The Benefits, Opportunities & Challenges

of Being a Connected Business

@leighjewiss

Illawarra

What we will learn tonight

The basics and strategies for being an online business:

• Website

• Social Media

• Content Marketing

The Web

Then and Now – Why you need a website

A Website gives your business….

• Credibility/Authority

• Social Proof

• Communication Channel

• For Selling/Marketing

• For Customer Support

• Access new markets

• Open 24/7

• Easier access to you and your business

The DNA of a Website – Case Study

• Wollongong Markets

• http://www.rozellemarkets.com.au/

• http://www.therocks.com/things-to-do/the-rocks-markets.aspx

• Wollongong Markets Facebook Page

Workbook Exercise Q1 & Q2

The DNA of a Website – What type?

According to Brian Massey, Conversion Scientist and author of Your Customer Creation Equation, there are five basic formulas for websites:

• The Brochure Site

• The Publication Site

• The Online Store

• The Consultative Site

• The Online Service

Source: crazyegg.com, 2014

The Brochure Site

Provides:

• Benefits and features

• Information

• Store Location

• Contact information

Doesn’t sell products but provides information

Source: http://rdaillawarra.com.au/

The Publication Site

Provides:• Original or curated

content

• Information or entertainment

• Social media integration

Generates income from subscriptions, ads or sponsors

Source: http://www.mamamia.com.au/

The Online Store

Provides:• A place to buy goods –

think amazon or eBay

• Focus on solving customer’s pain points not your product

• Easy to navigate and shopping cart aka a good user experience (UX)

• Social proof

Selling one or a thousand products

Source: https://www.dicksmith.com.au/

The Consultative Site• Provides:

• Information to answer potential questions (usually B2B)

• Use different sources to provide information

Research has shown that approximately 60% of the B2B sales process is completed before the buyer ever talks to a salesperson. These days, people rely on your website for information and support to help them decide if they want to talk to you.

Source: http://visitwollongong.com.au/

The Online Service

• Examples:

• Accounting Software

• Cloud storage

• Email service

• Marketing software

• Social Media

Focus On The WHY People Buy From YOU!

Inspired by: http://johngreathouse.com/spilling-the-beans/

The DNA of a Website - Questions

• What will your website be for?

• Who will be your website for?

• What will be your site’s DNA, it’s personality?

• Themes, branding, consistency – the look and feel

• What platform will you use?

Workbook exercise – Q3

An online store done well

• http://www.digitalrev.com/• Not just products but

• Information• Reviews• Tips • Different content eg video• Sense of community (share your photo• Assisting you becoming a better (not just selling you a product)• Upselling• Package Selling

Or these…….

• http://catmagnet.com/

• http://www.northsails-sportswear.com/

• http://my.deejo.fr/en/

Workbook exercise – Q4

Social Media

Why use Social Media

• Why you should be using social media?

• Source for new customers

• Can increase your business’ reputation

• Showcase your products/services

• Bring in more traffic (web/store)

• Connect and communicate with your clients/customers

• Provides another communication platform for people to use that they are comfortable with egteens/Instagram, business people/LinkedIn/Twitter,

The Social Media Landscape

Where of Social Media

Name the Top 5 Social Media Platforms(in Australia, based on users)

Source: Frank Media – Social Media Statistics Australia – May 2014

FACEBOOK – 13,200,000

YouTube – 12,750,000

WordPress.com – 6,200,000

LinkedIn – 3,650,000

Tumblr – 4,850,000

Social Media - The Next Top 14

6. Blogspot – 2,900,000

7. Twitter - 2,500,00 Active Australian Users

8. Instagram - 1,600,000 Active Australian Users

9. TripAdvisor– 1,400,000

10. SnapChat – 1,070,00,

11. Flickr – 760,000

12. Pinterest – 390,000

13. Yelp – 185,000

14. MySpace – 175,000

15. Reddit – 170,000

16. Google Plus – approx 65,000

17. StumbleUpon – 55,000

18. Foursquare – 33,000

19. Digg – 22,000

Source: http://frankmedia.com.au/2014/06/02/social-media-statistics-australia-may-2014/

Where are your customers?

Here are some of our surprising findings:

• Facebook still skews young, but the 45 to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per cent of Facebook’s users are outside the U.S.

• Instagram: 60-eight per cent of Instagram’s users are women.

• Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.

• LinkedIn is international and skews toward male users. NOTE: B2B

• Google+ is the most male-oriented of the major social networks. It’s 70% male.

• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.

• Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $US75,000 use Tumblr.

Source: Business Insider Australia, 2014

Who are your social media customers?

• Describe your customer persona• What you they look like?

• Demographic, Gender

• What do they like?• Style, Trends

• What are their hobbies?

• What do their lives look like?

• Who is actually using your product?

• Are you marketing to the

decision maker/influencer?

