This Edition's Features:
Effective Email
Internet Traps
Computer Viruses
June, 2001
Last month, we introduced you to Email Stationery and the services of Quality Matters Pty Ltd.  Di O'Shea (Quality Matters) has since worked with several Members and as a result has offered valuable feedback that is not only interesting but could be of some concern to you.  She describes the common mistakes made by the majority of small business owners and managers and also, more importantly, the potentially dangerous situations you may find yourselves in, unless you are fully aware of your facts.  We recommend you take the time to read Di's full report for more detailed information - but here is an overview. 
           
Email:
Your email system provides many opportunities for you to promote your business.  It costs nothing - ie no printing, stationery or postage.  It is important to learn how to configure your email system to work the way you want it to; to retain, organise and manipulate email data; and to use email as a marketing tool.  You have the opportunity to easily build a database of contacts and to keep your business "in front" of those contacts - you just need to learn how to do it.  It's not hard - just different.
    
Internet: 
The initial (and on-going) development of your Web presence would have been expensive, with multiple listings in on-line Directories and the development of your own Web site.  It is extremely important that you understand what you have; the importance of maintaining it; and the benefits in monitoring it.  
Two of the most surprising things in Di's report are her comments about "ownership" and "awareness".  That is, knowing that YOU own all components of your Web presence and that YOU are the contact point for all of them.  
Your Web site has 4 main components, which you should understand.  They are:
A registered Domain name: which is registered with a National authority and is renewable.  It is essential that you own the Domain Name and that your contact details are included in the registration details to avoid inadvertent cancellation of the name.
A Domain: which is space "rented" on a Host computer.  The company that hosts the site should have your contact details - and you must have their details.  You must also know the username and password that this company provides for you (or your agent) to make changes to your site.  
Content: which is subject to change.  You should immediately update details on your site and all other listings (in on-line Directories) that become incorrect or out of date.  It is highly recommended that you regularly review the content of your site and all other occurrences of your information on the Internet.
Email: which allows you to have your own (Domain name) email addresses.  You should have email addresses that show your Domain name following the @ symbol.  This is a standard component of "hosting" packages provided with your rented Domain space. 
  
Viruses:          
Di provides a pertinent reminder to be very aware of potential viruses and to take effective precautions to prevent them having an impact on your systems.
        
Quality Matters can assist you to understand these issues and to help you to take control.  They offer on-site consulting and training services to QRAMA members at a discounted rate of $77 per hour (including GST).  They also have special "assistance" packages, which may help you to ease into this new form of marketing and to become aware of your current situation.  If you are interested, we suggest you contact Di O'Shea either by Email: di@infm.com or on her mobile 0417 779 552 or leave a message on 07 3216 0888.  
           
Here is Di O'Shea's report in full:
Internet Traps:
Resulting from research that shows travel and travel destinations as the second most popular reason for people using the Internet, the Travel and Tourism Industries have accepted the Internet as an essential business requirement.  Unfortunately, there are several potential problems which will become evident as time passes and ones which everyone who relies on the Internet for email and on-line advertising must be aware and must control.  In working with some QRAMA Members, it was evident that there is some misunderstanding about the intricacies and idiosyncrasies of a Web presence.  These are common problems experienced by small businesspeople who cannot be expected to be experts in all the business facets we find ourselves concerned with today.  However, it is essential that we all have a basic awareness of the facts and the potential problems associated with anything that we come to rely on.  The following are some of those things.
Ownership
In most cases, Web sites are prepared by a Web Developer or Consultant, employed by a business owner/manager to attend to various steps involved in the Web development or Web marketing process.  These steps include:
  1. Register the Domain name (eg yourplace.com.au);
  2. Organise (rent) space on a Host Server;
  3. Design, build and publish the Web site;
  4. Set-up Domain related Email.

