社交媒体营销笔记之Facebook篇

功欲善其事,必先利其器。进行营销也是如此,首先找准自己的niche市场并进行适当的市场调查。比如在Facebook中可以搜索对应关键词的Facebook群,查看群里发帖频率,当然更重要的是活跃程度。这些群本身也可以成为我们推广的好渠道,通常并非粉丝越多越好,质量比数量更为重要,毕竟再多的僵尸粉也是无济于事的。

在进行市场的分析时,我们还应该确定好潜在的客户的人群画像(Demographics),这里推荐一个网站https://www.quantcast.com/,比如以下为某网站的部分数据信息:

Quantcast人群画像

通过以上信息可以了解潜在客户的基本情况,便于推广渠道的选择,同时在Facebook上进行广告投放时也可以做到更为有针对性。

很多人苦于没有发帖内容,这个实际上可以去搜索相关的文章或视频(How-to, Tutorial…),截取其中的内容,通常一篇文章就可以产生出多条Posts。

通过社交渠道进行营销切记冒进,一般需要循序渐进,前期多发一些Edutainment(教育或娱乐性)的帖子来带出营销主题。毕竟社交不同于硬广,用户的粘性和体验都相当重要。

最后,大家都知道a picture is worth a thousand words,而视频则比图片还要能直观的表现主题。在社频前加入一小段Video Intro则更能提升品牌的宣传,如若没有相关经验可以通过Fiverr等平台来花钱请人制作,以下的一些建议相关网站:
10-15 seconds max
Soundtrack:audiojungle.net
Graphics:graphicriver.net
After Effect Video Clips(videohive.net)

视频录制的网站:

https://www.techsmith.com/camtasia.html
https://animoto.com/

Facebook添加Like多表情

为优化用户体验,Facebook近日为Like上线了多种表情选项,包括Like, Love, Haha, Wow, Sad和Angry:

 love, haha, wow, sad and angry

即日起点击原Like图标即可选择Like, Love, Haha, Wow, Sad和Angry中的任意一个表情:

Facebook Like多表情选项

 

【干货分享】外贸免费社交营销的几种玩法

一直以来在博客里分享了太多的技术类文章,在生活中也有很多人以为Alan是一个技术人员。当然我自知在技术上还仅仅是个菜鸟,最近几年从事的工作也是营销类,仅仅是因为工作需要和个人兴趣才学习了一些技术知识。

所以今天撇开技术,来写一点有关营销方面的内容,希望对于奋斗在营销道路上的人尤其是外贸从事人员有所帮助。营销其实一直也是跟着技术和人们的生活习惯在改变,从早期的直邮、广播、电视广告,到后来网络兴起的SEO、SEM,乃至近几年的SNS即社交营销,我们可以很明显地看到营销方式和场景的变化。

今天Alan在这里就分享一些有关社交网络的营销思路。

【干货分享】外贸免费社交营销的几种玩法

Pinterest营销

Pinterest大约在五年前发布,那个时候我也才刚刚接触外贸独立站相关工作。一经发布,便很快地成为广大用户尤其是女性朋友所喜爱的社交平台,当然对于那些渴望流量又足够敏感的商家而言也无疑是一个巨大的金库。早期的玩法主要是采取SEO的一套做法,按照关键词去Google Images或其它图片站搜索女性所喜欢的如衣服、鞋子等图片,然后添加关键词到描述中并为图片添加所需推广的网站链接。

大量的精美图片再辅以注册多账号来Follow, Repin主账号,很容易就可以将自己的Pin排到Pinterest一些关键词的首页。而早期Pinterest还是do follow的,这样不仅可以从Pinterest引流,而且还可以形成很多高质量的外链。据说早期做Pinterest的高手一天可以达到几万ip的引流,光按Google的CPC换算已经相关可观了。

其实在2015年上半年以前Pinterest还允许对Repin的图片编辑链接,也就是说你甚至可以享受别人的劳动成功,轻松的Repin再编辑链接。

显然随着Pinterest的发展很多取巧的作法已不再适用,但Pinterest依然可以作为一个强大引流站点,上述的思路也依然可以参考使用。

Facebook营销

Facebook作为一个老牌的社交网站,这些年的发展也是有目共睹。记得当年刚刚玩上Facebook没多久,它就被墙了,那之后才知道有什么自由门, Ultra Surf之类的翻墙软件。提到美国的互联网巨头,一般都会说Amazon, Apple, Google 和Facebook这四家。

