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Social media export session march 2011 v4 final


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  • Supports a Traditional Exporting ApproachAssess the relevant importance of countries, markets and industriesImportance in terms of volume of relevant mentions. This analysis can be undertaken using multi-lingual variants.Aid understanding, find communities and 'real-time' conversations around: Political and Economic environment - (Twitter in Libya, Tunisia, Linkedin groups) Social and Demographic environment - (SocialBakers, Linkedin, Blogs and Communities)Technological and Technographic environment - (Technographics)
  • Transcript

    • 1. ‘Creating the Buzz’Social Media for Sustained Export Growth
      Dr. Jim Hamill Alan Stevenson
      Vincent Hamill
      March, 2011
    • 2. Thanks to our Partners
    • 3. Agenda/Content
      Background – SME Internationalisation
      The Social Media Revolution – Key Things to Remember
      Social Media and SME Export Barriers
      Practical Examples
      Encouraging a global ‘mindset’, building confidence
      Social Media Monitoring Tools for Export Market Research, Insight and Understanding
      Building a ‘Quality International Customer Base’
      Social Media Planning Pays
    • 4. Slides are available on
    • 5. Agenda/Content
      Social media is marketing as a conversation with your customers – a conversation with your network
      Engagement, two-way dialogue, talk with NOT AT your customers
      If you have a question to ask or a point to make........
    • 6. Don’t bother because we’re not interested in what you think or what your experience can contribute to this session. If you ask a question, or make a comment, we will ignore you 
      How many companies treat their customers that way?
    • 7. Background
      The importance of SME internationalisation to national economic growth is widely recognised in most developed and developing countries
      A range of policy measures are in place......
      But major barriers exist........Psychological, Organisational, Operational, Product/Market
      Used effectively, social media can help to overcome many of these barriers leading to the more rapid internationalisation of the SME sector
    • 8. Background
      Important research and policy implications; also for the teaching and practice of International Marketing – the skills and experience required
      ‘Social Media Planning Pays’
    • 9. The Social Media
    • 10.
    • 11.
    • 12. What is Social Media?
      The three main components:
      • Applications
      • 13. Features and characteristics
      • 14. Business impact
    • International Business 2.0
      Web 2.0 Applications
      Open source
      Online Applications/ Web Services
      Social/ Professional Network Sites
      Social Content – Social Bookmarking
      Blogs or Weblogs
      Podcasts/ Vodcasts
      Virtual Realities
      Mash Ups
      RSS Feeds
      Mobile Web; Internet Telephony
      Business Impact
      Business Intelligence
      Customer Insight and Understanding
      Customer Interaction
      Enhanced Customer Experience – Rich Internet Applications
      Reputation Management
      Sales and Marketing
      Product Development and R&D e.g. engage and co-create
      Operations, Internal Processes and HRM
      Communities and Networks
      Hosted Services – online applications; the Internet as the platform
      Social Element
      Mass Collaboration
    • 15. Social Media in Plain English
    • 16. How Big Is It?
    • 17. Business Impact
      Key Things to Remember
    • 18. Key Things to Remember
      It’s social
      A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet. Conversations are taking place relevant to your business
      Power shift
      Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success. Customers increasingly rely on the network for information
      Declining effectiveness of traditional approaches 
      Does anyone listen to sales/brand messages anymore?
    • 19. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
    • 20.
    • 21. Key Things to Remember
      Pull v push
      Customers decide what information they wish to access
      New ‘mindsets’ are required
      Marketing as a conversation with your customers/network– dialogue not broadcasting
      But this is something that most of us are not very good at doing. We prefer ‘telling’ people
      SM ‘winners’ and ‘losers’
      ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
    • 22.
    • 23.
