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Social eCommerce

Book Description

Want to make money online? 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.

Table of Contents

  1. Praise for <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:pls="http://www.w3.org/2005/01/pronunciation-lexicon" xmlns:ssml="http://www.w3.org/2001/10/synthesis" xmlns:svg="http://www.w3.org/2000/svg" class="emphasis"><em>Social eCommerce</em></span>
  2. Foreword
  3. Preface
    1. Social Media Defined
    2. Social Media Myths
    3. The Three Categories of eCommerce
    4. Living Up to Your Sales Potential
    5. Beyond the Ads: Social Media’s Unique Opportunities
    6. Still Not Convinced?
    7. Let’s Get Started
    8. Conventions Used in This Book
    9. Safari® Books Online
    10. How to Contact Us
    11. Acknowledgments
  4. 1. The Social Media Landscape
    1. Tier 1 Social Networks
      1. Twitter
      2. Facebook
      3. LinkedIn
    2. Tier 2 Social Networks
      1. Google+
      2. YouTube
      3. Pinterest
      4. Tumblr
    3. Tier 3 Social Networks
      1. reddit
      2. imgur
      3. Quora
      4. Instagram
    4. Niche Social Networks
    5. Summary
  5. 2. Basic Social Media Strategy
    1. Understand Who You Are and Why You Do It
    2. Set and Meet Goals
    3. Have a Scalability Plan
      1. A Sudden Big Order
      2. Your Viral Efforts Accidentally Worked
      3. It’s So Popular That No One Goes There Anymore
      4. Prevention and Planning
    4. Define Your Presence
    5. White Hat Versus Black Hat
      1. Black Hat Examples
      2. White Hat Examples
      3. How Black Hat Tactics Hurt You
    6. Integrate Social Media into a Larger Campaign
    7. Make Your Website More Social
      1. Like/Follow Buttons
      2. Share Buttons
      3. Widgets
      4. Cross-Posting
      5. Adding Comments
    8. Customize Your Channel
    9. Listen to the Conversation, Then Join In
    10. Customer Outreach
    11. Twitter and Snapchat as Customer Service Tools
    12. Social Media for the Socially Challenged
    13. Get Ideas for New Content
    14. Content Marketing
    15. Create Apps
    16. Calculate ROI
      1. When It’s More Difficult to Work Out ROI
      2. Making Social Media Advertising Work for Your Business
    17. Don’t Break the Rules
      1. Think Before You Share
      2. Don’t Flood the Feed
      3. Attribute, Attribute, Attribute
    18. Summary
  6. 3. Marketing Strategy: Physical Goods
    1. Physical Goods That Do Well on Social Media
    2. The Right Intent
    3. Converting Leads into Customers
    4. Forming a Superior Strategy
    5. Site-Specific Tactics
      1. Facebook
      2. Twitter
      3. YouTube
      4. Instagram
      5. Pinterest
      6. Tumblr
    6. Summary
  7. 4. Marketing Strategy: Digital Goods and Services
    1. Digital Goods and Services That Do Well on Social Media
    2. The Right Intent
    3. Forming a Superior Strategy
    4. Site-Specific Tactics
      1. Facebook
      2. Pinterest
      3. Twitter
      4. MySpace
      5. YouTube
    5. Summary
  8. 5. Local Services and Storefronts
    1. The Right Intent
    2. Forming a Superior Strategy
    3. Site-Specific Tactics
      1. Facebook
      2. Google+
      3. YouTube
      4. Pinterest and Instagram
      5. Craigslist
      6. Foursquare
      7. Local Blogging
      8. Yelp
      9. Twitter
    4. Verifying Driving Directions
      1. Google Maps
      2. Mapquest, Yahoo, Bing, and Garmin GPS Devices
      3. TomTom
    5. Mobile Marketing
      1. Optimize Your Website
      2. Mobile Retail Apps
      3. Integrated Product Reviews
      4. Mobile Advertising
    6. Summary
  9. 6. Designing and Testing Ads on Facebook
    1. Campaign Types
      1. Traditional Sales
      2. Branding
      3. Special Events and Holidays
        1. Selling a “better you” in the new year
        2. A whole new round of testing
        3. Matching the reason to the season
    2. Market Research
    3. Targeting
      1. Creating Audiences for Facebook Ads
      2. Unpublished Post Ads for Facebook
    4. Budgeting
    5. The Basics of Ad Design
      1. Give a Reason for Clicking Like
      2. Interesting Photos
      3. Great Headlines
      4. Images That Sell
