There's Nothing New Under The Sun, Or Is There?

There’s
Nothing New
Under the Sun
Or is there?

I was born in 1974.
My 1st job was
Hi, modeling underwear
I’m Mike Darnell and Roman toys

Nice Meeting You!
I’m a
Web Project Manager

You can find me at
KPIs.co - The Key
Performance
Indicators blog & at
Vimi.co – my business

Man’s engagement in
commerce predates
written history

In many respects
it’s astonishing
how little has
changed…

Trading in goods and services
is one of the things that
defines us as humans

But sometimes it seems we’re so inundated
with buzzwords we forget human behavior
has changed very little over time…

As far as our
behavior is
concerned

THERE’S
NOTHING
NEW UNDER
THE SUN

Accepting this as our
baseline it’s worthwhile
going back to the basics…

Whether our business is
focused on providing
Services, Products
or both,
its goal is to generate…

This is,
and always has been,
the goal of businesses

Achieving this goal
depends on our
ability to make
Sales

…which depends on our Marketing

Convincing,
but not
profitable…

It’s here that we
confuse ourselves by
believing man has
changed

Woman maybe.
Man?
Not so much…

So what is
“Marketing”
anyway?

“The process of promoting products and
services to enhance sales…

…Generating the strategy that underlies
sales techniques, business communication,
and business developments…

…an integrated process through which
companies build customer
relationships and create value for their
customers and for themselves”

“The process of promoting products and
services to enhance sales…

Even though this
…Generating the strategy that underlies
definition is based on
sales techniques, business communication,
and business developments…
Wikipedia,
a service that owes its
…an integrated process through Web,
existence to the which
companies build customer it
in no place does
relationships andmentionvalue for the
create we need their
customers and for themselves”
Web to do marketing…

For me this is a
key observation
that lies at
the heart of
successful online
marketing

…And you’re
guaranteed
Success

Every business aims to provide
value via the services and products
it offers

Successful businesses determine
what motivates clients to seek them
out and implement strategies to
capitalize on these understandings

The 1
st thing
you need to figure out
is

What motivates
Clients
to choose
You?

There are a number of
possibilities:

• Price
• Location
• Quality of Service
• Business Intelligence
and Practices
{Of course other options exist too
but we only have about an hour…}

Once you understand why
your clients choose you,
you can look for ways to

Amplify
your advantage

This is where the Web
comes in handy…

The Web offers
businesses that compete
on price a multitude of
options to reduce
operational costs in
order to further increase
their competitive edge

The most obvious of
these is using the
Web to sell your
products

Offering products
online reduces the
overheads associated
with brick-and-
mortar shops.

Contrary to what
many people think,
you don’t always
have to start your
own Website…

…In fact in some cases you’re
better off without one.

The Web offers many
opportunities in this respect.
Ebay and Amazon
Marketplace
are two of the bigger names

Identifying a niche
and focusing one’s
efforts on matching its
needs is a great
marketing strategy

This is the premise
at the heart of
sites like:
Etsy {handicrafts}…

Reducing sourcing
costs is another way
to make your pricing
more attractive

Sites like Alibaba…

…and Ec21,
have opened up the
sourcing process,
making it simpler than ever
to find the products you
want, at the prices you
need.

…and Odesk
are opportunities to connect with providers,
as well as clients

Elance, Odesk, and other sites like them,
are all evidence to one of the most
profound changes the Web has made to
how we do business…

…The Web has voided the traditional
correlation between our location,
and our revenue streams…

...Many of us deal daily with clients
and suppliers we’ve never met,
and think nothing of it.

This was inconceivable
just a few years ago…

Interestingly over
the past 2-3 years
we’re witnessing a
new phenomenon.

One that owes its
existence to the
ubiquity of the social
Web, and the rapid
ascent of Web-on-
mobile.

The Web now connects people
not only Globally, but also at the
Hyper-local level too

We’ve become so
accustomed to
Facebook events we
no longer think
much about what a
revolution they
represent in
comparison to the
way we did things
before…

…But Facebook is so
all-encompassing that we have a
hard time making events stand out.

Both as guests and as organizers...

…Enter sites like Meetup and
Eventbrite.
Both are dedicated exclusively to
organizing and managing events,
each with it’s own particular twist
on the paradigm.

Meetup focuses on the
community related
aspects of any given
gathering, and serves as
an excellent platform
for meeting and
interacting with
individuals with like
minded interests and
passions.

These can range
from the relatively
mundane…

…To the
“Kinda out there”

Eventbrite’s approach is perhaps more pragmatic and
oriented towards the commercial aspects of event
organization: Promoting, Managing, Ticketing…

…But it has its fair
share of “Clothes
Optional” events too

QR Codes and
Location based services
like Google
Latitude and
Foursquare,
are empowering us to
interact with our
contacts and clients not
only based on Where
they are but also
When…

QR Your
“Closed” sign
Codes, can now be an
those little
opportunity to
funky Black
send people to
and White
your Website’s
square
“barcodes” “Contact
we see Us” page…
everywhere,
enable users
to use their
mobile
phone’s
camera to
connect to a
URL.

Simply enabling Google Latitude on your mobile
device and sharing your location with your
contacts will let you see at a glance
Who’s Where Now

Foursquare enables
businesses to incentivize
clients based on location,
venue or branch.

