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1 Social ecommerce Stephan Spencer, Jimmy Harding, and Jennifer Sheahan Beijing Cambridge Farnham Köln Sebastopol Tokyo O'REILLY

2 Table of Contents Foreword Preface xix xxi 1. The Social Media Landscape 1 Tier 1 Social Networks 1 Twitter 1 Facebook 3 Linkedln 5 Tier 2 Social Networks 7 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 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 Efferts Accidentally Worked 23 It's So Populär That No One Goes There Anymore 23 Prevention and Flanning 24 xi

3 Define Your Presence 25 White Hat Versus Black Hat 26 Black Hat Examples 26 White 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 Join 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 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 xii Table of Contents

4 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 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 Designing and TestingAdson Facebook 105 Campaign Types 106 Traditional Sales 106 B randing 106 Special Events and Holidays 108 Market Research 109 Table of Contents xiii

5 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 Seil 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 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 Linkedln 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 Mernes 132 Leverage Viral Videos 133 Get onto Wikipedia 134 Summary Professional Presence and DamageControl 139 Finding Problems 140 Separating Business from Personal 144 Maintaining Consistency 145 Being Deleted or Delisted 146 Facebook 146 Google 147 Linkedln: Your Online Business Card 147 Review Sites: The Harsh World of Direct Feedback 148 xiv Table of Contents

6 Yelp 148 Glassdoor 149 Google (Search and Places) 149 Restaurant.com 151 Ripoff Report 151 AngiesList 152 Amazon 153 Taking Advantage of a Competitor's Blander 153 Summary Keeping Up with Changes 157 Hire the Experts 157 Ask the Hard Questions 158 Take a Look at the Agencys Social Media Pages and Business Sites 158 Determine What the Agency Is Flanning for Your Business in the Long Term 158 Ask Trick Questions 159 AskAboutCost 159 Follow the Thought Leaders 160 Follow Industry Blogs 160 Attend Relevant Conferences 161 Join Professional Associations 162 Dont React; Respond 163 Remarket and Retarget 163 Summary Book Promotion 169 Fiction Versus Nonfiction 169 Know Your Audience Really, Really Well 171 Plan Accordingly 172 The Big Players 173 Twitter 173 Facebook 174 YouTube 177 Pinterest 177 Literary Social Media 178 Pixel of Ink 178 SmashWords, KDP, CreateSpace, and ACX 179 Amazon AuthorCentral 179 Goodreads 179 LibraryThing 180 Shelfari 180 Table of Contents xv

7 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 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 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 Linkedln for SEO 212 YouTube for SEO 213 Pinterest for SEO 213 Optimizing for Social Search Engines 215 Linkedln 215 Facebook Graph Search 216 Video Search 220 xvi Table of Contents

8 Optimizing for YouTube Search Summary Influencer Outreach 225 Build an Initial List 226 Begin Interacting 227 Refine the List 228 Contact the Influencers 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 O Hering Giveaways 236 Using Other Approaches 237 Watch for Mentions and Links 237 Tread Carefully on reddit 237 Establish Yourself on Google+ 238 Summary 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 Table of Contents xvii