Amar E. Chakravarthi’s Blog

Google Analytics ( http://www.google.com/analytics/ ) allows webmasters/developers to easily track actions visitors take on websites. It’s easy to customize Google Analytics to track a wide variety of events for your site. You just need to modify your code to match your website’s specific needs/functions. Google Analytics event tracking guide ( http://code.google.com/apis/analytics/docs/tracking/eventTrackerGuide.html ) will walk you step-by-step through the process.

However, before you can track these events you need to have goals in mind and ask yourself some basic questions. If you have an e-commerce site you might want to ask the following questions: How many sales did I generate last month/last week? How many people are clicking on Product A on the products page?

The Benefits of Event Tracking
Event tracking will help improve your overall online sales and marketing goals. You will have a better understanding of your visitors’ actions. If you’re an e-commerce site, it allows you to figure out why a certain product isn’t selling (what’s popular, etc).

Maybe you are trying to boost membership on your site, and people aren’t opting-in to your site. You can basically track everything your visitors are doing and improve upon your site as a result.

Getting Started with Event Tracking
It’s easy to get started on Google Analytics. The following steps walk you through the basics of getting started with event tracking:

• Log into Google Analytics (if you don’t have an account, you’ll need to set one up before you proceed).

• You’ll need to create a new profile for your site. Go to “Analytics Setting” and choose “Create New Website Profile.”

• Choose a “Website Profile Type” – click either “Add a Profile for a New Domain” or “Add a Profile for an Existing Domain.”

• Enter the URL of your website that you want to be tracked. In the drop-down menu, choose either http:// or https:// format (choose your country, time zone, etc.)

• Click “Finish” and the tracking page will open and your tracking code will appear.

• Cut/paste your tracking code, and then insert tracking code before body tags of code for all the web pages you want to track.

• Read this guide from Google that explains how to track events on Google Analytics and either implement it yourself or have your developer take care of this for you.

Most Common Event Tracking
You can also customize your tracking in order to generate specific data/reports. However, modifications to the tracking code will need to happen before your visitor’s actions can be accurately reported. Event tracking really depends on the specific goals and needs of your site, and what you want to track.

Here are some common events that are tracked:

• Ecommerce activity/shopping cart purchases

• When visitors download PDFs/files or click a certain button on a page

• Member functions such as tracking new member sign-ups, log-ins, etc.

• Banner Ad exits – tracks which banner ads visitors click on to leave your site and which advertisers they visit

• Outbound links – how many times visitors click on links leading away from your site

• Actions that don’t take users to new pages – if a visitor clicks the play button to watch/listen to audio or video on your site

• Tracks Flash, Ajax and Javascript content

• Page widgets

Most business processes and competencies have not changed much in hundreds of years. Take accounting for example. Other than the introduction of computers and software, which was huge, and various changes in regulations, accounting is performed just as it was 500 years ago. And, for the most part, the same was true for marketing. That is until the invention and acceptance of the Internet. Since then, marketing has been turned on its ear. If you are a small business that is still marketing they same way you did 10-15 years ago, chances are you are wasting a lot of marketing dollars and your results are far less than they could and should be.

As a small business counselor/advocate, lately, I am bombarded with questions about “social media and networking”. It is certainly a buzz phrase these days, but, not many in the small business community seem to know a lot about it. Furthermore, they fail to realize that in most cases, social media and networking is not a stand alone strategy/technique but rather an extension or enhancement of other types of online marketing. Nonetheless, it should be an integral component as it is hot, inexpensive and effective when used correctly and in conjunction with a total online marketing strategy/technique.

As a result of intense interest by my clients and others, I have decided to take on the dangerous task of explaining the total Web 2.0 Online marketing strategy (including social media/networking) through a series of posts (of which this is the first) as it is far too comprehensive and detailed to address in a singe article. I describe this task as dangerous because I know it will stimulate a lot of comments due to definitions (it means different things to different people), what is included and what is not, and my approach to certain issues. To minimize these risks, I have invited others to assist me and contribute in areas where they are more knowledgeable and skilled than am I in order to bring you the best education possible.

This article is simply an overview of the various aspects of Web 2.0 online marketing. Each of the ensuing articles in the series will drill down on a single aspect.

