folie 1 the centrality of good information to effective facilitation rené siegl istanbul aba –...
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Folie 1
The Centrality of Good Information to Effective Facilitation
René Siegl Istanbul ABA – Invest in Austria May 2, 2013
Folie 2
Who We Are
Consulting company (limited liability) for international investors owned by the Ministry of Economic Affairs
25 experienced employees
National network
The World Bank named ABA as the world's top performer in GIPB 2009
Folie 3
ABA – Structure: Geographic Plus Sector-Specific Responsibility
Managing Director
Germany South / Environmental technology, Renewable Energy
Germany North / Life Sciences
Western Europe /Financial Services
UK, Asia / Automotive
Italy, South Eastern Europe / IT, Telecom
Central and Eastern Europe /Corporate Development Services
Co
mm
un
ication
s / PR
, Ad
vertising
North America / Tourism
Folie 4
Facts & Figures
Currently more than 3,000 inquiries and 650 projects in the pipeline
Results 2012
201 companies
282.4 m Euro investment
2,385 new jobs
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Number of Successful Projects120
74
82
107
124
152
201
256
158
198
183
201
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Folie 6
Successful Projects by Origin
Seminars 17Aftercare 14
Website 13
Direct Marketing 12
Trade Delegations 11
Tele Marketing 6
Others 41
Consultants 34
Multipliers 53Results 2012
Folie 7
Internal Exchange of Information
ABA Wiki Research results that may be useful for others “fed” by everyone
“S-Drive” / Sharepoint Processed and branded information
(Proposal, brochures, etc.), ready for use Responsibility: Info Management / PR
Library / Filing cabinet Books and newspaper articles on relevant topics Responsibility: Info Management
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Information Offerings for Investors
Website
Brochures
Proposal
Newsletter
Social Media
Folie 10
Website Austria as a business location
Sector-specific information
Research location Austria
Basic information on how to set up business in Austria
7 languages
2012: 4.5 m clicks, 233,000 visits
Charts – international rankings + comparisons
Videos: Testimonials of international companies in Austria
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Most Frequently Viewed PagesStarting Business in Austria (15 % of visits)
About ABA – What we can do for investors (13 %)
(Research) News from Austria (10 %)
Corporate Development (7 %)
Sectors (5 %)
Automotive IndustryEnvironmental Protection & Renewable EnergiesTourism Life SciencesICTMechatronics
Downloads (3.5 %)
Taxes (2.5 %)
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How Do We Direct Investors to the ABA Website?
AdwordsConstant refinement of keywords and adaption of text and titles
Direct MarketingType: Business letter Online reply forms
Advertising
LinksAustrian Trade Delegations, Official Austrian Websites
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What was NOT Successful?
Ads combined with microsites for special topics
Banners on business magazine websites
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Brochures
General information on Austria as a business location
Information on target industriesImage brochures
Many photos
Text plus charts
Starting Business in Austria / Tax Aspects of Investing in Austria
In cooperation with lawyers and tax advisors
Plain text
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Proposal
Standardized information for ready use
Most frequently used topics, like taxes, stability, education, etc.
Text plus charts
ABA branding
Organized and regularly updated by Info Management
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Newsletter
Bi-weekly
8,500 subscribers
Economic developments
International companies in Austria
Research results
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Social Media I
Wikipedia 7 languages
LinkedIn / XingCorporate pagesStaff already active on
these platforms links to the ABA pages
Twitter“Recycling” of Austrian
business news Approx. 170 followers: journalists, (Austrian) multipliers abroad
Tweets in English
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Social Media II
Slideshare
Upload of presentations and brochures
used 32,500 times
YoutubeInternational companies tell
about their experiences with the business / research
location Austria
ABA directors tell investors about service offerings (German, English, Italian, French,
Russian)
2,600 views in 2012
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Content & Info Management
Who? 3 part-time jobs (approx. 55 hours / week)
Website: 10 hours / week External technical support
What ?Researching, processing, writing,
branding, producing, spreading
How ?Reading of (international) newspapers /
business magazinesContact with multipliers / information
providersTargeted research