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2Phase3 Seminar oct 2013

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Page 1: 2Phase3 Seminar oct 2013
Page 2: 2Phase3 Seminar oct 2013

Seminar Goals

What type of site do you need, basic, complex? Creating a website Selecting and registering a domain name? Developing a site do’s and don’ts Hosting options

Marketing your site

How You Can Profit From E-Business

Page 3: 2Phase3 Seminar oct 2013

Types of sites

How You Can Profit From E-Business

•Informational – www.boumstrategies.com www.mashable.com

•E-commerce – www.canadiantire.ca www.bestbuy.ca

•Blogs - http://www.2phase3.blogspot.ca/

•Mobile – www.dudamobile.com

Page 4: 2Phase3 Seminar oct 2013

Tools

How You Can Profit From E-Business

•Wordpress – www.wordpress.com Free to ???

•PROS: • Good selection of templates free and paid• Very flexible and customizable• Can arrange for your own hosting• Thousands of extensions and addins

•CONS• Knowledge of html and css helpful for custom things• Need to test free extensions and templates• Someone else might use the same free template

Page 5: 2Phase3 Seminar oct 2013

Tools

How You Can Profit From E-Business

•WIX – www.wix.com Free -24.95/month

•PROS: •Good selection of templates•Drag and drop functionality•Fairly easy to get help

•CONS•Advertising is visible on free version•Can’t change templates.•NOt designed for complex sites or e-commerce

Page 6: 2Phase3 Seminar oct 2013

Tools

How You Can Profit From E-Business

•weebly – www.weebly.com (0 to 25$ /month)

•PROS: •Little pressure to upgrade•Drag and drop functionality•Good selection of templates and more added often

•CONS•Not advanced enough fpr e-commerce sites•Limited number of designer quality templates.•Limited Blog functionnality and features

Page 7: 2Phase3 Seminar oct 2013

Tools

How You Can Profit From E-Business

•Shopify – www.shopify.com (14$ to 179$ /month)

•PROS: •Lots of professional templates•Flexible and good selection of apps to extend your site•24/7 support

•CONS•Charges 1-2% in addition to monthly fee•Lots of apps but not all free. (Freshbooks = 31,99$/mth)•Ore difficult to customize do to proprietary language (liquid)

Page 8: 2Phase3 Seminar oct 2013

Selecting a Domain name

How You Can Profit From E-Business

1. Brainstorm your Keywords2. It should be unique3. Can have multiple domain names for the same site4. Make it easy to type and read

(dashes « - » are OK but use with caution)5. Get the .com and .ca6. Keep it as short as possible

Page 9: 2Phase3 Seminar oct 2013

Registering a Domain name

How You Can Profit From E-Business

1. Use a well know registrarwww.domainsatcost.cawww.godaddy.com

2. Make sure to list yourself as the admin contact

3. Use an email you expect will be valid for years.

Page 10: 2Phase3 Seminar oct 2013

Hosting options

How You Can Profit From E-Business

1. Use a reputable host. Check reviews before signing upwww.1and1.comwww.godaddy.com

2. Should get everything you need for around 10$/month

3. Speak to some of their clients to confirm uptime(don’t take their word for it)

Page 11: 2Phase3 Seminar oct 2013

Choosing a web developer

How You Can Profit From E-Business

1. Get an estimate form at least three companies.

2. Ask other businesses who clients.

3. Check references

4. Confirm what is included (hosting, support, maintenance)

5. If they offer SEO get a detailed list of what they will do every month.

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E-Business

“Buying and or selling of goods and services over electronic systems such as the Internet.”

Virtual storefronts Business transactions (Paypal, Square, etc) Marketing and advertising Customer support (Zappos) Procurement and sourcing (Merx,

bidmyreno.com)

How You Can Profit From E-Business

Page 13: 2Phase3 Seminar oct 2013

Improved efficiency

How You Can Profit From E-Business

Email promotional campaigns (permission based) Online purchases with payment processing Detailed description of your products and services Detailed explanation of shipping, services delivery, etc. Online customer support (FAQ, etc.) Solicit feedback concerning your services.

Page 14: 2Phase3 Seminar oct 2013

Better communications

How You Can Profit From E-Business

Newsletters

Social media (immediacy)

Blogs

Email using your domain name instead of @gmail or @hotmail

Page 15: 2Phase3 Seminar oct 2013

Do Canadians buy online? In 2010, Canadians placed nearly 114 million orders while shopping online.

