This is Day Two of the "Click to Prosper" course, run across the Lincolnshire coast with businesses taking part in the Coastal Business Development Programme 2013-15.

1. 1

2. 2

3. 3

4. 4

5. Need
to
see
if
the
businesses
are
doing
their
own
Wi-­‐Fi
or
using
a
commercial
provider
–
issue
of
legality
and
monitoring
Wi-­‐Fi
extenders
range
in
cost
from
about
£20
-­‐
£40
5

6. Fibre
to
the
Cabinet
(FTTC)
soluHon
–
via
BT
(Other
providers
doing
wireless
provision
around
the
county
though)
Fibre
to
the
Property
(FTTP)
MUCH
more
expensive
–
but
this
happens
already
in
Virgin-­‐enabled
areas.
£28.6
M
of
public
funds
(LCC
and
Districts)
+
Govt
BDUK
+
BT
funds
county-­‐wide
–
part
of
naHonal
programme
6

7. • Talk
through
slide
detail
7

8. • Social
networking
sites
–
i.e.
Facebook,
Twier,
LinkedIn
etc
• Explain
–
Blog,
forum,
group
• Explain
–
Visitor
engagement
is
increased
by
using
video,
photos
etc.
more
than
text
alone
• MenHon
Apps
(iPhone
/iPad
and
Android)
8

9. • Describe
social
media
as
engaging,
you
are
not
telling.
• It
is
not
just
about
adverHsing
you
and
your
services
• It’s
all
about
interacHon
9

10. • There
are
hundreds
of
sites,
don’t
get
paralysed
by
the
choice
• Don’t
think
you
need
to
be
in
all
of
them
• It’s
which
sites
that
are
right
for
you
that
counts
• Do
menHon
Pinterest.com
–
growing
faster
than
FaceBook
did
10

11. • Most
commonly
used
sites
amongst
Small
&
medium
sized
businesses
(USA
&
Western
Europe)
• Source
on
slide
11

12. • Advantages
of
Social
Media
–
Self
Explanatory
12

13. • Disadvantages
of
Social
Media
-­‐
Self
explanatory
13

14. • Reasons
to
use
Social
Media
–
talk
through
slide
The
fastest
growing
group
currently
on
FaceBook
and
Google
+
is
the
55-­‐64
year
old
group
14

15. • Benefits
gained
by
using
Social
Media
–
SMEs
(USA
&
Western
Europe)
• Source
on
slide
15

16. • The
“Big
5”
Social
Media
sites
• BUT
nothing
is
forever
–
give
myspace.com
example
and
encourage
delegates
to
keep
an
eye
on
the
social
media
space
• MenHon
Pinterest.com
for
very
rapid
growth….
• SnapChat
has
overtaken
FaceBook
amongst
US
14-­‐25
year
olds….
16

17. • Google
plus
stats
and
informaHon
–
Self
Explanatory
17

18. • Google
plus
–
example
of
an
organisaHonal
entry
–
Lincolnshire
Chamber
of
Commerce
• Quick
overview
of
the
secHons
at
the
lel
18

19. • Facebook
stats
and
informaHon
–
Self
Explanatory
19

20. • FaceBook
SECWHA
group
page
–
encourage
delegates
to
view
and
join
group
post-­‐session
-­‐
20

21. • YouTube
–
Self
Explanatory
• 26/12/13
data
21

22. Discuss
how
Lauren
Luke
uses
YouTube
(see
her
website
www.LaurenLuke.com
for
bio)
Key
message
is
that
anyone
can
use
YouTube
and
that
videos
do
not
need
high
producHon
values
and
costs
to
be
very
effecHve
Hyperlink
to
video
on
YouTube
–
but
suggest
pre-­‐launching
this
before
event
and
pausing
(there
is
a
15
second
advert
first
–
for
which
Lauren
Luke
gets
about
50%
of
revenue
)
She
has
also
got
a
iPhone
/iPad
app,
Nintendo
DS
game
and
other
media
too
in
partnership
with
a
range
of
other
businesses)
22

23. • Twier
–
Self
Explanatory
23

24. #
Hashtag
#Skegness
24

25. • LinkedIn
–
Self
Explanatory
25

26. • Example
of
a
completed
LinkedIn
profile
page
–
could
subsHtute
your
own
or
another
26

27. • Bit
of
humour
with
an
edge
of
truth
27

28. • Warnings
–
self
explanatory
28

29. • Self-­‐explanatory
–
real
FaceBook
example!
29

30. • As
earlier
slide,
social
media
can
be
used
for
a
range
of
purposes
–
which
will
be
most
useful
for
you
• What
do
you
want
to
achieve?
30

31. www.hootsuite.com
Free
for
30
days
then
$8.99
month
31

32. Automate
when
messages
go
out
32

33. 33

34. 34

35. Jakob
Nielsen
is
a
web
usability
“guru”,
and
an
extremely
influenHal
commentator
on
the
web,
visit
his
site
at
www.useit.com
for
more
informaHon
about
how
people
really
use
the
web.
WIIFM
=
What’s
In
It
For
Me?
35

