Showing posts with label Social Media and Marketing. Show all posts
Showing posts with label Social Media and Marketing. Show all posts
 
Video

Does Facebook Know You Better Than You Do?

What makes you tick, whom you know, where you go, even where you might end up. The information you share in your profile is a mere snippet of what Facebook and its partners really know about you. Kevin Roose, a technology columnist for The Times, explains.
 By AINARA TIEFENTHÄLER, ROBIN STEIN and KEVIN ROOSE on Publish DateApril 9, 2018. .Watch in Times Video »
When I downloaded a copy of my Facebook data last week, I didn’t expect to see much. My profile is sparse, I rarely post anything on the site, and I seldom click on ads. (I’m what some call a Facebook “lurker.”)
But when I opened my file, it was like opening Pandora’s box.
With a few clicks, I learned that about 500 advertisers — many that I had never heard of, like Bad Dad, a motorcycle parts store, and Space Jesus, an electronica band — had my contact information, which could include my email address, phone number and full name. Facebook also had my entire phone book, including the number to ring my apartment buzzer. The social network had even kept a permanent record of the roughly 100 people I had deleted from my friends list over the last 14 years, including my exes.
There was so much that Facebook knew about me — more than I wanted to know. But after looking at the totality of what the Silicon Valley company had obtained about yours truly, I decided to try to better understand how and why my data was collected and stored. I also sought to find out how much of my data could be removed.
How Facebook collects and treats personal information was central this week when Mark Zuckerberg, the company’s chief executive, answered questions in Congress about data privacy and his responsibilities to users. During his testimony, Mr. Zuckerberg repeatedly said Facebook has a tool for downloading your data that “allows people to see and take out all the information they’ve put into Facebook.” (Those who want to download their own Facebook data can use this link.)
But that’s an overstatement. Most basic information, like my birthday, could not be deleted. More important, the pieces of data that I found objectionable, like the record of people I had unfriended, could not be removed from Facebook, either.
Continue reading the mai
“They don’t delete anything, and that’s a general policy,” said Gabriel Weinberg, the founder of DuckDuckGo, which offers internet privacy tools. He added that data was kept around to eventually help brands serve targeted ads.
Beth Gautier, a Facebook spokeswoman, put it this way: “When you delete something, we remove it so it’s not visible or accessible on Facebook.” She added: “You can also delete your account whenever you want. It may take up to 90 days to delete all backups of data on our servers.”
Digging through your Facebook files is an exercise I highly recommend if you care about how your personal information is stored and used. Here’s what I learned.

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How Facebook Lets Brands and Politicians Target You

A history of the steps the company took to become an advertising giant.
 OPEN GRAPHIC

Facebook Retains More Data Than We Think

When you download a copy of your Facebook data, you will see a folder containing multiple subfolders and files. The most important one is the “index” file, which is essentially a raw data set of your Facebook account, where you can click through your profile, friends list, timeline and messages, among other features.
One surprising part of my index file was a section called Contact Info. This contained the 764 names and phone numbers of everyone in my iPhone’s address book. Upon closer inspection, it turned out that Facebook had stored my entire phone book because I had uploaded it when setting up Facebook’s messaging app, Messenger.
This was unsettling. I had hoped Messenger would use my contacts list to find others who were also using the app so that I could connect with them easily — and hold on to the relevant contact information only for the people who were on Messenger. Yet Facebook kept the entire list, including the phone numbers for my car mechanic, my apartment door buzzer and a pizzeria.
This felt unnecessary, though Facebook holds on to your phone book partly to keep it synchronized with your contacts list on Messenger and to help find people who newly sign up for the messaging service. I opted to turn off synchronizing and deleted all my phone book entries.
My Facebook data also revealed how little the social network forgets. For instance, in addition to recording the exact date I signed up for Facebook in 2004, there was a record of when I deactivated Facebook in October 2010, only to reactivate it four days later — something I barely remember doing.
Facebook also kept a history of each time I opened Facebook over the last two years, including which device and web browser I used. On some days, it even logged my locations, like when I was at a hospital two years ago or when I visited Tokyo last year.
Facebook keeps a log of this data as a security measure to flag suspicious logins from unknown devices or locations, similar to how banks send a fraud alert when your credit card number is used in a suspicious location. This practice seemed reasonable, so I didn’t try to purge this information.
But what bothered me was the data that I had explicitly deleted but that lingered in plain sight. On my friends list, Facebook had a record of “Removed Friends,” a dossier of the 112 people I had removed along with the date I clicked the “Unfriend” button. Why should Facebook remember the people I’ve cut off from my life?
Facebook’s explanation was dissatisfying. The company said it might use my list of deleted friends so that those people did not appear in my feed with the feature “On This Day,” which resurfaces memories from years past to help people reminisce. I’d rather have the option to delete the list of deleted friends for good.
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Your Facebook account keeps a record not only of ads you have clicked on, but also of advertisers that have your contact information, which can also be viewed in your archive.

