Superfast Business - Winning and Keeping Customers Online

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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

w: www.superfastbusiness.co.uk
e: info@superfastbusiness.co.uk
t: 0845 603 8593

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  • Contract signed in January Just announced the first communities Wellington, taunton areas 24MBitss per second most people But some will be lucky enough to get direct to home internet which will be much faster. Most of us currently have low upload but upload speeds will be much higher
  • How can we ensure business is making the most of super fast. What value can it bring How can rural businesses keep up
  • http://www.youtube.com/watch?v=G7KZR9NwKQQ
  • This is the standard journey you will take through this process So following todays awareness You will be contacted by a business advisor who will draw up an action plan with you They will then arrange for an appropriate specialist to contact you to discuss you requirements and arrange either a 1-2-1 or a workshop with you
  • Levels / Who gets what / partner engagement Screenshotof homepage – local area info, what it includes Table – 3 audiences Current website – watch it grow s
  • Hints tips ideas in maximising your customers online experience
  • Source Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf UK number one – trade online V GDP is the best Internet Economy Accounts 12.4% of GDP Reasons – Rural nature of customers south west is the capital of trading on ebay used to mailorder catalogue buying – distance buying Source Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf
  • By 2016 the G20 internet retail will reach $4.2 trillion in the G-20 economies By 2016 that figure is going to double DO you trade at that percentage? B-C By 2016 the G20 internet retail will reach $4.2 trillion in the G-20 economies
  • Who is using internet well and who isnt Looking at the last 3 years of growth People who have adopted it well have grown In the UK it’s 12% for high web and 4% for low web Source Boston Consulting The $4.2 Trillion Opportunity March 2012 The Internet Economy in the G-20 Take this for technology too https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf Figures for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success In the UK it’s 12% for high web and 4% for low web Source Boston Consulting The $4.2 Trillion Opportunity March 2012 The Internet Economy in the G-20 Take this for technology too https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf Figures for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success
  • Companies that haven't adapted Havent used tech to their advantage Blockbuster HMV
  • Tesco – 6% of UK Sales (£2.8 bn) Pearson PUBLISHERS FT - digital is nearly double print – 33% - £2 bn digital (Penguin books – 17% - book revenues online and Financial Times – subscriptions : 316k digital versus 286k print) So they have adapted really well Tesco – 6% of UK Sales (£2.8 bn) Pearson – 33% - £2 bn digital (Penguin books – 17% - book revenues online and Financial Times – subscriptions : 316k digital versus 286k print)
  • Do you all know what an ‘organic search’ is???? How many of you have an optimised website Holiday cottages devon then they click on your website
  • Optify B2B As you can see the organic search is the still the number one driver for traffic Yet it’s the second best driver for leads. This shows us that actually more leads come from people who know you! http://www.optify.net/business-to-business-marketing/2012-b2b-marketing-trends
  • http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf Google most popular in UK Bing is bigger in the US This shows how Google is still clearly the leader of organic visits compared to other search engines.
  • Matt Cutts – How search works
  • Get the basics right. Make sure each page has the 2. Google sees that when people link to your website as a vote Site maps Site : Shows how google indexes your site 3. BBC indexed every minute
  • http://www.youtube.com/watch?v=BNHR6IQJGZs Http://www.youtube.com/watch?v=BNHR6IQJGZs That’s just the starting point Long process I have only talked about level 1 the basics Its not quick… it may take 12-18 months Get this right then move to the higher levels
  • Content content content People ignore this DO you know how many pages you have on your website Mens wellies search brings up mole valley
  • These can be PDF How to….. Authorship How influential are you in the online world.. Talk about that later If its not Btoc but more B2B Write guides to make you look like an expert
  • Mobile Stats
  • That shows us how important mobile is One that stands out (apart from the toothbrush one) is that we carry our phones for 14 hours a day Mobile combines B2B & B2C as at work in B2B then when we go home we are B2C
  • The Wikitude World Browser is your “third eye” and allows you to see things you wouldn’t normally see. Wikitude’s Augmented Reality connects you with the world around you in a completely new way. By using the camera, simply hold up your smartphone and engage with your immediate surroundings. See places, discover people, play games – all through your camera’s field of vision – a truly exciting and immersive experience.Wikitude is not just an app that serves one purpose, it is rather a platform that hosts thousands of content providers each offering a different service. In a way, Wikitude is almost like an app store offering Augmented Reality apps or better Augmented Reality
  • Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time.
Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages
  • Square card and huddlebuy Connect with sage Create invoices
  • E-news out perform all offer mediums Those customers have given their contact details and are happy to be contacted Source optify 2012   62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%). http://www.marketingcharts.com/wp/direct/emails-conversion-rate-outperforms-other-b2b-web-traffic-sources-26444/ Source optify 2012  62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%). http://www.marketingcharts.com/wp/direct/emails-conversion-rate-outperforms-other-b2b-web-traffic-sources-26444/
  • Segmented – making sure content is relevent
  • Self service… Websites - Constant contact, mail chimp not difficult to use and it measures
  • Create URL It give you code to embed in e-newsletter Using mail chimp IT will then track the effectiveness of the campaign by monitoring clicks from enewletter tracks
  • Here ’ s how apple do it…this is how axminster tools do it Include: 1 sales 1 helpful thing 1 thing about the business Here ’ s how apple do it…
  • B to B Optify report
  • Listening Broadcast Content Community you can set up searches keyword and your business name Listen to competitors Google Alerts Create opportunities River Cottage
  • Want everyone to know that what I am saying is about this particular conversation/subject Journo reqquest – Helen Kindred rose – Country living
  • Used on 6 different channels – including websites blog e-newsletter
  • Broadcast interesting things… not what you had for breakfast What do your consumers want to know about that… if you don’t know.. You should go back to listen.
  • Show the video – this video footage was then used Content first strategy You tube Show the video – this video footage was then used Not professionally filmed just on smartphone Embedded advert Put in newsletter Used same content through all communication channels
  • Then used same content for facebook Used on 6 different channels – including websites blog e-newsletter
  • Video – compelling content Axminster tools setup half a kitchen and half a shed.. They film every new tool using them and publish the film. This is successful for axminster tools – enhanced their basket buying rate by 50% What could you do like this?
  • http://www.youtube.com/watch?v=Ld7x1gz4Hzk Sony xperia now has its own you tube channel with self support videos. This has reduced their need to customer service as people can fix themselves
  • http://www.teletech.com/media/15161385/the_roi_of_customer_experience_prg.pdf
  • A central CRM system for Enquires, leads Customer sales Customer service handling Can record telephone conversations Can provide reports Use data to provide forecasting Be a mine of intelligence Accessible from anywhere for all staff to input and use
  • Social Media Telephone Email Staff input
  • Sugar – around £35 a month Capsule £8 per month per user or free for 2 users
  • Using a CRM system you can map a customer journey So when you go on holiday the whole process can be stressful You book the holiday your nervous if you have done the right thing. They sent you
  • http://www.customerforlife.com/blog/wp-content/uploads/2013/03/ft-existing-customers-10-16.png
  • Big battle ground for the industry is the instant messaging war. MS are making massive strides intot he market by buying Skype. Email in the cloud and sending attachments to each other. The next logical step is seeing each others eyeballs. I’m sitting 280 miles away and we are building a presentation together. If you believe Google is great then Hangouts is great. All email contacts are in together. In Microsoft Lync/Skype a really important event. Lync world will have a telephone number attached to your Lync account. Skype will really blend into Lync. If you have a live.com email address, skydrive, skype connectivity and Facebook. This is the area that massively benefit with superfast broadband
  • Extract from Microsoft – all possible due to collaboration.
  • What
  • By applying intelligence to data we can build data into Informatioon Knowledge and wisdom
  • Who has analytics Who has used it
  • This is the basics What did they type into google What did they buy… Did they buy?
  • What about your person place in the social world 50 + is good Companies now offering deals for higher scores Barak obama 100 Compare yourself to competitors
  • This is what klout measures Who retweeted you etc Google uses this for authority
  • Where is this going.. More effectively Source: Eric Siegel Predictive Analytics 2013 Source: Eric Siegel Predictive Analytics 2013
  • Its already happening Reduced crime by 40% in one district by using predictive analytics Minority report
  • Please make use of the range of social media and communication channels set up to keep you up to date with the service and technology.
