3dcart Social Media Merchants Webinar
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  • ’ Field of Dreams’ was a horrible move for people who are learning about marketing,” Schmulen says. “Just because you build it doesn’t mean people will come. When you create a campaign, share it across all your social networks and e-mails. Use every channel you have.” I couldn’t have said it better.
  • ’ Field of Dreams’ was a horrible move for people who are learning about marketing,” Schmulen says. “Just because you build it doesn’t mean people will come. When you create a campaign, share it across all your social networks and e-mails. Use every channel you have.” I couldn’t have said it better.
  • Facebook ’s built-in analytics give you a pretty good idea of what’s sparking conversation on your page. Take the 10-minute tour and learn what they mean.You can also use free and simple utilities like Bit.ly and Google URL Builder to tr ack the popularity of links you post on Facebook.
  • Reach – It also shows page views (how many unique people viewed your page), tab views (how many tabs those people clicked on) and external referrers (sites outside Facebook that are linking to your page). This section shows you how people are finding your page – which helps you decide whether to pay for ads, for instance – as well as how many times your fans are visiting and engaging with your page.
  • Impressions per-post : Impressions per-post is a single aggregate count of how many times a particular status update has been viewed. Facebook updates this number as more and more people view the post; however, it often won ’t update for several hours at a time when Facebook’s computers are calculating for millions of posts across millions of fan pages. On the bright side, when it works, it’s great — you can literally watch as your post gets viewed by fans.
  • Talking About This – measures the following actions: 1.liking a page; 2.posting on the wall (comment, photo, video or link); 3.commenting on, liking or sharing content from your page; 4.answering a question; 5.RSVPing to an event; 6.tagging the page in a post; 7.tagging the page in a photo; 8.liking or sharing a check-in deal; 9.checking-in to a place. Don ’t be too alarmed by this number as it’s likely to be very low, and it’s not a good indicator as to what’s being said about your business. You’ll need to do some old-fashioned monitoring to understand this. But Insights is a useful tool to add to your analytics arsenal and, as the only requirement is having thirty likes of your page, it will be ready for you to use soon after you set up your page.
  • Remember, you ’re asking fans to follow you. Ask yourself, is this worthy of an SMS?
  • Facebook must analyze anything and everything between a user and a page. Every click, every Facebook share , comment, like, and wall post builds affinity between the user and the page. This means getting users to consume your content and interact with your page is vital. Facebook is monitoring these interactions and increasing the affinity. An increase in affinity is going to help you leverage EdgeRank to your advantage.
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  • Dunkin Donuts spotlights one fan with most interesting picture each week in their Facebook Icon. Drives significant page activity & photo tagging.
  • Some brand pages have closed walls so double check your mentioned showed up and if not, post as a comment on the brand.
  • Facebook offers a self-serve ad system, similar to Google Purchased on a CPC or CPM closed-bidding system Ad creation, management and payment is done within Facebook They allow for a high degree of targeting Location Education Age/Sex/Relationship status Language Interests (based on user ’s personal profile data) Social Ads leverage news feed stories to amplify the impact Engagement Ads bring social actions directly into the ad unit Become a Fan of a Page RSVP to an Event
  • Many brands try to convert Facebook ads to off-Facebook transactions. It ’s tough. Try driving Likes and converting fans to traffic & transactions. Might find better success and get fans / relationships / virality atop that. More likely to “like” and build relationship than transact click and transact in-line.
  • Your customers are on Twitter … Whether or not you are. They are talking about you; good or bad. Listen to what they are saying. Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!
  • Tweepi allows you to unfollow those who do not reciprocate . The only thing I would add is to be careful not to unfollow someone you would prefer to continue to follow . Why would you want to follow someone who doesn ’t follow you back? One reason could be that their tweets are super-interesting. The overall strategy for using Blast Follow and Tweepi is to blast follow 100-200 people today and give them a week or so to follow back. If they don ’t reciprocate, clean them out with Tweepi. Then repeat. OK. What ’s next?
