Next gen web and social media presence


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Innovalysis CEO, Travis Howerton, delivered a presentation on Next Generation Web and Social Media solutions for the small to medium business market. This presentation was given during May 2013 to the Oak Ridge Chamber of Commerce. Presentation also covers the Innovalysis mobile app platorm that delivers custom mobile apps for the small to medium business markets.

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Next gen web and social media presence

  1. 1. Solutions for NextGeneration Web andSocial Media PresenceYour customers are mobile.Are you?
  2. 2. It is no longer enough for a business to have a basic website.Users expect to interact in new ways. The rise of social mediahas created new opportunities for sales channels while the riseof mobile devices has increased the complexity of effectivelyleveraging those channels.Question: How can small businesses effectivelyand efficiently use these new tools to driverevenue and increased web traffic?
  3. 3. “By 2015, it is expected that Chief MarketingOfficers (CMOs) will have larger InformationTechnology (IT) budgets than Chief InformationOfficers (CIOs)” – GartnerWhy? Big Data and Social MediaThe
  4. 4. This session will cover a variety of topics that are important to amodern day, cutting edge web presence:• Content Management Systems• Web Analytics• Advertising and Revenue• Social Media Channels• E-Commerce Solutions• Software as a Service Platforms• Mobile
  5. 5. For this presentation, it is assumed that the audience hasminimum experience in IT.Therefore, topics are kept at a high level to cover a variety ofpertinent information.Innovalysis is happy to follow up with more information ontopics of
  6. 6. It is well past time to stop paying high priced IT resources tomanually update web pages. A modern content managementsystem can bring sophisticated web capabilities to smallbusinesses.The two most popular content management systems are:• WordPress – pick for ease of use• Drupal – pick for power to customizeContent Management
  7. 7. • Powers some of the largest websites in the world (i.e.CNN)• Free to download and install if hosting internally• If hosting externally through a provider, manycompanies offer pre-installed Wordpress options forunder $10 per month• Useful for anything from simple blogs to advancedwebsites• Find out more at
  8. 8. • Out of the box, it is very easy for non-IT users tocreate content for the web.• To provide a truly professional website, Wordpressshould be extended with:– Themes– PluginsExtending
  9. 9. • Professional themes can be downloaded andinstalled in Wordpress with incredible ease• There are a combination of free and paid themesthat you can choose from• There are over 1,700 themes available for downloadat WordPress and even more available at otherrelated websitesWordpress
  10. 10. • While all of the basics are covered out of the box,you can easily add advanced features with plugins:– Search Engine Optimization– Spam Blockers– Analytics– Form Creation– Image Galleries– Social Networking– Security Tools– ForumsWordpress
  11. 11. • Same easy to use content management featuresfound in Wordpress• Requires a higher level of knowledge than Wordpressbut allows for fine grained control• Perfect solution for a company with 1 – 2 powerusers who want full control and advanced features• is powered by Drupal• Find out more at
  12. 12. • Many hosting providers will install Drupal for you.There are three main consideration with managing aDrupal website:– Distributions– Themes– ModulesExtending
  13. 13. • Aside from the vanilla Drupal install, there are avariety of distributions you can pick with pre-installed themes and modules targeted for specificwebsite types:– E-Commerce (Commerce KickStart)– Community Sites (Drupal Commons)– Government (OpenPublic)– News Media (OpenPublish)Drupal
  14. 14. • Like WordPress, Drupal has a large number ofthemes you can download and install for your site.– Over 1700 themes are available– Must make sure the theme you are downloadingis the appropriate one for the version of Drupalyou are running– Nearly everything in Drupal can be downloadedfree since it is an open source projectDrupal
  15. 15. • Today, the most advanced websites use a“Responsive Design”• This technique leverages Javascript and CSS tricks todynamically redraw your page based on the size ofthe screen.• This technique allows you to support any device UserInterface (UI) through one website• uses a responsive themeAdvanced
  16. 16. • The true power of Drupal comes from the power toextend the website with modules:– Views (query and display custom data)– Pathauto (simple URLs)– WebForm (create surveys and web apps)– IMCE (advanced text editor, like MSFT Word)– CCK (add custom fields)– FileField (allow file uploads)Drupal
  17. 17. • Enterprise Class Web Analytics from Google• Find out more at
  18. 18. • Track the number of visitors coming to your websiteover time to look for trends• Determine the most popular content• Evaluate the number of unique visitors• Determine the web browsers used to access your site• View where in the world your website is beingaccessed• Monitor average visit duration and bounce rateWhy Analytics?
