46
Why It’s So Important To Be Likeable On Facebook & How To Do It November 30, 2010 Dave Kerpen, CEO, Likeable
Why It’s So Important To Be Likeable On
Facebook & How To Do It
November 30, 2010
Dave Kerpen, CEO, Likeable
11/30/2010 2
our heritage
11/30/2010 3
meet Likeable Media’s clients
*partial list
11/30/2010 4
Likeable Social Media, the book (May 2011, McGraw-Hill)
5
Word of mouth has always been the best form of marketing for your business. People do business with people and businesses they know, like and trust. People trust their friends…
social media at its core
with social media, the definition of
“friends” has changed drastically
11/30/2010 6
join the conversation
Did You Know that 85% of social media users expect organizations to interact with them on social sites?*
*2008 Cone “Business in Social Media” Study
The Reality is… The Conversation Is No Longer Optional.
11/30/2010 7
Are You READY To Change How You Do Business?
but the question is…
11/30/2010 8
Joining the conversation using
It’s not a question of if but
when and how you will join the
conversation. 9 11/30/2010
500 million +
11/30/2010 10
11/30/2010 11
facebook profiles
If you can add a business as a “FRIEND”, it’s not properly
set up on Facebook.
Individual profiles are for Individuals.
11/30/2010 12
facebook groups
Groups are organized around common
interest.
Limited functionality, but able to
organize large groups of people.
Can be public or private.
11/30/2010 13
facebook fan pages
Established for businesses:
Become a LIKER
Completely public, don’t need to be a
member of Facebook to view
HIGHLY functional.
11/30/2010 14
facebook community pages
will this network work for you?
11/30/2010 15
Facebook.com/ striderite
Facebook.com/ Delta
Facebook.com/OnePurrfectPlace
Facebook.com/1800flowers
*Dimensions: 200 x 500
optimize your profile picture
16 11/30/2010
New width: 520 Old width: 760
what changed in tabs?
17 11/30/2010
fbml/landing tabs
18 11/30/2010
create a coupon or giveaway
19 11/30/2010
20 11/30/2010
create a contest or sweepstakes
use virtual gifts, polls and quizzes
to your advantage
21 11/30/2010
It’s not enough to have a presence on social networks. You need to provide value on a regular basis and have something to say
that appeals to your target audience.
content calendar
22 11/30/2010
23
How Do You Fit Social Media In? You’re already too busy!
Plus, you’re not a tech person!
how to make this fit for you
24
Less Automation, More Conversation!
tips for making it work
25
Choose the Way You Automate
tips for making it work
26
be likeable
Likeable “Like”able
11/30/2010 26
• As of October 2010, over 2 million sites have added Facebook’s Like Button
• ABC News saw a 200% increase in referral traffic from Facebook simply by incorporating the Like button, and a 50% increase from Twitter and Digg by adding the Like It, Tweet It, Digg It Plugin
“like” is the new link
• Social Searching: Consumers trust friends above experts…do they trust friends above search?
• The Like Button reorganizes social search on the web, emphasizing SMO and changing SEO forever.
“like” is the new link
29
what does it mean to be likeable?
• Being “Likeable” is doing the right thing for your customers, publicly and privately.
• Being “Likeable” is creating content that is apt to generate response, getting increased likes and comments, and increasing your social visibility.
30
in a recent study on responsive updates
conducted by Likeable Media where...
1. Status updates that pose a question or challenge directly to fans (ex:
“what’s your favorite type of flower?” or “fill in the blank: summer is _____”)
2. Status updates that ask fans to “like” it (ex: “Like this status if you’re ready for the weekend!”)
3. Status updates that announce winners of a Facebook-hosted contest or sweepstakes (ex: “Congrats to Devin Sugameli, winner of a $25 gift card from us!”)
4. “Everything else” – all remaining status updates that didn’t fit any of the above categories.
11/30/2010
31
Likeable Media found the following…
•In 100% of cases, engagement rates for “other updates” were below the overall average. •In 100% of cases where applicable, 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 up to 6 times (on average 2x) as engaging as “other updates”.
*On one page, we found a “like this” update that was actually 26.6 times more engaging than “other updates”.
11/30/2010
Photos Videos Links Questions Interactive Apps (Polls,
Quizzes, Virtual Gifts, etc.)
the 5 most engaging status updates
32 11/30/2010
If nobody “like”s your updates, (or
comments), nobody will even
see your updates in their News Feeds
33 11/30/2010
engaging status updates
hypertarget your perfect customers
using facebook ads
34 11/30/2010
hypertarget your perfect customers
using facebook ads
35 11/30/2010
hypertarget your perfect customers
using facebook ads
36 11/30/2010
hypertarget your perfect customers
using facebook ads
37 11/30/2010
just for fun: nanotargeting
38 11/30/2010
facebook insights
39 11/30/2010
11/30/2010 40
facebook places
new social plugins: the like button
11/30/2010 41
the like button
11/30/2010 42
• Make your public profile a place filled with valuable
content. • Give your fans a reason to become fans. • Use updates to ask questions and elicit response, not
deliver press releases • Engage fans through creative content • Think of your page in terms of being for your fans, not being
for your brand
facebook best practices
11/30/2010 43
• Hypertarget with Social Ads and with Updates • Give fans reasons to post content on your profile page • Worry less about developing a custom good application, and
worry more about creating good conversation • Monitor conversation • Thank and respond to the positive • Respond even more diligently to the negative
facebook best practices
11/30/2010 44
Free resources from Likeable: Visit our blog at
http://likeable.com/blog or our Facebook page at http://Facebook.com/LikeableMedia for constant tips on your entrance into the social media space.
Looking for a complete social media strategy,
plan & execution? Email [email protected] or call 212.660.2458
ways likeable can help you
11/30/2010 45
46
thank you & grand prize
Dave Kerpen [email protected]
http://twitter.com/davekerpen
http://likeable.com
Engage with us @ http://twitter.com/LikeableMedia
Ask us questions @
http://facebook.com/LikeableMedia
Or, call us anytime @ 212.660.2458
Likeable Social Media, the book (May 2011, McGraw-Hill)
11/30/2010
