Using Social Media For International Expansion

Using Social Networks for International Expansion

ASAE Toronto, 16 August 2009

TERRANCE BARKAN CAE

Chief Strategist | Business Architect – GLOBALSTRAT

Meggan Maughan-Brown, CAE, CMP

Director, International Relations and Strategic Planning

American Society of Civil Engineers

THE BIG PICTUREWHY DO YOU WANT TO GO INTERNATIONAL?

GROWTH, GROWTH & GROWTHMore Members, more Revenue and more Knowledge

+/- 95% US Members

+/- 95% US Members

GROWTH, GROWTH & GROWTHMore Members, more Revenue and more Knowledge

OPPORTUNITIESHOW DO I KNOW IF WE SHOULD GO INTERNATIONAL?

TRENDS• Communications, Information & Social

Technologies

• Standards, Education & Qualifications

• Free Trade & Political Agreements

• The Global ‘Supply Chain’ effect

• Emerging Economies & rising standard of living

Otherwise known as “GLOBALIZATION”

GLOBAL TRENDSWHAT IS DRIVING GLOBALIZATION TODAY?

International Survey -

http://budurl.com/isurvey

GLOBAL STRATEGY SURVEY

62%

22%

3%1%2%

4%2% 4%

Professional Association

Trade Association

Federation

Philanthropic Organization (charity)

Coalition or Interest Group

For-profit Corporation

Governmental Entity

Other


0 10 20 30 40 50 60 70

Complete and being implemented now

Complete but not yet implemented

Being developed now

Being considered but not yet started

Not being considered

International Strategy


0 10 20 30 40 50 60 70 80 90 100

Governance structure

Legal and registration issues

Appropriate business models

Accurately estimating the international market's potential

Identifying qualified partners (associations, vendors, other..)

Identifying qualified volunteers / leaders

Identifying qualified staff (local or expat)

Currency and banking issues

Language issues

Cultural issues

Communications (time zones, other)

Technology issues

Standards and regulatory issues

Assessing and managing risk

Challenges

GLOBAL STRATEGY SURVEYWorksheet

0 10 20 30 40 50 60 70 80 90

North America

Central America

South America

Europe

Middle East

Africa

Central Asia / India

South East Asia

North East Asia (Korea/Japan)

Mainland China

Pacific Islands

Australia / New Zealand

Future Growth and Development

GLOBAL STRATEGY SURVEYWorksheet

Membership

Conferences

Training and Education - In person

Training and Education - Online / Webinars

Networking - In person

Networking - Online

Publications - Journal or Magazine

Publications - Books

Certification

Standards

0 5 10 15 20 25 30 35 40 45 50

Leading Products / Services

Global Footprint:

13,276 Members in 183 different countries*

55% are in just 10 countries, 70% are in the top 20

Almost half of the countries have 20 or fewer members

This represents approximately 10% of all ASCE

Members

* The World Trade Organization (WTO) has 153 members

* The United Nations consists of 192 Nation States!

American Society of Civil EngineersGlobal Footprint

Groups, Sections and Councils


AustraliaBangladeshBrazilColombiaCosta RicaEgyptGreeceHong KongIndiaIndonesiaIraq

ItalyJapanJordanKenyaKoreaKuwaitLebanonMexicoNigeriaPakistanPanama

PhilippinesSaudi ArabiaSingaporeTaiwanThailandTurkeyUnited Arab EmiratesUnited KingdomWestern India

Agreements of Cooperation


Sample…. Order of Engineers and Architects, Lebanon (OEA), Institution of Engineers, Malaysia (IEM), Federation of Civil Engineering Associations of the Mexican Republic (FECIC), Mexican Society of Civil Engineers, Mongolian Association of Civil Engineers (MACE), Society of Civil Engineers Nepal (SCEN), The Royal Institution of Engineers KIVI NIRIA, Institution of Professional Engineers New Zealand (IPENZ), The Norwegian Society of Chartered Technical and Scientific Professionals (TEKNA), Institution of Engineers, Pakistan (IEP), Pakistan Engineering Council (PEC), Panamanian Society of Engineers and Architects (SPIA)…and 70 more…!


