Likeable Social Media
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Book Report: Likeable Social Media by Dave Kerpen. For more content go to LessonsforUS.com
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Likeable Social Media
- 1. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and other social networks) by Dave Kerpen David L. Johnson, Ph.D. For more content, visit LessonsforUS.com Video Book Report
- 2. About the Author Dave Kerpen is cofounder and CEO of Likeable Media, an award-winning social media and word-of- mouth marketing firm with offices in New York, Boston, and Chicago Video Book Report
- 3. Table of Contents 1. The Power of Social Media 2. What is Social Media? 3. Facebook 4. Twitter 5. LinkedIn 6. Blogs 7. YouTube Video Book Report
- 4. 1. The Power of Social Media Social media: Facebook, Twitter, LinkedIn, Blogs, YouTube Likeable Media Only has used Facebook ads $30 per day Grew from $0 to multimillion dollar firm in three years Targeted “chief marketing officer,” “vice president of marketing,” “marketing directors,” “brand managers.” Asked only to connect to their Facebook page Now have 21,000 fans Video Book Report
- 5. 1a. Case Study-Fibromyalgia and Fatigue Center (FCC) Females between the ages of 35 and 60 typically suffer FCC used to use television and print ads and radio commercials Began to use Facebook and Twitter Set up a community on Facebook called Fibro360 Tens of thousands of people joined ibro360 community. Sales increased by 20%. Video Book Report
- 6. 2. What is Social Media? Social Media facilities word-of-mouth marketing Includes: Facebook Twitter LinkedIn YouTube Blogs Allows companies to connect with their consumers Facebook is reorganizing the Internet People don't just surf the Web anymore; they surf Facebook 1/4 of all Internet page views were on the Facebook (Nov- 2010) Video Book Report
- 7. 2a. Social Media Capabilities and Use What social media can't do: Cannot make up for a bad product, company, or organization. Won't meet overnight sales success. Is not free. Where to use social media: Advertising Marketing Public relations Customer service Operations Sales Research and development Senior management Information technology Video Book Report
- 8. 2b. Social Media Qualities Listen Google Alerts. Technorati blog search. Twitter search, Facebook search, YouTube search. TweatBeep. Be transparent Respond quickly to both bad and good comments Engage Ask questions Provide give-aways Share stories Video Book Report
- 9. 3. Facebook #1 social network in the world with more than 600 million users. Best uses: connect with target audience. Features: Profiles Groups Pages Like button Social plug-ins Example: http://www.facebook.com/aflacduck Video Book Report
- 10. 3a. Facebook appeal Top 10 reasons consumers like Facebook: To receive discounts and promos. To show support for brand to friends. To get free samples or coupons. To stay informed about company activities. For updates on future projects. For updates on upcoming sales. Just for fun. To get access to exclusive content. To learn more about the company. For education about company topics. Video Book Report
- 11. 3b. Facebook News Feed Top news feed: How recently the content occurred or was created. The strength of your relationship with a person or organization who shared the content. How many comments and likes the content generates. Video Book Report
- 12. 3c. Facebook Sales Funnel Video Book Report
- 13. 3d. Facebook Ads Can set up a budget (as low as $5 per day) Pay per impression Pay per click Homepage Engagement Ads ($25,000 minimum) Video Book Report
- 14. 3e. Facebook Targeting Here are the ways you can target: By location. By demographics By likes and interests. By relationship status By language. By education By workplace. Video Book Report
- 15. 3f. Facebook Ad Examples Cool things to do with Facebook ads: Target your fans Target your employees Introduce yourself to a new company. Target people with “CEO” or “president” Target media companies, such as the New York Times, etc. Video Book Report
- 16. 4. Twitter 200 million users. Best uses: Real-time communication and customer service. Features:Three ways to communicate: General updates (tweets) @Replies Direct messages Example: http://twitter.com/#!/BESTBUY Video Book Report
- 17. 4a. Twitter Search 95 million Tweets every day Search.Twitter.com Operators Exact phrases Usernames “Liberty University” Video Book Report
- 18. 4b. Twitter Ads Promoted Tweets Like Google Adwords You purchase specific keywords and your tweet will show up at the top of the recipient’s stream. Video Book Report
- 19. 5. LinkedIn 100 million users Best uses: Recruitment and retention, industry collaboration Targeting criteria: Industry Job title Seniority Age Gender Location Video Book Report
- 20. 6. Blogs Five reasons your company should blog: Long-term communication with your audience. Influence purchasing decisions. Attract future employees. Position yourself as a thought leader. Search engine optimization Video Book Report
- 21. 6a. Blog Resources Four best blogging platforms: Word press. Wordpress.org Tumblr. Tublr.com Posterous. Posterous.com Blogger. Blogger.com Five great resources to find blogs in your industry: BlogDash. BlogDash.com Blogdigger. Blogdigger.com Google Blogs. BlogSearch.Google.com Icerocket. IceRocket.com Technorati. Technorati.com Video Book Report
- 22. 7. YouTube Owned by Google Largest video sharing site in world Best uses: Demonstrate corporate culture or product uses. Guidelines for creating video content: Use a flipcam Keep it short and sweet Share the view videos everywhere Have fun with it Video Book Report
- 23. To Learn More Click on Video Book Report
Editor's Notes
- Hi. This is Dave Johnson. In this video book report, I will discuss Likeable Social Media:How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and other social networks) by Dave Kerpen. This book will explain how to use social media in marketing. I hope you enjoy it, and encourage you to read the book for yourself.
