Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593

1. TROWBRIDGE ANIMATION EVENT
12th
September 2013 Chris Lyons, Partnership
Manager

2. Roll Out
• The Government ambition is to have the best
Superfast Broadband Network in Europe by 2016.
• By 2014 two thirds of UK premises (residential and
business) will have access to superfast broadband
• Improved broadband (>2mbitsps) to every business
and community across Wiltshire by 2016
• Faster broadband (>20mbitsps) to at least 90% of the
area by 2016

3. What is superfast business?
•Superfast Business is a European Funded programme of fully
funded business support for SMEs
•Delivered by Business West, working with Wiltshire Unitary Council

4. • Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
 Competitive advantage
 Increased productivity
 Access to new markets
 Remote working
 Opportunity for innovation
 Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service
Superfast Business Support

5. The Connectivity “Revolution”
http://www.youtube.com/watch?v=G7KZR9NwKQQ

6. Support Available – 12 hours of support

7. Potential Key Service Themes and sub-themes
Module # 1 Social Media. Helping businesses use social media to improve their digital marketing and
access new markets
Module # 2 Security Disaster Recovery and Business Continuity. Helping businesses manage through
ICT crisis
Module # 3 E Commerce Moving from as traditional business model to on line trading . Helping
businesses find new channels to market
Module # 4 Software as a Service: Accessing Business application software services from the web
Module # 5 ICT Procurement: Helping clients make good choices in the procurement of ICT equipment
Module # 6 Remote and collaborative working. Helping clients work together or with their customers
effectively from separate locations
Module # 7 Using SFBB to help you access Public sector tenders and other tendering opportunities.
Module # 8 Tablets, Notepads and iPads. Using tablet technology in the workplace
Module # 9 Effective web sites. Make your web site work harder
Module # 10 Internationalising your web site.
Module # 11 Develop your ICT Strategy.
Module #12 Developing your ICT network to take advantage of Superfast Broadband

8. Welcome
Kate Doodson
Cosmic
@cosmickated

9. Top 10 tips to win and keep customers
online

10. Boston Consulting report Oct 2012

12. Business is Changing
UK ?

13. Business with no change?
2012
Physical CDs - ½ million
Downloads –183m

14. Businesses that have adapted
6% of UK Sales
£2.6 billion
33% of UK Sales
£2 billion – digital
17% - book
revenues onlineFinancial Times
subscriptions :
316k digital vs 286k print

15. 1. Optimise for reach
Find customers you don’t already know

16. Organic is still the number 1 driver of traffic to websites in 2012

18. How search works

19. Search Engine Optimation
Get the basics right
1.Optimise for onsite phrases
– 2-3 keyword phrases per page
– Content, titles. Paragraph titles
– Page titles
– Footers
– Images
2.Get strong and relevant links back to your site
3.Update your site regularly

20. • SEO basics video

21. Content is King
• 47% of site visits from
organic source
• High levels of content
• 300,000 pages on our
website that are indexed
by Google
• Broad phrase
approach

22. SEO next steps….
– Create enough content for products and services ‘deep
dive’ content
Create new content
– that resolves customers issues
• How do I choose the right wind turbine
• How do I organise a ….
• What’s the best …
• How do I repair
– That meets with needs earlier in their buying journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content and tag yourself as the author

23. 2. Think mobile
How does mobile fit in with customer acquisition?

24. Gaining the mobile customer
http://www.youtube.com/watch?v=GRiwUCXPo8U

25. Mobile marketing
• We can check in…
• Facebook
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside check-
in
– Voucher discounts and deals
• Foursquare
– Check-in
– Vouchers and deals

26. • http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….

27. Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase
Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase

28. Retaining customers
through Augmented
Reality:
Mitsubushi have used AR to
create support for installers
replacing and repairing air
conditioning units
Retaining customers
through Augmented
Reality:
Mitsubushi have used AR to
create support for installers
replacing and repairing air
conditioning units
http://www.youtube.com/watch?v=iz4ykMn3UR4

29. Aurasma
http://blippar.com
Create your own…and … tap-to-buy

30. Mobile sales
And we can receive payments from cards….
2.75% per swipe for Visa, American Express, MasterCard and Discover.
No contracts, monthly fees or merchant accounts.
Funds are deposited into bank account the next day.

32. • Your presence in databases in even more important – Wikipedia,
TripAdvisor, review sites.
• Make sure your website works well on a range of mobile devices
• Check you can accept payments - sales
• Review your check-in options
• Create augmented reality applications, mobile promotions,
vouchers, deals
Think mobile..
Is your business mobile friendly?r

33. 3. The power of e-news
Do you keep your current clients up to date?

34. E-newsletter conversion rates
100,000,000 web visitors to e-commerce
sites*
Conversion Rate
E-news 3.9%
Google 2.4%
Facebook 1.5%
*optify Sept 2012

35. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

36. E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for
products in the email

39. Gather customers
emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to website
Builds loyalty and advocacy
Creates 7 touch points for new sales

40. E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)

41. 4. Don't ignore social media
For winning and keeping customers

43. Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan

44. Hashtag ideas

45. Adapted from ‘Media Cloverleaf’ by Richard
‘Content
first’
strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
photos

46. Use social media for sales
• Broadcasting your messages
• Broadcast your brand and reputation
• Let people know what you are doing
• Engage in consumers conversations
• Become interested and interesting
• Link back to your website

49. • What content?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
Becoming significant in Search Results
Pre sales – research
Post sales - support
Content first strategy

50. Customer support
Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.
Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.

