pr news digital pr summit feb 16, 2012 san francisco
TRANSCRIPT
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