2Phase3 Seminar oct 2013

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Transcript of 2Phase3 Seminar oct 2013

  • 1. Seminar GoalsWhat type of site do you need, basic, complex? Creating a website Selecting and registering a domain name? Developing a site dos and donts Hosting optionsMarketing your site How You Can Profit From E-Business

2. Types of sites Informational www.boumstrategies.com www.mashable.com E-commerce www.canadiantire.ca www.bestbuy.ca Blogs - http://www.2phase3.blogspot.ca/ Mobile www.dudamobile.comHow You Can Profit From E-Business 3. Tools 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 How You Can Profit From E-Business 4. Tools 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 Cant change templates. NOt designed for complex sites or e-commerce How You Can Profit From E-Business 5. Tools 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 How You Can Profit From E-Business 6. Tools 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$/mth) Ore difficult to customize do to proprietary language (liquid) How You Can Profit From E-Business 7. Selecting a Domain name 1. Brainstorm your Keywords 2. It should be unique 3. Can have multiple domain names for the same site 4. Make it easy to type and read (dashes - are OK but use with caution) 5. Get the .com and .ca 6. Keep it as short as possibleHow You Can Profit From E-Business 8. Registering a Domain name 1. Use a well know registrar www.domainsatcost.ca www.godaddy.com 2. Make sure to list yourself as the admin contact 3. Use an email you expect will be valid for years.How You Can Profit From E-Business 9. Hosting options 1. Use a reputable host. Check reviews before signing up www.1and1.com www.godaddy.com 2. Should get everything you need for around 10$/month 3. Speak to some of their clients to confirm uptime (dont take their word for it)How You Can Profit From E-Business 10. Choosing a web developer 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.How You Can Profit From E-Business 11. 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 12. Improved efficiency 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.How You Can Profit From E-Business 13. Better communicationsNewsletters Social media (immediacy) Blogs Email using your domain name instead of @gmail or @hotmaiHow You Can Profit From E-Business 14. 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 15. Increased visibility Most of the traffic to your site comes form a search engine.How You Can Profit From E-Business 16. Increased visibility5.30%86.3%3.13% How You Can Profit From E-Business 17. Increased visibilityPaid advertisingOrganic results How You Can Profit From E-Business 18. Increased visibility 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 ranking It can take a week, 6 months or more It is an on going (never ending process) You are able to affect your position yourself (be careful with SEO companies) Keywords and phrases Inbound links You must continue to use traditional promotional effortsHow You Can Profit From E-Business 19. Creating BuzzHow You Can Profit From E-Business 20. Show dependability and inspire confidence The first thing people do is visit your website no matter how they heard of you: Referrals Yellow pages Networking business card Found onlineYou must make certain they stay and take an action!How You Can Profit From E-Business 21. Show dependability and inspire confidenceHow You Can Profit From E-Business 22. More leads = more salesOnce people are at your web site you need to engage them rapidly Calls to Action must be prominent Buy now Book an appointment Register Sign up More information buttonHow You Can Profit From E-Business 23. Write good content How users read on the web They dont 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.How You Can Profit From E-Business 24. Write good content 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.How You Can Profit From E-Business 25. Write good content How users read on the webHow You Can Profit From E-Business 26. Write good content 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 writingHow You Can Profit From E-Business 27. INTRODUCTION 28. SOCIAL MEDIA DEFINEDSocial media is a conversation online. Look whos talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion. 29. SOCIAL MEDIA DEFINEDThe conversation is not: o controlled o organized o on messageThe conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic its simply a channel. 30. SOCIAL MEDIA DEFINEDSocial Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: oo Podcasts o Real Simple Syndication (RSS) 31. SOCIAL MEDIA DEFINEDThe power to define and control a brand is shifting from corporations and institutions to individuals and communities. 32. SOCIAL MEDIA DEFINEDIt 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 33. SOCIAL MEDIA DEFINEDWord of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation.One way to do this is by delivering great customer service experiences. 34. SOCIAL MEDIA DEFINEDYounger users (under 45) use these sites for socializingOlder users use these sites to obtain and share informationYouth (12-17) use these sites for entertainment 35. SOCIAL MEDIA DEFINEDSocial media can help you in all stages of marketing, selfpromotion, public relations, and customer service: o research o strategic planning o implementation o evaluation 36. SOCIAL MEDIA DEFINEDo Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader not a follower 37. SOCIAL MEDIA DEFINEDReach o Website visits / views o volume of reviewsEngagement & Influence o Sentiment of reviewsand comments o Incoming linksoAction & Insightoo Sales inquiries o New businessoo Customer satisfactionoooand comments Brand affinity Commenter authority/influence Time spent Favourites / Friends / Fans Viral forwards Number of downloadsand loyalty o Marketing efficiencySource: The Digital Influence Group, Measuring the Influence of Social Media 38. SOCIAL MEDIA DEFINEDResources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value 39. KEYS TO SUCCESS 40. KEYS TO SUCCESSoExperiment personally before professionallyoTry a variety of social media toolsoBe yourself, make some friends, and share 41. KEYS TO SUCCESS1. Discovery (people, competition, and search engines)2. Strategy (opportunities, objectives)3. Skills (identify internal resources and gaps)4. Execution (tools, integration, policies, and process)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789 42. KEYS TO SUCCESSoFind where your audience is participating and identify the influencersoRead industry blogs (including comments)oGoogle your company name & your competitionoFind tools that can help you listen 43. KEYS TO SUCCESSoTap into the wisdom of the crowd to access a wider talent pool and gain customer insightoCompanies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon) 44. KEYS TO SUCCESSAmeliaArlington 45. KEYS TO SUCCESS56 unanimous responses in under 4 minutes from YouBeMom.com 46. KEYS TO SUCCESSoAvoid puffery (people will ignore it)oAvoid evasion and lying (people wont ignore it)oCompanies have watched their biggest screw-up's rise to the top 10 of a Google searchoAdmit your mistakes right away 47. KEYS TO SUCCESSoDont be afraid to share. Corporations, like people, need to share information to get the value out of social mediaoMake your content easy to shareoIncorporate tools that promote sharing: o Share This, RSS feeds,Email a friend 48. KEYS TO SUCCESSoDon't shout. Don't broadcast. Dont brag.oSpeak like yourself not a corporate marketing shill or press secretaryoPersonify your brand give people something they can relate to. 49. KEYS TO SUCCESSoThink like a contributor, not a marketeroConsider what is relevant to the community before contributingoDont promote your product on every postoWin friends by promoting other peoples content if it interests you 50. KEYS TO SUCCESSoDont try to delete or remove criticism (it will just make it worse)oListen to your detractorsoAdmit your shortcomingsoWork openly towards an explanation and legitimate solution 51. KEYS TO SUCCESSoDont wait until you have a campaign to launch - start planning and listening nowoBuild relationships so theyre ready when you need them 52. KEYS TO SUCCESSoYou need buy in from everyone in the organizationoConvince your CEO that social media is relevant to your organizationoGet your communications team together, discuss the options, then divide and conquer 53. KEYS TO SUCCESS1. 2. 3. 4. 5. 6. 7. 8. 9. 10.Experiment with social media Make a plan Listen Be transparent & honest Share your content Be personal and act like a person Contribute in a meaningful way See criticism as an opportunity Be proactive Accept you cant do it all yourself 54. 3 TAKE AWAY MESSAGES1.Word of Mouth peer-topeer discussions are more influential than the mass media2.Participate by enabling and feeding the conversation (follow the 10 keys to success)3.Be transparent & honest