Attrack Customers w/ Social Media & E-Commerce
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Transcript of Attrack Customers w/ Social Media & E-Commerce
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April 21, 2023
Attrack Customers w/ Social Media & E-
CommerceMany Faces One Dream
Success = Repeat Business
NaNoshka “Nosh” [email protected]
www.ideablox.biz/mfod-sm.pdf
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April 21, 2023
About Your Instructor
NaNoshka Johnson is an information systems expert and co-founder of IdeaBlox.biz a business consultancy firm, CEO of EventRegistration.com a registration, ticketing and merchandising solution and founder of Nosh Productions, Inc. (NPI) a web strategy firm.
Ms. Johnson provides seminars and talks on issues affecting today's business. Ms. Johnson's credits include Advisory Member of the SFY2K Project, teaching and curriculum development for the Web Design Series in the Multimedia Department at the University of California at Santa Cruz and the Web Certification Program at SJSU and Golden Gate University. Recently, San Francisco Mayor Willie Brown, appointed Ms. Johnson Technology Chair for San Francisco's Small Business Forum and Mayor Gavin Newsome appointed her to the city-wide wifi committee TechConnect.
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Social Media - Terms
Social Media - SEO – Seach Engine OptimizationContent ManagementBlog/Blogging#hashtag Internet Marketingebook – E-commerce
April 21, 2023
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Social Media – Tools
Linked InTwitterFacebookPinterestYouTube InstagramSnapChatGoogle+
April 21, 2023
Pick at least 3
networks to play in
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Social Media – How to…How to find your audience
Designing for social media
Engaging your customers online
April 21, 2023
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How to Find Your AudienceUse advanced search optpionsSearch for your URL/siteUse group search options
Each tool is unique and will have
different triggers to consider
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Designing for Social MediaEye catching imagesCompelling headlinesUseful informationCall to action
Create a uniform experience across
platforms
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Engaging Customers Online Explore several networks Join groups and follow users w/ your profile
(start/join conversations) You must care (customer needs) to convert
(your goals) 3 items, Short bio, Long bio, Short
statement Answer Questions Timely (short and sweet) Must provide value with your content 30/20/10 Rule (where you spend your time) Stop asking for the sale Always say thank you
Consistency across platforms
for branding
You are evaluated
24/7
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Defining Success in an E-commerce World
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What Makes Web Success?
K eys to W eb S u ccess
M arke tin g P lan C lear D es ig n C u ttin g E d g eTech n o log y
B u s in ess S tra teg y
Extranets - Internets - Intranets
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The Road to Success…ABCs
• Planning• Prototyping• Initial Site Development• Promotion• Implementation• Maintenance• Measurement
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Typical E-Commerce Solution
Browsers Web
Server
Appli-cation Server
Database Server Engine
Data/
Disk
O D B C
Web Application Diagram
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Content ManagementContent Management
Industry Industry FeedsFeeds
PersonalizationPersonalization
Content Content DownloadDownload
SubscriptionSubscription
Multi-Multi-LanguageLanguage
SearchSearch
Advertising & PromotionAdvertising & Promotion
Targeted Targeted AdvertisingAdvertising
BannersBanners
Performance Performance AnalysisAnalysis
Product Product PromotionPromotion
StorefrontStorefront
Cross/Up Cross/Up SellingSelling
Lead Generation/ Referral
CommunityCommunity
Bulletin Board/ Bulletin Board/ DiscussionDiscussion
Online ChatOnline Chat
Instant Instant MessagingMessaging
CalendarCalendar
JobsJobs
EmailEmail
Transaction ProcessingTransaction Processing
CommerceCommerce
Price Discovery Price Discovery
Request Request For QuoteFor Quote
Fixed Fixed Price/ Price/
Contract Contract AuctionAuction ExchangeExchange
Catalog ManagementCatalog Management
PopulationPopulation Mapping/ Mapping/ AggregationAggregation MaintenanceMaintenance Search/ Search/
FavoritesFavorites
Buying Buying AssistanceAssistance Requisition Requisition Purchase Purchase
OrderOrderControl & Control & ApprovalApproval
Trade Trade FinanceFinance
Payment Payment ProcessingProcessingLogisticsLogistics Billing Billing
/Invoice/Invoice
TrackingTracking Reporting & AnalysisReporting & Analysis
E-Commerce PlatformE-Commerce Platform
AdministrationAdministration
ERPERPCustomer Customer
RelationshipRelationshipManagementManagement
Profile & Profile & RegistrationRegistrationMaintenanceMaintenance