$15.3 billion. Travel arrangements were made by 55% of online shoppers, 48% of shoppers

purchased tickets for entertainment events. When paying for purchases, 89% of shoppers used a credit card online, and 31%

used an online payment service. Most shoppers (83%) placed orders from companies in Canada, while 60%

ordered from vendors in the United States, and 18% from vendors in other countries.

Nearly three-quarters (74%) of Internet users window-shopped online or browsed for information on goods or services without necessarily placing an order.

Of those who did not place an order, nearly one-third (32%) said that the main reason was that they had no interest, while one-quarter (26%) preferred to shop in person, and almost one-fifth (19%) cited security concerns.

How You Can Profit From E-Business

Page 16: 2Phase3 Seminar oct 2013

Increased visibility

How You Can Profit From E-Business

Most of the traffic to your site comes form a search engine.

Page 17: 2Phase3 Seminar oct 2013

Increased visibility

How You Can Profit From E-Business

86.3%

3.13%

5.30%

Page 18: 2Phase3 Seminar oct 2013

Increased visibility

How You Can Profit From E-Business

Organic results

Paid advertising

Page 19: 2Phase3 Seminar oct 2013

Increased visibility

How You Can Profit From E-Business

Your position in Google depends on approx 150 different aspects of your site

Your position will be affected by your sector of activity

No one can legitimately guarantee first position rankingIt can take a week, 6 months or moreIt is an on going (never ending process)

You are able to affect your position yourself (be careful with SEO companies)Keywords and phrasesInbound links

You must continue to use traditional promotional efforts

Page 20: 2Phase3 Seminar oct 2013

Creating Buzz

How You Can Profit From E-Business

Page 21: 2Phase3 Seminar oct 2013

Show dependability and inspire confidence

How You Can Profit From E-Business

The first thing people do is visit your website no matter how they heard of you:

Referrals Yellow pages Networking – business card Found online

You must make certain they stay and take an action!

Page 22: 2Phase3 Seminar oct 2013

Show dependability and inspire confidence

How You Can Profit From E-Business

Page 23: 2Phase3 Seminar oct 2013

More leads = more sales

How You Can Profit From E-Business

Once people are at your web site you need to engage them rapidly

Calls to Action must be prominent

Buy nowBook an appointmentRegisterSign upMore information button

Page 24: 2Phase3 Seminar oct 2013

Write good content

How You Can Profit From E-Business

How users read on the web

They don’t People rarely read Web pages word by word; instead, they scan the page,

picking out individual words and sentences 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word.

Page 25: 2Phase3 Seminar oct 2013

Write good content

How You Can Profit From E-Business

F shaped pattern for reading web content

This dominant reading pattern looks somewhat like an F and has the following three components:

Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar.

Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar.

Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem.

Page 26: 2Phase3 Seminar oct 2013

Write good content

How You Can Profit From E-Business

How users read on the web

Page 27: 2Phase3 Seminar oct 2013

Write good content

How You Can Profit From E-Business

As a result, Web pages have to employ scannable text

highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)

meaningful sub-headings (not "clever" ones)

bulleted lists

one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)

The inverted pyramid style, starting with the conclusion

half the word count (or less) than conventional writing

Page 28: 2Phase3 Seminar oct 2013

INTRODUCTION

Page 29: 2Phase3 Seminar oct 2013

Social media is a conversation online.

Look who’s talking:o your customerso your donorso your volunteerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet

access and an opinion.

SOCIAL MEDIA DEFINED

Page 30: 2Phase3 Seminar oct 2013

The conversation is not:o controlledo organizedo “on message”

The conversation is:o organico complexo speaks in a human voice

Social media is not a strategy or a tactic – it’s simply a channel.

SOCIAL MEDIA DEFINED

Page 31: 2Phase3 Seminar oct 2013

o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:

o Podcastso Real Simple Syndication (RSS)

SOCIAL MEDIA DEFINED

Page 32: 2Phase3 Seminar oct 2013

The power to define and control a brand is shifting from corporations and institutionsto individuals and communities.

SOCIAL MEDIA DEFINED

Page 33: 2Phase3 Seminar oct 2013

“It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”

Brian Solis, The Social Media Manifesto

SOCIAL MEDIA DEFINED

Page 34: 2Phase3 Seminar oct 2013

Word of Mouth is the Future of Marketing

Marketers can effectively use social media byinfluencing the conversation.

One way to do this is by delivering great customer service experiences.

