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Social Media Society Presentation June 2011

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Using social media to make your organization more Likeable

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Social Media Society Presentation June 2011

  1. 1. Using Social Media to Make Your Organization More Likeable Presented to Social Media Society @DaveKerpen, CEO, @LikeableMedia June 2011
  2. 3. <ul><li>Facebook is not free. </li></ul><ul><li>Facebook will not bring you instant results. </li></ul><ul><li>Facebook cannot make up for a bad product or service. </li></ul>Warnings about Facebook
  3. 4. like is the new link
  4. 5. it’s not about you…
  5. 6. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…
  6. 7. <ul><li>listen first and never stop listening </li></ul>
  7. 9. 2. way beyond women 25-54: define your target audience better than ever
  8. 11. 3. think – and act – like your customer
  9. 14. 4. compel your customers to be your first fans
  10. 17. 5. engage: create true dialogue with, and between, your customers
  11. 19. 6. respond quickly to all bad comments
  12. 22. 7. respond to good comments too
  13. 24. online influencers… the new celebrities?
  14. 25. 8. be authentic
  15. 27. 9. be honest & transparent
  16. 29. 10. should you ask a lot of questions?
  17. 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…
  18. 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…
  19. 33. 11. provide value (yes, for free!)
  20. 35. 12. share stories (they’re your social currency)
  21. 37. 13. inspire your customers to share stories
  22. 39. 14. integrate facebook into the entire customer experience
  23. 41. 15. use facebook ads for greater impact
  24. 45. 16. admit when you screw up then leverage your mistakes
  25. 47. 17. consistently deliver excitement, surprise, & delight
  26. 49. free chillzones
  27. 50. 18. don’t sell! just make it easy & compelling for customers to buy
  28. 52. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!
  29. 53. but how do we get started today?
  30. 54. getting started on:
  31. 55. If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals. profiles
  32. 56. Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private. groups
  33. 57. Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional. fan pages
  34. 58. community pages
  35. 59. the 5 most engaging status updates
  36. 60. getting started on:
  37. 61. • Consumer Insight • Customer Service • Real Time Communication best uses
  38. 62. Limited to 140 Characters, Twitter is based on the simple premise of reporting “What’s happening?” right now “ what’s happening?”
  39. 63. Type “RT @DaveKerpen:” OR Simply click the “Retweet” button retweeting
  40. 64. Click the “Reply” button… @reply
  41. 65. DM (Direct Messaging)
  42. 66. tweetdeck
  43. 67. hootsuite
  44. 68. other apps
  45. 69. getting started on:
  46. 70. • Demonstrating Corporate Culture • Demonstrating Product Uses Best Uses
  47. 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
  48. 73. getting started on:
  49. 74. • Recruitment • Retention • Industry Collaboration best uses
  50. 75. company profiles
  51. 76. getting started on:
  52. 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
  53. 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!)
  54. 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

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