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Digital Economic Development is any interaction you have with an employee, colleague, prospect, partner, or otherwise that is made more efficient, enhances, or is made possible by digital communications tools.
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Smarter Software for Communities
September 30th, 2014
HOW DIGITAL ECONOMIC DEVELOPMENT ENABLES COMMUNITIES TO EXPAND THEIR IMPACT, WITHOUT EXPANDING THEIR BUDGET
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Your hosts
Ben WrightCEO,
Community SystemsAtlas Advertising
www.twitter.com/communitysys
David StinnetteBusiness Development AssociateCommunity Systems
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Presenting From Community Systems’ Denver, COCo-Working Space
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Innovation
A note about
P r e s e n t e d b y
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But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem.
Innovation distinguishes between a leader and a follower
Steve JobsApple Inc.
“
”
6Every technology company likes to think that they are innovative. But few really achieve it. We like Steve Jobs’ definition of innovation — particularly that innovation distinguishes leaders from followers, and that innovation is really about solving problems.At Community Systems, we live innovation, but we live innovation in service of solving problems for economic developers.
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So what problemsfor Economic Developershas Community Systems
helped to solve?
82008: We cut the cost of GIS in economic development by 70%,making GIS more ubiquitous in economic development by entering the market.
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92009: We were the first to integrate prospect response with GIS
The State of Ohio responds to hundreds of prospects every year. In 2009, we launched the industry’s first prospect response system, fully integrated with GIS, and cut response times by
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75%What would you do
with
4x more time?
102010: We introduced GIS to business developers and marketers, many for the first time, as a viable marketing and
lead generation tool.By tracking time on site, conversion to conversation, and overall usage, we turned GIS into one of the most cost effective lead generation tools that business developers have today.
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112011: We fully integrated website content management, property, and prospect response into one system, one platform,
and one company.We are the only company that does this.
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Content Management System Web Analytics Prospect Response System
Business Retention Portal
Geographic Information Systems
122012: We made GIS accessible on any device,
including mobile devices.
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132013: We spun off Community Systems and became
the largest provider of technology products to the economic development industry, in terms of staff.
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Our mission: To powerintelligent location decisions.
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By powering the world’s best economic development websites, GIS, and prospect response systems.
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Community Systems serves over 4,000 communities in 43 states
Who we work with:
17This includes:
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Data, technology, and agency partners this requires:
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• Continue the Conversation: – Follow us on Twitter: www.twitter.com/CommunitySys
• View and share the video with your colleagues: http://communitysys.com/News-Media/Webinars-(1).aspx
Download the slides, listen to the video, continue the dialogue
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Presented by Community Systems:“How Leading Economic Developers are Engaging Prospects,
Inspiring Their Communities, and Collaborating with Their Team In
New Ways”
Join us at the world’s first Digital Economic Development Summit!
Where: The IEDC Annual Conference or from your own office via online meeting
When: In Person Attendees (At IEDC, Fort Worth): Tuesday, October 21, 7:30 – 9:00 AM CST Webinar Attendees: Tuesday, October 21,
8:00 - 9:00 AM CST
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Join us at the world’s first Digital Economic Development Summit!
Digital Economic Development Summit, Presented by Community Systems:“How Leading Economic Developers are Engaging Prospects, Inspiring Their Communities, and Collaborating with Their Team In New Ways”
To register to come in person, type “IEDC” into your chat box.
To register to attend via webinar, type “Webinar” into your chat box.
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Smarter Software for Communities
HOW DIGITAL ECONOMIC DEVELOPMENT ENABLES COMMUNITIES TO EXPAND THEIR IMPACT, WITHOUT EXPANDING THEIR BUDGET
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1. How Does Community Systems Approach Innovation in Economic Development?