  19. 19. • Incredibly easy to install on a website• Create an account with Google or tie GoogleAnalytics to your existing Gmail account• Pre-built modules for installing on WordPress andDrupal (just provide your details to the module)• For an existing website, just paste script into the“master page”How Google Analytics
  20. 20. Google Analytics
  21. 21. • Advertise your website in Google Searches• Find out more at
  22. 22. • Your website is highlighted in the most popularsearch engine on the internet• Will drive a large amount of new traffic to yourwebsite• Paid Service – you pay for each time your website isdisplayed in a search and can track “click throughs”• Can be expensive – suggest setting daily maximumcharges to avoid an unexpectedly high billWhy AdWords?
  23. 23. • A must have for e-commerce sites to separate fromcompetitors and drive traffic• A nice to have if your market is highly competitive,your site will show up first in search and make theuser more likely to pick your site versus competitors• Not likely to be a good fit for most non-profits,government websites, or other entities that are notdriven by revenueWho should use AdWords?
  24. 24. • Maximize Revenue for Your Content• Find out more at
  25. 25. • Turns your website into a profit generating machine• Shows relevant ads on your website based on the type ofcontent of your page– Tries to understand who the user is– Tries to understand the content on the page– Creates a best fit match for ads• The more people who come to your website and click thelink, the more you get paid• Over 2 million websites today use AdSense to driverevenueWhy AdSense?
  26. 26. • Great solution for blogging and community sites todrive revenue for your content• Use of AdSense can make your website look lessprofessional if not carefully thought out• Avoid placing too many ads on a page (doesn’tusually drive any more clicks)• Not a good solution for e-commerce sites (may drivecustomers to your competitor!)Who Should Use AdSense?
  27. 27. AdSense
  28. 28. • Definition: Media for social interaction using highlyaccessible and scalable publishing techniques.• Three most relevant social media sites for yourbusiness are:– Facebook– Twitter– LinkedInSocial
  29. 29. • Most popular social media site and should be primary focusfor your business• Allows users to interact with you– Get “Likes” to create an advertising channel for your posts– Use Facebook ads to create advertising to people who haven’t likedyour page yet• If used properly, can get much higher Click Through Rates(CTR) than with Google• Find out more at• Like Innovalysis @
  30. 30. • Useful for your business or personally for your publicpersona• Great tool for events, media engagement, publicspeaking, etc.• Allows users to follow your business– Creates a new advertising channel• Find out more at• Follow me at
  31. 31. • Designed to be a business focused social network• Use personally for your online resume, helprecruiters find you• For your company, post job openings and searchprofiles to assist in recruiting• Build a network of business associates• Find out more at• View my profile at:
  32. 32. • For larger companies, the cutting edge social mediaapproach is to leverage sentiment analysis.• Sentiment analysis aims to determine the attitude of thepublic to your company based on social media and webcontent feeds.• There are some free tools out there even for smallbusinesses: 1) SocialMention, 2) TweetFeel, 3) Twendz• More sophisticated enterprise tools are also available butare expensive (my favorite is Radian6)Advanced Social
  33. 33. • My favorite tool for bringing e-commerce to the smallbusiness community• Incredibly easy to get started:– Pick a theme for your store– Enter your products and manage your inventory– Setup banking info for your merchant account– Select the pricing option that works best for you• Innovalysis e-commerce is powered by Shopify• Find out more at
  34. 34. Shopify
  35. 35. Example Shopify SiteInnovalysis.comsales@innovalysis.comThis is the Innovalysis e-commercewebsite.This theme works perfectly in bothtraditional web browsers as well as onmobile devices.The solution also has APIs that allow usto let customers purchase servicesthrough our mobile app.View it today at
  36. 36. • The advent of cloud computing has allowed modernsoftware to be delivered more effectively.• Cloud solutions are usually accessible both throughthe web and mobile devices.• These solutions are typically available on a monthlysubscription model.• A couple of high profile SaaS apps will be coveredthat may be of general interest.Software as a Service (SaaS)
  37. 37. Microsoft Office• Cloud based hosting for Exchange, Lync, and SharePoint• Provides robust email, unified communications, andcollaboration services. Also includes licensing for MicrosoftOffice.• Prices range from $6 - $15/user/month depending onnumber of users.• Innovalysis currently uses this service for all employees.
