Using social media to make your organization more Likeable

1. Using
Social
Media
to
Make
Your
Organiza6on
More
Likeable
Presented
to
Social
Media
Society
@DaveKerpen,
CEO,
@LikeableMedia
June
2011

3. Warnings
about
Facebook
1)
Facebook
is
not
free.
2)
Facebook
will
not
bring
you
instant
results.
3)
Facebook
cannot
make
up
for
a
bad
product
or
service.

4. like
is
the
new
link

5. it’s
not
about
you…

6. Likeable
Social
Media:
How
to
Delight
Your
Customers,
Create
an
Irresis6ble
Brand,
and
Be
Generally
Amazing
on
(&
other
social
networks)
18
ways…

7. 1. listen
first
and
never
stop
listening

9. ac6on
items
•
Write
down
a
list
of
five
phrases
people
might
say
which
would
idenAfy
themselves
as
potenAal
customers
of
yours.
Conduct
TwiDer
and
Facebook
searches
for
each
of
these
phrases.
•
Conduct
searches
for
your
brand,
compeAtors,
products
and
services.
Take
inventory
of
what
people
are
saying.
•
Develop
a
plan
and
system
to
listen
on
the
social
web,
and
determine
ways
your
organizaAon
can
benefit
from
the
insight
and
knowledge
gained
by
listening

10. 2.
way
beyond
women
25-­‐54:
define
your
target
audience
be]er
than
ever

12. ac6on
items
•
Write
down
a
descripAon
of
your
perfect
target
audience.
Define
your
customers
and
prospects
as
narrowly
as
you
can.
Try
to
paint
as
detailed
a
picture
of
who
your
customers
are,
and
who
you
want
them
to
be.
•
Find
your
audience
on
social
networks.
(Facebook
Ads
plaJorm;
LinkedIn
search
by
job
Atle/industry;
TwiDer
&
blogs
for
what
customers
are
talking
about)
•
Write
down
a
list
of
places
in
your
markeAng
budget
that
you’re
spending
too
much
money
targeAng
too
wide
an
audience
and
decide
how
you
can
cut
back.

13. 3.
think
–
and
act
–
like
your
customer

16. ac6on
items
•
Write
down
what
your
typical
customer
likes.
What
specific
content
would
make
you
click
the
“Like”
buDon
if
you
saw
it
as
a
consumer?
Write
down
10
examples
of
such
likeable
content.
•
Take
messaging
that
your
organizaAon
has
used
in
wriDen
markeAng
materials
in
the
past,
and
rewrite
it
for
the
social
web,
making
the
material
more
likeable.
•
Create
a
plan
for
how
you
might
create
likeable
content
not
just
for
social
networks,
but
how
you
might
make
all
markeAng
and
communicaAons
content
more
likeable.
(Changes
in
your
email
markeAng,
direct
mail,
web
content,
and
ad
copy?)

17. 4.
compel
your
customers
to
be
your
first
fans

20. ac6on
items
•
Work
with
your
team
to
create
your
value
proposiAon,
not
for
a
sale
but
for
a
like.
•
Brainstorm
all
of
the
ways
you
can
integrate
this
call
to
acAon
into
your
current
markeAng
and
communicaAons
pracAces.
•
Create
a
15
second
elevator
pitch
to
tell
your
customers
and
anyone
you
come
into
contact
with,
why
they
should
like
you
on
Facebook
and
follow
you
on
TwiDer.

21. 5.
engage:
create
true
dialogue
with,
and
between,
your
customers

23. ac6on
items
•
Determine
what
resources
you
have
to
put
towards
a
social
media
program
through
which
your
organizaAon
becomes
authenAcally
engaged
with
its
consumers.
•
Hire
an
online
community
manager
if
you
don’t
yet
have
one.
An
online
community
manager’s
main
role
is
to
build
and
grow
an
engaged
community.
•
Write
a
list
of
five
ways
that
your
communicaAons
could
be
more
engaging
than
they
are
right
now.

