ENERGISE2-0.COM

Digital/Social Media
Supported
Internationalisation

Dr. Jim Hamill
www.energise2-0.com
@drjimhamill

Nov...
A Step Back in Time

ENERGISE2-0.COM
1986
Public policy question: How do we
encourage more of our SMEs to
become global in orientation and
strategy?
Numerous r...
Internationalisation Barriers

ENERGISE2-0.COM
2013
Almost 30 years later we are still
asking the same question, still
doing the same research
We even have research pape...
2013 Questions
Is it time for a radical rethink
of our approach to SME
internationalisation?
Do we need Export Support
Pol...
Why Now?

ENERGISE2-0.COM
Why Now?

ENERGISE2-0.COM
Why Now?
Social Media + Connectivity + Mobile +
The Cloud + Big Data + Gen C

= The End of Business as Usual

ENERGISE2-0....
The Connected Customer

ENERGISE2-0.COM
The Connected Customer is also
the Connected Employee

ENERGISE2-0.COM
Connected Employees
• Fifty per cent of the world’s population is under 30 years
old
• Digital natives and digital immigra...
Digital Natives (2005)

ENERGISE2-0.COM
Digital and Internationalisation
Used effectively, Digital Technology
and Social Media can help to
overcome many of the
‘t...
New Evidence
‘Scottish Export Survey, 2013’
• Only 7% of surveyed companies claimed to have a welldefined digital/social m...
Recent Developments
Evidence of some recent
developments in this area
but based on a ‘build it
and they will come approach...
Digital/Social Media
Supported Internationalisation
10 Action Points

ENERGISE2-0.COM
1. Know Your Market
Use of digital and social media
for Export Market Research and
assess your readiness to export

ENERGI...
Wide Range of Resources Available

ENERGISE2-0.COM
2. Shut Up and Listen
Set up a Social Media
Listening System
Develop your export
knowledge and keep an ear
to the ground f...
Social Media Listening System
• Lack of foreign market knowledge and limited resources
for export market research/country ...
Social Media Listening System

ENERGISE2-0.COM
Feedly - China

ENERGISE2-0.COM
Feedly - China

ENERGISE2-0.COM
3. First Impressions Count
What does your current web site/social media presence say
about your company your brand to pote...
Multi-Lingual Web Site

ENERGISE2-0.COM
e-Marketing for International Markets

ENERGISE2-0.COM
ENERGISE2-0.COM
4. Tell Your Story
Do you have an agreed Social Media and Content
Marketing Strategy for ‘telling your story’?

ENERGISE2-...
Content Marketing
Content Marketing is the new Export Strategy

ENERGISE2-0.COM
The Elevation Principle
Great Content +
Other People –
Marketing
Messages =
Growth

ENERGISE2-0.COM
Great Content Ignites Your Business

ENERGISE2-0.COM
Create Music Not Noise

ENERGISE2-0.COM
Build Your Social Media Presence
In a digital era, success in international markets will depend on:
• The quality of your ...
5. Build Relationships
Relationships and network marketing have always been
critical to export success

Social media is re...
The Importance of Key Influencers

ENERGISE2-0.COM
6. Participate in International Networks

ENERGISE2-0.COM
Industry Specific

ENERGISE2-0.COM
For the Oil Industry

ENERGISE2-0.COM
Groups & Forums
• Search, Join, Lurk, Participate in Social Media Groups/Forums

ENERGISE2-0.COM
7. e-MarketPlaces
Participate in e-marketplaces where appropriate

ENERGISE2-0.COM
Online Markets

ENERGISE2-0.COM
8. International Trade Missions
Jump on a plane and sock it to them – but use social
media to build the right contacts fir...
Support International Trade Visits

ENERGISE2-0.COM
9. Internal Social Business
Use social technologies internally to improve internal
efficiency, reduce costs, build an inno...
Productive Time

ENERGISE2-0.COM
Productivity Busters

ENERGISE2-0.COM
Are You Export Ready?
Internal use of social technologies can make you…..

