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Outsmarting Social Media: Profiting in the Age of Friendship Marketing
- By Evan Bailyn
- Published Apr 13, 2012 by Que.
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- Book
- ISBN-10: 0-7897-4939-4
- ISBN-13: 978-0-7897-4939-0
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
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6 of 8 people found the following review helpful
Amazingly Easy to Read and Understand!!!, By Kenneth Hurley (Redwood City, CA, US) - See all my reviews
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This review is from: Outsmarting Social Media: Profiting in the Age of Friendship Marketing (Kindle Edition)
I have to say that I was skeptical that I would like this book. But it was less than $9.00 on Kindle. I devoured the book in 2 days and was glad I did. The writing is very fluid and was easy for me to understand and grasp the concepts. I really liked the writing style. The only odd thing was the redundant quotes of the text, not sure if that is in the Kindle only version. But I just skipped over those.I had met Evan earlier from a meetup group and he has very personable and a good speaker. He had given me a taste of his book in his presentation, so I decided to go ahead and read it. I had even offered to help him or his customers out for equity or for free. After reading his book and finding this technique in there, I thought he might think I was using his own techniques against him! About 1/2 way through the book, I tried some of his techniques for a project and received 84 likes in less than 24 hours. I am continuing to use his techniques to build up and... Read more
1 of 1 people found the following review helpful
good for overview, not for detail, By
This review is from: Outsmarting Social Media: Profiting in the Age of Friendship Marketing (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
Social media is perhaps the fastest moving software industry right now. Some details were already out of date when the book was printed and almost a year later, you have to take anything the author says with a grain of salt. Some of the overview material in the book is still useful and the chapters on the details are sometimes worth reading, but I recommend reading the latest online tutorials as well for more accuracy. Online material is kind of scattered and has inconsistent quality, but no books are going to be real accurate for this field.
1 of 1 people found the following review helpful
(3.5 stars) A well-written, well-researched book that unfortunately is hampered by recent changes in social media, By
This review is from: Outsmarting Social Media: Profiting in the Age of Friendship Marketing (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
Reading Evan Bailyn's "Outsmarting Social Media", I was rather pleased by the way he wrote the book. Primarily making it accessible for anyone to read, no academic-style verbage and pretty much relying on facts and focusing on Google, Facebook and Twitter.But there is one thing that Bailyn writes about that caught my attention. The Google Algorithm. From SEO to affiliate links, many people have made money through their website until 2011 when Google changed their algorithm. From making money through text links and getting on top of the search ratings for a few years, suddenly went out the window and people were stunned to find out that their work to make money was suddenly altered. Those who messed (or scammed) the system went on to other things. But what other things are out there for people to pursue in Social Media and through friendship marketing? Well, that's where Evan Bailyn's book comes in. Bailyn talks about how communicating with people and... Read more |
Online Sample Chapter
Outsmarting Social Media: Social and Contextual Discovery
Sample Pages
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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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