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Click to Prosper course Day 2


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This is Day Two of the "Click to Prosper" course, run across the Lincolnshire coast with businesses taking part in the Coastal Business Development Programme 2013-15.

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Click to Prosper course Day 2

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  5. 5. Need  to  see  if  the  businesses  are  doing  their  own  Wi-­‐Fi  or  using  a  commercial   provider  –  issue  of  legality  and  monitoring     Wi-­‐Fi  extenders  range  in  cost  from  about  £20  -­‐  £40   5  
  6. 6. Fibre  to  the  Cabinet  (FTTC)  soluHon  –  via  BT  (Other  providers  doing  wireless   provision  around  the  county  though)     Fibre  to  the  Property  (FTTP)  MUCH  more  expensive  –  but  this  happens  already  in   Virgin-­‐enabled  areas.     £28.6  M  of  public  funds  (LCC  and  Districts)  +  Govt  BDUK  +  BT  funds  county-­‐wide  –   part  of  naHonal  programme           6  
  7. 7. •  Talk  through  slide  detail       7  
  8. 8. •  Social  networking  sites  –  i.e.  Facebook,  Twier,  LinkedIn  etc   •  Explain  –  Blog,  forum,  group   •  Explain  –  Visitor  engagement  is  increased  by  using  video,  photos  etc.  more  than   text  alone   •  MenHon  Apps  (iPhone  /iPad  and  Android)     8  
  9. 9. •  Describe  social  media  as  engaging,  you  are  not  telling.   •  It  is  not  just  about  adverHsing  you  and  your  services     •  It’s  all  about  interacHon     9  
  10. 10. •  There  are  hundreds  of  sites,  don’t  get  paralysed  by  the  choice   •  Don’t  think  you  need  to  be  in  all  of  them   •  It’s  which  sites  that  are  right  for  you  that  counts   •  Do  menHon  –  growing  faster  than  FaceBook  did   10  
  11. 11. •  Most  commonly  used  sites  amongst  Small  &  medium  sized  businesses  (USA  &   Western  Europe)   •  Source  on  slide       11  
  12. 12. •  Advantages  of  Social  Media  –  Self  Explanatory   12  
  13. 13. •  Disadvantages  of  Social  Media  -­‐  Self  explanatory   13  
  14. 14. •  Reasons  to  use  Social  Media  –  talk  through  slide   The  fastest  growing  group  currently  on  FaceBook  and  Google  +  is  the  55-­‐64  year  old   group   14  
  15. 15. •  Benefits  gained  by  using  Social  Media  –  SMEs  (USA  &  Western  Europe)   •  Source  on  slide     15  
  16. 16. •  The  “Big  5”  Social  Media  sites     •  BUT  nothing  is  forever  –  give  example  and  encourage  delegates  to   keep  an  eye  on  the  social  media  space   •  MenHon  for  very  rapid  growth….   •  SnapChat  has  overtaken  FaceBook  amongst  US  14-­‐25  year  olds….   16  
  17. 17. •  Google  plus  stats  and  informaHon    –  Self  Explanatory     17  
  18. 18. •  Google  plus  –  example  of  an  organisaHonal  entry  –  Lincolnshire  Chamber  of   Commerce   •  Quick  overview  of  the  secHons  at  the  lel   18  
  19. 19. •  Facebook  stats  and  informaHon  –  Self  Explanatory   19  
  20. 20. •  FaceBook  SECWHA  group  page  –  encourage  delegates  to  view  and  join  group   post-­‐session  -­‐     20  
  21. 21. •  YouTube  –  Self  Explanatory   •  26/12/13  data   21  
  22. 22. Discuss  how  Lauren  Luke  uses  YouTube  (see  her  website  for   bio)       Key  message  is  that  anyone  can  use  YouTube  and  that  videos  do  not  need  high   producHon  values  and  costs  to  be  very  effecHve       Hyperlink  to  video  on  YouTube  –  but  suggest  pre-­‐launching  this  before  event  and   pausing  (there  is  a  15  second  advert  first  –  for  which  Lauren  Luke  gets  about  50%  of   revenue  )     She  has  also  got  a  iPhone  /iPad  app,  Nintendo  DS  game  and  other  media  too  in   partnership  with  a  range  of  other  businesses)   22  
  23. 23. •  Twier  –  Self  Explanatory     23  
  24. 24. #  Hashtag         #Skegness   24  
  25. 25. •  LinkedIn  –  Self  Explanatory     25  
  26. 26. •  Example  of  a  completed  LinkedIn  profile  page  –  could  subsHtute  your  own  or   another     26  
  27. 27. •  Bit  of  humour  with  an  edge  of  truth   27  
  28. 28. •  Warnings  –  self  explanatory   28  
  29. 29. •  Self-­‐explanatory  –  real  FaceBook  example!     29  
  30. 30. •  As  earlier  slide,  social  media  can  be  used  for  a  range  of  purposes  –  which  will  be   most  useful  for  you   •  What  do  you  want  to  achieve?         30  
  31. 31.     Free  for  30  days  then  $8.99  month   31  
  32. 32. Automate  when  messages  go  out   32  
