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Sarbjit Bakhshi 2

UKTI Web Exporting Programme

Sarbjit Bakhshi, Deputy Director of Technology

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Background

Why are we doing this?

•  The U.K. could have increased its 2011 GDP by up to £63 billion if it had achieved global digital leadership, as defined by the Booz & Company Digitization Index.

•  Digital technology can enable SMEs to unlock as much as £18.8 billion in incremental revenue.

•  Only one in three SMEs communicates with its customers online. 23% of SMEs stated that they would require training and support to develop basic online skills.

Sarbjit Bakhshi

Booz and Co. ‘This is for everyone’ 2012

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EU E-Commerce Task Force

The taskforce identified two priority objectives for government and industry to boost cross‐border e‐commerce:

–  To increase consumer confidence and trust in buying goods and services cross border.

–  To reduce or remove the barriers for retailers, particularly SMEs, when trading cross-border to encourage more merchants to export

Sarbjit Bakhshi

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EU E-Commerce Task Force

Recommendations:

•  Increase consumer awareness of cross-border offers, increasing trust and confidence to buy from a European retailer and get UK businesses online and exporting.

•  UKTI (+ Open to Export+ SME Digital Capability Programme) should work together to ensure clarity of communications and cross referrals for SMEs on cross‐border web exporting, to:

•  Ensure increased reach to (exporting) SMEs

•  Ensure continued focus on first time exporters

•  Maximise the opportunities for exporting offered by the ‘GREAT’ brand pillars

•  Build on existing peer-to-peer advice offered through Open to Export

Sarbjit Bakhshi

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UKTI to focus on the following actions:

Sarbjit Bakhshi

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Retail team

•  Help SMEs understand different service standards and consumer expectations by working with best practice exemplars (e.g. ASOS and Kingfisher) and information sources from ‘Which?’ to share their experience.

•  The SME Digital Capability Programme will then help to connect SMEs to this information

•  A Retail Campaign to assist up to 600 SMEs. It will focus on China, in collaboration with Alibaba, in a pilot phase in 2013/14 to be expanded in 14/15.

•  Looking at other markets where there is an important local e-commerce provider and help SMEs to get access, eg Tejuri in the Gulf States

Sarbjit Bakhshi

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Open to Export

•  UKTI will provide market insights on EU cross-border web exporting including information on the regulations in EU Member States which exporters need to comply with.

•  Open to Export will combine information from UKTI and a number of wider private sector organisations to provide high quality content (articles, videos, case studies) for exporters looking to get started in web exporting and e-commerce.

•  To support this, Open to Export will run a number of webinars which will be promoted through partner channels to broaden the reach of the campaign.

Sarbjit Bakhshi

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Export Communications Review

•  New support for Web Exporters and integrate this with their existing ‘Passport to Export’ and other services for exporters.

–  Web Exporting awareness raising sessions, a webinar Campaign and an expanded programme of International Web Optimisation Workshops, delivered locally by UKTI and Trade Associations

–  Masterclasses, delivered locally, providing intensive training and coaching to increase SMEs expertise and capability on web exporting. E.g. Doug Lawrence.

–  Bespoke support through one-to-ones with experts and tailored website reviews. This will be supported by action planning and access to Web-Exporter Vouchers (matched funding).

Sarbjit Bakhshi

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Working Group

•  Alongside these existing programmes we recruited a Working Group of E-Commerce experts to champion the programme.

•  These experts include members of the EU E-Commerce Task Force, inspirational web-exporters and service providers.

•  The Working Group provided a focus for the Programme, will play a prominent part in the series of events and ensure that it is meeting SME needs.

Sarbjit Bakhshi

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Working Group

Sarbjit Bakhshi

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Working Group

Conclusions:

•  Provided useful information on the key challenges faced by SMEs looking to export

•  They checked and validated the launch event ensuring it appealed to our target audience, SMEs

•  They will champion our activities, providing positive case studies and feedback on how we are doing.

