First of all my utmost respect to the organizers of the conference for putting up such a great event. Given the fact that it was the first one I can only give my biggest kudos to the iStrategy crew.

See the web as a marketplace, not as a marketing instrument!

One of the primary things I have taken away from the event is that hardly any organization pays attention to what their website visitors experience once they have arrived. And even though this event was promoted solely around social media strategy, thus of course perceiving all the social media channels as marketing instruments, I can only repeat what I stated in the MeetTheBoss.tv interview: Please try to put yourself not only into the situation of the customer, but also move forward and start seeing the web as a marketplace, not only as a mean of marketing.

In my interview (for those that had to depart early or didn’t manage to make it to this great event at all) I stated a pretty plastic example; that what is being done now compares to running the energizer bunny through the city, catching everyone’s attention.

Those people will definitely visit your store, but if there is no sales staff there to engage with them your products can have all the value proposition they want and no one will buy, thus rendering the marketing efforts invested in this campaign(s) obsolete.

Wikipedia describes a market as “any structure that allows buyers and sellers to exchange any type of goods, services and information” and this is where you have to go people… the level of the web are customer centric web presentations allowing both customer initiated and proactive engagement from the side of organization running this web operation.

Real time website analytics, backed by behavioral targeting will allow you to pinpoint interested visitors, mark them as prospects and allow your sales staff to directly speak to them through a chat window which will appear on the visitors screen.

Just to give you an insight: I have been experimenting with proactive customer engagement instruments for the past 5 months and have seen two extreme results:

1. Once you initiate the chat window on your visitors screen roughly 40% immediately shut it and leave your site because they perceive their privacy to be invaded and they have never seen something like this before. Due to the fact that I see this kind of interaction to spread magnificently in the next months because of its simplicity however, I think that this rate will drastically reduce over the next 18 months.

2. The other 60% accept the chat request simply because you introduce yourself to them on the fact that you have seen their interest in the specific product/page they’re currently viewing and giving them the opportunity to ask questions they may have in context to this product. Questions which they would have not asked if you would have made them access the contact form (if you offer points of contact at all).

For those of you who would have expected the all healing solution in the post: I’m sorry to disappoint you at this point, but it’s not out there simply because your organization is too unique starting at the vertical you’re in and ending with factors like the mindset inside your company or enterprise and how willing the employees are to embrace new things or how keen they are to engage others.

Utilizing social media as an instrument for internal communication!

Social media has so much more to offer than what it’s primarily being (mis)used for by the companies out there today.

Another very interesting aspect is the internal usage to gain and preserve intellectual property, preventing/reducing the risk of – for instance – re-initiation of projects which have been worked on prior reducing process faults and costs resulting thereof.

An internal blog made available to the whole organization can not only enable horizontal communication which will allow you to spread innovative ideas immediately (and improve them through the discussions which inevitably are going to happen over time) but also catch other ideas for improvement of processes and organizational purposes.

As I have pointed out above, there is no all curing prescription drug which will take care of all your needs. And nor is Microsoft’s Sharepoint!!!1

Corporate Online Reputation Management (CORM)

Nothing is as bad as leaving something uncommented. And why should you? I have just recently found out that pretty much none of the fortune 500 companies of the world listen to what is being said about them on Twitter.

While I could understand that not all channels can be monitored (which is also a lie) Twitter is one of the “hottest” portals.

Don’t see it as negative energy being spread about you on the web but see it as an opportunity to engage with a customer, thus strengthening your relationship with them. Don’t believe me? Well, give it a try. It works, trust me. John McCrea does a magnificent job with it on Plaxo, so why shouldn’t you or Lufthansa, or Bose, or Allianz Global Investors?

Beside the fact that you directly engage with the customer however, you can catch a lot of FREE!!! (That’s the thing without paying millions for people collecting market intelligence for you) customer feedback. Not only what your customers think about your products but also where you should go to have a look for more info about you which you may have not been able to assess which may be stashed in a third party discussion board, blog, etc. Oh yeah, did I mention that THIS INFORMATION IS FREE?

BOTTOM LINE!

Yes, the iStrategy is definitely worthwhile, especially to those organizations which have not undergone any efforts of implementing social media into their marketing strategy. (IMPORTANT: the marketing strategy is only ONE PART of what you should do. Don’t forget the: the objective of social media marketing is to drive customers to you. Don’t make the mistake and leave alone in your desolate virtual warehouse, a. k. a. your website!)

