E-Commerce 2.0
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E-Commerce 2.0—90 Days to ...

E-Commerce 2.0—90 Days to
Making a Profit With Your Website
Detrick DeBurr, Center for Nonprofit Management, Dallas
With e-commerce, the Internet has created a huge new marketplace, the virtual main street of the world. Through even the toughest of economic times, online sales continually grow. Google Analytics
Audience: Executive Staff, Program Staff, Volunteers

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  • SLIDE 2: WELCOME/INTRO (:05) Introduce yourself… talk about your computer technology background and your experience as planning and zoning commissionerSLIDE 3: Knowledge/Temperature Check / Feel out the audience (:10) My understanding is that all of you are from not for profit organizations, correct? Show of hands… how many of you are using the power of the internet to support your organization? How? {select random folks around the room} Show of hands… how many of you believe you could be using it even more productively?SLIDE 4: Describe Scenario (either from one of their cases or the one you made up)SLIDE 5: Agenda/Purpose of Preso/WIIFM (:15) For the next 90 minutes we will talk about how we can apply certain steps to “John’s” situation to help him stay employed or at least achieve some of his organization’s goals…SLIDES 6 - 15: Presentation (:45) – 12 slides, PLUS Google Analytics demonstrationSLIDE 16: Q&A (:15)SLIDE 17: Thank you!
  • You’re probably asking yourself… Why the hell should I listen to you??? A couple of things might come to mind. How will this help me/my organization??? AND, what does this have to do with public lands??? Those are all very valid questions …Next slide: SCENARIO
  • Create a scenario/problem. Paint a picture.“John has 90 days to …. Or he will be fired. What can he do?”Steps… next slide
  • [address title] Ecommerce 2.0 – 90 days to make a profit with your website. HOLD UP! I thought we were all non-profits? Why would we be interested in generating a profit???[Public lands arena –]Being a former planning and zoning commissioner, I’ve heard cases about land use and using it for the best public and private use with the primary goal of protecting a landowner’s right to get a return (yield) from their land and struggling to keep that balance between the two. It’s easy in the case of private land. It’s all about the yield. But let’s talk about public lands, which is thought to be solely for the public good. Yet it still has to be paid for. How do public parks pay for themselves? No one builds parks or monuments for profit… how do we balance the economic value? The FOR profit entities can yield… they have to obtain a piece of land in building yield for the land… WE understand the intrinsic value of the land… but WHO pays for it???
  • ADJUST to the changing world of the Internet, not excluding non-profits. THINK LIKE A FOR-PROFIT… Can’t do it the way you used to do it… [Graphic of TOTO..NOT IN KANSAS ANYMORE]
  • TRACK your sales and service, and charitable progress….
  • LEARN how e-commerce and,even perhaps, Web stores have sparked a revolution in consumer spending habits, and how they can fit into your overall philanthropic plan.
  • BUT HOW? How do I track all this stuff?Intro… Google AnalyticsCreate a GA AccountInstall GA JavascriptSetup Funnels/GoalsRedesign High Bounce Rate PagesRegularly Monitor Reports
  • Create a GA AccountInstall GA JavascriptSetup Funnels/GoalsRedesign High Bounce Rate PagesRegularly Monitor Reports
  • Create a GA AccountInstall GA JavascriptSetup Funnels/GoalsRedesign High Bounce Rate PagesRegularly Monitor Reports
  • Create a GA AccountInstall GA JavascriptSetup Funnels/GoalsRedesign High Bounce Rate PagesRegularly Monitor Reports
  • Create a GA AccountInstall GA JavascriptSetup Funnels/GoalsRedesign High Bounce Rate PagesRegularly Monitor Reports
  • What questions can I answer for you?
  • THANK YOU!The end…

E-Commerce 2.0 Presentation Transcript

  • 1. Welcome
    Association of Partners for Public Lands
    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~
    E-Commerce 2.090 Days to Making a Profit
    with YOUR Website
  • 2. Detrick DeBurr
    detrick.deburr@digitalrhythm.net
    www.digitalrhythm.net
    214-490-6549
  • 3. E-Commerce 2.090 Days to Making a Profit with YOUR Website
  • 4. Scenario
  • 5. 90 Days to Making a Profit with Your Website
    90 Days to Generating Revenue with Your Website
    • ADJUST to the changing world of the Internet, not excluding non-profits.
    • 6. TRACK your sales, service and charitable progress….
    • 7. LEARN – let’s get smarter about what we are doing
    • 8. HOW?
  • ADJUST
    Think like a FOR-PROFIT
    Move from “systems of record” to “systems of engagement”
  • 9.
    • User Activity
    • 10. SEO
    • 11. Website Goals
    TRACK
  • 12. L
    E
    A
    R
    N
    • Intelligence Drives All Decisions
    • 13. Intelligence Helps Us Focus
    • 14. Knowledge Begets Knowledge
  • 15. Hmmm… what about GOOGLE ANALYTICS?!
  • 16. STEPS…
    5. Regularly Monitor Reports
    4. Redesign High Bounce Rate Pages
    3. Setup Funnels/Goals
    2. Install Google Analytics Javascript
    1. Create a Google Analytics Account
  • 17. How Do I Use Google Analytics?http://www.google.com/analytics
  • 18.
  • 19. Google Analytics Tracking Code
    <script type="text/javascript">vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script>
    <script type="text/javascript">try{varpageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();} catch(err) {}</script>
  • 20. Google Analytics Tracking Code
    <HTML>
    <TITLE>My Title</TITLE>
    <BODY>
    <script type="text/javascript">vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script>
    <script type="text/javascript">try{varpageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();} catch(err) {}</script>
    </BODY>
    </HTML>
  • 21. Google Analytics Goals
  • 22. Google Analytics Sample Report
  • 23. STEPS (recap)…
    5. Regularly Monitor Reports
    4. Redesign High Bounce Rate Pages
    3. Setup Funnels/Goals
    2. Install Google Analytics Javascript
    1. Create a Google Analytics Account
  • 24. Steps 3 - 5
    Goals
    Re-design
    Hi-Bounce
    Monitor Reports
  • 25. 90 Day Timeline
  • 26. 90 Days to Making a Profit with Your Website
    90 Days to Generating Revenue with Your Website
    WHAT HAVE WE DISCUSSED TODAY?
    • The need to ADJUST.
    • 27. The need to TRACK your sales, service and project progress.
    • 28. The need to LEARN and understand how using the available tools can help your overall philanthropic plan.
    • 29. HOW to use the GOOGLE Analytics tool to help you see how well your website is performing for you!
  • 30. Thank you for your daily efforts and commitment engaging the public in caring for our nation’s natural and cultural resources!
    Detrick DeBurr detrick.deburr@digitalrhythm.net
    214-490-6549 www.digitalrhythm.net