Uktisw websites-distr


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UKTI Web Marketing Training - WEBSITES

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  • Introduce the Web brand positioning pyramid as a good tool to help us focus our web site in the right direction. Well come back to this later in the final day
  • Four good calls to action here – ringed to identify the different types
  • Point out the critical importance of a good plan or specification. The slide covers the main areas which need to be covered in a specification which could then be used to invite bids TMB advisers/HP centres of excellence could help with this
  • I hope this has given you a sense of how relatively simple it can be to set up an online store using a storebuilder application. We have some more information about eStore for you to take away if you are interested. Just to close, I wanted to touch briefly on the issue of online security. I say only briefly because my colleague Adele from Cisco Sytems is going to talk to you in detail about this in a minute. If you’re going to actually take payments on line, then you and your customers will want to be sure that these transactions are secure. There’s two aspects to consider. The first is to ensure you make use of the security technology available to you. This technology is called Secure Socket Layer or SSL. CLICK You may have noticed a small padlock that appears at the bottom of your browser screen when you’re using the Internet. Normally this padlock is shown in the unlocked position. However, when you enter a web page that has been secured using SSL, for example when you’re asked to enter sensitive information like credit card details, this padlock will become locked as shown at the bottom of the slide. Any information that is then passed between the browser and the web site is encrypted so that no one else can read it if they were to intercept it in some way. Some browsers use a different symbol to a padlock, but the principle is the same. A good storebuilder application will have an encryption security facility built in, and will ensure that any sensitive information passed between your customer and your business is protected.
  • The second aspect to consider is creating the climate of trust between you and your customers so that they feel confident and secure in doing business with you over the Internet. The best way to do this is to use your web site itself to demonstrate your credentials as a reputable business. Include information on your web site about how long you have been trading. Perhaps also include some testimonials from your customers and suppliers. Trust site seals such as the Verisign one shown on this slide are very powerful ways to demonstrate your credentials. I won’t say anymore about security as I now want to hand over to Adele from Cisco Systems who will talk about this important issue in more detail.
  • Uktisw websites-distr

    1. 1. <ul><li>Your Export Strategy and the Internet </li></ul>
    2. 2. Course Structure <ul><li>Web sites and International trade </li></ul><ul><ul><li>Best practice </li></ul></ul><ul><ul><li>Localisation issues </li></ul></ul><ul><li>Automated Trading with Customers and Suppliers </li></ul><ul><ul><li>E-Commerce </li></ul></ul><ul><li>On-line marketing techniques </li></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Attracting relevant international traffic </li></ul></ul><ul><ul><li>Search Marketing – optimisation (SEO) and pay per click (PPC) </li></ul></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Social Media Marketing </li></ul></ul>
    3. 3. <ul><li>Effective Websites for International Trading </li></ul><ul><li>MODULE 1 </li></ul>
    4. 4. <ul><li>‘ Like it or not, nowadays people will judge the quality of your products and your company by the quality of your website’ </li></ul><ul><ul><li>Jakob Nielsen, web design guru </li></ul></ul>Using the Web to Develop your Brand
    5. 5. Your Web Site – Your Brand <ul><li>Newcomers, and existing customers, will form an impression very quickly </li></ul><ul><ul><li>3-5 seconds? </li></ul></ul><ul><ul><li>At a subconscious level </li></ul></ul><ul><li>Your website is your most important marketing communications medium </li></ul><ul><li>It has to communicate your brand values </li></ul><ul><ul><li>What do you want your site to say about you? </li></ul></ul><ul><ul><ul><li>Good service, professional, low prices, cheap and cheerful, etc </li></ul></ul></ul><ul><li>For overseas companies your site may be their first exposure to your company </li></ul><ul><li>It will be communicated through a blend of design, content, functionality and navigation </li></ul>
