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Ukti eBusiness masterclass

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  • .com .co.uk .fr. .de +44 Opening times Names locations
  • Market research? Digital Skills? Website SEO – PPC - Social Product development? Languages Costs Project management - time
  • Market research? Digital Skills? Website SEO – PPC - Social Product development? Languages Costs Project management - time

Ukti eBusiness masterclass Ukti eBusiness masterclass Presentation Transcript

  • 1
  • Ebusiness Master Class 12th February 2013 John Chacksfield SharpmonkeyseBusiness Master Class 12/02/2013 2
  • About Sharpmonkeys • Director of Digital Agency – Online Market Research & Strategy – User Experience – Social Media – E commerce – PPC and SEO UKTI P2E Mentor • UKTI P2E Mentor “Digital marketing • Design Demand Consultant strategy, training and delivery”eBusiness Master Class 12/02/2013 3
  • About You? • Your turn for a 30 second introduction – Your name? – Your Company? – What you do? • Your Export Markets • Your Experience with Digital.eBusiness Master Class 12/02/2013 4
  • Digital Trends and Whats Driving Change 70 ImmigrantsAge in 2010 50 66-45 45-66 30 45-33 Natives 33-16 20 10 15-0 Baby Gen X Gen Y Gen Z Boomers ’66-’76 ’77-’94 ’95-’2012 ’46-’66 5 5
  • Whats Driving ChangeCourtesy of wearesocial 2012 6eBusiness Master Class 12/02/2013
  • Whats Driving ChangeCourtesy of wearesocial 2012 7eBusiness Master Class 12/02/2013
  • Whats Driving ChangeCourtesy of wearesocial 2012 8eBusiness Master Class 12/02/2013
  • Whats Driving Change • Ever-increasing media consumption online: Consumer behaviour is changing all the time and the move towards the instant gratification, news and information the web can provide is an important driver. • Social networking and social commerce : Probably the biggest driver of all for the change in consumer behaviour and the catalyst for online growth over the next five years. • Smartphone penetration fuelling mobile Internet adoption: Some analysts predict that 80% of web usage will be through mobile phones by 2020.eBusiness Master Class 12/02/2013 9
  • International Strategy Different Approaches "Those at the top of todays league table cannot be complacent - changing technologies, and attitudes to technology usage, mean that hard-won advantages can be quickly eroded by nimble-footed rivals."eBusiness Master Class 12/02/2013 10
  • Technological Changes – Past – Present & FutureType your title and date here 00/00/0000 11
  • International Strategy Different Approaches • Localisation – Localise content for each market. • Standardisation – Same offer for each market. • Adaption – Adapt product for each market.eBusiness Master Class 12/02/2013 12
  • Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
  • Project – Barriers & opportunities for export • Ten minutes to find:- • Where are your best market opportunities? – Have you researched them? – What barriers are there – external? Internal? Digital? • FeedbackeBusiness Master Class 12/02/2013 14
  • Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
  • Your Companies Products and Services • Do you need to change your product for an international market? – Which markets – Language – Colour – look & feel – Health & safety specs – Pricing policy – Routes to market – CostseBusiness Master Class 12/02/2013 16
  • Your Companies Brand • How do you represent your brand Overseas? – International Brand guidelines. • Brand Manifesto • What does your company stand for? • What are you brand values? – International Design • Copy / Tone • Pantones • Fonts / Logo / ImageseBusiness Master Class 12/02/2013 17
  • BrandeBusiness Master Class 12/02/2013 18
  • BrandeBusiness Master Class 12/02/2013 19
  • BrandeBusiness Master Class 12/02/2013 20
  • BrandeBusiness Master Class 12/02/2013 21
  • Globalisation • Your Product Changed for International Markets ? – Function – Design – Culture? – Name?eBusiness Master Class 12/02/2013 22
  • Competition • Competition Review Online – Web – SEO – Advertising – Social – Contacts – What added value can the digital channel provide? – Differentiators. – Channel choice not found anywhere else?eBusiness Master Class 12/02/2013 23
  • CompetitioneBusiness Master Class 12/02/2013 24
  • PESTEL Analysis Political Sociocultural – Legislation – Demographics – Taxation – Income distribution – Foreign trade regs. – Lifestyle changes – Employment law – Consumerism – Government stability – Levels of education Economic Technology – Business cycles – New discoveries – GNP trends – Rates of obsolescence – Money supply – Speed of tech. transfer – Inflation – Unemployment Environmental – Social pressure – Legal influenceseBusiness Master Class 12/02/2013 25
