Using Social Media For International Expansion

Using Social Networks for International Expansion ASAE Toronto, 16 August 2009 TERRANCE BARKAN CAE Chief Strategist | Business Architect – GLOBALSTRAT Meggan Maughan-Brown, CAE, CMP Director, International Relations and Strategic Planning American Society of Civil Engineers

THE BIG PICTURE WHY DO YOU WANT TO GO INTERNATIONAL?

GROWTH, GROWTH & GROWTH More Members, more Revenue and more Knowledge

+/- 95% US Members GROWTH, GROWTH & GROWTH More Members, more Revenue and more Knowledge

OPPORTUNITIES HOW DO I KNOW IF WE SHOULD GO INTERNATIONAL?

TRENDS

Communications, Information & Social Technologies

Standards, Education & Qualifications

Free Trade & Political Agreements

The Global ‘Supply Chain’ effect

Emerging Economies & rising standard of living

Otherwise known as “ GLOBALIZATION ”

GLOBAL TRENDS WHAT IS DRIVING GLOBALIZATION TODAY?

International Survey - http://budurl.com/isurvey

GLOBAL STRATEGY SURVEY

GLOBAL STRATEGY SURVEY International Strategy

GLOBAL STRATEGY SURVEY Challenges

GLOBAL STRATEGY SURVEY Worksheet Future Growth and Development

GLOBAL STRATEGY SURVEY Worksheet Leading Products / Services

Global Footprint:

13,276 Members in 183 different countries*

55% are in just 10 countries, 70% are in the top 20

Almost half of the countries have 20 or fewer members

This represents approximately 10% of all ASCE Members

* The World Trade Organization (WTO) has 153 members

* The United Nations consists of 192 Nation States!

American Society of Civil Engineers Global Footprint

Groups, Sections and Councils

American Society of Civil Engineers Global Footprint Australia Bangladesh Brazil Colombia Costa Rica Egypt Greece Hong Kong India Indonesia Iraq Italy Japan Jordan Kenya Korea Kuwait Lebanon Mexico Nigeria Pakistan Panama Philippines Saudi Arabia Singapore Taiwan Thailand Turkey United Arab Emirates United Kingdom Western India

Agreements of Cooperation

American Society of Civil Engineers Global Footprint Sample …. Order of Engineers and Architects, Lebanon (OEA), Institution of Engineers, Malaysia (IEM), Federation of Civil Engineering Associations of the Mexican Republic (FECIC), Mexican Society of Civil Engineers, Mongolian Association of Civil Engineers (MACE), Society of Civil Engineers Nepal (SCEN), The Royal Institution of Engineers KIVI NIRIA, Institution of Professional Engineers New Zealand (IPENZ), The Norwegian Society of Chartered Technical and Scientific Professionals (TEKNA), Institution of Engineers, Pakistan (IEP), Pakistan Engineering Council (PEC), Panamanian Society of Engineers and Architects (SPIA)… and 70 more…!

American Society of Civil Engineers Global Footprint “ To prepare our members for the global economy and make the international engineering community more accessible, ASCE continued to expand and build partnerships with organizations around the world,…” ASCE Executive Director Patrick J. Natale, P.E., F.ASCE ASCE 2007 Annual Report, p. 4

ASCE Online

20 Linked-In Groups

related to “ASCE”

Includes Committees

and Sections.

ASCE Online

94 Linked-In Groups

related to “Civil Engineers” with ASCE in the top results.

ASCE Online

203 Facebook Groups

related to “ASCE”!

ASCE Online

785 Facebook Groups

related to “Civil Engineers” and ASCE is not in the very top returns!

American Society of Civil Engineers Online Presence “ Traditional” Website http://www.asce.org

American Society of Civil Engineers Online Presence http://content.asce.org/asceville/civil_what.html

SOCIAL TECHNOLOGIES BlackPlanet.com , Flickr.com , Reunion.com, aSmallWorld, Bebo , Blue Dot, Bolt, Broadcaster.com, Buzznet, CarDomain , Consumating, Couchsurfing , Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang, Ecademy , eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited , Gaia Online, Geni.com, GoPets, Graduates.com, Grono.net , Hyves, imeem, G o o g l e , Infield Parking , IRC-Galleria, iWiW, Joga, Bonito, Last.fm, LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply, My Opera Community , myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven, Pownce, RateItAll , Reunion.com, Searchles, Sconex, Shelfari ,Soundpedia, Sportsvite , Studivz, TagWorld, TakingITGlobal, The Doll Palace, The Student Center , Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks, Vox, WAYN, WebBiographies, Windows Live Spaces , Woophy, XING , Xuqa, Yelp, Zaadz, Zooomr

INFORMATION TECHNOLOGIES

Social Media Strategy addresses:

Your objectives

Your audience (current and potential)

Your message

Your Intellectual Property (IP)

Your network champions

Technology tools and platform(s)

Measurement

The process, structure, plan and resource allocation to implement your strategy

SOCIAL MEDIA STRATEGY A DEFINITION SOCIAL MEDIA STRATEGY A DEFINITION

DISCOVERY & SCOPING WHERE ARE WE STARTING FROM?