24. 6.
respond
quickly
to
all
bad
comments

27. ac6on
items
•
Determine
what
resources
you
have
to
put
towards
a
social
media
program
through
which
your
organizaAon
becomes
authenAcally
engaged
with
its
consumers.
•
Hire
an
online
community
manager
if
you
don’t
yet
have
one.
An
online
community
manager’s
main
role
is
to
build
and
grow
an
engaged
community.
•
Write
a
list
of
five
ways
that
your
communicaAons
could
be
more
engaging
than
they
are
right
now.

28. 7.
respond
to
good
comments
too

30. online
influencers…
the
new
celebri6es?

31. ac6on
items
•
Create
a
social
brand
bible
for
response.
Determine
what
your
brand’s
voice
should
be
like
in
its
responses
to
customers
on
social
networks.
•
Determine
the
necessary
resources
to
answer
every
customer
with
a
comment
or
quesAon
who
posts
on
a
social
network,
based
on
your
understanding
of
the
current
number
of
customers,
fans,
and
followers
your
organizaAon
has.
•
Determine
formal
or
informal
ways
you
can
reward
your
most
loyal
and
influenAal
customers
in
order
to
accelerate
the
posiAve
word
of
mouth
recommendaAons
they
have.

32. 8.
be
authen6c

34. ac6on
items
• If
you’re
a
one
person
operaAon
or
a
very
small
business,
write
down
five
things
you
could
say
that
would
seem
in-­‐
authenAc
or
like
markeAng-­‐speak
to
a
customer.
Then
write
five
examples
of
how
you
could
say
the
same
message
in
a
more
authenAc
way
on
Facebook.
•
If
you
are
part
of
large
organizaAon,
create
a
plan
for
how
to
to
represent
yourselves
authenAcally.
•
If
you
already
have
a
social
media
policy,
examine
it
carefully
to
ensure
that
it
encourages
authenAc
communicaAon,
and
tweak
it
if
it
doesn’t.
If
you
don’t
yet
have
a
social
media
policy,
dra]
one
now.
(We
have
Aps
at
our
blog
at
Likeable.com/Blog
to
help
get
you
started.)

35. 9.
be
honest
&
transparent

37. ac6on
items
• Create
a
social
media
policy
which
insists
on
honesty
and
transparency
as
the
default
expectaAon.
•
If
you
work
at
a
large
organizaAon,
determine
whether
your
Chief
ExecuAve
Officer
can
effecAvely
use
social
media
tools
such
as
TwiDer
and
Facebook
herself,
to
be
the
ulAmate
transparent
representaAve
of
your
brand.
•
Closely
examine
your
social
media
policy
to
make
sure
it
is
aligned
with
the
values
of
honesty
and
transparency
at
its
core.
•
Write
down
three
ways
you
could
respond
to
quesAons
and
comments
on
social
networks
in
a
more
transparent
way
in
order
to
further
build
trust
with
your
customers.

38. 10.
should
you
ask
a
lot
of
ques6ons?

39. in
a
recent
study,
Likeable
Media
looked
at
status
updates
that…
1.
Pose
a
quesAon
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

40. Likeable
Media
found
the
following…
•
In
100%
of
cases,
engagement
rates
for
posts
that
asked
fans
to
“‘Like’
this”
were
up
to
5.5
Ames
(on
average
2.7x)
higher
than
those
for
“other
updates”.*
•
In
9
out
of
10
cases,
status
updates
that
posed
a
quesAon
directly
to
fans
were
2-­‐6
Ames
as
engaging
as
“other
updates”.

42. ac6on
items
•
Write
down
a
list
of
the
topics
of
conversaAon
your
customers
typically
talk
about.
•
Based
upon
the
topics
your
customers
discuss,
write
a
list
of
quesAons
you
could
ask
them
publicly
on
Facebook
or
TwiDer
to
sAmulate
interesAng
discussion.
•
What
quesAons
could
you
ask
your
fans
to
glean
insight
into
what
they
want
from
you,
and
how
you
could
do
a
beDer
job
serving
your
customers?
•
Determine
whether
you
have
any
upcoming
design
updates,
new
products
or
packaging,
or
other
opportuniAes
you
could
ask
your
customers
and
fans
to
help
you
with
publicly.

43. 11.
provide
value
(yes,
for
free!)

