NCE forum puts digital, social media market conversion at centre of export strategy

The National Chamber of Exporters (NCE) brought together some of the country’s leading voices in digital and social media marketing at its pinnacle forum Business Conversion and Global Reach through Social Media Platforms, held at Cinnamon Grand Colombo. 

These experts in optimising social media strategy, discussed the full spectrum of how Sri Lankan exporters can use conversion marketing to win international customers. 

The session was moderated by LINERasia Founding Chair veteran Professor Rohan Samarajiva. The panel featured Meta Head of Public Policy Central Asia, Mongolia and Sri Lanka Senura Abeywardena, nVentures Pte Ltd Managing Partner Chalinda Abeykoon, The Hackvertising Network Founder Shalendra Mendis, digital and data-driven strategist, lead trainer and independent consultant Gayathri Seneviratne and Roar AdX Regional Vice President Client Success Udara Dharmasena. 

The forum focused on key areas such as reaching the right audience globally, unlocking the power of social media platforms, mastering social media algorithms, turning engagement into conversions, making digital and social media a core business strategy and optimising for maximum performance through targeted engagement. Discussions ranged from discoverability, visibility and storytelling, to AI optimisation, affiliate marketing, trust-building and conversion. 

The broader takeaway from the discussion was that digital and social media should no longer be treated as a side tool but rather as a core business strategy to scale global expansion. The discussion drew out a range of insights from across the industry. 

During the discussion, Prof. Samarajiva highlighted the evolution of e-commerce and explained the framework of digital and social media strategy. The first and foremost element of this framework is being discovered by the buyers.  

Abeywardena noted that video content accounts for around 60 percent of time spent on Meta’s platforms and plays a direct role in purchase decisions. He described Meta as an ecosystem built to help businesses get discovered and to use content to keep that discoverability going. 

Seneviratne pointed out that export decisions are rarely impulse decisions and they span search engines, video content and professional networks. She also noted that the ecosystem was already disrupted and in use.

“Sri Lanka has infrastructure and easy accessibility to data compared to other markets in the region. We must work on educational awareness on how to effectively use these platforms.” 

Dharmasena noted that for Sri Lankan exporters, the gap is not in the product but in how those products are marketed across borders and that the approach has shifted from selling to countries to selling to communities. 

On paid strategy, Mendis highlighted that good content without investment behind it will struggle to compete.

“Going the full organic route is not enough to compete and if the content is good, that is exactly the reason to put money behind it.” 

Abeykoon focused heavily on the B2B side, where LinkedIn plays a direct role in reaching decision-makers. His point on trust was clear.  The more information a business puts forward upfront, the easier it is to build confidence with a buyer and once that groundwork is laid, conversion naturally follows.

During the forum’s interactive segment, the exporters in the audience interacted keenly and raised practical questions on digital and social media marketing strategy. 

The forum saw broad participation and strong engagement from exporters, CEOs, directors, senior management and marketing strategising team members seeking to improve their digital marketing capabilities in global markets.