Page 12 - Social Media Marketing for Dummies

Understanding Chatbots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .295
Classifying chatbots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .295
Dipping into chatbots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .296
Deploying WhatsApp from Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . .298
Communicating with users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .299
Creating mobile messages with WhatsApp . . . . . . . . . . . . . . . . . . .299
Using the WhatsApp Business App . . . . . . . . . . . . . . . . . . . . . . . . . .300

PART 5: OLD MARKETING IS NEW AGAIN WITH SMM . . . . 301
CHAPTER 21: Practicing SMM on Your Website . . . . . . . . . . . . . . . . . . . . 303
Focusing on the SMM-Integrated Website . . . . . . . . . . . . . . . . . . . . . . .304
Making the Campaign and the Website Work Together . . . . . . . . . . .305
Treating your website as a hub, not a destination . . . . . . . . . . . . .305
Linking prominently to your presence on social platforms . . . . . .306
Promoting campaigns on your website home page . . . . . . . . . . . .307
Encouraging deeper interaction through your website . . . . . . . . .308
Asking customers to give you feedback on your content . . . . . . .309
Rethinking Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .309
User experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .309
Simple design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .309
Conversational user interface (CUI) . . . . . . . . . . . . . . . . . . . . . . . . .310
Content marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .310
Customer reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .311
About Us and Contact Us pages . . . . . . . . . . . . . . . . . . . . . . . . . . . .313
Tips and Tricks for Website SMM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .315
Aggregate information for your customer’s journey . . . . . . . . . . .315
Amplify business stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .315
Align your organization into multiple, authentic voices . . . . . . . . .316
Apply share buttons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .316
CHAPTER 22: Becoming an Authentic and
Engaged Advertiser . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 317
Social Advertising: An Online Advertising Game Changer . . . . . . . . . .317
Native Advertising and How It Can Work for You . . . . . . . . . . . . . . . . .319
Emotional . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .320
Engaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .321
Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .321
Making Paid and Earned Media Work Together . . . . . . . . . . . . . . . . . .322
Working harder to gain attention . . . . . . . . . . . . . . . . . . . . . . . . . . .322
Making paid media jump-start earned media initiatives . . . . . . . .323
Tips and tricks for campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .325

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