Brian Duffy<br />http://ie.linkedin.com/in/ebusinessmatters<br />Education<br /><ul><li>University of Limerick
Glasgow Caledonian University</li></ul>Work Experience<br /><ul><li>NEC
Siemens
Microsoft
Enterprise Ireland
Web Design
eCommerce and Internet Marketing</li></li></ul><li>What We’re Going to Cover<br /><ul><li>WhatPeople & Businesses Do Online
How Websites and Search Engines Work
How to do Market Research: Getting to know your Customers & Competitors
How to Setup a Website
How to get the best deal on the right design for your site
How to Manage a Website
Google Analytics
Connecting With Customers (Blogging, Social Media, Newsletters)
Getting found on search engines (Search Engine Optimization)
Getting Visitors and Maximising Sales</li></ul>Notes Available on www.ebusinessmatters.com<br />
What People do on the Web<br />
What People do on the Web<br />Socialise & Network<br />Research Products and Services - and make buying decisions<br />Pu...
The Point is…<br />Web users are your Customers<br />Buying decisions are being made online<br />You pay for ads in newspa...
The Social Web<br />
How do People Socialise Online?<br />Community Forums<br />Boards.ie<br />Social Networking<br />Facebook, Twitter<br />So...
Social Relevancy<br />People don’t want to look at websites only. People want to see what other people are saying about co...
Community Forums<br />
How Discussion Forums Work<br />Some are general (E.g. boards.ie)<br />Others are specific to a particular niche (E.g. Dig...
Community Forums: Boards.ie<br />“Boards.ie currently pushes out 45-50 page requests per second and has more than 5,000 us...
 Social Networking<br />
What People Do on Facebook<br />Share and Browse through photos<br />Share interesting / funny videos, music and articles ...
Social Networking: Facebook<br />More than 500 million active users<br />50% of our active users log on to Facebook in any...
Other Social Networking Sites<br />Linkedin – Business Networking for Professionals<br />Weedle – New Irish Website – Simi...
  Blogging<br />
People who blog<br />People like to write about what they are passionate about<br />Blogs allow anyone to publish their ow...
A Blog about Celebrities<br />
A Blog about Fashion <br />
People like to voice their opinion (especially from the comfort and anonymity of home)<br />Blogging is quick and easy<br ...
Researching<br />
“Nearly all consumers (97 percent) now use online media when researching products or services in their local area”<br />ht...
How People do Research Online<br />Search using Search Engines<br />Results include blogs, forums, review sites, business ...
The Research Opportunity<br />By understanding how people research products and services online you can influence their de...
Search Engines<br />Search Engines are central to how people interact with the web<br />People search using Search Engines...
Business Search<br />
Product / Service Comparisons<br />
Product / Service Review Sites<br />
Product / Service Review Sites<br />
Buying<br />
How People Buy Online<br />Classified Ad Sites (Gumtree, donedeal.ie, craigslist)<br />Brokerage Sites (ebay, etsy, cafepr...
Amazon<br />In 1995, Amazon.com sold its first book, which shipped from Jeff Bezos' garage in Seattle. <br />On its peak d...
Other Online Buying Mechanisms<br />Phone <br />Email<br />Online bookings / reservations<br />Simple Shopping Carts (i.e ...
What Businesses do on the Web<br />
Drive traffic to a great website that sells effectively<br />Search Engine Optimization, PPC, Social Media, Blogging<br />...
The ebusiness Cycle<br />
Business Networking<br />The Internet makes it easy connect with other businesses and professionals<br />Post on other peo...
Build Customer Relationships<br />The Internet makes it easy to build customer relationships. <br />Interact with Bloggers...
Online Business Models<br />Basic Model: Promoting a Business *<br />Merchant Model *<br />The Mailing List *<br />Bloggin...
Basic Model: Promoting a Business<br />
Basic Model: Objective<br />
A Standard Brochure Website<br />
The Cost of a Brochure Site<br />Domain + Hosting (Estimated Cost: USD$60 per year)<br />A Content Management System that ...
The Cost of other Types of Sites<br />    By using WordPress to Manage Your Sites Content you can extend the functionality...
Merchant Model<br />
Merchant Model: Objective<br />
Merchant Model Basics<br />Special Shopping Cart Software Required<br />Magento <br />Lots of options to accept payments<b...
Business Blogging<br />
Blogging Adds Value to Your Site<br />
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Complete eBusiness Training - Lesson 1 - What People and Businesses Do Online

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The first lesson in the ebusinessmatters.com ebusiness and SEO training course - how to start and run a business website.

This lesson covers how people behave online and looks at Social Networking, Online Communities and Consumer Research.

The second part of the lesson explains how successful businesses operate online.

