Social eCommerce: Increasing Sales and Extending Brand Reach
310
Social eCommerce: Increasing Sales and Extending Brand Reach
310eBook
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Overview
Want to make money online? Then ignore social media at your own risk. Social media is vital if you want to your business to thrive, and though you can’t control the conversations, you can influence them. This book will teach you how.
If mismanaged, social media can create more noise than signal. It can be a time and energy suck—for you and your audience. Or worse still, it can become an echo chamber for negative PR.
If done well, guerrilla social media marketing can help you persuade, command attention, establish dialogue, differentiate yourself, capture new markets, and outmaneuver the competition—all on a shoestring budget. Whether you’re selling digital goods and services, physical goods, or local services, this book has the answers.
- Strategize and optimize your social presence in ways you didn’t know were possible
- Drive more clicks and sales with better-performing Facebook ads
- Develop remarkable content with viral potential
- Manage your online reputation, instead of letting it manage you
- Integrate social media into your SEO strategy, and vice versa
- Leverage online influencers to promote your brand, and become an influencer yourself
Product Details
| ISBN-13: | 9781449366971 |
|---|---|
| Publisher: | O'Reilly Media, Incorporated |
| Publication date: | 08/01/2014 |
| Sold by: | Barnes & Noble |
| Format: | eBook |
| Pages: | 310 |
| File size: | 9 MB |
About the Author
Stephan Spencer is the author of Google Power Search (O'Reilly, 2011). He is the founder of Netconcepts, a leading SEO firm that was acquired in January 2010 by search marketing agency Covario. He is the inventor of the automated pay-for-performance SEO technology platform GravityStream, now re-branded as Covario's Organic Search Optimizer. Stephan is a regular contributor to Search Engine Land, Multichannel Merchant, Practical Ecommerce, and MarketingProfs, among others. Stephan is a sought-after conference presenter who's spoken on SEO at hundreds of events across the globe for organizations such as the AMA, DMA, Shop.org, Internet Retailer, SMX, SES, PubCon, O’Reilly/TechWeb, Blog World Expo, Affiliate Summit, Elite Retreat, IIMA, ECMOD, IQPC and IIR. Stephan is also an avid blogger. He blogs at StephanSpencer.com, NaturalSearchBlog.com, BusinessBlogConsulting.com, ChangesForGood.org, and GoogleISuggest.blogspot.com. He is currently producing a video-based SEO training and coaching program at ScienceofSEO.com.
Table of Contents
Foreword xix
Preface xxi
1 The Social Media Landscape 1
Tier 1 Social Networks 1
Twitter 1
Facebook 3
LinkedIn 5
Tier 2 Social Networks
Google+ 7
YouTube 8
Pinterest 10
Tumblr 11
Tier 3 Social Networks 13
reddit 14
imgur 15
Quora 15
Instagram 16
Niche Social Networks 17
Summary 17
2 Basic Social Media Strategy 19
Understand Who You Are and Why You Do It 20
Set and Meet Goals 21
Have a Scalability Plan 22
A Sudden Big Order 22
Your Viral Efforts Accidentally Worked 23
It's So Popular That No One Goes There Anymore 23
Prevention and Planning 24
Define Your Presence 25
White Hat Versus Black Hat 26
Black Hat Examples 26
While Hat Examples 27
How Black Hat Tactics Hurt You 28
Integrate Social Media into a Larger Campaign 29
Make Your Website More Social 31
Like/Follow Buttons 31
Share Buttons 32
Widgets 33
Cross-Posting 34
Adding Comments 34
Customize Your Channel 35
Listen to the Conversation, Then loin In 35
Customer Outreach 36
Twitter and Snapchat as Customer Service Tools 37
Social Media for the Socially Challenged 38
Get Ideas for New Content 38
Content Marketing 41
Create Apps 42
Calculate ROI 44
When It's More Difficult to Work Out ROI 45
Making Social Media Advertising Work for Your Business 45
Don't Break the Rules 47
Think Before You Share 47
Don't Flood the Feed 47
Attribute, Attribute, Attribute 47
Summary 48
3 Marketing Strategy: Physical Goods 49
Physical Goods That Do Well on Social Media 49
The Right Intent 50
Converting Leads into Customers 51
Forming a Superior Strategy 52
Site-Specific Tactics 53
Facebook 53
Twitter 54
YouTube 54
Instagram 55
Pinterest 58
Tumblr 64
Summary 69
4 Marketing Strategy: Digital Goods and Services 71
Digital Goods and Services That Do Well on Social Media 73
The Right Intent 73
Forming a Superior Strategy 76
Site-Specific Tactics 78
Facebook 78
Pinterest 78
Twitter 78
MySpace 78