- Dave Kerpen is cofounder and CEO of a company called Likeable Media , an award-winning marketing firm with offices in New York, Boston, and Chicago. It’s web site is shown here.
- In this video we will discuss The Power of Social Media What is Social Media? Facebook Twitter LinkedIn Blogs YouTube
- Social media, includes Facebook, Twitter, LinkedIn, blogs and YouTube. Social media allows you to target your audience and learn about this group. If you've targeted them correctly and engaged them along the way, they won't even need to search for you when it comes time to buy. (CLICK) The author’s company, Likeable Media, has used Facebook ads as the only form of paid advertising. This has enabled the company to grow from nothing into a multimillion dollar firm in three years. (CLICK) And they only spent about $30 a day to do it. They targeted “chief marketing officers,” “vice presidents of marketing,” “marketing directors,” and “brand managers.” They didn’t ask people to call or even to check out their website in the ads, but only asked them to connect to their page on Facebook and join their community. (CLICK) They now have 21,000 fans in their Facebook community. (CLICK)
- Fibromyalgia and Fatigue Center (FCC) is a client of Likeable Media’s The people who typically suffer from this illness are females between the ages of 35 and 60. (CLICK) In the past FCC has used television, radio, and print ads in the hope of reaching people to sell FCC services. However, that kind of advertising was expensive and wasteful. Then, they began to use Facebook to target people who listed fibromyalgia as an interest in their profiles. They also listened on Twitter for people talking about the illness, regularly searching for keywords such as “fibromyalgia,” “tired all the time,” “chronic fatigue,” or “why am I so tired.” (CLICK) They set up a community on Facebook called Fibro360 where anyone who suffers from fibromyalgia or chronic fatigue syndrome can share stories, support one another, and get news, tips, research, and information on the illness. They didn't link online ads and marketing messages to FFC's website or to a phone number. Instead they linked all communications to the community on Facebook, which you can see on the screen. (CLICK) Nine months later, the results were astounding: tens of thousands of people had joined the community on Facebook. Their sales increased by 20%.
- Social Media facilities word-of-mouth marketing. People can listen to others talking and join the conversation with anyone about any topic of interest. Social media is an alternative to traditional advertising. It is also an alternative to a company’s website. Social media typically includes: Facebook Twitter LinkedIn YouTube Blogs Facebook’s Like button is reorganizing the Internet. When you like something, then you alert all of your friends. And this is nothing short of a game changer for marketers and businesses. People don't just surf the Web anymore; they surf Facebook, Twitter and other social networks looking for recommended content. One quarter of all Internet page views were on the Facebook in November 2010.
- Now, social media is not some magic bullet. It can’t make up for a bad product, company, or organization. It can’t meet overnight sales success. And, it is not free. However, social media done properly can lead to sales success. You should integrate social media into all customer-facing departments. Advertising should include social media links and value propositions to customers in all paid media. Marketing should provide promotions, contests, giveaways, or other marketing programs, and content on Facebook and other social networks. Public relations should listen to customer comments on social networks and blogs and respond swiftly. Customer service should listen to customer complaints and requests across social networks and respond. Operations should implement a social media policy and make sure that all staff are fluent in social media practices. Sales should listen carefully to prospects online. Research and development should listen to customer sentiment about your products and your competitors’ products. Senior management should serve as online spokespeople for the brand through Twitter, video, and blogs. Information technology should ensure that your website is up to date with social links, content, plug-ins and applications. In fact, many organizations will concentrate their online efforts on their Facebook page, Twitter profile and blog, not their website. This provides you with an amazing opportunity to target your ideal customer.
