0
E-Business
        Bootcamp
             Tuesday:
Websites, Advertising & Social Media
Websites
Websites


 Grassroots is the
   new normal
   Better to start an e-business with a
   content strategy than a full fledged...
Websites


Utilize free
 services
    Better to start an e-business with a
    content strategy than a full fledged
  store...
Websites


  Have something
       built
  Price varies. Make sure whatever is
  built you have access to manage the
    c...
Websites




Ask to see designs
           “paper prototype”


   Don’t let a designer go ahead and
  start working before...
Websites




  Usability Testing
   Follow the design on paper and set
     up some typical user scenarios.

  “so I want ...
Websites




   Calls To Action
   From every page on your website
  there should be a clear and easy to
   find “call to a...
Websites


    Integration
 Store vs. Content
  Depending on your business you may
   not need the content parts of your
 ...
Websites



   Less Integrated
  If less integrated, you can link to your
       account at a hosted service like
     Sho...
Websites


  More Integrated
   If your website is primarily a store,
   you utilize every chance you can to
    get peopl...
Selling Online
Selling Online



          Two Parts
       Your store would need two
              components:

  1. e-commerce shopping...
Shopping Carts
Shopping Carts



   Build Your Own
  If you only have one or two products
    or services to offer, it’s possible to
  ju...
Shopping Carts

    Shopping Cart
      Software
  There are many, many, many, many
     e-commerce suites out there.
   C...
Shopping Carts

 Payment gateway
 recommendations
     Your chosen payment gateway
     (PayPal, Moneris, etc) will have
 ...
Shopping Carts


Software Installed
  At Your Host
  You purchase e-commerce software
  outright, you get the files, you in...
Shopping Carts



Fully Hosted Stores
   A 3rd party website hosts the entire
    store. You sign up and get instant
  acc...
Shopping Carts




    Hosted inventory management,
     content management, order
    management, payment gateway
       ...
Shopping Carts




           Video A
Shopping Carts


  Lots Of Software
Payment
Gateways
Payment Gateways




  Manual (offline)

  Phone based. Use your site as a sales
   tool to get calls / emails to come in.
...
Payment Gateways




Merchant Account
   Apply through a bank or merchant
       company (Moneris, Chase
  Paymentech, Glo...
Payment Gateways



 Hosted Payments

  Third party website handles all credit
    card processing. More secure but
  your...
Payment Gateways

 Hosted Payments

          Video B
Payment Gateways




    Popular and trusted. Offers two
    options, standard and pro. Both
     accept credit cards with...
Payment Gateways




Website Payments Standard
 Takes customer off of page to pay for
    item(s). Payment is process on
 ...
Payment Gateways




    Website Payments Pro
   PayPal still handles payments but to
    the user it’s seamless. They nev...
Payment Gateways




   Similar to PayPal Standard. Off-site
      shopping cart and payment
   completion. Generally tran...
Payment Gateways




          Video C
PCI Compliance
PCI Compliance




PCI Compliance
   Data Security Standard which
 governs how you handle credit card
 data and encryption...
PCI Compliance




PCI Compliance
   Smaller merchants should use a
 compliant shopping cart or payment
       gateway. If...
PCI Compliance




PCI Compliance
   Smaller merchants should use a
compliant shopping cart or payment
gateway. If you don...
Costs Involved
Costs Involved


    Domain Name
     Registration
     Through GoDaddy or a similar
      service. $10 to $30 a year.
Costs Involved


        Website
      Development
  DIY or with a development company.
   Costs vary wildly depending on ...
Costs Involved




  Website Hosting
   Varies based on the provider. Some
   developers or e-commerce solutions
   may of...
Costs Involved




    Shopping Cart
  The software could be purchased or
   hosted. If purchased, there may be
  no month...
Costs Involved



Payment Gateway
     Merchant accounts and hosted
   options have different plans, usually
   garnishing...
Advertising
Advertising




Google AdWords
        Paid Search Results
                vs.
       Organic Search Results
Advertising
Advertising




Google AdWords
 Placement process is determined by:
 Bid Amount * Page Relevancy Score

  An auction is ru...
Advertising




         Video D
Advertising




Content Networks
  For image ads on content-specific
   niche sites. You discover these
    networks by loo...
Advertising


      Real World
      Integration
   Push your website out via print
channels, real life channels. Integrat...
Social Media
Video E
Social Media


