E-Commerce Marketing week 7 wed Oct 31 In the News: Adobe announces— Adobe’s Mktg Cloud— to help business measure ROI for social media mktg - see facebook/adobemarketingcloud Today: some highlights of previous presentations & topics Viral Mktg techniques Study guide for exam next Monday’s exam Next Monday ‘s Exam --bring 1 page of notes - both sides & a calculator For next wed: see eres for several articles to read before next wed class( Nov 7)

today to Dr K from an SSM company named DigitalAptitude..A case study in SSM From: Zeke Camusio Subject: Case Study: How Sidecca Amplified Exposure with Social Media Date : October 31, :36:27 AM “See how we amplified Sidecca's brand exposure 25 fold in this social media case study: sidecca-amplified-brand-exposure-with-social-media sidecca-amplified-brand-exposure-with-social-media -what’s missing in their results summary? Sidecca =dotcom for girl’s clothing (ages 13-24)

Note: All team briefs are on eres for your review—plus all teams now added to facebook ads account-with $40 budget Waze Prezi OK Cupid Airbnb Kickstarter

Internet marketing ’ s job is to generate demand; the website’s key focus is to convert to customers! Demand generation: External User Experience: BusinessWebsite Marketing Campaigns Advertising Search Display ads Marketing Viral Marketing Social Networking WEB Site: Converting prospects into customers! Website Elements Calls to Action The Shopping Cart signups Viral elements Tracking of activity

BookRenter presentation by Sara Leoni VP of E-Commerce -good insights into their ‘mktg mix’ for reaching acquisition and revenue goals results show that Mktg really worked for them! And you can see the traffic contributions from each mktg method. -What about their website elements? -what is the implication of “Direct” and “branded search” being such high % of their total traffic? - what was said about their mktg efforts/results with social media?

BookRenter’s Purchase Funnel Awareness Consideration Research Purchase Retention SEM/SEO Affiliates Display Retargeting Direct to website Social

BookRenter Channel Breakdown +136% +46% +80% +45% +63% +208% Paid “Free” or organic

homework after BookRenter presentation highlighting their integrated mktg campaigns bookrenter has both a b2c and a b2b business b2b is their “college bookstore platform’ research Bookrenter.com and Chegg.com - Review their websites and facebook pages search on BookRenter and Chegg brand names to see paid search & organic SERP do a search: ‘rent ecommerce textbook’ and write down where you see bookrenter and Chegg on SERP(search engine results page)

Internet Marketing- Many Ways to Drive Traffic to a Small Biz 1. Paid Search-Google, Yahoo, MSN 2. Marketing - ConstantContact, mailchimp 3. SEO - search engine optimization 4. Sponsored ads (CPM, CPC, CPA ads) 5. Facebook Pages & Facebook Marketing 6. Viral Marketing --Today 7. Affiliate Marketing -- leverage the reach of other websites 8. Groupon 9. Yelp * Internet Marketing methods for small businesses

What we call viral mktg on the Internet……. …is called simply ‘Word of Mouth’ with traditional mtkg..we can all relate to some of the amazing ways that ‘ word of mouth’ can impact business…...one of best examples is….

- Maybe the most Powerful form of Marketing Viral Marketing - Example of the power of Traditional Viral Marketing : OPRAH’s TV Show Google, Twitter, Facebook, Zynga, Yelp, Craigslist …all got their high growth through Viral Mktg

Viral marketing—exploring it further… Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, ….creating the potential for large growth in the message's exposure and influence. A message that spreads rapidly—like a virus!

Hotmail gained a quantum leap in users when it started its service. Hotmail’s viral marketing scheme came into play with a simple tag and link inserted at the end of every sent using Hotmail : “Get your private, free at Hotmail Bought by Microsoft for estimated $385 million in 1997 Viral Marketing Online The Classic Example--see wikipedia

Other examples of powerful Viral Mktg at work…. The viral singing star - Susan Boyle from Britain Seen on Youtube by millions of people. They got to this Youtube by clicking on s from friends The outrageous YouTube videos: “ Will it Blend ” a series of infomercials demonstrating Blendtecinfomercials blenders. The founder,Tom Dickson, attempts to blendblenders various items in order to show off the power of his blender.

Viral marketing..online..takeaways - the Internet version of ‘ word of mouth ’ -- Viral mktg uses techniques to get current customers & fans to want ‘ to pass it on ’ to their friends -- Viral Mktg is all about leverage: ‘ 1 to many ’ - get 1 customer to help a biz reach many friends! -- sometimes clever sites & s can go VIRAL: woot.com, plentyoffish, themilliondollarhomepage

Viral Marketing methods.. --there are many online ways to ‘ leverage ’ your current customers & fans Viral Mkt techniques Your Website s…example: Netflix - invite friends and get 1 free month Many Internet channels to ‘ leverage ’ -- ‘tell a friend’ -- ‘tell a friend’

Viral Marketing methods.. --Here are 4 more online ways to ‘ leverage ’ your current customers & fans Viral Mkt techniques leverage ‘influencers’/bloggers jetpens Website s…Netflix- invite friends Facebook– Intuit’s TurboTax TurboTax Youtube- ‘ Will it blend ’ ‘ leverage the reach’ of big biz ScubaToys-UPS, Cisco, BizWeek ScubaToys-UPS, Cisco, BizWeek Many Internet channels to ‘ leverage ’ -- ‘tell a friend’ -- ‘tell a friend’

Viral Marketing … impressive example..Dropbox. Nov 7 issue of Forbes Magazine—cover story Dropbox switched from Google adwords to Viral mktg for explosive growth to 50 million users! “That’s what you’re supposed to do: hire a Mktg guy, then buy Google AdWords,” says Houston. “We sucked at it.” It was costing Dropbox $300 for each sign-up. Their challenge was marketing a product to solve a problem people didn’t realize they had and weren’t searching for!. So rather than advertise, they turned their loyal customer base into salespeople, gave away 250 Mbytes of free stotage for a referral. Today..More than 25% of all new customers come to Dropbox using this Viral Marketing method.