  • Google has put Google+ at the center of its entire approach to business. It is using user data expressed in the social sharing of relevant content to expand its own intelligence. This will have dramatic impacts on the way every other Google property operates, both from an end user experience to a brand advertising one. It cannot be understated how significant this could be with users never seeing options for a brand website but rather being driven directly to a brand ’s +Pages listing.
  • Google has put Google+ at the center of its entire approach to business. It is using user data expressed in the social sharing of relevant content to expand its own intelligence. This will have dramatic impacts on the way every other Google property operates, both from an end user experience to a brand advertising one. It cannot be understated how significant this could be with users never seeing options for a brand website but rather being driven directly to a brand ’s +Pages listing.
  • Start with Google+ Page first then Google+ Business Page . Upon signup and registration, fill out all the fields that you can (e.g. basic personal and business/site information). Every piece of information you enter will be vital for your online presence as these will be shown in the search results page. As well, these will be from where Google references and tracks who or what your business is about. Adding lots of relevant and helpful images (may be in the form of graphs and charts) onto your Google+ page will trigger Google ’s Image Search. Not only will these images reflect your business branding strongly but they will also be used as inviting doors from where your page will be referenced. Tag line Your tag line is located under the main title of your page. You can view an example of our tag line on the ChooseWhat.com Google + Profile page . The purpose of a ta g line (which is limited to only 10 words) is to provide a compelling and informative description of your business that also incorporates important keywords. Having a tag line that clearly explains who and what you are, or what you represent, will help your visitors better understand why they are there. This can also lessen any confusion that might deter them from following you, which is your end goal. Introduction Section In the about section found under the profile icon (which looks like this:  ) you can fill out your Introduction section and further describe your business in more detail. You can add things such as what you do, what products or services you offer or describe how you are trying to make a difference with your particular business. One important aspect of the introduction section is to optimize for your primary keywords. This needs to be done naturally and not appear as if you are just trying to stuff your paragraph full of keywords that don ’t make sense. Such techniques will confuse visitors and deter people from following you. You also have the ability to link to your website in the Introduction section. Refer to ChooseWhat.com’s Google+ profile for an example. Uploadi ng Photos Photos are a great wa y to add additional content and give a personal feel to your Google+ page, making it more appealing and easier to connect with visitors. Don ’t be afraid to get creative with this section. The first picture you want to add will of course be your logo. The additional five pictures can be anything you think best represents the style and feel you are trying to portray to the world. Here is a link to some popular Google+ Brand Pages and how they have uploaded their photos to create a branded image f or their Google+ pag e. Recommended Links If you look to the right of the Introduction section, you will see the branded links section. The purpose of this section is to provide visitors with additional links to other sites such as your additional social media accounts (Facebook, Twitter, LinkedIn), a company blog, and any other sites that you may own. At this time, you can have as many recommended links as you like. You can view ChooseWhat.com ’s Google+ profile for an example.
  • Link Your Website to your Google+ Business Page Interconnect your webpage, Google+  business page and Google+ profile. In your website, you can create a small java script and insert an outbound link to your Google+ Business Page. In turn, you must have a link of your website on your Google+ Page. Make sure that your website has the +1 Button. Then, encourage your readers to share your posts and hit on the +1 Button.

Transcript

  • 1. SOCIAL MEDIA FOR MERCHANTS
    • Building A Strategy That Converts
  • 2. General Social Tips Promote everywhere!
  • 3. General Social Tips Promote everywhere!
  • 4. General Social Tips Promote everywhere!
  • 5. General Social Tips Set goals Depending on the business, goals might range from generating orders to attracting subscribers to building thought leadership.
  • 6. General Social Tips Offer Incentives Whatever your goal, you need an offer to match.
  • 7. General Social Tips Measure
  • 8. Facebook
    • The site claims more than 200 million active users
    • ( that ’s an audience twice the size of the Superbowl)
    • More than 50% of users log on at least once a day
    • More than 4 billion minutes are spent on Facebook each day
  • 9. Facebook: terms REACH Reach shows page views (how many unique people viewed your page), tab views (how many tabs those people clicked on) and external referrers (sites outside Facebook that are linking to your page).