Web 2.0 Online Marketing

Overview
One reason you have not seen articles on this subject from me sooner is that I have been trying to figure out the best way to explain it. Recently, I saw a great graphic created in 2008 by Anita Campbell of Small Business Trends that illustrated the ROI impact of various aspects of Web 2.0 online marketing. However, it left out a couple of things I wanted to cover and many things have changed since 2008. So inspired by Campbell’s concept, I recreated her graphic representing how the most significant ROI impact begins with an effective website and radiates outward.

Now, I realize that it looks rather intimidating. It really isn’t, once you understand what each activity is and how it works. So, I will give you a short overview of each below and will go into depth on each of these strategies/techniques in subsequent articles in the series over the next few weeks.

Bulls-Eye
In the graphic, your website is the “bulls-eye” or center of your Web 2.0 online marketing strategy. Think of it as your virtual store/office. This is where business is conducted and, as such, provides the highest return on investment (ROI).  Everything else represented on the graphic is available to increase the amount of business you do at your website. Expect an article on websites within the next week or so as it is the next up in the series.

Second Ring
Located in this ring are initiatives such as autoresponders, blogs, pay-per-click advertising, email marketing, online press releases, and search engine optimization (SEO). Once your website is in place, the marketing activities/techniques in this second ring should be your next priority consideration because they are critical to increasing the activity at your website and will net you the next highest ROI.

Third Ring
The strategies/techniques in the third ring are not necessarily less important than those in the second ring but simply net a smaller ROI relative to the amount of time and/or expense required to execute them. Take affiliate programs for example. If your business is totally web-based and you are selling products, offering an affiliate program might be among the most important things you do. However, you will need to pay a commission (25%-50%) on each sale generated by your affiliates. So unless you can sell your product with huge margins, there is a substantial cost associated with it. Many of these strategies/techniques require an investment of time but are usually totally or mostly free. And, they can have a very positive impact on traffic and orders.

In conclusion, other than alerting you to your choice of Web 2.0 online marketing strategies/techniques with a fancy graphic, I realize that I have not provided many details. Rest assured that in the weeks to come, I will provide you with detailed information on each of these strategies/techniques. You won’t want to miss a single post in this series. So how can you prevent that from happening? There are a couple of things you can do:

1. Subscribe to my RSS feed by either email or reader . If you are unfamiliar with RSS Readers, then select “Subscribe By Email” and every time I post a new article, you will receive an email about the article. With one click you will be at the new article.
2. Bookmark this page and come back to check it whenever you can as I will add links to this page each time I post a new article in the series. However, if your memory is anything like mine and your “Favorites” has as many bookmarks as mine, you will probably find that the first option will work better for you.

Doing business is essentially doing trade. Trade means exchanging goods. Exchanging involves giving and taking. This is like the dynamic equilibrium chemists talk about. But instead of atoms or molecules, goods are exchanged. Somehow, you are the door to those goods, and your name is the door to you, so other people will remember you when they remember your name. If you assist them and listen to them when they are in need of something you can provide, they will remember you when it comes to trading that is, doing business. When this happens, you will have started a business network. For this network to grow and be kept alive, you should keep in mind the following facts:

1. First of all, you’ll have to look in the right places in order to see the elements your business network consists of. Be aware that your clients are the most important element of this network. If you lose contact with them, or if you take them for granted, you’ll pay the price. Use their complaints as information, especially when it comes to your own suppliers. If you sell computers, for example, and your clients complain about their performance, you should consider changing your hardware supplier.

2. Share your information. When you find a good supplier, let others know about it, don’t keep this to yourself. That way, you’ll be helping your supplier’s business, and they’ll learn that doing business with you helps them grow.

3. Become a solution, but not a painful one. It’s not about being necessary; it’s about being sufficient (no matter what marketing schools say). Don’t base your business relations on excuses and illness; base them on friendship and aid.

4. Have a clear understanding of what your goal is; try to have a philosophy of your own and believe in it. Learn from others and their mistakes, rather than their success. Often, business people don’t have any idea of why they did well, though they think they do. Look for books about well-known catastrophic mistakes in business history.

5. Keep in touch with your clients. Call them, ask them how they’re doing and do the same with your suppliers. Meet people and listen to what they have to say, share your experience, too. As a famous scientist said, all we have to do is make sure we keep talking.

Do any of the following happen to you when you meet a new person for the first time: your palms start to sweat, you can’t think of anything to say, you become self-conscious about everything you say or do, you stutter when you try to speak, you just want to curl up in a ball and hide?

If you’re in a career which requires business networking or you simply want to meet new people, one factor which might hinder your success in this arena is a problem with shyness.

