Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 5

1 Book 1 Chapter 1FIGURE 1-1: Facebook still reigns supreme as the top social media platform that...FIGURE 1-2: The Instagram page for Blue Rain Gallery uses strong images to grab...FIGURE 1-3: As part of its community-branding activities, Walt Arnold Commercia...FIGURE 1-4: Twitter is an excellent way for Albuquerque Economic Development to...FIGURE 1-5: Array Technologies uses its LinkedIn presence to provide company up...FIGURE 1-6: The cost of social media compared to other marketing tactics. FIGURE 1-7: The classic conversion funnel shows that only 2 to 4 percent of fun...FIGURE 1-8: Social media is what helps small businesses meet their goals the mo...FIGURE 1-9: All social media channels and other forms of online marketing inter...FIGURE 1-10: Establish your social-marketing goals, objectives, and target mark...

2 Book 1 Chapter 2FIGURE 2-1: Social media would fit near the top of the ROI scale for Internet-m...FIGURE 2-2: Social commerce revenues will grow rapidly over the next five years...FIGURE 2-3: Typical e-commerce statistics available on Google Analytics. FIGURE 2-4: Target Profit Sales calculator from AccountingforManagement.org. FIGURE 2-5: The break-even chart plots fixed plus variable costs; each sale aft...FIGURE 2-6: Play around with variables, such as the value of a sale, and perfor...FIGURE 2-7: The relationship between performance metrics and business metrics f...

3 Book 1 Chapter 3FIGURE 3-1: Quantcast (top) and Alexa (bottom) provide demographic profiles tha...FIGURE 3-2: Quantcast estimates topics that interest users of Goodreads.FIGURE 3-3: B2C (orange rows) and B2B (blue rows) businesses often utilize diff...FIGURE 3-4: HypeAuditor ranks the most influential Instagram users.FIGURE 3-5: Build a social media marketing plan for your company.

4 Book 1 Chapter 4FIGURE 4-1: Using Yahoo! Calendar, you can easily schedule your social media ac...FIGURE 4-2: On the Google Calendar, you can provide specifics for a marketing t...FIGURE 4-3: This mock-up of a social media dashboard from Netvibes gathers the ...FIGURE 4-4: The Tools & Stats tab of this mock-up Netvibes dashboard displays t...FIGURE 4-5: The social media dashboard from Hootsuite allows you to monitor and...FIGURE 4-6: A basic social media policy may be enough to get you started. FIGURE 4-7: This blogger sets out a clear acknowledgment policy on product endo...FIGURE 4-8: A portion of The Brand Grader report for Netflix. FIGURE 4-9: The Social Mention results for Netflix.

5 Book 2 Chapter 1FIGURE 1-1: Enter a long URL at Bitly and receive a shortened URL in return.FIGURE 1-2: Product offerings can begin on Facebook (top) and then link to a se...FIGURE 1-3: The Etsy mini-badge on the right side of this blog drives traffic t...FIGURE 1-4: The Buy section of the search results page (top). Click on a specif...FIGURE 1-5: HowSociable provides a social-ranking score based on its definition...FIGURE 1-6: Results page from a simple Twitter search for New Mexican Restauran...

6 Book 2 Chapter 2FIGURE 2-1: The SEMrush keyword tool estimates the volume of requests for relat...FIGURE 2-2: This tag cloud from TagCrowd shows the frequency (popularity) of wo...FIGURE 2-3: The page source (top) for the home page of Pennington Builders (bot...FIGURE 2-4: The page description metatag for the home page of the Pennington Bu...FIGURE 2-5: Compare the blog post (top) — which uses the keyword phrase persona...FIGURE 2-6: Breadcrumb trails help both search engine robots and real people na...FIGURE 2-7: Page links on a site index provide easy access to all pages on the ...FIGURE 2-8: The Brooklyn Kitchen (top) earns high placement in Google search re...

7 Book 2 Chapter 3FIGURE 3-1: Field and Main, a restaurant in Marshall, Virginia, includes releva...FIGURE 3-2: Use tools such as SocialSearch to find real-time posts on Instagram...

8 Book 2 Chapter 4FIGURE 4-1: Use bookmarking services such as Mix.com (formerly StumbleUpon) to ...FIGURE 4-2: At Pinterest, companies can use different boards (categories) of im...FIGURE 4-3: Digg shows links to individual articles submitted by hundreds of th...FIGURE 4-4: A submission to FolkD, the social-bookmarking service.FIGURE 4-5: On every page of its website, Field & Main restaurant includes chic...FIGURE 4-6: Social share buttons encourage visitors to pass along your site or ...FIGURE 4-7: This widget from Elegant Themes enables users to quickly recommend ...

