[ swarm theory ]

Recently I’ve been working on Algerbikes.com -  a new ecommerce site for Grand Rapids, Michigan based bicycle retailer Alger Cyclery. This has been a special project because it moves away from my normal “consulting” role, and into one that is more hands-on with design and development. Its been fun AND frustrating, but now I know what I don’t know. The site is a work in progress, but we are definitely in it for the long haul with the goal of becoming a leading internet bicycle retailer.  Algerbikes.com

Looking to innovate your ecommerce program? Here is a seven step method for driving online growth and successful internet retailing.

This method allows for strategic alignment across the entire organization, and builds the eCommerce ecoSystem based on your specific business model.

The steps can be used to develop a new eBusiness, or add/enhance specific channels like email, affiliate marketing, social media or PPC.

1. DISCOVER. Look at the eBusiness concept (new or existing), then validate and define the requirements to execute a successful business model. Areas of focus include a historical and competitive performance review, site analysis, infrastructure review and online marketing audit.
2. PLAN. During this phase,  a full ecommerce business plan is developed to ensure that expectations and business goals are clearly defined. Relevant resource requirements and services are also identified in an ecommerce roadmap to guide the design and development of the recommended tactics.
3. DESIGN. The importance of a great user experience, visual design, graphic development and photography are clear, but the program specifications and business rules behind them are often overlooked. This stage outlines the elements and integration points that are required to ensure the program components are executed in alignment with the business model, brand standards, proper business timing and other important requirements.
4. DEVELOP. Here is where the plan begins to take shape, system components are developed and tactics are executed. Development elements may include the presentation layer, web production, system integration, programming, commerce engine configuration, content management, backoffice functions, database development and analytic systems.
5. LAUNCH. Launch planning is a critical step to ensure the proper timing and delivery of components to reach audiences at the right time through the channels they prefer. This stage also helps to place the right resources that will support each business component.
6. ANALYZE. Once a successful launch is achieved, it’s time to measure the results. Each element should have specific performance metrics previously defined in the planning stage — measuring success can be one of the most rewarding steps. Knowing how each element is performing against KPIs will identify areas of improvement and set the direction of future program elements.
7. OPTIMIZE. Analysis of system components is an ongoing process, where successful elements can be optimized and improvements can be made to trouble spots. The focus becomes KPI driven tweaks - small ongoing adjustments that keep the eCommerce ecoSystem performing at the highest level possible.
   

The October VeloNews “velonotes” featured laundry detergent that is gentle on cycling clothing. Unfortunately, they left out my favorite “kit friendly” detergent Dropps.

Dropps is an innovative liquid detergent that makes laundry “laundr-easy”. Its super concentrated formula fits in tiny pre-measured “toss-and-go” dissolvable pacs. Once unleashed in your washer its tough on dirt, but easy on your favorite kit. Added bonus - the small Dropps laundry pacs are travel friendly, making them must for your cycling getaway’s.

Internet Retailer recently ran a nice news feature about Brandtransfer. http://bit.ly/cYW4m4

We recently completed the first phase of an ecommerce re-vamp, email launch, new SM channels, and a PPC search marketing campaign for Baekgaard.  The Indiana based company designs colorful leather handbags, luggage, business bags and accessories for men and women.  Connect with Baekgaard on: Facebook / Twitter / Flickr

The 6th Annual LinkShare Golden Link Awards were held during the LinkShare Symposium on Tuesday, and one of the programs I developed and managed for client Vera Bradley Designs brought home the hardware (for runner-up :). We were bested by The North Face - provider of high-end technical apparel and equipment (killer gear!). 

The Golden Link Awards ceremony brought together more than 400 advertisers, publishers and partners to celebrate internet marketing & commerce industry leaders and innovators specializing in affiliate and search marketing.

Congrats to the entire team!

Rarely do you get to work with a client/company that is helping to change the world (by that I mean improve). Its also extremely rare that you get to be part of a movement to give an old, established industry a complete makeover. San Antonio, Texas based LionForce Building Systems is changing the housing industry…and I’m proud to be a part of the movement.

What started as a contract to help with performance marketing and social media has turned into a much larger, more ambitious engagement than expected - but in a good way. Our ecoLiving System is focused on dramatically improving the green home buying and living experience. It promises to change the way a new home is designed, purchased and built and accelerate the adoption of high performance green homes nationwide.

The ecoLiving System creates a platform that streamlines and coordinates architectural design, construction science, information technology and business process. By integrating intelligently designed software common to all of these industries, we can provide highly sustainable, energy efficient homes that can be personalized to accommodate a wide range customer needs and preferences, and geographic locations at a reasonable cost.

Join the conversation by following us on Twitter @ecolivingsystem

See more on the LionForce Flickr photostream

The use of SM by C-Level executives is becoming the subject of lot’s of SM discussion. How to use it, what to say, what not to say…and a wide range of other “standards” are being debated in companies around the globe. Is it really that complicated, or perhaps, just another symptom of the out-of-touch realities of most corporations (regarding SM)? Personally, I think its a “dammed if you do, dammed if you don’t” situation, mostly dependent upon corporate culture and the comfort level with being open and transparent - AND having the ability to deal with any “self-branding” that might result from employee SM participation.

A good article on this subject by Jonathan Paisner was recently posted on the AdvertisingAge website. The last paragraph relates to C-Level use of Twitter, and provides some excellent advise:

Twitter is yet another example of where brands have to accept a loss of control. In this case, it is not about putting the brand in the hands of the market but in the hands of the people for whom the brand is their livelihood. A certain amount of letting go is a necessity. We will undoubtedly see a few missteps in C-tweets, and we’ll learn and move on. Ultimately, the medium may change but basics of branding still apply — both for the brands themselves and for their executive stewards: Be true, be relevant, be transparent, respect your brand and your customers, don’t make a promise you can’t keep.