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This is Social Commerce: Turning Social Media into Sales

This is Social Commerce: Turning Social Media into Sales

by Guy Clapperton
Publisher: Capstone
Release Date: February 2012
ISBN: 9780857082411
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Book Description

The first book to market on the hottest topic on the web

Social commerce is the new buzz word and this book will be the first to cut through the hype and tell you exactly what it all means... and how to do it. Social media has moved on, it's not enough to just be engaging your customers in fun chit-chat, now you can sell to them directly through their favourite social media platform. ASOS, the fashion website, have just set up a commerce site on Facebook and people are scrambling to follow in their footsteps. No longer do you have the nightmare of dragging people from their social networking site to your homepage – you can get them buying right where they are! In this follow up to This Is Social Media Guy Clapperton uses the same easy-to-follow visuals and instructions to break the process down and show you exactly how to set up your own social commerce operation and how to make it a success.

Includes:

  • Step-by-step guide to setting up your own commerce site within social media platforms such as Facebook

  • Building a loyal community who will keep coming back and buying from you

  • How to offer superb customer service to your social media consumers

  • Developing new product especially for this new environment

  • Measuring your ROI

Table of Contents

  1. Cover
  2. Title page
  3. Copyright page
  4. INTRODUCTION: THE DEATH OF ATTENTION
    1. The new demographic
    2. Mobile social
    3. What this book isn’t
    4. What this book is
  5. 1 WELCOME TO SOCIAL COMMERCE
    1. An early social business: Naked Wines
    2. The existing model
    3. Like minds
    4. Not just for wine
    5. Flexibility: interacting where you want
    6. Developing a theme
    7. In with the old, in with the new
    8. Technology and legality
  6. 2 DIVING IN
    1. Groupon and its ilk
    2. Location-based services: Facebook and FourSquare
    3. Transactions on Facebook
    4. The Facebook app
    5. Give us a fiver – raising social capital through social media
    6. Footnote for the future: Google Plus
  7. 3  GETTING NEW CUSTOMERS IN THE SOCIAL MEDIA AGE
    1. Hey you, want a bargain?
    2. Suit you, sir (or madam)
    3. Individual tones
    4. Hard cash
    5. Dell
    6. Public sector
    7. Results
  8. 4 SUBTLE SELLING
    1. Selling for England
    2. Facebook: A great venue for engagement
    3. What’s on the page
    4. Soft sell
    5. Company strategy
    6. Bluebeards ahoy: Conversing with partners
  9. 5  CUSTOMERS AND BEYOND – THE DIFFERENT COMMUNITIES YOU CAN TALK TO
    1. Social media for explaining stuff
    2. Developing the game and monitoring the results
    3. International appeal
    4. The colour of money
    5. Customers: it’s not just about text
    6. Honda gets appy
  10. 6  BUILDING A COMMUNITY
    1. Selecting the right network
    2. Hashtags
    3. Other networks
    4. Getting the ‘world wide’ out of the web
    5. Funding and managing
    6. Peer reviews
    7. Registering for the local sites
    8. Proactively encouraging your community
    9. E-newsletter contents
    10. Making it seem individual
    11. Community
  11. 7 NEW PRODUCT DEVELOPMENT AND CUSTOMER SERVICE
    1. Brave new products – a word about research and development
    2. ‘Ice cream, you scream’
    3. The tone before social
    4. Entering a conversation
    5. Payback time: the research
    6. Costs
    7. Product research
    8. Content and tone
    9. Recruitment is king
    10. Does it work?
    11. Listening to what works
  12. 8  MARKETING COMMUNICATIONS
    1. Your digital shadow
    2. Corporate digital: Sage advice
    3. Measuring the effect and gaining influence
    4. Klout
    5. Bloggers and other influencers
    6. Getting information to them
    7. Ways of engaging
    8. Communicating with different audiences
  13. 9  SHOW ME THE MONEY – MEASURING ROI
    1. Hey you, want a free iPad?
    2. Just enough cooks
    3. Biccies
    4. The solicitor will see you now
    5. Social media as a gateway to action
  14. POSTSCRIPT
  15. Index