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Social Media Marketing 101 for eBay and Ecommerce Sellers
 

Social Media Marketing 101 for eBay and Ecommerce Sellers

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Slides from the January 21, 2013 Meetup presentation. ...

Slides from the January 21, 2013 Meetup presentation.
http://www.meetup.com/eBay-Sellers/events/153348272/
Topics covered include an overview of social media marketing, what you can accomplish with SMM as an eBay or Ecommerce seller, highlights of the 6 most popular social media marketing channels in the U.S. (Facebook, Twitter, Pinterest, Instagram, Google+, & YouTube), and a case study to highlight how social media marketing can be used on the different channels.

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    Social Media Marketing 101 for eBay and Ecommerce Sellers Social Media Marketing 101 for eBay and Ecommerce Sellers Presentation Transcript

    • Social Media Marketing 101 for Ecommerce Sellers Sandi Garcia January 21, 2014 http://www.meetup.com/eBay-Sellers Copyright 2014 Sandi Garcia, All Rights Reserved 1
    • What We Will Cover • Social Media Marketing: Defined & Concepts • Primary Social Media Marketing Channels • SMM: Content Marketing • How to Get Started • Measuring Results Copyright 2014 Sandi Garcia, All Rights Reserved 2
    • Social Media Marketing: Defined & Concept Copyright 2014 Sandi Garcia, All Rights Reserved 3
    • What is Social Media Marketing? Copyright 2014 Sandi Garcia, All Rights Reserved 4
    • Amazing… • 73% of on-line adults now use social networking sites • 42% of on-line adults use multiple social networking platforms Source: Pew Research Center’s Internet Project August Tracking Survey, Aug. 7 – Sept. 16, 2013 Copyright 2014 Sandi Garcia, All Rights Reserved 5
    • What is Social Media Marketing? • 2-Way conversation with your followers • Building a relationship based on trust • Using new technologies to reach anyone, anywhere, anytime • Visibility off-marketplace • Maintained engagement with customers after the first sale • Recommended Read: The Cluetrain Manifesto: The End of Business As Usual Copyright 2014 Sandi Garcia, All Rights Reserved 6
    • What is Social Media Marketing? There are 189 million mobile-only Facebook users. Source: Fastcompany.com Instagram is a purely mobile social media channel. 75% of Pinterest usage is on a mobile device. Source: AllThingsD, wsj.com, November 2013. Copyright 2014 Sandi Garcia, All Rights Reserved 7
    • What Is not SMM? Copyright 2014 Sandi Garcia, All Rights Reserved 8
    • What can you expect from SMM? • Build a following • Build a brand (trust/reputation) • SEO/OAO • Search Engine Optimization • Online Audience Optimization • Increased sales over time Social Media Marketing will not surge sales overnight. It’s a marathon, not a sprint. Copyright 2014 Sandi Garcia, All Rights Reserved 9
    • Who Should Use SMM? • Established sellers who have a stable company and want to take it to the next level • Newer sellers who have identified their “brand” & are committed to building that brand over time • Not (yet) if you are “testing the Ecomm water” Copyright 2014 Sandi Garcia, All Rights Reserved 10
    • Most Popular SMM Channels (in the U.S.) Copyright 2014 Sandi Garcia, All Rights Reserved 11
    • Facebook • #2 most visited website globally & in U.S. Source: Alexa.com, Accessed 1/21/2014 • 1 in 5 pages viewed on the internet are on Facebook Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuck • Facebook has 1.9 billion active users; 874 million mobile users Source: Facebook.com (10/30/2013) • Now used by 45% of all adults age 65+ Source: Pew Research Center’s Internet Project August Tracking Survey, Aug. 7 – Sept. 16, 2013 • Only 3-5% of your posts appear in your followers feeds Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuck Copyright 2014 Sandi Garcia, All Rights Reserved 12
    • “MomBook” Source: iStrategyLabs.com Copyright 2014 Sandi Garcia, All Rights Reserved
    • Twitter • Public posts are limited to 140 characters • #hashtags were born here & are a critical in-Twitter communication tool • Used by 31% of all internet users age 18-29 Source: Pew Research Center’s Internet Project August Tracking Survey, Aug. 7 – Sept. 16, 2013 • New! Some photos and videos (Vine) are now supported in the feed • 100% of your posts show in followers feeds Copyright 2014 Sandi Garcia, All Rights Reserved 14
