1、跨境电商实用英语 Chapter 5 Unit 3 Pre-sale Services of Cross-border E-commerce跨境电商系列教材SNS MarketingAcquire basic knowledge about SNS marketing for online store and products 1Learn the relative words and expressions2Understand the procedure of promoting online store and products on social networking sites,su
2、ch as Facebook,Instagram and Pinterest3Chapter GoalsAfter studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upTask:In general,store marketing is divided into platform-inside marketing and platform-outside marketing.Look at the following product page,and discuss with a partner
3、 about what platform-inside and platform-outside marketing tools are used and how they help to bring more customers and transactions to the store.PART TWOPassage ReadingPART 2Passage ReadingIn the previous chapter,we introduced platform-inside marketing.Besides that,we regard marketing tools that br
4、ing potential customers from other sites to our cross-border e-commerce store as platform-outside marketing.Among platform-outside marketing methods,SNS marketing plays an important role.SNS(Social Networking Sites),also known as social media,refers to the sites and technologies that allow people to
5、 write,share,comment,discuss,and communicate with each other.It is a platform for content creation and exchange based on user relationships on the Internet.SNS marketing means to conduct marketing,public relations,and customer service using social networks,online communities,blogs or other online co
6、llaborative platforms.Since SNS marketing has the advantages of low cost and high reach,it is becoming a hot and key marketing spot in recent years.SNS MarketingThe first step in social media marketing is to attract customers to visit our social media pages and become fans.We should make full use of
7、 existing channels or pages that we have.For example,we can place icons of social media sites in the eye-catching location of our store and link them to our social media pages,or just put our QR code directly.In our marketing emails to our customers,we can also set up a social signature,that is to p
8、lace links to our social media pages in the email signature.We can also promote our social media pages offline,such as printing the links of our social media pages on the thank you card.On a global scale,the most popular social media sites include Facebook,Twitter,Instagram,Pinterest,Youtube,VK,Link
9、edIn and so on.PART 2Passage ReadingAfter more than a decade of development since 2004,Facebook has become the No.1 social media site globally with nearly 2 billion monthly active users(MAU)and 20%market share.According to the comprehensive website ranking from Alexa,Facebooks website traffic and th
10、e number of visitors are both ranked top three among all global sites.PART 2Passage ReadingFacebookPART 2Passage Reading If Chinese sellers want to promote their online stores and products on Facebook,first they need to have a Facebook account.Facebook uses the real-name system,so sellers must ensur
11、e the authenticity and accuracy of the information provided,so that they can get back the account with a photo ID in case the account is restricted or blocked.Besides personal accounts,sellers can also create a Facebook page for the store,which is similar to a public homepage.Sellers can interact wi
12、th fans on Facebook Page to improve customer stickiness.PART 2Passage ReadingThe main paid methods of marketing that Facebook offers are Facebook Ads and Promote Post.Facebook Ads consists of the title,body,image and URL.It generally uses very concise but attractive text and image to deliver our mes
13、sage and attract customers to click the link to visit our store or product.We can set the target audience for every advertisement,using age,gender,location,occupation,hobbies and other conditions to make our advertisements more precise,and to reach our target customers more accurately.Moreover,we ca
14、n analyze the effect of advertisements with the data provided by Facebook,and timely adjust our marketing strategies.In addition,we can also post on our personal account or Facebook Page to advertise and promote our products or stores.We can promote any of the posts,and we can also set the target au
15、dience we want to reach,as well as our daily promotion budget.This is a very convenient and low-cost way to promote on Facebook,but very effective at the same time.Founded in 2010,Instagram was the originator of the picture social media sites.In December 2014,the active users of Instagram officially
16、 surpassed Twitter,making it the worlds second largest social media.Currently,Instagram has more than 700 million monthly active users.They write 95 billion posts and give 4.2 billion“like”daily.In October 2012,Facebook acquired Instagram for$735 million.Before that,Instagram had only 13 employees a
17、nd never promoted their site.PART 2Passage ReadingInstagramThe use of Instagram is very simple.Users post beautiful pictures with short text,while others are free to give likes,comment and share.Instagram is an interest-based social media.Users can search for contents that interest them,and the plat
