E-Commerce and Social Media Use for SMEs
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An overview on how e-commerce and social media can be used as a tool by small and medium business. Presented by Janette Toral to participants from Ministry of Trade Bhutan at
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E-Commerce and Social Media Use for SMEs
- 1. E-‐Commerce and Social Media Use for SMEs Jane5e Toral h5p://www.e-‐commercephilippines.com
- 5. DigitalFilipino.com Club • h5p://www.e-‐commercephilippines.com • Free research reports, markeEng assistance, referrals, and consulEng. • Have individual, SME, and corporate membership • Nearly 100 members.
- 9. Despite this stability, overall engagement is on the rise. Social networking now dominates… Select Monthly Online Ac/vi/es (%) 2009 2010 2011 VisiEng Social Networking sites 51* 53 82 Search 58 76 80 Instant messaging 63 68 69 Internet Portal 54 73 67 VisiEng public chat rooms 54 67 65 Email 63 65 64 Played games online 53 45 54 Listen to songs in music websites -‐ -‐ 45 Downloaded or uploaded music files online 25 37 37 Shared/posted something online that you created 15 24 36 AcEviEes showing significant increase at 95% confidence levels between 2009 and 2011 * Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across NaEonal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
- 10. Social networks start with ‘close contacts/rela/ons’… but quickly move to less familiar circles… Connec/ons on Social Networking sites (%) Question: Who are the people you interact with regularly on these Social Networking sites? Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3 months Source: Yahoo!-Nielsen Net Index 2011
- 11. What is E-‐Commerce? • E-‐Commerce is the exchange of informaEon or transacEons using any form of electronic communicaEon. • Covers both commercial and non-‐commercial transacEons (Republic Act 8792, The E-‐Commerce Law) • The Internet is the informaEon highway or public network where e-‐commerce and various forms of communicaEon take place. • E-‐commerce that takes place over the Internet is ofen referred to as Internet Commerce. • Mobile Commerce -‐ transacEon takes place in mobile devices such as cellular phone and personal digital assistant (PDA).
- 12. The backdrop to e-‐commerce in Philippines Tradi/onal Presence of High reliance on IT and Banking counterfeits and inter-‐personal infrastructure trade legacy knock-‐offs rela/onships “evolving” Lack of ‘accreditaEon and Buyers need Buyers feel Low levels of guarantees'… to ensure the comfort, confidence/ by default quality by dealing with trust in modern trade physical known transacEng actually inspecEon vendors online encourages desEnaEon shopping There is an inherent reluctance to “trade” through the Internet Digital Philippines 2011 Yahoo – Nielsen Net Index
- 13. Payments largely made offline, given current trust and comfort levels with e-‐payment Payment methods (%) Cash (face to face) 53 Credit card 36 Transfer via ATM/Bank 10 Internet Banking 9 Deposited cash at bank branch 4 Online accounts such as Paypal 1 Cheque 1 Debit card 1 Digital Philippines 2011 Yahoo – Nielsen Net Index
- 14. E-‐Commerce is Growing Source: h5p://bit.ly/pe7W5
- 15. What Pinoys found most as effecEve medium for adverEsement? • Television – 37% • Internet – 25% • Radio – 6% • Newspapers – 5% • Magazines – 4% Source: Synovate Media Atlas h5p://bit.ly/nQUx1t
- 16. From family delicacy gifs to full-‐blown export business. h5p://bit.ly/pinoydelikasi
- 20. Sulit.com.ph
- 21. h5p://bit.ly/ayannah Provide soluEon and collaboraEon opportunity.
- 25. h5p://bit.ly/jamflores Educate the market, show potenEal.
- 26. 2011 will be year of Mobile Content and Mobile MarkeEng
- 27. h5p://bit.ly/chitjuan Use social media to engage, generate results, proacEvely connect.
- 31. To rank vs. To be social
- 32. To rank?
- 33. To share a story?
- 34. Share stories….
- 36. Get suggesEon from friends
- 37. Share your experience to others
- 38. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. -‐ Hugh Macleod Source: h5p://gapingvoid.com/so/
- 39. Where do Pinoys go? Source: Jane5e Toral’s Google AdPlanner
- 40. Are you engaging? Source: h5p://bit.ly/qRqc4t
- 41. When do people share? • When customers trust you. • When customers care about your brand. • Your stories are exciEng. • When you get people part of something bigger than your brand. • When you bring people of common interest together. • When you make your customers feel like an authority. • When you make your audience think. • You know and understand your audience. • You use e-‐mail effecEvely. Inspired by: h5p://bit.ly/nGytuN
- 42. Driving E-‐Commerce via Facebook • Likeable wall post. • Exclusivity with promoEons. • Add incenEves with one-‐Eme promo codes, coupons, shipping. • Solicit input on how you can improve. • Share news beyond retail. • Use it for customer service – enable reviews. • Flash sales, group buy offers, contest. h5p://bit.ly/rtcr5i
- 43. Monitor your Spikes • Impressions / Feedback • Comments • Unsubscribes • Likes • External referrers • Demographic
- 44. Building links to your site h5p://mz.cm/q1j2Dd
- 45. Top 5 Viral Videos of All Time Source: h5p://bit.ly/ppOJcH opyright 2011 4TH Media, Inc. | hWp://www. 4thMediaCorp.com/ | Page No. © C
- 46. 5 stages of customer buying cycle • Awareness • ConsideraEon • Preference / Intent • Purchase • Repurchase Make content available through the right channels h5p://bit.ly/oWYQq4
- 47. Abandon shopping cart • Do the two step – 1st step is name and email address • Make your message immediate (within 24 hours) • Express concern. (reminder) • Offer incenEves • Get them to take another acEon. h5p://bit.ly/nvTrgb
- 48. Web AnalyEcs Measurement Model Source: h5p://bit.ly/rfE34e
- 49. Issues • E-‐Commerce Law • Data Privacy • AnE-‐Spam • Cybercrime ConvenEon • Consumer ProtecEon • Data Log RetenEon • Sales PromoEon
- 50. E-‐Commerce Project Plan • Workshop • Technical specificaEons • Align with strategic plan • Legal • Market and compeEEve • TesEng research • Security • CompeEEve advantage • Customer service • Product or service plan • LogisEcs • Partners • Payment • MarkeEng • Maintenance • Success criteria • Budget • Content plan
- 51. Book reference: Brains on Fire
- 52. Improve • Products • MarkeEng • Content • Sales • Customer Service
- 53. Content ConEnuous Research Community Cost-‐effecEve Capacity building Commitment Photo credit: PinayAds.com
- 56. Know and manage exactly who you* are on the Internet h5p://www.searchprofileindex.com