   What Is Social
     Media?
  A website where the content is freely
 contributed by the visitors, rather ...
Social Media


    It’s about
customer relations
   Social media is about listening and
  interacting in communities where...
Social Media

 The "Mom and Pop" businesses in our
 neighborhoods have always followed sound and
 pragmatic business pract...
Social Media


      The Social
     Playing Field
   You’re just a user like any other, so
  act like one. As a business ...
Social Media


    Respect the
  Implicit Contract
 The contract promises that advertisers
 must give you something in exc...
Social Media



      2 Main
   Responsibilities
   For Businesses
Social Media




   1. Engagement
 The only reward of virtue is virtue; the
 only way to have a friend is to be one.
     ...
Social Media



        2. Content
         Creation
   ...with sharing as a goal. Social
  media isn’t broadcast media. C...
Social Media

         But we’re
          boring!
  Passion is the currency of reputation
 economy. Choose the medium tha...
#2 Search Engine
Video F
Video G
100 million in less
 than 9 months.
6 years
400,000,000
  people
Mobile:
100,000,000
monthly users
Why Facebook?
You don’t have to
sell the platform.
Real time
Social ambience
Social Media
  Strategy
Social Media Strategy




  1. Set goals and
  have a strategy
    Facebook vs. LinkedIn vs. Twitter...
Social Media Strategy




    2. Listen and
  learn the culture
   Cultural anthropology -> Participant
               obs...
Social Media Strategy




     3. Hustle and
    spend the time
          Rapport takes effort
Social Media Strategy



     4. “Set and
  Forget” is worse
   than not trying
     Real Time is the new paradigm
Social Media Strategy




     5. Be Flexible
   Facebook has 400,000,000 users...
             since 2004.
Social Media Strategy



       6. Discover
       your metrics
      ROI isn’t clear cut. Count your
     conversations. ...
Free Workshops
  Monthly in Niagara Falls
  SocialMediaNiagara.com
May 27
 Dom’s Restaurant
  St. Catharines
www.smcniagara.com
Niagara Falls E-Business Boot Camp - May 18
Niagara Falls E-Business Boot Camp - May 18
Niagara Falls E-Business Boot Camp - May 18
Niagara Falls E-Business Boot Camp - May 18
Niagara Falls E-Business Boot Camp - May 18
Niagara Falls E-Business Boot Camp - May 18
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Niagara Falls E-Business Boot Camp - May 18

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Notes from night 2 of the Niagara Falls E-Business Boot Camp Seminar Series.

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  • If your e-commerce software and merchant play nice together.








  • Payment card industry.
  • Payment card industry.
















  • Facebook, YouTube, Wikipedia, CBC isn't, but comment sections on CBC's website are, Amazon reviews, Travelosity 


  • Terry O’Riley: implicit contract between advertisers and consumers - promises that advertisers must give you something in exchange for their imposition on your time, attention, and space. Entertainment, solution to problem, ENGAGEMENT. Compare to TV, radio, telemarketing.
  • Entertainment, solution to problem, ENGAGEMENT. Compare to TV, radio, telemarketing.

  • Converse! Be a person! Ask open ended questions.
  • While SM is not a broadcast medium, having content helps keep interest.
  • You have to be passionate. Passion is the currency of reputation economy. Choose medium that’s best for your passionate person.
  • Worlds second biggest search engine. Nov of 2008 got bigger than Yahoo. Other options, Viddler, Vimeo, Blip.tv.


  • FB is about emotion, B2B not well suited. Lifestyle brands (fan of Colgate-Palmolive). Old way was groups. Users have 5000 friend limit, fan pages don’t.
  • Mark Zuckerberg - thefacebook.com -February 4, 2004 for Harvard Students -




  • 140 characters. What are you doing? SOCIAL AMBIANCE. No one is important.
  • what you post now matters to who sees it, in an hour from now? not much

  • Google / Bing pay Twitter to get their feed into search.



  • Don’t just get on the bandwagon. Does it make sense for your business? Is it where your customers are? Spend time researching before creating.
  • Watch people interact. Interact with the service as a person, with a personal account, before you do as a business.
  • Hustle takes time. Building rapport isn’t instant or foolproof.
  • Cross promote across sites, in print. If you’re not active on the service, it’s as if you’re not there. REAL TIME means revisit regularly.
  • Social networks change. Things you’ll rely on change. You don’t have the luxury of time to over strategize.
  • How do you measure ROI? Conversation is qualitative... what’s quantitative? Be careful about “friend counts” count conversations. Tastemakers are valuable.


