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
dave@likeable.com
212-660-2458