E-­‐Commerce	  for	  Entrepreneurs	                Jane2e	  Toral	   h2p://www.e-­‐commercephilippines.com	  
DigitalFilipino.com	  Club	  •  h2p://www.e-­‐commercephilippines.com	  •  Free	  research	  reports,	  markeAng	  assista...
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	  informaAon	  or	  transacAons	     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:	  h2p://bit.ly/pe7W2	  
What	  Pinoys	  found	  most	  as	  effecAve	          medium	  for	  adverAsement?	  •    Television	  –	  37%	  •    Inte...
From	  family	  delicacy	  gifs	  to	  full-­‐blown	  	  export	  business.	                                              ...
Sulit.com.ph
h2p:/mulAply.com/marketplace	  
h2p://www.ebay.ph	  
h2p://bit.ly/ayannah	  Provide	  soluAon	  and	  collaboraAon	  opportunity.	  
h2p://bit.ly/jamflores	  Educate	  the	  market,	  show	  potenAal.	  
2011	  will	  be	  year	  of	  Mobile	  Content	  	  and	  Mobile	  MarkeAng	  
h2p://bit.ly/chitjuan	  Use	  social	  media	  to	  engage,	  generate	  results,	  proacAvely	  connect.	  
h2p://www.coffeeboard.com.ph/	  
h2p://www.architerra.org	  
h2p://digientrepreneur.com	  
To	  rank?	  
To	  share	  a	  story?	  
Get	  suggesAon	  from	  friends	  
Share	  your	  experience	  to	  others	  
The	  Social	  Object,	  in	  a	  nutshell,	  is	   the	  reason	  two	  people	  are	  talking	  to	  each	  other,	  as	...
h2p://bit.ly/bradgeiser	  ProacAvely	  care	  about	  people.	  
Where	          do	        Pinoys	         go?	  Source:	  	  Jane2e	  Toral’s	  	  Google	  AdPlanner	  	  
Are	  you	  engaging?	  Source:	  h2p://bit.ly/qRqc4t	  
When	  do	  people	  share?	  •    When	  customers	  trust	  you.	  •    When	  customers	  care	  about	  your	  brand.	...
Social	  Media	  Best	  PracAces	  •  Post	  interesAng	  stuff	  (less	  brand	  but	  more	     interesAng	  informaAon)	...
Driving	  E-­‐Commerce	  via	  Facebook	  •  Likeable	  wall	  post.	  •  Exclusivity	  with	  promoAons.	  •  Add	  incen...
Monitor	  your	  Spikes	  •    Impressions	  /	  Feedback	  •    Comments	  •    Unsubscribes	  •    Likes	  •    External...
Top	  5	  Viral	  Videos	  of	  All	  Time	  Source:	  h2p://bit.ly/ppOJcH	  opyright	  2011	  	  	  4TH	  Media,	  Inc.	 ...
5	  stages	  of	  customer	  buying	  cycle	  •    Awareness	  •    ConsideraAon	  •    Preference	  /	  Intent	  •    Pur...
h2p://selnd.com/qIxJOM	  
h2p://bit.ly/p33tTV	  
Abandon	  shopping	  cart	  •  Do	  the	  two	  step	  	       –  1st	  step	  is	  name	  and	  email	  address	  •  Make...
Web	  AnalyAcs	  Measurement	  Model	  Source:	  h2p://bit.ly/rfE34e	  	  
E-­‐Commerce	  Project	  Plan	  •  Workshop	                               •    Technical	  specificaAons	  •  Align	  with...
TV	                PRINT	             POS	                CRM	   digital	             digital	          digital	          ...
Ways	  to	  accept	  payment	  •    Cash	  –	  person	  to	  person	  •    Bank	  deposit	  •    Remi2ance	  service	  •  ...
Life	  Cycle	  of	  a	  Transac/on	  -­‐	  Authoriza/on	           1.	  Consumer	  Selects	  goods	      2.	  Website	  re...
Life	  Cycle	  of	  a	  Transac/on	  -­‐	  SeWlement	                                                     1.	  Gateway	  c...