The Ad Industry Has Eyes Everywhere

What Facebook retained about me isn’t remotely as creepy as the sheer number of advertisers that have my information in their databases. I found this out when I clicked on the Ads section in my Facebook file, which loaded a history of the dozen ads I had clicked on while browsing the social network.
Lower down, there was a section titled “Advertisers with your contact info,” followed by a list of roughly 500 brands, the overwhelming majority of which I had never interacted with. Some brands sounded obscure and sketchy — one was called “Microphone Check,” which turned out to be a radio show. Other brands were more familiar, like Victoria’s Secret Pink, Good Eggs or AARP.
Facebook said unfamiliar advertisers might appear on the list because they might have obtained my contact information from elsewhere, compiled it into a list of people they wanted to target and uploaded that list into Facebook. Brands can upload their customer lists into a tool called Custom Audiences, which helps them find those same people’s Facebook profiles to serve them ads.
Brands can obtain your information in many different ways. Those include:
■ Buying information from a data provider like Acxiom, which has amassed one of the world’s largest commercial databases on consumers. Brands can buy different types of customer data sets from a provider, like contact information for people who belong to a certain demographic, and take that information to Facebook to serve targeted ads, said Michael Priem, chief executive of Modern Impact, an advertising firm in Minneapolis.
Last month, Facebook announced that it was limiting its practice of allowing advertisers to target ads using information from third-party data brokers like Acxiom.
■ Using tracking technologies like web cookies and invisible pixels that load in your web browser to collect information about your browsing activities. There are many different trackers on the web, and Facebook offers 10 different trackers to help brands harvest your information, according to Ghostery, which offers privacy tools that block ads and trackers. The advertisers can take some pieces of data that they have collected with trackers and upload them into the Custom Audiences tool to serve ads to you on Facebook.
■ Getting your information in simpler ways, too. Someone you shared information with could share it with another entity. Your credit card loyalty program, for example, could share your information with a hotel chain, and that hotel chain could serve you ads on Facebook.
The upshot? Even a Facebook lurker, like myself, who has barely clicked on any digital ads can have personal information exposed to an enormous number of advertisers. This was not entirely surprising, but seeing the list of unfamiliar brands with my contact information in my Facebook file was a dose of reality.
I tried to contact some of these advertisers, like Very Important Puppets, a toymaker, to ask them about what they did with my data. They did not respond.

What About Google?

Let’s be clear: Facebook is just the tip of the iceberg when it comes to what information tech companies have collected on me.
Knowing this, I also downloaded copies of my Google data with a tool called Google Takeout. The data sets were exponentially larger than my Facebook data. For my personal email account alone, Google’s archive of my data measured eight gigabytes, enough to hold about 2,000 hours of music. By comparison, my Facebook data was about 650 megabytes, the equivalent of about 160 hours of music.
Here was the biggest surprise in what Google collected on me: In a folder labeled Ads, Google kept a history of many news articles I had read, like a Newsweek story about Apple employees walking into glass walls and a New York Times story about the editor of our Modern Love column. I didn’t click on ads for either of these stories, but the search giant logged them because the sites had loaded ads served by Google.
In another folder, labeled Android, Google had a record of apps I had opened on an Android phone since 2015, along with the date and time. This felt like an extraordinary level of detail.
Google did not immediately respond to a request for comment.
On a brighter note, I downloaded an archive of my LinkedIn data. The data set was less than half a megabyte and contained exactly what I had expected: spreadsheets of my LinkedIn contacts and information I had added to my profile.
Yet that offered little solace. Be warned: Once you see the vast amount of data that has been collected about you, you won’t be able to unsee it.

I Downloaded the Information That Facebook Has on Me. Yikes.

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10 Foolproof Strategies for Choosing an E-commerce Niche

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10 Foolproof Strategies for Choosing an E-commerce Niche

                                                             
One of the questions I often get asked on social media revolves around e-commerce — specifically, e-commerce niches.
How do you choose the e-commerce niche that’s right for you?
That’s a tough question for me to answer because I’m not you. My experiences, goals, and knowledge base aren’t the same as yours.
Everyone has to choose the e-commerce niche that’s right for them. If you don’t, you’ll likely fail.
Many people ask me about popular, expensive products. Doesn’t everyone want a new 60-inch television? Or the latest iPhone?
So that’s the best place to start in e-commerce, right? People see dollar signs.
But that’s the wrong place to start.
Just because everyone wants a new iPhone doesn’t mean you should sell iPhones. In fact, that’s a good reason to avoid the niche. There’s a ton of competition.
Instead, I urge you to follow these 10 foolproof strategies for choosing an e-commerce niche that’s right for you.
First, though, let’s define the term “niche” and figure out why you need one.