    6. 6. First impressions? <ul><li>http:// / </li></ul><ul><li>http:// / </li></ul><ul><li> / </li></ul><ul><li> </li></ul><ul><li>Lafayette ambulance service </li></ul><ul><li> / </li></ul>
    7. 7. Exercise <ul><li>A good example of ‘best practice’ </li></ul><ul><ul><li>Make a note of the key points </li></ul></ul><ul><li>Chester Grosvenor Hotel </li></ul><ul><li>Other examples </li></ul><ul><li>Mytton fold hotel langho </li></ul><ul><li>Burton on Trent official website </li></ul>
    8. 8. Site strategy How will we deliver the benefits? A blend of CONTENT, DESIGN, FUNCTIONALITY and NAVIGATION Brand Values – what are our key brand values we can communicate to our visitors Site benefits – what will the site do for them? Target Customer Profile (s) – a description of the specific type of visitors we are looking to attract (no more than 2 profiles) Positioning Statement Web Brand Positioning Pyramid <ul><li>A statement encapsulating the mission </li></ul><ul><li>for the site with particular emphasis on </li></ul><ul><li>how it is differentiated from others </li></ul><ul><li>What is our website for? </li></ul><ul><li>What are our objectives? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What value does the site offer? </li></ul><ul><ul><li>To customers, visitors </li></ul></ul>NB: The content, functionality, design and navigation features will not necessarily be unique BUT… CONTENT+DESIGN+FUNCTIONALITY+NAVIGATION=UNIQUE POSITIONING
    9. 9. The Four Key Areas <ul><li>We need to consider the following key areas…. </li></ul><ul><li>Navigation </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Functionality </li></ul><ul><li>Marketing and Visibility </li></ul>
    10. 10. Navigation some best practice points <ul><li>Navigation tabs </li></ul><ul><ul><li>top or left hand side </li></ul></ul><ul><ul><li>Same position on every page – consistency id important </li></ul></ul><ul><li>Include a search mechanism </li></ul><ul><ul><li>Eg – or even google! </li></ul></ul><ul><li>Include a site map </li></ul><ul><ul><li>Search engines like site maps – allows them to navigate and index the site more easily </li></ul></ul>
    11. 11. Site Maps
    12. 12. Navigation by atlas or flags for international visitors?
    13. 13. Navigation– some best practice points <ul><li>Follow the 3 click rule </li></ul><ul><li>Make sure the homepage is accessible from all other pages </li></ul><ul><li>A good designer will know how to lay out content for ease of navigation </li></ul><ul><li>No more than 3 nested levels – search engines may not index below 3 levels </li></ul><ul><li>Use a ‘crumbtrail’ so people know where they are </li></ul>
    14. 14. An example-
    15. 15. The Four Key Areas <ul><li>We need to consider the following key areas…. </li></ul><ul><li>Navigation </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Functionality </li></ul>
    16. 16. Content – ‘Best Practice’ <ul><li>Content will be determined by the site objectives </li></ul><ul><li>Comprehensive content </li></ul><ul><ul><li>wider than just product/company information – like the Chester Grosvenor </li></ul></ul><ul><ul><li>People develop trust in websites which provide them with added value information </li></ul></ul><ul><li>Relevant to audience </li></ul><ul><ul><li>Focused </li></ul></ul><ul><ul><li>No inappropriate content </li></ul></ul><ul><li>Contact details at all relevant points </li></ul><ul><ul><li>Telephone, email, fax </li></ul></ul><ul><li>Capability of signing up (by email) for ongoing contact </li></ul><ul><ul><li>Eg Newsletters, product promotions </li></ul></ul><ul><li>For e-commerce sites – terms and conditions, privacy statements </li></ul><ul><li>‘ Calls to action’ at relevant points </li></ul>
    17. 17. Examples of “Calls for action”
    18. 18. Examples of “Calls for action”
    19. 19. Landing Pages <ul><li>Its not just the home page which needs to engage your audience </li></ul><ul><li>Pages searchers and browsers land on which are ‘call to action’ rich </li></ul><ul><li>Designed to get visitors to contact you or buy from you </li></ul>
    20. 20. An Ideal Landing Page… -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
    21. 21. An Ideal Landing Page…
    22. 22. Translated and localised content where relevant
    23. 23. Content <ul><ul><li>has to be compelling, relevant and up-to-date </li></ul></ul><ul><ul><li>Has to be well written </li></ul></ul><ul><ul><li>Use multimedia – video, flash , sound etc </li></ul></ul><ul><ul><li>Get the balance right between video, text and graphics </li></ul></ul><ul><ul><ul><li>Eg </li></ul></ul></ul><ul><ul><li>does not have to be our own eg </li></ul></ul><ul><ul><ul><li>bbc – where I live, Using multimap </li></ul></ul></ul><ul><ul><li>Content needs to be managed </li></ul></ul><ul><ul><ul><li>Content management tools and technologies </li></ul></ul></ul><ul><ul><ul><li>Is is Search engine compliant? </li></ul></ul></ul><ul><ul><ul><li>Eg Adobe Contribute </li></ul></ul></ul>Eg
