Social eCommerce (Anglais) Broché – 12 août 2014
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Commentaires en ligne
Commentaires client les plus utiles sur Amazon.com (beta)
Background: I am not a professional marketer but have a good amount of experience with social marketing.
Overall: The book provides a high level overview of social media marketing and selling concepts. Folks running their own businesses seeking to get into social media, and newcomers to the field will find this book valuable.
The author's previous work "Art of SEO", is more of a compendium on the subject of SEO. This book is not such a compendium, it covers social media marketing at a higher level.
Some more detailed review of the contents:
1. Introduction and overview of social landscape - summarizes the concepts and current technologies. Rudimentary for experienced folks.
2. General strategy - Framework for thinking about social media strategy for businesses. Newcomers will find this valuable.
3. Separate strategy chapters for physical goods, digital goods, and brick and mortar business - very valuable for new businesspeople wanting to use social more effectively to drive business.
4. Facebook advertising - this is one of the co-author's main area of expertise and is one of a couple chapters that even social media veterans will find interesting as it gets a more detailed treatment.
5. Grab bucket of tactics - as a veteran in the space, I found this section most valuable. Most should find at least one tactic to implement within their social strategy.
6. Reputation, changing technology, influencer strategy - sound mindsets around each subject supported by good examples.
7. Book marketing - valuable for authors. Since the author is both an internet technology expert and an author, writers will find this valuable. Non-writers can skip.
8. Social SEO - In addition to the tactics chapter, this was the other section I found to contain the most gems. This is also the author's main area of expertise, and it shows.
Throughout, the most important concepts are supported with case studies - probably the most valuable part of the book.
To summarize, the book is a good introduction to the space and basic strategy. Veterans will find some of the content rudimentary but between the tactics, case studies, and SEO chapters, will still find gems of information.
The authors recognize that social media strategy will vary depending on whether you're selling a tangible product or a service. They offer guidelines for each.
They also recommend sites I haven't seen mentioned anywhere else (such as a site for speakers) and present extremely practical tips to implement an online strategy. I particularly like the list of 30 social media content ideas, one for each day for a full month. I also like the inside information, such as (p 92) the suggestion that Yelp's filtered reviews often will be more helpful than the regular reviews. They note that, "Smart Yelp users know not to trust glowing 5-star reviews from reviewers with few friends and few other reviews."
They could have noted that the same holds true here on Amazon. When it comes to Amazon reviews, the authors offer more accurate information than I've seen elsewhere. They note that Amazon forbids buying reviews (a purchased review is very easy to spot anyway) and they note that top reviewers are swamped with review requests. That is completely accurate: you don't have to be a Top 20 reviewer to get requests almost daily.
In summary, this book will be worth the investment for anyone who wants to market a business through social media. It's not the ideal book for a complete beginner. As with almost any book on marketing, the authors assume that you have a marketable idea that will attract at least some customers or clients. The more attractive, appealing and unique your idea, the more you will benefit from social media, or indeed any marketing strategy.
I definitely have mixed feelings about this book. It seems written for business professionals that have little idea what social media (or the internet) is. If that's you, buy this book. :) If you're a little bit more social media/tech savvy, there is still a lot of information you might find useful. Each chapter (and they include such titles as "Marketing Strategy: Physical Goods," "Event Promotion," and "Book Promotion") has a number of headings that contain tips and techniques for being successful in that area. This information is not all-encompassing, but usually includes links to websites that have more details. That makes this book a great starting place (especially if you just want a broad understanding of the subject), but not an in-depth resource - you'll need a more focused book/webpage on that specific area if you want to completely understand it. But, at ~276 pages, Social eCommerce does a solid job of providing basics.
Rating: 4 out of 5 stars. A respectable starting place for learning about Social eCommerce.
The book structure is divided in some general background information regarding past, present and maybe future social media networks to keep an eye, then explicit guidelines and marketing strategies on different fields of business, and last but not least great advice on how to get the message out to a broader audience. This allows for quick navigation and using the book as a reference rather than a back-to-back read. Personally, while reading about a particular marketing strategy I went back and forth between other chapters to fill in some interesting side-note and to cook up some ideas.
Although, using and running paid advertising services for some of my clients I still came across a big pile of improvements. The authors describe the benefits of shifting away from plain numbers in terms of search engine ranking towards conversions (and therefore earning money) very well. I'm going to keep this title in an easy to reach location on the bookshelf for obvious reasons:
* It clearly helps me and my clients to create better and more successful marketing campaigns on social media networks.
* It's a treasure trunk of links to outstanding online resources in order to create better adverts.
* Lots of practical information about things to avoid ;-)
So those were my reservations from the start... one author I like, two authors I don't know/trust and a strong dislike (bordering on hatred) for those ubiquitous computer books with animals on the covert. That said... THIS BOOK IS AWESOME. I have literally (and, as an author myself, I don't use that word lightly!) changed the way my websites do business after reading it. Bottom line is, if you hate money, influence and knowledge then avoid this..... but, if your like the rest of us (especially if you like no-B.S. advice that works from day1) then Buy It Now.