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  • 6177000
  • Introducing boards.ie Emphasise the number of categories and the number of users (see bottom)Also explain about specialist forums
  • Explain how people now love to share. Photos, videos, funny articles can all be linked to from facebookFriends can then write comments and interactOpinions are formed by thought leadersIdeas are shared and movements can be born
  • If you researched cheap business cards you would hear about vistaprint and moo.comThis guy blogged about these 2 companiesHe could make money from this blog post through affiliate marketingIf you had a printing company then why not contact this guy and ask him to rate your cards?
  • People can share an articlePeople can subscribe so that new posts get sent to them by emailPeople can comments on an article and interact with the blogger and each other
  • Complete eBusiness Training - Lesson 1 - What People and Businesses Do Online

    1. 1.
    2. 2. Brian Duffy<br />http://ie.linkedin.com/in/ebusinessmatters<br />Education<br /><ul><li>University of Limerick
    3. 3. Glasgow Caledonian University</li></ul>Work Experience<br /><ul><li>NEC
    4. 4. Siemens
    5. 5. Microsoft
    6. 6. Enterprise Ireland
    7. 7. Web Design
    8. 8. eCommerce and Internet Marketing</li></li></ul><li>What We’re Going to Cover<br /><ul><li>WhatPeople & Businesses Do Online
    9. 9. How Websites and Search Engines Work
    10. 10. How to do Market Research: Getting to know your Customers & Competitors
    11. 11. How to Setup a Website
    12. 12. How to get the best deal on the right design for your site
    13. 13. How to Manage a Website
    14. 14. Google Analytics
    15. 15. Connecting With Customers (Blogging, Social Media, Newsletters)
    16. 16. Getting found on search engines (Search Engine Optimization)
    17. 17. Getting Visitors and Maximising Sales</li></ul>Notes Available on www.ebusinessmatters.com<br />
    18. 18. What People do on the Web<br />
    19. 19. What People do on the Web<br />Socialise & Network<br />Research Products and Services - and make buying decisions<br />Publish whatever is on their minds (blogging)<br />Learn<br />Get News and Information<br />Buy Products<br />Watch Videos / Listen to Music <br />Browse and Share News and Media<br />
    20. 20.
    21. 21. The Point is…<br />Web users are your Customers<br />Buying decisions are being made online<br />You pay for ads in newspapers and magazines because your customers read them<br />You can advertise to online customers for free <br />Understanding these technologies means understanding your customers and helping them to understand you<br />
    22. 22. The Social Web<br />
    23. 23. How do People Socialise Online?<br />Community Forums<br />Boards.ie<br />Social Networking<br />Facebook, Twitter<br />Social Media<br />Blogging<br />Youtube<br />Sites that allow you to upload media (videos, images, slides etc)<br />
    24. 24. Social Relevancy<br />People don’t want to look at websites only. People want to see what other people are saying about companies<br />Social Media<br />People like to consume info in different way. Videos, Photos etc<br />Social Networking<br />It’s good to hang out where your customers / fellow professionals hang out (facebook, twitter, linkedin)<br />The Social Web<br />
    25. 25. Community Forums<br />
    26. 26. How Discussion Forums Work<br />Some are general (E.g. boards.ie)<br />Others are specific to a particular niche (E.g. Digital Point Forum for Internet Marketing)<br />For every niche there is a forum<br />People post questions which other members answer. Each question is the beginning of a new thread<br />Treads often rank in search results<br />Signatures each time you post can be used to promote your website<br />
    27. 27.
    28. 28.
