TCP Workshop 24/09/13: Web Trade


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This presentation by Doug Lawrence, a UKTI Export Communications Review consultant, outlined what UKTI's Web Exporting programme can offer Partners to help their members to export using the web

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TCP Workshop 24/09/13: Web Trade

  1. 1. 1
  2. 2. Sarbjit Bakhshi 2 UKTI Web Exporting Programme Sarbjit Bakhshi, Deputy Director of Technology
  3. 3. 3 Background Why are we doing this? •  The U.K. could have increased its 2011 GDP by up to £63 billion if it had achieved global digital leadership, as defined by the Booz & Company Digitization Index. •  Digital technology can enable SMEs to unlock as much as £18.8 billion in incremental revenue. •  Only one in three SMEs communicates with its customers online. 23% of SMEs stated that they would require training and support to develop basic online skills. Sarbjit Bakhshi Booz and Co. ‘This is for everyone’ 2012
  4. 4. 4 EU E-Commerce Task Force The taskforce identified two priority objectives for government and industry to boost cross‐border e‐commerce: –  To increase consumer confidence and trust in buying goods and services cross border. –  To reduce or remove the barriers for retailers, particularly SMEs, when trading cross-border to encourage more merchants to export Sarbjit Bakhshi
  5. 5. 5 EU E-Commerce Task Force Recommendations: •  Increase consumer awareness of cross-border offers, increasing trust and confidence to buy from a European retailer and get UK businesses online and exporting. •  UKTI (+ Open to Export+ SME Digital Capability Programme) should work together to ensure clarity of communications and cross referrals for SMEs on cross‐ border web exporting, to: •  Ensure increased reach to (exporting) SMEs •  Ensure continued focus on first time exporters •  Maximise the opportunities for exporting offered by the ‘GREAT’ brand pillars •  Build on existing peer-to-peer advice offered through Open to Export Sarbjit Bakhshi
  6. 6. 6 UKTI to focus on the following actions: Sarbjit Bakhshi
  7. 7. 7 Retail team •  Help SMEs understand different service standards and consumer expectations by working with best practice exemplars (e.g. ASOS and Kingfisher) and information sources from ‘Which?’ to share their experience. •  The SME Digital Capability Programme will then help to connect SMEs to this information •  A Retail Campaign to assist up to 600 SMEs. It will focus on China, in collaboration with Alibaba, in a pilot phase in 2013/14 to be expanded in 14/15. •  Looking at other markets where there is an important local e-commerce provider and help SMEs to get access, eg Tejuri in the Gulf States Sarbjit Bakhshi
  8. 8. 8 Open to Export •  UKTI will provide market insights on EU cross-border web exporting including information on the regulations in EU Member States which exporters need to comply with. •  Open to Export will combine information from UKTI and a number of wider private sector organisations to provide high quality content (articles, videos, case studies) for exporters looking to get started in web exporting and e-commerce. •  To support this, Open to Export will run a number of webinars which will be promoted through partner channels to broaden the reach of the campaign. Sarbjit Bakhshi
  9. 9. 9 Export Communications Review •  New support for Web Exporters and integrate this with their existing ‘Passport to Export’ and other services for exporters. –  Web Exporting awareness raising sessions, a webinar Campaign and an expanded programme of International Web Optimisation Workshops, delivered locally by UKTI and Trade Associations –  Masterclasses, delivered locally, providing intensive training and coaching to increase SMEs expertise and capability on web exporting. E.g. Doug Lawrence. –  Bespoke support through one-to-ones with experts and tailored website reviews. This will be supported by action planning and access to Web-Exporter Vouchers (matched funding). Sarbjit Bakhshi
  10. 10. 10 Working Group •  Alongside these existing programmes we recruited a Working Group of E- Commerce experts to champion the programme. •  These experts include members of the EU E-Commerce Task Force, inspirational web-exporters and service providers. •  The Working Group provided a focus for the Programme, will play a prominent part in the series of events and ensure that it is meeting SME needs. Sarbjit Bakhshi
  11. 11. 11 Working Group Sarbjit Bakhshi
  12. 12. 12 Working Group Conclusions: •  Provided useful information on the key challenges faced by SMEs looking to export •  They checked and validated the launch event ensuring it appealed to our target audience, SMEs •  They will champion our activities, providing positive case studies and feedback on how we are doing. •  Will provide continued feedback on the campaign branding •  Arranged to meet every 6 months Sarbjit Bakhshi
  13. 13. 13 Click: Connect: Sell •  Launching the programme with a major web based commerce event •  Hands-on workshops; inspirational speakers; business networking; practical advice We expect to see you all there! Sarbjit Bakhshi 16th October 2013 250 + attendees Working Group support Central London (Milbank Tower) High Profile Speakers Interactive workshops
  14. 14. Questions? 14Sarbjit Bakhshi
  15. 15. Sarbjit Bakhshi 15 Web Optimisation for International Trade (WOFIT) Workshop for your members Doug Lawrence, Export Communications Consultant West Midlands
  16. 16. Sarbjit Bakhshi 16 WOFIT Why bother?
