Social Media for Sustained Export Growth


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Slides for our presentation at the SCDI/FSB National Business Conference, Murrayfield stadium, 1st October, 2011

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Social Media for Sustained Export Growth

  1. 1. Social Media for Sustained Export Growth<br />Dr. Jim Hamill Alan Stevenson<br />Vincent Hamill<br /><br />October, 2011<br />
  2. 2. Background<br />30 years International Management <br />Development Experience – mainly <br />Export Marketing and International Business<br />Since 1995 – focus on e-Marketing<br />Passionate about the <br />potential of social media <br />for SME internationalisation <br />
  3. 3. A 10 Minute Agenda<br />Used effectively, Social Media can help <br />to overcome many of the ‘traditional’ <br />barriers to SME internationalisation<br />Focus on 4 main areas:<br /><ul><li>‘Listening’ – Social Media and International Market Research, Knowledge, Insight
  4. 4. ‘Hub’ sites – knowledge based and e-marketplaces (for selling)
  5. 5. Making the right connections/ building a quality online network
  6. 6. Practical advice – ‘next steps’</li></li></ul><li>Important Policy <br />Implications<br />
  7. 7.<br />More detail on our blog - ‘Topic Index’ – ‘Internationalisation’<br />
  8. 8. The Social Media <br />Revolution<br />
  9. 9. How Big Is It?<br />
  10. 10. Social Media Monitoring Tools <br />and SME Exporting<br />
  11. 11. SMM and SME Exporting<br />Lack of foreign market knowledge and limited resources for export market research/country screening are two of the main barriers to SME internationalisation<br />Used effectively, Social Media Monitoring tools can help to overcome these barriers<br />Online conversations are already taking place relevant to your business, your brand, your industry. Are you ‘listening’?<br />
  12. 12. Are You Listening?<br />NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe <br />This is something we are not very good at doing. We prefer telling people how good we are<br />We have two eyes, two ears and one MOUSE for a reason<br />
  13. 13. Monitoring the Conversations<br />Use Social Media Monitoring Tools to <br />develop ‘actionable insights’ from the <br />online conversations taking place relevant <br />to your brand – also for measuring <br />‘online brand buzz’<br />No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat<br />More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar<br />
  14. 14. Social Media Monitoring <br />
  15. 15. You can develop a customised Social Media Monitoring System to meet your own needs<br />
  16. 16. Quick Example<br />Where are the Conversations taking place about ‘Organic Foods’?<br />
  17. 17. 4,000+ Mentions per Month<br />
  18. 18. Should You Be Involved?<br />
  19. 19. Useful?<br />
  20. 20. Use of Export ‘Hub’ Sites<br />
  21. 21. Export ‘Hub’ Sites<br />Participation in export support sites, e-marketplaces etc can help to develop a more global ‘mindset’, generate greater awareness, enthusiasm, confidence and sales<br />Can help to speed up the internationalisation process leading to quicker ROI<br />
  22. 22. Export ‘Hub’ Sites<br />Very large number of sites......<br />General export support<br />Online Markets<br />Industry specific<br />
  23. 23. General Export Support Sites<br />
  24. 24. UKTI - Britain Open for Business<br />
  25. 25. General Export Support Sites<br />
  26. 26. General Export Support Sites<br />
  27. 27. General Export Support Sites<br />
  28. 28. globalEDGE<br />
  29. 29. Online <br />Markets<br />
  30. 30. Good Article<br />
  31. 31. General Marketplaces<br />
  32. 32. General Marketplaces<br />
  33. 33. General Marketplaces<br />
  34. 34. Industry <br />Specific Communities<br />
  35. 35. BioSpace<br />
  36. 36. Food<br />
  37. 37. Drink<br />
  38. 38. Fashion<br />
  39. 39. Make the “Right” Connections<br />
  40. 40. Building a Quality International Customer Base/ A Quality Network <br />Quick Example from Linkedin<br />
  41. 41. The Company<br />A new business start-up<br />Supplier of hi-tech solutions to the neurotechnology and optogenetic sectors<br />Project Task<br />Identify most attractive potential international customers and a communications plan for engagement<br />Who, Where, How?<br />
  42. 42. Quality Customer Growth Programme<br />Start with a ‘Customer Mapping Exercise<br />Identified 3 main customer groups<br />Individuals in neuroscience<br />Neuroscience/optogenetic institutes, firms and clusters<br />Individuals in optogenetics<br />Used Linkedin for building a customer database.....<br />Then position on the Customer Value Matrix<br />Communications strategy emerged from this.......<br />
  43. 43. Linkedin Research<br />39,666 neuroscience profiles on Linkedin<br />100 neuroscience institutes, firms, clusters<br />246 neurotechnology companies<br />22 individuals in optogenetics<br />Further filtered to identify the Top 50 ‘best sales prospects’<br />
  44. 44. 39,666 Neuroscience People<br />
  45. 45. 246 Neuroscience Companies<br />
  46. 46. 22 Optogenetics People<br />
  47. 47. Society of Neuroscience 2,889 Members<br />
  48. 48. Practical Advice<br />and Next Steps to <br />Avoid the Road to <br />Nowhere<br />
  49. 49. Next Steps<br />Web 1.0: Audit your web site and web site marketing to ensure that they are fully aligned with and supportive of agreed business/export goals/objectives <br />Set up a Social Media Monitoring/Listening System to develop ‘actionable insights’<br />Search, join, lurk, participate in ‘external’ ‘hubs’, forums, groups etc<br />
  50. 50. Next Steps<br />Develop your own social media channels:<br />Blog – for ‘telling the story’ and helps with SEO<br />Twitter<br />Linkedin<br />Youtube where appropriate<br />etc<br />Make sure that you have agreed Objectives, KPIs, Targets etc and a procedure in place for monitoring social media performance, business impact and ROI<br /><ul><li>Social Media Planning Pays</li></li></ul><li>Policy Implications<br />There is a very important public policy dimension to our thinking in this area<br />Given the importance of SME internationalisation to future economic growth, there is a clear need for a ‘Social Media Supported SME Export Programme’ to complement more ‘traditional’ support measures in this area<br />But then again, I would say that wouldn’t I <br />
  51. 51. Thank You<br />Discussion/Questions<br /><br />