9 Book 3 Chapter 1FIGURE 1-1: Use the comment area to have a conversation with customers and pote...FIGURE 1-2: When you create useful content, others will want to share it, which...FIGURE 1-3: Many businesses choose blogs to start their content-marketing strat...FIGURE 1-4: Every Monday, Field and Main restaurant in Marshall, VA posts a hea...

10 Book 3 Chapter 2FIGURE 2-1: Use a blog to promote your business.FIGURE 2-2: Some web-hosting companies, such as Bluehost, enable you to set up ...FIGURE 2-3: This podcast was uploaded to Soundcloud and is brought into a websi...FIGURE 2-4: Always check for image rights and ask permission before using a pho...FIGURE 2-5: Use a photo-sharing site, such as Unsplash, to help market your bra...FIGURE 2-6: Use share buttons to make it easy for others to share your content.FIGURE 2-7: Guest blogging gives you the opportunity to reach a new customer ba...

11 Book 3 Chapter 4FIGURE 4-1: An editorial calendar can help keep your content organized and prio...FIGURE 4-2: Sharing your content on Facebook gives it the potential to go viral...FIGURE 4-3: LinkedIn is another great place to share your content.FIGURE 4-4: You can tell a lot about the performance of your content thanks to ...

12 Book 4 Chapter 1FIGURE 1-1: Twitter allows you to communicate in only 280 characters.FIGURE 1-2: Use Twitter to show your humanity and strike up conversations.FIGURE 1-3: Using text speak hurts the eyes and looks unprofessional.FIGURE 1-4: Sending spammy auto-DMs to your new followers will cause most of th...FIGURE 1-5: Take a break and read some of the more lighthearted news stories un...FIGURE 1-6: Don’t let life (or important tweets) pass you by!FIGURE 1-7: Save time and build lists so you can quickly hone in on the topics ...

13 Book 4 Chapter 2FIGURE 2-1: Topics! Topics! Even more Topics!FIGURE 2-2: To get someone’s attention on Twitter, use an @reply.FIGURE 2-3: @TMobileHelp acknowledged this customer’s anger and asked to take t...FIGURE 2-4: The main search results screen for the phrase “Social Media Marketi...FIGURE 2-5: The Advanced Search box … be sure to scroll down because there’s so...

14 Book 4 Chapter 3FIGURE 3-1: Your Twitter profile page offers little space to make a big impress...FIGURE 3-2: A header photo can highlight personality and passion.FIGURE 3-3: Pinning tweets keeps them at the top of your profile page.FIGURE 3-4: Embedding a tweet into a WordPress website.FIGURE 3-5: All the websites you can embed content from.FIGURE 3-6: You’ll paste the tweet’s URL here.

15 Book 4 Chapter 5FIGURE 5-1: Attach chat to the end of your hashtag word.FIGURE 5-2: A Twitter chat management platform such as Tchat.io can help you fo...FIGURE 5-3: Promote your chat on social networks.FIGURE 5-4: Even Instagram is a great place to post information about your Twit...FIGURE 5-5: Twubs has a Twitter chats schedule so you see what chats are happen...FIGURE 5-6: Following a numbered format helps keep your chat more organized.FIGURE 5-7: Adweek keeps things visually interesting by using gifs for their Tw...FIGURE 5-8: Expedia engages with their #ExpediaChat audience on a personal leve...

16 Book 5 Chapter 1FIGURE 1-1: Use your brand’s logo for the profile photo.FIGURE 1-2: Your Settings page is your Facebook toolbox.FIGURE 1-3: Your timeline is where you and your community interact.FIGURE 1-4: The number next to Notifications signifies new interactions and upd...FIGURE 1-5: Switch up your page’s template here.FIGURE 1-6: Choose your brand’s name for your custom username.FIGURE 1-7: Use the Invite Friends to Like Your Page box to invite friends to j...FIGURE 1-8: Use share buttons on your content.FIGURE 1-9: All your events will be listed here.FIGURE 1-10: Select where you want to share your event.

17 Book 5 Chapter 2FIGURE 2-1: #sunset is a popular hashtag, with 3 million people using it.FIGURE 2-2: You can find virtually anything in Facebook’s version of the classi...FIGURE 2-3: What’s your favorite cupcake flavor?FIGURE 2-4: Use ready-made quiz templates to put together fun quizzes for your ...FIGURE 2-5: Facebook offers are a great way to draw in customers.

18 Book 5 Chapter 3FIGURE 3-1: A Facebook ad doesn’t have to cost a lot of money.FIGURE 3-2: The ad you create depends on your goals.FIGURE 3-3: You can boost a post on Facebook to give it more visibility.FIGURE 3-4: Facebook’s Ad Center can help you get started.FIGURE 3-5: To reach the right people, target your ads.FIGURE 3-6: Facebook Marketplace is the classified ads section of the social me...FIGURE 3-7: Sell your products in real time with Facebook Live.FIGURE 3-8: By clicking on your page’s Book Now button, customers can be taken ...FIGURE 3-9: The Commerce Manager dashboard.FIGURE 3-10: Setting up your Facebook Shop.

