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Similar to Social media class 1
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Social media class 1
- 2. Agenda
• Overview
• Social media and inbound marketing
• Novell social media
• Channels
• Content
• Connection
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- 3. Classes
Class 1: Intro to Social Media Marketing
Class 2: Social Media – The Big Three
Class 3: Best of the Rest
Class 4: Tips, Tricks and Tools
3 © Novell, Inc. All rights reserved.
- 4. Social Media Framework
Content Connections Campaigns How do
we make it real?
Presence What are
the right channels?
What are
Goals the program goals?
4 © Novell, Inc. All rights reserved.
- 6. What is Web 2.0?
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- 7. “Web 2.0 is a set of principles and
practices that tie together a veritable
solar system of sites that demonstrate
some or all of those principles, at a
varying distance from that core.”
- Tim O'Reilly,O'Reilly
Media
7 © Novell, Inc. All rights reserved.
- 8. It is Behavioral
World 1.0 Web 2.0
Publishing Participation
Perfection Good enough
Company in control User control
Rights reserved Rights to share
Cost per impression Cost per action
Expert knowledge Wisdom of crowds
**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap
8 © Novell, Inc. All rights reserved.
- 10. Web 2.0 Ideas + Online Applications
• People become content producers
• Accessible publishing techniques
• Info disseminated through interaction
• Broadcast (one to many) to social (many to many) model
• Web-based technologies
Source: Wikipedia
10 © Novell, Inc. All rights reserved.
- 11. Social Media Components
1 2 3
Concept Media Social interface
• Art • Electronic • Community
• Information • Verbal • Viral
• Meme • Syndication
11 © Novell, Inc. All rights reserved.
- 13. We should do more pulling and less pushing.
People choose to consume, share and engage.
Consumer overload There is a new model
• Consumers inundated • Create attractive content
• Tuning out • Optimized for search
• Marketing less effective • Shared through social media
13 © Novell, Inc. All rights reserved.
- 14. Outbound vs. Inbound marketing
Outbound Inbound
Print Ads Blogs, Ebooks, White Papers
Television Ads Viral YouTube Videos
Cold Calling Search Engine Opt
Trade Shows Webinars
E-mail Blasts Feed, RSS
Credit: blog.hubspot.com
14 © Novell, Inc. All rights reserved.
- 15. What can Social Media
do for You?
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- 16. Not a silver bullet but...
It can help you
• Get closer to customers
• Tell your story
• Generate more leads
16 © Novell, Inc. All rights reserved.
- 17. but man can’t live by
inbound marketing alone...
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- 18. Content Connections Campaigns
Goals Presence
Goals
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- 19. Social media offer new engagement
models for Novell’s prospects,
customers, partners and investors
19 © Novell, Inc. All rights reserved.
- 20. Social Media Framework
Content Connections Campaigns How do
we make it real?
Presence What are
the right channels?
What are
Goals the program goals?
20 © Novell, Inc. All rights reserved.
- 21. Content Connections Campaigns
Presence Presence
Goals
21 © Novell, Inc. All rights reserved.
- 22. Thousands of social media channels
Blogs/Microblogs Tools Monitoring
Visuals Video Sites Core Networks
IT Sites
Visuals Link Builders
Visuals
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- 23. Novell Presence - Beta
Tier One Sites Tier Two Sites
Cool Solutions
Novell forums
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- 24. Social Networks
General purpose
– Connecting
– Sharing
– Communicating
Why you should care?
– LinkedIn: >40M users
– Facebook: >330M users
24 © Novell, Inc. All rights reserved.
- 25. Blogs and Forums
• Blogs are still relevant
• People have stories
• Everyone is a publisher
Cool Solutions
Novell forums
Novell Blogs
25 © Novell, Inc. All rights reserved.
- 26. Video and Podcasts
Tell your story
– Many ways
– In many formats
– To many people
Also facilitate
sharing
26 © Novell, Inc. All rights reserved.
- 27. Photos and Slideware
Share:
– Presentations
– Pictures
– Graphics
27 © Novell, Inc. All rights reserved.
- 28. Other Social Media
Social Bookmarking
– Digg, Delicious, Reddit,
Stumbleupon
Aggregators
– Friendfeed, Netvibes
Vertical
– Toolbox.com
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- 29. Content Connections Campaigns
Content Presence
Goals
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- 31. Group Exercise
vs
What is the difference?
• Style
• Tone
• Length
31 © Novell, Inc. All rights reserved.
- 32. Social media ready content
General characteristics
– Shorter
– Less formal
– Imperfect
– Easily sharable
– Seen it before
– Easy to reformat
– Catchy title
32 © Novell, Inc. All rights reserved.
- 34. RSS Feeds
• Really simple
syndication
• Standard Web
format
• Easily connect
and update
things
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- 35. Content Connections Campaigns
Connections Presence
Goals
35 © Novell, Inc. All rights reserved.
- 36. What is an online
Community?
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- 37. An online community is...
• Connect over computer network
• May/may not know offline
• Common interests
• Share
• Discuss
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- 38. Why do we need friends?
It is a social medium
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- 39. Question: How do you engage?
Friend to few or many?
Personal vs. professional?
Lurking or oversharing?
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- 40. Simple ways to join the conversation
• Search Technorati
• Setup Google alerts
• Read blogs
• Follow people on Twitter
• Join LinkedIn groups
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- 41. Commenting etiquette
• Add value
• Be considerate
• Understand norms
• Be real
• Don’t be a “commentard”
41 © Novell, Inc. All rights reserved.
- 43. • Read Class 2 articles in Delicious account
• Post a comment on one blog
• Add one post on Novell Twitter, Facebook or
LinkedIn page/group
Bonus: Retweet or “like” someone's post
43 © Novell, Inc. All rights reserved.