    24. 24. User Generated Content (UGC) <ul><li>Web 2.0 concept – get users to contribute </li></ul><ul><ul><li>Add their own videos, testimonials etc </li></ul></ul><ul><ul><li>reviews </li></ul></ul><ul><ul><li>Eg </li></ul></ul><ul><li>For small businesses can be achieved via… </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter links </li></ul></ul>
    25. 25. The Four Key Areas <ul><li>We need to consider the following key areas…. </li></ul><ul><li>Navigation </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Functionality </li></ul>
    26. 26. Design – some best practice points <ul><li>Needs to reflect your brand and be compatible with offline marketing materials </li></ul><ul><li>Make sure your designer has appropriate creativity to match your target market – see examples, produce ideas </li></ul><ul><li>A light background – preferable white </li></ul><ul><ul><li>We are accustomed to reading dark text on a light background </li></ul></ul><ul><ul><li>Dark colours tiring on the eyes </li></ul></ul><ul><li>Uncluttered – effective use of space </li></ul><ul><li>Make sure your web designer will provide alternatives </li></ul><ul><li>Crisp images </li></ul><ul><li>Appropriate use of multimedia – images, sound, flash technology, streaming and online video </li></ul><ul><ul><li>Advantages – adds interest and additional functionality </li></ul></ul><ul><ul><li>Disadvantages – can impact the effectiveness of search engine indexing ; can slow down responsiveness and download time </li></ul></ul>
    27. 27. Design – is always a compromise… http:// /
    28. 28.
    29. 29.
    30. 30.
    31. 31. The Four Key Areas <ul><li>We need to consider the following key areas…. </li></ul><ul><li>Navigation </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Functionality </li></ul>
    32. 32. The Functionality of your site will depend on the objectives Simple site Ecommerce site Password Retailers site - content from database eg stock and pricing Wholesaler’s extranet Dynamic pages
    33. 33. Store contents & templates separately in database Query database & contents Eg Dynamically assemble personalised web pages when requested Import various information & media types User 1 User 2 User 3 Database Driven or HTML?
    34. 34. <ul><li>Would you use this architect again? </li></ul><ul><li>Or this web site designer ? </li></ul><ul><li>Check their portfolio </li></ul><ul><ul><li>Call a couple of their customers </li></ul></ul><ul><li>Understand what goes on behind the scenes </li></ul><ul><ul><li>What technologies will be employed </li></ul></ul><ul><ul><li>Consultants and advisers can help </li></ul></ul>Choosing and with Suppliers
    35. 35. A plan or s pecification –to cover… <ul><li>Include in written document signed off between you and the web company </li></ul><ul><li>Design, content, navigation, functionality, marketing </li></ul><ul><li>Functional requirement - eg mechanism for payment </li></ul><ul><li>Non functional requirement - eg hosting and security </li></ul><ul><li>Operational admin and requirements - eg content management, updating processes </li></ul><ul><li>Future requirements - eg integration plans for suppliers, internal systems, bank, etc </li></ul><ul><li>Marketing – online marketing of the site – SEO work </li></ul><ul><li>Transition between old site and new – eg 301 redirection work </li></ul><ul><li>The design and build process - Eg how many design iterations? </li></ul>
    36. 36. Hosting <ul><li>Make sure they are reliable </li></ul><ul><ul><li>See the directory at </li></ul></ul><ul><li>Service Level Agreements and Terms and Conditions </li></ul><ul><li>Do they support the technologies you need? </li></ul><ul><ul><li>Eg on line databases, streaming video, etc </li></ul></ul>
    37. 37. Measuring our Effectiveness <ul><li>The good news for marketing on the web is that virtually everything can be measured </li></ul>‘ I doubt that there is any other function in industry where management bases so much expenditure on such scanty knowledge.......probably no more than 0.2% of total advertising expenditure is used to achieve an enduring understanding of how to spend the other 99.8% Forrester ‘Advertising’ p.102 Kotler M.Mgt
    38. 38. Your Web Site and ‘Best Practice’
    39. 39. Exercise <ul><li>There are many factors to take into consideration when ‘localising’ websites for international trading. </li></ul><ul><li>What are they? </li></ul>
    40. 40. World languages by size
    41. 41. Websites and Localisation – Why bother with translation?
