E-Commerce and Social Media Use for SMEs
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Transcript of E-Commerce and Social Media Use for SMEs
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E-‐Commerce and Social Media Use for SMEs
Jane5e Toral h5p://www.e-‐commercephilippines.com
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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.
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h5p://www.searchprofileindex.com
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h5p://digientrepreneur.com
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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
* 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
AcEviEes showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
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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
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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).
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The backdrop to e-‐commerce in Philippines
There is an inherent reluctance to “trade” through the Internet
Lack of ‘accreditaEon
and guarantees'…by default
modern trade actually
encourages desEnaEon 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 inspecEon
Buyers feel the comfort, dealing with
known vendors
Low levels of confidence/trust in
transacEng online
Digital Philippines 2011 Yahoo – Nielsen Net Index
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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
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E-‐Commerce is Growing
Source: h5p://bit.ly/pe7W5
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• Television – 37% • Internet – 25% • Radio – 6% • Newspapers – 5% • Magazines – 4%
What Pinoys found most as effecEve medium for adverEsement?
Source: Synovate Media Atlas h5p://bit.ly/nQUx1t
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h5p://bit.ly/pinoydelikasi
From family delicacy gifs to full-‐blown export business.
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Sulit.com.ph
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h5p://bit.ly/ayannah
Provide soluEon and collaboraEon opportunity.
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h5p://bit.ly/jamflores
Educate the market, show potenEal.
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2011 will be year of Mobile Content and Mobile MarkeEng
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h5p://bit.ly/chitjuan
Use social media to engage, generate results, proacEvely connect.
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h5p://www.architerra.org
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h5p://digientrepreneur.com
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To rank vs. To be social
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To rank?
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To share a story?
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Share stories….
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….then rank later…
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Get suggesEon from friends
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Share your experience to others
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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/
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Where do
Pinoys go?
Source: Jane5e Toral’s Google AdPlanner
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Are you engaging?
Source: h5p://bit.ly/qRqc4t
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• 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.
When do people share?
Inspired by: h5p://bit.ly/nGytuN
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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
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Monitor your Spikes
• Impressions / Feedback • Comments
• Unsubscribes • Likes • External referrers • Demographic
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Building links to your site
h5p://mz.cm/q1j2Dd
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Top 5 Viral Videos of All Time
© Copyright 2011 4TH Media, Inc. | hWp://www. 4thMediaCorp.com/ | Page No. Source: h5p://bit.ly/ppOJcH
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5 stages of customer buying cycle
• Awareness • ConsideraEon • Preference / Intent • Purchase • Repurchase
Make content available through the right channels
h5p://bit.ly/oWYQq4
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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
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Web AnalyEcs Measurement Model
Source: h5p://bit.ly/rfE34e
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Issues
• E-‐Commerce Law • Data Privacy • AnE-‐Spam
• Cybercrime ConvenEon
• Consumer ProtecEon
• Data Log RetenEon • Sales PromoEon
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E-‐Commerce Project Plan
• Workshop
• Align with strategic plan • Market and compeEEve
research
• CompeEEve advantage • Product or service plan • Partners • MarkeEng
• Success criteria • Content plan
• Technical specificaEons • Legal • TesEng • Security • Customer service
• LogisEcs • Payment • Maintenance
• Budget
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Book reference: Brains on Fire
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Improve
• Products • MarkeEng
• Content • Sales • Customer Service
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Photo credit: PinayAds.com
Content
Community
Capacity building
Commitment
ConEnuous Research
Cost-‐effecEve
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h5p://digitalfilipinocom.ning.com
h5p://digitalfilipino.podomaEc.com
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h5p://slideshare.net/jane5etoral
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Know and manage exactly who you* are
on the Internet
h5p://www.searchprofileindex.com