  • Superfast Business - Winning and Keeping Customers Online

    1. 1. TROWBRIDGE ANIMATION EVENT 12th September 2013 Chris Lyons, Partnership Manager
    2. 2. Roll Out • The Government ambition is to have the best Superfast Broadband Network in Europe by 2016. • By 2014 two thirds of UK premises (residential and business) will have access to superfast broadband • Improved broadband (>2mbitsps) to every business and community across Wiltshire by 2016 • Faster broadband (>20mbitsps) to at least 90% of the area by 2016
    3. 3. What is superfast business? •Superfast Business is a European Funded programme of fully funded business support for SMEs •Delivered by Business West, working with Wiltshire Unitary Council
    4. 4. • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:  Competitive advantage  Increased productivity  Access to new markets  Remote working  Opportunity for innovation  Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service Superfast Business Support
    5. 5. The Connectivity “Revolution” http://www.youtube.com/watch?v=G7KZR9NwKQQ
    6. 6. Support Available – 12 hours of support
    7. 7. Potential Key Service Themes and sub-themes Module # 1 Social Media. Helping businesses use social media to improve their digital marketing and access new markets Module # 2 Security Disaster Recovery and Business Continuity. Helping businesses manage through ICT crisis Module # 3 E Commerce Moving from as traditional business model to on line trading . Helping businesses find new channels to market Module # 4 Software as a Service: Accessing Business application software services from the web Module # 5 ICT Procurement: Helping clients make good choices in the procurement of ICT equipment Module # 6 Remote and collaborative working. Helping clients work together or with their customers effectively from separate locations Module # 7 Using SFBB to help you access Public sector tenders and other tendering opportunities. Module # 8 Tablets, Notepads and iPads. Using tablet technology in the workplace Module # 9 Effective web sites. Make your web site work harder Module # 10 Internationalising your web site. Module # 11 Develop your ICT Strategy. Module #12 Developing your ICT network to take advantage of Superfast Broadband
    8. 8. Welcome Kate Doodson Cosmic @cosmickated
    9. 9. Top 10 tips to win and keep customers online
    10. 10. Boston Consulting report Oct 2012
    11. 11. Business is Changing UK ?
    12. 12. Business with no change? 2012 Physical CDs - ½ million Downloads –183m
    13. 13. Businesses that have adapted 6% of UK Sales £2.6 billion 33% of UK Sales £2 billion – digital 17% - book revenues onlineFinancial Times subscriptions : 316k digital vs 286k print
    14. 14. 1. Optimise for reach Find customers you don’t already know
    15. 15. Organic is still the number 1 driver of traffic to websites in 2012
    16. 16. How search works
    17. 17. Search Engine Optimation Get the basics right 1.Optimise for onsite phrases – 2-3 keyword phrases per page – Content, titles. Paragraph titles – Page titles – Footers – Images 2.Get strong and relevant links back to your site 3.Update your site regularly
    18. 18. • SEO basics video
    19. 19. Content is King • 47% of site visits from organic source • High levels of content • 300,000 pages on our website that are indexed by Google • Broad phrase approach
    20. 20. SEO next steps…. – Create enough content for products and services ‘deep dive’ content Create new content – that resolves customers issues • How do I choose the right wind turbine • How do I organise a …. • What’s the best … • How do I repair – That meets with needs earlier in their buying journey • What’s the best…. • What’s a ….. • How do I…. – That makes you an expert • Create authority content and tag yourself as the author
    21. 21. 2. Think mobile How does mobile fit in with customer acquisition?
    22. 22. Gaining the mobile customer http://www.youtube.com/watch?v=GRiwUCXPo8U
    23. 23. Mobile marketing • We can check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside check- in – Voucher discounts and deals • Foursquare – Check-in – Vouchers and deals
    24. 24. • http://www.wikitude.com/tour/wikitude-world-browser Use your camera as a browser….
    25. 25. Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
    26. 26. Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units http://www.youtube.com/watch?v=iz4ykMn3UR4
    27. 27. Aurasma http://blippar.com Create your own…and … tap-to-buy
    28. 28. Mobile sales And we can receive payments from cards…. 2.75% per swipe for Visa, American Express, MasterCard and Discover. No contracts, monthly fees or merchant accounts. Funds are deposited into bank account the next day.
    29. 29. • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals Think mobile.. Is your business mobile friendly?r
    30. 30. 3. The power of e-news Do you keep your current clients up to date?
    31. 31. E-newsletter conversion rates 100,000,000 web visitors to e-commerce sites* Conversion Rate E-news 3.9% Google 2.4% Facebook 1.5% *optify Sept 2012
    32. 32. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine – Shooting – Farming
    33. 33. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
    34. 34. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
    35. 35. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
    36. 36. 4. Don't ignore social media For winning and keeping customers
    37. 37. Use social media for sales • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
    38. 38. Hashtag ideas
    39. 39. Adapted from ‘Media Cloverleaf’ by Richard ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos
    40. 40. Use social media for sales • Broadcasting your messages • Broadcast your brand and reputation • Let people know what you are doing • Engage in consumers conversations • Become interested and interesting • Link back to your website
    41. 41. • What content? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials Becoming significant in Search Results Pre sales – research Post sales - support Content first strategy
    42. 42. Customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides. Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
    43. 43. Social media customer support ASOS customer support channel
    44. 44. Don’t ignore social media • Use listening tools for sales opportunities and reputation management • Broadcast, but link back to your website & measure your success • Create a ‘content first’ strategy. Create content and use many times • Look at video as an engagement tool • Use it for customer support too – set up separate channels if needed
    45. 45. 5. From CRM to CXM How can CRM help your business?
