babson glavin presentation onsite videos 2007
DESCRIPTION
TRANSCRIPT
Mobility in EBusiness
by OnsiteVideos.com
Agenda
n eCommerce case study: retail / service n “Humanize the Web” concept n Mobile business: Virtual Office environment n Top 5 successful eCommerce marketing techniques to jumpstart your online venture
n How Onsite Videos enable you to be always there
eCommerce Case Study Good Choice Flowers (RussianFlora.com) “Sending Emotions over the Oceans”
n 4.5 years in business n 45% annual growth in 2006 n Revenue target for 2007: $1.2 mln n Over 700 serviced locations (with no office presence) n 8 support & sales employees around the world
Humanize the Web Business Model
Humanize the Web
Reseller 1 Reseller 2 Onsite Videos (direct to customer)
Reseller X …
Customers …
Define “mobility” work force mobility
n Web erases Geographic Boundaries
n Sales Team has no defined territory
n Employees work from home or office
Define “mobility” outsource it all
n Only business critical tasks stay inhouse n Nonmission critical tasks – business burden
Define “mobility” listening to our customers
n Ability to change your business practices or adapt to new strategy
n Ability to accommodate customer’s needs
n Provide Outstanding Support
Have virtual office but be real to your customers
support
n Kall8.com: 888 number terminates anywhere
n Faxaway: virtual fax
n VOIP overseas: calling center which doesn’t cost $$$
n Click2Talk.com
n Online Chat Support
Not and endorsement or recommendation
Top 5 strategies Strategy 1: Web Real Estate: Location,Location, Location
Search Engine Positioning : To be found or not to be …
Expensive Shortcut
Keyword Keyword based ads: based ads: Pay Per Click Google & Pay Per Click Google & Yahoo Overture: Yahoo Overture: from $0.10 to $10 per click from $0.10 to $10 per click
Is there a better way? Is there a better way?
For Flower Delivery: For Flower Delivery: $45 $45 – – customer acquisition cost customer acquisition cost Losses until repeat sale Losses until repeat sale
Strategy 2: Search Engine Optimization: Known Secrets
Define your proposition n Choose title, keywords, description n Create page text to appeal to Web Crawler and to Human n Place it on page in order of importance: top & left placement on the
page is Premium real estate for web crawlers n Submit to Google, DMOZ.org, Yahoo Submit …
• •No hidden words No hidden words • •No links to No links to FreeForAll FreeForAll • •No redirects No redirects • •No No cloacking cloacking … …
Don’t trick crawlers! Penalty: permanent exclusion
More More
Search Engine Optimization: Link popularity
“By a divine paradox, wherever there is one slave there are two. So in the wonderful reciprocities of being, we can never reach the higher levels until all our fellows ascend with us.” Edwin Markham
n Google Page Rank (Google patent) n Quality of Links: relevance & rank n Who links to your website ? n Automating the Process: Link Machine
Strategy 3: Affiliate Programs & Syndication
n Start Affiliate commissionbased program: n Retail from 7% to 15% n Software, Infomercial from 15% to 50% n Services from 10% to 40% n Example software: Groundbreak Affiliate n Example Barter arrangement: Proflowers.com with other complimentary retailers at checkout time
Continued: Syndication
n Find Right Partner for syndicate n Pioneer in syndication: Amazon.com with mlns product pages cloned thru XML feed
n Include your site on pages of another: can be database feed or direct inclusion
n Example: GoToRussia.com
Strategy 4: Content is golden !
n Simple rule: Each newly added page with relevant information brings more traffic
n Unique content is platinum ! n Copyright free publications
n Copyrighted prior to January 1, 1923, has expired by operation of law n Works First Published or Copyrighted between January 1, 1923, and December 31, 1949, but Not Renewed
n Warning: stay away from “doorway” pages
Goal: Finding right echair for your target visitor n EChair metaphor:
n Wrong visitors for your echair: Expensive n Wrong echair for your visitor: Visitor leaves
Results: n Wasted advertising $$$ n Wasted hosting $$
How do we get here?
Strategy 5: Customer Loyalty Programs
n Personalization driver of customer retention: eBay, Amazon
n Frequent Flower Program (not a typo) n Web Coupons & Volume discounts: example n Newsletters with some useful info n Customer Referral Program
Onsite Videos
n Onsite Videos GIST: n Greet n Inform n Sell n Train
n Personal, Emotional connection with your website visitors
n Keep websites alive beyond what text/graphics can offer
Questions ?