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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 Communications / PR, Advertising 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
Folie 5 Number of Successful Projects
Folie 6 Successful Projects by Origin Results 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
Folie 8 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
Folie 11 Most Frequently Viewed Pages Starting 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 Industry Environmental Protection & Renewable Energies Tourism Life Sciences ICT Mechatronics Downloads (3.5 %) Taxes (2.5 %)
Folie 12 How Do We Direct Investors to the ABA Website? Adwords Constant refinement of keywords and adaption of text and titles Direct Marketing Type: Business letter Online reply forms Advertising Links Austrian Trade Delegations, Official Austrian Websites
Folie 13 What was NOT Successful? Ads combined with microsites for special topics Banners on business magazine websites
Folie 14 Brochures General information on Austria as a business location Information on target industries Image 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
Folie 15 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
Folie 16 Newsletter Bi-weekly 8,500 subscribers Economic developments International companies in Austria Research results
Folie 17 Social Media I Wikipedia 7 languages LinkedIn / Xing Corporate pages Staff 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
Folie 18 Social Media II Slideshare Upload of presentations and brochures used 32,500 times Youtube International 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
Folie 19 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 magazines Contact with multipliers / information providers Targeted research
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