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

1. Social Media for Sustained Export Growth Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com October, 2011

2. Background 30 years International Management Development Experience – mainly Export Marketing and International Business Since 1995 – focus on e-Marketing Passionate about the potential of social media for SME internationalisation

4. ‘Hub’ sites – knowledge based and e-marketplaces (for selling)

5. Making the right connections/ building a quality online network

7. www.energise2-0.com More detail on our blog - ‘Topic Index’ – ‘Internationalisation’

8. The Social Media Revolution

9. How Big Is It?

10. Social Media Monitoring Tools and SME Exporting

11. SMM and SME Exporting Lack of foreign market knowledge and limited resources for export market research/country screening are two of the main barriers to SME internationalisation Used effectively, Social Media Monitoring tools can help to overcome these barriers Online conversations are already taking place relevant to your business, your brand, your industry. Are you ‘listening’?

12. Are You Listening? NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are We have two eyes, two ears and one MOUSE for a reason

13. Monitoring the Conversations Use Social Media Monitoring Tools to develop ‘actionable insights’ from the online conversations taking place relevant to your brand – also for measuring ‘online brand buzz’ No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar

14. Social Media Monitoring

15. You can develop a customised Social Media Monitoring System to meet your own needs

16. Quick Example Where are the Conversations taking place about ‘Organic Foods’?

17. 4,000+ Mentions per Month

18. Should You Be Involved?

19. Useful?

20. Use of Export ‘Hub’ Sites

21. Export ‘Hub’ Sites Participation in export support sites, e-marketplaces etc can help to develop a more global ‘mindset’, generate greater awareness, enthusiasm, confidence and sales Can help to speed up the internationalisation process leading to quicker ROI

22. Export ‘Hub’ Sites Very large number of sites...... General export support Online Markets Industry specific

23. General Export Support Sites

24. UKTI - Britain Open for Business

25. General Export Support Sites

26. General Export Support Sites

27. General Export Support Sites

28. globalEDGE

29. Online Markets

30. Good Article

31. General Marketplaces

32. General Marketplaces

33. General Marketplaces

34. Industry Specific Communities

35. BioSpace

36. Food

37. Drink

38. Fashion

39. Make the “Right” Connections

40. Building a Quality International Customer Base/ A Quality Network Quick Example from Linkedin

41. The Company A new business start-up Supplier of hi-tech solutions to the neurotechnology and optogenetic sectors Project Task Identify most attractive potential international customers and a communications plan for engagement Who, Where, How?

42. Quality Customer Growth Programme Start with a ‘Customer Mapping Exercise Identified 3 main customer groups Individuals in neuroscience Neuroscience/optogenetic institutes, firms and clusters Individuals in optogenetics Used Linkedin for building a customer database..... Then position on the Customer Value Matrix Communications strategy emerged from this.......

43. Linkedin Research 39,666 neuroscience profiles on Linkedin 100 neuroscience institutes, firms, clusters 246 neurotechnology companies 22 individuals in optogenetics Further filtered to identify the Top 50 ‘best sales prospects’

44. 39,666 Neuroscience People

45. 246 Neuroscience Companies

46. 22 Optogenetics People

47. Society of Neuroscience 2,889 Members

48. Practical Advice and Next Steps to Avoid the Road to Nowhere

49. Next Steps 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 Set up a Social Media Monitoring/Listening System to develop ‘actionable insights’ Search, join, lurk, participate in ‘external’ ‘hubs’, forums, groups etc

51. Thank You Discussion/Questions www.energise2-0.com