And improve

ENERGISE2-0.COM
10. Measure Performance
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• B...
Conclusion
• Are we in danger of becoming a dinosaur nation in
terms of global markets?
• Digital Darwinism

ENERGISE2-0.C...
Digital Darwinism

ENERGISE2-0.COM
Digital Darwinism

ENERGISE2-0.COM
It’s the most adaptable that survive

ENERGISE2-0.COM
No business is too small to succeed

ENERGISE2-0.COM
Are we ready to evolve?

ENERGISE2-0.COM
Export Planning Pays
• Agree Vision, Strategy, Objectives, KPIs and Targets
• Plan the Work and Work the Plan
• Be ‘Custom...
Thank You
Discussion/Questions
www.energise2-0.com

ENERGISE2-0.COM
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Digital and Social Media Supported Internationalisation

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Our presentation to be delivered at the Scottish Business Exhibition/Export Week Scotland on the 14th and 15th of November. Please see our blog for booking details - www.energise2-0.com The presentation asks whether we need a new approach to Export Support Policy in an increasingly 'connected world' and presents 10 key action points for effective use of digital and social media to support SME internationalisation.

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Digital and Social Media Supported Internationalisation

  1. 1. ENERGISE2-0.COM Digital/Social Media Supported Internationalisation Dr. Jim Hamill www.energise2-0.com @drjimhamill November, 2013
  2. 2. A Step Back in Time ENERGISE2-0.COM
  3. 3. 1986 Public policy question: How do we encourage more of our SMEs to become global in orientation and strategy? Numerous research studies identifying the main barriers or obstacles preventing SMEs from expanding abroad ENERGISE2-0.COM
  4. 4. Internationalisation Barriers ENERGISE2-0.COM
  5. 5. 2013 Almost 30 years later we are still asking the same question, still doing the same research We even have research papers researching the research ENERGISE2-0.COM
  6. 6. 2013 Questions Is it time for a radical rethink of our approach to SME internationalisation? Do we need Export Support Policies and SME Export Strategies ‘fit for purpose’ in a Connected World? ENERGISE2-0.COM
  7. 7. Why Now? ENERGISE2-0.COM
  8. 8. Why Now? ENERGISE2-0.COM
  9. 9. Why Now? Social Media + Connectivity + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
  10. 10. The Connected Customer ENERGISE2-0.COM
  11. 11. The Connected Customer is also the Connected Employee ENERGISE2-0.COM
  12. 12. Connected Employees • Fifty per cent of the world’s population is under 30 years old • Digital natives and digital immigrants = majority of the workforce • Impact on the world of work? ENERGISE2-0.COM
  13. 13. Digital Natives (2005) ENERGISE2-0.COM
  14. 14. Digital and Internationalisation Used effectively, Digital Technology and Social Media can help to overcome many of the ‘traditional’ barriers to internationalisation facing SMEs But only 10% of Scottish companies have a clear Digital Strategy to support internationalisation (The State of Digital Scotland Survey, 2012) ENERGISE2-0.COM
  15. 15. New Evidence ‘Scottish Export Survey, 2013’ • Only 7% of surveyed companies claimed to have a welldefined digital/social media strategy to support internationalisation • However, 58% were ‘actively learning more about social media’ or ‘beginning to develop a digital/social media supported export strategy’ ENERGISE2-0.COM
  16. 16. Recent Developments Evidence of some recent developments in this area but based on a ‘build it and they will come approach’ ENERGISE2-0.COM
  17. 17. Digital/Social Media Supported Internationalisation 10 Action Points ENERGISE2-0.COM
  18. 18. 1. Know Your Market Use of digital and social media for Export Market Research and assess your readiness to export ENERGISE2-0.COM
