Our presentation to be delivered at the Scottish Business Exhibition/Export Week Scotland on the 14th and 15th of November. Please see our blog for booking details - www.energise2-0.com The presentation asks whether we need a new approach to Export Support Policy in an increasingly 'connected world' and presents 10 key action points for effective use of digital and social media to support SME internationalisation.
3. 1986
Public policy question: How do we
encourage more of our SMEs to
become global in orientation and
strategy?
Numerous research studies identifying
the main barriers or obstacles
preventing SMEs from expanding abroad
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5. 2013
Almost 30 years later we are still
asking the same question, still
doing the same research
We even have research papers
researching the research
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6. 2013 Questions
Is it time for a radical rethink
of our approach to SME
internationalisation?
Do we need Export Support
Policies and SME Export
Strategies ‘fit for purpose’
in a Connected World?
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12. Connected Employees
• Fifty per cent of the world’s population is under 30 years
old
• Digital natives and digital immigrants = majority of the
workforce
• Impact on the world of work?
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14. Digital and Internationalisation
Used effectively, Digital Technology
and Social Media can help to
overcome many of the
‘traditional’ barriers to
internationalisation facing SMEs
But only 10% of Scottish companies
have a clear Digital Strategy to support
internationalisation (The State of Digital
Scotland Survey, 2012)
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15. New Evidence
‘Scottish Export Survey, 2013’
• Only 7% of surveyed companies claimed to have a welldefined digital/social media strategy to support
internationalisation
• However, 58% were ‘actively learning more about social
media’ or ‘beginning to develop a digital/social media
supported export strategy’
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16. Recent Developments
Evidence of some recent
developments in this area
but based on a ‘build it
and they will come approach’
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20. 2. Shut Up and Listen
Set up a Social Media
Listening System
Develop your export
knowledge and keep an ear
to the ground for
export opportunities
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21. Social Media Listening System
• 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’?
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25. 3. First Impressions Count
What does your current web site/social media presence say
about your company your brand to potential international
customers? Are you happy with your digital footprint?
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34. Build Your Social Media Presence
In a digital era, success in international markets will depend on:
• The quality of your online network
• Relationship strength
• Ability to leverage that relationship
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35. 5. Build Relationships
Relationships and network marketing have always been
critical to export success
Social media is relationship marketing on steroids
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45. 9. Internal Social Business
Use social technologies internally to improve internal
efficiency, reduce costs, build an innovative customer led
company
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48. Are You Export Ready?
Internal use of social technologies can make you…..
And improve
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49. 10. Measure Performance
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• Business Impact
A wide range of performance
measurement tools and apps are available
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50. Conclusion
• Are we in danger of becoming a dinosaur nation in
terms of global markets?
• Digital Darwinism
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56. Export Planning Pays
• Agree Vision, Strategy, Objectives, KPIs and Targets
• Plan the Work and Work the Plan
• Be ‘Customer Led’
– Who are my customers?
– Where do they hang out online?
– How can I best engage with them?
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