    42. 42. Websites and Localisation <ul><li>Not just translation – nuances of language and appreciation of cultural tastes and taboos </li></ul><ul><ul><li>Localised in terms of currencies, business practices, laws, regulation and taxes, iconography, colour association, technology available </li></ul></ul><ul><li>Words and phrases have different meanings </li></ul><ul><ul><li>'General Motors' was very successful in marketing its automobile, the Nova , in the United States. When they decided to export their product south of the border however, they were baffled when the car sold very, very slowly. Finally, someone let them in on the secret. In Spanish, &quot;No va&quot; is an entire sentence that means: &quot;It does not go.“ </li></ul></ul><ul><ul><li>In German, &quot;Mist&quot; is a slang word, which means &quot;manure&quot; . Many companies have had problems marketing their products in Germany as a result of this. Clairol, for example, experienced difficulties when trying to launch their &quot;Mist Stick&quot; curling iron in Germany.  </li></ul></ul><ul><ul><li>The Irish alcoholic beverage, &quot;Irish Mist&quot; did not sell very well in Germany either. </li></ul></ul>
    43. 43. An example <ul><li>European focus with Italian distributor </li></ul><ul><li>Part of website translated into Italian </li></ul><ul><li>Used Italian web designer to produce Italian pages </li></ul><ul><li>Use UKTI services for website localisation </li></ul><ul><ul><li>ECR services </li></ul></ul>
    44. 44. Mistranslation Examples <ul><li>“ Please dial 7 to retrieve your auto from the garbage” </li></ul>Mistranslation: Hotel Rome
    45. 45. Mistranslation Examples <ul><li>“ Why go somewhere else to be cheated when you can come here” </li></ul>Mistranslation: Indian shop window
    46. 46. Mistranslation Examples <ul><li>“ Please hang yourself here” </li></ul>Mistranslation: Hotel cloakroom, Berlin
    47. 47. Mistranslation Examples <ul><li>“ Nothing sucks like an Electrolux” </li></ul>Mistranslation: Ad targeting the US
    48. 48. Mistranslation Examples <ul><li>“ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” </li></ul>Mistranslation: Moscow hotel lobby
    49. 49. Websites and Localisation <ul><li>Iconography – US mailboxes and shopping cart icons may have no meaning in certain countries </li></ul><ul><ul><li>An example: </li></ul></ul><ul><ul><li>Gerber, a well-known food company, made a big mistake when they began to market their baby food in Africa. The label on the food packaging, the same as that used in the USA, displayed a picture of a Caucasian Baby.   </li></ul></ul><ul><ul><li>The problem arises from the fact that in Africa the majority of people cannot read. As a result, it is common practice for companies to put a picture on the label that clearly illustrates what is inside the packaging </li></ul></ul>
    50. 50. Websites and Localisation <ul><li>Some images may be offensive – eg open palms in Greece </li></ul><ul><li>Protocol: Certain cultural subtleties will need to be observed, such as presenting the male on the left in Asian family pictures, and showing only one child in Chinese </li></ul><ul><li>Numbers: Can be problematic, eg “4” in Japanese, and various numbers in Chinese </li></ul><ul><li>Colour associations – green has religious connotations in Islamic countries, black is sombre /mourning in most countries but white has same meaning in Japan, names written in red in Korea mean the person is dead </li></ul>
    51. 51. International Sites – B2B <ul><li>See IBM – Planet wide </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>See locations which prefer English </li></ul></ul>
    52. 52. International Sites – B2C Coca Cola