36. It’s
important
to
define
who
a
website
is
aimed
at
–
they
are
the
people
that
the
site
HAS
to
be
designed
and
wrien
to
meet
the
needs
of.
Are
they
male
/female
/
based
in
UK
/
based
overseas
/
what
language
do
they
speak
/
technically
very
aware
/
not
very
technical
etc.
Are
there
more
than
one
type
of
audience
(e.g.
consumers
/
retailers)?
How
will
they
use
the
website?
Will
they
be
in
and
out
very
quickly,
will
they
browse
more,
go
there
to
search
for
detailed
technical
informaHon
or
just
quickly
check
company
credenHals
-­‐
what
would
delegates
expect?
What
technology
do
they
have?
For
example,
if
a
business
sells
agricultural
equipment,
many
farmers
are
based
in
areas
with
currently
poor
or
no
broadband.
A
site
which
is
heavy
on
graphics
and
uses
moving
imagery
may
be
very
difficult
for
them
to
view:
they
will
go
elsewhere.
Many
people
now
browse
the
web
via
their
mobile
phone
–
if
this
a
target
audience,
maybe
a
specific
mobile
version
of
the
website
might
be
needed
–
or
even
an
app
developed.
36

37. What
does
the
delegate
really
want
the
visitor
to
do?
(This
Hes
straight
back
in
to
what
the
business
aims
for
the
website
are.)
If
it
is
“contact
us”
–
then
how?
Via
email
or
telephone?
Is
it
different
for
different
types
of
visitors?
Perhaps
delegates
don’t
really
want
them
to
contact
them
at
all,
but
just
buy
online
–
for
example,
it
is
not
immediately
obvious
how
to
contact
Amazon
via
phone,
but
they
have
FAQs
and
have
made
their
buying
process
simple.
Visitors
have
to
trust
the
site
enough
to
do
what
it
wants
them
to
do
–
and
giving
their
credit
card
details
via
the
web
is
a
high
trust
acHvity
that
they
might
not
wish
to
do
yet.
So
–
if
they
won’t
give
their
credit
card
details,
will
they
give
their
email
(a
lower
trust
acHvity)
so
that
you
can
then
be
in
control
of
the
contact
process,
and
not
lose
them
as
potenHal
customers?
37

38.
38

39. Suggest
to
delegates
that
they
explore
as
many
different
types
of
websites
as
they
can:
look
at
a
broad
range
of
sites
–
ideas
can
start
from
anywhere!
You
should
try
to
analyse
what
works,
what
doesn’t
and
why
When
they
find
both
good
and
bad
examples,
add
to
“Favourites”
in
Internet
Explorer,
“Bookmarks”
in
Firefox
and
Google
Chrome,
or
use
a
free
online
tool
such
as
www.delicious.com
so
they
can
find
them
later.
39

40. Cardiff
Contemporary
is
a
site
designed
to
bring
together
as
a
portal
contemporary
arHsts,
fesHvals,
exhibiHons
etc.
in
Cardiff
and
to
raise
the
profile
of
visual
art
acHvity
in
Cardiff!
White
text
on
a
dark
blue
background
(very
hard
to
read),
no
imagery
throughout
much
of
the
site,
no
parHcular
calls
to
acHon,
using
mailto:
to
link
(not
using
contact
forms
means
that
spam
harvesHng
programme
will
collect
the
email
address
–
important
point
to
raise
with
delegates)
etc.
Get
delegates
to
explore
what
they
think
is
bad
about
this
site
–
www.cardiffcontemporary.co.uk
40

41. Unfortunately,
there
isn’t
a
shortage
of
possible
issues
here!
www.alternaHvetransportservices.co.uk
-­‐
they’ve
changed
the
site
(it’s
even
worse,
if
that
is
possible…)
Talk
about
the
importance
of
trust
–
and
how
it
can
be
built
via
a
website
–
and
why
this
site
doesn’t!
Bad
design,
bad
imagery,
frankly
insane
text…
the
“Well
Hello”
secHon
in
orange
conHnues
“we
are
the
HaPpY
removal
bunch
to
take
you
through
the
credit
crunch….”
Get
delegates
to
explore
what
they
think
is
bad
about
this
site
–
www.alternaHvetransportservices.co.uk
Perhaps
it
is
so
bad…it’s
good?
41

