Social eCommerce: Increasing Sales and Extending Brand Reach

Social eCommerce: Increasing Sales and Extending Brand Reach

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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: 9781449366360
Publisher: O'Reilly Media, Incorporated
Publication date: 08/28/2014
Pages: 310
Sales rank: 1,238,209
Product dimensions: 7.00(w) x 9.10(h) x 0.70(d)

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

Customer Reviews