online business tools
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ONLINE BUSINESS TOOLS Monika Mačiulienė
IMPLEMENTING E-BUSINESS: 5 STEPS1. Buy your online home/name/domain2. Acquire/build needed technologies (depends on the project)3. Modify technologies to fit your needs4. Optimize your website (for Google and other searches)5. Marketing actions
IMPLEMENTING E-BUSINESS: 5 STEPS1. Buy your online home/name/domain2. Acquire/build needed technologies (depends on the project)3. Modify technologies to fit your needs4. Optimize your website (for Google and other searches)5. Marketing actions
CREATING A BUSINESS IS IN NO WAY A LINEAR PROCESS
FIND A NEED AND FILL IT
Find your market – not the productLook for people who have a problem – offer a solution
Look at a business idea from four perspectives: COMPANY, CUSTOMER (purchasers, influencers, end users), COMPETITOR (primary, secondary and tertiary) AND COLLABORATOR
"YOGOFF"
Click icon to add picture
App for intensive computers users
"YOGOFF"
Click icon to add picture
App for intensive computers users
“ZEN@WORK" App for intensive computers users
MARKET AND CUSTOMER RESEARCH
Online researchKeyword SearchCompetitor LinksRead BlogsConduct Online Surveys
ONLINE RESEARCH USING AVAILABLE DATABASES, INSIGHTS, STATISTICS
Resources: associations, government guidance/statistics, universities
http://www.ivpk.lt/uploads/Statistika/Informacines_technologijos_Lietuvoje__2012_m._2159.pdf
GOOGLE TRENDS
GOOGLE TRENDS
GOOGLE TRENDS
http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-58-04-998/EN/KS-58-04-998-EN.PDF
http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-58-04-998/EN/KS-58-04-998-EN.PDF
READ BLOGS
Blogs are updated much more regularly than traditional websites and, therefore, they can be another gauge of public opinion. Search blogs by using blog-specific search engines, such as Technorati or Google Blogs.
KEYWORD SEARCH "keywords" that people would use to find your type of products or services on the Internet/ how much interest? / how many competitors? / product niches
Keyword ResearchSEMrushGoogle KeywordsWordtracker
Traffic ResearchQuantcastCompete
COMPETITOR LINKS check out your competitors, their prices, and their offerings
PAID SERVICES: Online market research firms are numerous on the internet. A selection of specialized websites: Creatests,dafsa, eurostaf, xerfi, plusdetudes.com, Opremys
EYECARE
20 CUBE
OFFICE YOGAMD
BIG STRETCH
EVO
IPAD, IPHONE APPS
AIRPLANE YOGA ($3.99)
CONDUCT ONLINE SURVEYS online surveys are a low-cost way to do market research about whether an idea or a product will be appealing to consumers
Surveying your acquaintances, friends, co-workersPaid online surveys
WORK OUT YOUR UNIQUE SELLING POINT (USP) OR COMPETITIVE EDGE.
APP THAT STOPS YOUR WORK AND SUGGEST YOU TO DO YOGA zen@work
FRAMING AND PRESENTING YOUR IDEAS
Choose right business model for your proposition
VIDEOS/PRESENTATIONS PreziSlideShareHaiku DeckGoAnimateYouTube
Other questions: How large is your Total Addressable Market (TAM)?
What specific market opportunities or macro trends does this idea capitalize on?
Who is your competition or alternatives? What is your marketing & sales plan? How will you make money? What traction, proof of concept, or momentum do you have?
How much money would you require? What else are you missing?
Who is on your team? What relevant experience do they have?
BUILDING YOUR WEBSITE/APPLICATIO
NMock upsHostingWebsite design
MOCKUPS Design before you build. Use your blueprint. http://www.youtube.com/watch?feature=player_embedded&v=70hfU7_95Gw
Available tools: Balsamiq Rapid Wireframing Tool @balsamiqmocksup Quick and easy mockups @mocksupjMockups High fidelity mockups in a fraction of the time compared to Photoshop @jMockupsMockingbird create, link together, preview, and share mockups of your app @gomockingbird
LAUNCH PAGE
HOW TO BUILD A WEBSITE?
