment right before
the miracle happens.
Don’t give up.
Try new things.
Make mistakes.
Suffer public failures.
Emerge on the other side
with success.
162. • Michael Jordan – Cut from H.S. basketball team locked himself in his
room and cried.
• The Beatles – rejected by Decca Recording Studios who said “we don’t
like their sound” “They have no future in show business.”
• Steve Jobs – at 30 was devastated and depressed because he was kicked
out of the company he founded.
• Walt Disney – fired from newspaper for “lacking imagination” and
“having no original ideas”
• Oprah Winfrey – demoted from her job as news anchor because she
“wasn’t fit for television”
• Albert Einstein – couldn’t speak until almost 4, his teachers said he
would never amount to much.
• Henry Ford – 1-1/2 years after starting first venture to build a motor car
the venture was dissolved because stockholders didn’t have confidence.
• Richard Branson – student magazine failed after he dropped out of
school to start it so he started mail order music which enabled him to
open Virgin Music store.
• J.K. Rowling – Harry Potter books rejected my numerous publishers for
reasons like 'it was far too long for a children's book' or because
'children books never make any money'. BTW: when she started she was
a divorced single mum on welfare.
If you’ve never failed you’ve never tried anything new
167. “Only those that risk going
too far can possibly find
out how far one can go.”
- T.S. Elliot
168.
169. How the Internet has Changed
Economic Development and How
You Can Benefit
Russell Riblett
Director of Sales
rriblett@gisplanning.com
GISplanning.com ZoomProspector.com SizeUp.com
Notas del editor
What these economic developers don’t realize is that because they don’t give the information out, they aren’t going to get called at all. Instead of adding value to companies these economic developers are hindering economic growth in their communities.
Websites were againrated the most effective marketing strategy in 2011, with 82% rating it as effective. followed by…
EDOs gave their highest budget allocations to websites. While this position was not a change from the last survey, the actual percentage of the budget given to websites has risen slightly.
Business is about relationships. Linkedin enables our client to see their relationships with employees at the target company. In the case of General Atomics, I have two connections to individuals at the firm.
The Dept. of Commerce was looking for online solutions to create jobs, support businesses, and grow the US economy. So this spring, they issued a challenge to developers to build applications that would support American businesses in innovative ways.
The DOC enlisted the help of some of the foremost experts in the Internet and businesses to find the best solutions. These people included: Vint Cerf, Chief Internet Evangelist at Google. He actually did help invent the Internet. Tim O’Reilly, Founder and CEO of O’Reilly Media, and the person who invented the term Web 2.0Sheryl Sandberg, COO of Facebook, and one of the most powerful women executives in Silicon Valley.Vivek Kundra, VP of emerging markets at Saleforce.com, the company that invented software as a service, John Bryson, Secretary of State, andSteven Van Roekel, Federal Chief Information Officer.
The first place winner is SizeUp. In the words of the Department of Commerce, SizeUp “provides a comprehensive overview to small- and medium-sized business about their competitiveness and where to find resources to improve. This will improve the success of small businesses so they can prosper and create new jobs.”
The first place winner is SizeUp. In the words of the Department of Commerce, SizeUp “provides a comprehensive overview to small- and medium-sized business about their competitiveness and where to find resources to improve. This will improve the success of small businesses so they can prosper and create new jobs.”