Module 8 of the SDI Smart Exporter Programme delivered on the 20th October 2011 at the Menzies Hotel Glasgow

1. :

2. Module 8
e-business@spects-of-international-tra.de
20/10/2011

3. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
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4. OBJECTIVES
what’s the point?
Source:
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5. OBJECTIVES
the purpose of this session is……
Source:
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6. OBJECTIVES
…..to understand how you can leverage
existing e-business tools to help you sell
more of your products and services
internationally.
Source:
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7. OBJECTIVES
…..to understand the future direction of the
web to align our products & business
model to harness these trends.
Source:
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8. OBJECTIVES
…..to understand how we can use existing
online tools to engage with and build loyal
relationships with customers.
Source:
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9. OBJECTIVES
…..to understand how you can leverage existing e-business tools to
help you sell more of your products and services internationally.
…..to understand the future direction of the web to align our
products & business model to harness these trends.
…..to quash some myths and jargon about
…..to understand how we can use existing online tools to engage
all of the above.
with and build loyal relationships with customers.
Source:
20/10/2011 | page 9

10. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
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11. Low Cost / High Impact e-business Tools
Myth #1 –
e-business is selling through a website
Source:
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12. Low Cost / High Impact e-business Tools
Wrong!
Source:
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13. Low Cost / High Impact e-business Tools
e-business is the use of any IT
hardware or software in support of
any of your business activities
Source:
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14. Low Cost / High Impact e-business Tools
Myth #2 –
e-commerce is selling through a website
Source:
20/10/2011 | page 14

15. Low Cost / High Impact e-business Tools
Wrong!
Source:
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16. Low Cost / High Impact e-business Tools
e-commerce is the use of any IT
hardware or software in support of the
exchange of your products and
services with your customers.
Source:
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17. Low Cost / High Impact e-business Tools
Myth #3 –
a quality e-commerce solution for our
business will involve a lot of expensive
software development and investment
in harware infrastructure
Source:
20/10/2011 | page 17

18. Low Cost / High Impact e-business Tools
Wrong!
Source:
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19. Low Cost / High Impact e-business Tools
....it can!
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20. Low Cost / High Impact e-business Tools
....but it doesn„t have to.
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21. Low Cost / High Impact e-business Tools
splitting hairs?
Source:
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22. Low Cost / High Impact e-business Tools
Wrong!
Source:
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23. Low Cost / High Impact e-business Tools
...because the most effective use of current and
future e-business tools involves the utilisation of
multi-tenancy architecture cloud computing
applications enabling the leverage of a customer
centric mulit-channel experience.
Source:
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24. Low Cost / High Impact e-business Tools
eh?!
Source:
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25. Low Cost / High Impact e-business Tools
.....you can use tools that are already out there!
…to sell more stuff to more people for more money.
Source:
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26. Low Cost / High Impact e-business Tools
There are existing tools out there that are......
• better
• cheaper
• more popular
....than anything you can create on your own.
Source:
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27. Low Cost / High Impact e-business Tools
.......why reinvent the wheel?
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28. Low Cost / High Impact e-business Tools
.......with a worse wheel?
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29. Jargon Buster
Have you heard these buzzwords?
Cloud Computing SaaS / SAS
Source:
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30. Low Cost / High Impact e-business Tools
...what does cloud computing mean?
Source:
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31. Low Cost / High Impact e-business Tools
some practical examples.....
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32. Low Cost / High Impact e-business Tools
…for example
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33. Low Cost / High Impact e-business Tools
These tools are not just websites.
They are the new software.
They are better than your website.
Your customers are already using them.
You can be using them tomorrow.
Source:
20/10/2011 | page 33

34. Low Cost / High Impact e-business Tools
...some stats
- eBay has a global customer base of 233 million (14 million in
the U.K.)
- eBay has a global presence in 33 markets including the UK and
USA
- eBay is the UK’s number one ecommerce website
- 2011 saw a surge in £1M+ businesses on eBay which most put
down to “ability to export”.
Ref: eBay / The Press Association
Source:
20/10/2011 | page 34

35. Low Cost / High Impact e-business Tools
...how could you ever create
an e-commerce solution as
effective as that?
Source:
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36. Low Cost / High Impact e-business Tools
...why would you want to when
they let you use theirs?!
Source:
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37. Low Cost / High Impact e-business Tools
....Scottish example
Source:
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38. Low Cost / High Impact e-business Tools
...some stats
- Over 750 Million active users.
- 375 Million users who view at least once a day.
- Fastest growing demographic are those over
35.
- Facility to target marketing efforts to individual
users.
Ref: Facebook
Source:
20/10/2011 | page 38

