Social Media for International Trade The 24th Annual NASBITE International Conference Monday, April 4 2:15 p.m.-3:30 p.m. III-D Laurens Room Lehrer/Madden Introduction Social media technologies are changing the way international business is done. All practitioners and trainers in international trade must be aware of social media outlets and know how to effectively leverage them to add value to their daily activities. This seminar will provide an overview of social media technologies useful in international trade. You will learn how to use these important and popular tools for both business and education. For the optimal experience, view the Prezi. http://prezi.com/avhpklcqr3u7/the-24th-annual-nasbite- international-conference-social-media-for-international-trade/ Social Media Quiz 1. America Online 17. Blogger 33. Brightkite 2. Apple 18. Facebook 34. Mobile Me 3. Bebo 19. FriendFeed 35. My Space 4. Deviant Art 20. Design Bump 36. Netvibes 5. Drupal 21. Flickr 37. Gamespot 6. Dopplr 22. Last FM 38. Feedburner 7. Email 23. LinkedIn 39. YouTube 8. Ember 24. Mixx 40. Pandora 9. Designfloat 25. Designmoo 41. Evernote 10. Picassa 26. Skype 42. Vimeo 11. Foursquare 27. StumbleUpon 43. Windows Live 12. Posterous 28. Technorati 44. Yahoo 13. Digg 29. Tumblr 45. WordPress 14. Reddit 30. Twitter 46. Yelp 15. Google Talk 31. Viddler 47. Newsvine 16. Share This 32. Yahoo! Buzz 48. Delicious Social Media y A conversation via on-line tools y Creates a community for sharing information and staying connected y Allows for collaboration; interactive y Established relationships, builds trust, and replaces traditional marketing (from monologue to dialogue) y Encourages Honesty Elements Allows consumer comments to be heard! y Forums and Online Communities y Blogging and Micro-blogging y Social Networking y Multimedia Sharing (Pictures, Music, Video) y Social Bookmarks y Online Reviews (Diggs, Likes) y Really Simple Syndication (RSS) y Podcasting – audio and video y Wikis Must Haves y Compelling Content y Creates Value y Measurable and Meaningful y Testing (A/B and Multivariate) Example: A-B Testing in Mail Chimp Benefits y Tool to Connect y Leverage Relationships and Networks y Open Feedback; Share Information (and Challenges) y Metrics are Influence and Engagement y Consumers Feel Ownership of Brand y Consumers “Like” and Recommend to Friends Responsibility y Personal y Corporate y Government Best Practices y One Voice (message consistency) y Consistent Branding y Stay Engaged and Listen to Consumers y Dedicated Position (copywriter, web-designer, and social media guru) y Establish Corporate Policy Guidelines y Integrate with your online marketing and social media strategies into your website (your website is the foundation upon your business; the authority to where customers find information on your products/services) U.S. DOC Guidelines Review General Guidelines for use of social media/web2.0 technology in an official capacity y Be Courteous and Professional y Do not publish personal opinions y Post accurate information that is also available on our official government sites Review the Department’s Guidelines for Secure use of Social Media sites: y Don’t use the same passwords for multiple social media accounts y Don’t use the same password as your Commerce accounts y Even if the site doesn’t require it, use a strong password y Monitor your account regularly and only follow links/ downloads from known sources Cloud Computing Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid. Users do not need in-house expertise and do not have control over their technology infrastructure. y Mobile y Economies of Scale y Content Security y Who Owns It? y Where is Your Data Stored? Example: The Cloud y Google y Salesforce y Microsoft y Amazon y Zoho y Rackspace y Amazon y Yahoo U.S. Statistics Entrepreneurs Employment (includes self employment) • 22% of employers use y 78% of small businesses* SN to evaluate potential candidates*** y 50%+ total workforce employment* • 9% more plan to use Small Business SN in the near future*** y 52% home based* • 16% potential y 99.7% employer firms* employees manage their y 97.3% total exports* SN profiles for employers*** y 40% high skilled employees* y 51% go to social networks (SN) for advice** Source: El Camino College SBDC How it’s Used in International Trade y Service and product marketing y Finding business partners y Qualifying business partners y Market research y Training y Product support y Current news y Customer service y Communication with partners and customers Useful for Trade Professionals y LinkedIn y 37 Signals y Twitter y One Note y GlobalTrade.net y Evernote y Ustream y Wikipedia y Google Talk y Google Voice y Skype y Yelp y Carbonite Understanding Tweets y 140 word limit per tweet y Reply To see user’s screen name and send message y Delete Click the trashcan icon next to the tweet y RT ReTweet (RT@username+message) y OH Overheard (OH+message) Reiterate earlier tweet w/out revealing original author y HT Heard Through (HT@username+message) y # Hashtag (#NASBITE24) y Keywords for searches, like discussing the 24th Annual NASBITE International Conference Manage Your Web-Profile y Displays Your Name, Email, Location, Organization /Company, Title, Social Networks, Tweets, and Brief Bio y Benefits: y Profiling tool y Users can add private notes y Creates transparency y Able to craft your image & manage your profile http://about.me http://rapportive.com http://www.GlobalTrade.net Incognito y How do you really know anyone in a virtual world? y Mailbox services like Earth Class Mail conceal physical addresses y Voice services conceal location and re-direct phone numbers (land-line & mobile) y Social media based on email address, not the individual y Fulfillment services perform warehousing and shipping functions on behalf of the business (so your supplier may never actually touch the goods--good for contract manufacturers and private label) y On the surface, you know what the tech savvy want you to know y Mitigate your risk. y Use tools like Google Street View y Read Customer Reviews like on Yelp y Follow your industry/community on Twitter and subscribe to tweets on your service providers Example: Google Street View Let’s Get Started y GlobalTrade.net http://www.GlobalTrade.net y NASBITE Website Profile http://www.NasbiteInternational.org y NASBITE CGBP Group http://www.LinkedIn.com y Business Without Borders http://en-us.dev2.businesswithoutborders.com/registration y International Trade – Quora http://www.quora.com/International-Trade?q=finternational+trade Thank You! BARNEY LEHRER, Vice President, FITA Online 179 Fifth Ave, #118, Brooklyn, NY 11217 USA Phone: 718-871-0369 | Fax: 718-928-6784 Email: [email protected] Website: http://www.fita.org BRONWEN MADDEN, Deputy Director, El Camino College CITD 13430 Hawthorne Blvd., Hawthorne, CA 90250 USA Phone: 310-973-3173 | Fax: 310-973-3132 Email: [email protected] Website: http://www.elcaminocitd.org Handouts y The CMO’s Guide to The Social Landscape y 15 Free Web-based applications to start your Business by Rhonda Abrams y Social Media Action Plan by The Horn Group y 10 Tips for Using Twitter to Grow Your Business by the El Camino College SBDC 2nd Annual THE SOCIAL LANDSCAPE CMOs will invest more in social media this year than ever before, yet this is a scene that constantly shis and changes. Here to help you better leverage these major social media sites is CMO.com’s 2nd annual guide to the social landscape—updated and revised for 2011. GOOD! OKAY! BAD! CUSTOMER BRAND TRAFFIC TO WEB SITE COMMUNICATION EXPOSURE YOUR SITE SEO A central and open Using pages as a persona allows For many Web sites, Facebook Google and Bing have both indic- communication portal, Facebook companies to position their has emerged as one of the top ated that they are using "social is the hub through which brands on other relevant pages. traffic sources. While the "viral signals" as part of their ranking businesses want to drive social For example, Starbucks' page potential" is lower on Facebook algorithms, pointing to Facebook A social-networking site where interaction. Positive or negative, itself can now post on large than others, nothing is more and Twitter, in particular. While users can add friends, send companies can use Facebook to coee-lovers' pages. consistent at driving a steady the links themselves are “no- messages, and build their own get their messages out and to flow of traffic to every message follow," the search benefits exist, receive customer feedback. or post. especially in instances where profiles "Query Deserves Freshness." Twitter is the ultimate outbound It isn't what you're saying on The prevalence of noise and As with Facebook, Twitter has messaging tool. Inbound Twitter that exposes your spam have reduced Twitter's been singled out as a component customer communications are brand. It's what you can get ability to send direct traffic. of Google's and Bing's social quick and to the point, allowing others to say about you that However, it is an exceptional component. The links are A microblogging site that for simple monitoring and has the real impact. Getting tool for assisting with traffic "nofollow," but the social enables users to send “tweets,” management of conversations. retweets and interactions can generation from other sites, component is real and expected do more for brand exposure like Digg, StumbleUpon, and to become more prominent over or messages of 140 characters than any other social site. Facebook. time. or less As a PR tool, Flickr gives Flickr's improved search Even if you get tens of Flickr is very much indexed in company-sponsored events rankings and integration with thousands of visits to a photo search engines and passes links a pictoral home that can be other social sites makes it the with your URL hyperlinked and page rank.