Social eCommerce /
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| Author / Creator: | Spencer, Stephan M. |
|---|---|
| Imprint: | Sebastopol, Calif. : O'Reilly Media, 2014. |
| Description: | 1 online resource (1 volume) : illustrations |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13626010 |
Table of Contents:
- Foreword
- Preface
- 1. The Social Media Landscape
- Tier 1. Social Networks
- Tier 2. Social Networks
- Google+
- YouTube
- Tumblr
- Tier 3. Social Networks
- imgur
- Quora
- 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
- While 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 loin 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
- YouTube
- 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
- MySpace
- YouTube
- Summary
- 5. Local Services and Storefronts
- The Right Intent
- Forming a Superior Strategy
- Site-Specific Tactics
- Google+
- YouTube
- Pinterest and Instagram
- Craigslist
- Foursquare
- Local Blogging
- Yelp
- 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
- 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
- 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 I73
- YouTube
- Literary Social Media
- Pixel of Ink
- Smash Words, KDP, CreateSpace, and ACX
- Amazon AuthorCentral
- Goodreads
- Library-Thing
- 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
- 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
- Facebook Graph Search
- Video Search
- Optimizing for YouTube Search
- Summary
- 13. Influencer Outreach
- Build an Initial List
- Begin Interacting
- Refine the List
- Contact the Influences
- Pinterest Group Boards
- The Twitter Warmup
- Getting Contact Information
- Paying for Reviews?
- Creating Templates
- 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