    29. 29. Community Forums: Boards.ie<br />“Boards.ie currently pushes out 45-50 page requests per second and has more than 5,000 users online at peak every day (and growing)”<br />Members: Jan 1st 2011 = 407,168 <br />Most ever online at once = 13,000+<br />http://blog.boards.ie/<br />
    30. 30. Social Networking<br />
    31. 31. What People Do on Facebook<br />Share and Browse through photos<br />Share interesting / funny videos, music and articles they come across online<br />Interact with each other by asking questions & sending quick informal messages<br />Create events and groups<br />Follow businesses/bloggers to receive updates from them (new articles, special offers, bulletins)<br /><ul><li>Businesses can send out news to people who like them</li></li></ul><li>
    32. 32. Social Networking: Facebook<br />More than 500 million active users<br />50% of our active users log on to Facebook in any given day<br />Average user has 130 friends<br />People spend over 700 billion minutes per month on Facebook<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. <br />http://www.facebook.com/press/info.php?statistics – Jan 1 2011<br />
    33. 33. Other Social Networking Sites<br />Linkedin – Business Networking for Professionals<br />Weedle – New Irish Website – Similar to Linkedin<br />Twitter – Similar to Facebook but without many of the bells and whistles. Great for getting news quick<br />Ning – Allows anyone to create their own social network<br />
    34. 34. Blogging<br />
    35. 35. People who blog<br />People like to write about what they are passionate about<br />Blogs allow anyone to publish their own content cheaply and easily<br />Bloggers like to review products and services and because they are viewed as consumers themselves they are trusted by other consumers<br />Bloggers appeal to niche markets and are often ‘thought leaders’ who it pays to make friends with<br />
    36. 36. A Blog about Celebrities<br />
    37. 37. A Blog about Fashion <br />
    38. 38. People like to voice their opinion (especially from the comfort and anonymity of home)<br />Blogging is quick and easy<br />You get paid to blog<br />Bloggers get sent free stuff<br />Businesses advertise on blogs<br />Bloggers earn affiliate revenue by referring customers to businesses<br />Why People Blog<br />
    39. 39. Researching<br />
    40. 40. “Nearly all consumers (97 percent) now use online media when researching products or services in their local area”<br />http://www.kelseygroup.com/press/pr100310.asp<br />
    41. 41. How People do Research Online<br />Search using Search Engines<br />Results include blogs, forums, review sites, business sites<br />Consumer Review Sites (E.g. Cnet.com, tripadvisor.com)<br />Comparison Shopping Sites<br />Community Discussion Forums<br />Great resources for research and marketing<br />
    42. 42. The Research Opportunity<br />By understanding how people research products and services online you can influence their decision making at a crucial point in the buying process<br />
    43. 43. Search Engines<br />Search Engines are central to how people interact with the web<br />People search using Search Engines like Google, Bing and Yahoo!<br />Users enter keywords (a.k.a “search phrases”) that they feel will give them the best chance of finding what they are looking for<br />Google has Search Engines specific to every country. google.com, google.ie, google.co.uk<br />Lots more on How Search Engines Work in the next lesson<br />
    44. 44.
    45. 45. Business Search<br />
    46. 46.
    47. 47. Product / Service Comparisons<br />
    48. 48. Product / Service Review Sites<br />
    49. 49. Product / Service Review Sites<br />
    50. 50. Buying<br />
    51. 51. How People Buy Online<br />Classified Ad Sites (Gumtree, donedeal.ie, craigslist)<br />Brokerage Sites (ebay, etsy, cafepress, boardsdeals, Amazon)<br />Shopping cart powered websites (i.e websites that allow the owner to list items and accept payments)<br />
    52. 52.
    53. 53.
    54. 54.
    55. 55. Amazon<br />In 1995, Amazon.com sold its first book, which shipped from Jeff Bezos' garage in Seattle. <br />On its peak day for last year, (November 29 2010), customers ordered more than 13.7 million items worldwide across all product categories on Amazon. …which translates to a record-breaking 158 items per second.<br />Learn how Amazon works (and how you can make money with them)at http://money.howstuffworks.com/amazon.htm/printable<br />
    56. 56. Other Online Buying Mechanisms<br />Phone <br />Email<br />Online bookings / reservations<br />Simple Shopping Carts (i.e click ‘buy now’ and pay)<br />
    57. 57. What Businesses do on the Web<br />
    58. 58. Drive traffic to a great website that sells effectively<br />Search Engine Optimization, PPC, Social Media, Blogging<br />Create an “organisational voice” that delivers value to customers<br />Blogs, Twitter, Facebook, Newsletter<br />Reputation Management<br />Who’s talking about you on review sites, blogs & discussion forums<br />Understand where your customers come from and how they behave using Analytics<br />The ebusiness Strategy<br />
    59. 59. The ebusiness Cycle<br />
    60. 60. Business Networking<br />The Internet makes it easy connect with other businesses and professionals<br />Post on other peoples blogs or build relationships to increase referrals<br />Affiliate Programs encourage referrals<br />LinkedIn has over 85 million members in over 200 countries.<br />Similar Sites to linkedin: Weedle, ecadamy.com, <br />
    61. 61.