    53. 53. International Sites – B2B -eg Coca Cola Syria
    54. 54. Search Engine Issues eg -Submitting to Yandex <ul><li> </li></ul>
    55. 55. Action Planning Effective Web Sites for International Trading
    56. 56. <ul><li>Automating your Trading with Customers and Suppliers </li></ul><ul><li>MODULE 2 </li></ul>
    57. 57. <ul><li>Market leader for small businesses </li></ul><ul><li>From less than £400 – buy and DIY </li></ul><ul><li>Use their recommended partners </li></ul>
    58. 58. <ul><li>A popular package for small businesses </li></ul><ul><li>From £199 </li></ul><ul><li>Good educational site </li></ul><ul><li>Become part of an online shopping mall </li></ul>
    59. 59. <ul><li>Open source software </li></ul><ul><li>Free of charge – no license fees whatsoever </li></ul><ul><li>Good reputation </li></ul><ul><li>Continuously improved by the open community </li></ul>
    60. 60. Getting paid -using payment service providers Acquirer Merchant Acquirer -Acting on behalf of credit card companies - eg Worldpay, BT KwikPay Credit card details sent in encrypted form Credit card company Bank
    61. 61. Using payment service providers <ul><li>Worldpay, Netbanx, SassPay, SecureTrading, Datacash, …. </li></ul><ul><li>All provide secure payment facilities and on line authorisation </li></ul><ul><li>All offer slightly different services and different charging methods – affiliated with different banks, handle different cards, different currencies etc </li></ul><ul><li>See </li></ul><ul><li>A useful by-product is that we are trading via a secure server </li></ul><ul><li>All require that you have a separate e-trading bank account – merchant account </li></ul><ul><ul><li>Apply through PSP’s or your bank </li></ul></ul>                                                                                                           
    62. 62. Security -using the technology <ul><li>Secure Socket Layer (SSL) - the ‘padlock’ </li></ul><ul><ul><li>Information passed between browser and web site is encrypted </li></ul></ul><ul><ul><li>It’s unreadable to anyone else </li></ul></ul><ul><ul><li>A good storebuilder application will do this for you </li></ul></ul>
    63. 63. Legislation and tax – a moving target! <ul><li>On line traders need to adhere to ‘Distance Selling Regulations’ </li></ul><ul><ul><li> </li></ul></ul><ul><li>See Office of Fair Trading site for full details </li></ul><ul><ul><li> </li></ul></ul><ul><li>Key points:- </li></ul><ul><ul><li>1. Clear information to consumers on products, delivery, payment, cancellation rights… </li></ul></ul><ul><ul><li>2. Information has to be provided in writing </li></ul></ul><ul><ul><li>3 Consumer has 7 day cooling off period </li></ul></ul>
    64. 64. Creating a trusted environment <ul><li>Get an etrading accreditation </li></ul><ul><ul><li>And show the ‘code of practice’ </li></ul></ul><ul><ul><li>New from Google ‘ Google Trusted Stores’ </li></ul></ul><ul><li>Get a Digital Identity </li></ul>
    65. 65. Safebuy Assured <ul><li>Eg </li></ul>Get a trading accreditation – Eg –
    66. 66. Building confidence and trust- Digital Identity - Verisign
    67. 67. Some shortcuts… <ul><li>Get an ecommerce trading accreditation and conform with the ‘code of practice’ </li></ul><ul><ul><li>See later slides - TrustUK, Safebuy </li></ul></ul><ul><li>Download and follow the email marketing (and SMS) code of practice form </li></ul><ul><li>Follow the processes and postings of major etailers </li></ul><ul><ul><li>Eg http:// / </li></ul></ul><ul><ul><li>Eg </li></ul></ul>
    68. 68. Examples of High Performing Ecommerce sites <ul><li> </li></ul><ul><li> </li></ul><ul><li> and .eu </li></ul>