Social eCommerce by Spencer, Stephan -- Read -- Imperial Library of Trantor

Index

Social eCommerce Dedication Foreword Preface

Social Media Defined Social Media Myths The Three Categories of eCommerce Living Up to Your Sales Potential Beyond the Ads: Social Media’s Unique Opportunities Still Not Convinced? Let’s Get Started Conventions Used in This Book Safari® Books Online How to Contact Us Acknowledgments

1. The Social Media Landscape

Tier 1 Social Networks

Twitter Facebook LinkedIn

Tier 2 Social Networks

Google+ YouTube Pinterest Tumblr

Tier 3 Social Networks

reddit imgur Quora Instagram

Niche Social Networks Summary

2. Basic Social Media Strategy

Understand Who You Are and Why You Do It Set and Meet Goals Have a Scalability Plan

A Sudden Big Order Your Viral Efforts Accidentally Worked It’s So Popular That No One Goes There Anymore Prevention and Planning

Define Your Presence White Hat Versus Black Hat

Black Hat Examples White Hat Examples How Black Hat Tactics Hurt You

Integrate Social Media into a Larger Campaign Make Your Website More Social

Like/Follow Buttons Share Buttons Widgets Cross-Posting Adding Comments

Customize Your Channel Listen to the Conversation, Then Join In Customer Outreach Twitter and Snapchat as Customer Service Tools Social Media for the Socially Challenged Get Ideas for New Content Content Marketing Create Apps Calculate ROI

When It’s More Difficult to Work Out ROI Making Social Media Advertising Work for Your Business

Don’t Break the Rules

Think Before You Share Don’t Flood the Feed Attribute, Attribute, Attribute

Summary

3. Marketing Strategy: Physical Goods

Physical Goods That Do Well on Social Media The Right Intent Converting Leads into Customers Forming a Superior Strategy Site-Specific Tactics

Facebook Twitter YouTube Instagram Pinterest Tumblr

Summary

4. Marketing Strategy: Digital Goods and Services

Digital Goods and Services That Do Well on Social Media The Right Intent Forming a Superior Strategy Site-Specific Tactics

Facebook Pinterest Twitter MySpace YouTube

Summary

5. Local Services and Storefronts

The Right Intent Forming a Superior Strategy Site-Specific Tactics

Facebook Google+ YouTube Pinterest and Instagram Craigslist Foursquare Local Blogging Yelp Twitter

Verifying Driving Directions

Google Maps Mapquest, Yahoo, Bing, and Garmin GPS Devices TomTom

Mobile Marketing

Optimize Your Website Mobile Retail Apps Integrated Product Reviews Mobile Advertising

Summary

6. Designing and Testing Ads on Facebook

Campaign Types

Traditional Sales Branding Special Events and Holidays

Selling a “better you” in the new year A whole new round of testing Matching the reason to the season

Market Research Targeting

Creating Audiences for Facebook Ads Unpublished Post Ads for Facebook

Budgeting The Basics of Ad Design

Give a Reason for Clicking Like Interesting Photos Great Headlines Images That Sell

Understanding the Metrics Multivariate Testing Testing Headlines with Bit.ly Good Landing Page Design Remove Clutter and Improve Navigation The Approval Process Summary

7. Guerrilla Marketing

Honor Competitor Coupons Offer Giveaways, Prizes, and Challenges Be Controversial Use Facebook Offers to Generate Leads Post an Infographic Create a LinkedIn Group Create Awards Programs Cross-Promote with Complementary Businesses Use Photography with Branding Arrange Meetups for SEO, Networking, and Marketing Make and Post Memes Leverage Viral Videos Get onto Wikipedia Summary

8. Professional Presence and Damage Control

Finding Problems Separating Business from Personal Maintaining Consistency Being Deleted or Delisted

Facebook Google

LinkedIn: Your Online Business Card Review Sites: The Harsh World of Direct Feedback

Yelp Glassdoor Google (Search and Places) Restaurant.com Ripoff Report Angie’s List Amazon

Taking Advantage of a Competitor’s Blunder Summary

9. Keeping Up with Changes

Hire the Experts

Ask the Hard Questions Take a Look at the Agency’s Social Media Pages and Business Sites Determine What the Agency Is Planning for Your Business in the Long Term Ask Trick Questions Ask About Cost

Follow the Thought Leaders Follow Industry Blogs Attend Relevant Conferences Join Professional Associations Don’t React; Respond Remarket and Retarget Summary

10. Book Promotion

Fiction Versus Nonfiction Know Your Audience Really, Really Well Plan Accordingly The Big Players

Twitter Facebook YouTube Pinterest

Literary Social Media

Pixel of Ink SmashWords, KDP, CreateSpace, and ACX Amazon AuthorCentral Goodreads LibraryThing Shelfari

Get Reviews

Amazon Top Reviewers The Amazon Vine Program Other Reviews Ask Nicely and Publicly

Other Tips and Tricks

Prime Lending Library and KDP Select Speak at an Industry Conference Show Off Your Writing Portfolio

Summary

11. Event Promotion

Establish Thought Leadership Add Hashtags Create Virtual Badges Establish a Basic Ad and Content Strategy Leverage Social Networks

Multiple Events Slideshare Lanyrd Portfolio Sites AllConferences YouTube Meetup Facebook Twitter Create Your Own Social Network

Summary

12. Social Search Engine Optimization

Optimizing for Web Search

Using Photo-Sharing Sites for SEO Google+ for SEO Facebook for SEO Twitter for SEO LinkedIn for SEO YouTube for SEO Pinterest for SEO

Optimizing for Social Search Engines

LinkedIn Facebook Graph Search Video Search Optimizing for YouTube Search

Summary

13. Influencer Outreach

Build an Initial List Begin Interacting Refine the List Contact the Influencers

Pinterest Group Boards The Twitter Warmup Getting Contact Information Paying for Reviews? Creating Templates

Initial outreach Follow-up Third attempt

Tracking Responses Automating Outreach Offering Giveaways Using Other Approaches

Watch for Mentions and Links Tread Carefully on reddit Establish Yourself on Google+ Summary

14. Affiliate Marketing and MLM

Affiliate Marketing

Create Themed Content Disclose All Affiliate Links

Multilevel Marketing

Choose Pictures Wisely Be Multidimensional Network

Summary

Glossary Index Colophon Copyright

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