Earlier this week I was invited to speak at a UK Trade & Investment (UKTI) ‘Export Challenge’ event. The session was all about inspiring and supporting small businesses to encourage exports and spread into new markets, and it was great to share some thoughts and ideas about how social media could help drive this process. If it sparks any comments or questions, I’d be glad to hear them! Stuart Jackson, Chief Executive, ICE – stuart.jackson@icecreates.com / +44 (0)151 647 4700

1. Social Media and
Exporting in 2012

2. http://www.youtube.com/watch?
v=Y4MnpzG5Sqc

4. NEARLY AS WELL
AS IT COULD!

5. THERE ARE NOW ALMOST AS MANY
SOCIAL MEDIA ‘EXPERTS’
AS THERE ARE PEOPLE USING SOCIAL MEDIA

6. But how does someone go
from a great Business
in Wirral…

7. TO
SOCIAL
MEDIA
PRO?

8. CLUE
FRANKLY, WE DON’T HAVE A
AND HERE’S WHY:

9. IN ONE KEY
ASPECT,
SOCIAL MEDIA
MARKETING
MIRRORS
EVERY
EFFORT TO
GROW YOUR
BUSINESS
THAT CAME
BEFORE IT:

10. IT’S STILL
MARKETING

11. WHICH MEANS
MARKETING PROS
WILL PRODUCE
THE BEST RESULTS

12. FIRST THINGS FIRST
What does your
business strategy
say?

13. Is your
brand
ready?

15. WHAT IS SOCIAL MEDIA?
• Social media is made up of three key components:
– Technology
– Social Interaction
– Construction of words, pictures, videos and audio
• Communication (blogs, microblogs - twitter, etc.)
• Collaboration (wikis, social bookmarking -delicious, etc.)
• Multimedia (photos -flickr, videos -youtube, etc.)
What we are seeing today is that these channels
are merging.

16. WHAT THIS IS NOT
ABOUT…
IS JUST MORE FACEBOOK LIKES AND
FOLLOWERS ON TWITTER & YOUTUBE

17. OUR NOT-SO-SECRET SECRETS
• Build the list
• Engage, don’t just publish
• Arm your users with tools
• Create offline actions and events
• Syndicate energy everywhere

18. 1 Three Key Questions
Before You SEND
• Why am I on this list?
• What do you want
from me right now?
• What comes next?

19. BUILDING RELATIONSHIPS 101
• Communicate your message from the beginning
• Plan a narrative in advance
• Segment by interest/behaviour
• Listen, don’t just talk.
• Invite people to take action.

20. 2 ENGAGE, DON’T
JUST PUBLISH
B e rtrum
Th u m c a t –
6 0 , 0 0 0 p lu s
lik e in 6 m o n t h s
http://www.youtube.com/wa
tch?v=h6CcxJQq1x8

21. GOOD ENGAGEMENT!
• One link
• Goal-oriented
prioritisation
• Tells story of Tate, past
and present
• Introduces curator
• 100% action

22. THE LANGUAGE OF ENGAGEMENT
IM P R O V E D
O V E R A L L S IT E
C O N V E R S IO N
B Y 2 9 %

23. 3 ARM YOUR USERS
WITH TOOLS
• Advocacy Options
• Blogs
• Quizzes & questions Polls
• Personal Profiles
• Tell-A-Friend
• Etc.
Offer tools with a purpose; don’t complicate

24. 4
Its doesn’t have to
CREATE OFFLINE
ACTIONS & EVENTS
be y o u doing this!
O v e r 15 0 0
ba rns
p a in t e d !

25. STARBUCKS MAKE IT
PERSONAL!
http://starbucks.co.uk/?
utm_source=spring&utm_medium=email&utm_content=video_link&utm_c
ampaign=spring1

27. 5 SYNDICATE ENERGY
EVERYWHERE
• Use your communications and actions to fuel pass-
on actions in other networks
• Maintain data; drive people to your site to register
and then enlist them as ambassadors
• Ensure that your content is bite-sized, sharable,
searchable and interesting.

28. SO WHAT DO
PEOPLE THINK?
• “Social media is not a media. The key is to listen, engage, and build
relationships.”
David Alston, VP Marketing at Radian6
• “Human beings are far more likely to communicate ideas and information
with others when they are emotionally engaged.” DoshDosh blog
• “People don’t believe what you tell them. They rarely believe what you show
them. They often believe what their friends tell them. They always believe
what they tell themselves.”
Seth Godin, Seth’s Blog
• “Those who ignore the party/conversation/network when they are content
and decide to drop in when they need the network may not succeed. It’s

29. Tipping point Social Media
•Law of the Few
•The Stickiness Factor
•The Power of Context

30. HERE’S ONE MORE
TRUTH
ABOUT SOCIAL MEDIA TODAY

31. IT’S SATURATED WITH A
ZILLION
DIFFERENT KINDS OF MARKETING

32. Oh YEs!
O n e more Thing!

33. HOW DO
YOU
PLAN TO BREAK THROUGH
ALL THAT CLUTTER?

34. YOUR
TACTICS
ARE ONLY AS GOOD AS YOUR
STRATEGY

35. HOW GOOD IS
YOURS?

36. INTEGRATING
SOCIAL
EFFORTS
WITH ALL YOUR OTHER
MARKETING

37. ARE YOU CREATING
‘BIG IDEA’ VIDEOS
FOR SOCIAL, WEB & MOBILE?

38. http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=youtu.be

39. Ladie Go' Diva - Bad Nashers
http://www.youtube.com/watc
h?v=VPM84Sb9GiE

41. INVISIBLE
When Mercedes wanted
to promote its new fuel
cell vehicle, instead of
placing it squarely in front
of everyone in the world,
the company decided to
make the car invisible.
We have video.
http://www.youtube.com/watch?
feature=player_embedded&v=ZIGzpi9lCck

42. ARE YOU USING T H E L A T E S T T O O L S T O
F I N D K E Y I N F L U E N C E R S , AND CREATING
CONTENT SPECIFCALLY FOR THEM?

43. ARE YOU CONSTANTLY MEASURING &
ADJUSTING, WHILE ALSO EVALUATING
THE COMPETITION

45. MOST
IM P O R T A N T L Y

46. DO YOU HAVE TOTAL RIGHT BRAIN
CREATIVE TYPES
BRAINSTORMING YOUR BEST IDEAS?

47. The Right Brain vs Left Brain
test - Optical Illusion
http://www.youtube.com/watch?v=9CEr2GfGilw

48. IF YOU’RE DOING ALL THESE THINGS,
CONGRATULATIONS! YOU
DON’T NEED US.

49. IF NOT HERE’S HOW TO FIND US:
WWW.ICECREATES.COM
0151 647 4700

50. T H A N K YO U
F O R L IS T E N IN G !

51. Appendix 2 - Glossary (1)
• A g g r e g a t i o n : Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix
the information from multiple web sites, for example by republishing all the news related to a particular keyword.
• B l o g : Originally short for "weblog", a blog is just a web page that contains entries in reverse chronological order,
with the most recent entry on top. But blogging has taken off because the explosion in blogging software and services
-- like Blogger, TypePad and WordPress -- has turned blogging into one of the easiest ways for people to maintain a
constantly updated web presence. In addition to the classic text blog, we now have photo blogs (consisting of
uploaded photos), audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly uploaded video files).
• B l o g r o l l : A list of recommended sites that appears in the sidebar of a blog. These sites are typically sites that are
either on similar topics, sites that the blogger reads regularly, or sites that belong to the blogger's friends or
colleagues. The term "blogroll" also evokes the concept of political logrolling (when legislators promise to vote for one
another's pet bills) -- which is not unlike bloggers' habit of reciprocating links by posting links to blogs that link back to
their own blogs.

52. Appendix 2 - Glossary (2)
• M a s h u p : A web service or software tool that combines two or more tools to create a whole new service. A leading
American example is ChicagoCrime, which merges Google Maps with the Chicago police department's crime tracking
web site to offer a map of crime in different parts of Chicago.
• N e w s r e a d e r : A newsreader gathers the news from multiple blogs or news sites via RSS (see below), allowing
readers to access all their news from a single web site or program. Online newsreaders (like Bloglines, Pluck, or
Newsgator) are web sites that let you read RSS feeds from within your web browser. Desktop newsreaders download
the news to your computer, and let you read your news inside a dedicated software program.
• P o d c a s t : An audio blog, typically updated weekly or daily. You don't have to have an ipod to listen to a podcast;
although you can download podcasts to an ipod, you can also listen to podcasts on a desktop computer, or many
other mp3 players
• R S S : A format for storing online information in a way that makes that information readable by lots of different kinds
of software. Many blogs and web sites feature RSS feeds: a constantly updated version of the site's latest content, in a
form that can be read by a newsreader or aggregator.

53. Appendix 2 - Glossary (3)
• S o c i a l b o o k m a r k i n g : The collaborative equivalent of storing favorites or bookmarks within a web browser,
social bookmarking services (like del.icio.us or Furl) let people store their favourite web sites online. Social
bookmarking services also let people share their favourite web sites with other people, making them a great way to
discover new sites or colleagues who share your interests.
• S o c i a l n e t w o r k i n g : Social networking sites help people discover new friends or colleagues by illuminating
shared interests, related skills, or a common geographic location. Leading examples include Friendster, LinkedIn, and
43people.
• T a g s : Keywords that describe the content of a web site, bookmark, photo or blog post. You can assign multiple tags
to the same online resource, and different people can assign different tags to the same resource. Tag-enabled web
services include social bookmarking sites (like del.icio.us), photo sharing sites (like Flickr) and blog tracking sites (like
Technorati).Tags provide a useful way of organizing, retrieving and discovering information.
• W i k i : A collaboratively edited web page. The best known example is wikipedia, an encyclopedia that anyone in the
world can help to write or update. Wikis are frequently used to allow people to write a document together, or to share
reference material that lets colleagues or even members of the public contribute content.