Overview

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

Full Product Details

Author:   Evan Bailyn
Publisher:   Pearson Education (US)
Imprint:   Que Corporation,U.S.
Dimensions:   Width: 15.60cm , Height: 1.00cm , Length: 22.70cm
Weight:   0.262kg
ISBN:  

9780789749390

ISBN 10:   0789749394
Pages:   192
Publication Date:   19 April 2012
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

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  

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Author Information

Evan Bailyn, founder of First Page Sage, is an Internet entrepreneur and expert in search engine optimization and social media. He has elevated online presence and revenue for Fortune® 500 companies, celebrities, small businesses, and nonprofits, and has used his Google SEO expertise to build and sell five businesses, including one of the web’s largest children’s sites, Cartoon Doll Emporium. The author of Outsmarting Google: SEO Secrets to Winning New Business, he has been interviewed on ABC and Fox News, and been covered in Forbes, The New York Times, and The Wall Street Journal.

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