0
Social Media Marketing 101
for Ecommerce Sellers
Sandi Garcia
January 21, 2014
http://www.meetup.com/eBay-Sellers
Copyrigh...
What We Will Cover
• Social Media Marketing: Defined & Concepts
• Primary Social Media Marketing Channels

• SMM: Content ...
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 pl...
What is Social Media Marketing?
• 2-Way conversation with your followers
• Building a relationship based on trust
• Using ...
What is Social Media Marketing?
There are 189 million mobile-only Facebook
users. Source: Fastcompany.com

Instagram is a ...
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 Optimizatio...
Who Should Use SMM?
• Established sellers who have a stable company
and want to take it to the next level
• Newer sellers ...
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 ...
“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 ...
Google+
• Google+ is different, it’s a layer of social media that
integrates with all things Google (SEO gold)
• There are...
Pinterest
• Highly visual! Fashion, Home Décor, Recipes = most popular

• Used like a search engine, people come here to e...
Instagram
• Mobile, mobile, mobile!!!
Now available for my Windows Phone, YAYAYAYAYAYAY!!!
• More popular among people who...
YouTube
• YouTube reaches more US adults (18-34) than any
cable network. Source: Fastcompany.com
• YouTube is the second l...
Experiment
• At 8:00 a.m. (PT) on the morning of 1/21/13, I created
original social media marketing content to share resul...
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...
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 Garc...
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
– A...
Fundamentals of SMM
1. Understanding the nuances of your platform
2. Using a distinct voice
3. Driving your business goals...
Why Will they Follow?
“The people you want to reach will pay
attention to your content if it enhances
their lives in ways ...
Great Themes for Great Content
• Makes an emotional connection
• Original and in a natural voice
• Reflects your audience’...
#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 20...
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...
Results
• The ad was a hit on Facebook and Instagram
• The ad fell flat on Pinterest and Twitter
• ABT – Always Be Testing...
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 ...
Build-out your Business Accounts
• Use strong keywords in your descriptions,
fill-in all description fields
• Use high-qua...
Start to Find Followers
• Be social!!!
• Explicitly ask family & friends in private
messages, this helps build a base
• Fo...
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 ...
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
page...
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
eff...
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

A...
Thank You!
• Sandi Garcia, a.k.a. Social Sandi

Social media marketing coach and eBay Education Specialist

• Blog:
– www....
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Social Media Marketing 101 for eBay and Ecommerce Sellers

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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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Transcript of "Social Media Marketing 101 for eBay and Ecommerce Sellers"

  1. 1. 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
  2. 2. 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
  3. 3. Social Media Marketing: Defined & Concept Copyright 2014 Sandi Garcia, All Rights Reserved 3
  4. 4. What is Social Media Marketing? Copyright 2014 Sandi Garcia, All Rights Reserved 4
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. What Is not SMM? Copyright 2014 Sandi Garcia, All Rights Reserved 8
  9. 9. 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
  10. 10. 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
  11. 11. Most Popular SMM Channels (in the U.S.) Copyright 2014 Sandi Garcia, All Rights Reserved 11
  12. 12. 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
  13. 13. “MomBook” Source: iStrategyLabs.com Copyright 2014 Sandi Garcia, All Rights Reserved
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. FB & Pinterest – Link Destination Copyright 2014 Sandi Garcia, All Rights Reserved 20
  21. 21. 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
  22. 22. Sample Post: Facebook Copyright 2014 Sandi Garcia, All Rights Reserved 22
  23. 23. Sample Post: Pinterest Copyright 2014 Sandi Garcia, All Rights Reserved 23
  24. 24. Sample Post: Instagram Copyright 2014 Sandi Garcia, All Rights Reserved 24
  25. 25. Sample Post: Twitter Note: Even without the image displaying, the copy (text) works by itself. Copyright 2014 Sandi Garcia, All Rights Reserved 25
  26. 26. SMM: Content Marketing Copyright 2014 Sandi Garcia, All Rights Reserved 26
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. #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
  32. 32. Bringing it All Together Copyright 2014 Sandi Garcia, All Rights Reserved 32
  33. 33. 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
  34. 34. 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
  35. 35. SMM: Getting Started Copyright 2014 Sandi Garcia, All Rights Reserved 35
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Case Study: NYC Fitness, Family & Finds Copyright 2014 Sandi Garcia, All Rights Reserved 39
  40. 40. 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
  41. 41. Measuring Results Copyright 2014 Sandi Garcia, All Rights Reserved 41
  42. 42. 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
  43. 43. 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
  44. 44. Klout.com Copyright 2014 Sandi Garcia, All Rights Reserved 44
  45. 45. 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
  46. 46. 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
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