2. 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
3. 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.com
How You Can Profit From E-Business
4. 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
5. 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
•Can’t change templates.
•NOt designed for complex sites or e-commerce
How You Can Profit From E-Business
6. 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
7. 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$/mth)
•Ore difficult to customize do to proprietary language (liquid)
How You Can Profit From E-Business
8. Selecting a Domain name
1. Brainstorm your Keywords
2. It should be unique
3. Can have multiple domain names for the same site
4. Make it easy to type and read
(dashes « - » are OK but use with caution)
5. Get the .com and .ca
6. Keep it as short as possible
How You Can Profit From E-Business
9. Registering a Domain name
1. Use a well know registrar
www.domainsatcost.ca
www.godaddy.com
2. Make sure to list yourself as the admin contact
3. Use an email you expect will be valid for years.
How You Can Profit From E-Business
10. Hosting options
1. Use a reputable host. Check reviews before signing up
www.1and1.com
www.godaddy.com
2. Should get everything you need for around 10$/month
3. Speak to some of their clients to confirm uptime
(don’t take their word for it)
How You Can Profit From E-Business
11. 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
12. 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
13. 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
15. 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
16. Increased visibility
Most of the traffic to your site comes form a search engine.
How You Can Profit From E-Business
19. 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 efforts
How You Can Profit From E-Business
21. 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 online
You must make certain they stay and take an action!
How You Can Profit From E-Business
23. More leads = more sales
Once 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 button
How You Can Profit From E-Business
24. Write good content
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.
How You Can Profit From E-Business
25. 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
26. Write good content
How users read on the web
How You Can Profit From E-Business
27. 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 writing
How You Can Profit From E-Business
29. SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s 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.
30. SOCIAL MEDIA DEFINED
The conversation is not:
o controlled
o organized
o “on message”
The conversation is:
o organic
o complex
o speaks in a human voice
Social media is not a
strategy or a tactic –
it’s simply a channel.
31. SOCIAL MEDIA DEFINED
Social 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:
o
o Podcasts
o Real Simple Syndication (RSS)
32. SOCIAL MEDIA DEFINED
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.
33. SOCIAL MEDIA DEFINED
“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
34. SOCIAL MEDIA DEFINED
Word 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.
35. SOCIAL MEDIA DEFINED
•
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
36. SOCIAL MEDIA DEFINED
Social media can help you
in all stages of
marketing, selfpromotion, public
relations, and customer
service:
o research
o strategic planning
o implementation
o evaluation
37. SOCIAL MEDIA DEFINED
o 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
38. SOCIAL MEDIA DEFINED
Reach
o Website visits / views
o volume of reviews
Engagement & Influence
o Sentiment of reviews
and comments
o Incoming links
o
Action & Insight
o
o Sales inquiries
o New business
o
o Customer satisfaction
o
o
o
and comments
Brand affinity
Commenter
authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
and loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media
39. SOCIAL MEDIA DEFINED
Resources 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
41. KEYS TO SUCCESS
o
Experiment personally
before professionally
o
Try a variety of social
media tools
o
Be yourself, make some
friends, and share
42. KEYS TO SUCCESS
1. 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
43. KEYS TO SUCCESS
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
44. KEYS TO SUCCESS
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 DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
46. KEYS TO SUCCESS
56 unanimous responses in under 4 minutes from YouBeMom.com
47. KEYS TO SUCCESS
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
48. KEYS TO SUCCESS
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
49. KEYS TO SUCCESS
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.
50. KEYS TO SUCCESS
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
51. KEYS TO SUCCESS
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
52. KEYS TO SUCCESS
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
53. KEYS TO SUCCESS
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
54. KEYS TO SUCCESS
1.
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 can’t do it all
yourself
55. 3 TAKE AWAY MESSAGES
1.
Word of Mouth peer-topeer 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
