2Phase3 Seminar oct 2013


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2Phase3 Seminar oct 2013

  1. 1. Seminar Goals  What type of site do you need, basic, complex? Creating a website Selecting and registering a domain name? Developing a site do’s and don’ts Hosting options  Marketing your site     How You Can Profit From E-Business
  2. 2. Types of sites •Informational – www.boumstrategies.com www.mashable.com •E-commerce – www.canadiantire.ca www.bestbuy.ca •Blogs - http://www.2phase3.blogspot.ca/ •Mobile – www.dudamobile.com How You Can Profit From E-Business
  3. 3. Tools •Wordpress – www.wordpress.com Free to ??? •PROS: • Good selection of templates free and paid • Very flexible and customizable • Can arrange for your own hosting • Thousands of extensions and addins •CONS • Knowledge of html and css helpful for custom things • Need to test free extensions and templates • Someone else might use the same free template How You Can Profit From E-Business
  4. 4. Tools •WIX – www.wix.com Free -24.95/month •PROS: •Good selection of templates •Drag and drop functionality •Fairly easy to get help •CONS •Advertising is visible on free version •Can’t change templates. •NOt designed for complex sites or e-commerce How You Can Profit From E-Business
  5. 5. Tools •weebly – www.weebly.com (0 to 25$ /month) •PROS: •Little pressure to upgrade •Drag and drop functionality •Good selection of templates and more added often •CONS •Not advanced enough fpr e-commerce sites •Limited number of designer quality templates. •Limited Blog functionnality and features How You Can Profit From E-Business
  6. 6. Tools •Shopify – www.shopify.com (14$ to 179$ /month) •PROS: •Lots of professional templates •Flexible and good selection of apps to extend your site •24/7 support •CONS •Charges 1-2% in addition to monthly fee •Lots of apps but not all free. (Freshbooks = 31,99$/mth) •Ore difficult to customize do to proprietary language (liquid) How You Can Profit From E-Business
  7. 7. Selecting a Domain name 1. Brainstorm your Keywords 2. It should be unique 3. Can have multiple domain names for the same site 4. Make it easy to type and read (dashes « - » are OK but use with caution) 5. Get the .com and .ca 6. Keep it as short as possible How You Can Profit From E-Business
  8. 8. Registering a Domain name 1. Use a well know registrar www.domainsatcost.ca www.godaddy.com 2. Make sure to list yourself as the admin contact 3. Use an email you expect will be valid for years. How You Can Profit From E-Business
  9. 9. Hosting options 1. Use a reputable host. Check reviews before signing up www.1and1.com www.godaddy.com 2. Should get everything you need for around 10$/month 3. Speak to some of their clients to confirm uptime (don’t take their word for it) How You Can Profit From E-Business
  10. 10. Choosing a web developer 1. Get an estimate form at least three companies. 2. Ask other businesses who clients. 3. Check references 4. Confirm what is included (hosting, support, maintenance) 5. If they offer SEO get a detailed list of what they will do every month. How You Can Profit From E-Business
  11. 11. E-Business “Buying and or selling of goods and services over electronic systems such as the Internet.”      Virtual storefronts Business transactions (Paypal, Square, etc) Marketing and advertising Customer support (Zappos) Procurement and sourcing (Merx, bidmyreno.com) How You Can Profit From E-Business
  12. 12. Improved efficiency       Email promotional campaigns (permission based) Online purchases with payment processing Detailed description of your products and services Detailed explanation of shipping, services delivery, etc. Online customer support (FAQ, etc.) Solicit feedback concerning your services. How You Can Profit From E-Business
  13. 13. Better communications  Newsletters  Social media (immediacy)  Blogs  Email using your domain name instead of @gmail or @hotmai How You Can Profit From E-Business
  14. 14. Do Canadians buy online?       In 2010, Canadians placed nearly 114 million orders while shopping online. $15.3 billion. Travel arrangements were made by 55% of online shoppers, 48% of shoppers purchased tickets for entertainment events. When paying for purchases, 89% of shoppers used a credit card online, and 31% used an online payment service. Most shoppers (83%) placed orders from companies in Canada, while 60% ordered from vendors in the United States, and 18% from vendors in other countries. Nearly three-quarters (74%) of Internet users window-shopped online or browsed for information on goods or services without necessarily placing an order. Of those who did not place an order, nearly one-third (32%) said that the main reason was that they had no interest, while one-quarter (26%) preferred to shop in person, and almost one-fifth (19%) cited security concerns. How You Can Profit From E-Business
  15. 15. Increased visibility  Most of the traffic to your site comes form a search engine. How You Can Profit From E-Business
  16. 16. Increased visibility 5.30% 86.3% 3.13% How You Can Profit From E-Business
  17. 17. Increased visibility Paid advertising Organic results How You Can Profit From E-Business