    • 24. Key Things to Remember
      New performance measures
      Requires new performance measures
      Quality of your network
      Relationship strength
      Ability to leverage
      Social media monitoring tools (see later)
      Redefines the concept of a web site
      a blog integrated with your other social network sites
      The need for new business/marketing models
    • 25. Performance Measurement
      • Involvement – network/community numbers/quality, time spent, frequency, geography
      • 26. Interaction – actions they take – read, post, comment, reviews, recommendations
      • 27. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
      • 28. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
      • 29. Insight – customer insight
      • 30. Impact – business impact
      Social Media Monitoring Tools –Audit, Assess, Impact
    • 31. The ‘6Is’ Approach
    • 32. Key Things to Remember
      The need for new business/marketing models
      Traditional approach:
      Product development – Differentiate – Market and Promote - Sell
      New model based on:
      Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally
      Engage and energise
      ‘Create the Buzz’
    • 33. Potential
      Business Benefits
    • 34. Business Benefits
      Used effectively, social media can deliver the following business benefits
      Market/Customer Knowledge & Insight
      Engagement & Reputation Management
      Enhanced Customer Experience and Loyalty
      Sales/Marketing Effectiveness, Efficiency and ROI
      Operations/ Internal Processes (open source and hosted apps)
      But the key words are ‘used effectively’............
    • 35. Social Media and
      SME Export Barriers
    • 36. Article Download
    • 37. Barriers to SME Exporting
    • 38. Barriers to SME Exporting
    • 39. Barriers to SME Exporting
    • 40. Social Media in Action
      Overcoming the Barriers
    • 41. Social Media in Action
      Practical Examples
      Encouraging a global ‘mindset’, building confidence
      Social Media Monitoring Tools for Export Market Research, Insight and Understanding
      Building a ‘Quality International Customer Base’
    • 42. Encouraging a global
      ‘mindset’, building confidence
    • 43. Global 'Mindset', Confidence
      SME participation in export support sites, social/ professional networks & forums etc can help to develop a more global ‘mindset’, generate greater awareness enthusiasm and confidence
      Can help to speed up the internationalisation process leading to quicker ROI
    • 44. Support Sites
      Very large number of sites......
      General export support
      Online Markets
      Industry specific
    • 45. General Export Support Sites
    • 46. General Export Support Sites
    • 47. General Export Support Sites
    • 48. General Export Support Sites
    • 49. General Export Support Sites
    • 50. General Export Support Sites
    • 51. globalEDGE
    • 52. globalEDGE
    • 53. globalEDGE
    • 54. globalEDGE
    • 55. globalEDGE
    • 56. globalEDGE
    • 57. Online
    • 58. Good Article
    • 59. General Marketplaces
    • 60. General Marketplaces
    • 61. General Marketplaces
    • 62. Industry
      Specific Communities
    • 63. BioSpace
    • 64. Food
    • 65. Drink
    • 66. Fashion
    • 67. From Web 1.0 to Web 2.0
      Most of these sites will have email newsletters/ RSS Feeds etc to help keep you up-to-date
      But this is a Web 1.0 way of doing things.....
      One of the major trends in recent years has been the emergence of a very wide range of Social Media Monitoring Tools
    • 68. Social Media Monitoring Tools
      and SME Exporting
    • 69. SMM and SME Exporting
      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
      Can also support a ‘NEW’ approach to internationalisation
    • 70. Social Media Monitoring Tools
      Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights
      Three stage process
      Aggregate what is being said
      Natural language analysis – understand the data
      Deliver actionable insights
      We have identified more than 100 Companies in this space
    • 71. Social Media Monitoring Tools
    • 72. Paid - Social Radar
    • 73. Paid - Radian6
    • 74. Free - Social Mention
    • 75. Or Create Your Own
    • 76. Social Media Monitoring: Benefits
      They provide the following organisational benefits:
      Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online.
      Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors.
      Identify and network with high value, high growth prospects.Identifying key posts and follow-up actions.
      Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response.
      Reputation Management. Timely identification of potential reputation issues.
      Improved Sales and Marketing. New prospects, customer and market opportunities.
      Improved Performance Monitoring. Support a 4Is approach.
    • 77. International Social Media Monitoring
      SMM tools can be used to…
      Augment a Traditional Market Scanning Approach
      Support a New approach
      Build a Quality Customer Growth Programme
    • 78. International Social Media Monitoring
      Support a Traditional Market Scanning Approach
      Research and compare countries, industries, competitors
      Aid understanding, find communities and 'real-time' conversations around “environmental” issues:
      Political and Economic environment
      Social and Demographic environment
      Technological and Technographic environment
    • 79. Country Scanning
    • 80. Understanding Trends
    • 81. Industry Scanning
    • 82. Understanding Peaks
    • 83. Competitor Analysis
    • 84. Political Insight
    • 85. Economic Insight
    • 86. Socio-Technological Data
    • 87.