  17. 17. Doug Lawrence 17 What is a WOFIT? Animal? Vegetable? Banana?
  18. 18. Doug Lawrence 18 What is a WOFIT? •  Half-day interactive practical workshop •  Built for UK exporters •  Boost international online business performance •  Structure, design and optimise for international visitors •  Generate more web traffic and new international customers •  Led by experts in international websites and effective communication •  Hints and tips on free tools
  19. 19. Doug Lawrence 19 Your members will find how to … •  Plan an international web strategy •  Targeting international customers •  Increase overseas sales •  Be visible on the international web •  Reach new global customers •  Increase the number of website enquiries from outside the UK •  Improve international search engine ‘ranking’ •  Write ‘localised’ content
  20. 20. Doug Lawrence 20 Why bother? •  A unique opportunity to give added value to your members •  Independent best practice •  For all members web experts or not •  Your costs are venue, refreshments and marketing to members •  We supply trainer, workbooks, promotional A4 flyer, feedback form •  No free lunch: we reach a new audience for UKTI services and assistance
  21. 21. Doug Lawrence 21 Feedback forms! “I’ve been on loads of workshops and seminars about the web and this is the first one that has really explained what I need to do.” “I didn’t realise that I was invisible on the web internationally. We will definitely do something about this now.” “I can now see that our website is so UK- centric and we need to update it urgently for our international visitors.”
  22. 22. Doug Lawrence 22 Previous WOFIT Workshops •  Excellent feedback (I would say that won’t I) •  Groups from 10 to 20+ •  Sole traders to multinationals •  UK only websites to full multilingual •  Technophobes to techno-wizards •  Brochure-ware, ecommerce, customer / sales partner support •  In-house and working with providers
  23. 23. Quick wins / Take aways •  +44, GB VAT, UK •  English only •  International ‘page’ •  Monitor traffic •  Talk to international clients and partners •  A few translated pages •  Geo-targeted •  Work with sales partners •  Look at international competitors •  Do something! Doug Lawrence 23
  24. 24. Web Optimisation for International Trade Workshop Doug Lawrence 24
  25. 25. Doug Lawrence 25 Typical Agenda Agenda Session 1 (09:30 – 11:30) –  Introductions (about you + ice breaker) –  Is your website ready to go international? –  The international web opportunity –  Is your website visible internationally? –  Options for an international web strategy –  Exercise –  Building an international website –  Exercise Session 2 (11:45 – 13:30) –  How the international web works –  Optimising your international website –  Exercise –  Google keyword demos –  Action planning –  Exercise
  26. 26. Doug Lawrence 26 7 million and counting from many different countries Argentina – Australia – Austria – Belgium – Brazil – Canada – China – Denmark – France – Germany – India – Indonesia – Italy – Japan – Mexico – Netherlands – Norway – Poland – Russia – Saudi Arabia – South Africa – South Korea – Spain – Sweden – Switzerland – Thailand – Turkey – United Arab Emirates – United Kingdom – USA
  27. 27. Doug Lawrence 27 The world is on the web Internet users in the world by geographic regions Source: Internet World Stats Estimated internet users are 2,405,518,376 on 30 June 2012 Copyright © 2012 Miniwatts Marketing Group 24.3 90 167.3 254.9 273.8 518.5 1076.7 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 Oceania / Australia Middle East Africa Latin America / Caribbean North America Europe Asia Millions of Users
  28. 28. Doug Lawrence 28 … in many different countries Source: Internet World Stats Copyright © 2012 Miniwatts Marketing Group List of Top 10 countries by number of internet users – 30 June 2012 Rank Country Internet users 1 China 538,000,000 2 United States 245,203,319 3 India 137,000,000 4 Japan 101,228,736 5 Brazil 88,494,756 6 Russia 67,982,547 7 Germany 67,483,860 8 Indonesia 55,000,000 9 United Kingdom 52,731,209 10 France 52,228,905