19 Book 5 Chapter 4FIGURE 4-1: Using Facebook Live is as easy as posting to your brand page!FIGURE 4-2: Describe your video, set your permissions, and determine your audie...FIGURE 4-3: Viewers can interact by asking questions or by using reactions.

20 Book 6 Chapter 1FIGURE 1-1: Pay attention to your privacy settings.FIGURE 1-2: Choose a photo that portrays you in a positive, professional manner...FIGURE 1-3: You have various options when editing your profile photo.FIGURE 1-4: Choose a background photo that says something about you as a profes...FIGURE 1-5: All the sections you can add to your profile.FIGURE 1-6: Click the pencil in each section you want to edit.FIGURE 1-7: Your connections can recommend you based on their experiences worki...FIGURE 1-8: More endorsements mean more people are attesting to your skills.

21 Book 6 Chapter 2FIGURE 2-1: Select your page type.FIGURE 2-2: Use your company information to set up your LinkedIn Page profile.FIGURE 2-3: Your blank slate of a company page.FIGURE 2-4: Edit your company information here.FIGURE 2-5: Use showcase pages to highlight individual products, events, or ser...FIGURE 2-6: Group rules help to make a positive experience for everyone.FIGURE 2-7: Select the connections you want to invite to your group.FIGURE 2-8: What you see when your group is unlisted.

22 Book 6 Chapter 3FIGURE 3-1: Access your LinkedIn content dashboard from your home page.FIGURE 3-2: Start writing your post in the LinkedIn blogging dashboard.FIGURE 3-3: LinkedIn allows you to share your articles in a variety of places.FIGURE 3-4: Infographics really catch the audience’s eye.FIGURE 3-5: An announcement showing standing for an important award.FIGURE 3-6: An interview with the new intern!FIGURE 3-7: Letting everyone know you’re also on Twitter.FIGURE 3-8: Informing connections about an upcoming webinar.FIGURE 3-9: Happy National Dog Day!FIGURE 3-10: Segmenting your audience to target the right people.

23 Book 7 Chapter 1FIGURE 1-1: The Pin is the heart and soul of Pinterest.FIGURE 1-2: Boards are made up of a collection of Pins.FIGURE 1-3: Sharing is caring.FIGURE 1-4: Searching for a brand’s name.FIGURE 1-5: The results page once I selected a keyword from the search results.FIGURE 1-6: You sign up for a business account at a different landing page.FIGURE 1-7: What category best describes your brand?FIGURE 1-8: Oh, where do I begin? Profile!FIGURE 1-9: Starting with Settings.FIGURE 1-10: Your Pinterest home feed.FIGURE 1-11: The public view of your Pinterest profile.FIGURE 1-12: All of the cupcake-related boards.FIGURE 1-13: The Create a Pin page.FIGURE 1-14: Use the search function to find accounts to follow.FIGURE 1-15: A gif Pin to be posted to Pinterest the next day.FIGURE 1-16: A sample pop-up created with MiloTree.FIGURE 1-17: PINGROUPIE search results of a number of boards you could follow.FIGURE 1-18: A graphic created using one of Crello’s templates.

24 Book 7 Chapter 2FIGURE 2-1: Sign up to use Snapchat.FIGURE 2-2: Type your name.FIGURE 2-3: Your account page.FIGURE 2-4: A boy or a girl?FIGURE 2-5: My Bitmoji says hi to your Bitmoji!FIGURE 2-6: The Snap screen is where you take photos or video or access Chat an...FIGURE 2-7: Use your Snap code to add followers.FIGURE 2-8: Add some witty text to your Snap here!FIGURE 2-9: I can see that one person viewed my story.FIGURE 2-10: Click Submit Now to get started creating your on-demand geofilter.

25 Book 7 Chapter 3FIGURE 3-1: Use Facebook or your email address to create an Instagram account.FIGURE 3-2: The Settings screen.FIGURE 3-3: Are you a Creator or a Business?FIGURE 3-4: Decide whether or not you want to connect your business’ Facebook p...FIGURE 3-5: Instagram suggests I follow these accounts based on my business.FIGURE 3-6: Searching for IGTV creators to follow.FIGURE 3-7: See anything you like? In the Shop section you can find all types o...FIGURE 3-8: Take a moment for yourself and peruse the different well-being guid...FIGURE 3-9: Instagram comes with a variety of filters you can use to enhance yo...FIGURE 3-10: Capture their attention with your caption.FIGURE 3-11: My first post is making me hungry!FIGURE 3-12: This is where you adjust notifications for Posts, Stories, and Com...FIGURE 3-13: The Field & Main chef working hard in the kitchen. FIGURE 3-14: Ingredients straight from the garden! FIGURE 3-15: Everyone meet Julie! She’s Field & Main’s newest team member! FIGURE 3-16: This is where you’ll start your Instagram Live broadcast.FIGURE 3-17: If you selected to make your broadcast into a fundraiser, you’ll s...FIGURE 3-18: And we’re live!