What’s an e-commerce niche?

Your e-commerce niche represents the narrow category into which your products fall. For instance, fashion is a fairly broad niche. High-heeled shoes are much narrower.
When you choose an e-commerce niche, your brand will revolve around it.
You’ll build a target audience based on the niche’s qualities and the pain points your product solves.
Sure, you might eliminate a few potential customers, but you’ll also create more demand among people who really want what you sell.
In fact, micro-niche marketing has become extremely popular. It’s finding the narrowest possible niche while still enjoying a sufficiently large audience.
2018 04 08 17 39 05 Micro Niche Marketing Todays Key To Financial Success Infographic
When you choose a micro-niche, you can rank your content for related keywords more easily. Plus, you have less competition and a more targeted audience.
Even if your niche is broad, though, you need to select one that will permit years of commercial success.
That’s not something you accomplish in an afternoon.

Why do you need an e-commerce niche?

Some companies are able to sell everything — and do it well. They’re the exception, though, instead of the rule.
Amazon, for instance, has departments and categories for just about anything you might want.
2018 04 08 17 43 23 Amazon.com Online Shopping for Electronics Apparel Computers Books DVDs m
The same goes for eBay. In other countries, huge marketplaces like Alibaba have enjoyed tremendous success.
2018 04 08 17 44 43 Manufacturers Suppliers Exporters Importers from the worlds largest online
These companies shouldn’t provide inspiration, though, unless you’re looking at specific categories.
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Small business owners can find tons more success by starting with one, highly sought-after product.
You can add more later if you want, such as upsells and downsells. But don’t bite off more than you can chew.

Why should you start with a niche instead of a product?

I talk to a lot of startup entrepreneurs who don’t really know what they want to do.
I’ll say, “What is your goal?”
The answer might look something like this: “I want to start a really big e-commerce business.”
Unfortunately, that’s not specific enough. Not even close.
If you look at the numbers, it’s easy to see that e-commerce spend continues to grow year after year.
2018 04 08 17 48 25 Global Ecommerce Statistics and Growth Trends Infographic
By 2021, Shopify estimates that total e-commerce spend will climb to $4.5 billion. That’s a ton of cash.
While many e-commerce dollars go to those big marketplaces like Amazon and eBay, a lot of them also get spent in smaller, niche-oriented online stores.
Additionally, the market itself is global.
When your target audience can be found in every country around the globe, lots of opportunities present themselves.
2018 04 08 17 50 05 Global Ecommerce Statistics and Growth Trends Infographic
To capitalize on these trends, though, you have to get very specific.
Build your brand around what you’re passionate about and what you can do well.

Today 10 Foolproof Strategies for Fast Right now Choosing an E-commerce Niche Quick Simple Easy Step-by-Step Process Works Quickly

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From Start to Profit: How to Set Up an Ecommerce Store and Generate Sales

                                                                                                                                  
11APR, By Naveed Zulfiqar
                                                                                                                                  
ecommerce
Setting up an ecommerce store is an increasingly popular way of making money online.
If you’re interested in getting into the action and setting up your own ecommerce store, you might not know where to begin.
If that sounds like you – take a breath and relax.
In this post, we’re going to examine the steps that you need to go through, in order to set up a profitable ecommerce store.
We’ll go through how you can actually set up an ecommerce store, but also the strategies you can use to generate sales.
Download this cheat sheet of 6 clever ways to (ethically) boost Ecommerce store sales (Bonus).
By the end of this post, you’ll have a blueprint that you can use to set up your very own profitable ecommerce store.
Let’s begin! 