  • Exercise 1 – Three groups of four • Pick one company in the group – Exercise 1 in Workbook. – Brand » Any brand guides? – Customer Service » Has the website got international numbers, out of hours contacts? – Globalisation » Does the Product/Service need to be changed for international markets? – Competition » What are they doing online that is better?eBusiness Master Class 12/02/2013 26
  • Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
  • Online Behaviour Person Motivations Reference a & device Landing SearcheBusiness Master Class 12/02/2013 28
  • Online Behaviour websites Social I want to buy a sites new tablet reviews friends brandseBusiness Master Class 12/02/2013 search 29
  • Social media Social Buying 82% use social media when buying 13% Buy via social mediaeBusiness Master Class 12/02/2013 30
  • Persona Development • “a summary of the characteristics, needs, motivations and environment of a key type of web site user“.eBusiness Master Class 12/02/2013 31
  • Persona DevelopmenteBusiness Master Class 12/02/2013 32
  • Online Behaviour – gs.statcounter.comeBusiness Master Class 12/02/2013 33
  • Online BehavioureBusiness Master Class 12/02/2013 34
  • Online BehavioureBusiness Master Class 12/02/2013 35
  • Exercise 2 – In your Groups – Exercise 2 in workbook • Persona types for B2B and B2C. – Age – Sex – Location – Language – Device • Scenario for B2B and B2C – Buy – Enquire – SubscribeeBusiness Master Class 12/02/2013 36
  • Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
  • Domains • TLD Domains – .com – .info – .biz • Cc TLD Domains – .fr – .es – .de • Internationalized – Non ASCII CharacterseBusiness Master Class 12/02/2013 38
  • DomainseBusiness Master Class 12/02/2013 39
  • Hosting • Where is your web site hosted – Google will be indexing local content. – Overseas hosting for ccTLD domains will provide good SERPS. – Just having language option on TLD will not give same results.eBusiness Master Class 12/02/2013 40
  • DesignseBusiness Master Class 12/02/2013 41
  • Search Engine Optimisation - SEO • Keyword research • Website localisation – Architecture – Imagery – Copy format • Internet routes to market • Social Media • Pay Per Click Advertising – PPC • Keyword tools – Google Keyword Tool – www.wordtracker.comeBusiness Master Class 12/02/2013 42
  • eBusiness Master Class 12/02/2013 43
  • Current Successful BRAND Search Terms Current Successful GENERIC PRODUCT Search Terms Current Successful SPECIFIC PRODUCT Search TermseBusiness Master Class 12/02/2013 44
  • SEO • Keyphrase placement – Page title – Description meta – Headings <H1> – Body Content – Text Links – ALT TagseBusiness Master Class 12/02/2013 45
  • PPC • Keyword research on target customers • Search volumes in target markets – business potential? • Skills – who is going to do the campaign – in house – external? • Costs & Budgets? • Skills & trainingeBusiness Master Class 12/02/2013 46
  • PPC Paid advertising on Search engineseBusiness Master Class 12/02/2013 47
  • PPCeBusiness Master Class 12/02/2013 48
  • Social • Research target audiences • Which social media is best – LinkedIn – Facebook – Twitter – Pinterest – Blogs – YouTube • Who can – is going to do this • Cost – benefit - ROIeBusiness Master Class 12/02/2013 49
  • Social StrategyeBusiness Master Class 12/02/2013 50
  • Video • Will a product video help sales or • Support products in anyway • Skills - Cost • ROIeBusiness Master Class 12/02/2013 51
  • eMail • Is this an appropriate route to market for your products/services • Customers email lists • In house or external development of template – imagery – copy? • How often is appropriate • Monitor effectiveness & ROIeBusiness Master Class 12/02/2013 52
  • Resources • www.netmarketshare.com/search-engine-market-share.aspx? qprid=4&clearaf=1 • www.nielsen.com/content/corporate/global/en.html • www.experian.com/hitwise/online-trends-search-engine.html • http://searchenginewatch.com/stats • www.searchenginecolossus.com • www.consumerbarometer.comeBusiness Master Class 12/02/2013 53
  • Exercise 3 – In your Groups – Exercise 3 in workbook • Keyword research • Domains • Social MediaeBusiness Master Class 12/02/2013 54
  • Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
  • Regulations – Legal Issues • Data Protection Act • Distance Selling Regulations • Disability Discrimination Act • IPR/Licence Issue • Channel Conflict • Tax/VATeBusiness Master Class 12/02/2013 56
  • Exercise 4 – In your Groups – Exercise 4 in workbook • Distance Selling RegulationseBusiness Master Class 12/02/2013 57
  • Resources – UKTI Resources • www.ukti.gov.uk • Your International Trade Adviser!!!eBusiness Master Class 12/02/2013 58
  • QuestionseBusiness Master Class 12/02/2013 59