39. e-business and e-commerce defined
...they let us use this for free!
Source:
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40. e-business and e-commerce defined
overnight
internationalisation!
Source:
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41. Low Cost / High Impact e-business Tools
...some info
• Created SaaS category.
• Complete business management, CRM & Sales Performance management
system.
• No software installation or hardware required.
• Entire system and updates are on-demand.
• Individual users have the same platform (and therefore security and up-
time) as big corporate and major banking institutions.
• Ability to set up your international office (and change the language) at the
touch of a button.
Source:
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42. Low Cost / High Impact e-business Tools
Source: Gartner
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43. Low Cost / High Impact e-business Tools
Source:Gartner
20/10/2011 | page 43

44. Low Cost / High Impact e-business Tools
exercise
In your groups come up with at least 3 ideas for YOUR business to:
• Utilise any of the demonstrated Cloud computing applications to
help you in the internationalisation of your business.
Source:
20/10/2011 | page 44

45. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 45

46. Jargon Buster – The Direction of The Web
Have you heard these buzzwords?
Web 2.0 / 3.0
Source:
20/10/2011 | page 46

47. Jargon Buster – The Direction of The Web
In the begining: Web 1.0
AND LISTEN
Source:
20/10/2011 | page 47

48. Jargon Buster – The Direction of The Web
Web 2.0
We„re in a two-way conversation.
Source:
20/10/2011 | page 48

49. Jargon Buster – The Direction of The Web
....user generated content
Source:
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50. Jargon Buster – The Direction of The Web
internet users are talking to each other.....
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51. Jargon Buster – The Direction of The Web
...about YOU!
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52. Jargon Buster – The Direction of The Web
:-)
...what they„re saying might be good or bad
:-(
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53. Jargon Buster – The Direction of The Web
...it could be right or wrong
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54. Jargon Buster – The Direction of The Web
....but they„re saying it!
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55. Jargon Buster – The Direction of The Web
....whether you like it or not!
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56. Jargon Buster – The Direction of The Web
exercise
Source:
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57. Jargon Buster – The Direction of The Web
“a person like me“
is now the most credible spokesperson for companies
2006 Edelman Trust Barrometer
Source: Edelman
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58. Jargon Buster – The Direction of The Web
“We have reached an important juncture, where the lack of
trust in established institutions and figures of authority has
motivated people to trust their peers as the best sources of
information about a company.”
Richard Edelman
Source: Edelman
20/10/2011 | page 58

59. Jargon Buster – The Direction of The Web
Example
Source:
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60. Jargon Buster – The Direction of The Web
the individual
consumer has been given
a megaphone to say
whatever they like
about your company
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61. Jargon Buster – The Direction of The Web
you might think this is too
much consumer power
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62. Jargon Buster – The Direction of The Web
Tough!
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63. Jargon Buster – The Direction of The Web
It‘s here to stay!
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64. Jargon Buster – The Direction of The Web
example
the blog
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65. Jargon Buster – The Direction of The Web
what they did
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66. Jargon Buster – The Direction of The Web
Source:
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67. Jargon Buster – The Direction of The Web
Source:
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68. Jargon Buster – The Direction of The Web
Source:
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69. Jargon Buster – The Direction of The Web
exercise
In your groups come up with at least 3 ideas for YOUR business to do
one or more of the following:
1. Keep track of internet awareness and turn negatives into positives.
2. Use your current website to create TWO WAY dialogue with
customers.
3. Use blogging to give your customers transparency & trust.
4. Incentivise people to go online and say positive things about you.
Source:
20/10/2011 | page 69

70. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 70

71. Jargon Buster – The Direction of The Web
Have you heard these buzzwords?
Social Media Social Networking
Source:
20/10/2011 | page 71

72. Leveraging Web 2.0 and Social Media to Spread the Word
Source: Universal McCann | Wave 3 Report on Social Media
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74. Leveraging Web 2.0 and Social Media to Spread the Word
THIS IS NOT A
KIDS THING!
Source:
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75. Leveraging Web 2.0 and Social Media to Spread the Word
over HALF are
26 – 65?!
Ref: Social Media Today
Source: insidefacebook.com
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76. Leveraging Web 2.0 and Social Media to Spread the Word
THIS IS AN A
NOT
ADULT THING!
KIDS THING!
Source:
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77. Leveraging Web 2.0 and Social Media to Spread the Word
THIS IS AN
YOUR
CUSTOMER’S
ADULT THING!
Source:
THING!
20/10/2011 | page 77

