Social Media Marketing 101 for Ecommerce Sellers Sandi Garcia January 21, 2014 1.

transcript

Social Media Marketing 101 for Ecommerce Sellers

Sandi GarciaJanuary 21, 2014

http://www.meetup.com/eBay-Sellers

What We Will Cover

• Social Media Marketing: Defined & Concepts

• Primary Social Media Marketing Channels

• SMM: Content Marketing

• How to Get Started

Social Media Marketing:Defined & Concept

What is Social Media Marketing?

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

• 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

• Recommended Read: The Cluetrain Manifesto: The End of Business As Usual

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.

Mobile

What Is not SMM?

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.

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”

Most Popular SMM Channels(in the U.S.)

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 FacebookSource: 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 usersSource: 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 feedsSource: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuck

“MomBook”

Source: iStrategyLabs.com

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 18-29Source: 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

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

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 affluentSource: 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

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 InstagramSource: 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

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 usersSource: YouTube Blog, March 2013

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

FB & Pinterest – Link Destination

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)

Sample Post: Facebook

Sample Post: Pinterest

Sample Post: Instagram

Sample Post: Twitter

Note: Even without the image displaying, the copy (text) works by itself.

SMM: Content Marketing

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)

Fundamentals of SMM

1. Understanding the nuances of your platform2. Using a distinct voice3. 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

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 & DirectorMedia Management Center, Northwestern University

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

#1 Rule: Ask Yourself

“Would I engage with thisif I saw it in my feed?”

Bringing it All Together

Coffee Post Went up 8 a.m. PT

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

Data is as-of 4:00 p.m. on the same day.All numbers are given as a percentage of the number of followers.

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

SMM: Getting Started

Open Your Business Accounts

• Facebook, Google+, & YouTube:You need a personal account first,then you create a business “page” or channel

• Twitter, Pinterest, & InstagramGo straight to creating a business account

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

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

Case Study: NYC Fitness, Family & Finds

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

Measuring Results

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)

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

Klout.com

3rd Party ToolsSocialBeacon.com Froo! Social Hootsuite.com

Analytics X X

Create posts X X X

eBay X X

Etsy X

Amazon X

Facebook X X X

Twitter X X X

Google+ X

Pinterest X Paid app required

Instagram Free app required

YouTube Free app required

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/

Social Media Marketing 101 for Ecommerce Sellers Sandi Garcia January 21, 2014 1.

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