YouTube 79
Summary 83
5 Local Services and Storefronts 85
The Right Intent 85
Forming a Superior Strategy 87
Site-Specific Tactics 88
Facebook 89
Google+ 89
YouTube 89
Pinterest and Instagram 89
Craigslist 91
Foursquare 91
Local Blogging 91
Yelp 91
Twitter 92
Verifying Driving Directions 92
Google Maps 94
Mapquest, Yahoo, Bing, and Garmin GPS Devices 94
TomTom 95
Mobile Marketing 99
Optimize Your Website 100
Mobile Retail Apps 102
Integrated Product Reviews 102
Mobile Advertising 103
Summary 104
6 Designing and Testing Ads on Facebook 105
Campaign Types 106
Traditional Sales 106
Branding 106
Special Events and Holidays 108
Market Research 109
Targeting 112
Creating Audiences for Facebook Ads 113
Unpublished Post Ads for Facebook 114
Budgeting 114
The Basics of Ad Design 115
Give a Reason for Clicking Like 115
Interesting Photos 115
Great Headlines 116
Images That Sell 117
Understanding the Metrics 117
Multivariate Testing 118
Testing Headlines with Bit.ly 119
Good Landing Page Design 119
Remove Clutter and Improve Navigation 120
The Approval Process 120
Summary 125
7 Guerrilla Marketing 127
Honor Competitor Coupons 127
Offer Giveaways Prizes, and Challenges 128
Be Controversial 128
Use Facebook Offers to Generate Leads 129
Post an Infographic 129
Create a LinkedIn Group 129
Create Awards Programs 130
Cross-Promote with Complementary Businesses 130
Use Photography with Branding 130
Arrange Meetups for SEO, Networking, and Marketing 132
Make and Post Memes 132
Leverage Viral Videos 133
Get onto Wikipedia 134
Summary 138
8 Professional Presence and Damage Control 139
Finding Problems 140
Separating Business from Personal 144
Maintaining Consistency 145
Being Deleted or Delisted 146
Facebook 146
Google 147
LinkedIn: Your Online Business Card 147
Review Sites: The Harsh World of Direct Feedback 148
Yelp 148
Glassdoor 149
Google (Search and Places) 149
Restaurant.com 151
Ripoff Report 151
Angie's List 152
Amazon 153
Taking Advantage of a Competitor's Blunder 153
Summary 155
9 Keeping Up with Changes 157
Hire the Experts 157
Ask the Hard Questions 158
Take a Look at the Agency's Social Media Pages and Business Sites 158
Determine What the Agency Is Planning for Your Business in the Long Term 158
Ask Trick Questions 159
Ask About Cost 159
Follow the Thought Leaders 160
Follow Industry Blogs 160
Attend Relevant Conferences 161
Join Professional Associations 162
Don't React; Respond 163
Remarket and Retarget 163
Summary 166
10 Book Promotion 169
Fiction Versus Nonfiction 169
Know Your Audience Really, Really Well 171
Plan Accordingly 172
The Big Players 173
Twitter I73
Facebook 174
YouTube 177
Pinterest 177
Literary Social Media 178
Pixel of Ink 178
Smash Words, KDP, CreateSpace, and ACX 179
Amazon AuthorCentral 179
Goodreads 179
Library-Thing 180
Shelfari 180
Get Reviews 180
Amazon Top Reviewers 181
The Amazon Vine Program 181
Other Reviews 181
Ask Nicely and Publicly 182
Other Tips and Tricks 182
Prime Lending Library and KDP Select 182
Speak at an Industry Conference 182
Show Off Your Writing Portfolio 183
Summary 188
11 Event Promotion 191
Establish Thought Leadership 192
Add Hashtags 193
Create Virtual Badges 193
Establish a Basic Ad and Content Strategy 193
Leverage Social Networks 195
Multiple Events 196
Slideshare 196
Lanyrd 196
Portfolio Sites 196
AllConferences 197
YouTube 197
Meetup 197
Facebook 198
Twitter 198
Create Your Own Social Network 199
Summary 206
12 Social Search Engine Optimization 207
Optimizing for Web Search 207
Using Photo-Sharing Sites for SEO 208
Google+ for SEO 208
Facebook for SEO 209
Twitter for SEO 210
LinkedIn for SEO 212
YouTube for SEO 213
Pinterest for SEO 213
Optimizing for Social Search Engines 215
LinkedIn 215
Facebook Graph Search 216
Video Search 220
Optimizing for YouTube Search 221
Summary 223
13 Influencer Outreach 225
Build an Initial List 226
Begin Interacting 227
Refine the List 228
Contact the Influences 230
Pinterest Group Boards 230
The Twitter Warmup 231
Getting Contact Information 231
Paying for Reviews? 232
Creating Templates 233
Tracking Responses 236
Automating Outreach 236
Offering Giveaways 236
Using Other Approaches 237
Watch for Mentions and Links 237
Tread Carefully on reddit 237
Establish Yourself on Google+ 238
Summary 242
14 Affiliate Marketing and MLM 245
Affiliate Marketing 245
Create Themed Content 246
Disclose All Affiliate Links 246
Multilevel Marketing 247
Choose Pictures Wisely 247
Be Multidimensional 247
Network 248
Summary 252
Glossary 253
Index 265