local social summit 2013

1

SME World Tour

By Faisal Laljee

2

Digital Ad Spend in Europe and Western Europe will approach $50B by 2016 with Mobile Ad Spending close to $7B

eMarketer Global Media Intelligence Report 2012

3

Smartphone penetration is set to grow 150% by 2016 in these markets

eMarketer Global Media Intelligence Report 2012

4

More than half the population in Latin America and Western Europe will be on Facebook by 2017

2011 2012 2013 2014 2015 2016 20170

50

100

150

200

250

300

12.8 16.4 18.3 20 21.3 22.6 23.8

25.6 28.3 29.9 31.4 32.2 33 33.616.7

20 22.1 23.6 24.9 25.9 26.928.1

46.5

6981.4

89.497.3

103.9

22

29.2

35.7

41.9

47.252.5

57.1

12.3

14.2

16.3

18.2

19.7

20.9

21.7

Facebook User Growth

Argentina

Mexico

Brazil

Germany

UK

Spain

Po

pu

lati

on

in m

illio

ns

5

Search occupies 46% of the digital advertising market

IAB internet advertisingrevenue report – April 2013

Search

Display

Classifieds

Video

Mobile

Lead Gen

Rich Media

EmailSponsorship

These are US numbers but a good proxy for rest of the world

6

A Digital SME Product strategy for LOCAL needs to consider the above growth trends in Mobile, Search and Facebook

Digital Strategy for SME

Mobile

Search

Facebook

7

These solutions should connect SME businesses with their customers across all platforms and devices

8

And give SMEs an easy solution to navigate across an increasingly fragmented marketplace

9

Customer Segment

Tailored Products

Channel Alignment

Market • Protectionist• General lack of trust• Need a local partner

to navigate • Yet to mature

• Different continent mainly due to language

• Yet to mature• Innovative and

collaborative

• Influenced by the US

• Very open but prefer business in Spanish

SME Attitudes • No money but willing to try for free

• Willing to pay for the right product

• Lots of players overwhelming them

• Closer to the US than rest of Latin America and parts of Europe

Sales • Relationship based and F2F

• Referral and Relationship based

• Still relationship-based but not as much

Product • Simple product focused on value

• No frills

• Room for some value-added features and “cool” factor

• Very familiar with complex products

Overcome the cultural differences

@flaljeeflaljee@gmail.com