E-Commerce and Social Media Use for SMEs
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E-Commerce and Social Media Use for SMEs

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An overview on how e-commerce and social media can be used as a tool by small and medium business. Presented by Janette Toral to participants from Ministry of Trade Bhutan at

An overview on how e-commerce and social media can be used as a tool by small and medium business. Presented by Janette Toral to participants from Ministry of Trade Bhutan at

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    E-Commerce and Social Media Use for SMEs E-Commerce and Social Media Use for SMEs Presentation Transcript

    • E-­‐Commerce  and  Social  Media   Use  for  SMEs   Jane5e  Toral   h5p://www.e-­‐commercephilippines.com  
    • DigitalFilipino.com  Club  •  h5p://www.e-­‐commercephilippines.com  •  Free  research  reports,  markeEng  assistance,   referrals,  and  consulEng.  •  Have  individual,  SME,  and  corporate   membership  •  Nearly  100  members.  
    • h5p://www.searchprofileindex.com  
    • h5p://digientrepreneur.com  
    • Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   VisiEng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   VisiEng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   AcEviEes  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  NaEonal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
    • Social  networks  start  with  ‘close  contacts/rela/ons’…   but  quickly  move  to  less  familiar  circles…   Connec/ons  on  Social  Networking  sites  (%)  Question: Who are the people you interact with regularly on these Social Networking sites?Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3monthsSource: Yahoo!-Nielsen Net Index 2011
    • What  is  E-­‐Commerce?  •  E-­‐Commerce  is  the  exchange  of  informaEon  or  transacEons   using  any  form  of  electronic  communicaEon.  •  Covers  both  commercial  and  non-­‐commercial  transacEons   (Republic  Act  8792,  The  E-­‐Commerce  Law)  •  The  Internet  is  the  informaEon  highway  or  public  network   where  e-­‐commerce  and  various  forms  of  communicaEon  take   place.    •  E-­‐commerce  that  takes  place  over  the  Internet  is  ofen   referred  to  as  Internet  Commerce.    •  Mobile  Commerce  -­‐  transacEon  takes  place  in  mobile  devices   such  as  cellular  phone  and  personal  digital  assistant  (PDA).  
    • The  backdrop  to  e-­‐commerce  in  Philippines   Tradi/onal   Presence  of   High  reliance  on                  IT  and  Banking   counterfeits  and   inter-­‐personal   infrastructure  trade  legacy   knock-­‐offs   rela/onships   “evolving”   Lack  of  ‘accreditaEon   and   Buyers  need   Buyers  feel   Low  levels  of  guarantees… to  ensure   the  comfort,   confidence/ by  default   quality  by   dealing  with   trust  in  modern  trade   physical   known   transacEng   actually   inspecEon   vendors   online   encourages   desEnaEon   shopping   There  is  an  inherent  reluctance   to  “trade”  through  the  Internet   Digital  Philippines  2011   Yahoo  –  Nielsen  Net  Index  
    • Payments  largely  made  offline,  given  current  trust  and  comfort  levels  with  e-­‐payment   Payment    methods  (%)   Cash  (face  to  face)   53 Credit  card   36 Transfer  via  ATM/Bank   10 Internet  Banking   9 Deposited  cash  at  bank  branch   4 Online  accounts  such  as  Paypal   1 Cheque   1 Debit  card   1 Digital  Philippines  2011   Yahoo  –  Nielsen  Net  Index  
    • E-­‐Commerce  is  Growing  Source:  h5p://bit.ly/pe7W5  
    • What  Pinoys  found  most  as  effecEve   medium  for  adverEsement?  •  Television  –  37%  •  Internet  –  25%  •  Radio  –  6%  •  Newspapers  –  5%  •  Magazines  –  4%   Source:  Synovate  Media  Atlas   h5p://bit.ly/nQUx1t  
    • From  family  delicacy  gifs  to  full-­‐blown    export  business.   h5p://bit.ly/pinoydelikasi  