45. ac6on
items
•
Brainstorm
and
write
down
all
of
the
ways
in
which
you
can
provide
value
to
your
target
audience
without
focusing
on
markeAng
yourself
or
selling
your
company
to
them
at
all.
•
Write
down
the
format
or
formats
that
your
organizaAon
is
more
capable
of
using
to
provide
your
audience
with
valuable
content
on
the
social
web.
•
Create
several
pieces
of
content
that
you
think
your
customers
would
find
valuable.
Before
you
share
the
content
on
Facebook
or
another
social
network,
share
it
with
a
friend
or
two
to
test
it.

46. 12.
share
stories
(they’re
your
social
currency)

48. ac6on
items
•
Write
down
your
company’s
founding
story.
How
can
you
package
that
story
for
easy
consumpAon
and
sharing
on
social
networks?
•
Research
other
stories
your
organizaAon
has
to
share.
Develop
a
list
of
customer
experiences,
unique
staff
members,
and
community
involvements,
that
you
consider
worth
sharing
with
the
world
at
large.
•
Determine
how
you
will
best
share
your
stories.
Will
you
focus
on
Facebook
and
TwiDer?
Is
there
a
niche
social
network
where
your
stories
would
be
beDer
received?
•
Decide
how
you
can
create
new
stories
for
your
organizaAon.

49. 13.
inspire
your
customers
to
share
stories

51. ac6on
items
•
Define
your
“wow”
factor.
What
aspect
of
your
products
or
services
is
truly
worth
talking
about?
•
Define
your
most
passionate
subset
of
customers.
Who
are
they,
what
social
networks(s)
on
they
on,
how
can
you
reach
them,
and
what
tools
and
opportuniAes
can
you
give
them
to
encourage
them
to
share
their
stories?
•
Determine
what
incenAves,
if
any,
might
be
helpful
in
order
to
inspire
and
accelerate
more
word
of
mouth.

52. 14.
integrate
facebook
into
the
en6re
customer
experience

54. ac6on
items
•
Determine
who
else
besides
you
at
your
organizaAon
can
have
a
role
in
using
social
media
to
interact
with
customers.
Form
a
cross-­‐departmental
task
force
to
beDer
integrate
social
media
into
all
of
your
business
pracAces
and
operaAons.
•
Closely
examine
all
of
your
available
inventory,
assets,
Ame
and
space
you
have
to
promote
your
Facebook
presence.
As
you
grow
this
key
asset,
where
can
you
remind
Where
can
you
share
your
value
proposiAon
for
liking
you
and
following
you?
•
Integrate
Facebook’s
“like”
buDon
to
as
many
products
and
objects
on
your
website
as
make
sense.
The
easier
you
make
it
to
be
likeable,
the
more
likeable
you’ll
become.

55. 15.
use
facebook
ads
for
greater
impact

59. ac6on
items
•
Define
your
perfect
target
audience,
using
Facebook’s
adverAsing
categories
to
guide
you.
•
Test
out
various
different
creaAve
ideas
in
adverAsing.
Start
with
a
very
small
budget
and
with
several
different
pictures
and
headlines
to
determine
what
works
best.
Link
ads
to
your
Facebook
page,
not
to
your
website.
•
Determine
whether
your
organizaAon
could
benefit
from
LinkedIn
ads
or
TwiDer
ads.

60. 16.
admit
when
you
screw
up
then
leverage
your
mistakes

62. ac6on
items
•
Create
a
social
media
crisis
plan.
What
will
you
do
if
a
customer
shares
a
negaAve
experience
on
YouTube,
or
a
promoAon
goes
awry,
or
a
planned
communicaAon
doesn’t
go
as
planned?
•
Work
with
your
legal
team
and
corporate
communicaAons
team
now
to
establish
some
guidelines.
•
Once
you
have
a
plan
established,
conduct
a
fire
drill
or
two
to
see
how
well
your
organizaAon
responds.
•
Make
sure
you
are
keeping
a
close
watch
and
listen
on
what
the
conversaAon
about
you
online
is
–
even
on
weekends
and
holidays.

