Download to read offline
![Retailers E-Commerce Toolkit Jodell Raymond www.blackcatplus.com www.gendercorp.com 585-413-1320 [email_address]](https://image.slidesharecdn.com/retailerse-commercetoolkit-110206191754-phpapp01/85/Retailer-s-e-commerce-toolkit-1-320.jpg)
Uploaded byEverest Institute
Retailer's e commerce toolkit
This document provides an agenda and overview for an e-commerce tool kit. It discusses evaluating an existing website, e-commerce options and platforms, social media networking strategies for business including Facebook, LinkedIn, and Twitter, and creating an internal marketing plan. The key topics covered are website checkups, domain registration, hosting, e-commerce templates and options, social media engagement and demographics, and integrating email newsletters and blogging.
Retailer's e commerce toolkit
- 1. Retailers E-Commerce ToolkitJodell Raymond www.blackcatplus.com www.gendercorp.com 585-413-1320 [email_address]
- 2. Agenda: E-Commerce ToolKit Website Check Up Informational E-commerce Social Networking Internal External Your Plan
- 3.
- 4.
- 5.
- 6. What is MyObjective? Informational E-Commerce Commitment How Do I Decide? Customer: Demographics Resources—maintenance, experience, money Goals and Objectives?
- 7. Domain Name RegistrationRegister own name http://whois.domaintools.com Where to Register Hosting Company-Server Go Daddy look up to see if the domain name is taken “ Mom and Pop Web Person” like a Reseller who owns a company that hosts, builds and does maintenance See Point #1
- 8. Informational Site ResourcesDo-It-Yourself Hire a contractor-make sure it includes updates Sources: Freelancer, Guru, and O-Desk Images: i-stock photo
- 9. E-Commerce Options TemplateStores and Customized Examples of Stores http:// smallbusiness.yahoo.com/ecommerce/index.php ? www.volusion.com www.businesscatalyst.com Pros and Cons How Do I Not Get Taken Resources Referrals Research
- 10. E-Commerce Site WhereDo I Start? Look and Feel of Site? What Do I Like and Don’t Like? Who Will I Need? Designer-Look and Feel Programmer/Developer: Behind the scenes technical and functionality, writes code, tests code, makes sure site is functioning Webmaster-on-going updates and changes SEO-Search Engine Optimization M or Mobile Commerce: The New Wave
- 11. Social Networking Socialnetworking is the grouping of individuals into specific groups. Social networking websites function like an online community of internet users where members can share common interests in hobbies, religion, or politics.
- 12. Social Networking ForBusiness Marketing to Current and Prospective Customers Finding Contacts: Sales Reps or Manufacturers Hiring Good People Expert-making Monitor Competition Public Relations Focus Groups
- 13. Social Networking: Gender Differences Source: Empathica Men 36% look for information 33% look for coupon and promotions 37% use social media to comparison shop 28% recommend brand through social media Women 28% look for information 47% look for coupon and promotions 36% use social media to comparison shop 35% recommend a brand through social media
- 14.
- 15. Social Networking 411Integrate, Connect, Engage vs. Inform, Inform, Persuade, Remind Key: Provide Value through relevant content! Remember: Your customers and competitors are here! Web of Friends!
- 16. Linked In 50 million professionals Built upon trusted connections and relationships, LinkedIn has established the world's largest and most powerful community of professionals, Over 200 countries, 170 industries, all of the Fortune 500 companies. U.S. Demographics 52% Male 48% Female 69% $60,000+ per year income
- 17. Demographics 500+ millionAge 18-34 28.0% 35-49 32.0% 50-64 20.5% Household Income $25,000-$49,000 21.0% $50,000-$74,000 26.4% $74,000-$99,000 19.1% $100,000-$149,000 16.4% $150,000 7.8% Female 57% Male 43%
- 18. Usage 5 Hours25 minutes every day! Search engines such as Google and Yahoo are averaging 1.5-2 hours per day. Over two million sites use Facebook as their social media platform to make their experiences social. 10,000 sites are added daily.
- 19. Facebook Sign UpCreate a Page for My Business Will run off of your page or create a separate** Add picture and decide how and who Make sure you have links to your FB page on your email newsletters, home page of your site advertising, and other correspondence.
- 20. The Most ImportantSocial Media Tool on Facebook What it does: Facebook users can “Like” a web page, and add to their newsfeed and social graph. Users click the “Like” button and create a feed story, which can be seen by their friends at Facebook.com.