  • 10. Facebook: terms IMPRESSIONS Impressions per-post is a single aggregate count of how many times a particular status update has been viewed.
  • 11. Facebook: terms TALKING ABOUT THIS
    • like a page
    • post on the page wall
    • like a post
    • comment on a post
    • share a post
    • answer a question
    • RSVP to a page ’s event
    • mention the page in a post
    • tag the page in a photo
    • check in at a place
    • share a check-in deal
    • like a check-in deal
    • write a recommendation
  • 12. Facebook: terms EDGERANK Facebook uses the Edgerank formula  to pick content for the “Top News” section of your news feed. Top News is the default view
  • 13. Facebook: terms EDGERANK Timing: Older news tends to be quickly pushed to the bottom of the news feed. More recent or “newer” news items are more valued by Facebook than older news. Affinity: This metric takes into account how a message is being treated by the broader Facebook community – likes, comments, views, etc. More importantly it takes into account a user ’s relationship with a particular person/page or their content. The longer and deeper the user’s relationship ( participation) on the page, the more likely they are to see its updates. Weight: The overall weight of the type of object is also evaluated. For example, a video would carry more ‘weight’ and thus importance in Facebook’s eyes than a picture or even an audiofile. Relevancy: This metric evaluates the level of relationship between you and your friends / fans / customers. For example, fresh content with deep interactions between fans and page owners increase the relevancy factor.
  • 14. It ’s a conversation. Your fanpage is not an advertisement. Remember you are asking fans to follow you. Give them a reason to say yes . Interact. Don ’t Pitch
  • 15. . Interact. Don ’t Pitch Remember Facebook ’s Edgerank determines the strength of a user’s relationship with a page by how many times a user interacts with the posts. The stronger the relationship, the more likely Facebook is to show the user the page’s posts. AKA If a fan has never commented or liked your messages, Facebook is not likely to show them future posts. Interact now, so when you ARE promoting your products users will see your posts.
  • 16. . Interact. Don ’t Pitch Conversations have at least two participants so don ’t just broadcast, engage.
  • 17. . Interact. Don ’t Pitch (example) Studies show comments are about 4x more valuable in terms of Edgerank than Likes
  • 18. . Leverage feedback Use your fanbase as a focus group.
  • 19. . Leverage feedback Take suggestions from your fans
  • 20. Be Your Customers Biggest Fans The law of reciprocity applies. Show your customers some love and they will return the favor.
  • 21. Be Your Customers Biggest Fans
  • 22. Leverage Other Networks Like and comment on relevant blogs & publications ’s pages to gain exposure to their fans. Tag relevant brand pages in your posts to expose their networks to your brand.
  • 23. Target & Test Ads Facebook offers a self-serve ad system, similar to Google ( purchased on a CPC or CPM closed-bidding system)
  • 24. Target & Test Ads The biggest advantage Facebook advertising has is a high degree of targeting •  Location •  Education •  Age/Sex/Relationship status •  Language •  Interests (based on user ’s personal profile data) • Occupation title • Place of work
  • 25. Target & Test Ads Targeting by interest meanings you can target users who have previously ‘liked’ similar pages: • Competitors • Brand names • Popular blogs If you have several groups of potential customers, create different campaigns. Run ad campaigns that are tailored to your different segments Example: Target: Woman 18-35 that have liked Vogue Weddings magazine. AD COPY: Send guests home with these memorable wedding favors featured in Vogue Wedding!
  • 26. Ads: Likes, then conversions You CAN drive ads to your site, but it ’s hard. You will have much more success driving ads to your fanpage ( gaining Likes ) than you will trying to push conversions. Remember WHY users are on Facebook - TO SOCIALIZE! Driving users to your fanpage will allow you to engage & build a relationship that converts users into traffic & transactions.