In Thailand look at Ensogo…

The Web has completely
revolutionized how businesses
address their
Customer Service
issues

For better or worse
everything ever posted
online will eventually be
available for all to see

The real-time
aspects of Web
connectivity we
mentioned before
add a new level of
urgency to
handling these
issues.
One unflattering
tweet can easily
turn into a PR
nightmare…

The real-time
aspects of Web
connectivity we
mentioned before
add a new level of
urgency to
handling these My HTC has not yet
issues.
attempted this…
One unflattering
tweet can easily
turn into a PR
nightmare…

With over 100,000,000 users
Twitter can rightfully claim to
BE the Real Time Web

Often spammy and noisy it is,
for better or for worse,
a reflection of what people
have to say RIGHT NOW

The secret to using it
successfully is to be able to
zero-in on the conversations
that matter
To YOU

Involvement is, by definition,
at The Moment of Relevance

The scope for optimizing your
Customer Service via the Web
is far from being limited to
Twitter…

Designed with
customer service and
support in mind,
services like
Uservoice and
Getsatisfaction
enable you to interact
with your clients
about service and
support issues

Every comment
and idea is
accounted for,
and serves as a
platform for
debate

Over time you’ll deal less
with recurring issues,
freeing you to dedicate
more time to the new ones
that pop up...

For many smaller businesses
this might seem excessive,
however an occasional poll or
survey is still very much a
requirement…

Wouldn’t it be great to finally
know what your customers
Really Think
About You?

The Web abounds with great free poll
services designed to meet this exact need.
Polldaddy and Surveymonkey are
two of the market leaders in this respect…

…But countless others
exist as well.
Including a bunch of
Facebook apps you
can use to add polling
to your business page.

At the end of the day the
quality of your Customer
Service depends on how
efficiently you run your
business...

…If you’re not yet using a
Customer Relation
Management
system {CRM} now is as good a
time as any to start

Designed to address all the aspects of managing your
teams’ relationships with your clients and prospects
as they mature through your sales cycle…

…Any one of these systems,
when properly and
meticulously used,
will minimize the risk your
business misses a task or
opportunity because someone
“Dropped the Ball”

…Furthermore,
as time passes they’ll
gradually amass and
store all the data your
business accumulates
ensuring changes in
personnel, or
Unforeseeable
Disasters, have a
minimal impact on
your operations

Which leads us to our
Final Point…

We live in a Data Driven age.
Accessing, processing and distributing
the Right Data
at the Right Time
to the Right People
dictates our success

LinkedIn is by far the world’s
largest business oriented
networking site

I’m pretty
sure that
like myself,
you all have a
profile…

A good profile
should be a great
way to learn more
about you and
your business
contacts:

• Testimonials
• Experience
• Interests
• Etc…

Being active on Linkedin groups relevant to your
business is a great way to Demonstrate
your expertise, Promote your
business and Generate leads

Assisting others and
demonstrating your expertise
needn’t be limited to LinkedIn

The Q-A paradigm has been addressed
a few times on the Web already,
including by the giants:
Yahoo! and Google
{Google’s service is no longer active}

The most
promising
service in this
niche today is
Quora.

It’s popular with
early adopters
and When
Properly
Used, can be
a great way to
get the answers
you need

When we accept that no matter
what our business our ability to
interact with People is always
a core competence…

…It immediately becomes
evident that it’s in our best
interest to know as much as
possible about the individuals
we communicate with

Social email services like
Xobni and Rapportive
give a great deal of insight
about the people we’re in
contact with and have the
added benefit of not actually
requiring much from us in
terms of time investment…

Xobni
reveals a
wealth of
data
about our
Outlook
contacts

Rapportive does
the same directly
from your Gmail

Obviously there are other ways,
beyond those listed here to rise
above the fray,
distinguish ourselves,
and attract customers…

…It’s safe to say that whatever
the strategy you’ve been using,
if it provides benefit,
someone probably created a
Web service to leverage it…

{if they haven’t you’ve got a killer startup on your hands!}

All you need to do is find that
service and dedicate the time and
effort required to Master It.
Yes, this is Hard
Work…
…But it’s Worth It

The past few slides listed a
bunch of sites that,
with Dedication,
will give you the edge you need
in order to succeed

Now’s the time to circle back to our
basic premise:

It’s Not About Technology.
It’s About People!

Primarily its about your
Customers

Which of these technologies
will make Their Life Easier
when dealing with you?

And it’s also about You:

Which of these technologies
can you implement to gain the
Greatest Benefit
in the Shortest Time?

1
Ask yourself:
What do I hope to get
out of this?

2
Do your research and figure out
which services are most likely
to provide you with the results
you hope for

3
Set a goal for the
Return On Investment
you hope to get

4
Determine how you’re going to
evaluate your results

The only way you can truly evaluate
these efforts is by doing some
split testing…

Can you guess
which one did better?

I’m the 1st
to admit
this isn’t
Rocket
Science

Which is why it never ceases to
amaze me how few and far between
are the businesses that actually
conduct themselves this way…

It all goes back to the basic
premise of this chat….

Regardless of how amazing
our technology is

There’s very little that’s new under the sun
insofar as our interactions with ourselves
and one another are concerned

THANK YOU : )
Mike@KPIs.co | 08-2441-8150

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