TCP Workshop 24/09/13: Web Trade

1

Sarbjit Bakhshi 2

UKTI Web Exporting Programme

Sarbjit Bakhshi, Deputy Director of Technology

3

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

4

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

5

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

6

UKTI to focus on the following actions:

Sarbjit Bakhshi

7

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

8

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

9

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

10

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

11

Working Group

Sarbjit Bakhshi

12

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

13

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? [email protected]

14 Sarbjit Bakhshi

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?

Doug Lawrence 17

What is a WOFIT?

Animal? Vegetable? Banana?

Doug Lawrence 18

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

Doug Lawrence 19

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

Doug Lawrence 20

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

Doug Lawrence 21

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.”

Doug Lawrence 22

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!

Doug Lawrence 23

Web Optimisation for International Trade Workshop

Doug Lawrence 24

Doug Lawrence 25

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

Doug Lawrence 26

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

Doug Lawrence 27

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

Doug Lawrence 28

… 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

Doug Lawrence 29

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

Doug Lawrence 30

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)

Doug Lawrence 31

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

Doug Lawrence 32

UK Domestic English International

Geo-targeted country

pages and/or language

pages

Separate websites with country code

top level domains (ccTLDs)

29/09/2013 33

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?

Doug Lawrence 34

International navigation … ready?

Doug Lawrence 35

EEN Bridging the Culture Gap Doug Lawrence 6th June 2013

Doug Lawrence 37

Google Webmaster Tools geotargeting

Language purchase spectrum

29/09/2013 38

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

Doug Lawrence 40

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.” />

Doug Lawrence 41

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

Doug Lawrence 42

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!

Doug Lawrence 43

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 [email protected]

Questions?

Doug Lawrence 44