Deciding what you’re going to be selling

You don’t have an ecommerce store if you don’t have anything to sell.
So, before you do anything else, you must first decide what you’re going to be selling.
There are two ways you can approach this challenge.
  1. You can create something that ‘scratches your own itch.’
  2. You can take something that already exists and make something better, while also doing a better job of marketing it.
In this post, we’re going to focus on option two, which involves creating something better, while also marketing it better.
This option can be simpler for newbies, because you’re taking a lot of the risk out of the situation.
After all, you don’t need to do as much market research, because you already have proof that an existing product is already succeeding.
Let’s go through the process, then, of finding a product.  
The niche you choose is going to depend on what you’re familiar with.
Ideally, you want to sell something in a niche you have familiarity with, as you’ll be better able to connect with the market you’re trying to sell to.
This is important, because you’re going to be writing copy.  If you want your copy to be good, it needs to connect with your target audience.
Let’s say I’m looking to start an ecommerce business dedicated to selling premium ($20+) paper notebooks.
First, I need to take a look at what is already selling.
And, I can do that by taking a look at Amazon – the king of all ecommerce stores.
If I type in ‘notebooks,’ I’m presented with the following products. I set the price range between $25-$50, so that I can narrow down the category. I’ve also sorted the page by ‘Avg. customer review.’
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I now need to browse this page and see if there are any products that look interesting.
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From the screenshot above, I can see that there is a ‘Whiteboard Notebook,’ that might be worth taking a look at.
Here are some other ideas that might be worth investigating.
image15
From what I can see, the top notebooks have high quality covers and thick paper inside of them. On top of that, they also seem to follow a certain theme.
For example, here is the description for one of the notebooks that I found.
image03
So, we have some inspiration, in terms of where we could take this.
Now we need to find out how we could source such a product.

Sourcing Products

For many people in the ecommerce space, the best way to source products is by using a site called Alibaba.
Alibaba is a good place to check out, considering that 12.7 billion orders have taken place in its marketplace in the past.
Using Alibaba, you can find suppliers for an incredible variety of products.
To do that, head over to Alibaba.com
We then need to type in a keyword that is related to what we we’re trying create.
Let’s stick with the example from before, ‘premium notebooks.’
image16
As you can see, you’re now presented with a list of suppliers, each of which provide a different style of notebook.
Now, there’s a good chance that the first company I come across isn’t going to be able to meet my requirements.
So, I’ll need to contact quite a few of them to see what they can do for me.
However, before you think about doing this, it is important that you first get crystal clear about what your requirements are.
If you are not, then you will be wasting everyone’s time, as the prices quoted to you by suppliers will be very closely tied with the specifications you provide.
And, if you change your specifications, the prices could change dramatically – not something you want to experience right at the last minute.
So, make sure that you know exactly what you want, ahead of time.
With a notebook, I’ll need to make sure that they can create a notebook with the paper thickness I want, but also with the number of pages I want, too.
I’ll also want to see if they can take my designs and use them as front covers.
Thankfully, Alibaba makes it easy to conduct some due diligence, regarding the seller’s who have listings on the site.  You’ll often see some stats on each of the product pages you take a look at.
Below is an example of what was shown for one seller, who looked like a good notebook supplier.
image09
The icon on the upper left lets me know that they’ve been a ‘Gold Supplier,’ for six years.
image17
In the Alibaba ecosystem, a Gold Supplier signifies that a business that is serious about trading with other companies internationally.
Companies have to pay for this recognition, which provides extra reassurance.
You’ll also see another icon, in the top right hand corner, that shows that the seller has signed up for the ‘Trade Assurance,’ program – protecting you, should anything go wrong.
image13
Provided that you see these two things, it may be worthwhile to reach out to this seller to see what they can provide.
A few key things you’ll want to discuss are the payment terms (and how much deposit is required)and if any sample products can be sent over.
Ordering sample products, before you make a big order, is preferred, as you’ll be able to inspect build quality and alsoevaluate how well you can work with the supplier in question.

Setting up your store

Once you have taken a look at some suppliers and you’ve arranged how you’re going to source your products, you then need to set up your store.
You can either display your products on Amazon or you can set up a Shopify store.
First, let’s take a look at posting your products on Amazon.
Scroll to the bottom of the Amazon homepage, and select ‘Sell on Amazon.’
image06
Then sign up to their selling service.
You can decide to sign up as an ‘individual seller,’ but becoming a professional seller might be a better option in the long term.
image07
Once you’ve set up an account and verified your identity, you’ll then need to go about listing your product.
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Thankfully, Amazon has a helpful sidebar that aids you in getting this done.
image12
Here is a brief overview, provided by Amazon, that details the process of selling something, once you are ready to do so.
image02
To get the ball rolling, click on ‘Inventory,’ and then select ‘Add a Product.’
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Then, search for the item you’re looking to sell (or select ‘Create a new product listing’) and follow the checklist.
image10
Once you’ve done all of that, you should have a product that is ready to be sold on Amazon.
Other than Amazon, you can also set up your own independent ecommerce store.
If it were 10 or so years ago, you might need a long and technical explanation on how this needs to be done.
However, in 2016, setting up a store is actually very easy.
Using Shopify (who maintains 243,000 stores for those who want to run their own ecommerce stores), you can quickly create a store that looks professional.
image11
They have an affordable pricing structure that’s ready for people who are just getting into the ecommerce game.
To begin with, you can sign up for their 14 day free trial to get a feel for how the platform works.
If you want your store to have a specific look, then head over tohttps://themes.shopify.com/.
There, you’ll be able to preview some themes that you can use on a Shopify store.
image01
If you ever need help with the technical aspects of setting up a Shopify store, then you can always talk to a ‘Shopify Expert.’
image14
However, other than the technical aspects of setting up a store, you’ll want to also place a lot of focus on the copy.
Copy isn’t just important for landing pages – it also matters a lot whenever you have to convince someone that what you have is worth buying.
Therefore, when writing out the product descriptions for your site, put a lot of thought into the benefits of what your product has to offer.
If there are any unique selling points provided by your product, make sure that you know what they are and describe them explicitly when writing the descriptions.