2. How Has Technology Made Certain Practices Obsolete?
3. What Practices in Economic Development are Becoming Obsolete?
4. What Would EDO’s Do to Drive Results in an Era of Increased Accountability?
5. What is Digital Economic Development?
6. Who are Digital Economic Developers and What Kinds of Things do They Do?
7. What are Community Systems’ Five Ways to Use Technology to Drive Value ?
8. Discussion
Questions we will answer today:
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• Tape recorders (79 percent)
• Fax machines (71 percent)
• The Rolodex (58 percent)
• Standard working hours (57 percent)
• Desk phones (35 percent)
• Desktop computers (34 percent)
• Formal business attire like suits, ties, pantyhose, etc. (27
percent)
• The corner office for managers/executives (21 percent)
• Cubicles (19 percent)
• USB thumb drives (17 percent)
How Has Technology Made Certain Old Approaches Obsolete? What’s next?
LinkedIn surveyed more than 7,000 global professionals about which tools and
trends will disappear from offices in the next five years. Here are the top 10
office tools and trends professionals think will vanish:
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• The printed three ring binder fact book
What technologies that were once sacred have already gone by the wayside in economic development?
• The Rolodex
• Receiving RFI’s via fax machine
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When were these formative technologies first adopted in Economic Development?
Computers (1983)
Email(1991)
National Data
Websites (1994)
Website Content
Mgmt (1995)
Email Surveys (1997)
CRM Systems (1999)
GIS systems (2000)
Social Media for Business
(2003)
Online Meetings
(2004)
Smart Phones/ Mobile Devices (2007)
Digital Proposals
(2009)
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Why does technology get adopted?
1. Visionary thinking2. Resource Scarcity 3. Competitive Opportunity4. Social / Cultural Pressure
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What Would EDO’s Spend Money on to Drive Results in an Era of Increased Accountability?
Survey from our last webinar: n=50
Technology to make staff’s efforts more efficient
Additional business development staff
Additional marketing dollars
A marketing agency to guide me in driving results
Other
46.4%
21.4%
21.4%
7.1%
3.6%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
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Digital Economic Development is any interaction you have with an employee, colleague, prospect, partner, or otherwise that is made more efficient, enhances, or is
made possible by digital communications tools.
Definition of Digital Economic Development
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Smarter Software for Communities
WHO ARE DIGITAL ECONOMIC DEVELOPERS, AND WHAT DO THEY DO?
31CEO/Executive Name: Wendi Nafziger
Organization: Longmont EDC
Digital Systems Managed:• Longmont EDC Website• Longmont CRM System • Longmont Property Database• Longmont Email • Longmont Social Media
Digital Interactions in September:• 627 Website Visits• 142 Properties • 38 Contacts• 35 Property Searches
Website
Total Interactions: 665
Daily Average: 33
Number of Staff: 3
September 2014
EmailMarketing
SocialMedia
32Business DeveloperName: Sam Bailey
Organization: Colorado Office of Economic Development and Int. Trade
Digital Systems Managed:• State of Colorado Online Property
Database, containing 18,600
available properties• State of Colorado Prospect
Response System, used to
manage and 200 + partners
Digital Interactions in September:• 1,900+ property searches• 2-3 projects entered• 600+ partner communications
Total Interactions: 2,500
Daily Average: 200+
Number of Staff: 5+
September 2014
GISSystem
CRMSystem
DigitalProposals
33Marketer
Name: Irene Alvarez
Organization: Columbus 2020
Digital Systems Managed:• Columbus 2020 Website• Columbus 2020 Email • Columbus 2020 Social Media
Digital Interactions in September:• 15,000+ Website Visits• 30+ Email Signups• 600+ Files Downloaded• 4873 Twitter Followers
Total Interactions: 20,000
Daily Average: 1,000
Number of Staff: 19
September 2014
WebsiteEmailMarketing
SocialMedia
34Researcher Name: Neil Hamilton
Organization: Metro Orlando EDC
Digital Systems Managed:• Metro Orlando EDC Website• Metro Orlando EDC Data Collection,
Storage, Analysis, and Reporting)• Metro Orlando EDC Property
Database of 300+ properties
Digital Interactions in September:• 4,000+ website visits• 300+ report downloads• 1,000 property searches
Total Interactions: 5,000+
Daily Average: 250
September 2014
Number of Staff: 26
WebsiteNational
DataWebsites
GISSystems
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Smarter Software for Communities
HOW CAN DIGITAL ECONOMIC DEVELOPERS CREATE VALUE FROM
THESE INTERACTIONS?