Charge	  Backs	  and	  Refunds	                             Website	   Issuer	                          Card	           Ac...
h2ps://www.yespayments.com.ph/	  
h2p://www.kaban.com.ph	  
h2p://www.cashsense.com	  
Sell	  via	  Facebook	  page	  using	  h2p://apps.facebook.com/cashsense	  
h2p://www.paynamics.com	  
h2p://www.xend.com.ph	  
Book	  reference:	  Brains	  on	  Fire	  
Improve	  •    Products	  •    MarkeAng	  •    Content	  •    Sales	  •    Customer	  Service	  
h2p://bit.ly/pSQ37H	  
Content	                                                              ConAnuous	  Research	                               ...
h2p://digitalfilipinocom.ning.com	  h2p://digitalfilipino.podomaAc.com	  
h2p://slideshare.net/jane2etoral	  
Join	  the	  DigitalFilipino	  Club	  today..	   h2p://www.e-­‐commercephilippines.com	  
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
E-Commerce for Entrepreneurs
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E-Commerce for Entrepreneurs

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A presentation made by Janette Toral at the Ka-Entrep forum last September 30, 2011 and at OrgCom 152 in UP Manila last October 8, 2011.

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E-Commerce for Entrepreneurs

  1. 1. E-­‐Commerce  for  Entrepreneurs   Jane2e  Toral   h2p://www.e-­‐commercephilippines.com  
  2. 2. DigitalFilipino.com  Club  •  h2p://www.e-­‐commercephilippines.com  •  Free  research  reports,  markeAng  assistance,   referrals,  and  consulAng.  •  Have  individual,  SME,  and  corporate   membership  •  Nearly  100  members.  
  3. 3. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   VisiAng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   VisiAng  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   AcAviAes  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  NaAonal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  4. 4. 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
  5. 5. What  is  E-­‐Commerce?  •  E-­‐Commerce  is  the  exchange  of  informaAon  or  transacAons   using  any  form  of  electronic  communicaAon.  •  Covers  both  commercial  and  non-­‐commercial  transacAons   (Republic  Act  8792,  The  E-­‐Commerce  Law)  •  The  Internet  is  the  informaAon  highway  or  public  network   where  e-­‐commerce  and  various  forms  of  communicaAon  take   place.    •  E-­‐commerce  that  takes  place  over  the  Internet  is  ofen   referred  to  as  Internet  Commerce.    •  Mobile  Commerce  -­‐  transacAon  takes  place  in  mobile  devices   such  as  cellular  phone  and  personal  digital  assistant  (PDA).  
  6. 6. 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  ‘accreditaAon   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   transacAng   actually   inspecAon   vendors   online   encourages   desAnaAon   shopping   There  is  an  inherent  reluctance   to  “trade”  through  the  Internet   Digital  Philippines  2011   Yahoo  –  Nielsen  Net  Index  
  7. 7. 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  
  8. 8. E-­‐Commerce  is  Growing  Source:  h2p://bit.ly/pe7W2  
  9. 9. What  Pinoys  found  most  as  effecAve   medium  for  adverAsement?  •  Television  –  37%  •  Internet  –  25%  •  Radio  –  6%  •  Newspapers  –  5%  •  Magazines  –  4%   Source:  Synovate  Media  Atlas   h2p://bit.ly/nQUx1t  
  10. 10. From  family  delicacy  gifs  to  full-­‐blown    export  business.   h2p://bit.ly/pinoydelikasi  
  11. 11. Sulit.com.ph
  12. 12. h2p:/mulAply.com/marketplace  
  13. 13. h2p://www.ebay.ph  
  14. 14. h2p://bit.ly/ayannah  Provide  soluAon  and  collaboraAon  opportunity.  
  15. 15. h2p://bit.ly/jamflores  Educate  the  market,  show  potenAal.  
  16. 16. 2011  will  be  year  of  Mobile  Content    and  Mobile  MarkeAng  
  17. 17. h2p://bit.ly/chitjuan  Use  social  media  to  engage,  generate  results,  proacAvely  connect.  
  18. 18. h2p://www.coffeeboard.com.ph/  
  19. 19. h2p://www.architerra.org  
  20. 20. h2p://digientrepreneur.com  
  21. 21. To  rank?  
  22. 22. To  share  a  story?  
  23. 23. Get  suggesAon  from  friends  
  24. 24. Share  your  experience  to  others  
  25. 25. 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:   h2p://gapingvoid.com/so/  
  26. 26. h2p://bit.ly/bradgeiser  ProacAvely  care  about  people.  