  • Transcript of "Niagara Falls E-Business Boot Camp - May 18"

    1. 1. E-Business Bootcamp Tuesday: Websites, Advertising & Social Media
    2. 2. Websites
    3. 3. Websites Grassroots is the new normal Better to start an e-business with a content strategy than a full fledged store. Build rapport first, then sell.
    4. 4. Websites Utilize free services Better to start an e-business with a content strategy than a full fledged store that takes months to build. Build rapport first. Utilize free options, then upgrade.
    5. 5. Websites Have something built Price varies. Make sure whatever is built you have access to manage the content on. Any text on the site should be editable by you.
    6. 6. Websites Ask to see designs “paper prototype” Don’t let a designer go ahead and start working before you get the site down on paper first. Don’t let designers make business decisions.
    7. 7. Websites Usability Testing Follow the design on paper and set up some typical user scenarios. “so I want to buy an item... first I click here... then...”
    8. 8. Websites Calls To Action From every page on your website there should be a clear and easy to find “call to action” which may be making a purchase, signing up for a list, etc.
    9. 9. Websites Integration Store vs. Content Depending on your business you may not need the content parts of your website deeply integrated with shopping features.
    10. 10. Websites Less Integrated If less integrated, you can link to your account at a hosted service like Shopify.com and avoid the time & cost of having e-commerce software customized and maintained.
    11. 11. Websites More Integrated If your website is primarily a store, you utilize every chance you can to get people to shop. This ties your content to the particulars of your e- commerce software. Hosted options are still available.
    12. 12. Selling Online
    13. 13. Selling Online Two Parts Your store would need two components: 1. e-commerce shopping cart software (inventory, product listing, purchase) 2. a payment gateway to handle CCs
    14. 14. Shopping Carts
    15. 15. Shopping Carts Build Your Own If you only have one or two products or services to offer, it’s possible to just have a static website with links to PayPal or another 3rd party payment gateway.
    16. 16. Shopping Carts Shopping Cart Software There are many, many, many, many e-commerce suites out there. Choosing one is a major research job. Compare features, prices, hosting options and reviews.
    17. 17. Shopping Carts Payment gateway recommendations Your chosen payment gateway (PayPal, Moneris, etc) will have recommended e-commerce suites that integrate tightly with their services.
    18. 18. Shopping Carts Software Installed At Your Host You purchase e-commerce software outright, you get the files, you install them at your host. Configuring, security, upkeep is up to you.
    19. 19. Shopping Carts Fully Hosted Stores A 3rd party website hosts the entire store. You sign up and get instant access to store utilities, inventory, and customization.
    20. 20. Shopping Carts Hosted inventory management, content management, order management, payment gateway integration
    21. 21. Shopping Carts Video A
    22. 22. Shopping Carts Lots Of Software
    23. 23. Payment Gateways
    24. 24. Payment Gateways Manual (offline) Phone based. Use your site as a sales tool to get calls / emails to come in. Not scalable.
    25. 25. Payment Gateways Merchant Account Apply through a bank or merchant company (Moneris, Chase Paymentech, Global Payments). Your e-commerce software communicates with merchant to verify cards.
    26. 26. Payment Gateways Hosted Payments Third party website handles all credit card processing. More secure but your per-transaction fees are higher.
    27. 27. Payment Gateways Hosted Payments Video B
    28. 28. Payment Gateways Popular and trusted. Offers two options, standard and pro. Both accept credit cards without a merchant account.
    29. 29. Payment Gateways Website Payments Standard Takes customer off of page to pay for item(s). Payment is process on PayPal’s website. Service is free, costs are a based on sales (ie: 2.9% + $0.30)
    30. 30. Payment Gateways Website Payments Pro PayPal still handles payments but to the user it’s seamless. They never leave your website. Service has a subscription cost plus a fee based on sales.
    31. 31. Payment Gateways Similar to PayPal Standard. Off-site shopping cart and payment completion. Generally transactions are 2.9% + $0.30.
    32. 32. Payment Gateways Video C
    33. 33. PCI Compliance
    34. 34. PCI Compliance PCI Compliance Data Security Standard which governs how you handle credit card data and encryption. You are liable for any lost data.