- 21. Products to EngageUsers Official Page for sharing relevant content Free Tabs: photos, video, events Custom Tabs: Blog Feed, Shop Ads: Key: integrated! Marketplace: pull info from profile impressions, clicks Engagement: event, cause, promote action Premium: Action ads
- 22. Traffic, Engagement, InsightsHelps drive traffic to your site. Allows visitors to engage longer. Provides tools to understand user behavior, what works and what does not.
- 23. Facebook Examples http://www.facebook.com/Sephorahttp://www.facebook.com/victoriassecret http://www.facebook.com/Lacoste http://www.facebook.com/pages/Wichita-KS/Anns-Fashions http://www.facebook.com/BlackCatPlus
- 24. Twitter Twitter allowsretailers to monitor what is being said about them and can be used as a way to share deals and coupons, promote contests or as a way for customers to put a human face to the company brand name.
- 25. Twitter Demographics Age18-34 28.5% 35-49 348% 50-64 22.9% Household Income $25,000-$49,000 20.8% $50,000-$74,000 23.9% $75,000-$99,000 18.8% 100,000+27% Female 56% Male 44% Passive: Listen to what is being said about them and products Active: Daily tweets on anything related to market, customers, and sending Twitter only promos, and encouraging two-way dialogue that can turn Twitter into a new form of customer service
- 26.
- 27.
- 28. You Tube Age18-34 26.5% 35-49 29.5% 50-64 20.5% 65+ 8.2% Household Income $25,000-$49,000 23.5% $50,000-$74,000 25.9% $75,000-$99,000 18.0% $100,000+ 21.9%
- 29. Internal Marketing EmailNewsletters: Constant Contact iContact Blogging-Video is now the rage use a Flip camera and post it to your You Tube Channel and on FB Product Descriptions Ratings and Reviews Social Shopping Sites: Style Feeder
- 30. My Action PlanDecide Start Do Q and A
Editor's Notes
- #3 Hi Everyone! Thanks so much for your interest in this topic! I am always glad to be of help! Today—hope to have an interactive discussion about e-commerce and social networking.
- #4 Most of what I have learned about having a site and marketing the site I learned by doing and talking with and learning from other experts. Three years ago—did research in my town as to whether we could withstand another boutique that catered to plus size only. All of the boutiques which carried plus size had gone out of business and I thought it was time to explore the option…so I went into business with two friends who already had a boutique and provided the plus size clothing to do my research…well the experience and the results from the research were not encouraging…Cannot move into someone else’s place….and we had a harder sell with plus size women. Going to lose weight.. Rochester is a city of just under 1 mil. Very conservative, very educated, with high income and very bargain conscious. We have four malls within the metro area with all of the majors, with four marshalls and four tj maxx. I thought there had to be a way, so I just flipped my business model and made the web the primary method of distribution and our showroom the secondary method. What you see here is our first home page. I did not know anything about retail and nothing about technology. But I was willing to learn and take a chance. Not quite what I had in mind in terms of results….we sold $100 our first month. And I thought what have I done? My store looked like my closet or a younger version of my closet, who I thought my demographics were were not---and the site looked like a grade schooler made it.
- #5 Our second version was not much better. Placeholder while I educated myself. We were very limited in what the site could do for specific reasons which I will go into in a minute. The first site cost $600 the second site cost $1200 and by the time I got to the third version.—kind of like your house…by the time you built your own house—you know what you want and why and what you don’t and why.
- #6 This version was built to my specs out of the Ukraine and cost $3500. Screen shot of our current home page or june’s home page. And just like your house and your own stores—still not done a work in progress. I would love to tell you it has been smooth sailing and was the answer to all of our prayers….In some cases, I have learned the technology the hard way—in march I deleted the whole catalog….the last time we did a back up was in nov. so in march I had a home page that looked like fall for about a week. All I could manage to do was cry, eat and teach as I was still teaching my college courses in the middle of a semester…but we got thru it.
- #7 Site-Do I want to Provide Information such as our hours, brands and services with my social media connection? Or Do I want to Sell? Looking at your criteria will help you determine what type of site is needed. No doubt it is a new world for retailers—believe that we need to go with the technology and utilize it all we can to remain competitive.
- #8 This is my word of caution: Make sure you register your own domain name…you own it and it is not held hostage. 99% of the web resellers are reputable, but the bottom line is your domain name is your business name and you need to own it and have control over it…
- #9 Info site---5-6 pages Average $400-$600 plus images. Many resources you can do it yourself, hire someone. Main thing is to keep that site updated.
