Executive Workshop Teaches Online Strategy

Executive Workshop
Introductory Presentation
STRATEGY&
LEADERSHIP
Online

Copyright©2012LearnAboutTheWeb
Contents
Executive Summary
The New Online Landscape/Questions
Good/Bad News – Business Challenges
Why Not Delegate This To
IT/Marketing?
Value Proposition – Why LATW?
Online Case Studies
Final Thoughts7
5/31/2014 2
1
2
3
4
5
6

“Refusing to communicate with your clients via social media will
soon be as harmful to companies as ignoring phone calls or
emails is today.”
Today’s e-Business
Landscape
5/31/2014Copyright © 2013 Learn About The Web3

Executive Summary
Learn About The Web Inc. offers a 3-day Executive Workshop for business leaders.
This Executive Workshop is designed to help executives:
 Identify gaps in their current online marketing and sales strategy
 Adapt traditional business strategies to reflect the realities of new online markets
 Understand and create a new set of online performance metrics
 Continuously Monitor online business performance going forward
This presentation will attempt to do the following:
 Describe the current state of social networking and online commerce
 Talk about the challenges executives face and how to overcome them
 Discuss the value proposition our LATW Executive Workshop offers
 Provide some real life case studies of companies that are successful online

The New e-Business Landscape
90%
Purchase decisions
begin online
$30B
Social commerce
sales in the next
5 years
58%
Businesses save
big on marketing
costs
90%
Consumers trust
their peers
Social Media is now a force to be reckoned with
ECONOMIC IMPACT =
$900B ~ $1.3T
*Source: McKinsey &
Company

Questions to Ponder
Ask yourself…
 How do you define success in the online marketplace?
 Are you and your organization leveraging the power of the Internet?
 Do you understand enough about how to define success online?
 Does your executive team have the tools required to drive online success?
Are you achieving results like these?
Used Twitter to create “Dell Outlet” and booked $3 million in
revenue in one year from Twitter postings.
Created an Apple iPhone application that generated one million dollars
in sales in the first three months.
Copyright © 2014 Learn About The Web 5/31/20146
By one estimate, Wal-Mart's Facebook page is worth over $586 million
dollars. Their 8 million Facebook fans are 28% more likely to continue using
the brand and 41% more likely to recommend it to a friend.

The Good News
* According to the 2012 Forrester
Research report
0~15%
Site traffic
increase by
having the right
SEO
+20~50%
Conversion rates
( Visitors to
Leads )
-10~20%
Service Calls
70~500%
Return on
Investment
Now more than ever before, It makes business sense to invest in social media
Here are some pertinent statistics…

The Bad News
The problem is years of traditional business experience simply aren’t enough to
keep your business competitive online. Selling effectively online requires a
whole new set of tools and strategies…
Interesting Fact - In a recent Forrester business survey, 28% of research participants had
no idea whether or not their web presence had achieved any level of brand loyalty.
Too many executives lack the knowledge
and tools required to…
• Understand online customers / competitors
• Analyze pertinent metrics
• Assemble the right sales and marketing teams
• Ask leadership teams pertinent questions
regarding online strategy
• Put together a comprehensive and exhaustive
strategy for online business success

More Bad News
The Language of Business is Changing
THE MILLION DOLLAR QUESTION
How can Executives effectively delegate without understanding this new online
landscape?
The ever changing
technology lexicon
creates barriers to
communication.
Executives must
overcome these
barriers to evaluate:
• Strategies
• Implementations
• Results
• Metrics

The Natural Urge – Just Delegate this to I.T. or
Marketing
THE MILLION DOLLAR QUESTION
Are you prepared to lead?
Not this time. The dynamic
nature of these new tools
requires a comprehensive and
integrated response across all
key departments.
Senior management in Sales,
Finance, Marketing, Business
Development, I.T. and
Operations all have a part to
play and they’re looking to you
for leadership…

Business leaders must refresh their existing (traditional) skillsets
in order to achieve greater online efficiencies and profitability.
Solution
Our integrated approach allows executives to:
 Re-define business objectives in terms of online business metrics
 Develop a new set of tools and strategies to maximize online profits
 Think more strategically about online visitors, customers and competition
 Explore key online opportunities in terms of current strategy
 Review industry best practices and case studies

3-Day
Executive
Worksho
Strategic Vision
Gain deeper insight into the online economy and assess the
impact of integrating online and traditional marketing strategies
Framework for Analysis
We’ll provide you with an analytical framework to help you
stay on top of the ever-changing online marketplace
Risk Mitigation
We’ll take a cursory look at some of the legal, security and ethical
issues that may be impacting your online marketing efforts
EnhancedStrategicThinking
You’ll leave the workshop with techniques to help you
with creative problem solving in an online context
A Roadmap for Online Success
We’ll help you with the outlines of a roadmap for
meeting strategic online goals and achieving ROI

3 Days
e-Business General Education for e-Business
Split-curriculum
ExecutionEvaluation
MonetizationMarketing
EconomicsPsychology
Writing for
the Web
Law & EthicsStrategy
Interwoven into each session
LATW Workshop Highlights