ScubaToys.com- a small biz gets viral mktg from Cisco, UPS & Business Week A happy Scubatoys customer happens to work for Cisco Systems and helps them install Cisco products…then viral things happen… - ScubaToys wins Cisco ’ s “ Growing with Technology award ” as they succeed - with a website and online sales. - Gets featured in Cisco ’ s online newsletter - Then..ScubaToys sign us with UPS as their supplychain vendor - UPS does a feature article on ScubaToys in their newsletter - Then…BusinessWeek picks up on ScubaToys growing online business - and does a feature story on them -- ScubaToys gets written up in articles by 3 large Companies and visible to their millions of readers See:

Example of a website that grew exponentially with viral mktg: “Plenty of fish” Markus Frind HQ: Vancouver, BC a free dating site for users.. but brings in $millions in advertising using Google Adsense. Markus Frind and his girlfriend Annie Kanciar Headline on Inc Magazine cover: Markus Frind works one hour a day and brings in $10 million a year. …(thanks to viral mktg)

Viral Marketing … Intuit uses facebook & the free networking effect Use Facebook Pages & News Feed example : Intuit’s Turbo Tax –see article on eres Seth Greenberg’s presentation at Advertiser’s Conference: --embedded the ‘Like” Turbotax button 100,000 people “Friendcasting” their friends on Facebook He calculates 15 million free impressions from ‘’viral mktg’ on Facebook

Viral Marketing … online: Leverage the Mktg resources of others! Idea for small businesses: get visible in NYtimes, business week Examples: Scubatoys.com -a small business in Texas see: scubatoys.com/press/press.asp JetPens.com—a simple mention can bring a ‘flood’ of new orders BiRite Market in San Francisco—featured in NYtimes small biz section..feedback on their new website

Study Guide for Monday’s exam Excellent study guides are : The 14 Class presentations & 5 Team briefs Dr K, guests, Team briefs Waze, Prezi, OK Cupid, Airbnb, KickStarter homework assignments the textbook readings on the class presentation topics, …including eMarketing.. The Essential Guide to Online Marketing Rob Stokes and the Minds of Quirk --available by chapter in pdf format free online for exam– bring 1 page of notes (both sides) & a calculator The next few slides give specific topics to review ……

E-Commerce Textbook Chapters - to supplement our lectures & readings Laudon Text :Ch1: History of EC-winners & losers Ch2: EC Biz models Ch4: EC website features & elements Ch7: EC Mktg Communications-Internet Advertising, display ads, search engine ads, organic search, mktg, social network ads, online mktg metrics, SEO eMarketing online text.. The Essential Guide to Online Marketing-the chapterson mktg, seo, sem Guest Company Speakers: Google Adwords (Michael Reeves), Social Media Mktg, Maya Grinberg, WildFire/Google Linkedin-their business & Linkedin ads-Katerina & Will BookRenter- Sara Leoni

Important Topics to review Market research, microsite, target markets, sales funnel, The Sales Funnel—importance of metrics for mktg campaigns, Click though rate, conversion rate and CPA: cost per lead- or- cost per order, value propositions, the long tail, engagements,… EC websites-brochure ware vs online transaction sites. what ’ s the business, key elements: compelling calls to action, signups, active spaces, viral mktg, social networking. Types of Internet marketing to understand what they are and how they work: mktg, SEO, paid search,Viral Mktg, online advertising, Linkedin Pages, Linkedin ads,facebook pages, facebook ads

Topics for exam next Monday The PerfectPlan Case study--an effective use of mktg and a microsite to move target prospects through the sales funnel Viral Marketing --many ways to use online methods, tools, media to get more reach to potential customers Big Retail gets online religion for exam– bring 1 page of notes (both sides) & a calculator

Looking Ahead: weeks 5 – 6 – 7 – 8 Note: Monday Nov 5 is Exam Week#4: Oct 8: GoogleAdords –search mktg: Michael Reeves Oct 10: Team #3 presented dotcom brief …and mktg fundamentals Week #5 Oct 15 : Social Media Mktg: Maya GrinBerg, Wildfire/Google Oct 17: Team# 4 presents their dotcom brief and..highlights of PerfectPlan Case Study Week#6:Oct 22: Team#5 presented KickStarter Big Retail gets EC–religion—after a slow start Oct 24: Linkedin guest speakers Week#7: Oct 29: Bookrenter.com – Integrated mktg campaigns Oct 31: Viral Mktg and Exam study guide Week#8: Monday Nov 5: EXAM Wed: Nov 7: Threats to e-Commerce Week#10: Nov 26: Team Project presentations