The document provides tips for using social media to make an organization more likeable. It discusses 18 rules for social media success, including listening to customers, engaging in dialogue, responding quickly to comments, being authentic, and providing value without selling. It also gives best practices for using specific social media platforms like Facebook, Twitter, YouTube, LinkedIn, and blogs to connect with customers and build the brand.

1. Using Social Media to Make Your Organization More Likeable Presented to Social Media Society @DaveKerpen, CEO, @LikeableMedia June 2011

3. Facebook is not free. Facebook will not bring you instant results. Facebook cannot make up for a bad product or service. Warnings about Facebook

4. like is the new link

5. it’s not about you…

6. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…

7. listen first and never stop listening

9. 2. way beyond women 25-54: define your target audience better than ever

11. 3. think – and act – like your customer

14. 4. compel your customers to be your first fans

17. 5. engage: create true dialogue with, and between, your customers

19. 6. respond quickly to all bad comments

22. 7. respond to good comments too

24. online influencers… the new celebrities?

25. 8. be authentic

27. 9. be honest & transparent

29. 10. should you ask a lot of questions?

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…

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…

33. 11. provide value (yes, for free!)

35. 12. share stories (they’re your social currency)

37. 13. inspire your customers to share stories

39. 14. integrate facebook into the entire customer experience

41. 15. use facebook ads for greater impact

45. 16. admit when you screw up then leverage your mistakes

47. 17. consistently deliver excitement, surprise, & delight

49. free chillzones

50. 18. don’t sell! just make it easy & compelling for customers to buy

52. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!

53. but how do we get started today?

54. getting started on:

55. If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals. profiles

56. Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private. groups

57. Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional. fan pages

58. community pages

59. the 5 most engaging status updates

60. getting started on:

61. • Consumer Insight • Customer Service • Real Time Communication best uses

62. Limited to 140 Characters, Twitter is based on the simple premise of reporting “What’s happening?” right now “ what’s happening?”

63. Type “RT @DaveKerpen:” OR Simply click the “Retweet” button retweeting

64. Click the “Reply” button… @reply

65. DM (Direct Messaging)

66. tweetdeck

67. hootsuite

68. other apps

69. getting started on:

70. • Demonstrating Corporate Culture • Demonstrating Product Uses Best Uses

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

73. getting started on:

74. • Recruitment • Retention • Industry Collaboration best uses

75. company profiles

76. getting started on:

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

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!)

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