An introduction to Breakout Media and Online Business Start-Up

Summary of today

1. An overview of Breakout Media

2. What we aim to achieve and how we’ll succeed

3. Business Start-Up

4. Social Media

Online Business Start-up

• Internet Business Basics

• Making Money Online

• Designing to Sell

• Creating and Connecting Multiple Web Sites

• Creating Exceptional Copy That Sell

• Encouraging Communication

INTRODUCTIONS

Breakout Media

Breakout Media is a social enterprise that trains people to become professionals in the digital media industry.

• Internet marketing techniques and strategies • Social media and online content creation• E-Business Model Development and Consultancy • Starting their own Online Business

What is a Social Enterprise?

It’s a business that that focuses on the support of the environment or community.

Most famous Social Enterprises in the UK are:

The Course

What will be the outcome for you?

•The Great Opportunity. Value Add= Recession Proof BusinessHave a clear purpose for your website

•Focus on your customers and visitors•Develop regular content• Create a good user experience – Over time• Be seen – SEO, PPC, Email, Offline• Build a good team for your web project• Your business model – Now and the future• Monitor trends – keep up or keep out • Give people what they want – Put yourself in their shoes

So You Want To Start An Online Business ?

Matthew Barrett

START TRADING ONLINE?

IS IT A GOOD TIME?

ECONOMIC DOWNTURN

NOW IS THE TIME

BE A GAME CHANGER

CONSUMPTION WILL DRIVE FUTURE INTERNET GROWTH

TRADITIONAL MEDIA AND PR IS DEAD

Marketing enables organizations to influence how multiple

people think, feel and behave

What is marketing?

WEBSITES

EMAIL MARKETING

OUTDOOR MARKETING

ONLINE MARKETING

Social Media

MEASUREMENT

What is a brand?

The brand is all that is communicated visually and otherwise to portray the personality of the organisation, its products and services. And, as such, strong brands are enormously powerful business tools.

It is not simply a logo. An organisation’s logo stands as an emblem for all that their brand encompasses.

What is a brand?

P + I = B

• Product (what you make in the factory)

• + Image (what you make in the mind)

• = Brand (what people think about it)

• A Brand is an experience. . . .

Keep it simple

Disney (P + I = B)

• Product (magic, family entertainment)

• + Image (colour, fun, trust)

=

Brand Exploration

Values, aspirations, customer experience, quality, preferences, feedback, sympathy,

value for money, service, attitudes, reliability, social responsibility, dependability

Logo

Look & Feel

Colours

Imagery

Stationery

Fonts

A logo is just the tip of the iceberg

• A strong brand influences buying decisions

• Branding creates trust and an attachment to your product or organisation

• A strong brand can command a premium price

• A solid branding strategy communicates a strong, consistent message

• Branding builds recognition for your organisation.

A Stronger Brand

Digital Marketing is the promotion of brands using all forms of digital

advertising. This now includes Television, Radio, Internet, Mobile and any other

form of digital media.

What is Digital Marketing?

The ENGLAND FA: How do they market the team using Digital?

WEBSITE - INFORMATION

FACEBOOK – LIKE AND ENGAGE

TWITTER - ENGAGE

YOUTUBE - WATCH

MOBILE -DOWNLOAD

E-COMMERCE – PURCHASE

Let’s Have a Break

Getting Your Business Online

WEBSITE - WHAT TYPE DO YOU NEED?

Broker ExchangeAndMart.com, Ebay.co.uk

Advertising Google, Facebook,Yahoo!

Merchant Amazon, iTunes

Manufacturer Dell, BMW, LaSenza

Affiliate Money Supermarket, Kelkoo

Community Facebook, MySpace

Subscription Financial Times, Britannica Online

Purchase all TLD’s (Top Level Domains) to protect your brand

e.g. yourbusiness.co.uk, yourbusiness.com, yourbusiness.net,

yourbusiness.org and (the new TLD .co) yourbusiness.co

Only the .co.uk is available? Consider choosing another domain name.

Will your business grow? Domain too specific to one area of expertise?