  19. 19. Wide Range of Resources Available ENERGISE2-0.COM
  20. 20. 2. Shut Up and Listen Set up a Social Media Listening System Develop your export knowledge and keep an ear to the ground for export opportunities ENERGISE2-0.COM
  21. 21. Social Media Listening System • 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 • Online conversations are already taking place relevant to your business, your brand, your industry. Are you ‘listening’? ENERGISE2-0.COM
  22. 22. Social Media Listening System ENERGISE2-0.COM
  23. 23. Feedly - China ENERGISE2-0.COM
  24. 24. Feedly - China ENERGISE2-0.COM
  25. 25. 3. First Impressions Count What does your current web site/social media presence say about your company your brand to potential international customers? Are you happy with your digital footprint? ENERGISE2-0.COM
  26. 26. Multi-Lingual Web Site ENERGISE2-0.COM
  27. 27. e-Marketing for International Markets ENERGISE2-0.COM
  28. 28. ENERGISE2-0.COM
  29. 29. 4. Tell Your Story Do you have an agreed Social Media and Content Marketing Strategy for ‘telling your story’? ENERGISE2-0.COM
  30. 30. Content Marketing Content Marketing is the new Export Strategy ENERGISE2-0.COM
  31. 31. The Elevation Principle Great Content + Other People – Marketing Messages = Growth ENERGISE2-0.COM
  32. 32. Great Content Ignites Your Business ENERGISE2-0.COM
  33. 33. Create Music Not Noise ENERGISE2-0.COM
  34. 34. Build Your Social Media Presence In a digital era, success in international markets will depend on: • The quality of your online network • Relationship strength • Ability to leverage that relationship ENERGISE2-0.COM
  35. 35. 5. Build Relationships Relationships and network marketing have always been critical to export success Social media is relationship marketing on steroids ENERGISE2-0.COM
  36. 36. The Importance of Key Influencers ENERGISE2-0.COM
  37. 37. 6. Participate in International Networks ENERGISE2-0.COM
  38. 38. Industry Specific ENERGISE2-0.COM
  39. 39. For the Oil Industry ENERGISE2-0.COM
  40. 40. Groups & Forums • Search, Join, Lurk, Participate in Social Media Groups/Forums ENERGISE2-0.COM
  41. 41. 7. e-MarketPlaces Participate in e-marketplaces where appropriate ENERGISE2-0.COM
  42. 42. Online Markets ENERGISE2-0.COM
  43. 43. 8. International Trade Missions Jump on a plane and sock it to them – but use social media to build the right contacts first ENERGISE2-0.COM
  44. 44. Support International Trade Visits ENERGISE2-0.COM
  45. 45. 9. Internal Social Business Use social technologies internally to improve internal efficiency, reduce costs, build an innovative customer led company ENERGISE2-0.COM
  46. 46. Productive Time ENERGISE2-0.COM
  47. 47. Productivity Busters ENERGISE2-0.COM
  48. 48. Are You Export Ready? Internal use of social technologies can make you….. And improve ENERGISE2-0.COM
  49. 49. 10. Measure Performance Should be undertaken at three main levels: • Individual social media channels • Overall ‘buzz’ • Business Impact A wide range of performance measurement tools and apps are available ENERGISE2-0.COM
  50. 50. Conclusion • Are we in danger of becoming a dinosaur nation in terms of global markets? • Digital Darwinism ENERGISE2-0.COM
  51. 51. Digital Darwinism ENERGISE2-0.COM
  52. 52. Digital Darwinism ENERGISE2-0.COM
  53. 53. It’s the most adaptable that survive ENERGISE2-0.COM
  54. 54. No business is too small to succeed ENERGISE2-0.COM
  55. 55. Are we ready to evolve? ENERGISE2-0.COM
  56. 56. Export Planning Pays • Agree Vision, Strategy, Objectives, KPIs and Targets • Plan the Work and Work the Plan • Be ‘Customer Led’ – Who are my customers? – Where do they hang out online? – How can I best engage with them? ENERGISE2-0.COM
  57. 57. Thank You Discussion/Questions www.energise2-0.com ENERGISE2-0.COM

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