ecommerce, social media, online advertising

Good morning and thank you for coming to the online business education breakfast here at the Gold Coast Convention and Exhibition Centre on October 17.

Before we get started we just need to take a moment to thank our sponsors Sneaky Peek Promo for our lovely pens, Gold Coast Business News and National Australia Bank for our great goodie bags.

Thank you also to our Gold Coast business making up the Q&A Panel: Jarrad Bell from One Hundred Words, Melinda Blackley from Scody Australia, Jenni Madison from Coconut Magic and Lisa Weeks from Maries Pizza.

Today is not just about education on excelling in online business but also about creating awareness for the Bravehearts charity. MeMedia would like to thank our charity, Bravehearts for their attendance and are pledging $5 from every ticket sold to Bravehearts.

We will also be contributing 100% of todays raffle prize funds proudly donated by each of the Q&A Panelist businesses.

Please allow me to welcome to the mic "Jason Oxenbridge" from Bravehearts to share the Bravehearts mission.

•50/50 split between male and female

• Largest segment of shoppers is the 35-44

• Half eCommerce sales occurring in Australia• Great news

http://services.google.com/fh/files/misc/multi-screen_infographic.pdf

•We need to understand the user• Users are multi-screeners


• Consumers are using multiple devices to achieve a single goal


• 77% of the time watching TV I’m on my iphone or laptop

• And shopping online is no different. • 67% of people using multiple devices again

Source: http://www.telstra.com.au/business-enterprise/resources-insights/whitepapers/

index.htm

• Telstra just released their own whitepaper• End of September 2013• Showing how mobile oriented Aussies have become

Source: http://www.telstra.com.au/business-enterprise/resources-insights/whitepapers/index.htm

•70% of consumers use multiple channels to shop•50% have researched a product in-store and then purchased online•50% are in-store but then purchasing online

http://www.telstra.com.au/business-enterprise/resources-insights/whitepapers/index.htm



•Multi-Screen, Multi-Channel, Omni-Channel Shoppers all jargon•Describe today’s user who is “Always Connected” and expects retailers to be also.• You need to become Omni-Channel




•Australians are definitely connected!




• In fact. Smartphone penetration forecast to hit 75% by end of the year• That’s a whopping 17 million smartphones




• The 18-39 year olds are owning 80% of the market




• 50/50 Apple Vs Android now• And 50/50 Male and Female• Although females are spending more time on their phones




• Tablet penetration also jumped 14% this year• 10.5 Million Tablets



• Our mobile consumer’s Path to purchase• Research on smartphone or tablet •Check reviews on social• Follow marketing via mobile (ie. Social media)•Purchase in-store and/or online

•Much like Google’s study Telstra’s describes the Australian multi-screener•Desktop is the most popular initial and overall research device•Pretty even split between in-store, catalogue, combined tablet and mobile.•Purchases still overwhelmingly end in a retail store.

• SORRY! BUT We need to understand our consumer• Keeping up with them is hard. • They’re expecting a lot but small business can be very flexible

• Becoming the Omni-Channel Brand or Retailer is achievable• And affordable for all

• I can do business with you any which way I choose• Catalogue, In-Store, Desktop, Mobile, Phone

LET’S ASSUME: Traditional POS Systems are slightly

out of date.

• Lets assume Traditional Point Of Sale systems are out of date

• Point of Sale

• And our website are disconnected.

• Hurray we the internet comes to save us

• The cloud allows us to store our software now right?• So we run our POS in the cloud• AND our website is obviously in the cloud also

• WE can therefore get them sharing information• WOW! Our website knows what’s in-stock and so does our POS

• And when we want to create more stores• Simply pay for another connection• AND everything still synchronises. AMAZING!

• One system MeMedia are authorised advisors for is Vend• You can operate Vend from an iPAD• Still have cash draw and thermal printer.

• Single outlet and multiple outlet plans with 1 register• You can add additional registers for $25• Products means SKUS / Individual items so you could end up paying more than you think you’ll need

• If you do decide on Vend.• Make sure you follow our guide in the handout provided.• For Example you’ll setup Vend before you setup your shopping cart.

