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Class 1:
Intro to social media
and inbound marketing

Frank Days
December 2009
Agenda


    •   Overview
    •   Social media and inbound marketing
    •   Novell social media
    •   Channels
    •   Content
    •   Connection




2   © Novell, Inc. All rights reserved.
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.
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.
Introduction




5   © Novell, Inc. All rights reserved.
What is Web 2.0?




6   © Novell, Inc. All rights reserved.
“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.
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.
What is social media?




9   © Novell, Inc. All rights reserved.
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.
Social Media Components




     1                                     2                3
     Concept                               Media            Social interface
     •   Art                               •   Electronic   •   Community
     •   Information                       •   Verbal       •   Viral
     •   Meme                                               •   Syndication




11   © Novell, Inc. All rights reserved.
What is inbound marketing?




12   © Novell, Inc. All rights reserved.
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.
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.
What can Social Media
     do for You?




15   © Novell, Inc. All rights reserved.
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.
but man can’t live by
                                           inbound marketing alone...




17   © Novell, Inc. All rights reserved.
Content     Connections   Campaigns




     Goals                                  Presence



                                           Goals




18   © Novell, Inc. All rights reserved.
Social media offer new engagement
                    models for Novell’s prospects,
                    customers, partners and investors




19   © Novell, Inc. All rights reserved.
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.
Content     Connections   Campaigns



     Presence                               Presence



                                           Goals




21   © Novell, Inc. All rights reserved.
Thousands of social media channels
      Blogs/Microblogs                     Tools           Monitoring




      Visuals                              Video Sites     Core Networks




      IT Sites
      Visuals                              Link Builders
                                           Visuals




22   © Novell, Inc. All rights reserved.
Novell Presence - Beta
      Tier One Sites                       Tier Two Sites




             Cool Solutions

             Novell forums




23   © Novell, Inc. All rights reserved.
Social Networks


                                           General purpose
                                            –   Connecting
                                            –   Sharing
                                            –   Communicating
                                           Why you should care?
                                            –   LinkedIn: >40M users
                                            –   Facebook: >330M users




24   © Novell, Inc. All rights reserved.
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.
Video and Podcasts


                                           Tell your story
                                             –   Many ways
                                             –   In many formats
                                             –   To many people


                                           Also facilitate
                                           sharing




26   © Novell, Inc. All rights reserved.
Photos and Slideware


                                           Share:
                                            –   Presentations
                                            –   Pictures
                                            –   Graphics




27   © Novell, Inc. All rights reserved.
Other Social Media


                                           Social Bookmarking
                                             –   Digg, Delicious, Reddit,
                                                 Stumbleupon
                                           Aggregators
                                             –   Friendfeed, Netvibes
                                           Vertical
                                             –   Toolbox.com




28   © Novell, Inc. All rights reserved.
Content     Connections   Campaigns




     Content                                Presence



                                           Goals




29   © Novell, Inc. All rights reserved.
Content is still king!




30   © Novell, Inc. All rights reserved.
Group Exercise



                                           vs


     What is the difference?
     •   Style
     •   Tone
     •   Length



31   © Novell, Inc. All rights reserved.
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.
Content Syndication

                                           Author once,
                                           publish many




33   © Novell, Inc. All rights reserved.
RSS Feeds
                                           •   Really simple
                                               syndication
                                           •   Standard Web
                                               format
                                           •   Easily connect
                                               and update
                                               things




34   © Novell, Inc. All rights reserved.
Content     Connections   Campaigns




     Connections                            Presence



                                           Goals




35   © Novell, Inc. All rights reserved.
What is an online
                                           Community?




36   © Novell, Inc. All rights reserved.
An online community is...

     •   Connect over computer network
     •   May/may not know offline
     •   Common interests
     •   Share
     •   Discuss




37   © Novell, Inc. All rights reserved.
Why do we need friends?


     It is a social medium




38   © Novell, Inc. All rights reserved.
Question: How do you engage?




     Friend to few or many?
     Personal vs. professional?
     Lurking or oversharing?




39   © Novell, Inc. All rights reserved.
Simple ways to join the conversation

     •   Search Technorati
     •   Setup Google alerts
     •   Read blogs
     •   Follow people on Twitter
     •   Join LinkedIn groups




40   © Novell, Inc. All rights reserved.
Commenting etiquette

     •   Add value
     •   Be considerate
     •   Understand norms
     •   Be real
     •   Don’t be a “commentard”




41   © Novell, Inc. All rights reserved.
Homework




42   © Novell, Inc. All rights reserved.
•   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.
Social media class 1

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Social media class 1

  • 1. Class 1: Intro to social media and inbound marketing Frank Days December 2009
  • 2. Agenda • Overview • Social media and inbound marketing • Novell social media • Channels • Content • Connection 2 © Novell, Inc. All rights reserved.
  • 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.
  • 5. Introduction 5 © Novell, Inc. All rights reserved.
  • 6. What is Web 2.0? 6 © Novell, Inc. All rights reserved.
  • 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.
  • 9. What is social media? 9 © 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.
  • 12. What is inbound marketing? 12 © 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? 15 © Novell, Inc. All rights reserved.
  • 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... 17 © Novell, Inc. All rights reserved.
  • 18. Content Connections Campaigns Goals Presence Goals 18 © Novell, Inc. All rights reserved.
  • 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 22 © Novell, Inc. All rights reserved.
  • 23. Novell Presence - Beta Tier One Sites Tier Two Sites Cool Solutions Novell forums 23 © Novell, Inc. All rights reserved.
  • 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 28 © Novell, Inc. All rights reserved.
  • 29. Content Connections Campaigns Content Presence Goals 29 © Novell, Inc. All rights reserved.
  • 30. Content is still king! 30 © Novell, Inc. All rights reserved.
  • 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.
  • 33. Content Syndication Author once, publish many 33 © Novell, Inc. All rights reserved.
  • 34. RSS Feeds • Really simple syndication • Standard Web format • Easily connect and update things 34 © Novell, Inc. All rights reserved.
  • 35. Content Connections Campaigns Connections Presence Goals 35 © Novell, Inc. All rights reserved.
  • 36. What is an online Community? 36 © Novell, Inc. All rights reserved.
  • 37. An online community is... • Connect over computer network • May/may not know offline • Common interests • Share • Discuss 37 © Novell, Inc. All rights reserved.
  • 38. Why do we need friends? It is a social medium 38 © Novell, Inc. All rights reserved.
  • 39. Question: How do you engage? Friend to few or many? Personal vs. professional? Lurking or oversharing? 39 © Novell, Inc. All rights reserved.
  • 40. Simple ways to join the conversation • Search Technorati • Setup Google alerts • Read blogs • Follow people on Twitter • Join LinkedIn groups 40 © Novell, Inc. All rights reserved.
  • 41. Commenting etiquette • Add value • Be considerate • Understand norms • Be real • Don’t be a “commentard” 41 © Novell, Inc. All rights reserved.
  • 42. Homework 42 © 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.