“To prepare our members for the global economy

and make the international engineering community

more accessible, ASCE continued to expand and

build partnerships with organizations around the world,…”

ASCE Executive Director

Patrick J. Natale, P.E., F.ASCE

ASCE 2007 Annual Report, p. 4

http://images.google.com/imgres?imgurl=http://www.cesse.org/images/logos_photos/Pat-Natale.jpg&imgrefurl=http://www.cesse.org/about/directors.cfm&usg=__ZOtUunCZ16XfaUdbd7CHuirHN7g=&h=140&w=110&sz=6&hl=en&start=3&sig2=Q4o5BEoeyrxK4g2mbHsX7g&tbnid=Z6hTUJhx-V5U1M:&tbnh=93&tbnw=73&prev=/images%3Fq%3Dpatrick%2Bnatale%26gbv%3D2%26hl%3Den%26sa%3DG&ei=v1GESojUBoaGmAeGw_3XBg

ASCE Online

20 Linked-In Groups

related to “ASCE”

Includes Committees

and Sections.


ASCE Online

94 Linked-In

Groups

related to “Civil

Engineers” with

ASCE in the top

results.


ASCE Online

203 Facebook Groups

related to “ASCE”!


ASCE Online

785 Facebook Groups

related to “Civil

Engineers” and ASCE

is not in the very top

returns!


“Traditional” Website http://www.asce.org

American Society of Civil EngineersOnline Presence

http://content.asce.org/asceville/civil_what.html

American Society of Civil EngineersOnline Presence

SOCIAL TECHNOLOGIES

BlackPlanet.com, Flickr.com, Reunion.com, aSmallWorld, Bebo, Blue Dot, Bolt, Broadcaster.com, Buzznet,

CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang,

Ecademy, eSPIN, Facebook, Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online,

Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google, Infield Parking, IRC-Galleria, iWiW,

Joga, Bonito, Last.fm, LibraryThing, LinkedIn, LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,

My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,

Pownce, RateItAll, Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,

TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,

Vox, WAYN, WebBiographies, Windows Live Spaces, Woophy, XING, Xuqa, Yelp, Zaadz, Zooomr

INFORMATION TECHNOLOGIES

Social Media Strategy addresses:• Your objectives• Your audience (current and potential)• Your message• Your Intellectual Property (IP)• Your network champions• Technology tools and platform(s)• Measurement• The process, structure, plan and resource

allocation to implement your strategy

SOCIAL MEDIA STRATEGYA DEFINITIONSOCIAL MEDIA STRATEGYA DEFINITION

DISCOVERY& SCOPING

WHERE ARE WE STARTING FROM?

MEASURES

• Membership by type by country• Events and delegates by country• Certifications / credentials by country• Publications by title by country• Total revenues by country• Map alliances / partnerships• Known direct competitors• Current international strategy (if any)• Map online groups (friends and strangers)

DISCOVERY & SCOPINGWHERE ARE WE STARTING FROM?

ANALYSISWHAT DOES THE DATA MEAN?

ANALYSIS

• How are the needs different internationally?• Where are the real opportunities?• Where are we unable to compete?• Where are there markets to avoid?• What are our best products / services for

international markets?• Are there unique needs we have uncovered?• What is the best business model?

ANALYSISWHAT DOES THE DATA MEAN?

SOCIAL STRATEGYDEVELOPMENT

WHAT’S THE PLAN?

SOCIAL NETWORK STRATEGYHOW SHOULD WE USE SOCIAL NETWORKS?

SOCIAL NETWORK STRATEGYWHICH SOCIAL NETWORKS SHOULD WE USE?

Source for Social Media Maps: http://royal.pingdom.com/2008/08/12/social-network-popularity-around-the-world/

SOCIAL NETWORK STRATEGYHOW SHOULD WE USE SOCIAL NETWORKS?

http://budurl.com/SMVideo

SOCIAL NETWORKS

Social Network applications are designed to allow people to connect with one another and create groups with rich application features.