Driving traffic to the store

Once you’ve setup your store, you then need to think about how you’re going to get people to actually visit your store.
Driving traffic to an ecommerce store can be a lot of fun and there are a lot of different things that you can experiment with.
Before you think about driving traffic to your store, first sit down and get really clear about who your customer is.
What influences them and what demographics do they occupy?
When you know that kind of information, your marketing efforts will be better off and it will be easier to spot viable opportunities.
Taking that into account…one traffic method you can experiment with is Facebook Ads.
Setting up Facebook Ads is easy and 2.5 million advertisers use the service.
Neil Patel explained the process here 
Provided that you do the due diligence I just mentioned (relating to knowing your customer), you should be able to take full advantage of the powerful targeting features provided by Facebook.
You can also consider sponsoring posts on social media sites, such as Pinterest and Instagram.
To do that, all that you have to do is find profiles that cater to the demographic you’re trying to go after.
Then, send them a quick message and let them know that you’d like to sponsor a post.
When sponsoring a post, you can’t be too pushy with your sales message.  You’ll want to rely on your product images to do a lot of the selling for you.
Luckily, however, by this stage you should already have some great looking product images that you can provide when running sponsored posts.
As well as that, you can even use Google Product Ads.
The setup process for Google Product Ads can be a little bit complicated, but don’t let that keep you from using them.

Long term optimization of your store

In the long term, you’ll want to take some steps to ensure that your store is going to increase its sales and remain active for a long time.
One step that you can take, is to use Retargeting.
Retargeting will allow for you to market to people who have visited your ecommerce site, but have decided to not yet buy anything.
For example, if someone views a product, but doesn’t add it to a basket, you can show them adverts of the product while they’re browsing Facebook or other sites on the internet.
Those who are retargeted are 70% more likely to convert – so it’s worth experimenting with.
Another step that you can take is to send ‘cart abandonment emails.’
Cart abandonment emails are sent to people who put items in their cart, but failed to complete the checkout process.
72% of people who put items into a shopping cart don’t follow through with a transaction.
When sending cart abandonment emails, it sometimes helps if you offer a discount to encourage the potential buyer to complete their transaction.
Doing so can be very powerful and the chart below shows just how many people will reconsider, if the products are offered at a lower price.
image05
As well as that, you can also experiment with upselling and cross selling.
What you decide to upsell is going to depend on what you’re already selling.
I’ve discussed the topic of upselling and cross selling here.
Upselling and cross selling can help increase the size and profitability of a checkout, because you’re offering products that are complementary to what the purchaser is already buying.
You may even want to see how free shipping can impact your ability to generate sales.
8 out of 10 shoppers say that they would buy more if they were offered free shipping.
Aside from everything else that has been mentioned, the chart below lists additional reasons people decide not to buy from an ecommerce store.
image00
Shipping is something we touched on earlier and, as you can see, it is one of the major reasons people abandon their carts.
However, you can also see that having to create a new account is why 23% of people decide to abandon their cart – which is why you might want to offer a ‘guest checkout,’ option, too.
Keep that, and the other reasons shown in the chart, in mind, when optimizing your store in the long term.

Conclusion

In this post, we’ve taken a look at what you can do in order to set up a profitable ecommerce store of your own.
We’ve taken a look at how you can source a product, but also how you can set up an ecommerce store too.
We also examined how you can keep your store afloat, for the long term, using various profit generating strategies.
So, why not take some time and start a store of your own and see how things work out for you.
Best of luck!
What have you found to be true when it comes to setting up an ecommerce store? Please share your tips below!


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Today Topic:From Start to Profit: How to Set Up Right now Fast and Easy an Ecommerce Store and Generate Sales Step-by-Step Process Work Quickly

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