  27. 27. Where   do   Pinoys   go?  Source:    Jane2e  Toral’s    Google  AdPlanner    
  28. 28. Are  you  engaging?  Source:  h2p://bit.ly/qRqc4t  
  29. 29. When  do  people  share?  •  When  customers  trust  you.  •  When  customers  care  about  your  brand.  •  Your  stories  are  exciAng.  •  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  effecAvely.   Inspired  by:   h2p://bit.ly/nGytuN  
  30. 30. Social  Media  Best  PracAces  •  Post  interesAng  stuff  (less  brand  but  more   interesAng  informaAon)  •  Post  consistently.  •  Post  ofen.  •  Get  the  community  involved  •  Have  a  theme.     Source:  h2p://socialfresh.com/brands-­‐on-­‐instagram/  
  31. 31. Driving  E-­‐Commerce  via  Facebook  •  Likeable  wall  post.  •  Exclusivity  with  promoAons.  •  Add  incenAves  with  one-­‐Ame  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.   h2p://bit.ly/rtcr5i  
  32. 32. Monitor  your  Spikes  •  Impressions  /  Feedback  •  Comments  •  Unsubscribes  •  Likes  •  External  referrers  •  Demographic  
  33. 33. Top  5  Viral  Videos  of  All  Time  Source:  h2p://bit.ly/ppOJcH  opyright  2011      4TH  Media,  Inc.          |          hWp://www.  4thMediaCorp.com/        |        Page  No.   ©  C
  34. 34. 5  stages  of  customer  buying  cycle  •  Awareness  •  ConsideraAon  •  Preference  /  Intent  •  Purchase  •  Repurchase   Make  content  available  through  the  right  channels   h2p://bit.ly/oWYQq4  
  35. 35. h2p://selnd.com/qIxJOM  
  36. 36. h2p://bit.ly/p33tTV  
  37. 37. 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  incenAves  •  Get  them  to  take  another  acAon.   h2p://bit.ly/nvTrgb  
  38. 38. Web  AnalyAcs  Measurement  Model  Source:  h2p://bit.ly/rfE34e    
  39. 39. E-­‐Commerce  Project  Plan  •  Workshop   •  Technical  specificaAons  •  Align  with  strategic  plan   •  Legal  •  Market  and  compeAAve   •  TesAng   research   •  Security  •  CompeAAve  advantage   •  Customer  service  •  Product  or  service  plan   •  LogisAcs  •  Partners   •  Payment  •  MarkeAng   •  Maintenance  •  Success  criteria   •  Budget  •  Content  plan  
  40. 40. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Be  Useful  
  41. 41. Ways  to  accept  payment  •  Cash  –  person  to  person  •  Bank  deposit  •  Remi2ance  service  •  Credit  card  •  SMS  
  42. 42. Life  Cycle  of  a  Transac/on  -­‐  Authoriza/on   1.  Consumer  Selects  goods   2.  Website  redirects   3.  Gateway  accepts   to  purchase   Consumer  to  Payment   payment  details  from   Gateway   Consumer   4.  Gateway  encrypts   transac/on  and   8.  Acquirer  passes   transmits  to  Acquirer.   transac/on  result  to   Gateway.  7.  Issuer  check  for  sufficient  funds  and  provides   Card  Authoriza/on   Network   5.  Acquirer  sends   6.  Card  Network  routes   transac/on  to  Card   transac/on  to  Issuer  of   Network   Credit  Card  
  43. 43. Life  Cycle  of  a  Transac/on  -­‐  SeWlement   1.  Gateway  closes  off   Batch  and  transmits  to   Acquirer   5.  Acquirer  Makes  Deposit   to  Merchant’s  Account  4.  Issuer  Debits  Card  Holder’s  Account   Card   Network   3.  Card  Network  seWles   2.  Acquirer  sends  Batch  to   transac/on  by  paying  Acquirer   Card  Network   and  debi/ng  Issuer  Account  
  44. 44. Charge  Backs  and  Refunds   Website   Issuer   Card   Acquirer   Network  
  45. 45. h2ps://www.yespayments.com.ph/  
  46. 46. h2p://www.kaban.com.ph  
  47. 47. h2p://www.cashsense.com  
  48. 48. Sell  via  Facebook  page  using  h2p://apps.facebook.com/cashsense  
  49. 49. h2p://www.paynamics.com  
  50. 50. h2p://www.xend.com.ph  
  51. 51. Book  reference:  Brains  on  Fire  
  52. 52. Improve  •  Products  •  MarkeAng  •  Content  •  Sales  •  Customer  Service  
  53. 53. h2p://bit.ly/pSQ37H  
  54. 54. Content   ConAnuous  Research   Community   Cost-­‐effecAve  Capacity  building   Commitment   Photo  credit:  PinayAds.com  
  55. 55. h2p://digitalfilipinocom.ning.com  h2p://digitalfilipino.podomaAc.com  
  56. 56. h2p://slideshare.net/jane2etoral  
  57. 57. Join  the  DigitalFilipino  Club  today..   h2p://www.e-­‐commercephilippines.com  
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