Usually the Domain name is registered for 2 years.  The Domain name must have some similarity to the Company or Business name for which it is to be used.  However, it is possible that a Business name can be used to authenticate the Domain name but the owner could be an individual or Company.  At the time of registration, 2 contacts are required - one being a technical contact, the other an Admin contact.  It is essential to know who those contacts are and that they are people in whom you have complete long term trust (or they are you) - otherwise you may find that your Domain name is de-registered because of non-renewal.
Another situation where this problem can arise is when a Business changes hands.  Unfortunately, this is a fairly grey area that the authorities have not got right yet.  It will begin to cause problems as time goes by.
A Web Hosting service is also usually acquired on the owner's behalf by the Developer/Consultant - and, once again, the contact person should be you, the owner, (or a trusted associate) to avoid non-renewal of the Hosting service.  Explanation: The Hosting Service provides space on their computer for your Web site to be "published" electronically and there it sits waiting for people to visit.  When someone types (or clicks on) your web address, they go through the Domain registry that points them to the place on your Host's computer where your site is located.    
Email and your Web site
The most common mistake made by businesses (having established their Web site) is to continue using and promoting their ISP's (Internet Service Provider's) supplied Email address.  This mistake has been made by many QRAMA members.
With all Web Hosting packages (to my knowledge) a basic component is the provision of at least 1 mailbox (usually more).  Your Developer would have defined how mail would be handled when it arrives in this mailbox.  In addition, they "should have" set-up your computer's email system to access this mailbox and download all incoming mail.
Sometimes the Developer will complete this set-up correctly but just forget to explain the significance.  In another situation, the Developer may set-up a diversion, sending mail that comes into the mailbox on your Host server to your ISP's mailbox.
There are several reasons why it is important to use Your Email Address but probably the most important reason for doing so is to avoid a potential major expense in the future, should you ever decide or have a need to change ISPs.  The major expense results in the need to reproduce all printed stationery (brochures, letterheads, business cards etc) that show your email address.  You should not be locked into any ISP for any purpose.  Having your own registered domain should provide you with the flexibility to change ISPs as necessary - but only if you set-up your email addresses properly.
Regular Reviews
Many Members understand the potential of the Internet and have a presence in several locations.  Unfortunately, it is easy to lose track of just how many listings are in existence, which can mean that some entries may contain incorrect ie out of date information. It is essential that you are aware of EVERY Web occurrence (ie page, listing and web site) so that all details can be checked regularly and updated as and when required.  Few Internet Providers will remind you to check your entries (except when renewal is due) but incorrect or insufficient details can be damaging and potentially costly.  Don't forget, every entry you have on the Internet is available to anyone, anywhere in the world (with Internet access), 24 hours a day, 365 days a year.
Monitoring Traffic
As with all marketing and advertising, it is essential to monitor the effectiveness of your Internet presence.  You can and should be monitoring traffic to your Web site by way of a reporting system that is probably available to you - but about which you are unaware.  Enquiries and bookings are NOT the best measure.  They will only tell you how many people liked your site - not how many found you, how they found you, what they were looking for and possibly even why they didn't continue with the enquiry. 
Monitoring responses to Directory Listings is easy - again you will receive an enquiry/booking.  However, getting a report on traffic to your listing could be very difficult, expensive or just impossible.  This depends entirely on the way the listing/entry and the Directory is structured - but knowing how many people have "seen" your entry would significantly help your decision to renew the entry OR NOT. 
Search Engine Clutter
  • Search engines are full of sites offering accommodation;
  • Most of the prime positions in these search engines are held by sites who either pay for the top ranking or who continually re-submit their URL (Web address);
  • Most of the sites with top ranking are those of Accommodation Directories;
  • Most of the Accommodation Directories are little more than On-line Reservation Systems ie Booking Agents;
  • There are now thousands of so-called Search Engines and Accommodation or Travel Directories.

Search engines are now less beneficial to an individual establishment trying to promote their Web site.  If you want to prove this for yourself, go into a couple of the major ones eg www.yahoo.com ; www.msn.com ; www.altavista.com ; www.looksmart.com ; www.excite.com and try to find your web site by typing in key words of  "accommodation" and your location.
The best solution is to develop your own Electronic Marketing to reach your existing (and some new) Clients.  It is the most cost effective advertising/marketing you will ever do.
       
Effective Email:
As it is in most small businesses, many Members were struggling - not just with the potential benefits email could offer but even with the basic user functions which, when understood and used, can save so much time and frustration.  The best news of all is that the functions are not complicated - you just need to know the basics.
The Internet and more specifically Email, was thrust upon us with no explanation.  It took me 18 months of solid research and development to realise the significance of this innovation and how it will impact on business.  Unlike other small business managers, this time was my main work focus.  I didn't have another job that had priority - so it is easy for me to understand how most Managers don't know the finer points.  But I want them to learn - to take advantage of this amazingly effective and inexpensive tool by understanding the potential and knowing how to use it.
Here are some examples of the types of problems I found, relating to Email, when talking with the Managers (and other small business owners). 
  • Email "options" incorrectly set-up;
  • Not regularly checking for incoming mail.  (Some only checking their email once a day - similar to checking the post office box);
  • Sending emails with no identification or contact details;
  • Printing every incoming (and possibly sent) email, then deleting;
  • Not saving email addresses in the Address Book (ie building a database of contacts);
  • Not knowing how to organise, sort and use the Address Book;
  • Not knowing how to organise (file) and sort email;
  • Not knowing how to find an old message quickly;
  • Not understanding the use of Cc (carbon copy) and Bcc (blind carbon copy)

There are many more things I could mention but suffice to say that by learning some of the basic functions, many of these and other problems are simply overcome.
    
Viruses:
I can't stress enough, the importance of having a good virus detector and KEEPING IT CURRENT.  Again, with most small businesspeople, it is a common misunderstanding that if your computer has a virus detector installed, then everything is OK.  This is WRONG.  The virus detection software must be updated very regularly - daily is not a silly option.  You won't stop all viruses but you can stop a lot of them.
       
Closing:
I could continue but will finish this report in the hope that QRAMA members will benefit from it.  I am available to assist any of your members with simple or complex issues relating to the Internet and Email usage.  As usual, I am happy to offer QRAMA Members a special hourly rate of $77 (including GST).  I can also "package" some offers to suit their individual needs.  
Thank you again for the opportunity to work with QRAMA and your Members.  I hope that I can be of further assistance to you all.

Di O'Shea (Director - Systems Development, Quality Matters Pty Ltd)
   
QRAMA - Sunshine Coast  ~  Gold Coast  ~  Port Douglas
Ph: 07 5448 8739  Fax: 07 5448 8525
Email: qrama@campac.net.au
PO Box 311, Maroochydore. Q. 4558