1. How To Get Real ROI
From Social Media
With Dave Kerpen
CEO, @LikeableLocal
for Jewelers
#JANYjewelry

2. SOCIAL MEDIA =
THE NEW WORD OF MOUTH
90% of people trust
business
recommendations from
someone they know.
People are 4x more
likely to buy when
referred by a friend
#JANYjewelry

3. SOCIAL ADS HAVE BUILT
IN ENDORSEMENTS
FROM FRIENDS.
#JANYjewelry

4. THE REALITIES OF SOCIAL MEDIA
• $8.5 billion was spent on social in 2015.
• $14 billion will be spent in 2018.
BUT
• Social media will NOT bring you immediate
results.
• Social media cannot make up for a bad
product or service.
#JANYjewelry

5. SOCIAL MEDIA IS YOUR
MARKETING WEAPON
• There are 1.44 billion Facebook
users.
• 71% of people trust services they
find on social media.
• The average user logs into social
networks 1.72 hours per day.
• That’s 28% of all online activity!
#JANYjewelry

6. Potential sales are out there on
social media!
Arm yourself with the knowledge to
defeat anxiety about social!
#JANYjewelry

7. 5 Questions We Hear a Lot About
Social Media
• Why isn’t anyone seeing my content?
• Will people engage with a sales pitch on
social?
• Do I have to constantly think of new
content?
• What if I get a bad reputation online?
• Does anybody click ads online?
#JANYjewelry

8. 5 Answers to Those Questions To Get
You On the Road to Social Success
• Overcoming the Facebook Reachageddon
• Sell without selling
• Use, reuse, and recycle great content
• Incentivize referrals, respond to reviews,
and surprise and delight
• Show personality and be Likeable, even in
paid advertising
#JANYjewelry

9. 1. Overcoming the
Facebook Reachageddon
“Obstacles don't have to stop you. If you run into a
wall, don't turn around and give up. Figure out
how to climb it, go through it, or work around it.”
- Michael Jordan

10. Facebook Reachageddon
“Facebook
Reachageddon”
means businesses
now have to pay to
play to get their
content seen”
= The End of Organic Reach.
If you aren’t paying to boost your
posts, only 1-2% of your fans will
see your posts organically

11. A FEW YEARS AGO IT
HAPPENED TO BIG BRANDS
.03% of
their
following
#JANYjewelry

12. NOW IT’S HAPPENING TO SMALL
BUSINESSES
… LIKE YOU
.06% of
their
following
#JANYjewelry

13. SOLUTION: Advertise Smarter
✓Set Goals
✓Reach The Right People
✓Scale Smarter
3 Pillars of Ad Success

14. SET S.M.A.R.T GOALS FOR
YOUR SOCIAL ADS
Specific
Measureable
Attainable
Relevant
Time Bound
#JANYjewelry

15. REACH THE RIGHT PEOPLE
Use Hypertargeting & Nanotargeting
#JANYjewelry

16. Let the Algorithm Help You Out:
Custom & Lookalike Audiences
✓ Get more business and referrals from current customers
✓ Attract people similar to your current customers
✓ Get already-interested prospects closer to buying
✓ Retarget “cold-feet” visitors

17. TURBOPOST™

18. 2. Sell Without Selling
“The best marketing doesn’t feel like marketing.”
- Tom Fishburne

19. The 4-1-1 Rule (Guideline)
For every 6 pieces of content…
• 4 Pieces of Curated Content
• 1 Piece of Unique Business-Specific Content
• 1 Piece of High-Value, Lead Generation/Sales Content
#JANYjewelry
Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique

20. Curated Content
#JANYjewelry

21. Unique Business-Specific Content
#JANYjewelry

22. High Value Content
#JANYjewelry

23. Free Online Materials =
Education is Possible for Everyone!
#JANYjewelry
What else can you post to sell without
selling?
~Chcck out our Free eBook SocialContentEBook.com
~

24. Why Offer Your
Followers Freebies?
#JANYjewelry

25. 3. Use, Reuse, and Recycle
Great Content
“Traditional marketing talks at people. Content
marketing talks with them.”
- Doug Kessler

26. Follow the 10 Commandments
of Content Creation
~From our Free eBook SocialContentEBook.com ~
-Give your followers a reason to engage
-Think positive
-Remember to K-I-S-S (Keep It Simple, Stupid!)
-Have a Conversation
-Ask Yourself: Is it Sharable?
-Know How to Properly Curate
-Be Mindful of the 4-1-1 Rule
-Keep It Timely
-Use Visuals To Enhance Your Message
-Tell a Story
#JANYjewelry

27. Recycling Content Works
#JANYjewelry

28. #JANYjewelry

29. #JANYjewelry
“It’s your responsibility to
share and re-share great
content.”
-Dave Kerpen

30. Rework Your Content to Make It Fit Every
Social Network
#JANYjewelry

31. 4. Building an Online Reputation
“A story to me means a plot where there is some
surprise. Because that is how life is - full of surprises.”
- Isaac Bashevis Singer

32. You Never Get What You
Don’t Ask For

33. Referrals:
Incentivize and Ask
#JANYjewelry

34. Reviews: Don’t Be Afraid To Ask For Them!
#JANYjewelry

35. #JANYjewelry
Show some
<3

36. 5. Show Your Personality,
Be Likeable
"I would maintain that thanks are the highest form of
thought; and that gratitude is happiness doubled by
wonder."
- G.K. Chesterton

37. Use Your Unique Brand Voice
#JANYjewelry

38. Use your brand to tell stories!
#JANYjewelry

39. Say Thank You!
#JANYjewelry

40. NOW LET’S REGROUP…
#JANYjewelry
• Overcome the Facebook Reachageddon
• Sell Without Selling
• Use, Reuse, and Recycle Great Content
• Build an Online Reputation
• Show Your Personality, Be Likeable

41. THANK YOU / QUESTIONS
Connect with me:
@LikeableLocal
contact@likeablelocal.com
@Dave Kerpen
dave@likeable.com
Grow your business
at
LikeableDemo.com
Mention #JANYjewelry to
save!
“How dare you settle for less when the world has made it so
easy for you to be remarkable?” - Seth Godin
GRAND PRIZE!