Social eCommerce: [increasing sales and extending brand reach]
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Beijing [u.a.]
O'Reilly
2014
|
| Edition: | 1. ed. |
| Subjects: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=4634894&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027541392&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | XXX, 276 S. Ill., graph. Darst. |
| ISBN: | 9781449366360 1449366368 |
Staff View
MARC
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|---|---|---|---|
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| 100 | 1 | |a Spencer, Stephan |e Verfasser |0 (DE-588)1058042254 |4 aut | |
| 245 | 1 | 0 | |a Social eCommerce |b [increasing sales and extending brand reach] |c Stephan Spencer, Jimmy Harding, and Jennifer Sheahan |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Beijing [u.a.] |b O'Reilly |c 2014 | |
| 300 | |a XXX, 276 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Soziales Netzwerk |0 (DE-588)4055762-5 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Soziale Software |0 (DE-588)7550143-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Social Media |0 (DE-588)4639271-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Electronic Commerce |0 (DE-588)4592128-3 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Soziale Software |0 (DE-588)7550143-0 |D s |
| 689 | 0 | 1 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 0 | 2 | |a Soziales Netzwerk |0 (DE-588)4055762-5 |D s |
| 689 | 0 | |5 DE-604 | |
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| 689 | 1 | 1 | |a Social Media |0 (DE-588)4639271-3 |D s |
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| 700 | 1 | |a Sheahan, Jennifer |e Verfasser |4 aut | |
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Record in the Search Index
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| adam_text |
Table
of
Contents
Foreword
.xix
Preface
. 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
í
7
Summary
17
2.
BasicSociai 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 Efforts Accidentally Worked
23
It's So Popular That No One Goes There Anymore
23
Prevention and Planning
24
XI
Define
Your Presence
25
White Hat Versus Black Hat
26
Black Hat Examples
26
White Hat Examples
11
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
48
3 Marketina Strateav
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
I Table of Contents
4.
Marketing Strateqy: Diqital
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
83
5.
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
104
6.
Desianinu and
Testina
Ads on Facebook
.
105
Campaign Types
106
Traditional Sales
106
Branding
106
Special Events and Holidays
108
Market Research
109
Table of Contents
1 xiii
Targeting 112
Creating Audiences for Facebook Ads
1 1
3
Unpublished Post Ads for Facebook
1
14
Budgeting 114
The Basics of Ad Design
1
15
Give a Reason for Clicking Like
115
Interesting Photos 1
1
5
Great Headlines 116
Images That Sell 117
Understanding the Metrics
1 1 ?
Multivariate Testing
1 1 8
Testing Headlines with Bit.ly
1 1
9
Good Landing Page Design
1 !
9
Remove Clutter and Improve Navigation
120
The Approval Process
120
Summary
125
7.
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 ^
0
Cross-Promote with Complementary Businesses
130
Use Photography with Branding
130
Arrange Meetups for
SEO,
Networking, and Marketing
132
Make and Post
Mêmes
132
Leverage Viral Videos
133
Get onto Wikipedia
134
Summary
138
8.
Professional Presence and Damage Control
.
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
I Table of Contents
Yelp
148
Glassdoor
149
Google (Search and Places)
149
Restaurant.com
151
Ripoff Report
151
Angies List
152
Amazon
153
Taking Advantage of a Competitors Blunder
153
Summary
155
9.
Keepinq Up with Chanqes
.
157
Hire the Experts
157
Ask the Hard Questions
158
Take a Look at the Agency's Social Media Pages and Business Sites
158
Determine What the Agency Is Planning for Your Business in the Long
Term
158
Ask Trick Questions
159
Ask About Cost
159
Follow the Thought Leaders
160
Follow Industry Blogs
160
Attend Relevant Conferences
161
Join Professional Associations
162
Don't React; Respond
163
Remarket
and Retarget
163
Summary
166
0.
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
Smash Words, KDP, CreateSpace, and ACX
179
Amazon AuthorCentral
179
Goodreads
179
LibraryThing
180
Shelfari
180
Table of Contents
і
«
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
188
11.