    6. Understanding the Metrics
    7. Multivariate Testing
    8. Testing Headlines with Bit.ly
    9. Good Landing Page Design
    10. Remove Clutter and Improve Navigation
    11. The Approval Process
    12. Summary
  10. 7. Guerrilla Marketing
    1. Honor Competitor Coupons
    2. Offer Giveaways, Prizes, and Challenges
    3. Be Controversial
    4. Use Facebook Offers to Generate Leads
    5. Post an Infographic
    6. Create a LinkedIn Group
    7. Create Awards Programs
    8. Cross-Promote with Complementary Businesses
    9. Use Photography with Branding
    10. Arrange Meetups for SEO, Networking, and Marketing
    11. Make and Post Memes
    12. Leverage Viral Videos
    13. Get onto Wikipedia
    14. Summary
  11. 8. Professional Presence and Damage Control
    1. Finding Problems
    2. Separating Business from Personal
    3. Maintaining Consistency
    4. Being Deleted or Delisted
      1. Facebook
      2. Google
    5. LinkedIn: Your Online Business Card
    6. Review Sites: The Harsh World of Direct Feedback
      1. Yelp
      2. Glassdoor
      3. Google (Search and Places)
      4. Restaurant.com
      5. Ripoff Report
      6. Angie’s List
      7. Amazon
    7. Taking Advantage of a Competitor’s Blunder
    8. Summary
  12. 9. Keeping Up with Changes
    1. Hire the Experts
      1. Ask the Hard Questions
      2. Take a Look at the Agency’s Social Media Pages and Business Sites
      3. Determine What the Agency Is Planning for Your Business in the Long Term
      4. Ask Trick Questions
      5. Ask About Cost
    2. Follow the Thought Leaders
    3. Follow Industry Blogs
    4. Attend Relevant Conferences
    5. Join Professional Associations
    6. Don’t React; Respond
    7. Remarket and Retarget
    8. Summary
  13. 10. Book Promotion
    1. Fiction Versus Nonfiction
    2. Know Your Audience Really, Really Well
    3. Plan Accordingly
    4. The Big Players
      1. Twitter
      2. Facebook
      3. YouTube
      4. Pinterest
    5. Literary Social Media
      1. Pixel of Ink
      2. SmashWords, KDP, CreateSpace, and ACX
      3. Amazon AuthorCentral
      4. Goodreads
      5. LibraryThing
      6. Shelfari
    6. Get Reviews
      1. Amazon Top Reviewers
      2. The Amazon Vine Program
      3. Other Reviews
      4. Ask Nicely and Publicly
    7. Other Tips and Tricks
      1. Prime Lending Library and KDP Select
      2. Speak at an Industry Conference
      3. Show Off Your Writing Portfolio
    8. Summary
  14. 11. Event Promotion
    1. Establish Thought Leadership
    2. Add Hashtags
    3. Create Virtual Badges
    4. Establish a Basic Ad and Content Strategy
    5. Leverage Social Networks
      1. Multiple Events
      2. Slideshare
      3. Lanyrd
      4. Portfolio Sites
      5. AllConferences
      6. YouTube
      7. Meetup
      8. Facebook
      9. Twitter
      10. Create Your Own Social Network
    6. Summary
  15. 12. Social Search Engine Optimization
    1. Optimizing for Web Search
      1. Using Photo-Sharing Sites for SEO
      2. Google+ for SEO
      3. Facebook for SEO
      4. Twitter for SEO
      5. LinkedIn for SEO
      6. YouTube for SEO
      7. Pinterest for SEO
    2. Optimizing for Social Search Engines
      1. LinkedIn
      2. Facebook Graph Search
      3. Video Search
      4. Optimizing for YouTube Search
    3. Summary
  16. 13. Influencer Outreach
    1. Build an Initial List
    2. Begin Interacting
    3. Refine the List
    4. Contact the Influencers
      1. Pinterest Group Boards
      2. The Twitter Warmup
      3. Getting Contact Information
      4. Paying for Reviews?
      5. Creating Templates
        1. Initial outreach
        2. Follow-up
        3. Third attempt
      6. Tracking Responses
      7. Automating Outreach
      8. Offering Giveaways
      9. Using Other Approaches
    5. Watch for Mentions and Links
    6. Tread Carefully on reddit
    7. Establish Yourself on Google+
    8. Summary
  17. 14. Affiliate Marketing and MLM
    1. Affiliate Marketing
      1. Create Themed Content
      2. Disclose All Affiliate Links
    2. Multilevel Marketing
      1. Choose Pictures Wisely
      2. Be Multidimensional
      3. Network
    3. Summary
  18. Glossary
  19. Index
  20. Colophon
  21. Copyright