social media society (actionitems)
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Using social media to make your organization more LikeableTRANSCRIPT
Using Social Media to Make Your Organiza6on
More Likeable
Presented to Social Media Society @DaveKerpen, CEO, @LikeableMedia
June 2011
1) Facebook is not free.
2) Facebook will not bring you instant results.
3) Facebook cannot make up for a bad product or service.
Warnings about Facebook
like is the new link
it’s not about you…
Likeable Social Media: How to Delight Your Customers, Create an Irresis6ble Brand, and Be Generally Amazing on
(& other social networks)
18 ways…
1. listen first and never stop listening
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
2. way beyond women 25-‐54: define your target audience be]er than ever
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.
3. think – and act – like your customer
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?)
4. compel your customers to be your first fans
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.
5. engage: create true dialogue with, and between,
your customers
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.
6. respond quickly to all bad comments
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.
7. respond to good comments too
online influencers…
the new celebri6es?
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.
8. be authen6c
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.)
9. be honest & transparent
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.
10. should you ask a lot of ques6ons?
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
in a recent study, Likeable Media looked at status updates that…
• 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”.
Likeable Media found the following…
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.
11. provide value (yes, for free!)
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.
12. share stories (they’re your social currency)
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.
13. inspire your customers to share stories
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.
14. integrate facebook into the en6re customer
experience
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.
15. use facebook ads for greater impact
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.
16. admit when you screw up then leverage your
mistakes
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.
17. consistently deliver excitement, surprise, &
delight
free chillzones
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.
18. don’t sell! just make it easy & compelling for
customers to buy
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.
Listen Up!
Be Transparent!
Respond to Everyone!
Just Be Likeable!
if 18 rules is too much to remember…
but how do we get started today?
gelng started on:
If you can add a business as a “FRIEND”, it’s not properly set up on Facebook.
Individual profiles are for Individuals.
profiles
Groups are organized around common interest.
Limited funcAonality, but able to organize large groups of people.
Can be public or private.
groups
Established for businesses: Become a LIKER
Completely public, don’t need to be a member of Facebook to
view
HIGHLY funcAonal.
fan pages
community pages
the 5 most engaging status updates
gelng started on:
• Consumer Insight • Customer Service • Real Time Communica6on
best uses
Limited to 140 Characters, TwiDer is based on the simple premise of reporAng “What’s happening?”
right now
“what’s happening?”
Type “RT @DaveKerpen:”
OR
Simply click the “Retweet” buDon
retwee6ng
Click the “Reply” buDon…
@reply
DM (Direct Messaging)
tweetdeck
hootsuite
other apps
gelng started on:
• Demonstra6ng Corporate Culture • Demonstra6ng Product Uses
Best Uses
• 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.
Tips
gelng started on:
• Recruitment • Reten6on • Industry Collabora6on
best uses
company profiles
gelng started on:
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
best uses
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!)
likeable.com likeablebook.com
Engage with me @DaveKerpen on Twi]er
Ask us ques6ons @ Facebook.com/LikeableMedia
Or, email me any6me [email protected]
thank you/ grand prize/ I love feedback