- #10 If you want to sell: If you are interested in uploading your hot lines or if you have a customer base that extends across the country—you are in a resort town, let’s say—then you want e-commerce. E-commerce adds the functions of shopping cart and payment gateway or payment processing functionality to the site. If you pretty much want an enhanced local or industry presence template is fine…minimal modifications, limited in their functionality and SEO ability.
- #11 As you can see here is a brief overview about how one would go about building your own ecommerce site.
- #12 Definition of Social Networking. Think---what can I do to make people want to promote my store? For the first time we can see---What Has Our Customer’s Attention? And we must ask ourselves What Am I sharing?
- #13 Businesses of all kinds are taking advantage of social networking sites and using them for a number of reasons: Immediate trust leads to viral two way interaction talk, listen and respond, A new way for companies to be Transparent people relate to transparent and want to be in the know, Relevant—get people what they need when they need it, Lasting it is written and permanent and we can see it all happening at once! It is an awesome time to be in business!!
- #15 I call these three the holy trinity of social networking. You should be using all three to cross promote, streamline communication and get your name out there! The best thing it is free; the worst thing: it takes time! Now we have the ability to have two way conversations and it is powerful! Your customers trust real people and when real people are sharing and talking about your brand and you are not doing a thing but facilitating it—there is not any other medium that can do the same thing. Tradition adv was about messages from inside the company to the outside. Social networking is about messages coming from outside the company, your customers, contacts, suppliers driving people to inside the company and back. Your job with social networking is ultimately not to do your own advertising and public relations but to let others do it for you. Social Networking is now.
- #16 Integrate, Connect, Engage vs Inform, Persuade, Remind! At Worst—Manage a Damaged Reputation. While you can post sales and special promos, I urge you to Go beyond “This is what we have for Sale this week” Take what you have for sale this week and talk about how it is one of the key trends for the season, how it is one of this season’s key colors, etc? You will have a higher success rate of establishing your credibility and you as the expert and here’s the key-- in getting customers to pay attention.
- #18 As you can see the numbers speak for themselves: Out of those 500 million users, one-half visit every day. So, it is likely, your customers and the customers you want--are using Facebook. My students were the ones a year and a half ago who pushed me to get a facebook fan page---so I have to credit them…
- #20 It is very easy to sign up. You will create a page off of your personal page for your store. Show your home page.
- #21 Like was launched in only April of 2010. 2 billion like buttons on over 2 million websites. Really cool relevant info from people you know and trust. Their friends can “Like” it as well, attach a comment to it or forward it to their Facebook friends by clicking the “Share” button, extending the object’s reach and adding social relevance. “Liking” an object also means it becomes a node on the Facebook graph, so it appears in search, and if it’s a product, brand or service, it also appears on the Facebook profile page of the “Liker.” On social optimized sites, the “liker” or recommender’s profile picture appears beneath the “Like” button. So in this case, if you like the movie The Social Network, your Facebook friends will see your “like” as a recommendation on IMDB as well. ttp://www.imdb.com/title/tt1285016/
- #24 I have used both large companies and boutiques to help me illustrate my point. Sephora: Perfect customers talking to each other, FB only promos link to site to purchase, reviews, live twitter feed.. Victoria’s Secret Very good at getting comments from customers. Libby’s Contests; Ann’s Fashions Videos/Commercials.
- #25 Twitter is a mix of sales, conversation and helping customers out—you can see repeat customers, increased loyalty, and gain a whole new network of individuals to connect with.
- #26 Twitter is a mini ad in 140 characters!
- #27 One retailer and one wholesaler who has increased business because of twitter! More is not better it is about having the right followers. Twitter competition where the first ten people who went to one of her retailers got a $40 keychain: Drove traffic to her retailers!
- #28 Delight.com does an excellent job of promoting themselves on Twitter. Their site is very well organized. I got one of my best ideas from Delight.com The Mystery Box. Show yours.
- #29 You Tube offers a high visibility venue for brands to connect visually with customers. It is also a way for brands to get recognized when a consumer types in a brand name and videos pop up---there is a higher chance of having a brand pop up when you have a video along with it.
- #30 In addition, to social networking and internal marketing opportunities, you can choose internal marketing including newsletters, and blogs. If you have an e-commerce site: Product descriptions and ratings and reviews can increase customer purchases and using social shopping sites such as Style Feeder can help drive traffic to your store.