18、form will recommend the content you may be interested in”based on the users browsing history.Instagram has dozens of different and beautiful filters,making the uploaded photos more artistic.Users can also do some simple editing for photos with the editing function.Whats more,these beautiful filters
19、can even be used on short videos.PART 2Passage ReadingInstagram users are mainly female,and users under 35 years old account for up to 90%.More than 50%of the millennials think that Instagram has the greatest impact on their online shopping options,while Facebook ranked second with just over 30%of t
20、he vote,and only 10%for Twitter.It can be said that Instagram is the most influential social media for young people.So,for sellers in the industries of fashion,women,pets,home and children,Instagram is a key marketing platform that sellers should pay great attention to.PART 2Passage ReadingInstagram
21、 does not allow any links in the posts,so the bio on the personal homepage becomes the only place where we can put the store link.Remember to write Click the link in my bio on each post to remind customers to purchase the product by clicking the link on the personal homepage.Instagram is a picture s
22、ocial media,so the photos we upload on Instagram must be exquisite,attractive,and let the photos represent our products.The tone of all pictures should suit the style of our brand,maintain consistency,and improve brand recognition.PART 2Passage ReadingInstagram users will search the contents they ar
23、e interested in by tags,so we must be efficient at using tags to mark our pictures,and attract more people to read our posts.We can use some keywords or phrases associated with the brand,or some of the popular and most searched tags.We can also create our own tags,so that the tags are unique and eas
24、y to be found.Furthermore,our fans can put our unique tags with their photos to interact with us.A post should not have too many tags,usually around 5,so the tags will not be distracting.Another common marketing tool is to create some activities,such as a raffle or a competition.Through raffles or c
25、ompetitions,we can not only advertise and promote our products,but also interact with our fans and increase customer stickiness.Finally,Instagram also offers paid promotion services.Sellers with enough budget can also choose to use these services based on demand.PART 2Passage ReadingOfficially launc
26、hed in 2010,Pinterest is also a picture social media site,and the first to use infinite scrolling to display pictures.In 2016,the monthly active users of Pinterest exceeded 150 million,and more than half of the users come from outside the United States.Pinterest was inspired by Pin and Interest,whic
27、h means users gather the contents of interest and pin them to an online board.The core components of Pinterest are Pin and Board.Pin means to post a picture or video on a board,and Board is a picture or video group,similar to an album.PART 2Passage ReadingPinterestLike other social media,users can l
28、ike or comment on the contents of their interest,or Repin it to their own board.Users can also add sources of pictures or videos with the link to the website of the product.Other users can click the link to browse and purchase directly.Like Instagram,Pinterest users are mostly female,but relatively
29、order.Female users aged between 36 and 45 use Pinterest for the longest time,and are the main target audience of Pinterest.The contents that shared most on Pinterest are lifestyle,home&garden,beauty&healthy,food&drink,and shopping.We usually start with uploading a picture and completing the profile,
30、which should fit our product and brand positioning.Take home products as the example,it is best to use a warmer color to create a comfortable home feeling.PART 2Passage ReadingIt is best to design a highly recognizable style,and apply it to every post we upload.It can make our marketing contents mor
31、e uniform,as well as increase our credibility and professionalism.We can add the Pin It button on the stores homepage to make it easier for our fans to post our products to Pinterest,so that their friends can see our products and visit our store.Relevant data shows that Pinterest can bring a lot of
32、referral traffic for many brands.Rich Pins is a new feature introduced by Pinterest that will show the source of the product,product details,inventory,and price.It makes our post more professional and trustworthy.PART 2Passage ReadingPART 2Passage ReadingCreating Pins related to popular topics,or ac
33、tively Repin other users interesting posts can both attract more traffic and fans to our Pinterest page.We can also organize raffles or competitions to better interact with fans and increase customer stickiness.Finally,Pinterest also offers paid promotion services.Sellers with enough budget can also
