Internet Strategies for International Business

45th Annual Wisconsin International Trade

ConferenceMay 12, 2009

Discussion Panelists• Dave Cluka

eBusiness Group DirectorBriggs and Stratton Corporation

• Tracy ShilobritPresidentStrateVantage Communications

• Darrel Standley, CBCDirector, Global Communications Operations Johnson Controls, Inc.

• Bill Finn (moderator)PresidentFinn Digital

Discussion Goals• Review real-world case studies of

websites for international business

• Explore challenges• Discover key areas of learning • Address audience questions

Global eBusinessat Briggs & Stratton

Guiding Principles of eBusiness

• Leverage existing platforms and messaging

• Provide consistent messaging and touch points

• Create one place from which we implement against our strategies

• Effectively disperse and allocate budgeted dollars

• Focus on globally scalable solutions• Clarify roles, functions, and accountabilities

eBusiness Advisory Council• Who

– 16 regional participants

• What– Decision makers

• When– Monthly

• Why– Communicate regional business strategies– Advocate for needs of respective business areas– Gain support for global eBusiness strategies– Prioritize and focus resources

US (Corporate)EMEAAsiaAustraliaLatin America

Strengths

Opportunities

Weaknesses

Threats

Large online footprint 40+ websites

Support many languages

Having the discussions

eBusiness = focus

Inconsistencies Messaging

Development language

URL conventions

Spread thin

No online leader in OPE

Increase in online research

Educate and share information

Web = new sales channel

eBusiness = focus $ shifting to new media

StrateVantageCommunications

Expertise• Corporate communications and public relations firm

specializing in serving international business.• Seven years consulting experience combined with 15+

years in corporate communications for both manufacturing and service companies, including Manpower Inc., The West Bend Company (now Focus Products Group and RegalWare) and HellermanTyton.

• Expertise in international online communications: – Business owner of Manpower’s global website, investor

relations website and global intranet for nine years– Launched numerous global e-commerce applications and

tools– Developed, rebuilt and re-branded numerous websites,

intranets, and other online communications vehicles for a variety of companies

– Created numerous global PR, thought leadership and employee engagements programs that were driven through online communication vehicles

About StrateVantage Communications

• Full-service corporate communications/PR consulting firm: – Community relations/CSR– Crisis communications– Employee engagement, including change mgmt.– Investor relations– Marketing communications, including online – Public relations, including social media– Thought leadership

• Specializes in serving international businesses, both public and private, manufacturers and services

• Currently working on 5 client projects to enhance the effectiveness of internet presence (e.g. websites, microsites, SEO and SEM, social media campaigns) - big area of corporate investment in this economy!

Johnson Controls, Inc.• Founded 1885 in Milwaukee• Wisconsin’s largest public company• 2008 revenues of $38 billion USD• 140,000 employees• 1,300 locations• Diversified industrial– Automotive experience– Building efficiency– Power solutions

• www.johnsoncontrols.com

Darrel Standley• Building efficiency• Director, Global Communications

Operations– Web communications– Brand architecture– Trademarks– Mergers/acquisitions communications

integration

• Technician, instructor, programmer, writer, communicator, consultant, developer, manager, father, husband

JohnsonControls.com

Internationalization

JohnsonControls.de

JohnsonControls.com.br

JohnsonControls.cn

JohnsonControls.com.tr

Secured environments

General eCommerce

Customer eCommerce

LOGO

Panel Questions

Audience Questions

Key Learnings

Thank You

panel discussion podcast and summary

available tomorrow at http://finndigital.com/tradeday200

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