E-Commerce for Entrepreneurs
68
ECommerce for Entrepreneurs Jane2e Toral h2p://www.ecommercephilippines.com
-
Upload
janette-toral -
Category
Business
-
view
2.540 -
download
0
description
A presentation made by Janette Toral at the Ka-Entrep forum last September 30, 2011 and at OrgCom 152 in UP Manila last October 8, 2011.
Transcript of E-Commerce for Entrepreneurs
E-‐Commerce for Entrepreneurs
Jane2e Toral h2p://www.e-‐commercephilippines.com
DigitalFilipino.com Club
• h2p://www.e-‐commercephilippines.com • Free research reports, markeAng assistance, referrals, and consulAng.
• Have individual, SME, and corporate membership
• Nearly 100 members.
Select Monthly Online Ac/vi/es (%) 2009 2010 2011
VisiAng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
VisiAng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across NaAonal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
AcAviAes showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Social networks start with ‘close contacts/rela/ons’… but quickly move to less familiar circles…
Connec/ons on Social Networking sites (%)
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3 months Source: Yahoo!-Nielsen Net Index 2011
What is E-‐Commerce?
• E-‐Commerce is the exchange of informaAon or transacAons using any form of electronic communicaAon.
• Covers both commercial and non-‐commercial transacAons (Republic Act 8792, The E-‐Commerce Law)
• The Internet is the informaAon highway or public network where e-‐commerce and various forms of communicaAon take place.
• E-‐commerce that takes place over the Internet is ofen referred to as Internet Commerce.
• Mobile Commerce -‐ transacAon takes place in mobile devices such as cellular phone and personal digital assistant (PDA).
The backdrop to e-‐commerce in Philippines
There is an inherent reluctance to “trade” through the Internet
Lack of ‘accreditaAon
and guarantees'…by default
modern trade actually
encourages desAnaAon shopping
Presence of counterfeits and
knock-‐offs
High reliance on inter-‐personal rela/onships
IT and Banking infrastructure “evolving”
Tradi/onal trade legacy
Buyers need to ensure quality by physical inspecAon
Buyers feel the comfort, dealing with
known vendors
Low levels of confidence/trust in
transacAng online
Digital Philippines 2011 Yahoo – Nielsen Net Index
53
36
10
9
4
1
1
1
Cash (face to face)
Credit card
Transfer via ATM/Bank
Internet Banking
Deposited cash at bank branch
Online accounts such as Paypal
Cheque
Debit card
Payment methods (%)
Payments largely made offline, given current trust and comfort levels with e-‐payment
Digital Philippines 2011 Yahoo – Nielsen Net Index
E-‐Commerce is Growing
Source: h2p://bit.ly/pe7W2
• Television – 37% • Internet – 25% • Radio – 6% • Newspapers – 5% • Magazines – 4%
What Pinoys found most as effecAve medium for adverAsement?
Source: Synovate Media Atlas h2p://bit.ly/nQUx1t
h2p://bit.ly/pinoydelikasi
From family delicacy gifs to full-‐blown export business.
Sulit.com.ph
h2p:/mulAply.com/marketplace
h2p://www.ebay.ph
h2p://bit.ly/ayannah
Provide soluAon and collaboraAon opportunity.
h2p://bit.ly/jamflores
Educate the market, show potenAal.
2011 will be year of Mobile Content and Mobile MarkeAng
h2p://bit.ly/chitjuan
Use social media to engage, generate results, proacAvely connect.
h2p://www.coffeeboard.com.ph/
h2p://www.architerra.org
h2p://digientrepreneur.com
To rank?
To share a story?
Get suggesAon from friends
Share your experience to others
The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking
to somebody else. -‐ Hugh Macleod
Source: h2p://gapingvoid.com/so/
h2p://bit.ly/bradgeiser
ProacAvely care about people.
Where do
Pinoys go?
Source: Jane2e Toral’s Google AdPlanner
Are you engaging?