34、 choose to use these services according to demand.In addition to the above social media platforms,VK is currently the most popular social media site in Russia.Since Russia is one of the largest markets of AliExpress,sellers should pay attention to the marketing on VK.New Wordscollaborative klbrtv ad
35、j.1New Wordinvolving,or done by,several people or groups of people working together 合作的；协作的 e.g.)We are happy to have a collaborative work with you.我们很高兴能够与你们共同合作。)Business is a collaborative art that requires persuasion and negotiation.经营是一门关于合作的艺术，需要说服和协商。返回Iconakn n.01New Word2a small symbol on a
36、 computer screen that represents a program or a file 图标e.g.)You can double click on the icon to open the file.你可以双击图标打开文件。)The icon of Pinterest is a red one with a P.Pinterest的图标是红色并带有P字母的。返回authenticity:entsti n.New Word3the quality of being genuine or true 真实性 e.g.)The authenticity and accuracy o
37、f the data determines the development of the business.数据的真实性和准确性决定了企业的发展方向。)We need to go to a reliable third-party organization to verify the authenticity of the document.我们需要去一家可靠的第三方机构来验证文件的真实性。返回Preciseprsas adj.New Word4clear and accurate 准确的；确切的e.g.)Due to the different display of computer scr
38、eens,we cant be precise with the color.由于电脑显示屏的不同显示结果，我们不能保证颜色的精确性。)Thanks to the development of LBS(location based services),people can share their precise location with their friends now.得益于位置服务的发展，人们现在可以和朋友共享他们的精确位置。返回Timelytamli adv.5New Wordhappening at exactly the right time 及时地；适时地e.g.)The pa
39、in worked off because he received treatment timely.由于及时地得到了治疗，他的疼痛逐渐消失了。)People have been worried about the harvest because of the drought,and then the rain came timely.由于干旱，人们为收成担心，然后这场雨及时地到来了。返回originatorrdnet(r)n.01New Word6the person who first thought of sth.or began it 创始人；发起人；鼻祖 e.g.I）Albert E
40、instein is the originator of the theory of relativity.爱因斯坦是相对论的提出者。II)Originators of literature today focus a lot on intellectual property protection.现在的文学作品创作者非常注重知识产权的保护。返回 surpass sp:s v.New Word7o do or be better than sb./sth.超过；胜过e.g.I)As a swimming world champion,he hopes one day he can surpas
41、s the world record.作为一名游泳世界冠军，他希望有一天能刷新世界纪录。II)The success of our cooperation has surpassed all expectations.我们的合作所取得的成功超出了预期。返回Acquirekwa(r)v.New Word8to obtain sth.by buying or being given it 购得；获得e.g.I)Our company has just acquired a new office building.我们公司刚购得新办公楼。II)I suddenly acquired a stepbr
42、other after my mothers second marriage.在我妈妈再婚之后，我突然有了一个弟弟。返回Browsebraz v.9New Wordto look for information on a computer,especially on the Internet 浏览e.g.I)Im just browsing around.我只是随便看看。II)He is sitting in front of his computer and browsing through the information on the website.他正坐在电脑前浏览网站上的信息。返回A
43、rtistic:tstk adj.01New Word10done with skill and imagination;attractive or beautiful 艺术的；有美感的 e.g.I)This road has an artistic arrangement of stone paving.这条路有石头铺路的艺术性布局。II)He acquired an enviable reputation in literary and art circles for his artistic ability.他的艺术才能使他蜚声文艺界。返回 millennial mlenl adj.Ne
44、w Word11relating to a millennium or span of a thousand years;refer to people born in 1984 to 2000 千禧年的；代指1984到2000年出生的“千禧一代”e.g.I)Millennials are keen to our marketing campaigns,since we are in a digital era now.因为我们正处于一个数字时代，千禧一代的顾客对我们的营销活动来说至关重要。II)Most of Instagram users are millennial generation
45、.Instagram的大多数用户都是千禧一代。返回 exquisitekskwzt adj.New Word12extremely beautiful or carefully made 精致的；精美的 e.g.I)She is an exquisite woman who has her own painting style.她是一个精致的女人，并拥有自己的绘画风格。II)Those violets are exquisite flowers.那些紫罗兰是优美的花。返回Tagtg n.13New Worda small piece of paper,cloth,plastic,etc.att
46、ached to sth.to identify it or give information about it 标签e.g.I)Staff at Disneyland wear name tags on them.迪士尼乐园的员工人人都佩戴姓名牌。II)If you want to return the product,you must make sure you dont remove the tag.如果你想要退货，确保你没有撕掉标签。返回 raffle rfl n.01New Word14people get tickets with numbers on them and some
47、of these numbers are later chosen to win prizes 抽奖；抽彩e.g.I)During the half time break,we will be raffling a fabulous prize.中场休息时，我们将抽取大奖。II)Please draw a raffle ticket from the box.请从箱子里抽出一张彩票。返回Exceedksi:d v.New Word15to be greater than a particular number or amount 超过e.g.I)Huaweis research budget
48、exceeds 10 billion dollars a year.华为每年的研发费用超过100亿美元。II)Chinas total export exceeded total import in 2017.2017年中国的出口总额超过进口总额。返回pin pn v.New Word16o attach sth.onto another thing or fasten things together with a pin,etc.（用大头钉等）固定，别上，钉住e.g.I)She pinned the badge onto her jacket.她把徽章别到了她的夹克衫上。II)You can
49、 check the information about exchange programs pinned on the noticeboard.你可以去看看钉在布告栏上的关于交流项目的信息。返回uniformju:nf:m adj.17New Wordnot varying;the same in all parts and at all times 一致的；统一的；一律的e.g.I)All the employees get uniform rates of pay.所有的员工都是统一的薪酬标准。II)The windows in the house are all uniform.这座房
50、子里的窗户都是一样的。返回Referralrf:rl n.01New Word18the act of referring 介绍；指引e.g.I)I recently received a call from a headhunter for a referral about one of my former staff.我最近接到了一个猎头的电话，让我介绍以前的一位职员。II)If we can make a deal,we are going to pay you a referral fee.如果我们能够完成交易，我们将给您一笔介绍费。返回Inventory nvntri n.New W