    35. 35. PCI Compliance PCI Compliance Smaller merchants should use a compliant shopping cart or payment gateway. If you don’t...
    36. 36. PCI Compliance PCI Compliance Smaller merchants should use a compliant shopping cart or payment gateway. If you don’t you have to fill out self-assessment questionnaire and submit to periodic security audits.
    37. 37. Costs Involved
    38. 38. Costs Involved Domain Name Registration Through GoDaddy or a similar service. $10 to $30 a year.
    39. 39. Costs Involved Website Development DIY or with a development company. Costs vary wildly depending on the market, developer and what e- commerce solution you’re looking for.
    40. 40. Costs Involved Website Hosting Varies based on the provider. Some developers or e-commerce solutions may offer hosting as part of the fee for using the e-commerce software.
    41. 41. Costs Involved Shopping Cart The software could be purchased or hosted. If purchased, there may be no monthly fees. If hosted there may be no upfront investment.
    42. 42. Costs Involved Payment Gateway Merchant accounts and hosted options have different plans, usually garnishing a certain percentage off each sale along with a monthly subscription.
    43. 43. Advertising
    44. 44. Advertising Google AdWords Paid Search Results vs. Organic Search Results
    45. 45. Advertising
    46. 46. Advertising Google AdWords Placement process is determined by: Bid Amount * Page Relevancy Score An auction is run on every search.
    47. 47. Advertising Video D
    48. 48. Advertising Content Networks For image ads on content-specific niche sites. You discover these networks by looking at your competitors, similar niche sites.
    49. 49. Advertising Real World Integration Push your website out via print channels, real life channels. Integrate your physical and e-marketing.
    50. 50. Social Media
    51. 51. Video E
    52. 52. Social Media What Is Social Media? A website where the content is freely contributed by the visitors, rather than the publisher.
    53. 53. Social Media It’s about customer relations Social media is about listening and interacting in communities where you don’t set the rules.
    54. 54. Social Media The "Mom and Pop" businesses in our neighborhoods have always followed sound and pragmatic business practices, rooted in developing, maintaining and strengthening relationships with customers... They listened to their customers and used their suggestions to improve the business. They provided great service and found ways to thank their clientele. Social media is really nothing more than the simple application of these business practices in a digital form. Manish Mehta - Dell
    55. 55. Social Media The Social Playing Field You’re just a user like any other, so act like one. As a business you don’t have any special privileges unless you pay for them.
    56. 56. Social Media Respect the Implicit Contract The contract promises that advertisers must give you something in exchange for your imposition on people’s time. What value do you provide?
    57. 57. Social Media 2 Main Responsibilities For Businesses
    58. 58. Social Media 1. Engagement The only reward of virtue is virtue; the only way to have a friend is to be one. -Ralph Waldo Emerson 
    59. 59. Social Media 2. Content Creation ...with sharing as a goal. Social media isn’t broadcast media. Create to share, to teach, to entertain.
    60. 60. Social Media But we’re boring! Passion is the currency of reputation economy. Choose the medium that fits best...
    61. 61. #2 Search Engine
    62. 62. Video F
    63. 63. Video G
    64. 64. 100 million in less than 9 months.
    65. 65. 6 years 400,000,000 people
    66. 66. Mobile: 100,000,000 monthly users
    67. 67. Why Facebook? You don’t have to sell the platform.
    68. 68. Real time
    69. 69. Social ambience
    70. 70. Social Media Strategy
    71. 71. Social Media Strategy 1. Set goals and have a strategy Facebook vs. LinkedIn vs. Twitter...
    72. 72. Social Media Strategy 2. Listen and learn the culture Cultural anthropology -> Participant observation
    73. 73. Social Media Strategy 3. Hustle and spend the time Rapport takes effort
    74. 74. Social Media Strategy 4. “Set and Forget” is worse than not trying Real Time is the new paradigm
    75. 75. Social Media Strategy 5. Be Flexible Facebook has 400,000,000 users... since 2004.
    76. 76. Social Media Strategy 6. Discover your metrics ROI isn’t clear cut. Count your conversations. Influence people.
    77. 77. Free Workshops Monthly in Niagara Falls SocialMediaNiagara.com
    78. 78. May 27 Dom’s Restaurant St. Catharines www.smcniagara.com
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