This document discusses strategies for effective social media marketing. It emphasizes that social media requires listening to customers, engaging in conversations, and providing value rather than just promoting sales. It also stresses the importance of developing a dedicated fan base through meaningful engagement. Several case studies are presented showing how brands increased sales by listening to customers and incentivizing social actions. The key is becoming a likeable brand through trust-building and teaching rather than direct selling.

1. Why It Pays To Be
Likeable
@DaveKerpen, CEO, @LikeableMedia
Author of @LikeableBook

2. Social Media Realities
• Social media is not free
• Social media will not bring you instant results
• Social media cannot make up for a bad product or service

3. Likeable Social Media
• Allows brands to engage
in and ignite
conversation
• Creates a meaningful
channel to reach
audiences
• Develops a dedicated fan
base

4. Listen First, and Never Stop Listening
• Listening should always be 50%
of the conversation
• There’s a different between
listening and monitoring
• What’s the cost of not listening?

5. Customer
Case Study
service Twitter
Example: Best Buy
account
@Twelpforce
• Customer service Twitter
account @Twelpforce
• Respond to customer
concerns, complaints,
and questions
• Non-promotional, solely
helpful
• Listening got them:
• 41847 followers
• 40% increase in sales

6. Understand Your Customer
• What do your customers
want?
• What do your customers
like?
• EdgeRank

7. Case Study: Cumberland Farms Chill Zone
• Incentivized fans to take action
• Created meaningful engagement
leading to an increase in sales
• Free Chill Zone day increased
sales 23% over previous Friday
• 50% of sales attributed to
Facebook

8. Provide Value
• Free value builds trust,
reputation, and sales
• Stay consistent
• 5% off is marketing,
50% off is value

9. Get the Like
• Why do customers Like? Value
• What does a Like do for you?
• Expanding your network
leads to potential customers! Trusted Network

10. Don’t Sell—Compel Customers to Buy
• Facebook apps to sell with
• TWEET
• Trust-building
• Wisdom
• Ears open
• Establish your brand
• Teach the world about what you do

11. Don’t Sell—Compel Customers to Buy
• Broadcast buying opportunities
through social engagement
• Facebook Sales Funnel

12. Baseball Roses
Brian Carter, Author of The Like Economy
• Spent $200
on Facebook Ads
• Led to over $1000 in
revenue
• 400% ROI

13. Driving Sales Through Increased Social PR
• Listen and engage
• Know your fans
• Provide value
• Increase Likes that matter
• Entice customers with purchasing power
• Be Likeable!
• Measure, adjust, repeat

14. Thank You!
Questions?
@DaveKerpen
FB.com/LikeableMedia
@LikeableMedia
dave@likeable.com
212-660-2458