E-Business Bootcamp

Tuesday: Websites, Advertising & Social Media

Websites

Grassroots is the new normal

Better to start an e-business with a content strategy than a full fledged store. Build rapport first, then sell.

Websites

Utilize free servicesBetter to start an e-business with a content strategy than a full fledged

store that takes months to build. Build rapport first. Utilize free options, then

upgrade.

Websites

Have something built

Price varies. Make sure whatever is built you have access to manage the

content on. Any text on the site should be editable by you.

Websites

Ask to see designs

Don’t let a designer go ahead and start working before you get the site

down on paper first. Don’t let designers make business decisions.

Websites

“paper prototype”

Usability TestingFollow the design on paper and set

up some typical user scenarios.

“so I want to buy an item... first I click here... then...”

Websites

Calls To ActionFrom every page on your website

there should be a clear and easy to find “call to action” which may be

making a purchase, signing up for a list, etc.

Websites

IntegrationStore vs. ContentDepending on your business you may

not need the content parts of your website deeply integrated with

shopping features.

Websites

Less Integrated

If less integrated, you can link to your account at a hosted service like

Shopify.com and avoid the time & cost of having e-commerce software

customized and maintained.

Websites

More IntegratedIf your website is primarily a store, you utilize every chance you can to get people to shop. This ties your

content to the particulars of your e-commerce software. Hosted options

are still available.

Websites

Selling Online

Your store would need two components:

1. e-commerce shopping cart software (inventory, product listing, purchase)2. a payment gateway to handle CCs

Selling Online

Two Parts

Shopping Carts

Build Your OwnIf you only have one or two products or services to offer, it’s possible to

just have a static website with links to PayPal or another 3rd party payment

gateway.

Shopping Carts

There are many, many, many, many e-commerce suites out there.

Choosing one is a major research job. Compare features, prices, hosting options and reviews.

Shopping Cart Software

Shopping Carts

Your chosen payment gateway (PayPal, Moneris, etc) will have

recommended e-commerce suites that integrate tightly with their services.

Payment gateway recommendations

Shopping Carts

Software Installed At Your Host

You purchase e-commerce software outright, you get the files, you install

them at your host. Configuring, security, upkeep is up to you.

Shopping Carts

Fully Hosted Stores

A 3rd party website hosts the entire store. You sign up and get instant

access to store utilities, inventory, and customization.

Shopping Carts

Hosted inventory management, content management, order

management, payment gateway integration

Shopping Carts

Shopping Carts

Video A

Lots Of SoftwareShopping Carts

Payment Gateways

Manual (offline)

Phone based. Use your site as a sales tool to get calls / emails to come in.

Not scalable.

Payment Gateways

Merchant AccountApply through a bank or merchant

company (Moneris, Chase Paymentech, Global Payments). Your e-commerce software communicates

with merchant to verify cards.

Payment Gateways

Hosted Payments

Third party website handles all credit card processing. More secure but

your per-transaction fees are higher.

Payment Gateways

Hosted PaymentsPayment Gateways

Video B

Popular and trusted. Offers two options, standard and pro. Both

accept credit cards without a merchant account.

Payment Gateways

Takes customer off of page to pay for item(s). Payment is process on

PayPal’s website. Service is free, costs are a based on sales (ie: 2.9% +

$0.30)

Website Payments Standard

Payment Gateways

PayPal still handles payments but to the user it’s seamless. They never leave your website. Service has a

subscription cost plus a fee based on sales.

Website Payments Pro

Payment Gateways

Similar to PayPal Standard. Off-site shopping cart and payment

completion. Generally transactions are 2.9% + $0.30.

Payment Gateways

Payment Gateways

Video C

PCI Compliance

PCI ComplianceData Security Standard which

governs how you handle credit card data and encryption. You are liable

for any lost data.

PCI Compliance

PCI Compliance

Smaller merchants should use a compliant shopping cart or payment

gateway. If you don’t...

PCI Compliance

PCI ComplianceSmaller merchants should use a

compliant shopping cart or payment gateway. If you don’t you have to fill out self-assessment questionnaire and

submit to periodic security audits.

PCI Compliance

Costs Involved

Domain Name Registration

Through GoDaddy or a similar service. $10 to $30 a year.

Costs Involved

Website Development

DIY or with a development company. Costs vary wildly depending on the

market, developer and what e-commerce solution you’re looking for.

Costs Involved

Website HostingVaries based on the provider. Some developers or e-commerce solutions may offer hosting as part of the fee for using the e-commerce software.

Costs Involved

Shopping CartThe software could be purchased or hosted. If purchased, there may be

no monthly fees. If hosted there may be no upfront investment.

Costs Involved

Payment GatewayMerchant accounts and hosted

options have different plans, usually garnishing a certain percentage off

each sale along with a monthly subscription.

Costs Involved

Advertising

Google AdWords

Paid Search Results vs.

Organic Search Results

Advertising

Advertising

Google AdWordsPlacement process is determined by:Bid Amount * Page Relevancy Score

An auction is run on every search.

Advertising

Advertising

Video D

Content NetworksFor image ads on content-specific

niche sites. You discover these networks by looking at your

competitors, similar niche sites.

Advertising

Real World Integration

Push your website out via print channels, real life channels. Integrate

your physical and e-marketing.

Advertising

Social Media

Video E

What Is Social Media?

Social Media

A website where the content is freely contributed by the visitors, rather than

the publisher.

It’s about customer relations

Social Media

Social media is about listening and interacting in communities where you

don’t set the rules.

The "Mom and Pop" businesses in our neighborhoods have always followed sound and pragmatic business practices, rooted in developing, maintaining and strengthening relationships with customers... They listened to their customers and used their suggestions to improve the business. They provided great service and found ways to thank their clientele. Social media is really nothing more than the simple application of these business practices in a digital form.

Manish Mehta - Dell

Social Media

The Social Playing Field

You’re just a user like any other, so act like one. As a business you don’t

have any special privileges unless you pay for them.

Social Media

Respect the Implicit ContractThe contract promises that advertisers must give you something in exchange for your imposition on people’s time.

What value do you provide?

Social Media

2 Main Responsibilities For Businesses

Social Media

1. Engagement

The only reward of virtue is virtue; the only way to have a friend is to be one.

-Ralph Waldo Emerson 

Social Media

2. Content Creation

...with sharing as a goal. Social media isn’t broadcast media. Create

to share, to teach, to entertain.

Social Media

But we’re boring!

Passion is the currency of reputation economy. Choose the medium that fits

best...

Social Media

#2 Search Engine

Video F

Video G

100 million in less than 9 months.

6 years 400,000,000

people

Mobile: 100,000,000 monthly users

Why Facebook?You don’t have to sell the platform.

Real time

Social ambience

Social Media Strategy

1. Set goals and have a strategy

Facebook vs. LinkedIn vs. Twitter...

Social Media Strategy

2. Listen and learn the cultureCultural anthropology -> Participant

observation

Social Media Strategy

3. Hustle and spend the time

Rapport takes effort

Social Media Strategy

4. “Set and Forget” is worse than not trying

Real Time is the new paradigm

Social Media Strategy

5. Be FlexibleFacebook has 400,000,000 users...

since 2004.

Social Media Strategy

6. Discover your metrics

ROI isn’t clear cut. Count your conversations. Influence people.

Social Media Strategy

Free WorkshopsMonthly in Niagara FallsSocialMediaNiagara.com

May 27 Dom’s Restaurant

St. Catharineswww.smcniagara.com