Video Book Report Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and other social networks) by Dave Kerpen David L. Johnson, Ph.D. For more content, visit LessonsforUS.com
Video Book Report
Likeable Social Media:How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and other social networks) by Dave Kerpen David L. Johnson, Ph.D.
For more content, visit LessonsforUS.com
Video Book Report
About the Author
Dave Kerpen is cofounder and CEO of Likeable Media, an award-winning social media and word-of-mouth marketing firm with offices in New York, Boston, and Chicago
Video Book Report
Table of Contents1. The Power of Social Media
2. What is Social Media?
3. Facebook
4. Twitter
5. LinkedIn
6. Blogs
7. YouTube
Video Book Report
1. The Power of Social Media
Social media: Facebook, Twitter, LinkedIn, Blogs, YouTube
Likeable Media Only has used Facebook ads
$30 per day Grew from $0 to multimillion dollar firm in three years Targeted “chief marketing officer,” “vice president of
marketing,” “marketing directors,” “brand managers.” Asked only to connect to their Facebook page Now have 21,000 fans
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1a. Case Study-Fibromyalgia and Fatigue Center (FCC) Females between the ages of 35 and 60
typically suffer FCC used to use television and print ads and
radio commercials Began to use Facebook and Twitter Set up a community on Facebook called
Fibro360 Tens of thousands of people joined ibro360
community. Sales increased by 20%.
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2. What is Social Media?
Social Media facilities word-of-mouth marketing Includes:
Facebook Twitter LinkedIn YouTube Blogs
Allows companies to connect with their consumers Facebook is reorganizing the Internet
People don't just surf the Web anymore; they surf Facebook 1/4 of all Internet page views were on the Facebook (Nov-
2010)
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2a. Social Media Capabilities and Use What social media can't do:
Cannot make up for a bad product, company, or organization. Won't meet overnight sales success. Is not free.
Where to use social media: Advertising Marketing Public relations Customer service Operations Sales Research and development Senior management Information technology
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2b. Social Media Qualities
Listen Google Alerts. Technorati blog search. Twitter search, Facebook search, YouTube search. TweatBeep.
Be transparent Respond quickly to both bad and good comments Engage
Ask questions Provide give-aways Share stories
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3. Facebook
#1 social network in the world with more than 600 million users.
Best uses: connect with target audience. Features:
Profiles Groups Pages Like button Social plug-ins
Example: http://www.facebook.com/aflacduck
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3a. Facebook appeal
Top 10 reasons consumers like Facebook: To receive discounts and promos. To show support for brand to friends. To get free samples or coupons. To stay informed about company activities. For updates on future projects. For updates on upcoming sales. Just for fun. To get access to exclusive content. To learn more about the company. For education about company topics.
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3b. Facebook News Feed
Top news feed: How recently the content occurred or was
created. The strength of your relationship with a person
or organization who shared the content. How many comments and likes the content
generates.
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3c. Facebook Sales Funnel
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3d. Facebook Ads
Can set up a budget (as low as $5 per day) Pay per impression Pay per click
Homepage Engagement Ads ($25,000 minimum)
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3e. Facebook Targeting
Here are the ways you can target: By location. By demographics By likes and interests. By relationship status By language. By education By workplace.
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3f. Facebook Ad Examples
Cool things to do with Facebook ads: Target your fans Target your employees Introduce yourself to a new company. Target people with “CEO” or “president” Target media companies, such as the New
York Times, etc.
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4. Twitter
200 million users. Best uses: Real-time communication and
customer service. Features:Three ways to communicate:
General updates (tweets) @Replies Direct messages
Example: http://twitter.com/#!/BESTBUY
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4a. Twitter Search
95 million Tweets every day Search.Twitter.com
Operators Exact phrases Usernames
“Liberty University”
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4b. Twitter Ads
Promoted Tweets Like Google Adwords You purchase specific keywords and your tweet
will show up at the top of the recipient’s stream.
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5. LinkedIn
100 million users Best uses: Recruitment and retention, industry
collaboration Targeting criteria:
Industry Job title Seniority Age Gender Location
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6. Blogs
Five reasons your company should blog: Long-term communication with your audience. Influence purchasing decisions. Attract future employees. Position yourself as a thought leader. Search engine optimization
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6a. Blog Resources
Four best blogging platforms: Word press. Wordpress.org Tumblr. Tublr.com Posterous. Posterous.com Blogger. Blogger.com
Five great resources to find blogs in your industry: BlogDash. BlogDash.com Blogdigger. Blogdigger.com Google Blogs. BlogSearch.Google.com Icerocket. IceRocket.com Technorati. Technorati.com
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7. YouTube
Owned by Google Largest video sharing site in world Best uses: Demonstrate corporate culture or
product uses. Guidelines for creating video content:
Use a flipcam Keep it short and sweet Share the view videos everywhere Have fun with it
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