The most popular applications include:

LinkedIn (www.linkedin.com)

Facebook (www.facebook.com)

Xing (www.xing.com)

SOCIAL TECHNOLOGY TOOLSSOCIAL NETWORKS


SOCIAL NETWORKS

You will most likely want to have a presence on multiple public social network sites, and on multiple groups within those public network platforms.


SOCIAL NETWORKS

Other specialized applications are designed for custom social media network groups that allow greater control and customization.

Examples include:

Higher Logic (www.higherlogic.com)

Drupal (http://drupal.org)

Socious (http://www.socious.com)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

You will need to measure the results of your social media actions.

Email management and tracking; ConstantContact (www.constantcontact.com)

Website clicks and hits; Google Analytics (www.google.com/analytics/)

Custom Link Tracking; BudUrl (www.budurl.com)

SOCIAL TECHNOLOGY TOOLSMEASUREMENT

MEASUREMENT TOOLS

You will need to measure the results of your social media actions.

Discussion tracking; Google Alerts (www.google.com/alerts/)

Blogs; Technorati (www.technorati.com) Blogpulse (www.budurl.com)

SOCIAL TECHNOLOGY TOOLSPUBLISHING - BLOGS

PUBLISHING TOOLS

Blogs are an important communication tool that allow free form communication with your audience while encouraging feedback , ranking and sharing.

Wordpress (www.wordpress.com)

Blogger (www.blogger com)

Many of the better social media applications have blogging applications embedded within them.

SOCIAL TECHNOLOGY TOOLSPUBLISHING - MICROBLOGGING

PUBLISHING TOOLS

Micro-Blogging is one of the most recent new forms of social media tools, allowing instant “status updates” to be sent and received over mobile devices or any other Internet ready device.

Twitter (www.twitter.com)

Plurk (www.plurk.com)

Micro-blogging tools are often used to direct readers to other sites or for instant feedback but are limited to very short messages.

SOCIAL TECHNOLOGY TOOLSCOLLABORATION

COLLABORATION

WIKI – A collaboration tool that allows a large number of individuals to create, contribute and edit an open collection of web pages and content.

Some of the most common uses are for glossaries, reference works or any situation in which a large number of discreet pieces of information need to be collected, categorized and organized.


RSS FEEDS & READERS

RSS – “Really Simple Syndication” is a way to distribute regular changing content, such as from a blog, and to distribute the updates to an “RSS Reader”. This allows individuals to collect updates from multiple sources in a single RSS reader.


VIDEO SHARING

The ability to upload and publish videos for public viewing has created new media stars. It has also raised awareness for many organizations beyond what they could ever hope for in paid advertising.


PRESENTATION SHARING

The ability to publish computer presentations, such as PowerPoint, allowing the public to view, rank and share presentations on any subject.


Translation

If you carefully construct your message using a simple and direct format, automated translation can be a useful tool.

Esta es una traducción automática. Por favor refiérase a la original de Inglés de aclaración. Gracias!

This is an automated translation. Please refer to the original English for clarification.

Thank you!

Si construir cuidadosamente el mensaje utilizando un formato simple y directo, la traducción automática puede ser una herramienta útil.

Online Social Media Strategy Traininghttp://budurl.com/SMTraining Social Media Webinar (Recorded - Free Access)http://budurl.com/GlobalstratWebinar Social Media Use Surveyhttp://budurl.com/SMsurvey

WHAT’S NEXT?

International Strategy Survey http://budurl.com/isurvey Social Media Videohttp://budurl.com/SMVideo Social Media Bloghttp://budurl.com/SMBlogs Social Media Resource Pagehttp://budurl.com/SMResource

Social Media & Strategy Bookshttp://budurl.com/BookReviews

Resources and Reference Material

Source for Social Media Maps: http://royal.pingdom.com/2008/08/12/social-network-popularity-around-the-world/

Want more information? call +1 202 294 5563

[email protected]

www.linkedin.com/in/terrancebarkan

Twitter http://twitter.com/TBarkan

www.snama.org/TerranceBarkan

Using Social Media For International Expansion

Business

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