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Keynote address, Digital and Globalisation by Dr. Jim Hamill
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Digital for Globalisation
Dr. Jim Hamill www.energise2-0.comwww.twitter.com/drjimhamill
October, 2012
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Background
30 years International Management Development Experience – mainly Export Marketing and International Business
Barriers to SME Internationalisation
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Barriers
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Digital and Internationalisation
Used effectively, Digital Technology can help to overcome many of the ‘traditional’ barriers to SME internationalisation
Only 10% of Scottish companies have a clear Digital Strategy to support Internationalisation (The State of Digital Scotland Survey, 2012)
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10 Actions for Overcoming the Barriers
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Multilingual Web Site
Multilingual Web Site
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e-Marketing for International Markets
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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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Social Media Listening System
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Export ‘Hub’ Sites
• Very large number of sites......– General export support– Online Marketplaces– Industry specific
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General Export Support Sites
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Online Markets
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Industry Specific
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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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‘External’ Groups/Forums
• Search, Join, Lurk, Participate in ‘External’ Social Media Groups/Forums
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Support International Trade Visits
• Make the right connections before going
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Vision and Strategy
• 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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Measure Performance
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• Business Impact
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Important Policy Implications
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Policy Implications
• Do we need to reboot Export Support in Scotland, becoming more digital and more social in our approach?
• But then again, I would say that wouldn’t I
