This document provides an agenda and summaries for a workshop on effective use of online tools to secure customer sales. The agenda includes topics like online shopping, using social media fans, and reacting to negative comments. A summary explains that online retail sales are growing and many consumers research purchases online or through mobile devices. The document then gives tips for building an online store and dealing with negative comments respectfully. Attendees are instructed to develop a strategy to engage fans through an exclusive social media initiative that allows feedback.

1. Digital Technology &
Social Media Upskilling for
Entrepreneurs – Day 3
WORKPLACE EDUCATION MANITOBA
MARTIJN VAN LUIJN – MVL CONSULTING

2. Welcome – Day 3
Effective Use of Online
Tools to Secure Customer
Sales
AGENDA
• REFRESHER & PADLET
• ONLINE SHOPPING. SHOULD YOU
SELL YOUR PRODUCT OR SERVICE
ONLINE?
• CROSS POLLINATION
• KISS METHOD WORKS FOR
ONLINE MARKETING TOO
• USING YOUR NUMBER ONE
FAN(S)
• HOW TO REACT TO NEGATIVE
COMMENTS AND TROLLING
• NEXT STEPS
• EVALUATION

3. Online shopping
Online retailers in Canada need to begin offering their
products online. E-commerce is no longer the future of
retail – it's the present. If Canadian retailers don't begin
letting consumers buy their products through online
credit card processing pages, then those consumers
are going to start turning to other outlets – particularly,
to American ones.
According to a recent report from the Canadian
Internet Registration Authority, only 41 percent of
Canadian small businesses are currently selling their
products online. At the same time, two out of every
three dollars that Canadians spend online is going to
American companies – suggesting that shoppers are
turning below the border to buy their favorite products,
because local retailers are not making those products
available online. Getting your business online is an
increasingly important part of running a successful
business, as these figures illustrate.
Source: First Data Canada ~ May 2014

4. Online shopping continued
1. Online shopping retail sales are predicted to
grow steadily to $370 billion in 2017, up from
$231 billion in 2012.
2. Consumers ages 25 to 34 lead the way in
smartphone usage in-store, comparing
prices, reading reviews, buying products, and
engaging with brands on social media while
in physical stores.
3. Seventy-two percent of Millennials research
and shop their options online before going to
a store or the mall.
4. Nearly 50 percent of Millennials say they
regularly browse for items that they don’t
necessarily plan on buying. Thirty-six percent
say they only buy items they deem
necessary--for which one-third are willing to
pay full price.
5. Online retail revenue saw an 11 percent year-
over-year growth rate for the first quarter of
2014, with online orders up 13 percent
compared to the same quarter last year.
6. In the first quarter of 2014, retail revenue
generated via a mobile device was up 35
percent over last year's first quarter, with
mobile owning 13.7 percent of total e-
commerce orders in Q1 2013 compared to
18.5 percent during Q1 2014.
7. Adults 50 years old and above represent the
Web's largest constituency, comprising one-
third of the total 195.3 million Internet users in
the U.S.
8. Two-thirds of Americans 50-plus buy from e-
retailers online.

5. Ecommerce software

6. Tips for building an online store:
1. Invest time, and possibly money, in taking good photos.
2. Use a voice that matches your brand.
3. Figure out the payment gateway.
4. Make online shopping feel like an experience.
5. Promote heavily.
6. Clear and User-friendly Design
7. Use your home page for promo’s and the introduction
of new products
8. Testing, testing, testing…

7. “
”
Keep It Simple Stupid

8. Cross pollination
 Cross pollination is all about sharing ideas and big thinking.
o Looking for love in the wrong places
o Small Business, Big ideas
o Bees do it, you should too
o Don’t be shy
o Create powerful partnerships

9. Comments from clients
 How to deal with (negative) comments…
Negative comments, or angry costumers seeking a voice online, are
unavoidable when you have a social media presence with your
brand. It isn’t fun but there are ways to ‘deal with it’ and it could
create a great opportunity as well…

10. Negative comments
“Uh oh. Someone doesn't like your brand on social media. Now what? Don't panic.
Even if you have the best product or service in the world, chances are there is
someone in the residual corners of the Internet who doesn't like you and will make sure
you know it.”
Here are the rules to follow:
o Don’t PANIC!!!!
o ALWAYS (and I mean always) respond
o Take the online, offline
o Never lie
o Do what you promise
o Ask them to remove the comment (threat carefully!)
o Trolls will be trolls (but thankfully not the norm)

12. Exercise – Engage your fans!
 Think of a strategy to engage your fans by launching a social media
initiative. Remember to use the following tips:
o Deliver a WOW! Experience
o Make it ‘exclusive’
o Give something for free (or at a reduced rate)
o Allow for honest comments and reviews
o Encourage to share the experience (example: hashtag promotion)
o Use the KISS method

14. Evaluation form