•  Will provide continued feedback on the campaign branding

•  Arranged to meet every 6 months

Sarbjit Bakhshi

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Click: Connect: Sell

•  Launching the programme with a major web based commerce event

•  Hands-on workshops; inspirational speakers; business networking; practical advice

We expect to see you all there!

Sarbjit Bakhshi

16th October 2013 250 + attendees Working Group support

Central London (Milbank Tower) High Profile Speakers Interactive workshops

Questions? sarbjit.bakhshi@ukti.gsi.gov.uk

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Sarbjit Bakhshi 15

Web Optimisation for International Trade (WOFIT)

Workshop for your members

Doug Lawrence, Export Communications Consultant

West Midlands

Sarbjit Bakhshi 16

WOFIT Why bother?

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What is a WOFIT?

Animal? Vegetable? Banana?

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What is a WOFIT?

•  Half-day interactive practical workshop

•  Built for UK exporters

•  Boost international online business performance

•  Structure, design and optimise for international visitors

•  Generate more web traffic and new international customers

•  Led by experts in international websites and effective communication

•  Hints and tips on free tools

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Your members will find how to …

•  Plan an international web strategy

•  Targeting international customers

•  Increase overseas sales

•  Be visible on the international web

•  Reach new global customers

•  Increase the number of website enquiries from outside the UK

•  Improve international search engine ‘ranking’

•  Write ‘localised’ content

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Why bother?

•  A unique opportunity to give added value to your members

•  Independent best practice

•  For all members web experts or not

•  Your costs are venue, refreshments and marketing to members

•  We supply trainer, workbooks, promotional A4 flyer, feedback form

•  No free lunch: we reach a new audience for UKTI services and assistance

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Feedback forms!

“I’ve been on loads of workshops and seminars about the web and this is the first one that has really explained what I need to do.”

“I didn’t realise that I was invisible on the web internationally. We will definitely do something about this now.”

“I can now see that our website is so UK-centric and we need to update it urgently for our international visitors.”

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Previous WOFIT Workshops

•  Excellent feedback (I would say that won’t I)

•  Groups from 10 to 20+

•  Sole traders to multinationals

•  UK only websites to full multilingual

•  Technophobes to techno-wizards

•  Brochure-ware, ecommerce, customer / sales partner support

•  In-house and working with providers

Quick wins / Take aways

• +44, GB VAT, UK

• English only

•  International ‘page’

• Monitor traffic

• Talk to international clients and partners

•  A few translated pages

• Geo-targeted

• Work with sales partners

•  Look at international competitors

• Do something!

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Web Optimisation for International Trade Workshop

Doug Lawrence 24

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Typical Agenda Agenda

Session 1 (09:30 – 11:30)

–  Introductions (about you + ice breaker)

–  Is your website ready to go international?

–  The international web opportunity

–  Is your website visible internationally?

–  Options for an international web strategy

–  Exercise

–  Building an international website

–  Exercise

Session 2 (11:45 – 13:30)

–  How the international web works

–  Optimising your international website

–  Exercise

–  Google keyword demos

–  Action planning

–  Exercise

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7 million and counting from many different countries

Argentina – Australia – Austria – Belgium – Brazil – Canada –

China – Denmark – France – Germany – India – Indonesia –

Italy – Japan – Mexico – Netherlands – Norway – Poland –

Russia – Saudi Arabia – South Africa – South Korea – Spain –

Sweden – Switzerland – Thailand – Turkey – United Arab

Emirates – United Kingdom – USA

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The world is on the web

Internet users in the world by geographic regions

Source: Internet World Stats www.internetworldstats.com/stats.htm

Estimated internet users are 2,405,518,376 on 30 June 2012 Copyright © 2012 Miniwatts Marketing Group

24.3

90

167.3

254.9

273.8

518.5

1076.7

0 100 200 300 400 500 600 700 800 900 1000 1100 1200

Oceania / Australia

Middle East

Africa

Latin America / Caribbean

North America

Europe

Asia

Millions of Users

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… in many different countries

Source: Internet World Stats www.internetworldstats.com/top20.htm Copyright © 2012 Miniwatts Marketing Group

