Post on 22-Jan-2015
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Digital/Social Media Supported Internationalisation
Dr. Jim Hamill www.energise2-0.com@drjimhamill November, 2013
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A Step Back in Time
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1986
Public policy question: How do we encourage more of our SMEs to become global in orientation and strategy?
Numerous research studies identifying the main barriers or obstacles preventing SMEs from expanding abroad
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Internationalisation Barriers
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2013
Almost 30 years later we are still asking the same question, still doing the same research
We even have research papers researching the research
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2013 Questions
Is it time for a radical rethink of our approach to SME internationalisation?
Do we need Export Support Policies and SME Export Strategies ‘fit for purpose’ in a Connected World?
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Why Now?
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Why Now?
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Why Now?
Social Media + Connectivity + Mobile + The Cloud + Big Data + Gen C
= The End of Business as Usual
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The Connected Customer
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The Connected Customer is also the Connected Employee
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Connected Employees
• Fifty per cent of the world’s population is under 30 years old
• Digital natives and digital immigrants = majority of the workforce
• Impact on the world of work?
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Digital Natives (2005)
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Digital and Internationalisation
Used effectively, Digital Technology and Social Media can help to overcome many of the ‘traditional’ barriers to internationalisation facing SMEs
But only 10% of Scottish companies have a clear Digital Strategy to support internationalisation (The State of Digital Scotland Survey, 2012)
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New Evidence
‘Scottish Export Survey, 2013’
• Only 7% of surveyed companies claimed to have a well-defined digital/social media strategy to support internationalisation
• However, 58% were ‘actively learning more about social media’ or ‘beginning to develop a digital/social media supported export strategy’
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Recent Developments
Evidence of some recent developments in this area but based on a ‘build it and they will come approach’
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Digital/Social Media Supported Internationalisation
10 Action Points
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1. Know Your Market
Use of digital and social media for Export Market Research andassess your readiness to export
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Wide Range of Resources Available
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2. Shut Up and Listen
Set up a Social Media Listening System
Develop your export knowledge and keep an ear to the ground for export opportunities
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Social Media Listening System
• Lack of foreign market knowledge and limited resources for export market research/country screening are two of the main barriers to SME internationalisation
• Used effectively, Social Media Monitoring Tools can help to overcome these barriers
• Online conversations are already taking place relevant to your business, your brand, your industry. Are you ‘listening’?
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Social Media Listening System
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Feedly - China
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Feedly - China
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3. First Impressions Count
What does your current web site/social media presence say about your company your brand to potential international customers? Are you happy with your digital footprint?
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Multi-Lingual Web Site
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e-Marketing for International Markets
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4. Tell Your Story
Do you have an agreed Social Media and Content Marketing Strategy for ‘telling your story’?
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Content Marketing
Content Marketing is the new Export Strategy
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The Elevation Principle
Great Content +Other People –MarketingMessages =Growth
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Great Content Ignites Your Business
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Create Music Not Noise
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Build Your Social Media Presence
In a digital era, success in international markets will depend on:• The quality of your online network• Relationship strength• Ability to leverage that relationship
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5. Build Relationships
Relationships and network marketing have always been critical to export success
Social media is relationship marketing on steroids
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The Importance of Key Influencers
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6. Participate in International Networks
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Industry Specific
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For the Oil Industry
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Groups & Forums
• Search, Join, Lurk, Participate in Social Media Groups/Forums
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7. e-MarketPlaces
Participate in e-marketplaces where appropriate
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Online Markets
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8. International Trade Missions
Jump on a plane and sock it to them – but use social media to build the right contacts first
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Support International Trade Visits
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9. Internal Social Business
Use social technologies internally to improve internal efficiency, reduce costs, build an innovative customer led
company
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Productive Time
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Productivity Busters
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Are You Export Ready?
Internal use of social technologies can make you…..
And improve
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10. Measure Performance
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• Business Impact
A wide range of performance measurement tools and apps are available
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Conclusion
• Are we in danger of becoming a dinosaur nation in terms of global markets?
• Digital Darwinism
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Digital Darwinism
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Digital Darwinism
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It’s the most adaptable that survive
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No business is too small to succeed
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Are we ready to evolve?
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Export Planning Pays
• Agree Vision, Strategy, Objectives, KPIs and Targets• Plan the Work and Work the Plan• Be ‘Customer Led’– Who are my customers?– Where do they hang out online?– How can I best engage with them?