Online mastery class one ron

Online Mastery (4-Part Series)

Session 1: Managing Technology

Worksheet

Online Mastery (4-Part Series)

Session 1: Managing Technology

July 10, 17, 24, 31 -- 2012Texas State University

Round Rock Higher Education Center

Online Mastery – Managing Technology

• Ron:• Introductions & Expectations• Class Concept, Customer, Problem• What Can We Do About This ?

• Ken:• Overview: Marketing with Technology• Overview: Online Strategies• Overview: Managing Websites• Overview: Managing Search Engine Optimization• Overview: Managing Social Media

Agenda


Ron Hash

Texas State University SBDC

Ken Partain

http:/www.wemakemarketingeasy.com

http:/www.discoverroundrock.com

Participants ???


Challenge the Hype-Cycle & Herd-Mentality …

“XXX is Therefore You Have to Do it”

No One Ever Asks …

Is XXX Relevant to Your Business?

What’s The Business Case for XXX?

What’s the Total Cost of Ownership ?

Perspective of CEO/Entrepreneur …

Pay, Implement, Maintain

Make Sense, Manage, Make Use

THE CLASS CONCEPT

Online Mastery – Managing TechnologyTHE CUSTOMER

Google:

50% Traditional/Small/Family Business Have No Online Presence

The Digital Divide: Digital Immigrants - Vs - Digital Natives

Disconnect: Generational, Conceptual, Semantic

Customer Definition:Traditional Small Businesses who must use and manage constantly evolvingtechnology to further their business goals. These are Small Businesses wholack the resources, competency, or attitude to compete in the online market.

Online Mastery – Managing TechnologyTHE CUSTOMER

3 Reactions:1. Super Techy Q&A Folks (D.I.Y.)

2. Feverish Note Takers (Hire Consultants)

3. Completely Bewildered (Do Nothing)

And, There is No Follow-Thru (Education to Action)

Why … 1. Real Constraints to Running a Real Business:

• Money, Time, Competency, Attitude2. No One Puts Technology into a Business Perspective:

• One Size Fits All vs. Business Relevance• Business Case, ROI, Road Map, TCO• Presumption that technology is the Miracle Pill

The Arguments are Invalid:

The Facebook Argument (idle time factor)

TheTwitter Argument (Justin Bieber vs. Carwash)

Online Mastery – Managing TechnologyTHE PROBLEM

Analogy …

The Role of the Business Analyst …

Translate Business Requirements into Technical Specifications, Designs, Databases, Processes.

Scope, Size, Budget, Manage Technology Projects

Measure Technology investments/projects in terms of Impact, Business Case, Total Cost of Ownership


Hopeless Frustration“I don’t know why I buy technology, but I know I have to have it”“I am confused by all the inconsistent/incoherent information”“I don’t know what questions to ask or what is even possible”“How do I know if I have hired a good technology person or not?”“No matter how much I spend on technology, it is always inadequate”“I don’t even know what I don’t know”

Objective Reality … Technology has a material impact on Small BusinessesSmall Business Technology is Stale, Unproductive, or TrappedEntrepreneurs Receive No Feedback on their Technology InvestmentsTechnology is a “significant” investment for many entrepreneurs


Problem Statement … 1. “Traditional” small/family businesses (Digital Immigrants) often lack the

resources, skills, and/or attitudes to compete in the internet marketplace. 2. Technicians and Consultants who offer to help (Digital Natives), often don’t

understand the challenges and constraints of “offline” entrepreneurship. 3. There is no intermediary (Analyst) to translate the entrepreneur’s business

requirements into manageable technical specifications.

Online Mastery – Managing TechnologyWHAT DO WE DO ABOUT THIS?

1. It Depends on Your Business and Your CustomersYour Customer Niche (Demographics, Psychographics, Buying Behavior)Your Product or Service (Business Offering, Value Proposition)Your Business Model (Strategic Advantage, Competitive Differentiation)Your Resource Commitments & Your Mode of Operations

2. You Need to Get Appropriate Help Technology has become it’s own Functional DomainFind or Create Information-Sharing, Support, NetworkDon’t Reinvent the Wheel – Look for Proven Solutions (Industry)Hire the Right Consultant / CTO / Analyst For Your Business

3. Use Tools to “Make Sense of it all” Look at Technology as an investment: Business Case JustificationResearch, Understand, and Budget for the “Total Cost of Ownership”Create a Technology Roadmap with Clear/Stated ObjectivesLearn Measurement / Impact / Analytical Tools

4. Get Creative !!!!


Overall / Website Search Social Media