MEASURES

Membership by type by country

Events and delegates by country

Certifications / credentials by country

Publications by title by country

Total revenues by country

Map alliances / partnerships

Known direct competitors

Current international strategy (if any)

Map online groups (friends and strangers)

DISCOVERY & SCOPING WHERE ARE WE STARTING FROM?

ANALYSIS WHAT DOES THE DATA MEAN?

ANALYSIS

How are the needs different internationally?

Where are the real opportunities?

Where are we unable to compete?

Where are there markets to avoid?

What are our best products / services for international markets?

Are there unique needs we have uncovered?

What is the best business model?

ANALYSIS WHAT DOES THE DATA MEAN?

SOCIAL STRATEGY DEVELOPMENT WHAT’S THE PLAN?

SOCIAL NETWORK STRATEGY HOW SHOULD WE USE SOCIAL NETWORKS?

SOCIAL NETWORK STRATEGY WHICH SOCIAL NETWORKS SHOULD WE USE? Source for Social Media Maps: http://royal.pingdom.com/2008/08/12/social-network-popularity-around-the-world/

SOCIAL NETWORK STRATEGY HOW SHOULD WE USE SOCIAL NETWORKS? http://budurl.com/SMVideo

SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS Social Network applications are designed to allow people to connect with one another and create groups with rich application features. The most popular applications include: LinkedIn (www.linkedin.com) Facebook (www.facebook.com) Xing (www.xing.com)

SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS You will most likely want to have a presence on multiple public social network sites, and on multiple groups within those public network platforms.

SOCIAL TECHNOLOGY TOOLS SOCIAL NETWORKS SOCIAL NETWORKS Other specialized applications are designed for custom social media network groups that allow greater control and customization. Examples include: Higher Logic (www.higherlogic.com) Drupal (http://drupal.org) Socious (http://www.socious.com)

SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. Email management and tracking; ConstantContact (www.constantcontact.com) Website clicks and hits; Google Analytics (www.google.com/analytics/) Custom Link Tracking; BudUrl (www.budurl.com)

SOCIAL TECHNOLOGY TOOLS MEASUREMENT MEASUREMENT TOOLS You will need to measure the results of your social media actions. Discussion tracking; Google Alerts (www.google.com/alerts/) Blogs; Technorati (www.technorati.com) Blogpulse (www.budurl.com)

SOCIAL TECHNOLOGY TOOLS PUBLISHING - BLOGS PUBLISHING TOOLS Blogs are an important communication tool that allow free form communication with your audience while encouraging feedback , ranking and sharing. Wordpress (www.wordpress.com) Blogger (www.blogger com) Many of the better social media applications have blogging applications embedded within them.

SOCIAL TECHNOLOGY TOOLS PUBLISHING - MICROBLOGGING PUBLISHING TOOLS Micro-Blogging is one of the most recent new forms of social media tools, allowing instant “status updates” to be sent and received over mobile devices or any other Internet ready device. Twitter (www.twitter.com) Plurk (www.plurk.com) Micro-blogging tools are often used to direct readers to other sites or for instant feedback but are limited to very short messages.

SOCIAL TECHNOLOGY TOOLS COLLABORATION COLLABORATION WIKI – A collaboration tool that allows a large number of individuals to create, contribute and edit an open collection of web pages and content. Some of the most common uses are for glossaries, reference works or any situation in which a large number of discreet pieces of information need to be collected, categorized and organized.

SOCIAL TECHNOLOGY TOOLS COLLABORATION RSS FEEDS & READERS RSS – “Really Simple Syndication” is a way to distribute regular changing content, such as from a blog, and to distribute the updates to an “RSS Reader”. This allows individuals to collect updates from multiple sources in a single RSS reader.

SOCIAL TECHNOLOGY TOOLS COLLABORATION VIDEO SHARING The ability to upload and publish videos for public viewing has created new media stars. It has also raised awareness for many organizations beyond what they could ever hope for in paid advertising.

SOCIAL TECHNOLOGY TOOLS COLLABORATION PRESENTATION SHARING The ability to publish computer presentations, such as PowerPoint, allowing the public to view, rank and share presentations on any subject.

SOCIAL TECHNOLOGY TOOLS COLLABORATION Translation If you carefully construct your message using a simple and direct format, automated translation can be a useful tool. Esta es una traducción automática. Por favor refiérase a la original de Inglés de aclaración. Gracias! This is an automated translation. Please refer to the original English for clarification. Thank you! Si construir cuidadosamente el mensaje utilizando un formato simple y directo, la traducción automática puede ser una herramienta útil.

Online Social Media Strategy Training http://budurl.com/SMTraining Social Media Webinar (Recorded - Free Access) http://budurl.com/GlobalstratWebinar Social Media Use Survey http://budurl.com/SMsurvey WHAT’S NEXT? International Strategy Survey http://budurl.com/isurvey Social Media Video http://budurl.com/SMVideo Social Media Blog http://budurl.com/SMBlogs Social Media Resource Page http://budurl.com/SMResource Social Media & Strategy Books http://budurl.com/BookReviews Resources and Reference Material Source for Social Media Maps: http://royal.pingdom.com/2008/08/12/social-network-popularity-around-the-world/

Want more information? call +1 202 294 5563 [email_address] www.globalstrat.org www.linkedin.com/in/terrancebarkan Twitter http://twitter.com/TBarkan www.snama.org/TerranceBarkan