Site AnalysisSite Analysis System System AdministrationAdministration
Reporting/ Reporting/ Decision Decision SupportSupport
Member Member DirectoryDirectory
Analysis Analysis ToolsTools
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Stage I - Experimentation• Test Information sharing • Some external integration
Stage II - Point Solutions• Fragmented Implementation• Focus on “low-value” transactions• Lack compelling EC business case
Stage III - Integration• Organization-wide focus• Integration with business processes• Re-engineer as necessary• Extend to immediate customer/supplier network
(Future) Stage IV - Networked Economy• Total Integration of supplier/customer value chain• Seamless inter-company value chain• Strategically managed by cross-company council
Time to Implement
Co
mp
lexi
ty /
Be
nefit
High
Hig
h
Low
Financial Industry
Airline
Insurance
E-Commerce Stages of Maturity
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Web Site Magic
(It’s About The Experiencepeople not numbers)
Merchandising Tips:• Use technology to sell
• Don't alienate buyers with technology
• Use information to sell
• Put your URL/Brand everywhere
• Coordinate online and offline strategies
• Use email to promote sales
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Web Site Magic (continued)Infrastructure Tips:
• Build a robust system architecture
• Analyze your server data(measure your results!)
• Test like crazy• Usability
• Browser level
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Validating Your Target Audience
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The Chasm Perspective
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Segment CharacteristicsInnovators: Technologists
• They pursue new technology aggressively.
• Their endorsement reassures others that the product works.
Early Adopters: Visionaries
• They see the benefits and applications of new technology.
• They rely on intuition rather than
references in their buy decisions.
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Segment Characteristics (cont.)
Early Majority: Pragmatists
•They want well-established industry references to ensure the solution will work.
• 1/3 of the market is in this group. The “Tornado Effect”, high growth and profits occur here.
Late Majority: Conservatives
• Cautiously they wait for a solution to become an established standard.
• They buy from well-established companies when margins are low.
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Segment Characteristics (cont.)
Laggards: Skeptics
•Want nothing to do with technology. It needs to be hidden in the solution.
• Buy when something breaks, or to make small procedural improvements.
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When in Doubt, AskFocus Groups of Individuals in YourTarget Market:
• Enlist people for opinion andbrainstorming sessions
• Open a Chat Room on your site for discussion.
Invite Customer and Prospect Feedback:
• Post a questionnaire form on your site soliciting comments on your presentationand product(s).
• Offer an incentive e.g. free report,consultation etc., for 1:1 interview
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Measuring Your Success
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Measurement – Source Data
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Measurement Methods
Web success is easier to track thanmost people think
• Measure Your Success• keep and analyze server log file• use search engines to check your
popularity• user/visitor interaction, ask questions• Did you meet your goals?, Which
ones?• Did your target audience find and use
your site successfully?• Were you profitable?
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The Value of Data
Data Gold = Emails and Cell #s
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How To Track
• Statistics rule – use them
• The human touch (Your Crew) – don’t forget them
• At the element level – detail makes the sale, don’t avoid it
• Evolution…today’s solution is tomorrow’s limitation – become flexible, move swiftly and “be prepared”…change happens
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What to Track
• Infrastructure Reliability• Repeated user patterns• Third party relationships stats via
tools• Trends• Technology solutions• Response times• Resolution methods and results
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Tracking Tools for SMESprout Social $39,$59,$99/moHoot Suite – social media mgmt
(very good) Free,$10.99,Enterpise quote
Argyle Social – enterprise geared $200,$600,$1100/mo
Social Report – wkly/daily email rpts $9,$39,$79,$159/mo
Cyfe (great) – customized dashboard free, $19/mo $168/yr
Only valuable if
you set measurable goals up
front
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Questions & Answers
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NaNoshka JohnsonIdeaBlox.biz5214-F Diamond Heights
Blvd, Suite 435San Francisco, CA 94131800-884-6505 ext 701
[email protected] Consultancy
Firm
Customer
Please forgive me…
for I have failed Thee
Your Site