  29. 29. Doug Lawrence 29 It’s not just in English Top 10 languages in the internet Source: Internet World Stats Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group 39.4% 59.7% 59.8% 65.4% 75.4% 82.6% 99.2% 165.0% 510.0% 565.0% 0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 Korean Russian French Arabic German Portuguese Japanese Spanish Chinese English Millions of Users
  30. 30. Doug Lawrence 30 Why internationalise? •  70% of online search enquiries are not in English (source: Oban Multilingual) •  Customers are four times more likely to buy from a website in their own language (source: IDC) •  Visitors stay twice as long if a website is in their own language (source: Forrester Research) •  90% of European internet users visit websites in their own language (source: EU EuroBarometer)
  31. 31. Doug Lawrence 31 Why online? •  Up to 85% of consumers are prepared to buy cross-border, but on average only 18% do so (source: Borderless/thebluedoor) •  85% of business procurement commences online (source: Borderless/thebluedoor) •  Online advertising overtook press and TV in 2010 and now accounts for 25% of all advertising money spent in the UK – over £4 billion (source: IAB 29 March 2011)
  32. 32. Localisation maturity Doug Lawrence 32 UK Domestic English International Geo-targeted country pages and/or language pages Separate websites with country code top level domains (ccTLDs)
  33. 33. 29/09/2013 33 Timeandreturnoninvestment Investment and Implementation International web presence maturity English only web site Initial ‘language’ landing pages perhaps to distributors Selected ‘language landing’ pages Language Micro- sites or region specific sub- domains ‘in-country’ sites Modifiers •  Budget •  Time •  Technology •  Number of markets •  In-house capability •  Ambition •  B2B or B2C •  Direct or distributors No web site/ presence Inter-nation- alisation Translation Traffic Analysis Conversion Analysis Localisation Actions
  34. 34. International navigation … ready? Doug Lawrence 34
  35. 35. International navigation … ready? Doug Lawrence 35
  36. 36. EEN Bridging the Culture Gap Doug Lawrence 6th June 2013
  37. 37. Doug Lawrence 37 Google Webmaster Tools geotargeting
  38. 38. Language purchase spectrum 29/09/2013 38 Will buy in English Only buy in their language Buy in a mix of English and their language Increase the number of potential buyers by moving along the spectrum English English & German Only French
  39. 39. Doug Lawrence 39 Other areas … •  Mobile sites •  Responsive website •  Social media
  40. 40. Doug Lawrence 40 Multilingual SEO <title> Даг Лоуренс - всемирный эксперт опо продаже переводческих услуг </title> <meta name="description" content= “Тренинги и мастер-классы по маркетингу и продаже переводческих услуг от признанного британского эксперта и бизнес-тренера Дага Лоуренса.” />
  41. 41. Doug Lawrence 41 190+ other ranking factors Page rank Inbound links Contact details Domain authority Page layout Location of hosting Duplicate content Content freshness Unique content Site structure
  42. 42. Doug Lawrence 42 Export Communications Review – from what to how! •  International domain strategy •  International web strategy •  Design, navigation and structure •  International/multilingual content •  International/multilingual SEO •  International e-commerce •  International social media •  Marketing materials •  Exhibition materials •  Thorough review of your website against our best practice checklist •  2-3 hour meeting face-to-face or via Skype •  Detailed, tailored written action plan •  Up to three subsidised reviews if meet criteria •  Review is £500 + £100 VAT •  UKTI subsidy is £250 … Anything to do with international communication!
  43. 43. Doug Lawrence 43 Next steps Read more about the Export Communications Review at Help your members grow internationally on the web Please fill in your feedback forms! Contact Doug on 0 77 11 555 602 or
  44. 44. Questions? Doug Lawrence 44