  18. 18. Increased visibility  Your position in Google depends on approx 150 different aspects of your site  Your position will be affected by your sector of activity  No one can legitimately guarantee first position ranking It can take a week, 6 months or more It is an on going (never ending process)  You are able to affect your position yourself (be careful with SEO companies) Keywords and phrases Inbound links  You must continue to use traditional promotional efforts How You Can Profit From E-Business
  19. 19. Creating Buzz How You Can Profit From E-Business
  20. 20. Show dependability and inspire confidence  The first thing people do is visit your website no matter how they heard of you:     Referrals Yellow pages Networking – business card Found online You must make certain they stay and take an action! How You Can Profit From E-Business
  21. 21. Show dependability and inspire confidence How You Can Profit From E-Business
  22. 22. More leads = more sales Once people are at your web site you need to engage them rapidly  Calls to Action must be prominent Buy now Book an appointment Register Sign up More information button How You Can Profit From E-Business
  23. 23. Write good content  How users read on the web     They don’t People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word. How You Can Profit From E-Business
  24. 24. Write good content  F shaped pattern for reading web content  This dominant reading pattern looks somewhat like an F and has the following three components:  Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar.  Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar.  Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem. How You Can Profit From E-Business
  25. 25. Write good content  How users read on the web How You Can Profit From E-Business
  26. 26. Write good content  As a result, Web pages have to employ scannable text  highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)  meaningful sub-headings (not "clever" ones)  bulleted lists  one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)  The inverted pyramid style, starting with the conclusion  half the word count (or less) than conventional writing How You Can Profit From E-Business
  28. 28. SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  29. 29. SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
  30. 30. SOCIAL MEDIA DEFINED Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o o Podcasts o Real Simple Syndication (RSS)
  31. 31. SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  32. 32. SOCIAL MEDIA DEFINED “It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto
  33. 33. SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
  34. 34. SOCIAL MEDIA DEFINED • Younger users (under 45) use these sites for socializing • Older users use these sites to obtain and share information • Youth (12-17) use these sites for entertainment
  35. 35. SOCIAL MEDIA DEFINED Social media can help you in all stages of marketing, selfpromotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
  36. 36. SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower
  37. 37. SOCIAL MEDIA DEFINED Reach o Website visits / views o volume of reviews Engagement & Influence o Sentiment of reviews and comments o Incoming links o Action & Insight o o Sales inquiries o New business o o Customer satisfaction o o o and comments Brand affinity Commenter authority/influence Time spent Favourites / Friends / Fans Viral forwards Number of downloads and loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  38. 38. SOCIAL MEDIA DEFINED Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
  40. 40. KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  41. 41. KEYS TO SUCCESS 1. Discovery (people, competition, and search engines) 2. Strategy (opportunities, objectives) 3. Skills (identify internal resources and gaps) 4. Execution (tools, integration, policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  42. 42. KEYS TO SUCCESS o Find where your audience is participating and identify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  43. 43. KEYS TO SUCCESS o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
  44. 44. KEYS TO SUCCESS Amelia Arlington
  45. 45. KEYS TO SUCCESS 56 unanimous responses in under 4 minutes from YouBeMom.com
  46. 46. KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  47. 47. KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  48. 48. KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  49. 49. KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  50. 50. KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  51. 51. KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
  52. 52. KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  53. 53. KEYS TO SUCCESS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Experiment with social media Make a plan Listen Be transparent & honest Share your content Be personal and act like a person Contribute in a meaningful way See criticism as an opportunity Be proactive Accept you can’t do it all yourself
  54. 54. 3 TAKE AWAY MESSAGES 1. Word of Mouth peer-topeer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest