This presentation was used at the launch event of the Passport to Trade 2.0 project on 16th September 2013.

1. @Passport2Trade #P2T2
P2T2 Launch Event
16 September 2013
Salford Business School, University of Salford, UK
www.BusinessCulture.org

2. Housekeeping …
• Fire Alarms &
Emergency exits
• Toilets
• IT equipment
• Questions
• #P2T2
• Mobile Phones

3. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

4. This project has been funded with support from the European Commission. This publication
reflects the views only of the author, and the Commission cannot be held responsible for any
use which may be made of the information contained therein.

5. www.businessculture.org

6. Anjlee Bhatt – Social Media Consultant – smespresso.co.uk
Bobbie Charleston-Price – International Trade Adviser – UK Trade and Investment
Paul Delooze – Video production – http://waterside-graphics.com/
Kris Barnes – Director - Resonate – Marketing and technology specialists
Lesley Blaker – Video production – http://creativehive.org/web/LesleyBlaker
Delphine Greenhalgh – International trade and development consultant - Director at
DG Consultancy on LinkedIn
Jon Monk – The Business Group Salford – www.thebusinessgroup.org
Beverley Heinze – Lecturer at University Centre, Blackpool & The Fylde College
Mariam Begum – SEO Consultant – Mariam Begum on Linkedin
Seyed Mojtaba Poor Rezaei – PhD student researching “Use of Social Media for
Business” - Seyed Mojtaba Poor Rezaei on LinkedIn
The UK Advisory board members

7. 1. International student placements can
benefit international trade developments
2. Social media –
Useful tool for students and Small and
Medium Sized Enterprises

8. ““if an organisation does not set out to
manage and build their social media profile
positively then someone else will build it
anyway in whatever form they care to
shape””
Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring
visualisation: What do we have to look for? . UKAIS 2013 conference,
Oxford, UK

9. Source: Joebloggsy
http://en.wikipedia.org/wiki/File:Europe_with_flags.png

10. Source: internet-map.net
World without country borders?

11. Source: internet-map.net
We are now defined by website platform borders

12. What are the main
professional social
networks in Europe?

13. What are the main professional social networks in Europe?

14. Cultural differences – no difference?
“I think they are not so important
when using social media
because social media is simply a
way to exchange information”
Student respondent

15. www.businessculture.org

16. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

17. Search and Social Media
Marketing for International
Business pilot MOOC
Business Innovation Project

18. The Team
L-R: Luis Santos, Maria Villa, Vanessa Van Huynh, Rebecca Lee

19. Contents
1. Introduction
2. Key Issues
3. Key Findings
4. Key Recommendations
5. Conclusion

20. Introduction

21. What is a MOOC?
1. Distance Learning
2. Accessibility
Massive Open Online Course

22. Why have we chosen a MOOC?
1. University of Salford’s interest
2. Student engagement
3. Marketing / PR Opportunity
4. Global Trends

23. Global ‘MOOC’ Trends
Google Trends (05/09/13)

24. What is Social Media Marketing and
how can it be used?
1. Awareness
2. Consumer engagement
3. Place in the workplace

25. Topics covered in the MOOC
1. Personal branding online
2. Twitter
3. Search Engine Optimisation (SEO)
4. International business development using social media
5. Facebook
6. YouTube
7. LinkedIn
8. Google+
9. Copywriting online
10. Legal Implications of Social Media
11. Monitoring and Reporting
12. Blogging
See http://goo.gl/cMji0W

26. Marketing Activities
• Salford Business School website
• Social media channels (Twitter, LinkedIn,
Facebook, Google+, blogs)
• Salford Advantage Award
• Press Release
• Companies’ Newsletters

27. Keyword Research
Google Adwords (05/09/13)

28. Primary Keywords

29. Key Issues

30. Pedagogic Framework Selection
c-MOOC x-MOOC
Origin
- Since 2008
- “Connectivism and
Connective knowledge”
course (CCK08) by
Siemens and Downes.
- Recently
- Developed by elite
universities in the US
(Harvard, MIT)
- “x" terminology
Philosophy
- Connectivism and
networking approach
(Downes, 2008; Siemens,
2012b)
- Cognitive - behaviorist
approach (Rodriquez,
2013)

31. Pedagogic Model
c-MOOC x-MOOC
Teacher
Teacher
Student = Teacher = Researcher
Teacher → Students

32. Pedagogic Framework cont.
c-MOOC x-MOOC
Characteristics
- Knowledge building
- Deeply about openness
- Facilitator = knowledge
governor
- Knowledge transmission
- More restrictive compared to c-
MOOC
- Facilitator = traditional
classroom teacher

33. Pedagogic Framework cont.
c-MOOC x-MOOC
Learning materials
- Presentations from
facilitator and guest speakers
- Reading list
- Discussion forum
- Video lectures
- Interactive exercises + assignments
- Online community
Assessment
- Self- assessment - Computer marked quizzes
- Peer-assessment + self-
assessment
- Activities

34. Pedagogic Framework cont.
c-MOOC x-MOOC
Value
- Encourage creativity, critical
thinking ability
- Suitable for students with
high level of cognitive learning
- Suitable with students with
lower level of cognitive
learning
- Work for certain levels of
training

35. Pedagogic Framework cont.
x- MOOC

36. Evaluation of MOOC Providers

37. Evaluation of MOOC Platforms
For - Profit Non - Profit
Coursera Udacity edX Khan Academy
- $ 20 million
investment
- 197 courses (from
any universities)
- $ 21.1 million
investment
- 18 courses (its
own curriculum with
specialised areas)
- $ 60 million
investment
- 20→ 30 courses
(only offer Harvard
& MIT’s courses)
- $ 5.5 million
investment
- 3,600 video
lectures in
academic subjects
- Certification - Certification
(download for free)
- Certification - Khan badges
- Certification fee - No fee - Certification fee - No fee
- Institutional
credits partly
presented
- Institutional
credits partly
presented
- Non credit - Non credit

