Attrack Customers w/ Social Media & E-Commerce

1. Attrack Customers w/ Social Media & E-Commerce Many Faces One DreamSuccess = Repeat Business NaNoshka “Nosh” Johnsonnosh@ideablox.biz www.ideablox.biz www.ideablox.biz/mfod-sm.pdf

2. 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.

3. Social Media - Terms • Social Media - • SEO – Seach Engine Optimization • Content Management • Blog/Blogging • #hashtag • Internet Marketing • ebook – • E-commerce

4. Social Media – Tools • Linked In • Twitter • Facebook • Pinterest • YouTube • Instagram • SnapChat • Google+ Pick at least 3 networks to play in

5. Social Media – How to… • How to find your audience • Designing for social media • Engaging your customers online

6. 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

7. Designing for Social Media • Eye catching images • Compelling headlines • Useful information • Call to action Create a uniform experience across platforms

8. 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

9. Defining Success in an E-commerce World

10. What Makes Web Success? Extranets - Internets - Intranets

11. The Road to Success…ABCs • Planning • Prototyping • Initial Site Development • Promotion • Implementation • Maintenance • Measurement

12. Typical E-Commerce Solution

13. E-Commerce Platform Content Management Advertising & Promotion Community Cross/Up Selling Industry Feeds Targeted Advertising Bulletin Board/ Discussion Email Search Personalization Banners Online Chat Subscription Product Promotion Calendar Content Download Multi-Language Performance Analysis Storefront Instant Messaging Jobs Analysis Tools Member Directory Lead Generation/ Referral Commerce Catalog Management Price Discovery Population Mapping/ Aggregation Maintenance Search/ Favorites Request For Quote Fixed Price/ Contract Auction Exchange Transaction Processing Buying Assistance Requisition Purchase Order Control & Approval Trade Finance Logistics Billing /Invoice Payment Processing Tracking Reporting & Analysis Administration Profile & Registration Maintenance ERP Customer Relationship Management Site Analysis System Administration Reporting/ Decision Support

14. E-Commerce Stages of Maturity • (Future) Stage IV - Networked Economy • Total Integration of supplier/customer value chain • Seamless inter-company value chain • Strategically managed by cross-company council High Financial Industry • Stage III - Integration • Organization-wide focus • Integration with business processes • Re-engineer as necessary • Extend to immediate customer/supplier network Airline Complexity / Benefit • Stage II - Point Solutions • Fragmented Implementation • Focus on “low-value” transactions • Lack compelling EC business case Insurance • Stage I - Experimentation • Test Information sharing • Some external integration Time to Implement High Low

15. 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

16. Web Site Magic (continued) Infrastructure Tips: • Build a robust system architecture • Analyze your server data(measure your results!) • Test like crazy • Usability • Browser level

17. Validating Your Target Audience

18. The Chasm Perspective

19. 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.

20. 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.

21. 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.

22. When in Doubt, Ask • Focus 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

23. Measuring Your Success

24. Measurement – Source Data

25. 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?

26. The Value of Data Data Gold = Emails and Cell #s

27. 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

28. What to Track • Infrastructure Reliability • Repeated user patterns • Third party relationships stats via tools • Trends • Technology solutions • Response times • Resolution methods and results

29. Tracking Tools for SME • 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 Only valuable if you set measurable goals up front

30. Questions & Answers

31. NaNoshka Johnson IdeaBlox.biz 5214-F Diamond Heights Blvd, Suite 435 San Francisco, CA 94131 800-884-6505 ext 701 nosh@ideablox.biz www.ideablox.biz Business Consultancy Firm Please forgive me…for I have failed Thee Your Site Customer