social media marketing 101 for ecommerce sellers sandi garcia january 21, 2014 1

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Social Media Marketing 101 for Ecommerce Sellers

Sandi GarciaJanuary 21, 2014

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

Copyright 2014 Sandi Garcia,All Rights Reserved

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

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What We Will Cover

• Social Media Marketing: Defined & Concepts

• Primary Social Media Marketing Channels

• SMM: Content Marketing

• How to Get Started

• Measuring ResultsCopyright 2014 Sandi Garcia,

All Rights Reserved

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Social Media Marketing:Defined & Concept

Copyright 2014 Sandi Garcia, All Rights Reserved

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What is Social Media Marketing?


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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


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• 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


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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


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What Is not SMM?


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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.


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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”


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


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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


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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

• 100% of your posts show in followers feedsCopyright 2014 Sandi Garcia,

All Rights Reserved

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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

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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

• #hashtags work Copyright 2014 Sandi Garcia, All Rights Reserved

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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

• Rollout is in-progress for a paid advertising optionCopyright 2014 Sandi Garcia,

All Rights Reserved

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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

• As a Google product, YouTube is SEO goldCopyright 2014 Sandi Garcia,

All Rights Reserved

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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


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FB & Pinterest – Link Destination


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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)


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Sample Post: Facebook


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Sample Post: Pinterest


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Sample Post: Instagram


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Sample Post: Twitter

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


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SMM: Content Marketing


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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)


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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


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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



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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

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#1 Rule: Ask Yourself

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

If the answer is no, don’t post it.Copyright 2014 Sandi Garcia,

All Rights Reserved

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Bringing it All Together


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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.



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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

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SMM: Getting Started


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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


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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


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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


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Case Study: NYC Fitness, Family & Finds


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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


https://www.facebook.com/nycfitnessfamilyandfinds

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Measuring Results


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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)


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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


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Klout.com


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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


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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/


http://www.socialsandi.com/

https://www.facebook.com/SocialSandi

https://www.facebook.com/OfficeThreads

https://twitter.com/socialsandi

https://twitter.com/officethreads

http://instagram.com/socialsandi

http://www.pinterest.com/OfficeThreads/

http://www.facebook.com/groups/MarketplaceMarketing/

social media marketing 101 for ecommerce sellers sandi garcia january 21, 2014 1

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