Internet Strategies for
 International Business
     45th Annual Wisconsin
International Trade Conference
          May 12...
Discussion Panelists
• Dave Cluka
    eBusiness Group Director
    Briggs and Stratton Corporation
• Tracy Shilobrit
    P...
Discussion Goals
• Review real-world case studies of
  websites for international business
• Explore challenges
• Discover...
Global eBusiness
at Briggs & Stratton
Guiding Principles of eBusiness
• Leverage existing platforms and messaging
• Provide consistent messaging and touch
  poi...
eBusiness Advisory Council
                                   US (Corporate)
• Who                              EMEA
  – 1...
Strengths                         Weaknesses
   Large online footprint           Inconsistencies
      40+ websites    ...
StrateVantage
Communications
Expertise
•   Corporate communications and public relations firm
    specializing in serving international business.
•   S...
About StrateVantage Communications
•   Full-service corporate communications/PR consulting firm:
     –   Community relati...
Johnson Controls, Inc.
•   Founded 1885 in Milwaukee
•   Wisconsin’s largest public company
•   2008 revenues of $38 billi...
Darrel Standley
• Building efficiency
• Director, Global Communications
  Operations
  –   Web communications
  –   Brand ...
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/tra...
Internet Strategies for International Business
Internet Strategies for International Business
Internet Strategies for International Business
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Internet Strategies for International Business

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Panelists -- Dave Cluka (eBusiness Group Director, Briggs & Stratton Corp); Tracy Shilobrit (President, StrateVantage Communications) Darrel Standley, CBC (Director, Global Communications Operations, Johnson Controls Inc); Bill Finn, Moderator (President, Finn Digital)

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Transcript of "Internet Strategies for International Business"

  1. 1. Internet Strategies for International Business 45th Annual Wisconsin International Trade Conference May 12, 2009
  2. 2. Discussion Panelists • Dave Cluka eBusiness Group Director Briggs and Stratton Corporation • Tracy Shilobrit President StrateVantage Communications • Darrel Standley, CBC Director, Global Communications Operations Johnson Controls, Inc. • Bill Finn (moderator) President Finn Digital
  3. 3. Discussion Goals • Review real-world case studies of websites for international business • Explore challenges • Discover key areas of learning • Address audience questions
  4. 4. Global eBusiness at Briggs & Stratton
  5. 5. 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
  6. 6. eBusiness Advisory Council US (Corporate) • Who EMEA – 16 regional participants Asia Australia • What Latin America – 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
  7. 7. Strengths Weaknesses  Large online footprint  Inconsistencies  40+ websites  Messaging  Support many languages  Development language  Having the discussions  URL conventions  eBusiness = focus  Spread thin Opportunities Threats  No online leader in OPE  eBusiness = focus  Increase in online research  $ shifting to new media  Educate and share information  Web = new sales channel
  8. 8. StrateVantage Communications
  9. 9. 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
  10. 10. 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!
  11. 11. 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
  12. 12. 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
  13. 13. JohnsonControls.com
  14. 14. Internationalization
  15. 15. JohnsonControls.de
  16. 16. JohnsonControls.com.br
  17. 17. JohnsonControls.cn
  18. 18. JohnsonControls.com.tr
  19. 19. Secured environments
  20. 20. General eCommerce
  21. 21. Customer eCommerce LOGO
  22. 22. Panel Questions
  23. 23. Audience Questions
  24. 24. Key Learnings
  25. 25. Thank You panel discussion podcast and summary available tomorrow at http://finndigital.com/tradeday2009
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