SOCIAL MEDIA DEFINED

Page 35: 2Phase3 Seminar oct 2013

• Younger users (under 45) use these sites for socializing

• Older users use these sites to obtain and share information

• Youth (12-17) use these sites for entertainment

SOCIAL MEDIA DEFINED

Page 36: 2Phase3 Seminar oct 2013

Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:

o researcho strategic planningo implementationo evaluation

SOCIAL MEDIA DEFINED

Page 37: 2Phase3 Seminar oct 2013

o Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower

SOCIAL MEDIA DEFINED

Page 38: 2Phase3 Seminar oct 2013

Reacho Website visits / viewso volume of reviews

and commentso Incoming links

Action & Insighto Sales inquirieso New businesso Customer satisfaction

and loyaltyo Marketing efficiency

Engagement & Influenceo Sentiment of reviews

and commentso Brand affinityo Commenter

authority/influenceo Time spento Favourites / Friends / Fanso Viral forwardso Number of downloads

SOCIAL MEDIA DEFINED

Source: The Digital Influence Group, Measuring the Influence of Social Media

Page 39: 2Phase3 Seminar oct 2013

Resources required for social media may include:

o Strategic consultationo Trainingo Creating contento Integrating toolso Distributing contento Relationship managemento Measuring value

SOCIAL MEDIA DEFINED

Page 40: 2Phase3 Seminar oct 2013

KEYS TO SUCCESS

Page 41: 2Phase3 Seminar oct 2013

o Experiment personally before professionally

o Try a variety of social media tools

o Be yourself, make some friends, and share

KEYS TO SUCCESS

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1. Discovery(people, competition, and search engines)

3. Skills(identify internal resources and gaps)

5. Maintenance(monitor and adapt)

2. Strategy(opportunities, objectives)

4. Execution(tools, integration, policies, and process)

KEYS TO SUCCESS

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

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o Find where your audience is participating and identify the influencers

o Read industry blogs (including comments)

o Google your company name & your competition

o Find tools that can help you listen

KEYS TO SUCCESS

Page 44: 2Phase3 Seminar oct 2013

o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight

o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)o Dell (Ideastorm)o DuPonto Netflixo Wikipediao iStockphoto.como Threadless.como Mechanical Turk (Amazon)

KEYS TO SUCCESS

Page 45: 2Phase3 Seminar oct 2013

Amelia Arlington

KEYS TO SUCCESS

Page 46: 2Phase3 Seminar oct 2013

56 unanimous responses in under 4 minutes from YouBeMom.com

KEYS TO SUCCESS

Page 47: 2Phase3 Seminar oct 2013

o Avoid puffery (people will ignore it)

o Avoid evasion and lying(people won’t ignore it)

o Companies have watched their biggest screw-up's rise to the top 10 of a Google search

o Admit your mistakes right away

KEYS TO SUCCESS

Page 48: 2Phase3 Seminar oct 2013

o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media

o Make your content easy to share

o Incorporate tools that promote sharing:o Share This, RSS feeds,

Email a friend

KEYS TO SUCCESS

Page 49: 2Phase3 Seminar oct 2013

o Don't shout. Don't broadcast. Don’t brag.

o Speak like yourself – not a corporate marketing shill or press secretary

o Personify your brand – give people something they can relate to.

KEYS TO SUCCESS

Page 50: 2Phase3 Seminar oct 2013

o Think like a contributor, not a marketer

o Consider what is relevant to the community before contributing

o Don’t promote your product on every post

o Win friends by promoting other people’s content if it interests you

KEYS TO SUCCESS

Page 51: 2Phase3 Seminar oct 2013

o Don’t try to delete or remove criticism (it will just make it worse)

o Listen to your detractors

o Admit your shortcomings

o Work openly towards an explanation and legitimate solution

KEYS TO SUCCESS

Page 52: 2Phase3 Seminar oct 2013

o Don’t wait until you have a campaign to launch - start planning and listening now

o Build relationships so they’re ready when you need them

KEYS TO SUCCESS

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o You need buy in from everyone in the organization

o Convince your CEO that social media is relevant to your organization

o Get your communications team together, discuss the options, then divide and conquer

KEYS TO SUCCESS

Page 54: 2Phase3 Seminar oct 2013

1. Experiment with social media

2. Make a plan

3. Listen

4. Be transparent & honest

5. Share your content

6. Be personal and act like a person

7. Contribute in a meaningful way

8. See criticism as an opportunity

9. Be proactive

10. Accept you can’t do it all yourself

KEYS TO SUCCESS

Page 55: 2Phase3 Seminar oct 2013

1. Word of Mouth peer-to-peer discussions are more influential than the mass media

2. Participate by enabling and feeding the conversation(follow the 10 keys to success)

3. Be transparent & honest

3 TAKE AWAY MESSAGES