Facebook在美国乃至全球的使用量自然不必多说,甚至有消息称Facebook的广告收入已经超越Google。最重要的是它的功能迭代也是相关快速,客户粘度自然也就不错。

Facebook上比较经典的玩法应该是Tag好友,基本原理就是在图片中Tag多位好友,网红自然效果更好。基本原理是当你Tag一位好友时他的朋友圈/Timeline也会出现该消息,假如平均每个人有150个好友,一张图Tag10个人就意味着1500个impression,一天发10张图,再注册多个账号,这个流量也是可想而知的。

要知道这种做法并非遍地撒网,因为之前Facebook是可以通过API导出好友及Fan Page粉丝的相关信息的,这意味着你可以挖出Nike的粉丝然后以这种方式向他们推送Nike的仿品或竞品,关联度相当高。

随着Facebook的逐步限制,早期的直接发链接的做法已经变成了在图片上加链接,当然现在要玩这个你得有大量的IP进行切换,并且要购买大量的账户才能见效果。今天你所看到的Facebook对加好友的限制等也正是Facebook和广大营销人员博奕的结果。

据我所知上家公司的竞争对手在Facebook就是靠这种方法一步步做起来的。

视频营销

我们知道有很多图片类社交网站如Instagram,Pinterest可以作为很的引流平台,但同时也不能忽视另一类强大的传输媒介—那就是视频。

相对而言视频的制作门槛略高,而Alan坚信一切有门槛的东西背后都会蕴含着大量的机会。视频的主要玩法:

一类是SEO,因为Google改版后的整合视频导致SERP页面上会新闻、图片和视频等信息。首先由于我们所说的门槛让视频在页面上的排名更容易实现,而视频的另一个优势是即便不是排在第一位,客户也很容易地首先关注到视频并产生点击。

另一类Alan所了解的比较讨巧玩法是整理热门视频,然后通过技术手段在上面添加类似YouTube广告的覆盖层,然后放上自己的链接,分享到视频网站和社交平台上,从而达到引流的效果。

以上只能算是管中窥豹、抛砖引玉,相信很多玩法早已有了进化版,但是万变不离其宗,比如在很多营销手法上我们都可以看到SEO的影子。

Magento Facebook, Twitter登录插件

社交网站已成功占据网民们越来越多的时间,不论是一个内容站还是电商站,社交分享按钮都早已成为标配。社交分享按钮在很多模板中都已添加,甚至在Magento自带的rwd包默认模板中也已加入了Facebook和Twitter的分享按钮,此外还可以采用AddThis这样的免费代码来集成分享功能。

Magento rwd社交分享按钮

分享以外为了降低获取用户的成本、改善用户体验各大网站也开始纷纷添加了Facebook等账号登录的功能,这样做的目的是一个避免了客户看到冗长的注册表格后产生的较高的跳出率,更深层的目的也是为了能够打入客户的关系链。

关于Magento社交登录有不少付费插件,这里不再赘述。今天介绍的这款免费插件是由做Magento开发比较资深的Inchoo网站发布的,最近一次的更新时间是2014年9月5号:

Inchoo社交登录插件

下载地址: http://pan.baidu.com/s/1e7A3c 密码: ttk2

更新地址:https://github.com/Marko-M/Inchoo_SocialConnect

下载后进行压缩将app和skin两个文件夹中的内容复制到Magento的安装根目录下,登录后台System > Configuration > Customers > Customer Configuration下会出现Social Connect Facebook Options等配置组

社交登录插件后台显示

以Facebook登录为例,若要开启此功能,打开Facebook开发者页面https://developers.facebook.com/,点击导航栏My Apps下的Add a New App,在弹出窗口中选择Website

Facebook中添加网站应用

在新出现的窗口中输入一个标识名称如localtest,点击下面的Create New Facebook App ID按钮

创建Facebook ID

然后在弹出窗口中选择一个分类如Business点击Create App ID

创建新APP ID

在新的页面中输入网址,这里在本地测试使用http://localhost/magento,点击Next

添加网址

此时再点击上面导航中的My Apps就会出现我们所创建的App(这里的名称为localtest),点击进入,就可以获取得App ID和App Secret(点击右边的Show按钮并输入密码验证),将这个两个值分别填入后台中的Facebook App ID和Facebook App Secret然后保存。

获取APP ID和密钥

接下来需要激活这个App,在同一个页面左侧导航中点击Settings然后在Contact Email下输入一个有交的email地址,保存然后点击左侧导航上的Status & Review按钮,此时将Do you want to make this app and all its live features available to the general public?右侧的滑块置为YES便可以在Magento中使用Facebook登录了

