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With over 550 million users and growing, Facebook is the single most important social media platform for marketers to understand and leverage. In this Aquent/AMA webcast, Dave Kerpen, CEO of Likeable and an award winning Facebook marketer, walks you through how to optimize your Facebook presence for your business or organization.
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Why it's so important to be likeable on Facebook and how to do it
Dave Kerpen, CEO of Likeable and an award winning Facebook marketer, show you valuable tips on how to…
> Optimize your profile picture> Create a powerful landing tab> Set up a content calendar> Utilize the five most effective ways to engage your fans> Use virtual gifts, polls, and quizzes to your advantage> Hypertarget your perfect customers using Facebook ads
The audio portion of today’s presentation is available via broadcast audio.
AMA Marketing Effectiveness
Online Seminar Series
Alli Libb
American Marketing Association
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Check out the AMA website
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Why It’s So Important To Be Likeable On Facebook & How To Do It
October 28, 2010Dave Kerpen, CEO, Likeable
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our heritage
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meet Likeable Media’s clients
*partial list
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Likeable Social Media, the book (May 2011, McGraw-Hill)
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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
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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.
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Are You READY To Change How You Do Business?
but the question is…
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Joining the conversation using
It’s not a question of if but when and how you
will join the conversation.1304/11/23
500 million +
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facebook profiles
If you can add a business as a “FRIEND”, it’s not properly set up on Facebook.
Individual profiles are for Individuals.
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facebook groups
Groups are organized around common interest.
Limited functionality, but able to organize large groups of people.
Can be public or private.
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facebook fan pages
Established for businesses: Become a LIKER
Completely public, don’t need to be a member of Facebook to view
HIGHLY functional.
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facebook community pages
will this network work for you?
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Facebook.com/striderite
Facebook.com/OmahaSteaks
Facebook.com/OnePurrfectPlace
Facebook.com/1800flowers
*Dimensions: 200 x 500
optimize your profile picture
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New width: 520 Old width: 760
what changed in tabs?
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fbml/landing tabs
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create a coupon or giveaway
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create a contest or sweepstakes
use virtual gifts, polls and quizzes to your advantage
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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
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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
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Less Automation, More Conversation!
tips for making it work
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Choose the Way You Automate
tips for making it work
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be likeable
Likeable “Like”able
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• 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
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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.
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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.
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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”.
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Photos
Videos
Links
Questions
Interactive Apps (Polls, Quizzes, Virtual Gifts, etc.)
the 5 most engaging status updates
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If nobody “like”s your updates, (or
comments), nobody will even
see your updates in their News Feeds
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engaging status updates
hypertarget your perfect customers using facebook ads
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hypertarget your perfect customers using facebook ads
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hypertarget your perfect customers using facebook ads
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hypertarget your perfect customers using facebook ads
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just for fun: nanotargeting
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facebook insights
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facebook places
new social plugins: the like button
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the like button
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• 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
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• 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
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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
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thank you & grand prize
Dave [email protected]
http://twitter.com/davekerpen
http://likeable.com
Engage with us at http://twitter.com/LikeableMedia
Ask us questions @ http://facebook.com/LikeableMedia
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For More Information on our host, ReadyTalk, visit ReadyTalk.com/ama
Questions for Today’s SpeakerEmail: [email protected] @davekerpen on Twitter
Questions for the AMAEmail: [email protected]
Continue the Conversation on Twitter#AMAFB
Thank you for your Participation!