  • 27. Twitter
    • Twitter is on track to hit 500 Million users this week..
    • Every week a billion tweets are sent.
    • On average, 460,000 new accounts are registered every day.
  • 28. Twitter Terms Follower Tweet Retweet On Twitter, you “follow” another user to see his or her updates on your Twitter home page, and they follow you to see yours. This is the basic social relationship of Twitter. If you have more followers, your updates reach and potentially influence more people. Each message you send out to your followers through Twitter is called a “tweet.” It works as a verb, as well; you tweet a message. Each tweet must be 140 characters or less or else it won’t be published. When you see a tweet that you think your followers would be interested in, you can click the “retweet” button to make that tweet appear in your followers’ home pages. They’ll know you were the one who shared it. Some people retweet manually by typing “RT @username” before typing out or pasting the tweet’s contents, where “username” is the original author’s Twitter username. This allows you to provide your own context as well.
  • 29. Twitter Terms @mention DM Hashtag You direct public messages to other Twitter users by inserting an “@” sign immediately followed by their username. A tweet that begins with “@username” will only appear on the home pages of followers who also follow the person you’re referencing, but if you place the @Mention later in your update, it will to anyone who’s following you. “ DM” is short for “Direct Message,” a tweet-like message sent in private between two Twitter users. Unlike the public @Mentions, DMs are private and do not appear to anyone besides their specified recipients, but you can only send a DM to someone who’s following you. People on Twitter insert Hashtags or #s into their tweets to provide context, and to make them easily searchable for people looking for updates on a specific topic. Think of them like blog tags. A hashtag is simply a keyword preceded by the hash symbol, like #marketing. Include it in your tweet and anyone who searches for that hashtag will see your updates.
  • 30. . Listen. Find relevant conversations by utilizing twitter search.
  • 31. . Listen. 3rd party Twitter apps offer a more flexible dashboard for listening: • save multiple searches  •  ability to schedule tweets •  manage multiple accounts • integrated analytics
  • 32. . Be relevant. What should I tweet? = What would your customers find interesting? GOOD: Unique content Exclusive access: photos or deals Conversational messages ( this IS a two-way platform) Interesting, witty, & worth your followers time
  • 33. . Be relevant. What should I tweet? = What would your customers find interesting? BAD: Boring corporate voice void of personality Stale content Boring content All self-serving
  • 34. Reciprocity. Follow & you shall be followed . . Build a valuable following.
  • 35. Follow the followers of your competition, relevant brands, and users that tweet relevant keywords. . Build a valuable following.
  • 36. Thank new followers. Answer users ’ questions. Ask for feedback. Connect with influencers Engage.
  • 37. Google+
    • Google+ has more than 26 million users.
    • Google has put Google+ at the center of its entire approach to business.
    • Google+ not only affects your social marketing, it can greatly affect your SEO
  • 38. Google+ terms Hangouts are group video chats that enable brands to connect with consumers in a more personal manner Circles create the ability to take a large group and split it into smaller groups. On Google+, content is posted into “the Stream,” and users cannot post at that level. Instead, users post their commentary beneath each individual brand post into the Stream.
  • 39. . Adoption high, but activity low. So why bother? Social search
  • 40. Optimize your business page
  • 41. Link Your Site To Google+ Go to https://developers.google.com/+/plugins/badge/config
  • 42. Google+ Limitations It is against Google ’s terms of services to run contests on G+ Pages have the same limitation of 5000 people/brands in a circle that personal accounts have No notifications via email, text, or in google bar Two pages can have identical names No custom URLS available Pages cannot share to ‘extended circles’ Pages cannot create custom pages or tabs
  • 43. Leverage your personal profile Why? A person must circle your brand before you can circle them (but brands can circle other brands). Use your personal profile to circle new users, and share your brand page ’s content.
  • 44. Optimize your personal profile
  • 45. Promote your personal profile http://www.recommendedusers.com/ http://findpeopleonplus.com/ http://www.group.as/
  • 46. Easily add people to Circles