78. Leveraging Web 2.0 and Social Media to Spread the Word
“Social computing is not a fad. Nor is it
something that will pass you or your
company by. Gradually, social computing
will impact almost every role, at every
kind of company, in all parts of the
world.”
Forrester Research
Source:
20/10/2011 | page 78

79. Leveraging Web 2.0 and Social Media to Spread the Word
examples
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80. Leveraging Web 2.0 and Social Media to Spread the Word
Live Demo Using………
Source:
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81. Leveraging Web 2.0 and Social Media to Spread the Word
Live Demo Using………
Source:
20/10/2011 | page 81

82. Leveraging Web 2.0 and Social Media to Spread the Word
exercise
In your groups come up with at least 3 ideas for YOUR business to:
• Have your staff actively interacting with customers through social
networking sites (eg. Facebook, LinkedIn, Youtube)
Remember the offering needs to be a two way street! Listen!
Source:
20/10/2011 | page 82

83. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 83

84. Long Tail Economics
…what is the long tail?
Source:
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85. Long Tail Economics
…selling less of
more!
Source:
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86. Long Tail Economics
it’s the new market of the
ultra-niche
Source:
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87. Long Tail Economics
Source:Longtail.typepad.com
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88. Long Tail Economics
NET:
there’s more money to be
made in the tail than there is
in the head
Source:
20/10/2011 | page 88

89. Long Tail Economics
Source:Longtail.typepad.com
20/10/2011 | page 89

90. Long Tail Economics
“We sold more books
today that didn't sell at all
yesterday than we sold
today of all the books that
did sell yesterday.”
Amazon Employee
Source:Longtail.typepad.com
20/10/2011 | page 90

91. Long Tail Economics
….so what?
we’re not all retailers!
Source:Longtail.typepad.com
20/10/2011 | page 91

92. Long Tail Economics
some examples of what this could mean for us…..
Source:Longtail.typepad.com
20/10/2011 | page 92

93. Long Tail Economics
Long Tail Example #1
The Scottish manufacturer who stops trying to ship
physical products, but instead manufactures
bespoke physical prototypes and uses the
Innovation Marketplace to sell the designs and IP
through to a huge number of manufacturers in other
countries.
Source:
20/10/2011 | page 93

94. Long Tail Economics
Long Tail Example #2
The Scottish hotelier who facilitates a free online
Scottish genealogy service to Scottish descendants
all over the world, selling a package to come and
visit Scotland to those who show interest.
Source:
20/10/2011 | page 94

95. Long Tail Economics
Long Tail Example #3
The Scottish knitwear company that releases a
small Facebook application enabling Facebook
users to create and send a customised jumper to
their friends, with an option to buy it in real life.
Source:
20/10/2011 | page 95

96. Long Tail Economics
exercise
In your groups come up with at least 3 ideas for YOUR business to either:
1. Turn your existing products into intangible products.
2. Make new products which are intangible that you can sell.
3. Provide a useful, free product/service to web users which you
can use to sell-on your core products/services.
Source:
20/10/2011 | page 96

97. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 97

98. Marketing on The Web
….ideas for marketing on the web
• PPC targeted marketing
• viral
• direct email
Source:
20/10/2011 | page 98

99. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4 Leveraging Web 2.0 & Social Media to Spread The Word
5 Economics of the Long Tail
6 Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 99

100. Pitfalls
when using social media....remember to listen
Source:
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101. Pitfalls
don‘t let your concentration slip
Source:
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102. Pitfalls
don‘t blend in
Source:
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103. Pitfalls
in the „real“ world
...if you‘re not meaningfully unique, you‘d better be cheap
Source:
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104. Pitfalls
on the web
...if you‘re not meaningfully unique, no-one will notice you
Source:
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105. AGENDA
1 Introduction & Objectives
2 Low Cost / High Impact e-business Tools
3 Jargon Buster – The Direction of The Web
4
5
6
Questions?
Leveraging Web 2.0 & Social Media to Spread The Word
Economics of the Long Tail
Marketing on the Web
7 Some Pitfalls & Things to Avoid
20/10/2011 | page 105

106. www.slideshare.net/matrixuk
Source:
20/10/2011 | page 106

107. thank you
www.slideshare.net/matrixuk
Source:
20/10/2011 | page 107