Transcript Maintaining Long-Term E

Attrack Customers w/
Social Media & E-Commerce
Many Faces One Dream
Success = Repeat Business
NaNoshka “Nosh” Johnson
[email protected]
www.ideablox.biz
www.ideablox.biz/mfod-sm.pdf
1
July 16, 2015
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IdeaBlox.biz
All Rights Reserved.
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 Optimization
 Content Management
 Blog/Blogging
 #hashtag
 Internet Marketing
 ebook –
 E-commerce
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Social Media – Tools
 Linked In
 Twitter
 Facebook
 Pinterest
 YouTube
 Instagram
 SnapChat
 Google+
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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
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How to Find Your Audience
 Use advanced search optpions
 Search for your URL/site
 Use group search options
Each tool is unique
and will have different
triggers to consider
6
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Designing for Social Media
 Eye catching images
 Compelling headlines
 Useful information
 Call to action
Create a uniform
experience across
platforms
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Engaging Customers Online
 Explore several networks
Consistency
 Join groups and follow users w/ your profile
across
(start/join conversations)
platforms
 You must care (customer needs) to convert
for
(your goals)
branding
You are
evaluated
24/7
8
 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
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Defining Success in an
E-commerce World
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What Makes Web
Success?
Extranets - Internets - Intranets
Keys to Web Success
Business Strategy
Marketing Plan
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Clear Design
Cutting Edge
Technology
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The Road to
Success…ABCs
•
•
•
•
•
•
•
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Planning
Prototyping
Initial Site Development
Promotion
Implementation
Maintenance
Measurement
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Typical E-Commerce
Solution
Web Application Diagram
Browse rs
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Web
Server
Application
Server
O
D
B
C
Database
Server
Engine
Data
/
Disk
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E-Commerce Platform
Content Management
Industry
Search
Feeds
Advertising & Promotion
Cross/Up
Targeted
Advertising
Selling
Community
Bulletin Board/
Email
Discussion
Personalization
Subscription
Banners
Product
Promotion
Online Chat
Calendar
Content
Download
MultiLanguage
Performance
Analysis
Storefront
Instant
Messaging
Jobs
Member
Directory
Analysis
Tools
Lead Generation/
Referral
Commerce
Catalog Management
Population
Mapping/
Aggregation
Maintenance
Search/
Favorites
Request
For Quote
Price Discovery
Fixed
Price/
Auction
Contract
Exchange
Transaction Processing
Buying
Assistance
Requisition
Purchase
Order
Control &
Approval
Trade
Finance
Tracking
Logistics
Billing
/Invoice
Payment
Processing
Reporting & Analysis
Administration
Profile &
Registration
Maintenance
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ERP
Customer
Relationship
Management
Site Analysis
System
Administration
Reporting/
Decision
Support
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E-Commerce Stages
of Maturity
Complexity / Benefit
(Future) Stage IV - Networked Economy
• Total Integration of supplier/customer value chain
• Seamless inter-company value chain
• Strategically managed by cross-company council
Financial
Industry
Airline
Insurance
Stage III - Integration
• Organization-wide focus
• Integration with business processes
• Re-engineer as necessary
• Extend to immediate customer/supplier network
Stage II - Point Solutions
• Fragmented Implementation
• Focus on “low-value” transactions
• Lack compelling EC business case
Stage I - Experimentation
• Test Information sharing
• Some external integration
Time to Implement
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High
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Web Site Magic
(It’s About The Experience
people 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 Characteristics
Innovators: 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, Ask
Focus Groups of Individuals in Your
Target Market:
• Enlist people for opinion and
brainstorming 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 presentation
and 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 than
most 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
26
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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
27
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What to Track
•
•
•
•
•
•
•
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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 SME
Only
valuable if
you set
measurable
goals up
front
29
 Sprout Social $39,$59,$99/mo
 Hoot 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
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Questions & Answers
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NaNoshka Johnson
IdeaBlox.biz
5214-F Diamond Heights
Blvd, Suite 435
San Francisco, CA 94131
800-884-6505 ext 701
Please forgive
me…for I have
failed Thee
[email protected]
www.ideablox.biz
Business Consultancy Firm
Customer
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