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  35. 35. Jakob  Nielsen  is  a  web  usability  “guru”,  and  an  extremely  influenHal  commentator   on  the  web,  visit  his  site  at  for  more  informaHon  about  how  people   really  use  the  web.     WIIFM  =  What’s  In  It  For  Me?     35  
  36. 36. It’s  important  to  define  who  a  website  is  aimed  at  –  they  are  the  people  that  the  site   HAS  to  be  designed  and  wrien  to  meet  the  needs  of.     Are  they  male  /female  /  based  in  UK  /  based  overseas  /  what  language  do  they   speak  /  technically  very  aware  /  not  very  technical  etc.    Are  there  more  than  one   type  of  audience  (e.g.  consumers  /  retailers)?       How  will  they  use  the  website?    Will  they  be  in  and  out  very  quickly,  will  they  browse   more,  go  there  to  search  for  detailed  technical  informaHon  or  just  quickly  check   company  credenHals  -­‐  what  would  delegates  expect?     What  technology  do  they  have?    For  example,  if  a  business  sells  agricultural   equipment,  many  farmers  are  based  in  areas  with  currently  poor  or  no  broadband.  A   site  which  is  heavy  on  graphics  and  uses  moving  imagery  may  be  very  difficult  for   them  to  view:  they  will  go  elsewhere.     Many  people  now  browse  the  web  via  their  mobile  phone  –  if  this  a  target  audience,   maybe  a  specific  mobile  version  of  the  website  might  be  needed  –  or  even  an  app   developed.     36  
  37. 37. What  does  the  delegate  really  want  the  visitor  to  do?    (This  Hes  straight  back  in  to   what  the  business  aims  for  the  website  are.)     If  it  is  “contact  us”  –  then  how?    Via  email  or  telephone?  Is  it  different  for  different   types  of  visitors?       Perhaps  delegates  don’t  really  want  them  to  contact  them  at  all,  but  just  buy  online   –  for  example,  it  is  not  immediately  obvious  how  to  contact  Amazon  via  phone,  but   they  have  FAQs  and  have  made  their  buying  process  simple.       Visitors  have  to  trust  the  site  enough  to  do  what  it  wants  them  to  do  –  and  giving   their  credit  card  details  via  the  web  is  a  high  trust  acHvity  that  they  might  not  wish   to  do  yet.     So  –  if  they  won’t  give  their  credit  card  details,  will  they  give  their  email  (a  lower   trust  acHvity)  so  that  you  can  then  be  in  control  of  the  contact  process,  and  not  lose   them  as  potenHal  customers?     37  
  38. 38.     38  
  39. 39. Suggest  to  delegates  that  they  explore  as  many  different  types  of  websites  as  they   can:  look  at  a  broad  range  of  sites  –  ideas  can  start  from  anywhere!     You  should  try  to  analyse  what  works,  what  doesn’t  and  why     When  they  find  both  good  and  bad  examples,  add  to  “Favourites”  in  Internet   Explorer,  “Bookmarks”  in  Firefox  and  Google  Chrome,  or  use  a  free  online  tool  such   as  so  they  can  find  them  later.       39  
  40. 40. Cardiff  Contemporary  is  a  site  designed  to  bring  together  as  a  portal  contemporary   arHsts,  fesHvals,  exhibiHons  etc.  in  Cardiff  and  to  raise  the  profile  of  visual  art  acHvity   in  Cardiff!     White  text  on  a  dark  blue  background  (very  hard  to  read),  no  imagery  throughout   much  of  the  site,  no  parHcular  calls  to  acHon,  using  mailto:  to  link  (not  using  contact   forms  means  that  spam  harvesHng  programme  will  collect  the  email  address  –   important  point  to  raise  with  delegates)  etc.     Get  delegates  to  explore  what  they  think  is  bad  about  this  site  –   40  
  41. 41. Unfortunately,  there  isn’t  a  shortage  of  possible  issues  here!    -­‐  they’ve  changed  the  site  (it’s  even  worse,   if  that  is  possible…)     Talk  about  the  importance  of  trust  –  and  how  it  can  be  built  via  a  website  –  and  why   this  site  doesn’t!     Bad  design,  bad  imagery,  frankly  insane  text…  the  “Well  Hello”  secHon  in  orange   conHnues  “we  are  the  HaPpY  removal  bunch  to  take  you  through  the  credit   crunch….”     Get  delegates  to  explore  what  they  think  is  bad  about  this  site  –     Perhaps  it  is  so  bad…it’s  good?   41  
  42. 42. This was research carried out by Etre ( The pattern that they identified here – a rough F shape – seems to be common across other sites too. (Interestingly, Arabic websites seem to have the mirror image – Arabic is read from right to left!) is the website. The model is Twiggy, notice that her face is scanned more than the clothes she is wearing. Etre again find this to be a common effect – humans are psychologically tuned-into faces. Above the white line is where the viewer would see the website without having to scroll down – it’s known as “above the fold”, (as with a newspaper). If your main message to your visitor, or the action that you want them to do is below the fold, chances are they won’t see it. About half a sites visitors don’t go below the fold. (There is a huge debate about this issue amongst the web community, with some designers saying the effect isn’t a problem...) Where a website will have the fold at different resolutions can be tested at   42  
