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Aquent/AMA Webcast: Why it's so important to be likeable on Facebook and how to do it
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Aquent/AMA Webcast: Why it's so important to be likeable on Facebook and how to do it

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With over 550 million users and growing, Facebook is the single most important social media platform for marketers to understand and leverage. In this Aquent/AMA webcast, Dave Kerpen, CEO of Likeable …

With over 550 million users and growing, Facebook is the single most important social media platform for marketers to understand and leverage. In this Aquent/AMA webcast, Dave Kerpen, CEO of Likeable and an award winning Facebook marketer, walks you through how to optimize your Facebook presence for your business or organization.

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  • 1. Why it's so important to be likeable on Facebook and how to do it Dave Kerpen, CEO of Likeable and an award winning Facebook marketer, show you valuable tips on how to… > Optimize your profile picture > Create a powerful landing tab > Set up a content calendar > Utilize the five most effective ways to engage your fans > Use virtual gifts, polls, and quizzes to your advantage > Hypertarget your perfect customers using Facebook ads    
  • 2. The audio portion of today’s presentation is available via broadcast audio. AMA Marketing Effectiveness Online Seminar Series Alli Libb American Marketing Association You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434 Participants (international): +1 212.231.2907
  • 3. Check out the AMA website
  • 4. Commonly Asked Questions 1. Will I be able to get copies of the slides after the event? 2. Is this being recorded so I can view it after the fact? Yes Yes Continue today’s discussion on Twitter: #AMAFB
  • 5. Why It’s So Important To Be Likeable On Facebook & How To Do It October 28, 2010 Dave Kerpen, CEO, Likeable
  • 6. 11/01/10 our heritage
  • 7. 11/01/10 meet Likeable Media’s clients *partial list
  • 8. 11/01/10 Likeable Social Media, the book (May 2011, McGraw-Hill)  
  • 9. Word of mouth has always been the best form of marketing for your business. People do business with people and businesses they know, like and trust. People trust their friends… social media at its core
  • 10. with social media, the definition of “friends” has changed drastically 11/01/10
  • 11. join the conversation Did You Know that 85% of social media users expect organizations to interact with them on social sites?* *2008 Cone “Business in Social Media” Study The Reality is… The Conversation Is No Longer Optional . 11/01/10
  • 12. Are You READY To Change How You Do Business?   but the question is… 11/01/10
  • 13. Joining the conversation using It’s not a question of if but when and how you will join the conversation. 11/01/10
  • 14. 500 million + 11/01/10
  • 15. 11/01/10 facebook profiles If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals.
  • 16. 11/01/10 facebook groups Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private.
  • 17. 11/01/10 facebook fan pages Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional.
  • 18. 11/01/10 facebook community pages
  • 19. will this network work for you? 11/01/10
  • 20. Facebook.com/ striderite Facebook.com/ OmahaSteaks Facebook.com/OnePurrfectPlace Facebook.com/1800flowers *Dimensions: 200 x 500 optimize your profile picture 11/01/10
  • 21. New width: 520 Old width: 760 what changed in tabs? 11/01/10
  • 22. fbml/landing tabs 11/01/10
  • 23. create a coupon or giveaway 11/01/10
  • 24. 11/01/10 create a contest or sweepstakes
  • 25. use virtual gifts, polls and quizzes to your advantage 11/01/10
  • 26. It’s not enough to have a presence on social networks. You need to provide value on a regular basis and have something to say that appeals to your target audience. content calendar 11/01/10
  • 27. How Do You Fit Social Media In? You’re already too busy ! Plus, you’re not a tech person! how to make this fit for you
  • 28. Less Automation, More Conversation! tips for making it work
  • 29. Choose the Way You Automate tips for making it work
  • 30. be likeable Likeable “ Like”able 11/01/10
  • 31.
    • As of October 2010, over 2 million sites have added Facebook’s Like Button
    • ABC News saw a 200% increase in referral traffic from Facebook simply by incorporating the Like button, and a 50% increase from Twitter and Digg by adding the Like It, Tweet It, Digg It Plugin
    “ like” is the new link
  • 32.
    • Social Searching: Consumers trust friends above experts…do they trust friends above search?
    • The Like Button reorganizes social search on the web, emphasizing SMO and changing SEO forever.
    “ like” is the new link
  • 33. what does it mean to be likeable?
    • Being “Likeable” is doing the right thing for your customers, publicly and privately.
    • Being “Likeable” is creating content that is apt to generate response, getting increased likes and comments, and increasing your social visibility.
  • 34. in a recent study on responsive updates conducted by Likeable Media where...
    • Status updates that pose a question or challenge directly to fans (ex: “what’s your favorite type of flower?” or “fill in the blank: summer is _____”)

