Why It Pays To Be Likeable

@DaveKerpen, CEO, @LikeableMediaAuthor of @LikeableBook

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 Social Media

• Allows brands to engage in and ignite conversation

• Creates a meaningful channel to reach audiences

• Develops a dedicated fan base

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?

Case Study Example: Best Buy

• Listening got them:

• 41847 followers

• 40% increase in sales

• Customer service Twitter account @Twelpforce

• Respond to customer concerns, complaints, and questions

• Non-promotional, solely helpful

• Customer service Twitter account @Twelpforce

Understand Your Customer

• What do your customers want?

• What do your customers like?

• EdgeRank

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

Provide Value

• Free value builds trust, reputation, and sales

• Stay consistent

• 5% off is marketing, 50% off is value

Get the Like

• Why do customers Like?

• What does a Like do for you?

• Expanding your network leads to potential customers!

Value

Trusted Network

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

Don’t Sell—Compel Customers to Buy

• Facebook Sales Funnel

• Broadcast buying opportunities through social engagement

Baseball Roses

• Spent $200 on Facebook Ads

• Led to over $1000 in revenue

• 400% ROI

Brian Carter, Author of The Like Economy

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

Thank You!Questions?

@DaveKerpenFB.com/LikeableMedia

@LikeableMediadave@likeable.com

212-660-2458