Digital and Social Media Supported Internationalisation
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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 - The......

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 - 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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  • 1. ENERGISE2-0.COM Digital/Social Media Supported Internationalisation Dr. Jim Hamill @drjimhamill November, 2013
  • 2. A Step Back in Time ENERGISE2-0.COM
  • 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. Internationalisation Barriers ENERGISE2-0.COM
  • 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. 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. Why Now? ENERGISE2-0.COM
  • 8. Why Now? ENERGISE2-0.COM
  • 9. Why Now? Social Media + Connectivity + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
  • 10. The Connected Customer ENERGISE2-0.COM
  • 11. The Connected Customer is also the Connected Employee ENERGISE2-0.COM
  • 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. Digital Natives (2005) ENERGISE2-0.COM
  • 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. 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. 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. Digital/Social Media Supported Internationalisation 10 Action Points ENERGISE2-0.COM
  • 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. Wide Range of Resources Available ENERGISE2-0.COM
  • 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. 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. Social Media Listening System ENERGISE2-0.COM
  • 23. Feedly - China ENERGISE2-0.COM
  • 24. Feedly - China ENERGISE2-0.COM
  • 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. Multi-Lingual Web Site ENERGISE2-0.COM
  • 27. e-Marketing for International Markets ENERGISE2-0.COM
  • 28. ENERGISE2-0.COM
  • 29. 4. Tell Your Story Do you have an agreed Social Media and Content Marketing Strategy for ‘telling your story’? ENERGISE2-0.COM
  • 30. Content Marketing Content Marketing is the new Export Strategy ENERGISE2-0.COM
  • 31. The Elevation Principle Great Content + Other People – Marketing Messages = Growth ENERGISE2-0.COM
  • 32. Great Content Ignites Your Business ENERGISE2-0.COM
  • 33. Create Music Not Noise ENERGISE2-0.COM
  • 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. 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. The Importance of Key Influencers ENERGISE2-0.COM
  • 37. 6. Participate in International Networks ENERGISE2-0.COM
  • 38. Industry Specific ENERGISE2-0.COM
  • 39. For the Oil Industry ENERGISE2-0.COM
  • 40. Groups & Forums • Search, Join, Lurk, Participate in Social Media Groups/Forums ENERGISE2-0.COM
  • 41. 7. e-MarketPlaces Participate in e-marketplaces where appropriate ENERGISE2-0.COM
  • 42. Online Markets ENERGISE2-0.COM
  • 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. Support International Trade Visits ENERGISE2-0.COM
  • 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. Productive Time ENERGISE2-0.COM
  • 47. Productivity Busters ENERGISE2-0.COM
  • 48. Are You Export Ready? Internal use of social technologies can make you….. And improve ENERGISE2-0.COM
  • 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. Conclusion • Are we in danger of becoming a dinosaur nation in terms of global markets? • Digital Darwinism ENERGISE2-0.COM
  • 51. Digital Darwinism ENERGISE2-0.COM
  • 52. Digital Darwinism ENERGISE2-0.COM
  • 53. It’s the most adaptable that survive ENERGISE2-0.COM
  • 54. No business is too small to succeed ENERGISE2-0.COM
  • 55. Are we ready to evolve? ENERGISE2-0.COM
  • 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. Thank You Discussion/Questions ENERGISE2-0.COM