slides from the UKTI eBusiness Masterclass

1. 1

2. Ebusiness Master Class
12th February 2013
John Chacksfield
Sharpmonkeys
eBusiness Master Class 12/02/2013 2

3. About Sharpmonkeys
• Director of Digital Agency
– Online Market Research &
Strategy
– User Experience
– Social Media
– E commerce – PPC and SEO UKTI
P2E Mentor
• UKTI P2E Mentor “Digital
marketing
• Design Demand Consultant strategy, training
and delivery”
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4. 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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5. Digital Trends and Whats Driving Change
70 Immigrants
Age in 2010
50 66-45
45-66
30 45-33
Natives
33-16
20
10 15-0
Baby Gen X Gen Y Gen Z
Boomers ’66-’76 ’77-’94 ’95-’2012
’46-’66 5
5

6. Whats Driving Change
Courtesy of wearesocial 2012 6
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7. Whats Driving Change
Courtesy of wearesocial 2012 7
eBusiness Master Class 12/02/2013

8. Whats Driving Change
Courtesy of wearesocial 2012 8
eBusiness Master Class 12/02/2013

9. 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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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."
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11. Technological Changes – Past – Present & Future
Type your title and date here 00/00/0000 11

12. International Strategy Different Approaches
• Localisation
– Localise content for each market.
• Standardisation
– Same offer for each market.
• Adaption
– Adapt product for each market.
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13. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
eBusiness Master Class 12/02/2013

14. 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
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15. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
eBusiness Master Class 12/02/2013

16. 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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17. 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
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18. Brand
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19. Brand
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20. Brand
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21. Brand
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22. Globalisation
• Your Product Changed for International Markets ?
– Function
– Design
– Culture?
– Name?
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23. Competition
• Competition Review Online
– Web
– SEO
– Advertising
– Social
– Contacts
– What added value can the digital channel provide?
– Differentiators.
– Channel choice not found anywhere else?
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24. Competition
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25. PESTEL Analysis
Political Sociocultural
– Legislation – Demographics
– Taxation – Income distribution
– Foreign trade regs. – Lifestyle changes
– Employment law – Consumerism
– Government stability – Levels of education
Economic Technology
– Business cycles – New discoveries
– GNP trends – Rates of obsolescence
– Money supply – Speed of tech. transfer
– Inflation
– Unemployment
Environmental
– Social pressure
– Legal influences
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26. 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?
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27. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
eBusiness Master Class 12/02/2013

28. Online Behaviour
Person Motivations
Reference
a & device
Landing Search
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29. Online Behaviour
websites
Social
I want to buy a sites
new tablet
reviews
friends
brands
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30. Social media
Social Buying
82%
use social
media when
buying 13%
Buy via social
media
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31. Persona Development
• “a summary of the characteristics,
needs, motivations and
environment of a key type of web
site user“.
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32. Persona Development
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33. Online Behaviour – gs.statcounter.com
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34. Online Behaviour
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35. Online Behaviour
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36. 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
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37. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
eBusiness Master Class 12/02/2013

38. Domains
• TLD Domains
– .com
– .info
– .biz
• Cc TLD Domains
– .fr
– .es
– .de
• Internationalized
– Non ASCII Characters
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39. Domains
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40. 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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41. Designs
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42. 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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43. eBusiness Master Class 12/02/2013 43

44. Current
Successful
BRAND
Search Terms
Current
Successful
GENERIC
PRODUCT
Search Terms
Current
Successful
SPECIFIC
PRODUCT
Search Terms
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45. SEO
• Keyphrase placement
– Page title
– Description meta
– Headings <H1>
– Body Content
– Text Links
– ALT Tags
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46. 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
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47. PPC
Paid advertising on
Search engines
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48. PPC
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49. Social
• Research target audiences
• Which social media is best
– LinkedIn
– Facebook
– Twitter
– Pinterest
– Blogs
– YouTube
• Who can – is going to do this
• Cost – benefit - ROI
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50. Social Strategy
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51. Video
• Will a product video help sales or
• Support products in anyway
• Skills - Cost
• ROI
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52. eMail
• 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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53. 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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54. Exercise 3
– In your Groups – Exercise 3 in workbook
• Keyword research
• Domains
• Social Media
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55. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
eBusiness Master Class 12/02/2013

56. Regulations
– Legal Issues
• Data Protection Act
• Distance Selling Regulations
• Disability Discrimination Act
• IPR/Licence Issue
• Channel Conflict
• Tax/VAT
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57. Exercise 4
– In your Groups – Exercise 4 in workbook
• Distance Selling Regulations
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58. Resources
– UKTI Resources
• www.ukti.gov.uk
• Your International Trade Adviser!!!
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59. Questions
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