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E-­‐Commerce	  and	  Social	  Media	          Use	  for	  SMEs	                Jane5e	  Toral	   h5p://www.e-­‐commercephi...
DigitalFilipino.com	  Club	  •  h5p://www.e-­‐commercephilippines.com	  •  Free	  research	  reports,	  markeEng	  assista...
h5p://www.searchprofileindex.com	  
h5p://digientrepreneur.com	  
Despite	  this	  stability,	  overall	  engagement	  is	  on	  the	  rise.	  Social	  networking	  now	  dominates…	      ...
Social	  networks	  start	  with	  ‘close	  contacts/rela/ons’…	    but	  quickly	  move	  to	  less	  familiar	  circles…...
What	  is	  E-­‐Commerce?	  •  E-­‐Commerce	  is	  the	  exchange	  of	  informaEon	  or	  transacEons	     using	  any	  ...
The	  backdrop	  to	  e-­‐commerce	  in	  Philippines	   Tradi/onal	           Presence	  of	            High	  reliance	 ...
Payments	  largely	  made	  offline,	  given	  current	  trust	  and	  comfort	  levels	  with	  e-­‐payment	               ...
E-­‐Commerce	  is	  Growing	  Source:	  h5p://bit.ly/pe7W5	  
What	  Pinoys	  found	  most	  as	  effecEve	          medium	  for	  adverEsement?	  •    Television	  –	  37%	  •    Inte...
From	  family	  delicacy	  gifs	  to	  full-­‐blown	  	  export	  business.	                                              ...
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	...
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.	...
Driving	  E-­‐Commerce	  via	  Facebook	  •  Likeable	  wall	  post.	  •  Exclusivity	  with	  promoEons.	  •  Add	  incen...
Monitor	  your	  Spikes	  •    Impressions	  /	  Feedback	  •    Comments	  •    Unsubscribes	  •    Likes	  •    External...
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.	 ...
5	  stages	  of	  customer	  buying	  cycle	  •    Awareness	  •    ConsideraEon	  •    Preference	  /	  Intent	  •    Pur...
Abandon	  shopping	  cart	  •  Do	  the	  two	  step	  	       –  1st	  step	  is	  name	  and	  email	  address	  •  Make...
Web	  AnalyEcs	  Measurement	  Model	  Source:	  h5p://bit.ly/rfE34e	  	  
Issues	  •    E-­‐Commerce	  Law	  •    Data	  Privacy	  •    AnE-­‐Spam	  •    Cybercrime	  ConvenEon	  •    Consumer	  P...
E-­‐Commerce	  Project	  Plan	  •  Workshop	                               •    Technical	  specificaEons	  •  Align	  with...
Book	  reference:	  Brains	  on	  Fire	  
Improve	  •    Products	  •    MarkeEng	  •    Content	  •    Sales	  •    Customer	  Service	  
Content	                                                              ConEnuous	  Research	                               ...
h5p://digitalfilipinocom.ning.com	  h5p://digitalfilipino.podomaEc.com	  
h5p://slideshare.net/jane5etoral	  
Know	  and	  manage	  exactly	  who	  you*	  are	  	                    on	  the	  Internet         h5p://www.searchprofile...
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
E-Commerce and Social Media Use for SMEs
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

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Transcript of "E-Commerce and Social Media Use for SMEs"

  1. 1. E-­‐Commerce  and  Social  Media   Use  for  SMEs   Jane5e  Toral   h5p://www.e-­‐commercephilippines.com  
  2. 2. 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.  
  3. 3. h5p://www.searchprofileindex.com  
  4. 4. h5p://digientrepreneur.com  
  5. 5. 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  
  6. 6. 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
  7. 7. 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).  
  8. 8. 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  
  9. 9. 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  
  10. 10. E-­‐Commerce  is  Growing  Source:  h5p://bit.ly/pe7W5  
  11. 11. 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  
  12. 12. From  family  delicacy  gifs  to  full-­‐blown    export  business.   h5p://bit.ly/pinoydelikasi  
  13. 13. Sulit.com.ph
  14. 14. h5p://bit.ly/ayannah  Provide  soluEon  and  collaboraEon  opportunity.  
  15. 15. h5p://bit.ly/jamflores  Educate  the  market,  show  potenEal.  
  16. 16. 2011  will  be  year  of  Mobile  Content    and  Mobile  MarkeEng  
  17. 17. h5p://bit.ly/chitjuan  Use  social  media  to  engage,  generate  results,  proacEvely  connect.  
  18. 18. h5p://www.architerra.org  
  19. 19. h5p://digientrepreneur.com  
  20. 20. To  rank  vs.  To  be  social  
  21. 21. To  rank?  
  22. 22. To  share  a  story?  
  23. 23. Share  stories….  
  24. 24. ….then  rank  later…  
  25. 25. Get  suggesEon  from  friends  
  26. 26. Share  your  experience  to  others  
  27. 27. 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/  
  28. 28. Where   do   Pinoys   go?  Source:    Jane5e  Toral’s    Google  AdPlanner    
  29. 29. Are  you  engaging?  Source:  h5p://bit.ly/qRqc4t  
  30. 30. 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  
  31. 31. 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  
  32. 32. Monitor  your  Spikes  •  Impressions  /  Feedback  •  Comments  •  Unsubscribes  •  Likes  •  External  referrers  •  Demographic  
  33. 33. Building  links  to  your  site   h5p://mz.cm/q1j2Dd  
  34. 34. Top  5  Viral  Videos  of  All  Time  Source:  h5p://bit.ly/ppOJcH  opyright  2011      4TH  Media,  Inc.          |          hWp://www.  4thMediaCorp.com/        |        Page  No.   ©  C
  35. 35. 5  stages  of  customer  buying  cycle  •  Awareness  •  ConsideraEon  •  Preference  /  Intent  •  Purchase  •  Repurchase   Make  content  available  through  the  right  channels   h5p://bit.ly/oWYQq4  
  36. 36. 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  
  37. 37. Web  AnalyEcs  Measurement  Model  Source:  h5p://bit.ly/rfE34e    
  38. 38. Issues  •  E-­‐Commerce  Law  •  Data  Privacy  •  AnE-­‐Spam  •  Cybercrime  ConvenEon  •  Consumer  ProtecEon  •  Data  Log  RetenEon  •  Sales  PromoEon  
  39. 39. 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  
  40. 40. Book  reference:  Brains  on  Fire  
  41. 41. Improve  •  Products  •  MarkeEng  •  Content  •  Sales  •  Customer  Service  
  42. 42. Content   ConEnuous  Research   Community   Cost-­‐effecEve  Capacity  building   Commitment   Photo  credit:  PinayAds.com  
  43. 43. h5p://digitalfilipinocom.ning.com  h5p://digitalfilipino.podomaEc.com  
  44. 44. h5p://slideshare.net/jane5etoral  
  45. 45. Know  and  manage  exactly  who  you*  are     on  the  Internet h5p://www.searchprofileindex.com  
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