Foundation Evaluation Execution Marketing Monetization
• Online business
models &
strategies
• Globalization,
Disintermediation,
and Information
Asymmetry
• Pricing strategies
• Competitive
analysis
• SEO concepts
• Brainstorming
tools overview
• Case Studies
and Discussions
• Functional &
technical
requirements
• Design
considerations
• Hosting options
• Staffing models
• Outsourcing &
Project
Management
• Case Studies
and
Discussions
• Push vs. Pull
dynamics
• E-Marketing
overview
• Social media
• Community building
strategies
• E-Branding
• Metrics, reporting
tools
• Email harvesting
• Surveys,
competitions, and
giveaways
• Case Studies and
Discussions
• Monetization
strategies
• Affiliate strategies
• CPC/CPM/CPA
• Distribution for
e-business
• Payment &
receivables options
• Monetizing a
community
• Reporting and
analytics
Discussions
• Introduction to the
LATW program
• Technology
convergence
• Infrastructure
overview
• Online business
primer including
concepts & lexicon
• E-Business Tools
overview
Discussions
LATW Workshop Highlights
PLUS: Core academic concepts interwoven into each session:
• Writing for the web
• Blogging syntax
• SEO awareness
• Tone and
consistency
• Consumer
interpretation and
interaction online
• Influencing online
consumer behavior
• Micro-transactions
and micro economy
• International
commerce
• Managing a global
workforce
• Generic strategy
• Differentiation
• Metrics/KPIs
• Monetization
• Security
• Protecting your site
• Protecting your
consumers
• Ethical implications
• Site governance
and compliance

Why Learn About The Web?
Learn About The Web’s executive workshop is a unique and highly
differentiated educational experience
Differentiators
• Taught in tandem by e-business
professionals and educators
• Bridges traditional business and
technology education
• Teaches an integrated web
presence strategy
– The integration of a website and a
web marketing strategy
• Workshops are offered at your
business location, a Learn About
the Web facility, or at a partnering
University campus
• One of kind, personalized,
educational experience
• Proven and predictable
results
• Scalable methodology
 Works for any size
business
 Can be applied to any
consumer market
• Lifetime membership to the
LATW online educational
portal

Value Proposition – What Are You Getting?
It’s really simple.
You give us 3 days and we’ll bring you up to speed on:
 The New Online Landscape: We’ll talk about names, tools and tactical options..
 Customer Expectations: You need to know what the new normal is for websites..
 Competitive Analysis: Find out where your site is relative to others in your
industry..
 Being PROFITABLE Online: We’ll get you up to speed on e-commerce best
practices..
Here’s what you’ll take away from the workshop…
KPIs, tools to measure
performance
New strategies, tools
and methodologies
Lexicon, tools
and techniques

Online Case Studies
The difference between success and failure
Let’s take a look at some companies who have
taken advantage of the strategic advantage the
web provides...

Online Case Studies
BURBERRY leveraged social microsites to
secure 1,000,000 fans and a 10% increase in
same-store sales.

Online Case Studies
Specialty RetailersJIMMY CHOO took advantage of geo-location
tools to feature upscale stores where their
sneakers were available. Sales saw a +33%
increase.

Online Case Studies
IKEA used Facebook’s tagging pictures option
to promote its showroom products and saw a
+15% increase in sales.

Online Case Studies
QUICKEN launched a social community and blogger
outreach and subsequently received 425,000 visits and
70,000 accounts. All this without spending a dollar on
traditional advertising.

Copyright©2012LearnAboutTheWeb Online Case
Studies
IBM leveraged crowd-sourcing to identify 10 best
incubator businesses to fund for $100M and
generated $100B in revenue with a 44.1% gross
profit margin

Studies
COFFEE GROUNDZ Used Twitter as a direct
ordering channel for customers to gain a
reported 20%-30% increase in company sales
and market share

Studies
DOMINO’S credited Foursquare with a 29%
pre-tax profit through promotions that
encourage people to check in to the stores .

Studies
GREEN BAY PACKERS FOUNDATION built an online
charitable fund-raising campaign in 2009 which
generated $248M in sales.

Final Thoughts
How can your business strategy fully leverage
the power of the internet?
Can you identify ineffective online marketing
strategies and correct them?
Is your Executive Team equipped to manage
online business success?
Learn About The Web Executive Workshops.
Does your understanding of the online marketplace
allow you to effectively analyze your competition?
Give us a call at 1 888 718 0777

1. Forrester: Lessons Learned From 1,500 Website User Experience Reviews (partial access)
2. ComputerWeekly Video: Gartner urges business to integrate social media and CRM
3. Gartner Predicts That Refusing to Communicate by Social Media Will Be as Harmful to Companies as
Ignoring Phone Calls or Emails Is Today
4. Gartner Says Worldwide Social Media Revenue Forecast to Reach $16.9 Billion in 2012
5. 80 Percent of Social Business Efforts Will Not Achieve Intended Benefits Through 2015
6. Harvard Business Review: Rethinking the 4P’s (partial access)
7. iMedia Connection: 5 reasons your website is losing money
8. Business Insider: 4 Companies Who are Losing Millions in Mobile Advertising
9. Pure Driven: 7 Warning Signs your Website is Losing You Money
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Executive Workshop Teaches Online Strategy

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