Blog as SiteNameplate SitesFull Site Online ServicesContent Management SystemsWebsite Creation Software
BLOG AS SITE A blog is a unique subset of website thanks to its familiar layout: new content sits on the top of the page, scrolling down reveals older posts, and older archived content links off to another page. When someone needs to build a website quickly, a blogging service is typically easy and fast.
Blogger, WordPress.com, Anchor, Feathers, or Medium
TUMBLR
PERSONAL WEBPAGE/NAMEPLATE SITES You might not need a full-blown website; just a little place to park your persona on the Internet. In this case you can just get a nameplate site, or as I prefer to think of them, a personal webpage (rather than a multi-page site). The difference is the links on a personal page usually go elsewhere: to your social networks, your wish lists, your playlists, or whatever else is linkable.
About.me, Flavors, Vizify, Visualize.Me, Re.vu, or Zerply.
VIZIFY
FLAVORS
FULL SITE ONLINE SERVICES When it's time to go beyond the blogs, beyond the resumes, beyond the page of links; which service do you turn to for a full-blown site that can handle all of above plus host images, and maybe even e-commerce, with a simple interface anyone can master?
Jimdo, Weebly, Squarespace, Sidengo
JIMDO
JIMDO
CONTENT MANAGEMENT SYSTEM (CMS) If you're looking to build a presence for a larger organization that requires serious back-end power, you may need a content management system (CMS). A CMS manages all the content you put on your site, from text to video to audio to documents. It can be custom-built, cost hundreds of thousands of dollars, and be more complicated than particle physics. That said, several are free and pride themselves on staying simple—at least for those with some Web publishing experience.
DNN/Evoq, Drupal, Joomla, and WordPress (open-source tools you can install on your own Web server)
WEBSITE CREATION SOFTWARE Dreamweaver CC, RapidWeaver 5, Xara Web Designer 9, Adobe Muse.
NEXT STEP Create buzzDrive high traffic SEO and SEM tools
MARKETING TOOLS
EMAIL MARKETINGIBM e-mail optimizationSpam assassinMail ChimpCampaign monitoriContactaWeber
IBM EMAIL OPTIMIZATION PREVIEW HOW YOUR EMAILS WILL RENDER ON POPULAR B2B & B2C DESKTOP EMAIL
CLIENTS SEE EXACTLY WHAT YOUR CUSTOMERS SEE ON POPULAR MOBILE DEVICES AND PLATFORMS PREVIEW HOW YOUR EMAILS WILL RENDER ON POPULAR WEBMAIL CLIENTS AND
BROWSERS
http://www.youtube.com/watch?v=bbsGkJmMkh8
SPAMASSASSINCan check e-mail’s spam scoreOpen-source project In a corporate setting, usually small to midsized businesses and ISP mail servers, it runs each email message through hundreds of tests that analyze headers, text, and HTML coding and checks domains and IP addresses against DNS (define) blocklists and filtering databases.When a message flunks a test, it scores anywhere from a fraction of a point to multiple points. If a message scores too many points, SpamAssassin rejects it.
RESOURCES
FOR PROFESSIONALS, HARDER TO LEARN, CANNOT BE INTEGRATED TO WORDPRESS (HAVE THEIR OWN LOG SYSTEM)
SOCIAL MEDIA AND MARKETING
Bookmarking and aggregatingContent creatingSocial networks
WHAT IS SOCIAL MEDIA ALL ABOUT?SOCIAL MEDIA CHANNELS CAN BE CATEGORISED AS:
BOOKMARKING AND AGGREGATING: SOCIAL CURATION AND SHARING OF CONTENT.
CONTENT CREATING: USING SOCIAL CHANNELS TO CREATE AND SHARE CONTENT.
SOCIAL NETWORKS: SOCIAL CHANNELS THAT ARE BUILT AROUND SOCIAL PROFILES.
Sharing is a key element.
1. BOOKMARKING AND AGGREGATING
SEEING HOW USERS CATEGORISE YOUR CONTENT WILL GIVE YOU AN IDEA OF HOW YOUR WEBSITE AND COMPANY ARE PERCEIVED BY YOUR AUDIENCE. YOU CAN ALSO USE THESE SERVICES TO SHARE WHAT OTHER URLS YOUR COMPANY FINDS INTERESTING.
Digg Muti Reddit PinterestGawker community
2. CONTENT CREATING
CREATE FREE CONTENT TO SHARE: VIDEOS, IMAGES, ARTICLES:
1. VIDEO SHARING – YOUTUBE, METACAFE, VIMEO, AND VIDDLER.
2. WIKI SOFTWARE3. BLOGGING, PODCASTING, MICROBLOGGING
Youtube and marketing: promotion of content through YouTube; and advertising next to content on YouTube
3. SOCIAL NETWORKS
Democratization, opennessRelying on the connected Internet, it means that good stories as well as bad stories spread and stick aroundBenefits: potential to go viral, create online community, connect your brand to appropriate audience, niche targeting, feedbackSocial media is all about conversations between people, and people talk about a lot of different things. Even if you aren’t listening, your customers may be talking about you on facebook or twitter or digg.
TOOLS1. Platform based tools
Facebook Insights, YouTube Insight, Twitter Analytics
2. Independent social media filtering, monitoring and measuring toolsHootsuite, Klout, Netbase, Salesforce.com, Viralheat, Brandwatch, Meltwater, Buffer, Socialmention
SOCIAL MEDIA LISTENINGFor companies interested in learning about what conversations are happening (and where) about their company, their competitors, and their brand keywords.
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SOCIAL CONVERSATION Used for companies to effectively be able to find and respond to customer inquiries and comments in real-time
http://www.youtube.com/watch?v=x4aibcZBFIw
SOCIAL MARKETING Used for creating and managing campaigns, promotions and other creative projects across platforms.
SHORTSTACK
SOCIAL ANALYTICS Used to measure and understand results of a company's social media efforts across platforms.
SIMPLYMEASUREDFREE REPORTS
SOCIAL BAKERS
SOCIAL INFLUENCER
Used to find and engage with social media users that are particularly influential in specific topics and understanding their spheres of influence.
ONLINE ADVERTISINGE-mail advertisingDisplay advertisingAffiliate marketingBehavioral targetingSemantic advertisingSocial network advertising
ONLINE ADVERTISINGPAID DISPLAY OF YOUR PROMOTIONAL MESSAGE
WHY IT IS DIFFERENT FROM TRADITIONAL ADVERTISING?CUSTOMERS CAN ACT ON IT + TRACKING
CLASIFFICATION:1. E-mail advertising2. Display advertising3. Affiliate marketing4. Behavioral targeting5. Semantic advertising6. Social network advertising
DISPLAY ADVERTISINGUSE OF THE INTERNET AS AN ADVERTISING MEDIUM WHERE PROMOTIONAL MESSAGES APPEAR ON OTHER WEBSITES AND/OR SEARCH ENGINE RESULTS PAGES. CREATES MORE FAMILIARITY, AWARENESS AND INCREASES NAME RECOGNITION.
+ - • wide audience with small
budget• PPC ad campaigns only
require that you pay for advertising when someone clicks on the link in the ad.
• Effective display advertising can produce immediate results.
• Even if users do not click on your ads, the advertisements can create and increase brand awareness.
• easily tracked and monitored
• people are unlikely to click on these ads
• risk associated with doing Pay Per Click advertising as your competitors can click on your advertisement without purchasing anything
OPTIONS
DISPLAY ADVERTISING: VARIETYEXPANDABLE BANNERS - which reveal additional panels when the mouse cursor rolls over the banner.VIDEO ADVERTISING - which can be within an ad format and streamed to create a richer user experience. In-video advertising is also becoming more common.FLOATING ADVERTISEMENTS - which move on the web-page, without altering the page itselfTEAR-BACKS - which 'peel back' when the cursor is rolled over one corner of a web pageTAKEOVERS - where clicking on or rolling over an advertisement causes the entire webpage to change
PAY PER CLICK - PPC The price is based on the number of clicks your ad receives. In other words, you pay for this ad only if a person clicks on the ad. A typical price range is 5 cents to $1 per click. Costs for advertisements via search engines are pay per click (i.e. contextual advertising). The amount you pay per click will depend on how targeted the keyword is and the competition for that keyword. The ads are ranked based on how much you pay to advertise on each search phrase. However, more targeted ads usually result in more sales.
COST PER IMPRESSION (CPM). Costs are based on the number of times the advertisements are viewed. The M in the acronym is the Roman numeral for a thousand, and as such it is also referred to as Cost per Mille. Banner ads are generally sold by CPM, but they can also be sold by pay per clicks. A $50 CPM means you pay $50 for every 1000 times your ad appears.