• So here we have our eCommerce startup players

WooCommerce (Wordpress Free eCommerce Plugin) No Competition

Why Not Wordpress & Woocommerce. In my business, Wordpress:• attributed to more server crashes than any other software• more hacks and spambot attacks than any other software. • Why? Because it needs to be regularly maintained at cost to businesses estimated at $150 per/mth. • So while it is free software to download it is not in-fact free to maintain.

• Shopify pricing from $29

• Big Commerce from $24.95

• And volusion from $15• All pretty comparible prices

•All mobile capable•Shopify speed of setup is pretty amazing.•Shopify has transaction fees which can be quashed if you use their payment gateway

•Mobile admin is great when you’re starting up•Receive push notifications when you’ve got an order while you’re at the beach•Only for iPhone for both Shopify and Bigcommerce

• We name shopify number 1 for speed and POS integration• So it’s ideal for startup retail stores• Big Commerce is great also. Mainly for online only retailers.

• So if we’re taking the next step in online business• We need to have the worlds best features• With and Australian flavour

• Retail express is the next tier of POS and Shopping cart integration software

• Also in the cloud. Retail Express has multi store capability• And can integrate with Magento or X-Cart• Retail Express can also integrate with MYOB

$4300

$3500

$100 per/mth

$2000 $45 per/mth

•1 store & website = $6300 once off setup & $145 per/mth\• Additional stores are normally around $3500 setup• More retail outlets can be negotiated on price.

• Must be mobile friendly• Remember? 17 MILLION SMARTPHONES :)

• PCI Compliant• On-Site Credit Card Processing• Especially in Shopify’s case.

• Product Listing Ads• These products are uploaded to Google Shopping directly from your website• Then you simply display them with Google Search via pay per click bidding

• MyShopping.com.au comparison shopping website• These products are uploaded much like Google Shopping directly from your website• Paying each time somebody clicks through to your store

• Getprice.com.au another comparison shopping website• These products are uploaded much like Google Shopping directly from your website• Paying each time somebody clicks through to your store

Texthttp://youtu.be/cbtf1oyNg-8

http://youtu.be/cbtf1oyNg-8



•http://www.sportyshealth.com.au•Product Smart Search•Miss spelt suggestions, Actual products

http://www.sportyshealth.com.au



















































Product Filtering

http://youtu.be/3Sk7cOqB9Dk



Simple to understand shippingPlus integrate with your shipping company to improve logistics

• Abandoned Cart Reminder Email

Source: http://blackmilkclothing.com/collections/leggings/products/artoo-and-threepio-leggings

• Social proof

http://blackmilkclothing.com/collections/leggings/products/artoo-and-threepio-leggings


Source: http://blackmilkclothing.com/collections/leggings/products/artoo-and-threepio-leggings

• Tag photos on instagram or facebook with a unique hashtag and they post on the product page



• Kogan

Source: Wufoo.com

• Don’t have to be selling products online to be transacting online.• Introducing Wufoo Forms

Source: Wufoo.com

• Payment via PayPal, Google Checkout, Authorize.net

Source: JetSelect.com.au

• eCommerce doesn’t always mean you have to transact• Streamline your customer interaction and workflow• Online Quote Requests

•Social Media•Wikipedia lists 342 social media platforms•Not an exhaustive list

Source: http://www.socialmedianews.com.au/social-media-statistics-australia-august-2013/

August Instagram Stats1.4 Million active Australian Usershttp://www.socialmedianews.com.au/social-media-statistics-australia-august-2013/

http://www.socialmedianews.com.au/social-media-statistics-australia-august-2013/



Google Plus – approx 100,000 Australian Usershttp://www.socialmedianews.com.au/social-media-statistics-australia-august-2013/



Choosing a social media for your business requires you to align yourBusiness with your target audience - demographic and physchographics - and with your strategy.Choose one social media and don’t introduce another until your community is highly engaged and active. One way to establish how engaged you community is, is when they stick up for your brand, when others try to bag it.