39. 1. Certification
2. Secure assessments
3. Employee recruiting
4. Employee or university screening
5. Human provided tutoring or manual grading
6. Corporate/University enterprise model
7. Sponsorship
8. Tuition fees
“Possible Company Monetization
Strategies” (Young, 2012)

40. Key Findings

41. - Primary data obtained through entry / exit MOOC
surveys
- Surveys linked to Google Drive tool in order to
obtain in-depth analyses
- 36 responses - 53% Male and 47% Female
obtained from the entry survey
Initial main findings

44. 19%
0%
36%
22%
14%
8%
What is your age? (in years)

45. What is your current area of
employment?

46. 10%
7%
5%
10%
15%
37%
2%
2%
10%
2%
University of Salford website
press coverage
How did you hear about this MOOC (Massive Open Online Course)?

47. 7%
16%
12%
3%
5%
7%
4%
4%
Learn new things
9%
9%
15%
1%
To get a certificate
Improve my career prospects
Improve my business
Meet new people
Build professional links9%
Try online education
See what MOOCs are and understand what a MOOC has to offer
To start creating your online presence
To improve your online education
To learn about social media strategy for business
To get experience with social media networking sites
other
unsure0%

48. - Free course content but charge for certifications based on
grades
- Develop a diagnostic system to calculate strengths and
weaknesses of students
- Automated Assessment
- Paid search campaigns to increase visibility
Suggestions to improve MOOC
participation

49. Key Recommendations

50. Search and Social Media Marketing
for International Business
- Welcome video
- Media training
- Review design features / animation
- Teleprompter
- More detailed reading lists
- Exercise instructions more integrated

51. Future MOOCs
- Platform - Coursera / FutureLearn
- Create digital MOOC community
- Specific MOOC team to function within the
university
- Introduce certification / qualifications?
- Video length

52. Conclusion

53. Overall
PR/ Marketing / Branding → YES
Business venture for profit → NO

54. 1. Clear MOOC policy
2. Originality of pedagogical material
creation
3. Clear funding for future improvement
4. Coursera as main MOOC platform
Future application of MOOC

55. •Dellarocas, C., Van Alstyne, M. (2013) Money Models for MOOCs. Communications of the ACM,
56(8), pg. 26
•Young, J. (2012). The U. of Michigan's Contract With Coursera. Chronicle of Higher Education.
Retrieved 9 September, 2013 from http://chronicle.com/article/Document-Examine-the-U-
of/133063/#disqus_thread
Holdaway, X. (2013). Major players in the MOOC Universe. Retrieved on June 18th
2013 from
http://chronicle.com/article/Major-Players-in-the-MOOC/138817/
Downes, S. (2008). Places to go: Connectivism & connective knowledge. Innovate Online, 5(1).
Rodriguez, O. (2013). The concept of openness behind c and x-MOOCs (Massive Open Online
Courses). Open Praxis, 5(1), 67-73.
Siemens, G. Massive Open Online Courses: Innovation in Education?. Open Educational Resources:
Innovation, Research and Practice, 5.
Yuan, L., Powell, S., & CETIS, J. (2013). MOOCs and Open Education: Implications for Higher
Education. Retrieved March, 21, 2013.
References

56. Questions

57. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

58. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex
Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

59. Websites for international audiences
Going global on the web
Alex Fenton – PPTT 2.0 - Technical Development lead
Email: a.fenton@salford.ac.uk | Twitter: @alexfenton
See slides and blog post http://businessculture.org/blog/2013/09/15/how-to-
make-my-web-site-international-going-global/

60. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee
Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

61. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

63. 63
UKTI Overview
Presented by Bobbie Charleston-Price
International Trade Adviser

64. Topics to cover today
•Why should companies export
•Cultural Barriers and how to Overcome
•Who are UKTI
•What UKTI can do to help

65. Why should companies export
Companies that export
are 11% more likely to
stay in business

66. Why Export ?

67. Business Etiquette: What to
Watch
• Business Etiquette: What to Watch
• Modes of address
• Introductions
• Punctuality
• Gestures
• Gifts
67

68. Tips on Getting Cultural Clues
• Buy a book
• Research online
• Download an app
• Ask someone
• Get some training
• Speak to UKTI
• http://businessculture.org
68

69. 69
Who are UKTI?

70. UKTI Overview

71. UKTI Overview
•2,400 staff
•1,300 overseas
•99 UK Embassies, High Commissions,
Consulates and Trade Offices; and
around
•400 Advisers and support staff in nine
English regions
71

72. UKTI Impartial advice & strategic
support
• Strategic and export business advice
• Market information and research
• Assistance in Identifying partners and potential customers
• Assistance to promote company products
• Support to visit markets
• Support whilst in market
• Identification of Business opportunities

73. 73
UKTI Services Overview
For more information contact:
0845 603 7053
info@uktinorthwest.co.uk
Thank You

74. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions

75. www.thebusinessgroup.org

76. Benefits to local business:
Accessing new markets
Online resources
Insight into European business culture
Awareness and understanding

77. www.thebusinessgroup.org
www.depict.eu
www.eliemental.org

78. Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advisory board members
• Reflections on the use of video – Paul Delooze
• Use of websites for international audiences – Alex Fenton
• Using social media for international trade – Anjlee Bhatt
• Importance of international trade for the UK – Bobbie
Charleston-Price
• Benefits of Passport to Trade 2.0 material to local
business – Jon Monk
• 10:55 Conclusions