51. Social media customer support
ASOS customer support channel

52. Don’t ignore social media
• Use listening tools for sales opportunities and reputation
management
• Broadcast, but link back to your website & measure your
success
• Create a ‘content first’ strategy. Create content and use many
times
• Look at video as an engagement tool
• Use it for customer support too – set up separate channels if
needed

53. 5. From CRM to CXM
How can CRM help your business?

54. Customer Relationship
Management should be
core to your business.
‘It’s not just about the
product anymore.
Customers shape their
attitudes and behaviours
toward companies based
on the totality of their
experiences with a brand,
including support and
other
interactions they have.’
Customer Relationship
Management should be
core to your business.
‘It’s not just about the
product anymore.
Customers shape their
attitudes and behaviours
toward companies based
on the totality of their
experiences with a brand,
including support and
other
interactions they have.’
http://www.youtube.com/watch?v=TXWn_4lumkw

55. • Business benefits of CRM
– Management decision making is nimble and well informed supported by
real-time reporting across all business teams.
– Staff manage their time more effectively. CRM prompts users to follow up
on activities and sends automated alerts when important actions occur.
– The value of each customer relationship is understood so service
resources can be prioritised to protect the most profitable accounts.
– Workflow automation replaces repetitive manual processes to cut admin
work and eliminate duplication so teams can focus on profitable activity.
– Customer churn is minimal. Users have access to all the relationship detail
they need to engage with clients and deal with service requests
efficiently.
– Users can instantly check customer order histories to assess buying
patterns and identify new sales opportunities.
– Mobile and remote staff work productively with reliable access to all the
customer and activity information they need via their mobile device.
– Sales cycles are reduced and win rates improved as teams have clear
visibility of which prospects are most likely to close.

56. • A CRM can connect every area of business that touches the customer –
– Marketing
– Sales
– After sales support
• And areas which the customer may not see
– Finance
– Accounting integration
CRM moves the company from a product centric focus to a
customer driven focus.
Why use a CRM?

57. Inputs from many sources

58. CRM Journey
Outputs
Customer Data
Analytics
Project Management
Reporting

59. Customer relationship management systems

60. Designing a CRM system
• Paper exercise
– Outputs – what do you want out of the system, reports, processes,
integration
– Inputs - customer touchpoints – when, what media, what content,
who inputs
• Think about policies for data cleansing, removal and exporting
• Intelligence check – any thing else?

61. Map your CRM to your customer journey

62. 6, 7 & 8 Always be available for
your customers
Unified comms, online chat and video call in style

64. Web chat on your website?
• 20% increase in conversion
• Engaged customers typically have 35% higher order values
• customer service reduces issue-handling costs by 25%
http://www.liveperson.com/liveengage#stha
sh.YGvaDdz5.dpuf
Live engage 2013*

65. Video conferencing
Currently biggest battleground…
•Google Hangouts - (email contacts are
synced with hangouts)
&
•Skype/ Microsoft Lync instant message,
collaboration
•Unified Communications
Massive strides forward with superfast
broadband

67. Unified Communications - The business case
• Reduce travel and training costs by 30 %
• Reduce property and facility costs by 40 %
• Reduce telephony and audio conferencing charges by 40%
• Reduce cost of voicemail by 60 %
• Reduce IT infrastructure and administration by 50%
*Microsoft research 2012

68. 9. Learn more about your
customers
How well do we know our customers?

69. •We are creating 2.5 billlion GB of data
every day
•In the last 2 years we have created 90% of
the data on the planet

71. Small businesses?
Customer data + production data + competitor
prices + supply prices +market predictions+ weather
forecast + geo location + email correspondence = Big
data

72. Customer intelligence
• Analysing customer behaviour
• Web statistics
• Social media mentions, engagement
• Email traffic
• Telephone conversation logging
• Knowledge base usage
• Web searches
• Social media cues sentiment analysis
• Feedback

73. Understanding analytics
1. Who are your
visitors
2. How do they get
to your site
3. What do they do
once they are
there

74. How much Klout do you have?

75. Sprout social

76. 10. Predict your customer's
future

77. Predictive Analytics
• Why is data now so important?
• Because it can predict behaviours
• Tesco– can predict the exact day customers will
return and the amount they will spend within £10 for
around 20% of their customers
• issues100m personalised coupons at checkout. PA
has increased redemption rates x 4 times.
• Mobile phone company – have successfully
predicted mobile subscribers that are 10x more likely
than average to cancel
• HP – PA models generate ‘flight risk’ score for all
employees. Estimates $300m savings

78. LA Police
Review 13 million past crimes to predict current behavior

79. Gain customer insights
• Look at what data you store, Analytics,
Social, e-news,
• Review your Klout (or Peer review) score
against your competitors
• Look at where your business could gain more
data
• Think about Predictive Analytics

80. New ways to win and keep customers

81. • www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Find out more

82. Questions?