Source: h2p://bit.ly/qRqc4t
• When customers trust you. • When customers care about your brand. • Your stories are exciAng. • When you get people part of something bigger than your brand.
• When you bring people of common interest together. • When you make your customers feel like an authority. • When you make your audience think. • You know and understand your audience. • You use e-‐mail effecAvely.
When do people share?
Inspired by: h2p://bit.ly/nGytuN
Social Media Best PracAces
• Post interesAng stuff (less brand but more interesAng informaAon)
• Post consistently. • Post ofen. • Get the community involved
• Have a theme.
Source: h2p://socialfresh.com/brands-‐on-‐instagram/
Driving E-‐Commerce via Facebook
• Likeable wall post. • Exclusivity with promoAons. • Add incenAves with one-‐Ame promo codes, coupons, shipping.
• Solicit input on how you can improve. • Share news beyond retail. • Use it for customer service – enable reviews. • Flash sales, group buy offers, contest.
h2p://bit.ly/rtcr5i
Monitor your Spikes
• Impressions / Feedback • Comments
• Unsubscribes • Likes • External referrers • Demographic
Top 5 Viral Videos of All Time
© Copyright 2011 4TH Media, Inc. | hWp://www. 4thMediaCorp.com/ | Page No. Source: h2p://bit.ly/ppOJcH
5 stages of customer buying cycle
• Awareness • ConsideraAon • Preference / Intent • Purchase • Repurchase
Make content available through the right channels
h2p://bit.ly/oWYQq4
h2p://selnd.com/qIxJOM
h2p://bit.ly/p33tTV
Abandon shopping cart
• Do the two step – 1st step is name and email address
• Make your message immediate (within 24 hours)
• Express concern. (reminder)
• Offer incenAves • Get them to take another acAon.
h2p://bit.ly/nvTrgb
Web AnalyAcs Measurement Model
Source: h2p://bit.ly/rfE34e
E-‐Commerce Project Plan
• Workshop
• Align with strategic plan • Market and compeAAve
research
• CompeAAve advantage • Product or service plan • Partners • MarkeAng
• Success criteria • Content plan
• Technical specificaAons • Legal • TesAng • Security • Customer service
• LogisAcs • Payment • Maintenance
• Budget
Be Useful
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
Ways to accept payment
• Cash – person to person • Bank deposit • Remi2ance service
• Credit card • SMS
Card Network
Life Cycle of a Transac/on -‐ Authoriza/on
1. Consumer Selects goods to purchase
2. Website redirects Consumer to Payment Gateway
3. Gateway accepts payment details from Consumer
4. Gateway encrypts transac/on and transmits to Acquirer.
5. Acquirer sends transac/on to Card Network
6. Card Network routes transac/on to Issuer of Credit Card
7. Issuer check for sufficient funds and provides Authoriza/on
8. Acquirer passes transac/on result to Gateway.
Card Network
Life Cycle of a Transac/on -‐ SeWlement
1. Gateway closes off Batch and transmits to Acquirer
2. Acquirer sends Batch to Card Network
3. Card Network seWles transac/on by paying Acquirer and debi/ng Issuer Account
4. Issuer Debits Card Holder’s Account
5. Acquirer Makes Deposit to Merchant’s Account
Charge Backs and Refunds
Website
Card Network
Acquirer
Issuer
h2ps://www.yespayments.com.ph/
h2p://www.kaban.com.ph
h2p://www.cashsense.com
Sell via Facebook page using h2p://apps.facebook.com/cashsense
h2p://www.paynamics.com
h2p://www.xend.com.ph
Book reference: Brains on Fire
Improve
• Products • MarkeAng
• Content • Sales • Customer Service
h2p://bit.ly/pSQ37H
Photo credit: PinayAds.com
Content
Community
Capacity building
Commitment
ConAnuous Research
Cost-‐effecAve
h2p://digitalfilipinocom.ning.com
h2p://digitalfilipino.podomaAc.com
h2p://slideshare.net/jane2etoral
Join the DigitalFilipino Club today..
h2p://www.e-‐commercephilippines.com