Should you join the next one? Pretty much so.

The value proposition is there, loud and clear and it will most likely give you important insights into the market (and hey, I’m probably going to speak there).

And if you don’t learn anything there is still the possibility to network with some really big people there from several industries.

Even if I repeat myself: there is no golden rule. The more individual your strategy is the more authentic it will come across. Copying is not really the solution. But copying for inspiration and then making it better definitely is an idea to pursue.

For any questions you may have please comment them to this post and/or use my contact info to reach out to me. Or follow @lars_hilse on twitter.

The biggest threat is on the INSIDE

10 years ago you would have had a good chance of catching your employee walking out the door with a batch of files. Today all a person needs to put your entire organization at stake is an inexpensive thumb drive which will allow them to steal and expose a pretty significant amount of your organizations data – if not all of it – because everything is stored, archived and managed electronically, most of the time for convenience sake. This also makes it convenient for thieves.

Increasing the risk is that you are hardly able to buy computers without USB ports anymore, yet you can deactivate them by using software, minimizing the first and most obvious risk.

However, first thing’s first and the most obvious thing is that most organizations grant their employees free access to all of their files.

This risk can be reduced by deploying an MLSEC, or multi level security guideline giving them access to the files they need to work with and only allowing them access to these files for the duration they actually need them. You may have heard the data classification terms Top Secret, Secret, and “need to know” basis before in movies. This is exactly what is being described therein.

One measure which is more of a deterrent than an actual preemptive measure is logging file access, meaning that each and every file access is logged to their ID including time, date and what they did with it. True, this will not keep them from taking the files but presents a barrier for some to breach knowing that they’re being scrutinized.

These – and other, more individual measures – were implemented by me in a large, US based law firm upon one employee taking important case files with them.

More info on the whole topic and how it can help your organization is available upon personal request.

Since the term is pretty plastical: especially in the times we’re in now, where an employee’s stay in a company can very well last a few months only, it would be more than pesky to not only have to let the human resource go. But along with them goes the information they have ascertained while in your organization in – perhaps even paid position – and during the time your business has spent on training them. Worst case: they’re going to take it to your direct competitor.

Knowledge management can’t prevent people from leaving your organization but it can help you keep track of things worked out, thus conserving the intellectual property. And well organized intellectual property is worth millions to potential investors.

The implementation of knowledge management solutions requires a lot of know-how. The deployment of the system should be – regardless of the size of the organization – preceded by the creation of a requirements and specifications documentation upon which the vendor will be selected and which determines what optimizations have to be made to the setup of the system to ensure the maximization of the return of investment made towards the system.

Knowledge management can be useful even for one-man operations, especially in context to the ever growing demand of information involved in our day-to-day operations.

Make sure to talk to us before you start collecting knowledge that you’ll probably end up never finding again.

Upon my speech at the Joomla!Dag in Utrecht in 2008 – and afterwards – I talked to several people about CPC and their thoughts about it.

The bottom line was that CPC only – if at all – is successful for impulse products. Thus for products that are “small” in terms of not requiring and reading verbose introductions, are known to people, or are just affordable things.

When it comes to offering services that need a more in-depth demo, you better make sure to have interactivity in form of video, sales presentations and so forth to give your product the personal note and to make your organization seem “accessible” and transparent because a majority of customers shopping the web are still sceptic when it comes to purchasing costly merchandise over the web.

What has your experience been with online advertising campaigns and their results?

I think that yesterday marked my most interesting experience in terms of customer -service.

Because my DSL was down  I called Deutsche Telekom’s customer support.

While on hold (for 10 minutes) I was suggested to alternatively visit their website for help.

Now, generally I would have done so, simply because I don’t really appreciate hanging around on hold with some call center where the answers you get are quite doubtable by themselves – but how, without a connection to the internet because they screwed up?

To those who are just about to start defending their initiative: no, this was not a general hotline phone number but one dedicated to problems with DSL connections.

Enterprise Content Management for internal communication, knowledge management and conservation of corporate intellectual property – yes, also for small and medium sized enterprises!

The nature of ECM or enterprise content management is – as the name reveals – to make data once worked on accessible to future projects in order for the organization to save money. At least if they’re not being misused for communication purposes dedicated to reaching out to the customers. There are better solutions out there for that.

One of the primary advantages should be that the access to information is easier than it would have been on paper.