激活Facebook APP

 

此时访问http://localhost/magento/index.php/customer/account/login/等页面就会出现Facebook的登录按钮

Facebook登录

常见错误

1.在进行Facebook登录时出现App Not Setup: This app is still in development mode, and you don’t have access to it. Switch to a registered test user or ask an app admin for permissions.报错

这是因为没有激活所创建的App,请参照本节激活步骤

Facebook登录报错

2.集成后出现Unable to Connect to ssl://graph.facebook.com:443. Error #154298408: Unable to find the socket transport “ssl” – did you forget to enable it when you configured PHP?报错

这很明显是由于未开启ssl,以XAMPP为例,打开php.ini文件,并取消如下语句前的分号注释,保存并重启Apache

extension=php_openssl.dll

Linux中为extension=php_openssl.so

 

Facebook Graph API初探

Facebook Graph API

通过Graph API Explorer(https://developers.facebook.com/tools/explorer)可直观地测试Graph API的一些功能,在“Get Token”下拉框中点击”Get Access Token”可授权API获取不同的数据

Graph API Explorer

对一些公开数据可直接通过url访问获取,如https://graph.facebook.com/cocacola, 也可以选择通过php的curl可以直接在代码获取到相关信息,php演示代码如下:

 $graph_url= "https://graph.facebook.com/cocacola";
        // create curl resource
        $ch = curl_init();

        // set url
        curl_setopt($ch, CURLOPT_URL, $graph_url);

        //return the transfer as a string
        curl_setopt($ch, CURLOPT_RETURNTRANSFER, 1);

        // $output contains the output string
        $output = curl_exec($ch);

        // close curl resource to free up system resources
        curl_close($ch);

        $arr = json_decode($output);
        echo '<pre>';
        var_dump($arr);
        echo '</pre>';
        //echo $arr->id;

点击此处查看执行效果

打开网站页面自动跳转到wpkg.org

Facebook Connect WPKG.ORG跳转

这两天公司同事相继发现访问公司网站跳转到wpkg.org, 都以为是受到了黑客的攻击,但访问其它网站却没有这一问题,于是怀疑是不是网站被黑了,换成有VPN浏览器访问又没有出现任何问题。有同事称通过杀毒软件虽然没查到病毒但问题消失了。

今天Alan也碰到了同样的问题,清除了一下浏览器缓存问题消失。在网站搜了一下发现还真是有不少人发现了这一情况,究其原因竟然是由于网站上有Facebook Connect插件,而众所周知FB已被ZF给墙了,无法解析相关的js,进而导致跳转到wpkg.org网站。以下是在搜索结果中截取的部分信息供各位参考。

 

近一两天,在中国大陆访问任何使用了 Facebook Connect 开发包的网站,均会将用户重新导向至 wpkg.org 或 ptraveler.com。原因是 Facebook Connect 按钮调用的“connect.facebook.net/en_US/sdk.js”代码,如果从中国大陆访问,会返回 HTTP 301 结果,并被重定向到“http://wpkg.org/my.js”,而不是获得正确的 Facebook SDK 代码。而“my.js”只有一行内容,就是将浏览器当前访问地址设置为“http://wpkg.org/”。

换句话说,网站中带有 Facebook Connect 的访问流量,将会被导向至 wpkg.org,简单的说,不管是什么网页,只要是包含了Facebook Connect 使用了sdk的网站,都会出现了这种情况,原因就不说了。

解决方法:

运行:CMD

C:\Windows\System32\drivers\etc\hosts

使用记事本打开host文件 在文件底部加上

0.0.0.0 wpkg.org

0.0.0.0 facebook.net 保存并清除浏览器缓存!

Facebook广告总结

Dynamic Product Ads

The steps for creating a Dynamic ad are:

  1. Create a Product Catalog
  2. Create and Schedule a Product Feed
  3. Create a Product Set
  4. Set up your Custom Audience Pixel or App Events
  5. Create a Product Audience
  6. Create a Dynamic Ad Template
  7. Create a Dynamic Ad Group

通过https://developers.facebook.com/docs/ads-for-websites/pixel-troubleshooting这个Chrome插件可查看Facebook的Pixel代码加载是否正常,Alan在测试时在结账页出现了”pixel did not load facebook”,这是由于没有合并初始代码和订单额上传代码,当然出现这个问题时也可能是由于其它问题。

https://developers.facebook.com/tools/

Remarket to your website visitors

广告一方面是为了获取新客户,另一方面也在于维护老客户,Facebook的Remarketing可以针对网站现有访客进行再营销,以提高转化

  1. 进入 Adverts Manager
  2. 点击左侧导航中的 Audiences
  3. 点击Create a Custom Audience按钮
  4. 在弹窗中选择 Custom Audience from your Website.
  5. 查看并同意Terms and Conditions
  6. 在网站上添加代码

Facebook自定义广告客户

Text may not take up more than 20% of the space in your image.