Event Promotion
. 191
Establish Thought Leadership
192
AddHashtags
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
206
12.
Social Search Engine Optimization
. 207
Optimizing for Web Search
207
Using Photo-Sharing Sites for
SEO
208
GoogleH-
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
I Table of Contents
Optimizing for YouTube Search
221
Summary
223
13.
Influencer
Outreach
. 225
Build an Initial List
226
Begin Interacting
227
Refine the List
228
Contact the Influence«
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
Offering Giveaways
236
Using Other Approaches
237
Watch for Mentions and Links
237
Tread Carefully on reddit
237
Establish Yourself on
Goog^
238
Summary
242
14.
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 I
xvii |
| any_adam_object | 1 |
| author | Spencer, Stephan Harding, Jimmy Sheahan, Jennifer |
| author_GND | (DE-588)1058042254 |
| author_facet | Spencer, Stephan Harding, Jimmy Sheahan, Jennifer |
| author_role | aut aut aut |
| author_sort | Spencer, Stephan |
| author_variant | s s ss j h jh j s js |
| building | Verbundindex |
| bvnumber | BV042100744 |
| classification_rvk | QP 650 QR 760 ST 515 ST 650 |
| ctrlnum | (OCoLC)894206688 (DE-599)DNB104995050X |
| dewey-full | 158.872 |
| dewey-hundreds | 100 - Philosophy & psychology |
| dewey-ones | 158 - Applied psychology |
| dewey-raw | 158.872 |
| dewey-search | 158.872 |
| dewey-sort | 3158.872 |
| dewey-tens | 150 - Psychology |
| discipline | Informatik Psychologie Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV042100744 |
| illustrated | Illustrated |
| indexdate | 2025-01-11T13:41:51Z |
| institution | BVB |
| isbn | 9781449366360 1449366368 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027541392 |
| oclc_num | 894206688 |
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| physical | XXX, 276 S. Ill., graph. Darst. |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | O'Reilly |
| record_format | marc |
| spelling | Spencer, Stephan Verfasser (DE-588)1058042254 aut Social eCommerce [increasing sales and extending brand reach] Stephan Spencer, Jimmy Harding, and Jennifer Sheahan 1. ed. Beijing [u.a.] O'Reilly 2014 XXX, 276 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Soziales Netzwerk (DE-588)4055762-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Soziale Software (DE-588)7550143-0 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Soziale Software (DE-588)7550143-0 s Online-Marketing (DE-588)7706419-7 s Soziales Netzwerk (DE-588)4055762-5 s DE-604 Electronic Commerce (DE-588)4592128-3 s Social Media (DE-588)4639271-3 s Harding, Jimmy Verfasser aut Sheahan, Jennifer Verfasser aut X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=4634894&prov=M&dok_var=1&dok_ext=htm Inhaltstext Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027541392&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Spencer, Stephan Harding, Jimmy Sheahan, Jennifer Social eCommerce [increasing sales and extending brand reach] Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziale Software (DE-588)7550143-0 gnd Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4055762-5 (DE-588)7706419-7 (DE-588)7550143-0 (DE-588)4639271-3 (DE-588)4592128-3 |
| title | Social eCommerce [increasing sales and extending brand reach] |
| title_auth | Social eCommerce [increasing sales and extending brand reach] |
| title_exact_search | Social eCommerce [increasing sales and extending brand reach] |
| title_full | Social eCommerce [increasing sales and extending brand reach] Stephan Spencer, Jimmy Harding, and Jennifer Sheahan |
| title_fullStr | Social eCommerce [increasing sales and extending brand reach] Stephan Spencer, Jimmy Harding, and Jennifer Sheahan |
| title_full_unstemmed | Social eCommerce [increasing sales and extending brand reach] Stephan Spencer, Jimmy Harding, and Jennifer Sheahan |
| title_short | Social eCommerce |
| title_sort | social ecommerce increasing sales and extending brand reach |
| title_sub | [increasing sales and extending brand reach] |
| topic | Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziale Software (DE-588)7550143-0 gnd Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Soziales Netzwerk Online-Marketing Soziale Software Social Media Electronic Commerce |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=4634894&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027541392&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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