Ukti eBusiness masterclass

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  • .com .co.uk .fr. .de +44 Opening times Names locations
  • Market research? Digital Skills? Website SEO – PPC - Social Product development? Languages Costs Project management - time
  • Market research? Digital Skills? Website SEO – PPC - Social Product development? Languages Costs Project management - time
  • Ukti eBusiness masterclass

    1. 1. 1
    2. 2. Ebusiness Master Class 12th February 2013 John Chacksfield SharpmonkeyseBusiness Master Class 12/02/2013 2
    3. 3. About Sharpmonkeys • Director of Digital Agency – Online Market Research & Strategy – User Experience – Social Media – E commerce – PPC and SEO UKTI P2E Mentor • UKTI P2E Mentor “Digital marketing • Design Demand Consultant strategy, training and delivery”eBusiness Master Class 12/02/2013 3
    4. 4. About You? • Your turn for a 30 second introduction – Your name? – Your Company? – What you do? • Your Export Markets • Your Experience with Digital.eBusiness Master Class 12/02/2013 4
    5. 5. Digital Trends and Whats Driving Change 70 ImmigrantsAge in 2010 50 66-45 45-66 30 45-33 Natives 33-16 20 10 15-0 Baby Gen X Gen Y Gen Z Boomers ’66-’76 ’77-’94 ’95-’2012 ’46-’66 5 5
    6. 6. Whats Driving ChangeCourtesy of wearesocial 2012 6eBusiness Master Class 12/02/2013
    7. 7. Whats Driving ChangeCourtesy of wearesocial 2012 7eBusiness Master Class 12/02/2013
    8. 8. Whats Driving ChangeCourtesy of wearesocial 2012 8eBusiness Master Class 12/02/2013
    9. 9. Whats Driving Change • Ever-increasing media consumption online: Consumer behaviour is changing all the time and the move towards the instant gratification, news and information the web can provide is an important driver. • Social networking and social commerce : Probably the biggest driver of all for the change in consumer behaviour and the catalyst for online growth over the next five years. • Smartphone penetration fuelling mobile Internet adoption: Some analysts predict that 80% of web usage will be through mobile phones by 2020.eBusiness Master Class 12/02/2013 9
    10. 10. International Strategy Different Approaches "Those at the top of todays league table cannot be complacent - changing technologies, and attitudes to technology usage, mean that hard-won advantages can be quickly eroded by nimble-footed rivals."eBusiness Master Class 12/02/2013 10
    11. 11. Technological Changes – Past – Present & FutureType your title and date here 00/00/0000 11
    12. 12. International Strategy Different Approaches • Localisation – Localise content for each market. • Standardisation – Same offer for each market. • Adaption – Adapt product for each market.eBusiness Master Class 12/02/2013 12
    13. 13. Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
    14. 14. Project – Barriers & opportunities for export • Ten minutes to find:- • Where are your best market opportunities? – Have you researched them? – What barriers are there – external? Internal? Digital? • FeedbackeBusiness Master Class 12/02/2013 14
    15. 15. Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
    16. 16. Your Companies Products and Services • Do you need to change your product for an international market? – Which markets – Language – Colour – look & feel – Health & safety specs – Pricing policy – Routes to market – CostseBusiness Master Class 12/02/2013 16
    17. 17. Your Companies Brand • How do you represent your brand Overseas? – International Brand guidelines. • Brand Manifesto • What does your company stand for? • What are you brand values? – International Design • Copy / Tone • Pantones • Fonts / Logo / ImageseBusiness Master Class 12/02/2013 17
    18. 18. BrandeBusiness Master Class 12/02/2013 18
    19. 19. BrandeBusiness Master Class 12/02/2013 19
    20. 20. BrandeBusiness Master Class 12/02/2013 20
    21. 21. BrandeBusiness Master Class 12/02/2013 21
    22. 22. Globalisation • Your Product Changed for International Markets ? – Function – Design – Culture? – Name?eBusiness Master Class 12/02/2013 22
    23. 23. Competition • Competition Review Online – Web – SEO – Advertising – Social – Contacts – What added value can the digital channel provide? – Differentiators. – Channel choice not found anywhere else?eBusiness Master Class 12/02/2013 23
    24. 24. CompetitioneBusiness Master Class 12/02/2013 24
    25. 25. PESTEL Analysis Political Sociocultural – Legislation – Demographics – Taxation – Income distribution – Foreign trade regs. – Lifestyle changes – Employment law – Consumerism – Government stability – Levels of education Economic Technology – Business cycles – New discoveries – GNP trends – Rates of obsolescence – Money supply – Speed of tech. transfer – Inflation – Unemployment Environmental – Social pressure – Legal influenceseBusiness Master Class 12/02/2013 25
    26. 26. Exercise 1 – Three groups of four • Pick one company in the group – Exercise 1 in Workbook. – Brand » Any brand guides? – Customer Service » Has the website got international numbers, out of hours contacts? – Globalisation » Does the Product/Service need to be changed for international markets? – Competition » What are they doing online that is better?eBusiness Master Class 12/02/2013 26