    46. 46. Customer Relationship Management should be core to your business. ‘It’s not just about the product anymore. Customers shape their attitudes and behaviours toward companies based on the totality of their experiences with a brand, including support and other interactions they have.’ Customer Relationship Management should be core to your business. ‘It’s not just about the product anymore. Customers shape their attitudes and behaviours toward companies based on the totality of their experiences with a brand, including support and other interactions they have.’ http://www.youtube.com/watch?v=TXWn_4lumkw
    47. 47. • Business benefits of CRM – Management decision making is nimble and well informed supported by real-time reporting across all business teams. –  Staff manage their time more effectively. CRM prompts users to follow up on activities and sends automated alerts when important actions occur. –  The value of each customer relationship is understood so service resources can be prioritised to protect the most profitable accounts. – Workflow automation replaces repetitive manual processes to cut admin work and eliminate duplication so teams can focus on profitable activity. –  Customer churn is minimal. Users have access to all the relationship detail they need to engage with clients and deal with service requests efficiently. –  Users can instantly check customer order histories to assess buying patterns and identify new sales opportunities. –  Mobile and remote staff work productively with reliable access to all the customer and activity information they need via their mobile device. –  Sales cycles are reduced and win rates improved as teams have clear visibility of which prospects are most likely to close.
    48. 48. • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus.  Why use a CRM?
    49. 49. Inputs from many sources
    50. 50. CRM Journey Outputs Customer Data Analytics Project Management Reporting
    51. 51. Customer relationship management systems
    52. 52. Designing a CRM system • Paper exercise – Outputs – what do you want out of the system, reports, processes, integration – Inputs - customer touchpoints – when, what media, what content, who inputs • Think about policies for data cleansing, removal and exporting • Intelligence check – any thing else?
    53. 53. Map your CRM to your customer journey
    54. 54. 6, 7 & 8 Always be available for your customers Unified comms, online chat and video call in style
    55. 55. Web chat on your website? • 20% increase in conversion • Engaged customers typically have 35% higher order values • customer service reduces issue-handling costs by 25% http://www.liveperson.com/liveengage#stha sh.YGvaDdz5.dpuf Live engage 2013*
    56. 56. Video conferencing Currently biggest battleground… •Google Hangouts - (email contacts are synced with hangouts) & •Skype/ Microsoft Lync instant message, collaboration •Unified Communications Massive strides forward with superfast broadband
    57. 57. Unified Communications - The business case • Reduce travel and training costs by 30 % • Reduce property and facility costs by 40 % • Reduce telephony and audio conferencing charges by 40% • Reduce cost of voicemail by 60 % • Reduce IT infrastructure and administration by 50% *Microsoft research 2012
    58. 58. 9. Learn more about your customers How well do we know our customers?
    59. 59. •We are creating 2.5 billlion GB of data every day •In the last 2 years we have created 90% of the data on the planet
    60. 60. Small businesses? Customer data + production data + competitor prices + supply prices +market predictions+ weather forecast + geo location + email correspondence = Big data
    61. 61. Customer intelligence • Analysing customer behaviour • Web statistics • Social media mentions, engagement • Email traffic • Telephone conversation logging • Knowledge base usage • Web searches • Social media cues sentiment analysis • Feedback
    62. 62. Understanding analytics 1. Who are your visitors 2. How do they get to your site 3. What do they do once they are there
    63. 63. How much Klout do you have?
    64. 64. Sprout social
    65. 65. 10. Predict your customer's future
    66. 66. Predictive Analytics • Why is data now so important? • Because it can predict behaviours • Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
    67. 67. LA Police Review 13 million past crimes to predict current behavior
    68. 68. Gain customer insights • Look at what data you store, Analytics, Social, e-news, • Review your Klout (or Peer review) score against your competitors • Look at where your business could gain more data • Think about Predictive Analytics
    69. 69. New ways to win and keep customers
    70. 70. • www.superfastbusiness.co.uk • twitter @superfastbiz • Facebook www.facebook.com/superfastbiz • join our LinkedIn group 'Superfast Business SW' • info@superfastbusiness.co.uk • 0845 603 8593 Find out more
    71. 71. Questions?

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