• Traffic via improved SEO• Create a community and build brand awareness• Drive sales • Improve customer service

Create your persona through Phsychographic studies. Your persona should seem like a real person.Create a maximum of 4 but always start with one.

Source: http://www.slice-works.com/sliceblog/2012/03/15/the-marketing-persona-building-blocks/

Create your persona through Phsychographic studies.Psychographics is the study of personality, values, attitudes, interests, and lifestyles

http://www.socialnewsdaily.com/16610/8-social-media-fails-911/


Source: http://www.slice-works.com/sliceblog/2012/03/15/the-marketing-persona-building-blocks/



1. Create a communityBe real.Be transparent.Be passionate.Be compassionate.And be prepared to spend time and money doing it.

•It takes time and money even if you do it yourself.

Facebook Fan Page:Organic posts are expected to only reach 16-17% of your fans.So be prepared to pay.

• Post in native environment.• get visibility as to what is going on.• Be sensitive to current events

Source: https://hootsuite.com/features/social-networks

•Social media monitoring and management tools•Our favourite is Hootsuite

https://hootsuite.com/features/social-networks


Source: https://hootsuite.com/features/social-networks

•Scheduled posts are ok but you’ve really gotta think it through!•Especially your hashtags!



Social Media Fails 9/11

Source: http://www.socialnewsdaily.com/16610/8-social-media-fails-911/

•People were just confused about the Lakers post on September 11•No one has let AT&T get away with this post.



Social Media Fails 9/11


•American Rapper Mouthpie$e on September 11 2013



Boston Marathon Bombing Scheduled Post Fail

Source: http://www.drivedominion.com/SocialMediaWhenTragedyStrikes.blog

http://www.drivedominion.com/SocialMediaWhenTragedyStrikes.blog

http://www.drivedominion.com/SocialMediaWhenTragedyStrikes.blog

Gap attempting to profit on #sandy




Source: http://statigr.am/

• FREE Advanced analytics for Instagram•$4.99 per/mth you can link hootsuite and Statigram

http://statigr.am/

http://statigr.am/


• Google plus is suitable to all business types• And with only 100,000 it’s an opportune time to get on it



Source: http://en.wikipedia.org/wiki/File:DiffusionOfInnovation.png

Everett Rogers Technology Adoption Lifecycle model

•Australians are still in the early adoption phase. Approx 3% of Google’s 3.2 million users•The most successful are normally the innovators, early adopters and early majority•So get on it.... Why?

http://en.wikipedia.org/wiki/File:DiffusionOfInnovation.png

http://en.wikipedia.org/wiki/File:DiffusionOfInnovation.png

• It’s great for SEO.• What social network is Google going to give priority to? :)

• You place the publisher badge on your website • link to your Google Plus page

•Facebook•Suitable for all business types•Product, Service, Event & Bricks and Mortar

• Easiest way to prove this is via Facebooks upgraded Graph Search• Searching for Restaurants. I get shown the ones my friends like first• I’m being influenced. But I’m OK with that.

• Events

•Instagram just reached 150 Million users world wide. • And has a super passionate audience• Not everybody on here is taking selfies :)

• With 1.4 Million active Australian Users• East coast Australia has the most activity.• Discovered via Geotagged and Hashtagged photos

Source: Quiksilver Australia

• Its important to be realistic about social• Don’t treat it as a sales tool.• Build your community first and the love will flow

Online AdvertisingOnline Advertising can appear in many different channels. The most common is Google Advertising (Adwords) which is Pay-Per-Click (PPC) or Pay Per 1000

Impressions (CPM).

Advertising online is no longer confined to a AdWords campaign, business now have many options including social media, retargeting and multi-channel shopping

websites. However the main goal or purpose of online advertising is to gather a database specific to your target audience whether it be through sales, subscription

or social media fan base.

• Page 6 of your handout• Online Advertising is about creating or leveraging your database

• No Database means. You’re going to have to start a fresh with any ad you can get your hands on. • Decide wether you’ll build an email database or social database• Convert through sales, subscription of social community

• On page 7 of your handouts there is an ad guide for 5 of the major social media platforms• Accompanying the list is Adroll a very simple to use • These are places where you’d start

Source: Google.com/adwords

• Driving to your website.

