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ICTA CEO Muhunthan Canagey delivering the keynote address at the CCC Economic Summit third session under the theme ‘Diving Exports – Use of Social Media and Technology’ said the whole social space is not only for the urban people, it’s about a complete inclusion of an entire society as an entire nation. 

“Traditionally countries and people have looked into large advertising agencies to achieve global presence, but today there is no limitation with regard to that – you could have your own page, you don’t need technological infrastructure. Sothere’s no limitation. As of 30 June there were 1.49 Facebook users who would interact and shop with you. We understand the limitation was connectivity and that’s why we are making sure that the Government is making soft infrastructure to provide broadband to all Sri Lankans.”

$50 billion export target

“I think the $50 billion is a very easy challenge. We always think it’s a big problem and we go for big solutions. The solution is not big, the solution is a simple idea. When a lot of exporters try to reach out to markets, what do they do? They complicate it with many products instead of going with one product and that is something they need to understand. You need to have one product even as low as $1 and you have 10 companies targeting that number and you sell it to this particular audience, you would reach a $50 billion target.”

How to get there

“First of all you need to listen and need to know where your product would fit in. Then you need to focus on the people. The social space doesn’t mind if you are big or small; when you have the equal opportunity to play, your voice will be heard. Thirdly, we need to be objective. Most corporates try to switch digital media space into the marketing departments which doesn’t work that way. You need an entire organisational culture if you want to achieve that. True, it can be handled by two or three people, but the concept has to be inculcated into the mindset of the entire workforce of the organisation. 

“Next elements are content and technology. Keep the content simple and show it as it is, while using the available social media tools. You do not need a special or a new application to market your products. Utilise what’s freely available. Finally it is engagement which would be explained in three Cs —connection, conversation and conversion.”

Applying it to exports

“There are no borders in the social media space, so why don’t we be in it? Research, understand the outcome of research, use the right tools, use the right vocabulary targeting specific markets with more transparency are key tips to reach your export targets. It’s not about the buffet you present, but the a la carte menu that you display. Towards exports of $50 billion we got to change the way of thinking. Everyone has to be a part of this eco system because competition is not local, it is global. If you don’t do it now, people from other parts of the world will do it.”