more likeable - res.cloudinary.com€¦ · 1) social media is not free. 2) social media will not...

60
Using Social Media to Make Your Organization More Likeable @DaveKerpen, CEO, @LikeableMedia

Upload: others

Post on 27-Jun-2020

1 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

Using Social Media to Make Your Organization 

More Likeable 

@DaveKerpen, CEO, @LikeableMedia

Page 2: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

our story

Page 3: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

*partial list 

Likeable clients

Page 4: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

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

Page 6: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

1) Social media is not free. 

2) Social media will not bring you instant results. 

3) Social media cannot make up for a bad product or service. 

3 warnings

Page 7: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

like is the new link

Page 8: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

it’s not about you…

Page 9: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on 

(& other social networks) 

18 ways…

Page 10: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

1. listen first and never stop listening

Page 11: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 12: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

2. way beyond women 25‐ 54: define your target 

audience better than ever

Page 13: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 14: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 15: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

3. think – and act – like your customer

Page 16: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 17: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 18: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

4. compel your customers to be your first fans

Page 19: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 20: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 21: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

5. engage: create true dialogue with, and between, 

your customers

Page 22: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 23: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 24: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

6. respond quickly to all bad comments

Page 25: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 26: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 27: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

7. respond to good comments too

Page 28: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 29: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

online influencers… 

the new celebrities?

Page 30: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

8. be authentic

Page 31: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 32: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

9. be honest & transparent

Page 33: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 34: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 35: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

10. should you ask a lot of questions?

Page 36: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

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…

Page 37: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

• 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…

Page 38: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 39: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

11. provide value (yes, for free!)

Page 40: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 41: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

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

Page 42: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 43: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

13. inspire your customers to share stories

Page 44: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 45: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 46: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

14. integrate social media into the entire customer 

experience

Page 47: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 48: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

15. use social network ads for greater impact

Page 49: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 50: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 51: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 52: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

16. admit when you screw up then leverage your 

mistakes

Page 53: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 54: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

17. consistently deliver excitement, surprise, & 

delight

Page 55: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 56: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

free chillzones

Page 57: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

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

Page 58: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad
Page 59: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

Listen Up! 

Be Transparent! 

Respond to Everyone! 

Just Be Likeable! 

if 18 rules is too much to remember…

Page 60: More Likeable - res.cloudinary.com€¦ · 1) Social media is not free. 2) Social media will not bring you instant results. 3) Social media cannot make up for a bad

Likeable.com 

Engage with us @LikeableMedia on Twitter 

Ask us questions @ Facebook.com/LikeableMedia 

Or, email me anytime [email protected] 

thank you/ grand prize/ I love feedback