Luckily, being shy doesn’t mean you’re stuck with an incurable disease. Instead, there are ways to conquer your inhibitions and learn to come out of your socially-shy shell. We’ve discovered four key ways to help with the battle.

1. Stop thinking about yourself and focus on other people
If you start feeling self-conscious about yourself or analyzing how you appear when you meet a new person, try and focus your attention on your new associates instead. Who are they and what are they saying to you? What are the things you like about them? What would you like to know more about them? By switching your attention to other people, you’ll help yourself forget your shyness and make yourself a more attentive person to talk to at the same time.

2. Get your mind working positively
Try these techniques to help reprogram the way you feel about yourself. Firstly visualize – imagine yourself in networking scenarios where you act calm, confident and naturally yourself. Secondly, destroy negative words or statements in your head, e.g., ‘I have nothing useful to say’. Instead, repeat positive words and statements to yourself, e.g, ‘I have valuable things to contribute’. By reinforcing positive thoughts and images about yourself in your mind, you’ll help override the negative ones.

3. Accept Rejection
Not everyone you meet will instantly like you – the same way that you may not like every person you meet. Learn to accept this fact of life and not to take it personally if someone doesn’t show the same interest in you. Instead, use the opportunity to help you become more confident because you are able to move on.

4. Learn to like yourself
If you can sit and think about the things you like the most about yourself, you’re sure to discover a dozen or so reasons why other people should like you too. Focus on your strengths and you’ll soon forget your weaknesses. Not a good talker? Well maybe you’re a more sensitive listener. Not good at making jokes? Perhaps you’re great at sharing anecdotes. Aim to be yourself – the self that you like – and you’ll have nothing to be shy about.

1. Obtain top-level support from the school administration, your school district’s operation and maintenance staff and your schools custodial staff. Discuss how the program can reduce costs for the school by lowering their disposal costs.

2. Appoint a recycling coordinator, teacher, class or club to implement your program. The best teams have students, teachers, principals, administration and parents who are willing to help.

3. Conduct a waste audit to determine waste composition and volume of materials, what portion can be recycled, re–used, reduced, or eliminated and what recyclable material could be substituted for non–recyclable materials currently in use. Ask your hauler if they will pickup your recycling or check the RecycleWorks Database for companies to provide that service.

4. As a team, define your goals and ensure that each member has a role.

5. It is a good idea to choose one or two recyclables to start your new program (i.e. cardboard and mixed paper). Once your program is functioning smoothly, expand your program to include more recyclable materials. Focusing on recycling one commodity at a time allows you to work out the difficulties that may arise with contractual, collection, sorting and educational components.

a. Team members can choose the right type of collection container such as restricted openings or slots for paper to keep the garbage out of the recyclables. For more information on containers, check the buy recycled database or call the RecycleWorks hotline at 1–888–442–2666.

b. The team will need to determine where containers should be placed on your school sites based upon what the audit has determined. Recycling bins need to have trash receptacles next to them or your recycling containers may be used for garbage.

c. The recycle team will empty the collection containers bins into larger containers on site so the recycling company can pick them up. Develop this collection system with your school custodial staff. If this part of the program is not managed correctly, recyclables can find their way back into the garbage receptacles.

d. The team can create signs or contact local businesses as corporate sponsors and alert the local media of the program. Consider holding a kick–off event at your school site and perhaps tracking and graphing your recycling success to share with your students every month.

e. Based on the waste audit, the team may suggest revising existing procurement policies. They may request replacing non–recyclable items with ones that can be recycled or re–used. The team can educate students and staff through in class presentations or a school–wide assembly. Make sure to include school custodians in your education program

f. Some schools collect the can and bottle containers, bring them to a local recycler and use the proceeds to purchase recycling containers, fund field trips, and or have an end–of–the–year pizza party for the recycling team.

As a result of your new recycling program you will find that recyclables are being diverted from the waste stream and you are helping to keep valuable natural resources from ending up in a landfill. You may find that your school is now able to reduce the size or quantity of the waste collection dumpsters or to lower the frequency that garbage is picked–up at your school site. Not only will you save money for your school, you will be educating the next generation on the value of caring for our community and environment.

