ukti ebusiness masterclass
DESCRIPTION
slides from the UKTI eBusiness MasterclassTRANSCRIPT
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eBusiness Master Class 12/02/2013 2
Ebusiness Master Class12th February 2013John ChacksfieldSharpmonkeys
eBusiness Master Class 12/02/2013 3
About Sharpmonkeys
• Director of Digital Agency
– Online Market Research & Strategy
– User Experience
– Social Media
– E commerce – PPC and SEO
• UKTI P2E Mentor
• Design Demand Consultant
UKTIP2E Mentor
“Digital marketing strategy, training and delivery”
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About You?
• Your turn for a 30 second introduction
– Your name?
– Your Company?
– What you do?
• Your Export Markets
• Your Experience with Digital.
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Digital Trends and Whats Driving Change
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70
50
30
20
10
45-66
Baby Boomers’46-’66
66-45
45-33
Gen X’66-’76
33-16
Gen Y’77-’94
15-0
Gen Z’95-’2012
Age
in 2
010
Natives
Immigrants
Whats Driving Change
Courtesy of wearesocial 2012 6
eBusiness Master Class 12/02/2013
Whats Driving Change
7Courtesy of wearesocial 2012
eBusiness Master Class 12/02/2013
Whats Driving Change
8Courtesy of wearesocial 2012
eBusiness Master Class 12/02/2013
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.
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eBusiness Master Class 12/02/2013 10
International Strategy Different Approaches
"Those at the top of today's 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."
Technological Changes – Past – Present & Future
Type your title and date here 00/00/0000 11
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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
Creating an International Digital Strategy
Design
International Digital Strategy
Technical
Product
People
Regulations
Domain
Marketing
Hosts
Competition
Globalisation
Customer Service
Brand
Persona
Online Behaviour
Legal
Censorship
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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?
• Feedback
eBusiness Master Class 12/02/2013
Creating an International Digital Strategy
Design
International Digital Strategy
Technical
Product
People
Regulations
Domain
Marketing
Hosts
Competition
Globalisation
Customer Service
Brand
Persona
Online Behaviour
Legal
Censorship
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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
– Costs
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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 / Images
Brand
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Brand
eBusiness Master Class 12/02/2013
Brand
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Brand
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Globalisation
• Your Product Changed for International Markets ?
– Function
– Design
– Culture?
– Name?
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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
Competition
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PESTEL Analysis
Political– Legislation– Taxation– Foreign trade regs.– Employment law– Government stability
Sociocultural– Demographics– Income distribution– Lifestyle changes– Consumerism– Levels of education
Economic– Business cycles– GNP trends– Money supply– Inflation– Unemployment
Technology– New discoveries– Rates of obsolescence– Speed of tech. transfer
Environmental– Social pressure– Legal influences
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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
Creating an International Digital Strategy
Design
International Digital Strategy
Technical
Product
People
Regulations
Domain
Marketing
Hosts
Competition
Globalisation
Customer Service
Brand
Persona
Online Behaviour
Legal
Censorship
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Online Behaviour
Persona
Motivations
Reference & device
Search Landing
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Online Behaviour
I want to buy a new tablet
websites
Social sites
reviews
friends
search
brands
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13% Buy via social media
82% use social media when buying
Social media
Social Buying
eBusiness Master Class 12/02/2013
Persona Development
•“a summary of the characteristics, needs, motivations and environment of a key type of web site user“.
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Persona Development
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Online Behaviour – gs.statcounter.com
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Online Behaviour
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Online Behaviour
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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
– Subscribe
eBusiness Master Class 12/02/2013
Creating an International Digital Strategy
Design
International Digital Strategy
Technical
Product
People
Regulations
Domain
Marketing
Hosts
Competition
Globalisation
Customer Service
Brand
Persona
Online Behaviour
Legal
Censorship
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Domains
• TLD Domains
– .com
– .info
– .biz
• Cc TLD Domains
– .fr
– .es
– .de
• Internationalized
– Non ASCII Characters
eBusiness Master Class 12/02/2013
Domains
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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.
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Designs
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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.com
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CurrentSuccessfulSPECIFI C PRODUCT
Search Terms
CurrentSuccessfulSPECIFI C PRODUCT
Search Terms
CurrentSuccessfulGENERI C PRODUCT
Search Terms
CurrentSuccessfulGENERI C PRODUCT
Search Terms
CurrentSuccessful
BRANDSearch Terms
CurrentSuccessful
BRANDSearch Terms
eBusiness Master Class 12/02/2013
SEO
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• Keyphrase placement
– Page title
– Description meta
– Headings <H1>
– Body Content
– Text Links
– ALT Tags
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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 & training
eBusiness Master Class 12/02/2013
PPC
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Paid advertising onSearch engines
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PPC
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Social
• Research target audiences
• Which social media is best
– Blogs
– YouTube
• Who can – is going to do this
• Cost – benefit - ROI49eBusiness Master Class 12/02/2013
Social Strategy
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Video
• Will a product video help sales or
• Support products in anyway
• Skills - Cost
• ROI
eBusiness Master Class 12/02/2013
• 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 & ROI
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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.com
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Exercise 3
– In your Groups – Exercise 3 in workbook
• Keyword research
• Domains
• Social Media
eBusiness Master Class 12/02/2013
Creating an International Digital Strategy
Design
International Digital Strategy
Technical
Product
People
Regulations
Domain
Marketing
Hosts
Competition
Globalisation
Customer Service
Brand
Persona
Online Behaviour
Legal
Censorship
eBusiness Master Class 12/02/2013
Regulations
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– Legal Issues
• Data Protection Act
• Distance Selling Regulations
• Disability Discrimination Act
• IPR/Licence Issue
• Channel Conflict
• Tax/VAT
eBusiness Master Class 12/02/2013
Exercise 4
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– In your Groups – Exercise 4 in workbook
• Distance Selling Regulations
eBusiness Master Class 12/02/2013
Resources
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– UKTI Resources
• www.ukti.gov.uk
• Your International Trade Adviser!!!
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Questions
eBusiness Master Class 12/02/2013