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Social Media Society Presentation June 2011

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Using social media to make your organization more Likeable

Using social media to make your organization more Likeable

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  • -travel target audience
  • Vin Diesel has 21,792,297 fans on FB
  • oreo fans =17,743,636
  • -travel ads!

Transcript

  • 1. Using Social Media to Make Your Organization More Likeable Presented to Social Media Society @DaveKerpen, CEO, @LikeableMedia June 2011
  • 2.  
  • 3.
    • Facebook is not free.
    • Facebook will not bring you instant results.
    • Facebook cannot make up for a bad product or service.
    Warnings about Facebook
  • 4. like is the new link
  • 5. it’s not about you…
  • 6. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…
  • 7.
    • listen first and never stop listening
  • 8.  
  • 9. 2. way beyond women 25-54: define your target audience better than ever
  • 10.  
  • 11. 3. think – and act – like your customer
  • 12.  
  • 13.  
  • 14. 4. compel your customers to be your first fans
  • 15.  
  • 16.  
  • 17. 5. engage: create true dialogue with, and between, your customers
  • 18.  
  • 19. 6. respond quickly to all bad comments
  • 20.  
  • 21.  
  • 22. 7. respond to good comments too
  • 23.  
  • 24. online influencers… the new celebrities?
  • 25. 8. be authentic
  • 26.  
  • 27. 9. be honest & transparent
  • 28.  
  • 29. 10. should you ask a lot of questions?
  • 30. 1. Pose a question or challenge directly to fans 2. Ask fans to “like” it 3. Announce winners of a Facebook-hosted contest or sweepstakes 4. Include “everything else” – all remaining status updates that didn’t fit any of the above categories in a recent study, Likeable Media looked at status updates that…
  • 31. • In 100% of cases, 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 2-6 times as engaging as “other updates”. Likeable Media found the following…
  • 32.  
  • 33. 11. provide value (yes, for free!)
  • 34.  
  • 35. 12. share stories (they’re your social currency)
  • 36.  
  • 37. 13. inspire your customers to share stories
  • 38.  
  • 39. 14. integrate facebook into the entire customer experience
  • 40.  
  • 41. 15. use facebook ads for greater impact
  • 42.  
  • 43.  
  • 44.  
  • 45. 16. admit when you screw up then leverage your mistakes
  • 46.  
  • 47. 17. consistently deliver excitement, surprise, & delight
  • 48.  
  • 49. free chillzones
  • 50. 18. don’t sell! just make it easy & compelling for customers to buy
  • 51.  
  • 52. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!
  • 53. but how do we get started today?
  • 54. getting started on:
  • 55. If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals. profiles
  • 56. Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private. groups
  • 57. Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional. fan pages
  • 58. community pages
  • 59. the 5 most engaging status updates
  • 60. getting started on:
  • 61. • Consumer Insight • Customer Service • Real Time Communication best uses
  • 62. Limited to 140 Characters, Twitter is based on the simple premise of reporting “What’s happening?” right now “ what’s happening?”
  • 63. Type “RT @DaveKerpen:” OR Simply click the “Retweet” button retweeting
  • 64. Click the “Reply” button… @reply
  • 65. DM (Direct Messaging)
  • 66. tweetdeck
  • 67. hootsuite
  • 68. other apps
  • 69. getting started on:
  • 70. • Demonstrating Corporate Culture • Demonstrating Product Uses Best Uses
  • 71. • Content is more important than production quality. A good flipcam will do. • Short and sweet is almost always better. A good rule of thumb is 30-90 seconds per video. • Have fun. Video is a great way to showcase your brand’s personality . • Answer people’s comments. Tips
  • 72.  
  • 73. getting started on:
  • 74. • Recruitment • Retention • Industry Collaboration best uses
  • 75. company profiles
  • 76. getting started on:
  • 77. Blogs allow you to connect with the consumer in a more casual level, enable you to talk directly with consumer via comments, and allow you to expand and explore topics best uses
  • 78. There are over 200 million US-based blogs. In addition to providing a platform for expanded, easily updatable content, blogs have another important purpose: B.L.O.G. = BETTER LISTINGS ON GOOGLE (and Bing too!)
  • 79.  
  • 80.  
  • 81. likeable.com likeablebook.com Engage with me @DaveKerpen on Twitter Ask us questions @ Facebook.com/LikeableMedia Or, email me anytime dave@likeable.com thank you/ grand prize/ I love feedback