Workbook exercise – Q5

Oh no! Were using the Back Up Slide

Meet Gordon

Workbook exercise – Q6

10 Tips for Understanding Social Media

1. It takes time and patience to build a Social Media audience –it does not happen overnight

2. Social Media is not free – it takes time and effort

3. Understand different channels have different audiences

4. Use social media for social proofing

5. Numbers don’t matter – content is king!

Tips for Understanding Social Media

6. Update regularly, give me a reason to visit/follow you

7. Decide how public or private you want to be

8. A picture says a thousand words – be visual

9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media

10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

What to Create? Feeding the Hungry Beast

Content

Content Marketing Done Right

Good Content Marketing Gets Results (most of the time)

• On day 1 the campaign received almost 6 million views

(that’s more than Obama’s victory speech)

• On day 2 old spice had 8 of the 11 most popular videos online

• On day 3 the campaign had reached over 20 million views

• After the first week old spice had over 40 million views

• The Old Spice twitter following increased 2700%

• Facebook fan interaction was up 800% from 500,000 to 800,000.

• OldSpice.com website traffic was up 300%

• The Old Spice YouTube channel became the all time most viewed channel

• Subscribers to the YouTube channel more than doubled, from 65,000 to 150,000

• The campaign increased sales by 27% over 6 months since launching

• And in the last month sales were up 107%

• Old spice is now the #1 body wash brand for men.

• 1.2 billion earned media impressions, including features on national broadcast

networks and international media outlets

Sources: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/http://www.kinesisinc.com/branding/old-spice-guy-brings-107-increase-in-sales/http://www.dandad.org/en/old-spice-response-campaign/https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf

What is Content?

• Articles • Books/eBooks • Brochures/manuals • Case Studies • Information Guides • Microsites/Web

Pages • Online Courses • Podcasts/Videocasts• Presentations • Product Data Sheets

• Reference Guides • Resource Libraries • RSS/XML Feeds • Videos • Visual Content • Webinars/Webcasts • White Papers • Widgets • Workbooks• Status Updates• Comments

Who Does Content Marketing Well?

• What Lorna Jane does better than most brands is live (and effectively communicate) its philosophy, or reason for being - 'Move Nourish Believe'; so much so it has become a key content driver for the company.

• Its standalone Move Nourish Believe website essentially acts as the brand's content hub - it features heaps of articles of interest and relevance to its target audience (i.e. it doesn't just bang on about Lorna Jane products but covers topics such as healthy eating, skincare, lifestyle and motivation, plus profiles of Lorna Jane 'active living advocates'); plus forums,videos, healthy recipes and details regarding Lorna Jane events.

• Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500 followers), YouTube(where its videos continue to rack up multiple of thousands of views), Tumblr (for daily doses of inspiration and motivation), Instagram (180,000+ followers) and Pinterest (17,000 followers).

• The brand also has a free iPhone app that "Track your runs, walks and cycles via your iPhone GPS while you move to live an active life".

Source:http://prwarrior.typepad.com/

Creating a Community

Some of the things to add to your content

marketing strategy

• Become THE expert in your field• Create a blog• Create a newsletter• Can you make an ebook?• Can you make a video review?• Can you create a community?

Add value to your customers (give them a reason to connect, follow and become your brand)

Fine Tuning the What & the Where

4.3 times more likes than the average post (of the 100 posts we analysed on the Caterpillar page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Fine Tuning the What & the Where

5 times more likes than the average post (of the 100 posts we analysed on the Stobart Group page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

16 times more likes than the average post (of the 100 posts we analysed on the Simply Business page)

Fine Tuning the What & the Where

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

12 times more likes than the

average post (of the 100 posts we

analysed on the Screwfix page)

Rule of Thumb – The Schedule

New Channels to Sell

Discounts

Recommendations

What to Do Next?

• Why do people use your service/buy your products?• What makes you different from your competitor?• What is your experience/skills?• What ‘perception’ do you want to portray?• What will be your voice? Your tone? (Business/Personal)• What will you look like? (Bright, Professional, Strong, Soft,

Caring, Inspiring, Bold)• Does this match your ideal audience? Your target market? • What are you trying to achieve?

• Awareness• Engagement• Purchasing• Advocacy

Workbook exercise – Q7

Kapost’ Content Pillar Approach

Things to do next……

• Goal Setting• Name the top five goals you want to achieve

through using social media.• Break down each goal and how you are going to

achieve them.• What tools and platform/s do you think are the

most suitable to achieve your goals?• What training is needed?• How are you going to measure the success of your

social media presences?

Workbook exercise – Q8

RECAP

• Have a clear understanding of what you want your online presence to be

• Understand your goals

• Sales, updates, promotion, engagement, brand awareness

• Understand your communication channels

• Where are your customers?

• Where are your new customers?

• Think how to ‘Feed the Hungry Beast’

• What are you strengths?, Your knowledge?, Your experience?

• Why do people buy from you and how can you highlight that? Capture and transfer that online?

• Do don’t join every social media channel!

• Social media = two way conversation

RECAP – Part 2

Source: www.marketo.com

Where to find this presentation

Where to find more information

But before I go……….

• 0-3 = average intelligence

• 4 = you're above average

• 5 = you can turn your nose at most anybody

• 6 = you are a genius

Why You Should be Online

• Internet Live Stats

• http://www.internetlivestats.com/

WHO?

Thank YouLeigh Jewiss

Digital Enterprise Program Coordinator

Regional Development Australia Illawarra

Ph: 4227 4500

Eml: leigh@rdaillawarra.com.au

@leighjewiss @rdaillawarra

au.linkedin.com/in/leighjewiss/

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