social media class 3

Class 3:Best of the rest

Joe “Zonker” Brockmeier, Kim Groneman, and Frank DaysJanuary 2010

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Agenda

• Homework review• Novell communities• Blogs• Exercise• Technical communities• Bookmarking • Multimedia

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Classes

Class 1: Intro to Social Media MarketingClass 2: Social Media – The Big ThreeClass 3: Best of the RestClass 4: Tips, Tricks and Tools

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Social Media Framework

Content Connections Campaigns

Goals What are the program goals?

What are the right channels?

How do we make it real?

Presence

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• Ask a question on LinkedIn, Facebook or Twitter• Join one new network• Post one piece of content

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Novell Communities

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Novell Hosted Communities

• User to User Discussions– Novell Forums: ~73,000 members

> Growing at ~100 new members/day

– openSUSE Forums: ~40,000 members

• Content Sharing & Collaboration– Cool Solutions: 40,000+ members

www.novell.com/communities

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Novell's Community History

1985 – The Source1986 – CompuServe1996 – GW Cool Solutions1997 – Internet (NNTP news server)2001 – Basic HTTP (web) front end addedToday – PHP based web front end with NNTP backend

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Why we have Novell communities?

1875 – 2010Thank you Mr. Bell for134 wonderful years. Isn't there somethingBetter? Bring back the party line!

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TraditionJust because you've always done it that way doesn't mean its not incredibly stupid.

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Why we have Novell communities?

• Communication– What does the customer want?– What's wrong

> More post FCS defect reports than all other sources combined

> Fast issue identification

– What's right (Who's gonna pay $600 for that!?!)

• Customer Satisfaction / Retention– Future revenue & attract new customers– Real world vs. company line

> It's an integrated world

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The Wisdom of Crowds

1906 // Francis Galton

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Novell's Community Model

User Community - ThousandsUser Community - Thousands

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Novell's Community Model

Volunteers ~35Novell Knowledge Partners (approx. 25)Enthusiasts & Influencers

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Novell's Community Model

PrivatePrivate Public

Novell4 Technical

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Novell's Community ModelLurkers - ?

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Blogs

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Blogs 101

• “Blog” is a really broad term – it covers any Web site with a series of chronological updates.

• Updates can be text, audio, and/or video.• Blogs are conversations. Good blogs are two-way

communication, not broadcast.

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Why Blog?Why Blog?• Establish “thought leadership”Establish “thought leadership”• Reach new audiencesReach new audiences• Influence the influencersInfluence the influencers• Inexpensive and effective if done rightInexpensive and effective if done right• Communicate directly with your audienceCommunicate directly with your audience• Build trustBuild trust• Measure successMeasure success

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Content that MattersContent that Matters

• Write for the WebWrite for the Web– Headlines and ledes matterHeadlines and ledes matter– Short is better: Don't be afraid to break it upShort is better: Don't be afraid to break it up– Broad strokes: Write for skimmers, not readersBroad strokes: Write for skimmers, not readers

• Conversational trumps corporateConversational trumps corporate• Ask yourself “would I bookmark this?”Ask yourself “would I bookmark this?”• What are you giving the reader?What are you giving the reader?• Timeliness matters: Blogs are real-timeTimeliness matters: Blogs are real-time• Perfection is not expected or required, but honesty Perfection is not expected or required, but honesty isis

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• Blogging is a marathon... Blogging is a marathon... • Be generousBe generous• Be usefulBe useful• Stir the potStir the pot• Go beyond your blogGo beyond your blog

Building Your Building Your AudienceAudience

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ToolsTools•WordPressWordPress•Twitterfeed.comTwitterfeed.com•PosterousPosterous•Bit.lyBit.ly

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Example Blogs

• Seth's Blog (Seth Godin) http://sethgodin.typepad.com/• 451 CAOS Theoryhttp://blogs.the451group.com/opensource/

• Signal vs. Noise (by 37signals)http://37signals.com/svn/

• O'Reilly Radarhttp://radar.oreilly.com/

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Exercise

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In groups of 4 discuss:

• What programs are less effective today? Why?• Where can we add social media?

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Technical Communities

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Why are there technical communities?

• IT people like to discuss, share and opine• Place to learn• Gather info for puchases

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Why should we care?

• Very active/vocal• Read alot• Care about what peers have to say

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Slashdot

• “News for nerds”• Submit and rank stories• Very technical

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Toolbox

• Started as whitepaper site• Now a tech community• Lots of social media features• Very technical

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Social Bookmarking

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What are social bookmarks?

Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources Source: Wikipedia

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Why should you care?

• Traffic– Digg: 40 million visitors– Reddit: 5 million– Stumbleupon: 5 million

• Rapid sharing• Link building

Creative Commons attribution

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Digg

• Leading social news site• General news• Vote or “digg” articles• Questions about

neutrality

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Delicious• Social tagging• Can friend• Can mark as private• Acquired by Yahoo in

2005

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Reddit

• Vote up or down• Acquired by Conde

Naste/Wired in 2006

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Stumbleupon

• Post links• People are served

random pages• Based on interests

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Multimedia

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Types of sites

• Photos• Slideware• Podcasts

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Why you should care

• Different people learn in different ways

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Slideshare

• Presentations• Tons of traffic• LinkedIn integration

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Flickr

• Popular photo sharing site

• Owned by Yahoo• Source of photos

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Podcasts

• Audio file (MP3)• iTunes• Also podcast

directories• Another place to

syndicate content

•

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Homework

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• Identify three potential social media projects• Articulate goals for each• Bring to class tomorrow