26 Book 7 Chapter 4FIGURE 4-1: Select one of these methods to open your TikTok account.FIGURE 4-2: Make sure you pick a creative username!FIGURE 4-3: Welcome to your new profile!FIGURE 4-4: The search results when you type cupcakes.FIGURE 4-5: The different actions you can take on a TikTok video.FIGURE 4-6: It’s time to get creative!

27 Book 8 Chapter 1FIGURE 1-1: The zoo of social media sites is vast. Your time, however, is limit...FIGURE 1-2: Factor in relative market share, using data such as that from StatC...FIGURE 1-3: Somebody’s Mother’s Chocolate Sauce generates traffic to its websit...

28 Book 8 Chapter 2FIGURE 2-1: PatentPlaques.com uses the business directory on Spoke to promote i...FIGURE 2-2: MommySavers is an example of a demographically targeted social netw...FIGURE 2-3: The Karen Martin Group uses SlideShare to establish credibility, ex...FIGURE 2-4: Selecting the Near Me option to find nearby places (left); then com...FIGURE 2-5: A Meetup search for small-business activities near Denver produces ...

29 Book 8 Chapter 3FIGURE 3-1: Spotify offers a variety of advertising options for brands.FIGURE 3-2: An easy-to-use blogging platform, Tumblr offers another route for b...FIGURE 3-3: Showcase your brand’s talent and creative side with Vimeo.

30 Book 8 Chapter 4FIGURE 4-1: A newsletter service such as Mailchimp gives you the tools you need...

31 Book 9 Chapter 1FIGURE 1-1: A typical Google Analytics dashboard displays key web statistics.FIGURE 1-2: A HubSpot page showing details about social media activity.FIGURE 1-3: Bitly offers several displays for traffic statistics.FIGURE 1-4: A sample conversion funnel for Google Analytics. FIGURE 1-5: The Social section of Google Analytics makes it easy to collect and...FIGURE 1-6: The Social Users Flow page displays the path taken by visitors who ...

32 Book 9 Chapter 2FIGURE 2-1: Typepad stats (top) for the blog run by former New Mexico State Sen...FIGURE 2-2: Viewing statistics for YouTube videos.FIGURE 2-3: A plethora of metrics to gauge the performance of your video conten...FIGURE 2-4: Basic statistics on Pins and followers were visible to everyone who...FIGURE 2-5: Access Pinterest Analytics from the menu bar on your business Profi...FIGURE 2-6: Pinterest’s analytics provide valuable information about users and ...FIGURE 2-7: Gain more insights into your Pinterest audience.

33 Book 9 Chapter 3FIGURE 3-1: Referrers from social media are accessible through Google Analytics...FIGURE 3-2: The Twitter Analytics dashboard displays tweet activity.FIGURE 3-3: Individual tweet metrics.FIGURE 3-4: You can track all these activity types by adding columns to your Tw...FIGURE 3-5: Analytic programs such as Foller.me can help you understand the val...FIGURE 3-6: You can monitor retweets, favorites, mentions, and replies from the...

34 Book 9 Chapter 4FIGURE 4-1: The Insights Dashboard Overview page provides basic traffic, conten...FIGURE 4-2: The pop-up window for exporting Insights.FIGURE 4-3: Take advantage of the Pages to Watch feature to keep tabs on your c...FIGURE 4-4: The actions people took on your page.FIGURE 4-5: The Reach detail page.FIGURE 4-6: The Post Engagement detail page.

35 Book 9 Chapter 5FIGURE 5-1: Social Plugins statistics show how your share buttons perform.FIGURE 5-2: LinkedIn offers analytical detail for Visitors.FIGURE 5-3: Get a plethora of details about your updates here.FIGURE 5-4: Clicking the drop-down menu opens up seven different metrics to vie...FIGURE 5-5: LinkedIn offers analytical detail for Followers.

36 Book 9 Chapter 6FIGURE 6-1: Facebook’s Insights analytics tool displays Facebook metrics over a...FIGURE 6-2: Google Analytics showing social network referrals.FIGURE 6-3: You can easily track results for non–Ads campaigns in Google Analyt...FIGURE 6-4: Google Analytics displays Social Value in chart and linear forms as...

37 Book 9 Chapter 7FIGURE 7-1: Correlating an activity timeline with key performance indicators pr...FIGURE 7-2: Compare the benefits you receive from social media with the benefit...