Synopses & Reviews
THE NEW YORK TIMES AND USA TODAY BESTSELLER
The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE.
A friend's recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther--and faster--than ever before.
LIkeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word.
Praise for Likeable Social Media
Dave Kerpen's insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media platforms are nothing short of brilliant.
Jim McCann, founder of 1-800-FLOWERS.COM and Celebrations.com
Alas, common sense is not so common. Dave takes you on a (sadly, much needed) guided tour of how to be human in a digital world.
Seth Godin, author of Poke the Box
Likeable Social Media cuts through the marketing jargon and technical detail to give you what you really need to make sense of this rapidly changing world of digital marketing and communications. Being human--being likeable--will get you far.
Scott Monty, Global Digital Communications, Ford Motor Company
Dave gives you what you need: Practical, specific how-to advice to get people talking about you.
Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking
Yes, you do have to be liked by everyone!
Real friends communicate with honesty, listen closely, and aren't afraid to admit when they're wrong. If you want to succeed in social media, you have to behave the same way.
Likeable Social Media provides 18 strategies for creating an authentic “brand personality” through Facebook and other social media platform.
Dave Kerpen, a leading thought leader in social-media marketing, reveals the secrets to building a brand's popularity by being authentic, engaging, and transparent on Facebook and other social media sites. You'll learn the same methods he has used to successfully redefine the brands of a number of large companies, including including 1-800-FLOWERS.com, Neutrogena, and Verizon FiOS.
Complete with serious strategies communicated with wit and humor, Likeable Social Media is the definitive source for using social media to win new customers, gather valuable feedback, and increase the bottom line.
About the Author
Dave Kerpen is the CEO of Likeable Media (formerly theKBuzz) a social media and word-of-mouth marketing firm. Dave is one of the leading experts on social media and Facebook marketing. Dave and his work have been featured on CNBC's "On the Money", ABC World News Tonight, the CBS Early Show, The New York Times, and countless blogs. In 2010, he spoke at dozens of conferences including the Word of Mouth Marketing Association (WOMMA) Summit. This past year, his firm has expanded exponentially, with new offices, and new clients, including Heineken, Neutrogena, Cumberland Farms, Uno Chicago Grill, Verizon, 1800Flowers.com, and stride rite. Likeable Media now manages the presence of over 250 brands on Facebook, and other social media sites. Dave is proud to be one of just 48 of Facebook's Preferred Developer Consultants and prouder to be the 3-time WOMMY award winner from the Word of Mouth Marketing Association, but he is proudest of his 2 daughters at home, Charlotte and Kate.
Table of Contents
PART I- Introduction
How Did We Get Here so Quickly?; Chapter 1:
The Traditional Marketing Mix is Dead; Chapter 2:
From Internet 1.0 to 3.0 in 15 Years; Chapter 3:
What Are the Differences Between 1-Way Marketing and 2-Way Communication?; Chapter 4:
Like is the New Link: How Facebook is Reorganizing the Web; Chapter 5:
Beyond Facebook: How Important Are Other Social Networks?; Chapter 6:
What Does it Mean to Be Likeable?; PART II-
18 Ways to Use Facebook and Social Media to Move the Needle; Chapter 1:
Listen First; Chapter 2:
Define Your Target Audience Better Than Ever Before; Chapter 3:
Think Like a Consumer; Chapter 4:
Convert Your Current Customers to Become Fans First; Chapter 5:
Engage! (The Difference Between Talking and Engaging); Chapter 6:
Respond Quickly to All of the Bad Comments; Chapter 7:
Respond to the Good Comments Too (and even to the indifferent ones if possible); Chapter 8:
Be Authentic (& even Vulnerable!); Chapter 9:
Be Transparent; Chapter 10:
Should You Ask a Lot of Questions?; Chapter 11:
Provide Value; Chapter 12:
Share Stories; Chapter 13:
Inspire Your Customers to Share Stories; Chapter 14:
Integrate Facebook into the Entire Customer Experience; Chapter 15:
Use Social Ads Carefully and Efficiently; Chapter 16:
Admit When You FK Up – and then Leverage It; Chapter 17:
Consistently Deliver Value, Excitement and Delight; Chapter 18:
Sell; PART III-
Applying the Rules: The Details on Each Network; chapter 1:
Facebook: 500 million people cant be wrong; Chapter 2:
Twitter: Real-time consumer engagement; Chapter 3:
YouTube: If a picture tells a thousand words, what can a video do?; Chapter 4:
Foursquare: Reaching Your Customers Where They Are; Chapter 5:
LinkedIn: From 1 Professional To Another…; Chapter 6:
The Blogosphere: Its a Mad, Mad (Blogger) World; Chapter 7:
Flickr, MySpace, and the Thousands of Other Social Networks Out There; PART IV- Conclusion:
Always be Likeable, and Your Customers Will Chase You