- Social media allows companies to connect with their consumers. In fact companies will have no choice because consumers will talk about the company (good and bad) no matter what. The key to effective use of social media is to do the following: You need to listen Social listening is the ultimate surveying and focus group tool-practically free and running 24/ 7/365 for you. There are a lot of free ways to listen to what customers and prospects are saying online. You can put in keywords and also geographical filtering by using the following services: Google Alerts. Technorati blog search. Twitter search. Facebook search. YouTube search. TweatBeep. You need to be transparent, which means being honest and do not sounding like you are trying to sell something. You need to respond quickly to all bad comments. Unless the comment is obscene, profane, contains someone's personal and private information, you should never delete from the social network. If somebody makes a public complaint, you can respond by saying “I'm sorry you had an issue Johnny. Please see the private message we sent you to resolve the matter.” Then in the private message say “Sorry you had a bad experience, Johnny. If you e-mail us with your account information, we will try to resolve the issue as quickly as possible.” Remember, saying I'm sorry is not an admission of guilt. Also, respond to the good comments too. Respond by saying, “Thanks for your comment and keep spreading the good word!” You need to engage Ask questions. The object is to ask a lot of questions. Think of it, research and development routinely spends millions of dollars on focus groups and surveys to gain insight into their customers. However, once you've built up a following on Facebook, Twitter, or both, you can tap into these communities on a regular basis without spending a dime. Try asking simple questions such as: “ What can we do better?” “ What was your best and worst experience with us?” “ What do you think of our recent advertisement?” Also, asking questions increases the interaction on your site You need to provide give-aways. You can give away many valuable items for free, such as articles, white papers, research studies, games, apps, and videos You need to share stories. Stories bring your company to life, and people love hearing stories, such as how the company was born, or the impact the company had on a customer's life, or a unique experience of a company employee, etc.
- Facebook is the number one social network in the world with more than 600 million users. It’s best use is to connect with your target audience. The provides the following features: Profile is aquick summary of who you are including photographs. A Group lets you share information with people who have similar interests The Like button lets a reader share content with friends. When readers (CLICK)the Like button on your site, a story appears in the reader's friends' News Feed with a link back to the website. An average person likes between five and 15 pages. When you as a reader Like something, you provide an endorsement of the content to your friends Social plug-ins allow websites to add Like buttons with a simple line of code so people can endorse a website or page with one click. (CLICK) Here is an example of the Aflac duck’s Facebook page.
- Here are top 10 reasons consumers like Facebook: To receive discounts and promos. To show support for brand to friends. To get free samples or coupons. To stay informed about company activities. For updates on future projects. For updates on upcoming sales. Just for fun. To get access to exclusive content. To learn more about the company. For education about company topics.
- On Facebook when you log in as a user, you are brought to a home page that displays your “top news” feed. Companies want their news to appear in this top newsfeed. To make sure your news appears on top, you need to consider three factors: How recently the content occurred or was created In order to optimize this you'll need to determine when your prospects are more likely to be logged on and using Facebook. If your customers are mostly teachers, you'll want to share updates between 3 and 5 p.m. when they're likely not in front of their classes. The strength of your relationship with the person. Does this user interact with you often? You need to engage the reader with every post you make. How many comments and likes the content generates. This is based on the number of likes. The more likes that content receives, the more often it will be viewed, and the number of people seeing and accessing the content will grow over time. Tell your customers to like you everywhere, including your website, every e-mail you send, every phone call and every brochure you print, as well as packaging and signs
- The traditional sales funnel includes building awareness, shaping intent, providing a trigger, which will lead to a sale. The Facebook sales funnel includes Facebook marketing by providing interesting content, which builds awareness, provides education about you, leads to engagement/likability, and then to sales. You engage the consumer and make them aware of you through the content you deliver to them free. Then, you can provide an ad to people who are already familiar and comfortable with you and more likely to buy from you.
- (CLICK) Facebook includes ads on the right hand side of each page it serves online and underneath each page it serves on mobile phones. (CLICK) You can run an unlimited number of ads at a certain budget amount. You can set a daily budget, which can be as low as five dollars and as high as you'd like. You can buy ads through pay per impression or pay per click. With pay per impression your ad may appear many thousands of times, but if nobody clicks on the ad, you’ll have nothing to show for your money. With pay per click, you only pay when people (CLICK)on your ads and visit your page so you therefore only pay for results. Pay per (CLICK)is recommended. For bigger brands with a $25,000 minimum, you can purchase Facebook’s “Homepage Engagement Ads.”
- The ability to build word-of-mouth endorsements from your friends into personalized advertising units is possible with Facebook. Facebook has a self-serve ad platform that is free to use . You can easily research people on Facebook using exact the attributes you're looking for. Here are the ways you can target: (CLICK) By location. By demographics, such as age and gender (CLICK) (CLICK) By likes and interests. This is perhaps the most important category of the ad targeting. There are nearly one million possible likes and interests to choose from. By relationship status, such as singles, married, etc. By language. By education And by work. This is particularly valuable in business-to-business marketing. (CLICK)
- Here are some cool things you can do with Facebook ads. You can target your fans with reminders about events and promotions or just to say thank you. You can target your employees using the “companies” targeting feature. You can introduce yourself to a new company. You can build potential relationships with key partners by targeting people with “CEO” or “president” and other similar job titles. You can target specific companies. If you are a media company, for example, you could target the New York Times, Wall Street Journal, your local television station. Etc/. When the author wanted to land an account with Neutrogena, he targeted people with titles such as “marketing director” and “manager” at their company using Facebook ads. After he got their attention they called him and became clients within a month. When you combine the “job title” category with “workplace” category, you can pinpoint your key audience with precision.