    62. 62. Build Customer Relationships<br />The Internet makes it easy to build customer relationships. <br />Interact with Bloggers directly or write comments on their articles<br />Get involved on community forums<br />Connect and interact with customers on Social Networking Sites<br />Keep customers informed through blogging and newsletters<br />
    63. 63. Online Business Models<br />Basic Model: Promoting a Business *<br />Merchant Model *<br />The Mailing List *<br />Blogging *<br />The Subscription (a.k.a the Membership) Model *<br />Community Model *<br />The Affiliate Model *<br />Advertising *<br />Manufacturer (a.k.a the Direct) Model<br />Utility Model<br />Brokerages<br />* Indicates applicable to SME owner<br />
    64. 64. Basic Model: Promoting a Business<br />
    65. 65. Basic Model: Objective<br />
    66. 66. A Standard Brochure Website<br />
    67. 67. The Cost of a Brochure Site<br />Domain + Hosting (Estimated Cost: USD$60 per year)<br />A Content Management System that allows you to manage your pages and content (Free)<br />A Suitable Web Design (Estimated Cost: $50)<br />A Graphic Designer to “touch up” the Web Design (Estimated Cost: $120)<br />Total Estimated Cost: USD$230<br />
    68. 68. The Cost of other Types of Sites<br /> By using WordPress to Manage Your Sites Content you can extend the functionality of the CMS for little or no extra cost which allows you to include:<br />A Shopping Cart / Online Store<br />A Membership Site<br />An Auction Site<br />A Directory / Classified Ad Site<br />A Community Forum<br />
    69. 69. Merchant Model<br />
    70. 70. Merchant Model: Objective<br />
    71. 71.
    72. 72.
    73. 73.
    74. 74.
    75. 75. Merchant Model Basics<br />Special Shopping Cart Software Required<br />Magento <br />Lots of options to accept payments<br />Coupons / Tiered Pricing<br />Powerful but not user friendly (i.e. difficult for the inexperienced web master)<br />WordPress<br />Shopping Cart Plugins Available (Free vs. Paid)<br />User-friendly (Recommended)<br />Payment Gateways Required<br />Paypal vs. Merchant Account<br />
    76. 76. Business Blogging<br />
    77. 77. Blogging Adds Value to Your Site<br />
    78. 78. Benefits of Business Blogging<br />A blog can (and will) drive more visitors to your site<br />Establish yourself as an expert in your area (raise your profile and earn points with customers and other professionals)<br />By delivering customers news and useful info you are growing your brand and staying fresh in the customers mind. <br />You can grow a list of interested subscribers<br />Add additional revenue to your site (paid reviews, advertising, affiliate revenue)<br />
    79. 79. By 2009 there were 133,000,000 blogs <br />indexed by Technorati<br />72% of those who are self-employed and blogging are interested in attracting new clients.<br />56% say that their blog has helped their company establish a positioning as a thought leader within the industry according to Universal McCann. <br />58% say that they are better-known in their industry because of their blog<br />http://philbradley.typepad.com/phil_bradleys_weblog/2010/03/great-blog-statistics.html<br />http://mashable.com/2010/06/04/look-whos-blogging-stats/<br />
    80. 80. The Subscription Model<br />
    81. 81. The Community Model<br />
    82. 82. Community Model<br />Bulletin board Software<br />PhpBB vs. BBPress<br />Can be added to a WordPress CMS for free<br />Easy to Setup and Administer<br />Specialized Social Networking Site<br />Ning.com allows you to create your own Social Network<br />Facebook and Twitter can easily be integrated into a WordPress site<br />
    83. 83. The Advertising Model<br />
    84. 84. Advertising Model<br />Anyone can sell advertising space on their site / blog / mailing list<br />Automated (adsense) vs. Manual (Selling Ad Space)<br />Enabling Classified Ads, a Jobs Board or a Directory is also easy with WordPress<br />
    85. 85. The Affiliate Model<br />
    86. 86. Affiliate Model<br />Incentivise People to Refer you Customers<br />Setup Your Own Affiliate Program or use an Affiliate Company like Clickbank<br />Works both ways: You can use your Blog or Mailing List to make money referring customers to others OR You can encourage other affiliate marketers to promote your product or service<br />Affiliate Programme Examples: Amazon, ebusinessmatters.com<br />
    87. 87. Which Models are Right for Your Business?<br />
    88. 88. What Model is Right for You?<br />Mix and Match Models to suit your business<br />Recommended Models: Blogging and Mailing Lists. Affiliate Programs are also great when you are accepting payments online (i.e. merchant and subscription models)<br />What do you want from the Web?<br /><ul><li>Find new customers (or help them find you)
    89. 89. Build a Brand / Make a name for yourself
    90. 90. Make more repeat sales
    91. 91. Improve your overall service</li></li></ul><li>Full Notes + Questionnaire based on this lesson on ebusinessmatters.com <br />What is the goal of your website?<br />What are the top 5 reasons people buy your product or service?<br />What are the top 5 objection/barriers that may prevent people buying your product or service?<br />Which of the business models described in this article do you think would benefit your business<br />Questionnaire<br />
    92. 92. Next Lesson:<br /><ul><li>How Websites Work
    93. 93. Domains and Hosting
    94. 94. What is a Content Management System
    95. 95. How Google Works
    96. 96. Analysis of Search Results
    97. 97. Getting found on Google (Overview)</li>
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