SDI Smart Exporter Programme Module 8 Slides

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Module 8 of the SDI Smart Exporter Programme delivered on the 20th October 2011 at the Menzies Hotel Glasgow

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SDI Smart Exporter Programme Module 8 Slides

  1. 1. :
  2. 2. Module 8 e-business@spects-of-international-tra.de20/10/2011
  3. 3. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 3
  4. 4. OBJECTIVES what’s the point? Source:20/10/2011 | page 4
  5. 5. OBJECTIVES the purpose of this session is……Source: 20/10/2011 | page 5
  6. 6. OBJECTIVES …..to understand how you can leverage existing e-business tools to help you sell more of your products and services internationally.Source: 20/10/2011 | page 6
  7. 7. OBJECTIVES …..to understand the future direction of the web to align our products & business model to harness these trends.Source: 20/10/2011 | page 7
  8. 8. OBJECTIVES …..to understand how we can use existing online tools to engage with and build loyal relationships with customers.Source: 20/10/2011 | page 8
  9. 9. OBJECTIVES …..to understand how you can leverage existing e-business tools to help you sell more of your products and services internationally. …..to understand the future direction of the web to align our products & business model to harness these trends. …..to quash some myths and jargon about …..to understand how we can use existing online tools to engage all of the above. with and build loyal relationships with customers.Source: 20/10/2011 | page 9
  10. 10. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 10
  11. 11. Low Cost / High Impact e-business Tools Myth #1 – e-business is selling through a websiteSource: 20/10/2011 | page 11
  12. 12. Low Cost / High Impact e-business Tools Wrong!Source: 20/10/2011 | page 12
  13. 13. Low Cost / High Impact e-business Tools e-business is the use of any IT hardware or software in support of any of your business activitiesSource: 20/10/2011 | page 13
  14. 14. Low Cost / High Impact e-business Tools Myth #2 – e-commerce is selling through a websiteSource: 20/10/2011 | page 14
  15. 15. Low Cost / High Impact e-business Tools Wrong!Source: 20/10/2011 | page 15
  16. 16. Low Cost / High Impact e-business Tools e-commerce is the use of any IT hardware or software in support of the exchange of your products and services with your customers.Source: 20/10/2011 | page 16
  17. 17. Low Cost / High Impact e-business Tools Myth #3 – a quality e-commerce solution for our business will involve a lot of expensive software development and investment in harware infrastructureSource: 20/10/2011 | page 17
  18. 18. Low Cost / High Impact e-business Tools Wrong!Source: 20/10/2011 | page 18
  19. 19. Low Cost / High Impact e-business Tools ....it can!Source: 20/10/2011 | page 19
  20. 20. Low Cost / High Impact e-business Tools ....but it doesn„t have to.Source: 20/10/2011 | page 20
  21. 21. Low Cost / High Impact e-business Tools splitting hairs?Source: 20/10/2011 | page 21
  22. 22. Low Cost / High Impact e-business Tools Wrong!Source: 20/10/2011 | page 22
  23. 23. Low Cost / High Impact e-business Tools ...because the most effective use of current and future e-business tools involves the utilisation of multi-tenancy architecture cloud computing applications enabling the leverage of a customer centric mulit-channel experience.Source: 20/10/2011 | page 23
  24. 24. Low Cost / High Impact e-business Tools eh?!Source: 20/10/2011 | page 24
  25. 25. Low Cost / High Impact e-business Tools .....you can use tools that are already out there! …to sell more stuff to more people for more money.Source: 20/10/2011 | page 25
  26. 26. Low Cost / High Impact e-business Tools There are existing tools out there that are...... • better • cheaper • more popular ....than anything you can create on your own.Source: 20/10/2011 | page 26
  27. 27. Low Cost / High Impact e-business Tools .......why reinvent the wheel?Source: 20/10/2011 | page 27
  28. 28. Low Cost / High Impact e-business Tools .......with a worse wheel?Source: 20/10/2011 | page 28
  29. 29. Jargon Buster Have you heard these buzzwords? Cloud Computing SaaS / SASSource: 20/10/2011 | page 29
  30. 30. Low Cost / High Impact e-business Tools ...what does cloud computing mean?Source: 20/10/2011 | page 30
  31. 31. Low Cost / High Impact e-business Tools some practical examples.....Source: 20/10/2011 | page 31
  32. 32. Low Cost / High Impact e-business Tools …for exampleSource: 20/10/2011 | page 32
  33. 33. Low Cost / High Impact e-business Tools These tools are not just websites. They are the new software. They are better than your website. Your customers are already using them. You can be using them tomorrow.Source: 20/10/2011 | page 33
  34. 34. Low Cost / High Impact e-business Tools ...some stats - eBay has a global customer base of 233 million (14 million in the U.K.) - eBay has a global presence in 33 markets including the UK and USA - eBay is the UK’s number one ecommerce website - 2011 saw a surge in £1M+ businesses on eBay which most put down to “ability to export”. Ref: eBay / The Press AssociationSource: 20/10/2011 | page 34
  35. 35. Low Cost / High Impact e-business Tools ...how could you ever create an e-commerce solution as effective as that?Source: 20/10/2011 | page 35
  36. 36. Low Cost / High Impact e-business Tools ...why would you want to when they let you use theirs?!Source: 20/10/2011 | page 36
  37. 37. Low Cost / High Impact e-business Tools ....Scottish exampleSource: 20/10/2011 | page 37
  38. 38. Low Cost / High Impact e-business Tools ...some stats - Over 750 Million active users. - 375 Million users who view at least once a day. - Fastest growing demographic are those over 35. - Facility to target marketing efforts to individual users. Ref: FacebookSource: 20/10/2011 | page 38
  39. 39. e-business and e-commerce defined ...they let us use this for free!Source: 20/10/2011 | page 39
  40. 40. e-business and e-commerce defined overnight internationalisation!Source: 20/10/2011 | page 40
  41. 41. Low Cost / High Impact e-business Tools ...some info • Created SaaS category. • Complete business management, CRM & Sales Performance management system. • No software installation or hardware required. • Entire system and updates are on-demand. • Individual users have the same platform (and therefore security and up- time) as big corporate and major banking institutions. • Ability to set up your international office (and change the language) at the touch of a button.Source: 20/10/2011 | page 41
  42. 42. Low Cost / High Impact e-business ToolsSource: Gartner 20/10/2011 | page 42
  43. 43. Low Cost / High Impact e-business ToolsSource:Gartner 20/10/2011 | page 43
  44. 44. Low Cost / High Impact e-business Tools exercise In your groups come up with at least 3 ideas for YOUR business to: • Utilise any of the demonstrated Cloud computing applications to help you in the internationalisation of your business.Source: 20/10/2011 | page 44
  45. 45. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 45
  46. 46. Jargon Buster – The Direction of The Web Have you heard these buzzwords? Web 2.0 / 3.0Source: 20/10/2011 | page 46
  47. 47. Jargon Buster – The Direction of The Web In the begining: Web 1.0 AND LISTENSource: 20/10/2011 | page 47
  48. 48. Jargon Buster – The Direction of The Web Web 2.0 We„re in a two-way conversation.Source: 20/10/2011 | page 48
  49. 49. Jargon Buster – The Direction of The Web ....user generated contentSource: 20/10/2011 | page 49
  50. 50. Jargon Buster – The Direction of The Web internet users are talking to each other.....Source: 20/10/2011 | page 50
  51. 51. Jargon Buster – The Direction of The Web ...about YOU!Source: 20/10/2011 | page 51
  52. 52. Jargon Buster – The Direction of The Web :-) ...what they„re saying might be good or bad :-(Source: 20/10/2011 | page 52
  53. 53. Jargon Buster – The Direction of The Web ...it could be right or wrongSource: 20/10/2011 | page 53
  54. 54. Jargon Buster – The Direction of The Web ....but they„re saying it!Source: 20/10/2011 | page 54
  55. 55. Jargon Buster – The Direction of The Web ....whether you like it or not!Source: 20/10/2011 | page 55
  56. 56. Jargon Buster – The Direction of The Web exerciseSource: 20/10/2011 | page 56
  57. 57. Jargon Buster – The Direction of The Web “a person like me“ is now the most credible spokesperson for companies 2006 Edelman Trust BarrometerSource: Edelman 20/10/2011 | page 57
  58. 58. Jargon Buster – The Direction of The Web “We have reached an important juncture, where the lack of trust in established institutions and figures of authority has motivated people to trust their peers as the best sources of information about a company.” Richard EdelmanSource: Edelman 20/10/2011 | page 58
  59. 59. Jargon Buster – The Direction of The Web ExampleSource: 20/10/2011 | page 59
  60. 60. Jargon Buster – The Direction of The Web the individual consumer has been given a megaphone to say whatever they like about your companySource: 20/10/2011 | page 60
  61. 61. Jargon Buster – The Direction of The Web you might think this is too much consumer powerSource: 20/10/2011 | page 61
  62. 62. Jargon Buster – The Direction of The Web Tough!Source: 20/10/2011 | page 62
  63. 63. Jargon Buster – The Direction of The Web It‘s here to stay!Source: 20/10/2011 | page 63
  64. 64. Jargon Buster – The Direction of The Web example the blogSource: 20/10/2011 | page 64
  65. 65. Jargon Buster – The Direction of The Web what they didSource: 20/10/2011 | page 65
  66. 66. Jargon Buster – The Direction of The WebSource: 20/10/2011 | page 66
  67. 67. Jargon Buster – The Direction of The WebSource: 20/10/2011 | page 67
  68. 68. Jargon Buster – The Direction of The WebSource: 20/10/2011 | page 68
  69. 69. Jargon Buster – The Direction of The Web exercise In your groups come up with at least 3 ideas for YOUR business to do one or more of the following: 1. Keep track of internet awareness and turn negatives into positives. 2. Use your current website to create TWO WAY dialogue with customers. 3. Use blogging to give your customers transparency & trust. 4. Incentivise people to go online and say positive things about you.Source: 20/10/2011 | page 69
  70. 70. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 70
  71. 71. Jargon Buster – The Direction of The Web Have you heard these buzzwords? Social Media Social NetworkingSource: 20/10/2011 | page 71
  72. 72. Leveraging Web 2.0 and Social Media to Spread the WordSource: Universal McCann | Wave 3 Report on Social Media 20/10/2011 | page 72
  73. 73. Leveraging Web 2.0 and Social Media to Spread the Word THIS IS NOT A KIDS THING!Source: 20/10/2011 | page 74
  74. 74. Leveraging Web 2.0 and Social Media to Spread the Word over HALF are 26 – 65?! Ref: Social Media Today Source: insidefacebook.com20/10/2011 | page 75
  75. 75. Leveraging Web 2.0 and Social Media to Spread the Word THIS IS AN A NOT ADULT THING! KIDS THING!Source: 20/10/2011 | page 76
  76. 76. Leveraging Web 2.0 and Social Media to Spread the Word THIS IS AN YOUR CUSTOMER’S ADULT THING!Source: THING! 20/10/2011 | page 77
  77. 77. Leveraging Web 2.0 and Social Media to Spread the Word “Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world.” Forrester ResearchSource: 20/10/2011 | page 78
  78. 78. Leveraging Web 2.0 and Social Media to Spread the Word examplesSource: 20/10/2011 | page 79
  79. 79. Leveraging Web 2.0 and Social Media to Spread the Word Live Demo Using……… Source:20/10/2011 | page 80
  80. 80. Leveraging Web 2.0 and Social Media to Spread the Word Live Demo Using……… Source:20/10/2011 | page 81
