Dave Kerpen gave a presentation at the Social Media Conference in Athens on why it pays to be likeable. He discussed several key points around social media realities, the importance of listening to customers, being responsive, providing value through offers and storytelling, inspiring customer sharing, using ads for targeting, and building a likeable brand. The overall message was that social media requires ongoing engagement with customers in order to drive meaningful results for businesses.

1. Why It Pays To Be
Likeable
Social Media Conference ’12 Athens
April 27, 2012
@DaveKerpen, CEO, @LikeableMedia
Author of @LikeableBook
Slideshare.net/DaveKerpen

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
#Likeable #SMCgr

3. Listen First, And Never Stop Listening
#Likeable #SMCgr

4. Responsiveness Is Not A Choice
#Likeable #SMCgr

5. #Likeable #SMCgr

6. #Likeable #SMCgr

7. Respond To Positive Comments Too
In Your Unique Brand Voice
#Likeable #SMCgr

8. Meaningful Engagement Cannot Be Mechanical
#Likeable #SMCgr

9. The 4 Most Important Words In Social Media:
“I’m Sorry” & “Thank You”
#Likeable #SMCgr

10. Provide Value
Product Marketing
10% Off = Marketing
50% Off = Value
100% Off = Loyal customers for life
#Likeable #SMCgr

11. Provide Value
Professional Services
#Likeable #SMCgr

12. Every Brand Has A Story
Tell Your Brand’s Story, It’s Your Social Currency
#Likeable #SMCgr

13. Inspire Customers To Share Their Stories
#Likeable #SMCgr

14. Surprise & Delight
• 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
#Likeable #SMCgr

15. Use Social Ads For Perfect Targeting
#Likeable #SMCgr

16. Don’t Sell—Compel Customers to Buy
#Likeable #SMCgr

17. A Likeable Brand
#Likeable #SMCgr

18. Just Remember…
• Listen Up
• Respond To Everyone
• Be Likeable!
#Likeable #SMCgr

19. “It’s just a cocktail party.”

20. Thank You!
Feedback/Grand Prize
@DaveKerpen
FB.com/LikeableMedia
@LikeableMedia
dave@likeable.com