    • Sulit.com.ph
    • h5p://bit.ly/ayannah  Provide  soluEon  and  collaboraEon  opportunity.  
    • h5p://bit.ly/jamflores  Educate  the  market,  show  potenEal.  
    • 2011  will  be  year  of  Mobile  Content    and  Mobile  MarkeEng  
    • h5p://bit.ly/chitjuan  Use  social  media  to  engage,  generate  results,  proacEvely  connect.  
    • h5p://www.architerra.org  
    • h5p://digientrepreneur.com  
    • To  rank  vs.  To  be  social  
    • To  rank?  
    • To  share  a  story?  
    • Share  stories….  
    • ….then  rank  later…  
    • Get  suggesEon  from  friends  
    • Share  your  experience  to  others  
    • The  Social  Object,  in  a  nutshell,  is   the  reason  two  people  are  talking  to  each  other,  as  opposed  to  talking   to  somebody  else.    -­‐  Hugh  Macleod   Source:   h5p://gapingvoid.com/so/  
    • Where   do   Pinoys   go?  Source:    Jane5e  Toral’s    Google  AdPlanner    
    • Are  you  engaging?  Source:  h5p://bit.ly/qRqc4t  
    • When  do  people  share?  •  When  customers  trust  you.  •  When  customers  care  about  your  brand.  •  Your  stories  are  exciEng.  •  When  you  get  people  part  of  something  bigger  than   your  brand.  •  When  you  bring  people  of  common  interest  together.  •  When  you  make  your  customers  feel  like  an  authority.  •  When  you  make  your  audience  think.  •  You  know  and  understand  your  audience.  •  You  use  e-­‐mail  effecEvely.   Inspired  by:   h5p://bit.ly/nGytuN  
    • Driving  E-­‐Commerce  via  Facebook  •  Likeable  wall  post.  •  Exclusivity  with  promoEons.  •  Add  incenEves  with  one-­‐Eme  promo  codes,   coupons,  shipping.  •  Solicit  input  on  how  you  can  improve.  •  Share  news  beyond  retail.  •  Use  it  for  customer  service  –  enable  reviews.  •  Flash  sales,  group  buy  offers,  contest.   h5p://bit.ly/rtcr5i  
    • Monitor  your  Spikes  •  Impressions  /  Feedback  •  Comments  •  Unsubscribes  •  Likes  •  External  referrers  •  Demographic  
    • Building  links  to  your  site   h5p://mz.cm/q1j2Dd  
    • Top  5  Viral  Videos  of  All  Time  Source:  h5p://bit.ly/ppOJcH  opyright  2011      4TH  Media,  Inc.          |          hWp://www.  4thMediaCorp.com/        |        Page  No.   ©  C
    • 5  stages  of  customer  buying  cycle  •  Awareness  •  ConsideraEon  •  Preference  /  Intent  •  Purchase  •  Repurchase   Make  content  available  through  the  right  channels   h5p://bit.ly/oWYQq4  
    • Abandon  shopping  cart  •  Do  the  two  step     –  1st  step  is  name  and  email  address  •  Make  your  message  immediate  (within  24   hours)  •  Express  concern.  (reminder)  •  Offer  incenEves  •  Get  them  to  take  another  acEon.   h5p://bit.ly/nvTrgb  
    • Web  AnalyEcs  Measurement  Model  Source:  h5p://bit.ly/rfE34e    
    • Issues  •  E-­‐Commerce  Law  •  Data  Privacy  •  AnE-­‐Spam  •  Cybercrime  ConvenEon  •  Consumer  ProtecEon  •  Data  Log  RetenEon  •  Sales  PromoEon  
    • E-­‐Commerce  Project  Plan  •  Workshop   •  Technical  specificaEons  •  Align  with  strategic  plan   •  Legal  •  Market  and  compeEEve   •  TesEng   research   •  Security  •  CompeEEve  advantage   •  Customer  service  •  Product  or  service  plan   •  LogisEcs  •  Partners   •  Payment  •  MarkeEng   •  Maintenance  •  Success  criteria   •  Budget  •  Content  plan  
    • Book  reference:  Brains  on  Fire  
    • Improve  •  Products  •  MarkeEng  •  Content  •  Sales  •  Customer  Service  
    • Content   ConEnuous  Research   Community   Cost-­‐effecEve  Capacity  building   Commitment   Photo  credit:  PinayAds.com  
    • h5p://digitalfilipinocom.ning.com  h5p://digitalfilipino.podomaEc.com  
    • h5p://slideshare.net/jane5etoral  
    • Know  and  manage  exactly  who  you*  are     on  the  Internet h5p://www.searchprofileindex.com