42. This was research carried out by Etre (www.etre.com). The pattern that they
identified here – a rough F shape – seems to be common across other sites
too. (Interestingly, Arabic websites seem to have the mirror image – Arabic is
read from right to left!)
www.marksandspencer.com is the website. The model is Twiggy, notice that
her face is scanned more than the clothes she is wearing. Etre again find this
to be a common effect – humans are psychologically tuned-into faces.
Above the white line is where the viewer would see the website without
having to scroll down – it’s known as “above the fold”, (as with a newspaper).
If your main message to your visitor, or the action that you want them to do is
below the fold, chances are they won’t see it. About half a sites visitors don’t
go below the fold.
(There is a huge debate about this issue amongst the web community, with
some designers saying the effect isn’t a problem...)
Where a website will have the fold at different resolutions can be tested at
www.foldtester.com
42

43. 43

44. What
are
you
really
trying
to
get
somebody
to
do
with
email
markeHng?
The
answer
normally
is
to
click
on
a
link……that
takes
you
through
to
a
website…..etc.
44

45. Email
can
be
a
great
tool
to
engage
with
your
exisHng
customer
base
to
enhance
your
relaHonship,
(e.g.
building
them
up
to
be
to
loyal
supporters
who
recommend).
For
example,
‘cross-­‐selling’
or
‘up-­‐selling’
to
exisHng
clients
has
a
much
lower
cost-­‐
of-­‐sale
than
ge{ng
a
new
customer.
45

46. There
is
always
a
temptaHon
to
just
collect
email
addresses
everywhere
–
BUT
be
careful!
Expressed
permission
“comes
from
the
user
in
person,
when
they
check
a
box
requesHng
your
emails
on
a
site-­‐registraHon
form
or
at
a
point-­‐of-­‐purchase,
agrees
in
person
or
sends
in
an
email
request.”
"Implied"
permission
is
“not
acHvely
given
but
is
a
by-­‐product
of
another
acHon,
such
as
not
removing
the
checkmark
from
a
pre-­‐checked
email-­‐permission
box
on
a
site-­‐registraHon
form,
or
clicking
the
"agree"
radio
buon
on
an
end-­‐users
agreement
that
lists
receipt
of
email
as
a
condiHon
of
using
the
website.”
(DefiniHons
from
the
US
CAN-­‐Spam
Act).
46

47. A
“Get
Out
of
Jail
Free”
card
is
the
“Sol
Opt-­‐in”
-­‐
You
may
send
markeHng
emails
to
an
individual
subscriber
where:
You
obtained
contact
details
of
recipient
in
the
course
of
a
sale
or
negoHaHons
for
sale
of
a
product
or
service
Content
relates
to
similar
products/services;
Recipient
has
been
given
a
simple
means
of
refusing
the
use
of
their
contact
details
at
Hme
47

48. For
EACH
occurrence,
a
fine
of
£5,000
could
be
levied.
£5,000
X
600
=
£3
Million!
It
is
VERY
easy
to
screw
up
in
this
way
–
e.g.
by
cc-­‐ing
NOT
bcc-­‐ing
a
list.
Your
ordinary
email
system
is
not
designed
to
cope
with
usage
of
this
kind
–
e.g.
it
won’t
automaHcally
unsubscribe
addresses
You
might
even
be
breaking
the
terms
of
your
Internet
Service
Provider
–
and
they
definitely
won’t
like
you
emailing
in
this
way!
48

49. Bayes
Theory
-­‐
“The
probability
that
an
email
is
spam,
given
that
it
has
certain
words
in
it,
is
equal
to
the
probability
of
finding
those
certain
words
in
spam
email,
Hmes
the
probability
that
any
email
is
spam,
divided
by
the
probability
of
finding
those
words
in
any
email”
Otherwise
–
“If
it
waddles
like
a
duck,
quacks
like
a
duck,
and
has
feathers
like
a
duck
–
then
it’s
probably
a
duck!”
49

50. Many
commercial
systems
are
US-­‐based
–
and
this
means
that
American
anH-­‐spam
legislaHon
applies,
(not
UK
law),
in
parHcular
the
CAN-­‐Spam
Act
Don’t
worry
about
this
unduly
–
it
really
just
follows
the
good
pracHce
we’ve
talked
about
on
this
course.
If
you
want
to
read
more,
type
this
shortened
link
into
your
web
browser
hp://goo.gl/pV74gz
(US
Law
is
actually
stricter
than
UK
legislaHon
in
this
area.)
50

51. 51

52. Not logged in to Google – and didn’t enter location (Lincoln) but gives map
and Google Places listings
52

53. Top 2 slides show what data the restaurant has added through Google Places
for Business
Logged in on bottom slide – showing that Google + builds on the community
and local aspect = relevancy
53

54. Very easy to set up - type in Google Places for Business and follow the
instructions.
54

55. Can choose not to show business address on listing (e.g. working from home)
55

56. Can add photos, videos etc
56

57. Need to await an activation postcard (to the address given) from Google – this
will have a code on it. (Used to be able to do this stage by phone or mobile
text, but this was open to abuse and was stopped)
57

58. 58

59. 59

60. 60

61. 61

62. 62

63. 63

64. 64

65. 65

66. 66

67. We
encourage
you
to
keep
up
to
date!!!
67