An overview on how e-commerce and social media can be used as a tool by small and medium business. Presented by Janette Toral to participants from Ministry of Trade Bhutan at
1. E-‐Commerce
and
Social
Media
Use
for
SMEs
Jane5e
Toral
h5p://www.e-‐commercephilippines.com
2.
3.
4.
5. DigitalFilipino.com
Club
• h5p://www.e-‐commercephilippines.com
• Free
research
reports,
markeEng
assistance,
referrals,
and
consulEng.
• Have
individual,
SME,
and
corporate
membership
• Nearly
100
members.
9. Despite
this
stability,
overall
engagement
is
on
the
rise.
Social
networking
now
dominates…
Select
Monthly
Online
Ac/vi/es
(%)
2009
2010
2011
VisiEng
Social
Networking
sites
51*
53
82
Search
58
76
80
Instant
messaging
63
68
69
Internet
Portal
54
73
67
VisiEng
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
AcEviEes
showing
significant
increase
at
95%
confidence
levels
between
2009
and
2011
*
Note.
The
2009
figure
for
social
networking
includes
community
groups
/forums
Base:
Past
month
Internet
users
aged
10+
across
NaEonal
Urban
Philippines
Source:
Yahoo!-‐Nielsen
Net
Index
2010,
2011
10. 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
11. What
is
E-‐Commerce?
• E-‐Commerce
is
the
exchange
of
informaEon
or
transacEons
using
any
form
of
electronic
communicaEon.
• Covers
both
commercial
and
non-‐commercial
transacEons
(Republic
Act
8792,
The
E-‐Commerce
Law)
• The
Internet
is
the
informaEon
highway
or
public
network
where
e-‐commerce
and
various
forms
of
communicaEon
take
place.
• E-‐commerce
that
takes
place
over
the
Internet
is
ofen
referred
to
as
Internet
Commerce.
• Mobile
Commerce
-‐
transacEon
takes
place
in
mobile
devices
such
as
cellular
phone
and
personal
digital
assistant
(PDA).
12. The
backdrop
to
e-‐commerce
in
Philippines
Tradi/onal
Presence
of
High
reliance
on
IT
and
Banking
counterfeits
and
inter-‐personal
infrastructure
trade
legacy
knock-‐offs
rela/onships
“evolving”
Lack
of
‘accreditaEon
and
Buyers
need
Buyers
feel
Low
levels
of
guarantees'…
to
ensure
the
comfort,
confidence/
by
default
quality
by
dealing
with
trust
in
modern
trade
physical
known
transacEng
actually
inspecEon
vendors
online
encourages
desEnaEon
shopping
There
is
an
inherent
reluctance
to
“trade”
through
the
Internet
Digital
Philippines
2011
Yahoo
–
Nielsen
Net
Index
13. Payments
largely
made
offline,
given
current
trust
and
comfort
levels
with
e-‐payment
Payment
methods
(%)
Cash
(face
to
face)
53
Credit
card
36
Transfer
via
ATM/Bank
10
Internet
Banking
9
Deposited
cash
at
bank
branch
4
Online
accounts
such
as
Paypal
1
Cheque
1
Debit
card
1
Digital
Philippines
2011
Yahoo
–
Nielsen
Net
Index
15. What
Pinoys
found
most
as
effecEve
medium
for
adverEsement?
• Television
–
37%
• Internet
–
25%
• Radio
–
6%
• Newspapers
–
5%
• Magazines
–
4%
Source:
Synovate
Media
Atlas
h5p://bit.ly/nQUx1t
16. From
family
delicacy
gifs
to
full-‐blown
export
business.
h5p://bit.ly/pinoydelikasi
38. 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:
h5p://gapingvoid.com/so/
39. Where
do
Pinoys
go?
Source:
Jane5e
Toral’s
Google
AdPlanner
41. When
do
people
share?
• When
customers
trust
you.
• When
customers
care
about
your
brand.
• Your
stories
are
exciEng.
• 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
effecEvely.
Inspired
by:
h5p://bit.ly/nGytuN
42. Driving
E-‐Commerce
via
Facebook
• Likeable
wall
post.
• Exclusivity
with
promoEons.
• Add
incenEves
with
one-‐Eme
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.
h5p://bit.ly/rtcr5i
46. 5
stages
of
customer
buying
cycle
• Awareness
• ConsideraEon
• Preference
/
Intent
• Purchase
• Repurchase
Make
content
available
through
the
right
channels
h5p://bit.ly/oWYQq4
47. 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
incenEves
• Get
them
to
take
another
acEon.
h5p://bit.ly/nvTrgb