    • Status updates that ask fans to “like” it (ex: “Like this status if you’re ready for the weekend!”)
    • Status updates that announce winners of a Facebook-hosted contest or sweepstakes (ex: “Congrats to Devin Sugameli, winner of a $25 gift card from us!”)
    • “ Everything else” – all remaining status updates that didn’t fit any of the above categories.
    11/01/10
  • 35. Likeable Media found the following…
    • In 100% of cases, engagement rates for “other updates” were below the overall average.
    • In 100% of cases where applicable, engagement rates for posts that asked fans to “‘Like’ this” were up to 5.5 times (on average 2.7x) higher than those for “other updates”.*
    • In 9 out of 10 cases, status updates that posed a question directly to fans were up to 6 times (on average 2x) as engaging as “other updates”.
    *On one page, we found a “like this” update that was actually 26.6 times more engaging than “other updates”. 11/01/10
  • 36.
    • Photos
    • Videos
    • Links
    • Questions
    • Interactive Apps (Polls, Quizzes, Virtual Gifts, etc.)
    the 5 most engaging status updates 11/01/10
  • 37. If nobody “like”s your updates, (or comments), nobody will even see your updates in their News Feeds 11/01/10 engaging status updates
  • 38. hypertarget your perfect customers using facebook ads 11/01/10
  • 39. hypertarget your perfect customers using facebook ads 11/01/10
  • 40. hypertarget your perfect customers using facebook ads 11/01/10
  • 41. hypertarget your perfect customers using facebook ads 11/01/10
  • 42. just for fun: nanotargeting 11/01/10
  • 43. facebook insights 11/01/10
  • 44. 11/01/10 facebook places
  • 45. new social plugins: the like button 11/01/10
  • 46. the like button 11/01/10
  • 47.
      • Make your public profile a place filled with valuable content.
      • Give your fans a reason to become fans.
      • Use updates to ask questions and elicit response, not deliver press releases
      • Engage fans through creative content
      • Think of your page in terms of being for your fans, not being for your brand
    facebook best practices 11/01/10
  • 48.
      • Hypertarget with Social Ads and with Updates
      • Give fans reasons to post content on your profile page
      • Worry less about developing a custom good application, and worry more about creating good conversation
      • Monitor conversation
      • Thank and respond to the positive
      • Respond even more diligently to the negative
    facebook best practices 11/01/10
  • 49.
      • Free resources from Likeable: Visit our blog at http://likeable.com/blog or our Facebook page at http://Facebook.com/LikeableMedia for constant tips on your entrance into the social media space.
      • Looking for a complete social media strategy, plan & execution? Email dave@likeable.com or call 212.660.2458
    ways likeable can help you 11/01/10
  • 50. thank you & grand prize Dave Kerpen [email_address] http://twitter.com/davekerpen http://likeable.com Engage with us at http://twitter.com/LikeableMedia Ask us questions @ http://facebook.com/LikeableMedia 11/01/10
  • 51. For More Information on our host, ReadyTalk , visit ReadyTalk.com/ama Questions for Today’s Speaker Email: [email_address] @davekerpen on Twitter Questions for the AMA Email: [email_address] Continue the Conversation on Twitter #AMAFB Thank you for your Participation!