While this proves to be true from a decentralization aspect and that the data is accessible even in the most remote branch office, a lot of organizations don’t or hardly dedicate time and budget on installing sufficient search servers in the system which make finding the information, once it’s been archived, easier or possible in the first place.

Another problem is presented to organizations through the lack of understanding by their team, who simply don’t acknowledge that value of adding search words when archiving the documents or – if forced to do so by the systems setup – will enter no more than rubbish just to get rid of the error message.

As to many problems I’m confronted with in my work there is no one-size-fits-all-solution out there; especially in context to the factor of human failure I’ve outlined above each situation is unique, as is the organization I work with.

However, some general advice would be that upon deployment of an ECM platform make sure that you’ve checked with the vendor and maybe with someone that knows their stuff around search engines (not necessarily your IT-staff) that the search engines included in the ECM are good enough to meet your needs.

Another important factor would be whether documents (PDF, Word files, etc.) can be search natively by the system and actually show up in search results. The alternative would be to mark the documents with keywords upon uploading them which bears the risk of employees not taking this seriously or important words not being included thus making the whole effort invested obsolete.

I’m thinking of dedicating a whole white paper to the whole corporate intellectual property management section in the future.

Let me know whether there is raised interest on this issue.

All good things come to an end. So does the coverage of my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ).

The chapter “Customer Information Management” is the last one in the book and so we will close this reoccurring series with this one as well:

Information management has always been crucial to business strategy and learning to determine its value always underestimated.

One of these things constantly neglected is customer relationship management (CRM) and the information included therein.

The information has always been around and has been taken more of less seriously by the company owners even though it is very important to the success of a business.

This is immediate information and its value lies within the possibility of increasing sales simply by utilizing the information we hold about our customers.

The first and foremost important information are their contact details with which we can establish points of contact. These contact details would be – in order of costs involved in contacting – postal address, phone, and email.

Email, as pointed out above, will be the cheapest and thus most effective form of contact. Yet mailings are always a hard way to go because your customers have to opt-in or give their permission to be mailed.

The emails you send them should not consist of direct sales pitches, but rather of sales pitches hidden inside seemingly valuable information you give them for free.

You have to gain their trust on the signup page for the newsletter, and you have to explicitly point out that you will not spam, harass, or otherwise misuse their email address. Plus of course, you have to mention what differentiates YOUR newsletter from all the other ones, of which most are “evil”.

This will increase your chances that they will send this email they got from you to a friend who will then again sign up for your newsletter because it’s information their being fed with instead of sales pitches (of which they probably get hundreds a week).

Although I very well know the power of conventional mailings and phone acquisitions, I will not go into further detail because these topics are not really web related and go too far off topic.

Down the line, and if your business is ever up for sale in case of a merger or acquisition, the amount of information you hold about your customers and competitors will significantly improve the position you will be negotiating from.

The reason for this is that buyer of your company will be able to get business started immediately instead of having to search for new prospects, buy new leads lists, etc.

Another important thing to mention is that measures like these will significantly increase customer loyalty to your brand.

This will make sales way easier to begin with because if your sales staff can prepare themselves for a sales talk by reading the customer’s purchase history, maybe even preferences, chances of closing the sale will skyrocket simply because the customer has a better feeling.

The reason I asked the question when your customer’s daughter is turning 18 in the tag-line is because of an assignment I had a while back.

A car dealership for luxury automobiles wanted to increase sales.

It’s not like they were struggling but the CRM (customer relationship management system) they had in place was not really able to handle all the information they needed to increase sales.

Amongst others, I had them add fields to their customer database, which would capture the names and birthdays of their customer’s kids because of an experience I had while on the contract.

The daughter of a loyal customer came waltzing in one day as we were in a meeting. She was the typical spoiled brat yet her father was a wealthy personality, as most of their customers were.

As she started to look around the most prized models this dealership had to offer, it struck me…

“Since most of their customers were of that social class, and it is fairly easy to get your hands on the information of their kids names and birthdays during a sales talk, why not use this opportunity, save this information in the CRM and do a follow up with a presents basket and the offer for a free test drive around the time the kid turns 18 and get their drivers license?”

And this is only one of the things I worked out for them with the consequence that they not only drastically increased sales but also went way up in terms of customer satisfaction, which made them the number one dealership in that country.

So you see that the customer relationship management is a very important aspect of generating (e-) business and can be integrated into simple and easy to use web platforms.