  81. 81. Leveraging Web 2.0 and Social Media to Spread the Word exercise In your groups come up with at least 3 ideas for YOUR business to: • Have your staff actively interacting with customers through social networking sites (eg. Facebook, LinkedIn, Youtube) Remember the offering needs to be a two way street! Listen!Source: 20/10/2011 | page 82
  82. 82. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 83
  83. 83. Long Tail Economics …what is the long tail?Source: 20/10/2011 | page 84
  84. 84. Long Tail Economics …selling less of more!Source: 20/10/2011 | page 85
  85. 85. Long Tail Economics it’s the new market of the ultra-nicheSource: 20/10/2011 | page 86
  86. 86. Long Tail EconomicsSource:Longtail.typepad.com 20/10/2011 | page 87
  87. 87. Long Tail Economics NET: there’s more money to be made in the tail than there is in the headSource: 20/10/2011 | page 88
  88. 88. Long Tail EconomicsSource:Longtail.typepad.com 20/10/2011 | page 89
  89. 89. Long Tail Economics “We sold more books today that didnt sell at all yesterday than we sold today of all the books that did sell yesterday.” Amazon EmployeeSource:Longtail.typepad.com 20/10/2011 | page 90
  90. 90. Long Tail Economics ….so what? we’re not all retailers!Source:Longtail.typepad.com 20/10/2011 | page 91
  91. 91. Long Tail Economics some examples of what this could mean for us…..Source:Longtail.typepad.com 20/10/2011 | page 92
  92. 92. Long Tail Economics Long Tail Example #1 The Scottish manufacturer who stops trying to ship physical products, but instead manufactures bespoke physical prototypes and uses the Innovation Marketplace to sell the designs and IP through to a huge number of manufacturers in other countries.Source: 20/10/2011 | page 93
  93. 93. Long Tail Economics Long Tail Example #2 The Scottish hotelier who facilitates a free online Scottish genealogy service to Scottish descendants all over the world, selling a package to come and visit Scotland to those who show interest.Source: 20/10/2011 | page 94
  94. 94. Long Tail Economics Long Tail Example #3 The Scottish knitwear company that releases a small Facebook application enabling Facebook users to create and send a customised jumper to their friends, with an option to buy it in real life.Source: 20/10/2011 | page 95
  95. 95. Long Tail Economics exercise In your groups come up with at least 3 ideas for YOUR business to either: 1. Turn your existing products into intangible products. 2. Make new products which are intangible that you can sell. 3. Provide a useful, free product/service to web users which you can use to sell-on your core products/services.Source: 20/10/2011 | page 96
  96. 96. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 97
  97. 97. Marketing on The Web ….ideas for marketing on the web • PPC targeted marketing • viral • direct emailSource: 20/10/2011 | page 98
  98. 98. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 Leveraging Web 2.0 & Social Media to Spread The Word 5 Economics of the Long Tail 6 Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 99
  99. 99. Pitfalls when using social media....remember to listenSource: 20/10/2011 | page 100
  100. 100. Pitfalls don‘t let your concentration slipSource: 20/10/2011 | page 101
  101. 101. Pitfalls don‘t blend inSource: 20/10/2011 | page 102
  102. 102. Pitfalls in the „real“ world ...if you‘re not meaningfully unique, you‘d better be cheapSource: 20/10/2011 | page 103
  103. 103. Pitfalls on the web ...if you‘re not meaningfully unique, no-one will notice youSource: 20/10/2011 | page 104
  104. 104. AGENDA 1 Introduction & Objectives 2 Low Cost / High Impact e-business Tools 3 Jargon Buster – The Direction of The Web 4 5 6 Questions? Leveraging Web 2.0 & Social Media to Spread The Word Economics of the Long Tail Marketing on the Web 7 Some Pitfalls & Things to Avoid20/10/2011 | page 105
  105. 105. www.slideshare.net/matrixukSource: 20/10/2011 | page 106
  106. 106. thank you www.slideshare.net/matrixukSource: 20/10/2011 | page 107

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