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  44. 44. What  are  you  really  trying  to  get  somebody  to  do  with  email  markeHng?           The  answer  normally  is  to  click  on  a  link……that  takes  you  through  to  a   website…..etc.     44  
  45. 45. Email  can  be  a  great  tool  to  engage  with  your  exisHng  customer  base  to  enhance   your  relaHonship,  (e.g.  building  them  up  to  be  to  loyal  supporters  who  recommend).     For  example,  ‘cross-­‐selling’  or  ‘up-­‐selling’  to  exisHng  clients  has  a  much  lower  cost-­‐ of-­‐sale  than  ge{ng  a  new  customer.           45  
  46. 46. There  is  always  a  temptaHon  to  just  collect  email  addresses  everywhere  –  BUT  be   careful!     Expressed  permission  “comes  from  the  user  in  person,  when  they  check  a  box   requesHng  your  emails  on  a  site-­‐registraHon  form  or  at  a  point-­‐of-­‐purchase,  agrees   in  person  or  sends  in  an  email  request.”     "Implied"  permission  is  “not  acHvely  given  but  is  a  by-­‐product  of  another  acHon,   such  as  not  removing  the  checkmark  from  a  pre-­‐checked  email-­‐permission  box  on  a   site-­‐registraHon  form,  or  clicking  the  "agree"  radio  buon  on  an  end-­‐users   agreement  that  lists  receipt  of  email  as  a  condiHon  of  using  the  website.”     (DefiniHons  from  the  US  CAN-­‐Spam  Act).     46  
  47. 47. A  “Get  Out  of  Jail  Free”  card  is  the  “Sol  Opt-­‐in”  -­‐       You  may  send  markeHng  emails  to  an  individual   subscriber  where:     You  obtained  contact  details  of  recipient  in  the   course  of  a  sale  or  negoHaHons  for  sale  of  a   product  or  service     Content  relates  to  similar  products/services;     Recipient  has  been  given  a  simple  means  of   refusing  the  use  of  their  contact  details  at  Hme     47  
  48. 48. For  EACH  occurrence,  a  fine  of  £5,000  could  be  levied.    £5,000  X  600  =  £3  Million!     It  is  VERY  easy  to  screw  up  in  this  way  –  e.g.  by  cc-­‐ing  NOT  bcc-­‐ing  a  list.         Your  ordinary  email  system  is  not  designed  to  cope  with  usage  of  this  kind  –  e.g.  it   won’t  automaHcally  unsubscribe  addresses     You  might  even  be  breaking  the  terms  of  your  Internet  Service  Provider  –  and  they   definitely  won’t  like  you  emailing  in  this  way!   48  
  49. 49.  Bayes  Theory  -­‐  “The  probability  that  an  email  is  spam,  given  that  it  has  certain   words  in  it,  is  equal  to  the  probability  of  finding  those  certain  words  in  spam  email,   Hmes  the  probability  that  any  email  is  spam,  divided  by  the  probability  of  finding   those  words  in  any  email”       Otherwise  –  “If  it  waddles  like  a  duck,  quacks  like  a  duck,  and  has  feathers  like  a  duck   –  then  it’s  probably  a  duck!”   49  
  50. 50. Many  commercial  systems  are  US-­‐based  –  and  this  means  that  American  anH-­‐spam   legislaHon  applies,  (not  UK  law),  in  parHcular  the  CAN-­‐Spam  Act     Don’t  worry  about  this  unduly  –  it  really  just  follows  the  good  pracHce  we’ve  talked   about  on  this  course.  If  you  want  to  read  more,  type  this  shortened  link  into  your   web  browser          hp://       (US  Law  is  actually  stricter  than  UK  legislaHon  in  this  area.)           50  
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  52. 52. Not logged in to Google – and didn’t enter location (Lincoln) but gives map and Google Places listings 52  
  53. 53. Top 2 slides show what data the restaurant has added through Google Places for Business Logged in on bottom slide – showing that Google + builds on the community and local aspect = relevancy 53  
  54. 54. Very easy to set up - type in Google Places for Business and follow the instructions. 54  
  55. 55. Can choose not to show business address on listing (e.g. working from home) 55  
  56. 56. Can add photos, videos etc 56  
  57. 57. Need to await an activation postcard (to the address given) from Google – this will have a code on it. (Used to be able to do this stage by phone or mobile text, but this was open to abuse and was stopped) 57  
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  67. 67. We  encourage  you  to  keep  up  to  date!!!     67