    • Google+ • Google+ is different, it’s a layer of social media that integrates with all things Google (SEO gold) • There are now over 1 billion Google+ enabled accounts • It has reached 359 million monthly active users, and is growing at 33% per annum • The 45 - 54 year old bracket increased its usage on Google+ by 56% since 2012 • #hashtags work and are important for trending All stats this slide- Source: www.jeffbullas.com Copyright 2014 Sandi Garcia, All Rights Reserved 15
    • Pinterest • Highly visual! Fashion, Home Décor, Recipes = most popular • Used like a search engine, people come here to explore • 33% of on-line women and 8% of on-line men; more affluent Source: Pew Research Center’s Internet Project August Tracking Survey, Aug. 7 – Sept. 16, 2013 • Longevity: 50 percent of site visits happen after 3.5 months of first Pinning (eBay Seller Take-away: Use GTC) Source: piquora.com Pinterest ROI Study 11/22/2013 • Promoted Pins are coming soon for marketers • #hashtags work Copyright 2014 Sandi Garcia, All Rights Reserved 16
    • Instagram • Mobile, mobile, mobile!!! Now available for my Windows Phone, YAYAYAYAYAYAY!!! • More popular among people who live in urban areas • 37% of adults on the internet, age 18-29, use Instagram Source: Pew Research Center’s Internet Project August Tracking Survey, Aug. 7 – Sept. 16, 2013 • #hashtags are important to the search experience • You cannot link to web pages in comments, only in profile • Rollout is in-progress for a paid advertising option 2014 Sandi Garcia, Copyright All Rights Reserved 17
    • YouTube • YouTube reaches more US adults (18-34) than any cable network. Source: Fastcompany.com • YouTube is the second larges search Engine, after Google, and for many Millennials it is #1 • YouTube videos can be shared on Facebook and Pinterest, and will play inside their windows • YouTube has reached 1 Billion monthly users Source: YouTube Blog, March 2013 • As a Google product, YouTube is SEO gold Copyright 2014 Sandi Garcia, All Rights Reserved 18
    • Experiment • At 8:00 a.m. (PT) on the morning of 1/21/13, I created original social media marketing content to share results later in the day • The copy I wrote changes based on the channel I posted it to (native voice for the channel), and the image sent to Instagram is different than the others • The objective on Facebook & Pinterest was to drive traffic to an in-store eBay search for coffee mugs Copyright 2014 Sandi Garcia, All Rights Reserved 19
    • FB & Pinterest – Link Destination Copyright 2014 Sandi Garcia, All Rights Reserved 20
    • Objectives: Instagram & Twitter • Engagement • Build brand awareness • Increase cross-channel connection with followers (I sent to Instagram first, then push the Instagram link to Twitter) Copyright 2014 Sandi Garcia, All Rights Reserved 21
    • Sample Post: Facebook Copyright 2014 Sandi Garcia, All Rights Reserved 22
    • Sample Post: Pinterest Copyright 2014 Sandi Garcia, All Rights Reserved 23
    • Sample Post: Instagram Copyright 2014 Sandi Garcia, All Rights Reserved 24
    • Sample Post: Twitter Note: Even without the image displaying, the copy (text) works by itself. Copyright 2014 Sandi Garcia, All Rights Reserved 25
    • SMM: Content Marketing Copyright 2014 Sandi Garcia, All Rights Reserved 26
    • What Resources Do I Need? • Time? – 2 hours/week minimum for 1 post/day (To do it right) • Money? – At first, nothing – After you’ve built a small audience, you will need an advertising budget to grow your reach further (Early on, $50/month should suffice) Copyright 2014 Sandi Garcia, All Rights Reserved 27
    • Fundamentals of SMM 1. Understanding the nuances of your platform 2. Using a distinct voice 3. Driving your business goals Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World , p. 102, Gary Vaynerchuck, 2013 Copyright 2014 Sandi Garcia, All Rights Reserved 28
    • Why Will they Follow? “The people you want to reach will pay attention to your content if it enhances their lives in ways they value” John Levine, Professor & Director Media Management Center, Northwestern University Copyright 2014 Sandi Garcia, All Rights Reserved 29