Simple - Keep your domain name short, simple and memorable.

Company interest not description - Name should represent brand.

e.g. not www.the-best-accountant.co.uk

DOMAIN NAMES

Only contain letters, numbers, and dashes. No spaces and symbols, not

case sensitive.

Choose a reputable company which provides a user interface so you can

manually edit your domain name details

Lots of domains? Try to register them with one domain name company

Ensure your domain name is not a commonly known brand name or

trademark. E.g. "Microsoftwebdesign.co.uk" would not be a good choice!

Up-to-date contact information. Renewal is your responsibility.

DOMAIN NAMES

Name Chekr

DOMAINS NAMES REGISTRATION

www.123-reg.co.uk

www.hostbig.com

• You won’t be able to update all of your social profiles, as well as keep track of pictures, profile information, groups, etc

• Join the largest social networks (Facebook, Twitter, LinkedIn) as well as those networks in your industry.

• Reserve your full name on as many of the popular social networks as possible (use namechk.com) don’t get locked out for life by a name sake.

www.namechk.com

demo

PROTECT YOUR BRAND NAME ON THE WEB

Reliability – 99% uptime is too low, 99.5%, Refund should be provided

Traffic/Bandwidth - “Unlimited bandwidth“? Most new sites use less

than 3 GB of bandwidth per month.

Disk space - Most sites need less than 10 MB of web space.

Technical support - 24 hours a day, 7 days a week, all year around incl.

weekends or public holidays.

Server support - FTP, PHP, Perl, SSL, .htaccess, telnet, SSH, MySQL

HOSTING REQUIREMENTS

SSL (secure server) - Shopping Cart package additional charges

Email - Auto responders, POP3, Mail Forwarding

Control Panel - Allow you to manage your web account yourself

Price - You often get what you pay for

Resellers – Lack of technical info, salesmen. Poor response times

HOSTING REQUIREMENTS

D.I.Y

Do I have to learn HTML – No

But I’m not creative – 100’s templates

Cost – Save £’000’s

Accountability – Changes, Updates

Valuable skill – Growth & Expansion

Professional

Good market entry – Stay Competitive

Quicker - You don’t have to learn a new skill

Concentrate on your core business

Security – No school boy errors

Value – Lots of web designers to chose from

WEBSITE – DIY VS PROFESSIONAL

Start Trading OnlineStep by Step – Getting Your Business Online

Website Design - Do’s and Don’ts

Do

Clear call to action

Consistent navigation

Clean design, focussed on user

Keep webpage's < 60kb

Image tags for all graphics

Black text on white background

Follow conventions – web links, logo home

button, contact us, about us

Titles on your web page

HTML not flash, JavaScript etc

Don’t

Page Counters

Blinking or flashing text

Lots of bold or italics

Chat rooms

Flash intros

Under construction

Background music

Overuse of flash

Cheap stock images

WEBSITE – DIY VS PROFESSIONAL

Sell from the homepage Allow visitors to buy in 3 clicks or less – even 1 click! Clear product info incl.

o Clear images, zoom featureo Good thorough descriptionso Various images, 3d rotate

Easy returns & refunds Free Delivery Clear contact details – Show phone number Ratings, send to friend, reviews “Buy together” options Online only offers Keep the customer informed

WEBSITE – ECOMMERCE

WordPress also has the advantage of being open source

Thousands of themes to choose from

massive community of developers and users working to improve it.

WordPress is released under the GNU General Public License, and you can deploy it at no cost

Plus hosting costs of course.

The most popular open source CMS you'll find

paid support for WordPress you'll have no trouble finding

SMALL BUSINESS WEBSITE WITH WORDPRESS

GET BRITISH BUSINESS ONLINE

WEBSITE – CONTENT IS KING

It's All About You

o Amazon, informal style, use the word 'you' frequently.

o Me and a huge bookstore? No, me and the nice person at Amazon!

o What are they doing? Creating a personal connection with me

KISS - Keep It Short & Simple

o Lose 50% of your copy, and then another 50% and you’re there

o We don’t read we skim – link, titles, images, calls to actions

o If it’s worth saying, it's worth saying again, Repetition is your friend

Get to the point – Quick!

o People are short of time - You're not the only one vying for it.

o Get to the point. And make sure it's crystal-clear.

o Make it lively, make it memorable

o Make an impression. It'll help you make the sale.

