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Jodell Raymond of Black Cat Plus describes her experience in e-commerce retailing and social media and provides retailers with insight as to how to balance it all.
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THE NEW E-COMMERCE REALITY
Organize Your Way to Success!
AGENDA: THE NEW E-COMMERCE REALITY
• Website Format Options• Informational • E-commerce
• Web Marketing Strategies • Internal
• E-mail• Blog• Product descriptions/zoom• Ratings and Reviews
• External• SEO• Social Media
• Facebook• Twitter• Linked In • You Tube• Pinterest• Google+• Daily Deals Websites
• Tools• Live Chat• M-Commerce
TO HERE…
TO HERE….
FORMAT OPTIONS: WHAT IS MY OBJECTIVE?
• Informational vs. E-Commerce• What is my commitment level?
• Deciding Factors • Goals and Objectives • Resources—maintenance, experience, and money• Customer: Demographics
DOMAIN NAME REGISTRATION
• Register own name• http://whois.domaintools.com
• Where to Register• Hosting Company-Server • Go Daddy look up to see if the domain name is taken
• “Mom and Pop Web Person” like a Reseller who owns a company that hosts, builds and does maintenance• See Point #1
INFORMATIONAL SITE
• Objective: The Basics• Resources• Do-It-Yourself• Hire a contractor-make sure it includes
updates• Sources: Freelancer, Guru, and O-Desk• Images: i-stock photo
E-COMMERCE OPTIONS
Template Stores and Customized1. Examples of Stores
1. http://smallbusiness.yahoo.com/ecommerce/index.php
2. www.amazon.com3. www.volusion.com4. www.businesscatalyst.com
2. Pros and Cons3. How Do I Not Get Taken?
1. Resources2. Referrals3. Research
E-COMMERCE SITE PERSONNEL AND SERVICES
• Personnel• Designer-Look and feel• Programmer/Developer-behind the scenes technical and functionality,
writes code, tests code, makes sure site is functioning• Webmaster-on-going updates and changes• SEO-Search Engine Optimization and/or PPC• E-mail Master • Photographer• Copywriter-Blog, Newsletter, Product Descriptions• Social Media Copywriter
• Services: • Site Host• Payment Processing• Payment Gateway• Live chat• Email provider• SSL Certificate Provider
WEB MARKETING 101
• Internal • E-mail• Product Descriptions• Ratings & Reviews
• External • Social Media
• Blog• Facebook• Twitter• Linked In • You Tube• Pinterest• Google+• Daily Deal Sites
• Tools: SEO, Live Chat, M-Commerce
INTERNAL MARKETING
• Email• Newsletters: • Constant Contact• iContact
• Product Descriptions• Ratings and Reviews
• Newsletters• Birthday messages• Abandoned cart reminders
BLOGS
GOOGLE NEWS ALERT
• Monitor the Web for interesting new content• http://www.google.com/alerts• Google Alerts are email updates of the latest
relevant Google results (web, news, etc.) based on your choice of query or topic.
SOCIAL NETWORKING
• Social networking is the grouping of individuals into specific groups.• Social networking websites function like an online
community of internet users where members can share common interests in hobbies, religion, or politics.
SOCIAL MEDIA FOR BUSINESS
• Marketing to Current and Prospective Customers• Finding Contacts: Sales Reps or
Manufacturers• Hiring Good People• Expert-making• Monitor Competition• Public Relations• Focus Groups
SOCIAL MEDIA 411
• Integrate, Connect, Engage vs. Inform, Inform, Persuade, Remind • Key: Provide Value through relevant content! • Remember: Your customers and competitors
are here! • Web of Friends!
SOCIAL MEDIA
COMPARISON
• Max character count 190• Fan page and link to every
piece of communication• Like button • Share• Free Tabs: photos, video,
events• Custom Tabs: Blog Feed,
Shop• Ads
Google+
• Circles• Video Hangout• News Feed
COMPARISON
• 140 character message• Answer questions• Brand Awareness: Build
Buzz• Host special promotions• Host twitter parties• Customers help decide
what retailer should carry
You Tube
• Discover, watch and share original created videos• Video camera: personal
hand-held video camera, iPad
COMPARISON
• Virtual pinboard allows you to discover, organize and share things on web• Create boards on any
topic of choice• Add a pin it button to
product pages or a Follow Me on Pinterest
Linked In
• Built upon trusted connections and relationships, LinkedIn has established the world's largest and most powerful community of professionals
FACEBOOK CONNECT WITH CUSTOMERS
PINTEREST: ENGAGE WITH CUSTOMERS
DAILY DEALS WEBSITES
• Vouchers that offer deep discounts on mostly local products and services.• GroupOn-$787 million worth of vouchers last year
from over 50 million consumers• Local merchant groups can offer the same web
marketing
LIVE CHAT & M-COMMERCE
• Live Chat• Provide Support• Live Chat
• M-Commerce• Get Ready for the next big wave of M-Commerce!
SEARCH ENGINE OPTIMIZATION
• Services• Site analysis and design• Content writing• Link building• Google analytics• Key word analytics
MY ACTION PLAN
• Q and A
REFERENCES
• James Wedmore-You Tube• Chris Voss Social Media• Peter Shankman Social Media (HARO) • Chris Brogan Social Media• Bob Negen Whiz Bang Training Retail Mastery
System • The Power of Pinning• Linked Influence• Facebook Influence
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