Of course, everyone would be doing it if it were that simple. And like almost everywhere, we have a bottleneck. In this case we have the problem of convincing the sales staff to feed the CRM with the information you need to get this whole system off the ground because there is no immediate increase of profit for them.

I hope that you’ve not only learned a lot and gotten the chance to obtain a copy of my book but also had some fun reading through the lines I put together.

I don’t want to conclude this post without mentioning again that you please don’t hastily try to put together a web campaign by yourself. The reason is obvious as it is simple: there are professionals like myself you have a profound amount of knowledge about the topics we have touched in the last couple of weeks and who can help you to achieve leadership or polepositions on the web.

It would take years for someone to acquire this knowledge and a few more years to figure out which instruments work together how.

This brings be to the closing words for this post: if you intend to start an eBusiness campaign keep in mind that the instruments we have learned about are only successful if they are fitted together properly. No one instrument is going to significantly boost your business.

In that context – and if you haven’t done so – please buy my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ) and read it closely to boost your business.

Lars

Welcome back.

Last week we started with the introduction and are now moving on to the first chapter which is called “Diversifying operation risk of domestic market behavior” from my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle )

E-Business can be the specific thing you have been looking for to make your operation independent if – for instance – your “home-markets” screw up.

While the recent recession struck the US and devastated a vast amount of market segments, other parts of the world remained pretty relatively untouched, some even totally intact.

Before we go on we have to differentiate though because the memory of the masses is pretty widely subjected to Alzheimer’s.

In the 1920s we’ve had a similar situation on the global markets. Back then the governments and banks decided to take money out of the market to stabilize the system which proved to be wrong as we can all see in the history books with awe; the outcome being the great depression.

In 2008 when the situation reoccurred, the governments and banks, which had learned from the devastation they caused in the roaring ’20s, are starting to flood the markets with money in hopes that this will help the world stay out of disaster.

This opposing reaction can be the chance for your business to take off.

More money in the markets means that the buying power of the people is secured. It will of course have an effect on their buying behavior, but will lead to the fact that there will always be money in their pockets for necessities. And this covers the first group, the middle and lower class.

The upper class of course was hardly affected by the recession because they were able to diversify the investment risk through spreading their wealth to several investment channels.

This leads us back to your business.

When I say operational risk this includes a vast variety of factors. Some of which you can influence, most of which you can’t. So let’s be realistic about diversifying your operational risk.

The conclusion of the above mentioned could be to go international which will leverage the risk of a domestic market screw-up significantly.

Meaning, that if you’re a retailer in the US and with your operations limited to that specific region, you will probably be pounded by a market downturn in the US.

The fact that the economic downturn in the US has happened will also lead to a destabilization of the dollar in comparison to other currencies which will make the margin on the products you have in stock even higher.

So let us for a short while, imagine that you would have already made the investment and your website or e-commerce portal available in the other major languages around the world, which are Spanish, French, German, and now: Chinese.

You would instantly have access to the markets speaking those languages because if someone were looking for the products there they would not care where the product they are buying is from if they’re looking to save an extra buck.

Of course you’re right – I only mentioned the retailer in the US but this model can be applied to pretty much every business vertical in these times.

This chapter contains several examples of applied eBusiness models. If you want to read more, please consider buying “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ).

Although I officially started my web career in 2006 the internet and all associated to it has been my passion since I got my first connection to the world wide web.

The more skills and knowledge I ascertained about the internet, the more anger arose in me whenever I saw poor presentations on the web.

Yet it wasn’t particularly the anger at the presentations themselves but primarily the outcries of the owners who were desperate to earn money off these presentations looking like crap.

This presentation (CLICK) contains the most common errors made when creating a web campaign and solutions on how you can improve yours.

Among many others it addresses the topics

• search engine optimization,
• user interface design,
• the importance of web analytics,
• etc.

Happy easter holidays

Lars

There are several experiments out there currently which promote that the solution to email problems is to quit it totally.

Since I do not agree on the motives exploited because of the fact that most of them are based on convenience I took a closer look at email in this podcast, addressing some historical points of view and proving that email is still worthwhile. And of course offering a simple solution about how to get email in line.

My conclusion is that Email still has it’s place in most of todays corporate communication – both organizational and inter-organizational. Along with the fact that it is more valuable and beneficial to educate the organization members and people around you about how to use email efficiently thus cutting down hassle of communication.

Really looking forward to some interesting discussion,

 

 Why NOT to quit email but rather educate the people surrounding you [5:57m]: Play Now | Play in Popup | Download (577)