Breakout Media's Start Your Business Online slide show (18-02-2011)

1. An introduction to
Breakout Media and Online Business Start-Up

2. 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

3. 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

4. INTRODUCTIONS

5. 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

6. 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:

7. The Course
What will be the outcome for you?
•The Great Opportunity. Value Add= Recession Proof Business
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

8. So You Want To Start An Online Business ?
Matthew Barrett

9. START TRADING ONLINE?
IS IT A GOOD TIME?

10. ECONOMIC DOWNTURN

11. NOW IS THE TIME

12. BE A GAME CHANGER

13. CONSUMPTION WILL DRIVE FUTURE INTERNET GROWTH

14. TRADITIONAL MEDIA AND PR IS DEAD

15. What is marketing?
Marketing enables organizations
to influence how multiple
people think, feel and behave

16. WEBSITES

17. EMAIL MARKETING

18. OUTDOOR MARKETING

19. ONLINE MARKETING

20. Social Media

21. MEASUREMENT

22. What is a brand?

24. 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.

25. P+I=B
• Product (what you make in the factory)
• + Image (what you make in the mind)
• = Brand (what people think about it)

26. • A Brand is an experience. . . .
Keep it simple

27. Disney (P + I = B)
• Product (magic, family entertainment)
• + Image (colour, fun, trust)
=

28. Brand Exploration
Logo Imagery
Look & Feel Stationery
Colours Fonts
Values, aspirations, customer experience,
quality, preferences, feedback, sympathy,
value for money, service, attitudes, reliability,
social responsibility, dependability
A logo is just the tip of the iceberg

29. A Stronger Brand
• 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.

30. What is Digital Marketing?
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.

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

33. WEBSITE - INFORMATION

34. FACEBOOK – LIKE AND ENGAGE

35. TWITTER - ENGAGE

36. YOUTUBE - WATCH

37. MOBILE -DOWNLOAD

38. E-COMMERCE – PURCHASE

39. Let’s Have a Break

40. Getting Your Business Online

41. 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

42. DOMAIN NAMES
 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

43. 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.

44. DOMAINS NAMES REGISTRATION
Name Chekr
www.hostbig.com
www.123-reg.co.uk

45. PROTECT YOUR BRAND NAME ON THE WEB
• 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

46. HOSTING REQUIREMENTS
 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

47. 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

48. WEBSITE – DIY VS PROFESSIONAL
D.I.Y Professional
 Do I have to learn HTML – No  Good market entry – Stay Competitive
 But I’m not creative – 100’s templates  Quicker - You don’t have to learn a new skill
 Cost – Save £’000’s  Concentrate on your core business
 Accountability – Changes, Updates  Security – No school boy errors
 Valuable skill – Growth & Expansion  Value – Lots of web designers to chose from

49. Start Trading Online
WEBSITE – DIY – S PROFESSIONAL
Step by Step V Getting Your Business Online
Website Design - Do’s and Don’ts
Do Don’t
 Clear call to action  Page Counters
 Consistent navigation  Blinking or flashing text
 Clean design, focussed on user  Lots of bold or italics
 Keep webpage's < 60kb  Chat rooms
 Image tags for all graphics  Flash intros
 Black text on white background  Under construction
 Follow conventions – web links, logo home  Background music
button, contact us, about us
 Overuse of flash
 Titles on your web page
 Cheap stock images
 HTML not flash, JavaScript etc

50. WEBSITE – ECOMMERCE
 Sell from the homepage
 Allow visitors to buy in 3 clicks or less – even 1 click!
 Clear product info incl.
o Clear images, zoom feature
o Good thorough descriptions
o 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

51. SMALL BUSINESS WEBSITE WITH WORDPRESS
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

52. GET BRITISH BUSINESS ONLINE

53. 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

54. WEBSITE – CONTENT IS KING
 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.

55. Start Trading Online
Step 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

56. SEO RAPPER

57. Start Trading Online
Step 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

58. Start Trading Online
Step 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

59. Start Trading Online
Step 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

60. Start Trading Online
Step by Step – Getting Your Business Online
Takeaways
 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

61. Understanding Social Media

62. Social media, what’s it all about?

63. 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.

64. “Live Streams” People are using social media for what they
do, buy, think, watch and learn
Creating more and more information . . .

65. Social Media builds communities

67. What is Socialnomics?
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.

68. It’s about building relationships

69. 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

70. It’s easy to get the
simple things wrong

76. Social Media has no gatekeepers

77. You can’t control it!!!

78. 16 basic desires that drive human behaviour
Acceptance - the need for approval Physical activity - the need for
Curiosity - the need to learn exercise
Eating - the need for food Power - the need for influence of
Family - the need to raise children will
Honour - the need to be loyal to the Romance - the need for sex
traditional values of one's Saving - the need to collect
clan/ethnic group Social contact - the need for friends
Idealism - the need for social justice Status - the need for social standing
Independence - the need for and importance
individuality Tranquillity - the need to be safe
Order - the need for organized, Vengeance - the need to strike back
stable, predictable environments and to win

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

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

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

82. How we motivate users
• 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

83. Thank you!