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Outsmarting Social Media: Profiting in the Age of Friendship Marketing

By Evan Bailyn

Published by Que

Published Date: Apr 10, 2012

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Description

The war is on. The titanic battle between Google and Facebook has begun—and you can use it to earn more profits! In this book, Evan Bailyn reveals how to attract friendship-based recommendations that will motivate customers more than any ad or algorithm. Bailyn explains how today’s Internet titans are battling to control the future of search and social media, and shows how to use their newest innovations to supercharge your marketing. Packed with case studies from Bailyn’s pioneering clients, Outsmarting Social Media offers detailed predictions, careful analysis, and—above all—practical techniques. Read it, get ready for the future, and start reaping the rewards!

 

You’ll Learn How To:

 

• Discover where search and social media are headed, and what it means to you

• Implement strategies that work right now–and will work even better in the future

• Begin profiting from friendships, personal relationships, and tastemakers

• Start using today’s new currency of trust: likes, comments, retweets, shares, and video responses

• Use social discovery to deliver messages with stunning personal relevance

• Master the “Search and Sell” method for profitingfrom real-time search

• Sell through personalized recommendations delivered straight to smartphones

• Build your business with Foursquare and Facebook Places check-ins

• Learn effective, low-risk ways to use Groupon-style “daily deals”

• Mine cash from social data in entertainment, beauty, shopping, food, travel, health, and

other verticals

• Prepare for emerging shifts in pay-per-click, organic SEO, and web display ad markets

• Preview tomorrow’s most exciting new social players, platforms, products, and services

Table of Contents

Introduction

 

1 The Clash of the Internet Giants 7

The Rise of Facebook ..........................................................................................8

Google’s Problem ...............................................................................................12

Google’s Artillery ................................................................................................16

The Coming Showdown ................................................................................17

 

2 The New Influences in Search and Social Media 21

The Evolution of a Social Algorithm .....................................................22

The Rise of Tastemakers on Facebook ..................................................23

How to Become a Facebook Tastemaker.............................................26

    Build an Organic Fan Base ....................................................................27

    Entertain People to Increase Exposure to Your Status Updates ................30

    Facebook Ads ................................................................................................33

Google’s Pursuit of Tastemakers ..............................................................38

Escalation of Tensions Around Tastemaker Data .........................41

 

3 Social and Contextual Discovery 43

Social Discovery ..................................................................................................44

How Facebook Will Incorporate New Types of Social Advertising ....................46

    Richer Tagging..............................................................................................47

    New, Purchase-Related “Stories” in the News Feed ..............49

    Better Information on Friends and their Activities ...............50

    More Personalized Deals ........................................................................50

    Birthday Gift Suggestions ......................................................................50

Contextual Discovery .......................................................................................51

Capitalizing on Contextual Discovery ..................................................54

 

4 Real-Time Search and the Culture of Status Updates 57

Real-Time Search’s Homes ...........................................................................59

Profiting from Real-Time Search: The Search and Sell Method ....................62

    Devise Clever Search Phrases that Return Status Updates From Potential Customers ......63

    Identify the Usernames of Your Target Customers ..............64

    Take Your Time Contacting Leads ..................................................65

Real-Time Search as an Advertising Aid .............................................68

Preparing for Real-Time 2.0 ........................................................................69

Benefiting from Real-Time 2.0...................................................................70

Winning the Real-Time Search Game ..................................................73

 

5 Where Social Meets Local 75

How to Rank Highly in Google’s Local Searches ...........................77

    Directory Listings .......................................................................................79

    Links ....................................................................................................................80

    Proximity to the Searcher ......................................................................80

    Business Name ..............................................................................................81

    Proper Categorization and Tagging ................................................82

    Reviews ..............................................................................................................83

    Social Interaction ........................................................................................83

Check-Ins and Location Sharing ..............................................................84

Contextual Discovery and the Local Landscape .............................88

Social Data and the Local Meeting ..........................................................90

 

6 Converting Social Media into Profits 93

Making Yourself Valuable ............................................................................94

The Principles of Selling Through Social Media ............................97

    Principle #1: Cater to Short Attention Spans ............................98

    Principle #2: Know Your Medium ...................................................99

    Principle #3: Target People’s Core Interests ........................... 101

    Principle #4: Ask for the Sale............................................................ 107

    Principle #5: Invest Widely in Small Quantities, Then Invest Deeply in Whatever Is Working ........... 109

Monetizing in Each Medium ................................................................... 110

 

7 The Possibilities of Social Data 117

The Pandora of People ................................................................................. 119

Social Data As a Life Saver ........................................................................ 122

The Inner Workings of “People Similar to You” ........................ 124

Corporate and Government Uses of Social Data ........................ 126

Facebook and the Future of Social Data ........................................... 129

 

8 Dominating Facebook Ads 131

Facebook Versus Google: The Battle for Your Purchasing Power ................. 132

How to Think About Facebook Ads ................................................... 135

The 10 Commandments of Amazing Facebook Ads ................ 140

    Thy Picture Must Be Relevant ......................................................... 140

    Thy Call to Action Must Be Clear ................................................. 140

    Honor Thy Fans’ Complementary Interests ........................... 140

    Thou Shalt Not Bore Thy Ad Viewers........................................ 141

    Emotionalize Thy Language .............................................................. 141

    Thou Shalt Be Positive .......................................................................... 143

    Simplify Thy Language ......................................................................... 143

    Thou Shalt Not Covet Sexy Pictures ............................................ 143

    Thou Shalt Test Thy Ads in Different Demographics ........................ 143

    Reward Thy Fans...................................................................................... 144

Good Ads and Bad Ads ............................................................................... 144

    Good Ads ...................................................................................................... 144

    Bad Ads .......................................................................................................... 147

Converting Facebook Likes into Purchases .................................... 150

Using Status Updates to Engage Fans and Convert Customers ................... 154

 

9 Outsmarting Everything Else 157

Attracting Attention on YouTube ........................................................ 158

Using LinkedIn for Business Development .................................... 162

Speaking to Success ........................................................................................ 164

    Build Your Bio ........................................................................................... 164

    Speak Anywhere You Can .................................................................. 166

    Get Friendly with Conference Organizers ............................... 167

    Apply to Many Conferences ............................................................. 167

    Get Creative with Your Presentations ........................................ 167

Managing Your Online Reputation ..................................................... 169

A Final Word ..................................................................................................... 170

 

Index 171

 

Purchase Info

ISBN-10: 0-13-285948-3

ISBN-13: 978-0-13-285948-6

Format: Safari PTG

This publication is not currently for sale.