  38. 38.• Sales Cloud – Customer Relationship Management tool forsales productivity and revenue generation.• Service Cloud – HelpDesk automation suite for improvingcustomer service.• Marketing Cloud – publish ads across social media platformsand monitor the results of your ad campaigns.• Platform – build scalable cloud based applications, Heroku,, and• Chatter – leverage an internal social network for yourbusiness• – cloud based HR system
  39. 39. Salesforce
  40. 40.• Cloud based system for billing and invoicing thatsupports both web and mobile platforms• Accept Payments• Streamline Billing & Recurring Billing• Manage Customers• Real-time Reporting• Plans start as low as $34.95/month
  41. 41. Mobile• Users now increasingly expect to interact withbusinesses through their mobile devices• For the more advanced businesses, this is donethrough a mobile application that can bedownloaded from the appropriate app store (iTunesor Google Play)• With the release of the Innovalysis mobile appplatform, even the smallest businesses can nowhave a mobile app presence.
  42. 42. • The growth of the mobile industry is incredible• In just over 3 years, over 20 billion apps have beendownloaded between iPhone and Android devices.iPhone salesin millionsMobile
  43. 43. • Over 500,000,000 Android phones have been activated• Over 300,000,000 iPhones have been activated• Android owns 47% of the U.S. smartphone market• iPhone owns 29% of the U.S. smartphone marketGrowing
  44. 44. Why Mobile?• FACT: Customers are using mobile to find your competition.• Source: Google "Understanding Smartphone Users,"
  45. 45. Why Mobile?• FACT: Not having a mobile experience can lose you business.• Source: Compuware, "What Users Want from Mobile,"
  46. 46. Why Mobile Apps?• FACT: Your customers prefer apps over mobile websites.• Sources: comScore, Alexa, Flurry Analytics,
  47. 47. But I want a mobile website?• We offer both a mobile app and a mobile website.• Appear in the iTunes App Store, Android Marketplace, andmobilize your existing website.• Complete mobile marketing solution.
  48. 48. Why Our Company?• We make mobilizing your business simple & pain free• We help bring in new business and increase repeat customers• We handle everything from start to finish• We’re mobile experts• We’re extremely affordable• We’re fast & easy to
  49. 49. Information• App can display– Information on services– Restaurants menu (text or PDF)– All locations visible in Maps– One click calling– Reservations– Shopping– Events and more…
  50. 50. Links to social networks• Customers can link to your social media pages.• Increase Facebook fans.• Increase Twitter followers.• Approximately 40% of socialmedia users access theiraccounts through
  51. 51. Loyalty Coupons• GPS coupons– When at your location, customerscan ‘check in’ and receive bonuses.• QR code coupons– Used to replace stamp cards.– Increase customer loyalty!28% of customers reported that they are“Extremely Likely” to increase their visitsto a business if they have a loyalty rewardcard for them. (Total Research Corp &Custom Marketing Corp’s Loyalty Monitor Study)
  52. 52. Live Updating• Take full control over your apps content through theInnovalysis Management Console!• Console can update– Events– Specials/Coupons– Image gallery–
  53. 53. Push Notifications• Update your customers instantly– Special offers, updates, happy hours.• Push notifications break the barrierbetween you and your customers.– Included completely FREE.– Compare to SMS texting planson average cost ~$200/
  54. 54. Many Other Great
  55. 55. Modules- GPS Mapping and Location Services- Contact Management- Email Photos- Fan Wall- Information Display (Tiers)- Mailing List- Merchandise (e-Commerce)- Mortgage Calculator- Notepad- QR Codes/Coupons- Tip Calculator- Website (Browser)- Voice Calling- Mobile Forms- Event Management- Food Ordering- Loyalty Programs- Menus- Message History- Music- PDF Viewer- Reservations- Voice Recording- YouTube
  56. 56. • Professional app design & set up fee: $1000 - $2500• Monthly hosting fee: $100/month• UNLIMTED Push Notifications• UNLIMITED App Downloads• Over a $50,000 value!Our PricingInnovalysis.comsales@innovalysis.com25% Discount for Chamber ofCommerce Members50% Discount for CharityOrganizations
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  61. 61. Questions?• J. Travis Howerton,• To purchase services, email Us at:• Visit our website at: