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.

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
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2. 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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3. Social Media Marketing:
Defined & Concept
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4. What is Social Media Marketing?
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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
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All Rights Reserved
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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
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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,
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8. What Is not SMM?
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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.
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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”
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11. Most Popular SMM Channels
(in the U.S.)
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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,
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13. “MomBook”
Source: iStrategyLabs.com
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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
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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
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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,
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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,
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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,
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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
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20. FB & Pinterest – Link Destination
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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)
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22. Sample Post: Facebook
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23. Sample Post: Pinterest
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24. Sample Post: Instagram
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25. Sample Post: Twitter
Note: Even without the image displaying, the copy (text) works by itself.
Copyright 2014 Sandi Garcia,
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26. SMM: Content Marketing
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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. 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,
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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
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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
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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,
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32. Bringing it All Together
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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. 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
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35. SMM: Getting Started
Copyright 2014 Sandi Garcia,
All Rights Reserved
35

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
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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,
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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
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38

39. Case Study:
NYC Fitness, Family & Finds
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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
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41. Measuring Results
Copyright 2014 Sandi Garcia,
All Rights Reserved
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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
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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
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44. Klout.com
Copyright 2014 Sandi Garcia,
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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
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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
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