PR News Digital PR Summit Feb 16, 2012 San Francisco
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This document discusses strategies for effective social media marketing. It emphasizes that social media requires listening to customers, engaging in conversations, and providing value rather than just promoting sales. It also stresses the importance of developing a dedicated fan base through meaningful engagement. Several case studies are presented showing how brands increased sales by listening to customers and incentivizing social actions. The key is becoming a likeable brand through trust-building and teaching rather than direct selling.
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PR News Digital PR Summit Feb 16, 2012 San Francisco
- 1. Why It Pays To Be Likeable @DaveKerpen, CEO, @LikeableMedia Author of @LikeableBook
- 2. 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
- 3. Likeable Social Media • Allows brands to engage in and ignite conversation • Creates a meaningful channel to reach audiences • Develops a dedicated fan base
- 4. 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?
- 5. Customer Case Study service Twitter Example: Best Buy account @Twelpforce • Customer service Twitter account @Twelpforce • Respond to customer concerns, complaints, and questions • Non-promotional, solely helpful • Listening got them: • 41847 followers • 40% increase in sales
- 6. Understand Your Customer • What do your customers want? • What do your customers like? • EdgeRank
- 7. 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
- 8. Provide Value • Free value builds trust, reputation, and sales • Stay consistent • 5% off is marketing, 50% off is value
- 9. Get the Like • Why do customers Like? Value • What does a Like do for you? • Expanding your network leads to potential customers! Trusted Network
- 10. 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
- 11. Don’t Sell—Compel Customers to Buy • Broadcast buying opportunities through social engagement • Facebook Sales Funnel
- 12. Baseball Roses Brian Carter, Author of The Like Economy • Spent $200 on Facebook Ads • Led to over $1000 in revenue • 400% ROI
- 13. 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
- 14. Thank You! Questions? @DaveKerpen FB.com/LikeableMedia @LikeableMedia [email protected] 212-660-2458