(CPA) COST PER AQUISITION
AVAILABLE TOOLS
GENERATING REVENUEGoogle AdSense, AdBrite, Yahoo Publisher matches ads to your website’s content, and you earn money whenever visitors click on the ads.
TRACKING ONLINE ADVERTISINGWeb Trends, Google Analytics , Microsoft adCenter, AWStats, Yahoo Site Explorer
AFFILIATE MARKETING
Chaffey (2009) defines affiliate marketing as “a commission based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers or other transactional sites)”.
AFFILIATE MERCHANT’S SITEAffiliate sends traffic using links and URL’s
Links set cookies in customers computer
Customer completes action on merchant site
Merchant confirms action
valid
COMMISSION
Cookies allow for software to gather information needed
to award commission
+ =
AFFILIATE TRACKING SOFTWARE COLLECTS INFORMATION (impressions, clicks, conversions) EVEN IF NO ACTION IS COMPLETED -> FOR PURPOSES OF CAMPAIGN OPTIMIZATION
WHAT IS AFFILIATE NETWORK?
http://www.youtube.com/watch?v=c-j3VjHxQeQ
MAIN TYPES OF AFFILIATES PERSONAL WEBSITESCONTENT AND NICHE SITESEMAIL LISTSLOYALTY SITES (POINTS OR CASH BACK OR CHARITABLE DONATIONS)COUPON AND PROMOTIONS SITESCOMPARISON SHOPPING (SEE ALSO PPC ADVERTISING)SEARCH AFFILIATES (SEARCH ARBITRAGE)
OTHER ISSUES TO DISCUSS HOW LONG CAN COOKIE LAST? AFFILIATE LOCK-IN
WHAT CAN GO WRONG?
MULTIPLE REFERRALS – ONE SALE Usual practice – most recent referral is awarded, but some merchants are compensating their affiliatesCOOKIES GETTING A BAD REPUTATIONUser deletes cookies because he does not like how tracking and collecting information sounds. Limited effect.PLACING AND ORDER BY ANOTHER METHODS Looks up on the internet, but places order online. Affiliate is not paid.
REMAINING FORMS OF ONLINE ADVERTISINGBEHAVIORAL TARGETINGOnline advertising can be targeted based on a user's online behavior. This practice is known as behavioral targeting. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.SEMANTIC ADVERTISINGSemantic advertising applies semantic analysis techniques to web pages. The process is meant to accurately interpret and classify the meaning and/or main subject of the page and then populate it with targeted advertising spots. By closely linking content to advertising, it is assumed that the viewer will be more likely to show an interest (i.e., through engagement) in the advertised product or service.SOCIAL NETWORK ADVERTISINGSocial network advertising is a form of Online advertising that focuses on social networking sites. Advertising on social media networks can take the form of direct display ad buys at the social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.
MOBILE ENGAGEMENT
Online social networks have extended their presence to mobile phones: http://m.myspace.com/ http://m.facebook.com/ http://m.twitter.com/
Facebook: 1.06 Billion Monthly Active Users, 680 Million Mobile
GO MO
ADSENSE AdSense helps to manage ad units across mobile and desktop, and they can accomplish powerful cross-platform tasks like unified revenue reporting broken out by desktop, tablet, and mobile.
TOOLS FOR CUSTOMER RELATIONS
CUSTOMER RELATIONS Customer Support:Keep your customers happyGet Satisfaction Measuring value from social media shouldn’t be hard @getsatisfactionTender For support / help desk @tenderappPingdom Uptime and latency monitoring for your servers. @pingdomGeckoboard Real-time status board serving up the indicators that matter to you. @geckoboard
INTERNAL MATTERS OF A BUSINESS
FinanceTask managementProject managementRemote officesPersonal storage
TASK & PROJECT MANAGEMENT Task ManagementAsanaPodioDo.Com
Project Management ToolsPivotal TrackerKerikaPBWorks
REMOTE OFFICE Your team isn’t always in the same location. Use these apps to stay in sync.Flowdock Google Wave done rightPivotal Tracker Agile project managementGo Plan Project managementGithub For source control and wikis Yammer To communicate with your teammates Basecamp One of the best online project collaboration tools