Advert reviews may take up to 24 hours, but are faster in a lot of cases.

It may take up to 72 hours for your account to be updated with the final cost of your adverts.

Clicks to Website: Links – Design Recommendations

Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended image size ensures your image always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.

Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20% text. See how much text is on your image.

 

Clicks to Website: Multi-Product- Design Recommendations

Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended image size ensures your image always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.

Image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20% text.

For more:https://www.facebook.com/business/ads-guide/

  Recommended Image Size
Clicks to Website 1,200 x 628 pixels
Website Conversions 1,200 x 628 pixels
Page Post Engagement 1,200 x 900 pixels
Page Likes 1,200 x 444 pixels
App Installs 1,200 x 628 pixels
App Engagement 1,200 x 628 pixels
Local Awareness 1,200 x 628 pixels
Event Responses 1,200 x 444 pixels
Offer Claims 1,200 x 628 pixels
Video Views 1,200 x 675 pixels

Google vs. Apple

Just watched a series of New York University open course, the topic is: Google vs. Apple Who Will Win? The videos were recorded in March, 2010, at least I still don’t see an answer by now. It seems people are not just talking about these two companies, there’re another two big companies involved: Amazon and Facebook.
From my point of view, Google certainly has a solid foot in Search Engine industry, it’s trying to do things in a lot of industries, apart from its text ads, the main products it’s focusing on are YouTube, Android. Of course, Google is also trying to make Google Shopping global. The thing is Google is probably reaching out to too many industries, thus will get many not just competitors but foes to some extent. Surely like Microsoft, Google has tons of money, but I doubt if even a company as large as Google is can afford to spread staffs to so many areas. Everybody talks about the benefit of the openness at Google, they’ll certainly develop well but they should have a clear strategy, let’s see where Eric Schmidt’s going to lead Google to.
Unlike Larry Page and Brin Sergey, Apple Computer’s co-founder Steve Jobs really tended to control things, he sort of set the rule under all circumstances. His perfectionism played a great role in Apple’s success. Apple didn’t really invent most of the leading technologies, it combined the technologies with good ideas and nice designs, which make the consumers love their products, like the iPod, iPhone and iPad. Now Jobs died, Tim Cook don’t have the control and perfectionism as Jobs had, and up till now, honestly I do not see a lot of innovations going on there. You certainly have heard people mocking the iPhone 5, and you certainly cannot see the iPad mini as an innovation. However, Apple do have many patents and the Apple products still sell well. At here in China, people still buy Apple products to claim their social status even though iPhone was called “stree phone” by some people. Certainly Apple is not going to die overnight, but innovation is definitely the thing they need to worry about.
Amazon is sort of the model for our company, whenever we look for a change to our website or plan for a promotion, we look at Amazon. Amazon’s Kindle seems doing well, many people still love to shop on Amazon.com. Although I do not think the product ads and sponsor link ads are really helpful for businesses, they’re still on the right track and are not likely to any competitors within a short time.
Facebook is certainly a trend, the users are still growing. Almost every foreigners I know are using Facebook, people certainly are not going to abandon Facebook just because there’s Google Plus or Pinterest in the near future. However, I doubt if they’ve found the way to earn a huge amount of money. I’m not an expert in this, just based on my own experience, the ads on Facebook don’t really bring a conversion as high as Google’s, and it looks like Facebook was going to launch a new shopping service earlier this year, but it never really came along, how could they miss the holiday season? Well, at least they do have a vast amount of users, the question is how are they going to make more money.
Of course, there’s Microsoft as well. It’s been there as a big guy for many years. and it’s rich. However. the industry has changed, in this so-called post PC era, not everybody needs to buy a desktop or notebook, as for the mobile devices, there’s already Android and iOS out there. Microsoft is like totally abandoned the concept of its former operating system, and came up this new Windows 8, which can be adopted on both PC and tablets. I still don’t see it as a success. Like Google’s Nexus, it has Surface, is it still gonna have the same market share in mobile industry as in PC industry? Probably not just Microsoft, there’s also what Intel’s worrying about.