E-Commerce for Entrepreneurs
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A presentation made by Janette Toral at the Ka-Entrep forum last September 30, 2011 and at OrgCom 152 in UP Manila last October 8, 2011.
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E-Commerce for Entrepreneurs
- 1. E-‐Commerce for Entrepreneurs Jane2e Toral h2p://www.e-‐commercephilippines.com
- 5. DigitalFilipino.com Club • h2p://www.e-‐commercephilippines.com • Free research reports, markeAng assistance, referrals, and consulAng. • Have individual, SME, and corporate membership • Nearly 100 members.
- 6. Despite this stability, overall engagement is on the rise. Social networking now dominates… Select Monthly Online Ac/vi/es (%) 2009 2010 2011 VisiAng Social Networking sites 51* 53 82 Search 58 76 80 Instant messaging 63 68 69 Internet Portal 54 73 67 VisiAng 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 AcAviAes 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 NaAonal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
- 7. 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
- 8. What is E-‐Commerce? • E-‐Commerce is the exchange of informaAon or transacAons using any form of electronic communicaAon. • Covers both commercial and non-‐commercial transacAons (Republic Act 8792, The E-‐Commerce Law) • The Internet is the informaAon highway or public network where e-‐commerce and various forms of communicaAon take place. • E-‐commerce that takes place over the Internet is ofen referred to as Internet Commerce. • Mobile Commerce -‐ transacAon takes place in mobile devices such as cellular phone and personal digital assistant (PDA).
- 9. 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 ‘accreditaAon 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 transacAng actually inspecAon vendors online encourages desAnaAon shopping There is an inherent reluctance to “trade” through the Internet Digital Philippines 2011 Yahoo – Nielsen Net Index
- 10. 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
- 11. E-‐Commerce is Growing Source: h2p://bit.ly/pe7W2
- 12. What Pinoys found most as effecAve medium for adverAsement? • Television – 37% • Internet – 25% • Radio – 6% • Newspapers – 5% • Magazines – 4% Source: Synovate Media Atlas h2p://bit.ly/nQUx1t
- 13. From family delicacy gifs to full-‐blown export business. h2p://bit.ly/pinoydelikasi
- 18. Sulit.com.ph
- 22. h2p://bit.ly/ayannah Provide soluAon and collaboraAon opportunity.
- 26. h2p://bit.ly/jamflores Educate the market, show potenAal.
- 27. 2011 will be year of Mobile Content and Mobile MarkeAng
- 28. h2p://bit.ly/chitjuan Use social media to engage, generate results, proacAvely connect.
- 32. To rank?
- 33. To share a story?
- 34. Get suggesAon from friends
- 35. Share your experience to others
- 36. 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: h2p://gapingvoid.com/so/
- 37. h2p://bit.ly/bradgeiser ProacAvely care about people.
- 38. Where do Pinoys go? Source: Jane2e Toral’s Google AdPlanner
- 39. Are you engaging? Source: h2p://bit.ly/qRqc4t
- 40. When do people share? • When customers trust you. • When customers care about your brand. • Your stories are exciAng. • 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 effecAvely. Inspired by: h2p://bit.ly/nGytuN
- 41. Social Media Best PracAces • Post interesAng stuff (less brand but more interesAng informaAon) • Post consistently. • Post ofen. • Get the community involved • Have a theme. Source: h2p://socialfresh.com/brands-‐on-‐instagram/
- 42. Driving E-‐Commerce via Facebook • Likeable wall post. • Exclusivity with promoAons. • Add incenAves with one-‐Ame 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. h2p://bit.ly/rtcr5i
- 43. Monitor your Spikes • Impressions / Feedback • Comments • Unsubscribes • Likes • External referrers • Demographic
- 44. Top 5 Viral Videos of All Time Source: h2p://bit.ly/ppOJcH opyright 2011 4TH Media, Inc. | hWp://www. 4thMediaCorp.com/ | Page No. © C
- 45. 5 stages of customer buying cycle • Awareness • ConsideraAon • Preference / Intent • Purchase • Repurchase Make content available through the right channels h2p://bit.ly/oWYQq4
- 48. 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 incenAves • Get them to take another acAon. h2p://bit.ly/nvTrgb
- 49. Web AnalyAcs Measurement Model Source: h2p://bit.ly/rfE34e
- 50. E-‐Commerce Project Plan • Workshop • Technical specificaAons • Align with strategic plan • Legal • Market and compeAAve • TesAng research • Security • CompeAAve advantage • Customer service • Product or service plan • LogisAcs • Partners • Payment • MarkeAng • Maintenance • Success criteria • Budget • Content plan
- 51. TV PRINT POS CRM digital digital digital digital social social social social game game game game mobile mobile mobile mobile Be Useful
- 52. Ways to accept payment • Cash – person to person • Bank deposit • Remi2ance service • Credit card • SMS
- 53. Life Cycle of a Transac/on -‐ Authoriza/on 1. Consumer Selects goods 2. Website redirects 3. Gateway accepts to purchase Consumer to Payment payment details from Gateway Consumer 4. Gateway encrypts transac/on and 8. Acquirer passes transmits to Acquirer. transac/on result to Gateway. 7. Issuer check for sufficient funds and provides Card Authoriza/on Network 5. Acquirer sends 6. Card Network routes transac/on to Card transac/on to Issuer of Network Credit Card
- 54. Life Cycle of a Transac/on -‐ SeWlement 1. Gateway closes off Batch and transmits to Acquirer 5. Acquirer Makes Deposit to Merchant’s Account 4. Issuer Debits Card Holder’s Account Card Network 3. Card Network seWles 2. Acquirer sends Batch to transac/on by paying Acquirer Card Network and debi/ng Issuer Account
- 55. Charge Backs and Refunds Website Issuer Card Acquirer Network
- 59. Sell via Facebook page using h2p://apps.facebook.com/cashsense
- 62. Book reference: Brains on Fire
- 63. Improve • Products • MarkeAng • Content • Sales • Customer Service
- 65. Content ConAnuous Research Community Cost-‐effecAve Capacity building Commitment Photo credit: PinayAds.com
- 68. Join the DigitalFilipino Club today.. h2p://www.e-‐commercephilippines.com