Stand Out

o What makes your product or service different?

o Dare to be different

o Everybody claims to be faster, cheaper, better?

o Find it, then sell it.

WEBSITE – CONTENT IS KING

Start Trading OnlineStep by Step – Getting Your Business Online

Website Visibility – Search Engine Optimisation

Fresh new content Unique page titles, page descriptions Submit site map to Google Link to other websites Clean code and html Blogs Videos Forums No tricks Value to users not search engines

SEO RAPPER

Start Trading OnlineStep by Step – Getting Your Business Online

Website Visibility – Pay Per Click

Google Adwords, Yahoo!, MSN, Facebook Research your market & competition thoroughly Keyword research Set your budget. Measure CPA and ROI Vary ad copy, keywords and landing pages Test, test, test – More than 1 landing page Monitor best performing ads and keywords Control your budget and track daily Quality score – Relevance Google analytics – Sales funnels and goals

Start Trading OnlineStep by Step – Getting Your Business Online

Website Visibility – Email

Capture emails – Give them a reason Build your list – Online and offline Regular communication – Twice a month Information Lead Vs Sales Lead Best time to send and email? Segment mailing list Test your subject line Image and text version Unsubscribe options Specialised landing pages

Start Trading OnlineStep by Step – Getting Your Business Online

Website – Keeping Track

Unique Visitors Total Visitors – Repeat visitors Bounce Rates Keyword traffic Search engine and third party traffic Entry pages Exit Pages Geographic visits Error pages – Friendly 404’s Traffic times

Start Trading Online

TakeawaysStep by Step – Getting Your Business Online

Great Opportunity. Value Add = Recession Proof Have a clear purpose for your website. Focus on your customers and visitors Develop regular content Create a good user experience – Over time Be seen – SEO, PPC, Email, Offline Build a good team for your web project Your business model - Now and the future Monitor trends – Keep up or keep out Give people what they want – Put yourself in their shoes

Understanding Social Media

Social media, what’s it all about?

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.

“Live Streams” People are using social media for what they

do, buy, think, watch and learn

Creating more and more information . . .

Social Media builds communities

The ability of social media to generate exponential returns for individuals and

businesses. A subset of this is that in the future we will no longer search for

products and services, rather they will find us via social media.

What is Socialnomics?

It’s about building relationships

The key is Constant Engagement

• Position yourself as an expert.

• Be really proactive about what you want

• Reach out to the decision makers

• Follow the companies blogs, websites, and social media campaigns

• Be helpful share suggestions and constructive information.

• Support their work

• Impress them, they’ll find a spot for you

It’s easy to get the simple things wrong

Social Media has no gatekeepers

You can’t control it!!!

16 basic desires that drive human behaviour

Acceptance - the need for approvalCuriosity - the need to learnEating - the need for foodFamily - the need to raise childrenHonour - the need to be loyal to the traditional values of one's clan/ethnic groupIdealism - the need for social justiceIndependence - the need for individualityOrder - the need for organized, stable, predictable environments

Physical activity - the need for exercisePower - the need for influence of willRomance - the need for sexSaving - the need to collectSocial contact - the need for friendsStatus - the need for social standingand importanceTranquillity - the need to be safeVengeance - the need to strike backand to win

Motivation comes from two sources: oneself, and other people. These two sources are called intrinsic motivation and extrinsic motivation

Intrinsic motivation refers to motivation that is driven by an interest or enjoyment in the task itself

Extrinsic motivation comes from outside of the individual. Common extrinsic motivations are rewards like money, better grades and competition.

• Good planning

• Promote good and prevent bad decisions

• Influence opinion and behaviour

• Raise awareness on issues that are important to you, incentivise and reward

• Use sound skills and arguments

How we motivate users

Thank you!