Social Media Marketing 101 for eBay and Ecommerce Sellers

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
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2

Social Media Marketing:
Defined & Concept

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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

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5

• 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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6

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.

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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 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+

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

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“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 18-29
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
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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

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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
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

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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 Instagram
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
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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
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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
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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 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

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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

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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
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.
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31

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

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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

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

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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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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

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40

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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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
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43

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
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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/
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46

Social Media Marketing 101 for eBay and Ecommerce Sellers

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