    27. 27. Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
    28. 28. Online Behaviour Person Motivations Reference a & device Landing SearcheBusiness Master Class 12/02/2013 28
    29. 29. Online Behaviour websites Social I want to buy a sites new tablet reviews friends brandseBusiness Master Class 12/02/2013 search 29
    30. 30. Social media Social Buying 82% use social media when buying 13% Buy via social mediaeBusiness Master Class 12/02/2013 30
    31. 31. Persona Development • “a summary of the characteristics, needs, motivations and environment of a key type of web site user“.eBusiness Master Class 12/02/2013 31
    32. 32. Persona DevelopmenteBusiness Master Class 12/02/2013 32
    33. 33. Online Behaviour – gs.statcounter.comeBusiness Master Class 12/02/2013 33
    34. 34. Online BehavioureBusiness Master Class 12/02/2013 34
    35. 35. Online BehavioureBusiness Master Class 12/02/2013 35
    36. 36. Exercise 2 – In your Groups – Exercise 2 in workbook • Persona types for B2B and B2C. – Age – Sex – Location – Language – Device • Scenario for B2B and B2C – Buy – Enquire – SubscribeeBusiness Master Class 12/02/2013 36
    37. 37. Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
    38. 38. Domains • TLD Domains – .com – .info – .biz • Cc TLD Domains – .fr – .es – .de • Internationalized – Non ASCII CharacterseBusiness Master Class 12/02/2013 38
    39. 39. DomainseBusiness Master Class 12/02/2013 39
    40. 40. Hosting • Where is your web site hosted – Google will be indexing local content. – Overseas hosting for ccTLD domains will provide good SERPS. – Just having language option on TLD will not give same results.eBusiness Master Class 12/02/2013 40
    41. 41. DesignseBusiness Master Class 12/02/2013 41
    42. 42. Search Engine Optimisation - SEO • Keyword research • Website localisation – Architecture – Imagery – Copy format • Internet routes to market • Social Media • Pay Per Click Advertising – PPC • Keyword tools – Google Keyword Tool – www.wordtracker.comeBusiness Master Class 12/02/2013 42
    43. 43. eBusiness Master Class 12/02/2013 43
    44. 44. Current Successful BRAND Search Terms Current Successful GENERIC PRODUCT Search Terms Current Successful SPECIFIC PRODUCT Search TermseBusiness Master Class 12/02/2013 44
    45. 45. SEO • Keyphrase placement – Page title – Description meta – Headings <H1> – Body Content – Text Links – ALT TagseBusiness Master Class 12/02/2013 45
    46. 46. PPC • Keyword research on target customers • Search volumes in target markets – business potential? • Skills – who is going to do the campaign – in house – external? • Costs & Budgets? • Skills & trainingeBusiness Master Class 12/02/2013 46
    47. 47. PPC Paid advertising on Search engineseBusiness Master Class 12/02/2013 47
    48. 48. PPCeBusiness Master Class 12/02/2013 48
    49. 49. Social • Research target audiences • Which social media is best – LinkedIn – Facebook – Twitter – Pinterest – Blogs – YouTube • Who can – is going to do this • Cost – benefit - ROIeBusiness Master Class 12/02/2013 49
    50. 50. Social StrategyeBusiness Master Class 12/02/2013 50
    51. 51. Video • Will a product video help sales or • Support products in anyway • Skills - Cost • ROIeBusiness Master Class 12/02/2013 51
    52. 52. eMail • Is this an appropriate route to market for your products/services • Customers email lists • In house or external development of template – imagery – copy? • How often is appropriate • Monitor effectiveness & ROIeBusiness Master Class 12/02/2013 52
    53. 53. Resources • www.netmarketshare.com/search-engine-market-share.aspx? qprid=4&clearaf=1 • www.nielsen.com/content/corporate/global/en.html • www.experian.com/hitwise/online-trends-search-engine.html • http://searchenginewatch.com/stats • www.searchenginecolossus.com • www.consumerbarometer.comeBusiness Master Class 12/02/2013 53
    54. 54. Exercise 3 – In your Groups – Exercise 3 in workbook • Keyword research • Domains • Social MediaeBusiness Master Class 12/02/2013 54
    55. 55. Creating an International Digital Strategy Marketing Persona People Design Technical Online Behaviour Hosts International Digital Domain Strategy Brand Product Regulations LegalCustomer Service Globalisation Competition Censorship eBusiness Master Class 12/02/2013
    56. 56. Regulations – Legal Issues • Data Protection Act • Distance Selling Regulations • Disability Discrimination Act • IPR/Licence Issue • Channel Conflict • Tax/VATeBusiness Master Class 12/02/2013 56
    57. 57. Exercise 4 – In your Groups – Exercise 4 in workbook • Distance Selling RegulationseBusiness Master Class 12/02/2013 57
    58. 58. Resources – UKTI Resources • www.ukti.gov.uk • Your International Trade Adviser!!!eBusiness Master Class 12/02/2013 58
    59. 59. QuestionseBusiness Master Class 12/02/2013 59

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