• Your ads will appear in the google search engine results pages.• Paying everytime somebody clicks on your ad

Google AdWords Display Ads

Source: Google.com/adwords

• Display across news sites, blogs and many niche websites• Pay per 1000 impressions

• Another example of a display ad running via the Google Display Network

• Product Listing Ads• These products are uploaded to Google Shopping directly from your website• Then you simply display them with Google Search via pay per click bidding

• YouTube inVideo Ads are also placed via Google AdWords• There is currently 10 different ad placements available in YouTube• With YouTube being the second largest search engine in the world these ad placements can perform quite well with less competition than standard Google ads

• Yes even on Facebook.

• Only just found to be released on October 9• You can promote pins• Not yet available to everybody.

• LinkedIn Ads • Estimated target audience of 2Million Users• Ad platform is still young• Marketers aren’t raving but it is getting better.

• LinkedIn Sponsored Ads are taking your content which has been organically shared on your LinkedIn company page and paying to improve the reach• Each of the above were tests but all seemed very expensive for the result

• Building social databases require you to create and share amazing content• Pay to share that content to your entire existing database plus their connections• You can design targeted ads to define your demographics and phsychographics on some social networks• And you will run competitions

• Building social databases require you to create and share amazing content• Pay to share that content to your entire existing database plus their connections• You can design targeted ads to define your demographics and phsychographics on some social networks

• And you will run competitions / promotions

• On August 28 Facebook made promotions / competitions so much easier• Collect entries through comments / likes / users message page• Definitely not allowed for personal profiles. Must be via a business page

• Encouraging people to tag others who are not actually in a photo is not allowed• ie. Asking users to tag themselves in a pic of a new product in exchange to win a prize is not allowed

• Prior to those FB promotion changes you had no choice but to use Offerpop• Or develop your own Facebook app.

• You can then boost the post to reach friends of friends of friends• Targeting is also an option here but not as powerful as Facebooks Ad platform

• We ran a recent campaign to WIN Fleetword Mac Tickets for one of our clients• Average CTR is 0.2%• Targeted 680,000• Reached 14,000• Click Through Rate was 1.118% (almost 6x the average)

x

•The ad would have appeared here and also on mobile

• This ad was targeting Australians, 45 and older who liked and a great many things and who were not already part of our clients fan base.• We ensured we targeted both desktop and mobiles

• You can then boost the post to reach friends of friends of friends• Targeting is also an option here but not as powerful as Facebooks Ad platform

Source: Addroll.com

• Retargeting is like digital stalking people with an ad for your business for all web users who’ve already visited your website.• Ads can appear almost anywhere on the internet as display advertising

Source: MailChimp.com

Source: MeMailer.com.au

Jarrad

When opening your 1st retail store what made you decide on using Vend as your POS?From there what was the hardest part of getting started online? Was it the data entry, banking setup, packing and sending or something else?How did you manage your shipping? Was it through Australia post or other carrier and what did shipping your very first order entail?Given that you're a multi-channel retailer (in-store and online) how do you manage your pricing? Is it the same online as in-store and if not how do customers respond to this? Do you find that your website drives foot traffic also? How do you know this?How much time do you allocate per/week to updating content / products on your website?How has the mobile revolution effected your online business? Do you get a lot of mobile traffic? Which mobile device is most popular?As far as you know have you ever fallen victim to "Showcasing" (ie. when people just come into your store to try on clothes but then purchase elsewhere)What social media network have you chosen for your brand?Which social media network do you feel your brand is performing best on and why?Do you expect to introduce any new Social Media networks and why?Does your Social Media activity drive sales? If so which network is performing best here?What do future marketing campaigns look like for OHW? Are you currently producing a blog or any other content other than publishing new products on your store? If not why not?