. Accountability

· Adaptability

· Brand

· Capability

· Charisma

· Commitment

· Communication

· Creativity

· Decisiveness

· Excellence

· Expertise

· Focus

· Friendliness

· Fun

· Hard work

· Helpfulness

· Honesty

· Humour

· Innovation

· Integrity

· Intelligence

· Knowledge

· Openness

· Optimism

· Passion

· Performance

· Politeness

· Positive

· Professionalism

· Punctuality

· Resourcefulness

· Respect

· Service

· Simplicity

· Speed

· Straightforwardness

· Success

· Systems

· Teamwork

· Technology

· Tenacity

· Trust

· Truth

· Value

1. Step 1

   Stay Home
   If you are sick or have any flu-like symptoms, stay home. Do not go to school or work. Swine flu symptoms may mimic those of regular flu and cold symptoms.

2. Step 2

   Contain Your Cough
   Cough or sneeze into the crook (inside elbow) of your arm. This way you do not transfer the germs to your hands and then to every object you touch. Swine flu is very contagious, and can spread easily by touching an infected object and then touching your face. A flu mask will help you avoid infection in enclosed spaces.

3. Step 3

   Wash Hands Frequently
   Wash hands constantly to avoid swine flu. Anything you touch may be affected, so keeping hands clean will help you avoid infection.

4. Step 4

   Hand Sanitizer
   Carry hand sanitizer with you. If you have things others have touched, use your hand sanitizer to avoid swine flu infection. In addition, avoid shaking hands or other hand to hand contact whenever possible. Also avoid kissing on the cheek or other face to face contact as a greeting method.

5. Step 5

   Public Facilities
   Touch public handles and pens as little as possible. These are loaded with germs that may carry the swine flu virus.

6. Step 6

   Air Travel
   When you fly, be most diligent about following these guidelines. Transferring any flu, including swine flu, is most likely in close quarters like an airplane.

7. Step 7

   Clean Your Produce
   The life span of a virus is different for each and can vary from as much as 48 hours to 100 years depending on the hardiness of the virus. Although there have been no known cases of swine flu transmission through fruit and vegetable consumption, there does seem to be some concern about the possibility. The best bet is to buy locally grown fruits and vegetables if possible. Make sure you wash your fruits and vegetables with water, and soak for greater effectiveness. Washes and using chlorinated rinses have not been proven to work. So far there have been no cases of swine flu transmission through fruits and vegetable sources.

8. Step 8

   Avoid Crowds
   Stay out of crowds as much as possible. Close proximity to other people will heighten your chances of to get swine flu. Wear a surgical mask in areas of high traffic concentration. Try to stay at least 3-6 feet away from people.

9. Step 9

   Eating and Drinking
   Do not eat or drink after others without complete sanitization of containers or utensils. Swine flu can be transmitted by contact with infected eating utensils.

10. Step 10

    Vaccinations
    Vaccinations are not effective against the H1N1 virus. If you contract the virus get to the doctor within 36 hours and ask for Tamiflu or Relenza. These antiviral medicines will halt the progression of H1N1 or Swine flu virus.

11. Step 11

    Visit Your Doctor
    Get to a doctor immediately if you develop symptoms of swine flu including high fever and body aches. Swine flu can be deadly, and it is imperative to get to a physician immediately if you think you have swine flu symptoms and think you might have contracted the swine flu virus. Both Tamiflu and Relenza are antiviral medicines that are currently effective against some strains of Swine Flu. These medicines should be taken within 36 hours of flu infection for maximum effectiveness.

There are several ways to reduce operational business expenses. Some of these suggestions can save you significant money within moments.

STAFF

Find outsourcing and contracting opportunities for ‘ad-hoc’ services. This step can significantly increase business capital.

OFFICE SUPPLIES

Consider a company-wide ‘green’ initiative. Try a no-print policy for emails and/or print on both sides of the paper.

OFFICE SPACE

Working from home is one of the quickest ways to reduce the company’s overhead costs. With a standard office, there are several expensive costs such as facility, landscaping, and lease management. Not to mention the property taxes and other operational expenses.

CONFERENCING

Using the Internet via web conferencing can save time, costs (travel, phone) and valuable energy.

https://www2.gotomeeting.com/?Portal=www.gotomeeting.com

http://freeconferencepro.com/

VENDOR MANAGEMENT

Working closely with your vendors and ensuring that they are abiding by the terms and conditions of the contract can reduce overhead costs significantly.

COMPANY PURCHASING

Identify areas in the company whereby purchasing as a group could be more financially efficient. When making a bulk purchase some vendors can give instant savings based upon the amount of items acquired.