63. 17.
consistently
deliver
excitement,
surprise,
&
delight

65. free
chillzones

66. ac6on
items
•
Develop
a
strategy
for
how
you
can
exceed
customer’s
expectaAons
on
social
networks,
and
surprise
and
delight
them.
To
start,
write
down
five
ways
you,
as
a
consumer,
could
be
surprised,
in
a
good
way,
by
your
company’s
acAons.
•
Determine
what
budget
you
have
for
dedicated
promoAons,
contests,
giveaways
and
sweepstakes
on
Facebook
and
TwiDer.
•
Create
a
social
network
communicaAons
plan
that
includes
unique
language
in
talking
to
your
customers
and
prospects.
No
maDer
what
your
budget,
a
unique
catchphrase
can
differenAate
you,
make
people
smile
–
and
make
people
spread
the
word.

67. 18.
don’t
sell!
just
make
it
easy
&
compelling
for
customers
to
buy

69. ac6on
items
•
Conduct
an
assessment
of
your
current
online
buying
processes.
How
interested
and
capable
would
you
be
as
a
consumer
in
buying
from
your
company?
•
Research
Facebook
applicaAons
for
sales
and
choose
one
to
integrate
into
your
Page.
•
Write
5
sample
Facebook
updates
which
combine
a
likeable,
engaging
quesAon
or
content
with
an
irresisAble
offer
and
link
to
your
website
to
buy
or
learn
more.
Test,
track
and
measure
the
results
in
order
to
opAmize
for
future
ROI.

70. if
18
rules
is
too
much
to
remember…
Listen
Up!
Be
Transparent!
Respond
to
Everyone!
Just
Be
Likeable!

71. but
how
do
we
get
started
today?

72. gelng
started
on:

73. profiles
If
you
can
add
a
business
as
a
“FRIEND”,
it’s
not
properly
set
up
on
Facebook.
Individual
profiles
are
for
Individuals.

74. groups
Groups
are
organized
around
common
interest.
Limited
funcAonality,
but
able
to
organize
large
groups
of
people.
Can
be
public
or
private.

75. fan
pages
Established
for
businesses:
Become
a
LIKER
Completely
public,
don’t
need
to
be
a
member
of
Facebook
to
view
HIGHLY
funcAonal.

76. community
pages

77. the
5
most
engaging
status
updates

78. gelng
started
on:

79. best
uses
•
Consumer
Insight
•
Customer
Service
•
Real
Time
Communica6on

80. “what’s
happening?”
Limited
to
140
Characters,
TwiDer
is
based
on
the
simple
premise
of
reporAng
“What’s
happening?”
right
now

81. retwee6ng
Type
“RT
@DaveKerpen:”
OR
Simply
click
the
“Retweet”
buDon

82. @reply
Click
the
“Reply”
buDon…

83. DM
(Direct
Messaging)

84. tweetdeck

85. hootsuite

86. other
apps

87. gelng
started
on:

88. Best
Uses
•
Demonstra6ng
Corporate
Culture
•
Demonstra6ng
Product
Uses

89. Tips
•
Content
is
more
important
than
producAon
quality.
A
good
flipcam
will
do.
•
Short
and
sweet
is
almost
always
beDer.
A
good
rule
of
thumb
is
30-­‐90
seconds
per
video.
•
Have
fun.
Video
is
a
great
way
to
showcase
your
brand’s
personality
.
•
Answer
people’s
comments.

91. gelng
started
on:

92. best
uses
•
Recruitment
•
Reten6on
•
Industry
Collabora6on

93. company
profiles

94. gelng
started
on:

95. best
uses
Blogs
allow
you
to
connect
with
the
consumer
in
a
more
casual
level,
enable
you
to
talk
directly
with
consumer
via
comments,
and
allow
you
to
expand
and
explore
topics

96. There
are
over
200
million
US-­‐based
blogs.
In
addiAon
to
providing
a
plaJorm
for
expanded,
easily
updatable
content,
blogs
have
another
important
purpose:
B.L.O.G.
=
BETTER
LISTINGS
ON
GOOGLE
(and
Bing
too!)

99. thank
you/
grand
prize/
I
love
feedback
likeable.com
likeablebook.com
Engage
with
me
@DaveKerpen
on
Twi]er
Ask
us
ques6ons
@
Facebook.com/LikeableMedia
Or,
email
me
any6me
dave@likeable.com