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Five Ways Digital Economic Developers can Create Value from These Interactions
1. Optimize your technology to drive conversion to conversations with your business development staff
2. Leverage your sites and buildings database as a marketing tool, and integrate it into your website and marketing
3. Save time, streamline your digital management systems by focusing on a core set of systems.
4. Get your entire staff involved in your digital enterprise
5. Use analytics to measure and report the impact you have on your community
37Time on site: 3:55
How to Optimize Your Technology To Drive Conversion to Conversations
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What are Users Clicking on?
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• Why to do this?• To have separate sites is to reduce time on site by half.• To have separate sites doubles marketing costs.• Together, you get ¼ the impact with separate sites per marketing/business
development dollar you spend.
• What to do:• Direct your GIS vendor to provide you with a GIS system that integrates
with your website in the following ways:• “Find Properties” link that links directly into the property search function. • “Find Companies” link that links directly into the companies search function. If
they don’t have a search companies function, try another GIS system. • “Find Communities” link that links directly into the communities search function.
• If they argue that separate “microsites” are better ask them to show you
data that separate sites increase time on site and decrease marketing
costs.
Leverage your sites and buildings database as a marketing tool, and integrate it into your website and marketing
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• Included Property,
Company, and Community
Search one click
integrations
• Added “About Us,” “Site
Selection Services,” and
other most used content
How TVA Implements Website Integration
Result: Average Time on Site Increased from
5:00 to 10:00 per session
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Save time, streamline your digital management systems by focusing on an integrated set of systems
The Industry Can Choose a Disorganized Set of Disparate
Systems…
Website Analytics
CRM, ProspectResponses
GIS and Data Management
BusinessRetention
Or a Coordinated Set of Systems, Optimized for Economic Development
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Get your Entire Staff Involved in the Digital Enterprise
Website Analytics
CRM, Prospect Responses
GIS and Data Management
BusinessRetention
1. If your staff works on a common platform, designed to optimally create, publish and manage content efficiently…
2. And that system is designed to convert casual browsers into real prospects…
3. That you can respond to quickly and with built in property data, demographics, in a secure environment…
4. And management can review the progress of the team with real time analytics…
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Organizations can now truly measure and drive the impact you have on their community.
1. Business Attraction, Business Retention, and Marketing, Activities (Make a metric graphic)
2. Relationships with Expanding and Relocating Companies (Make graphics)
– Website visits– Inquiries/conversations– Companies Served
3. Community Outcomes (Make graphics) – Jobs Announced– Capital Investment Announced– Population Change– Personal /HH Income Change– Workforce Educational Attainment
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What Innovations has Community Systems Launched this week, for the economic development industry?
Website Analytics
CRM, Prospect Responses
GIS and Data Management
BusinessRetention
1. We have stepped up our relationship with property data provider Xceligent, to offer property data in even more markets
2. We improved our GIS Property management tools to add to our industry leading, quality scoring methodology, edit multiple records at one time, remove duplicates,
3. We launched collaboration and communication dashboards in our software so that business developers, marketers, researchers, and CEOs can see who is using the system, see active projects, contribute to proposals, and contribute website content, all in one place
4. We launched interactive benchmarking tools for community impact and EDO performance.
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Join us at the world’s first Digital Economic Development Summit!
Digital Economic Development Summit, Presented by Community Systems:“How Leading Economic Developers are Engaging Prospects, Inspiring Their Communities, and Collaborating with Their Team In New Ways”
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Q+A
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929 BroadwayDenver, CO 80203Contact: Ben Wright
t: 720.420.3800 x 210
www.Communitysys.com
Thank you and stay in touch!
Smarter Software for Communities