    • Great Themes for Great Content • Makes an emotional connection • Original and in a natural voice • Reflects your audience’s interests • Offers ‘infotainment’ or inspiration • Native to the SMM channel Copyright 2014 Sandi Garcia, All Rights Reserved 30
    • #1 Rule: Ask Yourself “Would I engage with this if I saw it in my feed?” If the answer is no, don’t post it. Copyright 2014 Sandi Garcia, All Rights Reserved 31
    • Bringing it All Together Copyright 2014 Sandi Garcia, All Rights Reserved 32
    • Coffee Post Went up 8 a.m. PT Data is as-of 4:00 p.m. on the same day. All numbers are given as a percentage of the number of followers. Facebook Pinterest Instagram Twitter Clicks 1% 0% n/a 0% Shares 0% 0% n/a 0% Likes 2% 0% 20% 0% Overall Engagement 3% 0% 20% 0% % of audience that saw the post 17% N/A N/A N/A Copyright 2014 Sandi Garcia, All Rights Reserved 33
    • Results • The ad was a hit on Facebook and Instagram • The ad fell flat on Pinterest and Twitter • ABT – Always Be Testing, different approaches will work on different channels Copyright 2014 Sandi Garcia, All Rights Reserved 34
    • SMM: Getting Started Copyright 2014 Sandi Garcia, All Rights Reserved 35
    • Open Your Business Accounts • Facebook, Google+, & YouTube: You need a personal account first, then you create a business “page” or channel • Twitter, Pinterest, & Instagram Go straight to creating a business account Copyright 2014 Sandi Garcia, All Rights Reserved 36
    • Build-out your Business Accounts • Use strong keywords in your descriptions, fill-in all description fields • Use high-quality images as your cover/header images and avatar (profile picture) • Whenever possible, cross-link your social presence on each social media channel Copyright 2014 Sandi Garcia, All Rights Reserved 37
    • Start to Find Followers • Be social!!! • Explicitly ask family & friends in private messages, this helps build a base • Follow other pages/people which may interest your audience & begin to selectively share their content Copyright 2014 Sandi Garcia, All Rights Reserved 38
    • Case Study: NYC Fitness, Family & Finds Copyright 2014 Sandi Garcia, All Rights Reserved 39
    • NYC Fitness, Family & Finds https://www.facebook.com/nycfitnessfamilyandfinds • • • • Very focused on her hometown: New York City Original content, her own pics of The City Excellent balance of non-selling & selling Authentic & genuine voice, native to FB Copyright 2014 Sandi Garcia, All Rights Reserved 40
    • Measuring Results Copyright 2014 Sandi Garcia, All Rights Reserved 41
    • eBay Traffic Reports • Included with your eBay Store subscription • It will tell you how much traffic is on your item pages, and where your traffic is coming from • It will not tell you what referring sites your sales are coming from (this data is not available anywhere for eBay sellers) Copyright 2014 Sandi Garcia, All Rights Reserved 42
    • Klout.com • Gives you a social media score based on 1,000+ factors • It’s a great way to take the pulse of your social effectiveness, but be careful not to assign too much value to that score • You can have a personal and/or business account • Bing.com search engine factors verified Klout scores into search Source: SearchEngineLand.com 10/11/2013 Copyright 2014 Sandi Garcia, All Rights Reserved 43
    • Klout.com Copyright 2014 Sandi Garcia, All Rights Reserved 44
    • 3rd Party Tools SocialBeacon.com Froo! Social Hootsuite.com Analytics X X Create posts X X eBay X X Etsy X Amazon X Facebook X X X Twitter X X X Google+ Pinterest X X X Paid app required Instagram Free app required YouTube Free app required Copyright 2014 Sandi Garcia, All Rights Reserved 45
    • Thank You! • Sandi Garcia, a.k.a. Social Sandi Social media marketing coach and eBay Education Specialist • Blog: – www.socialsandi.com • Facebook: – https://www.facebook.com/SocialSandi – https://www.facebook.com/OfficeThreads • Twitter: – https://twitter.com/socialsandi – https://twitter.com/officethreads • Instagram: – http://instagram.com/socialsandi • Pinterest: – http://www.pinterest.com/OfficeThreads/ • Free Facebook Group: – www.facebook.com/groups/MarketplaceMarketing/ Copyright 2014 Sandi Garcia, All Rights Reserved 46