Export Communication Network

Darrin Vouch, Coordinator, Export Communication Network, Department of Innovation, Industry and Regional Development, PO Box 4509RR, Victoria, 3001. Email: darrin.vouch@iird.vic.gov.au

Judith Moloney, Information Manager, Department of Innovation, Industry and Regional Development, Email: judy.moloney@iird.vic.gov.au

Introduction

The Export Communication Network is an initiative of the Victorian State Government. The objective of the network is to distribute targeted "export" information to network members, utilising an innovative e-marketing tool for efficient communications.

The Export Communication Network (ECN) operates out of the Business Information & Research Unit. Introduction of the ECN is enabling us to reposition our strategy for providing knowledge services, which have focused more on combining disciplines of information management, knowledge management and strategic learning for internal client service delivery, to offering enhanced services to our external industry client group.

The Service

The Export Communication Network is an export information dissemination service, which incorporates a sophisticated search function that allows data to be manipulated into subsets from a backend database and uses that subset to then distribute the information "sets" in the form of SDI bulletins to a targeted audience. Members that register on the database supply details about their organisation to enable future automatic construction of recipient profiles. The profiles consist of information such as destination market of interest and/or industry interests and expertise, and forms the basis for customising the bulletins that they will receive.

Bulletins are compiled of a variety of export-related pieces ranging from 'business diary' type information to market intelligence. The network also captures intelligence from individual network members by providing a dedicated email address as an input channel for sharing of export market information. This function assists both in creating the community and in increasing relevancy and currency of content across the network.

Procedural flow-chart for the Export Communication Network

An Innovative Solution

The system comprises three separate parts that integrate functions:

1) Online registration form
2) Backend administration database
3) Mass mail-out client

Online registration

Registrations for the network are submitted via a website. Manufacturers fill in an online registration form constructed using Lotus Domino. The output from the registration process is dynamically linked to the backend Lotus Notes administration database. Lotus Notes is the Whole of Government system used in Victoria. Choice of this system was to accord with that initiative.

Quality Control There are a number of mandatory fields as well as error-handling features to validate data. Fields containing incorrect data, (for example, fixed-length numeric only fields such as ‘ABN’ and ‘Postcode’) are re-presented to the user for amendment before the registration process can proceed.

Once registration is completed, the data is submitted automatically to the backend administration database. Members are sent an automated acknowledgment via email, confirming registration.

Backend Administration Database and Mass Mailout Client

The custom database, built in Lotus Notes, is an advanced administration/processing system that stores all the registered user’s details and also houses a complex search function. The two main functions of the database are:

to create SDI bulletins for email distribution (known as communication pieces)
to manipulate user registrations into custom subsets to "match" communication pieces

Each communication piece that is inserted into a bulletin has an identifiable subset of members to be reached, a criteria that has been a fundamental aim since the project's initiation. To create unique and responsive subsets a complex search function has been built into the database. This search function enables the creation of complex search strings to define a specific subset of members incorporating parameters that combine not only the content but also the issue behind the communication piece, with the interests of the target set.

Creating customised news bulletins

News bulletins are created using a GUI interface for inclusion of images, attachments and all HTML formatting through the Lotus Domino interface. Emails are then sent in a MIME format to allow the Lotus Domino markup language to be capable of translation by all email packages.

Data manipulation

All registration details are fully indexed and are searchable in any field. Searches incorporate boolean logic so that the administrator can expand or more narrowly define aspects of the subset to create a targeted bulletin.

This feature required some negotiation with the software development team who took the view that a straightforward keyword-only search ability would be sufficient to perform the creation of member subsets. The feature has proved to be an essential element of the database's functionality and in achieving the aim of truly customised and targeted SDI bulletins that capture the interest of the reader.

Complex or repetitive search strings can be saved and reloaded to streamline access to search routines. Preformatted lists that sort users by a range of categories are programmed into shortcut buttons. These lists enable fast selection of user subsets for generic profiling of network members. For instance, all users who have designated their industry by an ANZSIC code or by target country or market of interest are automatically grouped together.

There are three subset groups accessed by menu buttons. New subsets can be created from search strings.

Export Communication Network desktop

After executing an appropriate search strategy the administrator is automatically presented with a unique subset of registered members by the system as the recipients in a mass mailout.

The backend database automatically attaches a mailout history that lists all bulletins by date cross-referenced by individual recipient. Individual mailout histories are accessed from a screen view that details all profile options selected at registration. This feature enables the administrator to view the mailout history by date, both for evaluation and to monitor and manage the volume of bulletins that members are receiving.

Member details screen

Implementation

The Export Communication Network commenced operation in November 2002 and currently has 250+ members. The innovative software system has allowed communication with and between company clients in a cost-effective and efficient manner. It has added value as a demonstration product for members of an e-marketing strategy and how this tool could also be adapted to meet their own business goals.

Next Steps

Promotion of insights from the Export Communication Network as an e-marketing demonstration program. By making a poster presentation to AusWeb participants we hope to stimulate some discussion and ideas for e-marketing advocacy among Victorian manufacturers.

"Always on, always aware" - The next major challenge for the service will be to encourage the development of the Export Communication Network community. We are about to commence a program of co-operation with employer associations that offer international trade briefings, new emerging export seminars etc. (and some more), with places offered both as incentives to encourage membership, but more fundamentally as the basis of virtual exporters toolkit to be offered, via password access, on a new ECN website. We are trialing virtual reference software as a feature of the site and plan to incorporate online forums partnering with an international keynote speaker program run by the Victorian Government, Office of Manufacturing.

The Export Communication Network will work to facilitate the exchange of intelligence, unbounded by traditional definitions of commercial exchange, through both technical and cultural solutions.

Copyright

Darrin Vouch, © 2003. The authors assign to Southern Cross University and other educational and non-profit institutions a non-exclusive licence to use this document for personal use and in courses of instruction provided that the article is used in full and this copyright statement is reproduced. The authors also grant a non-exclusive licence to Southern Cross University to publish this document in full on the World Wide Web and on CD-ROM and in printed form with the conference papers and for the document to be published on mirrors on the World Wide Web.