Internet Strategies for International Business
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Transcript of Internet Strategies for International Business
Internet Strategies for International Business
45th Annual Wisconsin International Trade
ConferenceMay 12, 2009
Discussion Panelists• Dave Cluka
eBusiness Group DirectorBriggs and Stratton Corporation
• Tracy ShilobritPresidentStrateVantage Communications
• Darrel Standley, CBCDirector, Global Communications Operations Johnson Controls, Inc.
• Bill Finn (moderator)PresidentFinn Digital
Discussion Goals• Review real-world case studies of
websites for international business
• Explore challenges• Discover key areas of learning • Address audience questions
Global eBusinessat Briggs & Stratton
Guiding Principles of eBusiness
• Leverage existing platforms and messaging
• Provide consistent messaging and touch points
• Create one place from which we implement against our strategies
• Effectively disperse and allocate budgeted dollars
• Focus on globally scalable solutions• Clarify roles, functions, and accountabilities
eBusiness Advisory Council• Who
– 16 regional participants
• What– Decision makers
• When– Monthly
• Why– Communicate regional business strategies– Advocate for needs of respective business areas– Gain support for global eBusiness strategies– Prioritize and focus resources
US (Corporate)EMEAAsiaAustraliaLatin America
Strengths
Opportunities
Weaknesses
Threats
Large online footprint 40+ websites
Support many languages
Having the discussions
eBusiness = focus
Inconsistencies Messaging
Development language
URL conventions
Spread thin
No online leader in OPE
Increase in online research
Educate and share information
Web = new sales channel
eBusiness = focus $ shifting to new media
StrateVantageCommunications
Expertise• Corporate communications and public relations firm
specializing in serving international business.• Seven years consulting experience combined with 15+
years in corporate communications for both manufacturing and service companies, including Manpower Inc., The West Bend Company (now Focus Products Group and RegalWare) and HellermanTyton.
• Expertise in international online communications: – Business owner of Manpower’s global website, investor
relations website and global intranet for nine years– Launched numerous global e-commerce applications and
tools– Developed, rebuilt and re-branded numerous websites,
intranets, and other online communications vehicles for a variety of companies
– Created numerous global PR, thought leadership and employee engagements programs that were driven through online communication vehicles
About StrateVantage Communications
• Full-service corporate communications/PR consulting firm: – Community relations/CSR– Crisis communications– Employee engagement, including change mgmt.– Investor relations– Marketing communications, including online – Public relations, including social media– Thought leadership
• Specializes in serving international businesses, both public and private, manufacturers and services
• Currently working on 5 client projects to enhance the effectiveness of internet presence (e.g. websites, microsites, SEO and SEM, social media campaigns) - big area of corporate investment in this economy!
Johnson Controls, Inc.• Founded 1885 in Milwaukee• Wisconsin’s largest public company• 2008 revenues of $38 billion USD• 140,000 employees• 1,300 locations• Diversified industrial– Automotive experience– Building efficiency– Power solutions
• www.johnsoncontrols.com
Darrel Standley• Building efficiency• Director, Global Communications
Operations– Web communications– Brand architecture– Trademarks– Mergers/acquisitions communications
integration
• Technician, instructor, programmer, writer, communicator, consultant, developer, manager, father, husband
JohnsonControls.com
Internationalization
JohnsonControls.de
JohnsonControls.com.br
JohnsonControls.cn
JohnsonControls.com.tr
Secured environments
General eCommerce
Customer eCommerce
LOGO
Panel Questions
Audience Questions
Key Learnings
Thank You
panel discussion podcast and summary
available tomorrow at http://finndigital.com/tradeday200
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