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Impact on Online Commerce on Global Business. Kevin Hourigan. The Digital Revolution. How fast is it growing? What are the fastest growing areas? What has this meant to online commerce? How are you as Educators affected by this Questions and Answers. To Reach 50 Million users, it took.
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Impact on Online Commerce on Global Business Kevin Hourigan
The Digital Revolution • How fast is it growing? • What are the fastest growing areas? • What has this meant to online commerce? • How are you as Educators affected by this • Questions and Answers
To Reach 50 Million users, it took • Radio – 38 years • Terrestrial TV – 13 years • The Internet – 4 years • iPod – 3 years • Facebook – 100mm users < 9 Months
Facebook • Facts • 750 + Photographs are uploaded to Facebook • Every SECOND
YouTube • Facts • In a 2 month period of time, there are more video uploads to YouTube than was shown on CBS, ABC and NBC combined over the last: • 50 years
Who am I • Kevin Hourigan, CEO of Bayshore Solutions • 15 Year Old Interactive Agency over 1,800 clients served in: • Search & Social Media Marketing • Web Design & Development • Overall Internet Strategy & Execution • Recognized 8 Years in a Row as a • Top 100 US Interactive Agency • by Advertising Age Magazine
What has changed in Global Commerce? • The consumer • We no longer want to be spoken to, we want to converse with brands who: • Understand Us • Who communicate with us where, when and how we like to communicate
YouTube • Demographics • 109M Users • 58% 18-49 years of age or older • 50% Male • Marketing Touch Points • Video • Channels • Groups • Sponsored Videos • Google Ad Network *(Quantcast Oct 2010) Offshore Sailing Schools Branded YouTube Channel Page
YouTube Global Commerce Example • BlendTec
YouTube Global Commerce Example • In Sept 2009: • 790 K views on You Tube in 3 days* • BlendTec’s YouTube Channel has over 7 Million views and • Over 150K subscribers • Bottom-Line Results: • The “Will it Blend” campaign drove retail sales increase of over 700% • *Computerworld.com
Web Usage Stats • Worldwide access to the Internet has doubled within the past five years and is expected to surpass 2 billion by the end of 2010 - Source: http://localtechwire.com/business/local_tech_wire/news/blogpost/8486175/
Internet Usage • Internet Explorer 49.87% • Mozilla Firefox 29.95% • Google Chrome 11.40% • Safari 5.50%
Facebook • Demographics • 500M Active Users (Facebook April 2009) • 64% between13-35 years of age (Quantcast September 2009) • 55% Female (Quantcast June 2009) • Over 55 & Up are the fastest growing demographic (922%) (istrategylabs Jan 2010) • Marketing Touch Points • Facebook Advertising • Profile • Friends • Fan/Group Page World’s Leading Cruise Lines Branded Facebook Page
Average American Spent 7 hours on Facebook in January Nielson Company
44% of Social Sharing on the Web is Driven by Facebook TechCrunch
Facebook Yanks Number 2 Spot From Yahoo Compete.Com Report
Facebook Global eCommerce Impact • Facebook Fans are significantly more likely to buy products and services or recommend the brand to a friend • Consumers are 51% more likely to buy from a brand they follow on Facebook • They’re 60% more likely to recommend their Facebook Friends to follows a brand they do on Facebook
Facebook for Advertising • Facebook Advertising has been known as one of the “Best Bang for the Buck” by many markers. Why? • 5MM Users to advertise to • VERY Defined demographics to place your adds to • ONLY PAY FOR CLICKS • Much lower cost “Pay Per Click” than the Search Engines
Twitter • Demographics • 55M unique visitors per month * • 69% 18-49 years of age or older * • 55% Female * • Marketing Touch Points • Updates • Followers • Replies • Revenue – Promoted/Sponsored *(Quantcast Oct. 2010) Offshore Sailing Schools Branded Twitter Page
One in Five People Use Twitter • Nearly one in five (19%) online Americans now uses Twitter • or a similar service to post and share updates about themselves, or to see updates about others, according to the latest survey data from the Pew Internet & American Life Project.
Twitter Global eCommerce Impact • Consumers are 67% more likely to buy from the brands they follow on Twitter • They’re 79% more likely to recommend their Twitter follows to a friend • BOTTOM LINE - Social media is a competitive advantage for those that are participating, and a major weakness for those that aren’t
LinkedIn • Demographics • 66M Users • 50% are Business Decision makers(@plan Summer 2009) • 20M Visitors Per Month in US* • 52% Male* • 71% are 35 years or older* *(Quantcast Oct. 2010) • Marketing Touch Points • Profile • Connections • Groups Kevin Hourigan’s Linked In Profile Page
Blogging and eCommerce • Today’s replacement for Consumer Reports • Consumers write about their experiences with products and services • Those blogs are easy to read • They not only contain their opinion, but also: • Where they bought it • The price they paid • The service the retailer provided • CONSUMER REPORTS NEVER DID THIS!
Smart/Mobile Phone Adoption • 273 Million mobile subscribers in U.S.1 • Exceeds 240 Million Internet users • 89% of employed people have mobile device2 • 60% carry mobile device at all times, even inside home3 • 17.5% of Households are wireless only4 1 – CTIA 2 – Pew Internet & American Life Project, 2008 3 – Knowledge Networks, 2008 “How People Use Cell Phones” 4 – US Centers for Disease Control and Prevention 2009
Mobile Generation • Born 1981 - 1994 • 90%+ Text Messaging Rate1 • Do not call or email • 75 Million Consumers in U.S. • Second largest to Boomer market of 80 million • US Retail Example • 25% of cars in 20101 • 40% of the car market in ten years2 1 – CTIA 2 – Bayer Consulting/Deloitte LLP Jan 2009
Text vs. Phone • 163 Millions text users in U.S. • Exceeds 140 Million regular email users • Volume of text messages exceeds voice calls • Reasons mobile user prefer text to voice/email • Unintrusive • More welcome than voice interruption • Easier to manage than voicemail • Instant receipt of message • Ability to respond quickly
Click to Connect Web Page Chat Engagement Buttons
Connected Engagement Buyers Interface Video, audio and text chat interaction Customizable opening content
Online Chat • Goal of Online Chat is to ENGAGE, INTERACT & SELL • Text Chat • Live Operator Phone Opportunity • Live Video Chat for “face to face” engagement and interaction • CRM Integration for lead collection and tracking • Flash/Streaming Video • Appointment Setting
How does this affect Educators • Who is your target audience • Students • Other Faculty • Prospective Students • Prospective Student Parents • Guidance Counselors 37
How does this affect Educators • Who is your target audience • Students • Attention Span might be less? • Research is easy with an abundance of content • Not all easily found content is good content • Plagiarism becomes a whole new risk 38
How does this affect Educators • Teens and young adults tend to • scan texts when they “read” on-line • work in small chunks of time • read small chunks of texts • respond positively to visuals Jakob Nielsen’s research on tracking eye movements1 39
So, Maybe Educators should sign up for Social Sites? • "I Gave up MySpace For Lent," • a new teacher is warned that she shouldn't be on MySpace at all • Ohio policy has strongly urged (or perhaps mandated) that professors and teachers get off the social networking sites. 40
What is the Impact on Online Commerce on Global Business • The Customer has changed dramatically • The Seller has not kept up • The Seller no longer understands: • How to communicate to the customer • When to communicate to the customer • Where to communicate to the customer • HOW DOES THIS AFFECT EDUCATORS? 41