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

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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

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Table of Contents1. The Power of Social Media

2. What is Social Media?

3. Facebook

4. Twitter

5. LinkedIn

6. Blogs

7. YouTube

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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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