    • 88. International Social Media Monitoring
      (b) Support a New Approach
      Identify Applications, Platforms and Communities of interest
      Find and Engage Customers and Influencers
      Find relevant Conversations and Actionable insights
      For some companies, this new approach provides more immediate benefits
    • 89. Applications and Platforms (Nanotech)
      On Topic Posts
    • 90. Key Blogs
    • 91. Key Groups (on LinkedIn)
    • 92. Key Accounts on Twitter
    • 93. …but on Facebook (more B2C)
    • 94. Identify Influencers
    • 95. Who’s saying what, where…
    • 96. Who do the Bloggers RT?
    • 97. Follow Tweeps
    • 98. Subscribe to Blogs
    • 99. Make the “Right” Connections
    • 100. Building a Quality International Customer Base/ A Quality Network
      Quick Example from Linkedin
    • 101. The Company
      A new business start-up
      Supplier of hi-tech solutions to the neurotechnology and optogenetic sectors
      Project Task
      Identify most attractive potential international customers and a communications plan for engagement
      Who, Where, How?
    • 102. So how did we use
      this approach?
    • 103. Quality Customer Growth Programme
      Start with a ‘Customer Mapping Exercise
      Identified 3 main customer groups
      Individuals in neuroscience
      Neuroscience/optogenetic institutes, firms and clusters
      Individuals in optogenetics
      Used Linkedin for building a customer database.....
      Then position on the Customer Value Matrix
      Communications strategy emerged from this.......
    • 104. QCGP
      27,000 neuroscience profiles on Linkedin
      100 neuroscience institutes, firms, clusters
      50 neurotechnology companies
      50 individuals in optogenetics
      Further filtered to identify the Top 50 ‘best sales prospects’
      Updated last week........
    • 105. 39,666 Neuroscience People
    • 106. 246 Neuroscience Companies
    • 107. 22 Optogenetics People
    • 108. Society of Neuroscience 2,889 Members
    • 109. So what progress has been made by Scottish export companies?
    • 110. Progress Made
      Interest and enthusiasm for social media is growing rapidly - channels are being set up
      But there is a need for a more ‘strategic’ approach - clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement
      More attention needs to be paid to organization, people, resource issues critical to on-going SM success
      • Social Media Planning Pays
    • Some Advice for
      Moving Forward
    • 111. Moving Forward
      The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth
      ‘Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’
      Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives
    • 112. Social Media
      Development Cycle
    • 113. SM Development Cycle
    • 114. Each Step is being covered in detail on our blog at
    • 115. Five Key Areas
      External Analysis: Evaluate Your Social Media Landscape
      Internal Analysis: Evaluate Your ‘Readiness to Engage’
      Develop Your Social Media Strategy and Action Plans for ‘Getting There’
      Evaluate Your Social Media Performance and ROI
      Organization, People and Resource Issues
    • 116. ‘Be Customer Led’
      Three key questions:
      Who are our customers, who do we wish to engage with?
      Where do we find them ‘hanging out’ on social media?
      How can we best engage and energise them?
    • 117.
    • 118. Develop Your Social Media Strategy and Action Plans for ‘Getting There’
    • 119. Use a Simplified Balanced Scorecard
      Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation
      A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
    • 120. Social Media Balanced Scorecard
      Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation
      The steps involved can be captured in a Social Media Strategy Map
      Five key questions to address……
    • 121. Social Media Balanced Scorecard
      What is the overall social media vision for your organization?
      What are the key objectives and targets to be achieved?
      Who are your customers?
      Key Actions and Initiatives
      Organisation, Resource and People Issues
    • 122. Social Media Strategy Map
    • 123. Organization, Resource and People Issues
    • 124. Organization, Resource and People
      Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true
    • 125. Conclusion
      Social media has become too important to ignore....
      A Social Media supported Export Strategy can help to overcome many of the barriers/obstacles
      But ‘plan the work and work the plan’
    • 126. Bob Dylan
      Come gather 'round people
      Wherever you roam
      And don’t criticise
      What you can't understand
      Your sons and your daughters
      Are beyond your command
      Your old road is
      Rapidly agin‘
      Then you better start swimmin’
      Or you'll sink like a stone
      For the times they are a-changin’
    • 127. Continue the discussion at
    • 128. Thank You