- Twitter has more than 200 million users. It’s best use is for real-time communication and customer service. It’s features include three ways to communicate. There are general updates, called tweets, which are messages that go out to everyone who signed up to follow your company. There are @Replies, which are messages directed to one or more accounts without bothering other users. And, there are direct messages, which are private messages between two accounts. Remember, that Twitter conversations are typically more public than Facebook, which is mostly with fans. (CLICK) An example of Twitter is Best Buy’s Twitter page (WAIT) (CLICK) to the right you can see that Best Buy has 229,726 followers (CLICK)
- Twitter is the leading platform to search for conversation. There are more than 95 million Tweets every day. You can do a Twitter search by going to Search.Twitter.com and (CLICK) typing something in the search bar. (CLICK) You can use a variety of operators, such as exact phrases or user names, etc. (CLICK) (CLICK) Typing Liberty University returned this search (CLICK) On Twitter, for example, if you're a real estate agent, you can listen for people asking questions about getting home loans in your town and answer those questions with links to helpful online articles. Or if you're a local bed and breakfast, you might listen for people asking questions about great vacation spots.
- Twitter has something called “Promoted Tweets,” which allow advertisers to get their company's most recent tweets in front of people who are using particular keywords on Twitter. This process is most similar to Google's Adwords model, in which people who search on Google and use specific keywords and then find sponsored ads next to the search results from companies who have preselected and bought those keywords. For example, a doctor in Brooklyn can purchase the specific keywords “Brooklyn,” or “Dr.”, or “patient,” or “care,” and then the doctor’s last tweet will show up at the top of any Tweet that uses those key words. (CLICK) Dell uses Twitter with great success to sell inventory. (CLICK)
- LinkedIn has more than 100 million user profiles It’s best use is for recruitment and retention, and industry collaboration. While not as specific as Facebook, LinkedIn does offer good targeting criteria to reach professionals, including industry, job title, seniority, age, gender and location. It also offers pay per click and pay per impression models for ad budgets as little as $10. However, the coolest aspect of LinkedIn ads is the link underneath each ad, which connects to the person's profile who took out the ad. Instead of an advertisement coming from a giant faceless organization, it is literally shown as coming from one individual who is on LinkedIn. The author’s company, Likeable Media, used LinkedIn to target senior marketing professionals in New York, Boston, and Chicago to generate prospects for Likeable Media’s services. There still are some professionals, especially senior ones, who aren't on Facebook but are on LinkedIn. (CLICK) Here is Likeable Media’s LinkedIn page (CLICK) (CLICK)
- Blogs are an important social media activity There are five reasons your company should be blogging: It's the perfect outlet for long-term communication with your audience. It can attract future customers and influence purchasing decisions. It can attract future employees. It positions yourself as a thought leader in the industry. It also can contribute to search engine optimization so your website appears high in searches on Google, etc. (CLICK) Here is an example of Likeable Media’s Blog (CLICK)
- Here are the four best blogging platforms: Word press. Wordpress.org Tumblr. Tublr.com Posterous. Posterous.com Blogger. Blogger.com And here are five great resources to find relevant blogs in your industry: BlogDash. BlogDash.com Blogdigger. Blogdigger.com Google Blogs. BlogSearch.Google.com Icerocket. IceRocket.com Technorati. Technorati.com
- YouTube, owned by Google, is the largest video sharing site in the world with hundreds of millions of videos. It’s best use is to demonstrate corporate culture or product use. (CLICK) Here is Likeable Media’s YouTube page (CLICK) To create video content follow these quick guidelines: Use a flipcam. There’s usually no reason to waste money on more expensive equipment. Keep it short and sweet. People's attention-spans online are short-- no longer than two minutes. So therefore, the sweet spot for videos on social networks is 60 to 90 seconds. Share the view videos everywhere. Share on YouTube and Facebook and consider using a service such as TubeMogul, which allows you to share your videos on dozens of different platforms. Have fun with it. This shows in your final product. You don't want to appear uncomfortable or anxious on camera. (CLICK) Blendtec, a manufacturer of blenders, has created the most popular corporate YouTube videos of all time. In these videos they blend weird things like iPods and iPhones in their blenders. (CLICK)
- I hope that you have enjoyed this presentation. For more information, please click on the displayed graphic to purchase this book. Thanks for listening.