Ama webinar october 2010 dave kerpen, likeable

Why It’s So Important To Be Likeable On Facebook & How To Do It

October 28, 2010Dave Kerpen, CEO, Likeable

04/07/23 2

our heritage

04/07/23 3

meet Likeable Media’s clients

*partial list

04/07/23 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

04/07/23 6

join the conversation

Did You Knowthat 85%85% of social mediausers expect expect organizations to interactwith them on social sites?*

*2008 Cone “Business in Social Media” Study

The Reality is…The Conversation Is No Longer OptionalOptional.

04/07/23 7

Are You READY To Change How You Do Business?

but the question is…

04/07/23 8

Joining the conversation using

It’s not a question of if but when and how you

will join the conversation.904/07/23

500 million +

04/07/23 10

04/07/23 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.

04/07/23 12

facebook groups

Groups are organized around common interest.

Limited functionality, but able to organize large groups of people.

Can be public or private.

04/07/23 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.

04/07/23 14

facebook community pages

will this network work for you?

04/07/23 15

Facebook.com/striderite

Facebook.com/OmahaSteaks

Facebook.com/OnePurrfectPlace

Facebook.com/1800flowers

*Dimensions: 200 x 500

optomize your profile picture

1604/07/23

New width: 520 Old width: 760

what changed in tabs?

1704/07/23

fbml/landing tabs

1804/07/23

create a coupon or giveaway

1904/07/23

2004/07/23

create a contest or sweepstakes

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

2104/07/23

22

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

23

Less Automation, More Conversation!

tips for making it work

24

Choose the Way You Automate

tips for making it work

25

be likeable

Likeable “Like”able

04/07/23 25

• 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

28

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.

29

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!”)

1. “Everything else” – all remaining status updates that didn’t fit any of the above categories.

04/07/23

30

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”.

04/07/23

Photos

Videos

Links

Questions

Interactive Apps (Polls, Quizzes, Virtual Gifts, etc.)

the 5 most engaging status updates

3104/07/23

If nobody “like”s your updates, (or

comments), nobody will even

see your updates in their News Feeds

3204/07/23

engaging status updates

use virtual gifts, polls and quizzes to your advantage

3304/07/23

hypertarget your perfect customers using facebook ads

3404/07/23

hypertarget your perfect customers using facebook ads

3504/07/23

hypertarget your perfect customers using facebook ads

3604/07/23

hypertarget your perfect customers using facebook ads

3704/07/23

hypertarget your perfect customers using facebook ads

3804/07/23

hypertarget your perfect customers using facebook ads

3904/07/23

just for fun: nanotargeting

4004/07/23

facebook insights

4104/07/23

04/07/23 42

facebook places

new social plugins: the like button

04/07/23 43

the like button

04/07/23 44

• 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

04/07/23 45

• 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

04/07/23 46

Free resources from Likeable: Visit our blog or our Facebook Page for constant tips on your entrance into the social media space.

Small Business: For Seamless strategy and execution…

Likeable Local: http://likeable.com/local

Larger business? Looking for a complete social media strategy, plan & execution? Try Social Ideation! Email dave@likeable.com or call 212.660.2458

ways likeable can help you

04/07/23 47

48

thank you & grand prize

Dave KerpenCEO

Likeable Media1001 Avenue of Americas

Suite 1501New York, NY 10018

http://likeable.com

Engage with us @likeablemedia on Twitter

Ask us questions @ http://facebook.com/LikeableMedia

Or, call us anytime @212.660.2458

Likeable Social Media, the book (May 2011, McGraw-Hill)

04/07/23