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Highlands and Islands Enterprise. International Marketing and Web 2.0 Author: Alan Stevenson and Dr. Jim Hamill March, 2009. Welcome. - PowerPoint PPT PresentationTRANSCRIPT
Highlands and Islands Enterprise
International Marketing and Web 2.0
Author: Alan Stevenson and Dr. Jim Hamill
March, 2009
Welcome
This Highlands and Islands Enterprise seminar has been developed to help you take advantage of the opportunities for internationalisation presented by ICT and the Internet - from a ‘customer led’ perspective and taking into account the opportunities presented by Web 2.0
Your Presenters:
Alan Stevenson/ Jim Hamill
Internationalisation and the Internet
SMEs face a number of barriers or obstacles when going international
Used effectively, the Internet can help to over come these barriers
Used effectively, the internet provides a powerful, low cost ‘gateway’ to global markets
Exciting new opportunities are emerging with the growth of Web 2.0
Internationalisation and the Internet
• But success in a Web 2.0 environment requires new ‘mindsets’ and new approaches to business strategy development and international marketing
• Marketing as a conversation with your customers; as a conversation with your network
‘The times they are a changing’
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Bob Dylan
Workshop Content
• An Overview of Web 2.0 – what is it?
• Web 2.0 in Action - examples
• Web 2.0 and Your Business - practical advice
• Next Steps: Web 2.0 strategy development and implementation
Questions and Comments
Don’t bother because we don’t really care if you have any questions, what your
opinion is or what you think; if you ask a question we will ignore you
Web 2.0: An Overview
What is it?
Business impact?
Opportunities and threats?
What Is It?
• A new buzz word coined by management consultants to encourage us to part with our hard earned cash
or
• A fundamental change in the way people use the Internet, their online expectations and experiences
What Is It?
• It’s a fundamental, revolutionary change……
• Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries
• Major opportunities for businesses to engage with their customers/ with their network/ with their ‘tribe’
• Marketing as a ‘conversation’………..
What Is It?
• All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be businesses who fully utilise the interactive power of Web 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’
• Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers
• Requires a new ‘mindset’ and new approaches to business strategy development and implementation
Web 2.0
• A fundamental change in the way people use the Internet ……. Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by
– Information ‘pull’ rather than ‘push’– User generated content– Openness, sharing, collaboration, interaction, communities,
and social networking
• ‘Power to the people’ – Web 2.0 empowers people
• The revolutionary nature of these changes is having a profound impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries
Web 2.0The end of the beginning of……..
• The read only Internet
• The ‘tell them how good’ we are Internet
• Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)
• The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience
• The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site
Web 2.0: An Overview
Applications
Features
Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
These applications can be ‘internal’ to your own web site or the use of
‘external’ 2.0 sites
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
International Marketing 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
Business Impact
• The need for new approaches to business strategy development and international marketing
– Traditional approach:• Product development – Differentiate – Market and
Promote - Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
The Groundswell
Li and Bernoff (2008)
• A spontaneous movement of people using online tools to connect, take charge of their own experiences and get what they need from each other (information, support, ideas, products, bargaining power etc)
• The ‘groundswell’ is unstoppable – it’s a social revolution; a permanent, revolutionary shift in the way the world works
• You can try to fight it or join it – ‘energise the groundswell’