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by Guy Clapperton
This is Social Commerce: Turning Social Media into Sales
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Title page
Copyright page
INTRODUCTION: THE DEATH OF ATTENTION
The new demographic
Mobile social
What this book isn’t
What this book is
1 WELCOME TO SOCIAL COMMERCE
An early social business: Naked Wines
The existing model
Like minds
Not just for wine
Flexibility: interacting where you want
Developing a theme
In with the old, in with the new
Technology and legality
2 DIVING IN
Groupon and its ilk
Location-based services: Facebook and FourSquare
Transactions on Facebook
The Facebook app
Give us a fiver – raising social capital through social media
Footnote for the future: Google Plus
3 GETTING NEW CUSTOMERS IN THE SOCIAL MEDIA AGE
Hey you, want a bargain?
Suit you, sir (or madam)
Individual tones
Hard cash
Dell
Public sector
Results
4 SUBTLE SELLING
Selling for England
Facebook: A great venue for engagement
What’s on the page
Soft sell
Company strategy
Bluebeards ahoy: Conversing with partners
5 CUSTOMERS AND BEYOND – THE DIFFERENT COMMUNITIES YOU CAN TALK TO
Social media for explaining stuff
Developing the game and monitoring the results
International appeal
The colour of money
Customers: it’s not just about text
Honda gets appy
6 BUILDING A COMMUNITY
Selecting the right network
Hashtags
Other networks
Getting the ‘world wide’ out of the web
Funding and managing
Peer reviews
Registering for the local sites
Proactively encouraging your community
E-newsletter contents
Making it seem individual
Community
7 NEW PRODUCT DEVELOPMENT AND CUSTOMER SERVICE
Brave new products – a word about research and development
‘Ice cream, you scream’
The tone before social
Entering a conversation
Payback time: the research
Costs
Product research
Content and tone
Recruitment is king
Does it work?
Listening to what works
8 MARKETING COMMUNICATIONS
Your digital shadow
Corporate digital: Sage advice
Measuring the effect and gaining influence
Klout
Bloggers and other influencers
Getting information to them
Ways of engaging
Communicating with different audiences
9 SHOW ME THE MONEY – MEASURING ROI
Hey you, want a free iPad?
Just enough cooks
Biccies
The solicitor will see you now
Social media as a gateway to action
POSTSCRIPT
Index
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