Social eCommerce

Increasing Sales and Extending Brand Reach

Jennifer Sheahan, Jimmy Harding, Stephan Spencer (Autoren)

Buch | Softcover

268 Seiten

2014
O'Reilly Media (Verlag)
978-1-4493-6636-0 (ISBN)

Artikel merken

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

Stephan Spencer is author of Google Power Search, founder of the SEO firm Netconcepts (acquired by Covario) and of the SEO training/coaching program ScienceofSEO.com, and inventor of the SEO technology platform GravityStream.

Chapter 1The Social Media Landscape
Tier 1 Social Networks
Tier 2 Social Networks
Tier 3 Social Networks
Niche Social Networks
Summary
Chapter 2Basic Social Media Strategy
Understand Who You Are and Why You Do It
Set and Meet Goals
Have a Scalability Plan
Define Your Presence
White Hat Versus Black Hat
Integrate Social Media into a Larger Campaign
Make Your Website More Social
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
Don’t Break the Rules
Summary
Chapter 3Marketing 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
Summary
Chapter 4Marketing 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
Summary
Chapter 5Local Services and Storefronts
The Right Intent
Forming a Superior Strategy
Site-Specific Tactics
Verifying Driving Directions
Mobile Marketing
Summary
Chapter 6Designing and Testing Ads on Facebook
Campaign Types
Market Research
Targeting
Budgeting
The Basics of Ad Design
Understanding the Metrics
Multivariate Testing
Testing Headlines with Bit.ly
Good Landing Page Design
Remove Clutter and Improve Navigation
The Approval Process
Summary
Chapter 7Guerrilla 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
Chapter 8Professional Presence and Damage Control
Finding Problems
Separating Business from Personal
Maintaining Consistency
Being Deleted or Delisted
LinkedIn: Your Online Business Card
Review Sites: The Harsh World of Direct Feedback
Taking Advantage of a Competitor’s Blunder
Summary
Chapter 9Keeping Up with Changes
Hire the Experts
Follow the Thought Leaders
Follow Industry Blogs
Attend Relevant Conferences
Join Professional Associations
Don’t React; Respond
Remarket and Retarget
Summary
Chapter 10Book Promotion
Fiction Versus Nonfiction
Know Your Audience Really, Really Well
Plan Accordingly
The Big Players
Literary Social Media
Get Reviews
Other Tips and Tricks
Summary
Chapter 11Event Promotion
Establish Thought Leadership
Add Hashtags
Create Virtual Badges
Establish a Basic Ad and Content Strategy
Leverage Social Networks
Summary
Chapter 12Social Search Engine Optimization
Optimizing for Web Search
Optimizing for Social Search Engines
Summary
Chapter 13Influencer Outreach
Build an Initial List
Begin Interacting
Refine the List
Contact the Influencers
Watch for Mentions and Links
Tread Carefully on reddit
Establish Yourself on Google+
Summary
Chapter 14Affiliate Marketing and MLM
Affiliate Marketing
Multilevel Marketing
Summary

Erscheint lt. Verlag	16.9.2014
Verlagsort	Sebastopol
Sprache	englisch
Maße	178 x 233 mm
Gewicht	517 g
Einbandart	Paperback
Themenwelt	Informatik ► Web / Internet ► Social Web
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	eCommerce • SEO
ISBN-10	1-4493-6636-8 / 1449366368
ISBN-13	978-1-4493-6636-0 / 9781449366360
Zustand	Neuware