Melinda

How long ago did Scody launch it's eCommerce website?How many products did the site launch with "approx"?Since it's first launch what has been the biggest innovation to Scody's website?How has the Design Your Own Custom Garment software helped Scody's sales? Has this been more of a lead generation tool or actual sales tool?How has the mobile revolution effected your online business? Do you get a lot of mobile traffic? Which mobile device is most popular?How does Scody manage shipping of online orders? Was it through Australia post or other carrier?How much time do you allocate per/week to updating products on your website?Does Scody have a content strategy?How many times per mth on avg is Scody blogging?Why is it that Scody blogs? Is it for Google Rank, Driving Sales, Industry Leadership?How is Scody driving traffic to it's website? SEO? Online Advertising? Social Media or Other?Does Scody plan on implementing any new online marketing methods? If so what?What social media network have you chosen for your brand?Which social media network do you feel your brand is performing best on and why?Do you expect to introduce any new Social Media networks and why?Does your Social Media activity drive sales? If so which network is performing best here?

Lisa

How long ago did Maries Pizza launch it's website?And when was online ordering introduced?What was the biggest challenge about launching online ordering?What platform did you choose for your online ordering system?Would you choose if again if you had your time over with the same budget?How has the mobile revolution effected your online business? Do you get a lot of mobile traffic? Which mobile device is most popular?Is your website smartphone friendly?How does Maries Pizza manage delivery of online orders? How much time do you allocate per/week to updating products on your website?Does Maries Pizza have a content strategy?How many times per mth on avg is Maries Pizza blogging?Why is it that Maries Pizza blogs? Is it for Google Rank, Driving Sales, Industry Leadership, Education?How is Maries Pizza driving traffic to it's website? SEO? Online Advertising? Social Media or Other?Does Maries Pizza plan on implementing any new online marketing methods? If so what?What social media networks have you chosen for your brand?Which one did you start with first?Which social media network do you feel your brand is performing best on and why?Do you expect to introduce any new Social Media networks and why?Does your Social Media activity drive sales? If so which network is performing best here?

Jenni

How long ago did Coconut Magic launch it's eCommerce website?How many products did the site launch with "approx"?What was the biggest challenge about launching online?What platform did you choose for your eCommerce website?Would you choose if again if you had your time over with the same budget?Since it's first launch what has been the biggest innovation to your website?How do your retailers feel about you selling direct to consumers online?How has the mobile revolution effected your online business? Do you get a lot of mobile traffic? Which mobile device is most popular?Do you feel that you are losing sales due to your website not currently being smartphone friendly?How are you planning on remedying this?How does Coconut Magic manage shipping of online orders? Are you products shipped through Australia post or other carrier?How much time do you allocate per/week to updating products on your website?Does Coconut Magic have a content strategy?How many times per mth on avg is Coconut Magic blogging?Why is it that Coconut Magic blogs? Is it for Google Rank, Driving Sales, Industry Leadership, Education?How is Coconut Magic driving traffic to it's website? SEO? Online Advertising? Social Media or Other?Does Coconut Magic plan on implementing any new online marketing methods? If so what?What social media networks have you chosen for your brand?Which one did you start with first?Which social media network do you feel your brand is performing best on and why?Do you expect to introduce any new Social Media networks and why?Does your Social Media activity drive sales? If so which network is performing best here?

http://www.memedia.com.au

Good morning and thank you for coming to the online business education breakfast here at the Gold Coast Convention and Exhibition Centre on October 17.

Before we get started we just need to take a moment to thank our sponsors Sneaky Peek Promo for our lovely pens, Gold Coast Business News and National Australia Bank for our great goodie bags.

Thank you also to our Gold Coast business making up the Q&A Panel: Jarrad Bell from One Hundred Words, Melinda Blackley from Scody Australia, Jenni Madison from Coconut Magic and Lisa Weeks from Maries Pizza.

Today is not just about education on excelling in online business but also about creating awareness for the Bravehearts charity. MeMedia would like to thank our charity, Bravehearts for their attendance and are pledging $5 from every ticket sold to Bravehearts.

We will also be contributing 100% of todays raffle prize funds proudly donated by each of the Q&A Panelist businesses.

Please allow me to welcome to the mic "Jason Oxenbridge" from Bravehearts to share the Bravehearts mission.

ecommerce, social media, online advertising

Marketing