1. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 1 USING THE INTERNET AS A STRATEGIC BUSINESS TOOL A Basic Internet Guide 2’nd in a series Presented by: Mark S. Deion DEION ASSOCIATES & STRATEGIES, INC.

2. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 2 Introduction: Not everyone is on-line, but internet technology allows you to deal with people who are on-line and off-line. It allows you to significantly reduce costs. It allows you to significantly increase performance.

3. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 3 Introduction: (cont) Relate your internet plan to cost reductions and operational enhancements and you will be able to justify all internet expenditures! We suggest you review other internet development material on our web site at: http://www.deionassociates.com

4. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 4 Introduction: (cont) Don’t just…..“do it”. Do it well! Do it with a plan! Do it with measurable objectives!! Think globally, act locally AND globally!

5. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 5 Key Issues: Implementation Plan Cost Reduction E-Mail Policy Performance Review Customer Relationship Analysis Security Search Engines

6. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 6 Implementation Plan: Establish an Internet Implementation Plan Use multi-directional communication for input: –Management Staff –Company Customers (end users) –Company internet professionals –Company other internet users

7. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 7 Implementation Plan: (cont) Ask: –What do you want the internet to do for you? –What will your staff use it for? –What will your customers use it for? How are they currently using the internet? –Are your competitors using the internet? How? Will they be able to use your internet data to their advantage? –What is the “bottom line” for your plan?

8. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 8 Implementation Plan: (cont) Develop a multi-phase implementation plan –Initiate phases to facilitate: Integration with staff Integration with customers Revision and re-development –Don’t expect to do everything at once! –Be prepared to constantly revise your plan!

9. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 9 Implementation Plan: (cont) Establish realistic operational and performance goals & objectives: –Cost Reduction –Increased Staff performance –Enhanced customer relations Existing / Prospective –Increased marketing activities Existing markets New markets

10. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 10 Cost Reduction: Printing –Labor Costs Personnel time Sub-contractors (printing, design, etc,) –Material costs Stationery Collateral material Catalogs

11. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 11 Cost Reduction: (cont) Telephone –Reduce personnel time Eliminate “on-hold” time Reduce response time –Reduce telephone charges Local Long distance –Internet access plans can be coordinated to facilitate all your telco communication needs.

12. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 12 Cost Reduction: (cont) Fax –Reduce line usage –Reduce telephone charges Local Long distance) –Reduce equipment and supplies expense –Reduce personnel time Staff waiting to send / receive faxes Re-entry of faxed data into software

13. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 13 Cost Reduction: (cont) –For some interesting fax cost saving programs Check out: http://www.Fax4Free.comhttp://www.Fax4Free.com Check out: http://www.callwave.comhttp://www.callwave.com Mail –Reduction of “mail-out” expense Refer customers to web site data –Maintain product / service catalogs on-line

14. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 14 Cost Reduction: (cont) Distribute data via E-Mail lists –Alert customers to price changes, new products –Alert customers to policies and helpful information –Provide customers with “Free” helpful information –New market penetration Reach out to new customers without knowing who they are –Web site data can be “searched for” by potential customers –Potential customers can “find” you rather than you “finding” them and paying the expense to forward information to them

15. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 15 Cost Reduction: (cont) Personnel Time –Accomplish more work in less time Reduce time to complete tasks –Offer more things to existing customers Increased efficiency allows for increased customer service –Offer more things to prospective customers Increased efficiency allows for increased service to prospects

16. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 16 Cost Reduction: (cont) –Offer more things for a fraction of the traditional cost Increased marketing capabilities Increased information dissemination Faster response time to requests for information Faster (real time) business transactions

17. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 17 E-Mail Policy: Establish E-Mail Policies & Protocols Establish guidelines for E-mail usage –Make sure your personnel is aware of and complies with your policies and procedures Answer your E-Mail! –Demand a timely response to ALL E-Mail messages received!!!

18. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 18 E-Mail Policy: (cont) What to send –Only send “appropriate” information Do not send “spam” Do not send massive amounts of un-requested information How to send –Send information in a format usable by the recipient

19. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 19 E-Mail Policy: (cont) Who to send to –Originator of message –Recipients who would value the information being sent When to send –Send information which is “time sensitive” and would be valued by the recipient(s) –Send information which is requested in a timely fashion

20. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 20 E-Mail Policy: (cont) How to respond –Respond to recipient –Respond in a timely fashion –Do not use “cc:” or “Bcc:” unless appropriate –Do not use “reply” which copies the entire original message and original recipient list unless appropriate If you use “reply”, edit the original message

21. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 21 E-Mail Policy: (cont) Content of messages –Proprietary information What is allowed? –Make sure your personnel knows what they may send! What is restricted? –Make sure your personnel knows what they may not send!! –Appropriate comments Be polite and courteous “at all times” –Do not send inappropriate remarks via E-Mail –Do not argue via E-Mail

22. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 22 E-Mail Policy: (cont) Ease of Use –File attachments Only attach files if file size and file format requires it –Do not attach small files unless there is a reason for doing so –Do not attach small file size memos. Cut and paste text of message into the E-Mail message. If you attach a file, note the file type in the text of message –Don’t attach files that recipients cannot open –Do not open or send executable files (.exe) unless: »Sender and recipient are aware of purpose for doing so »Sender and recipient confirm integrity of.exe file

23. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 23 E-Mail Policy: (cont) –Replying to messages received Using “Reply” automatically copies the original message If you use “Reply”: –Edit the original message to reduce length/content »You can insert your comments within the text to increase relevancy If you communicate back and forth with another person using “Reply” all previous reply messages will be listed –Edit the message to reduce length/content Do not “Reply to All” unless required

24. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 24 E-Mail Policy: (cont) –Forwarding messages received Using “Forward” automatically copies the original message and the list of recipients If you Forward a message which was Forwarded to you, the entire Forwarding history will be listed on the recipient’s E- Mail message –Edit the message to only Forward the original message –Edit the message to remove the Forwarding history

25. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 25 E-Mail Policy: (cont) –Learn how to use: “To:” –This option will let you send a message to anyone listed in the “To:” section. If you select a group of people or various E-Mail lists, these E-Mail address will appear in the in the E-Mail message received by all recipients. –If you’re sending a message to numerous people, it might not be advisable to have every recipient know who the message was sent to. You could be revealing valuable marketing information! –Also, no one likes to receive a one sentence message with a 3- page list of all the people the E-Mail message was sent to

26. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 26 E-Mail Policy: (cont) “cc:” (carbon copy) –This option will let all recipients know who the message was sent to, and who it was copied to –Every message received will list all of the “To” and “cc” recipients “Bcc:” (Blind carbon copy) –This option eliminates the list of recipients »Each recipient only sees their own E-Mail address –When sending a bulk E-Mail message, this option eliminates: »The long list of E-mail recipients »The potential to disclose valuable E-Mail address information

27. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 27 E-Mail Policy: (cont) For additional E-Mail Hints, check out: http://www.deionassociates.com/ehints.htm http://www.deionassociates.com/ehints.htm For E-Mail software data, check out: http://www.deionassociates.com/hplist/in4.htm http://www.deionassociates.com/hplist/in4.htm

28. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 28 Performance Review: Create a Company-wide Internet Plan Performance Review Process Establish measurable goals and objectives –Review performance based upon: Time Financial impact –Cost savings –Increased financial leverage

29. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 29 Performance Review: (cont) Enhanced personnel performance Enhanced customer / vendor relationships Educate your staff –Provide training in all aspects of internet usage Encourage cross training of staff members and departments Establish performance review parameters –Provide training to support desired goals Illustrate how to guarantee positive impact –Don’t assume they’ll figure it out on their own

30. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 30 Performance Review: (cont) Measure the impact on: –Operations: Determine what has been accomplished –What is better? –What needs to be improved? –What needs to be revised? –How can use of the internet make other activities more effective and efficient? –Sales efforts: Are you able to increase sales?

31. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 31 Performance Review: (cont) –Marketing activities: Are you able to: –Expand your market share? –Enter into new market areas? –Market new product / service lines? –Customer relations: Can you service more customers? Can you service existing customers more effectively? What is your customer approval rating?

32. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 32 Performance Review: (cont) Determine positive and negative impacts –Identify positive impacts Ask your staff what works well, and why? Establish support plans to maintain and enhance Expand use of positive results to other areas of business –Identify negative impacts Ask your staff what doesn’t work well, and why? Implement corrective measures Make necessary adjustments to internet plan

33. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 33 Customer Relationship Analysis: Determine what your customers want before you develop your plan –Encourage them to participate in development process How will they use the internet with you? What will make the internet a viable tool for them? –Encourage them to participate in the review process Does your internet plan enhance their operation? Does your internet plan enhance their performance? Does your internet plan impact their finances?

34. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 34 Customer Relationship Analysis: (cont) –Request input on future development What additional options/features are desirable? Offer training assistance on internet usage

35. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 35 Security: Web site data –Assure web site data security and integrity Design plan with internal / external site host Control access to data revision Develop plan to prevent outside “hacker” Password, hardware, software protection Internet - Intranet - Extranet –Protect internal data from outside access Firewalls, remote servers, extranet, etc. Password, hardware, software protection

36. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 36 Security: (cont) E-Mail / File transmission –Establish security protocols for: E-mail attachments File transfers / downloads Utilize remote storage facilities Beware of the “.exe” file –Utilize virus scanning software Update frequently! Utilize remote storage facilities

37. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 37 Search Engines: Learn how to use the various search engines –Practice and learn the different search parameters –Learn how each engine compiles/indexes data –Try the same search on different engines Compare the results Develop search engine use skills Learn which engines are best for which types of searches Share these results with your staff

38. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 38 Search Engines: (cont) Perform test searches –Determine if the data returned is relevant Refine your search Use a different engine –Develop search guidelines for your staff Bookmark valuable sites –Share bookmarks with staff For a list of search engines, check out: http://www.deionassociates.com/hplist/in6.htm

39. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 39 Conclusion: We hope you will be able to use some of this information to assist in the development of your internet program. We recommend that you research what others have done on the internet to make your job easier. Remember, the internet is only a tool. Use this tool to have a positive impact on the performance of your company.

40. © Copyright 1999DEION ASSOCIATES & STRATEGIES, INC. 40 Additional Resources: This presentation and numerous other internet related presentations, articles and seminars can be accessed on our web site at: http://www.deionassociates.com http://www.deionassociates.com Mark S. Deion President DEION ASSOCIATES & STRATEGIES, INC. 106 Tyler Street Warwick, RI 02888-2704 Tel: 401-732-0457 Fax: 401-732-8767 E-Mail: marks@deionassociates.commarks@deionassociates.com URL: http://www.deionassociates.comhttp://www.deionassociates.com