List of Top 10 countries by number of internet users – 30 June 2012 Rank Country Internet users

1 China 538,000,000

2 United States 245,203,319

3 India 137,000,000

4 Japan 101,228,736

5 Brazil 88,494,756

6 Russia 67,982,547

7 Germany 67,483,860

8 Indonesia 55,000,000

9 United Kingdom 52,731,209

10 France 52,228,905

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It’s not just in English

Top 10 languages in the internet

Source: Internet World Stats www.internetworldstats.com/stats7.htm

Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group

39.4%

59.7%

59.8%

65.4%

75.4%

82.6%

99.2%

165.0%

510.0%

565.0%

0 50 100 150 200 250 300 350 400 450 500 550 600 650 700

Korean

Russian

French

Arabic

German

Portuguese

Japanese

Spanish

Chinese

English

Millions of Users

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Why internationalise?

•  70% of online search enquiries are not in English (source: Oban Multilingual)

•  Customers are four times more likely to buy from a website in their own language (source: IDC)

•  Visitors stay twice as long if a website is in their own language (source: Forrester Research)

•  90% of European internet users visit websites in their own language (source: EU EuroBarometer)

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Why online?

•  Up to 85% of consumers are prepared to buy cross-border, but on average only 18% do so (source: Borderless/thebluedoor)

•  85% of business procurement commences online (source: Borderless/thebluedoor)

•  Online advertising overtook press and TV in 2010 and now accounts for 25% of all advertising money spent in the UK – over £4 billion (source: IAB 29 March 2011)

Localisation maturity

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UK Domestic English International

Geo-targeted country

pages and/or language

pages

Separate websites with country code

top level domains (ccTLDs)

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Tim

e an

d re

turn

on

inve

stm

ent

Investment and Implementation

International web presence maturity

English only web site

Initial ‘language’ landing pages

perhaps to distributors

Selected ‘language landing’

pages

Language Micro-sites or region specific sub-

domains

‘in-country’ sites

Modifiers •  Budget •  Time •  Technology •  Number of markets •  In-house capability •  Ambition •  B2B or B2C •  Direct or distributors

No web site/ presence

Inter-nation- alisation

Translation

Traffic Analysis

Conversion Analysis

Localisation

Actions

International navigation … ready?

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International navigation … ready?

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EEN Bridging the Culture Gap Doug Lawrence 6th June 2013

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Google Webmaster Tools geotargeting

Language purchase spectrum

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Will buy in English

Only buy in their language

Buy in a mix of English and their language

Increase the number of potential buyers by moving along the spectrum

English English & German

Only French

Doug Lawrence 39

Other areas …

•  Mobile sites

•  Responsive website

•  Social media

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Multilingual SEO

<title> Даг Лоуренс - всемирный эксперт опо продаже переводческих услуг </title> <meta name="description" content= “Тренинги и мастер-классы по маркетингу и продаже переводческих услуг от признанного британского эксперта и бизнес-тренера Дага Лоуренса.” />

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190+ other ranking factors

Page rank

Inbound links

Contact details

Domain authority

Page layout

Location of hosting

Duplicate content

Content freshness

Unique content

Site structure

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Export Communications Review – from what to how!

•  International domain strategy

•  International web strategy

•  Design, navigation and structure

•  International/multilingual content

•  International/multilingual SEO

•  International e-commerce

•  International social media

•  Marketing materials

•  Exhibition materials

•  Thorough review of your website against our best practice checklist

•  2-3 hour meeting face-to-face or via Skype

•  Detailed, tailored written action plan

•  Up to three subsidised reviews if meet criteria

•  Review is £500 + £100 VAT

•  UKTI subsidy is £250

… Anything to do with international communication!

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Next steps

Read more about the Export Communications Review at www.ukti.org.uk/ecr

Help your members grow internationally on the web

Please fill in your feedback forms!

Contact Doug on 0 77 11 555 602 or doug.lawrence@ecrconsultants.org

Questions?

Doug Lawrence 44