social media class 4 v2

Class 4:Tips, Tricks and Planning

Frank DaysJanuary 2010

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Agenda

• Tips and Tricks• Exercise• Engagement• Planning

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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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Social media goals for Novell

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1. Engage with customers, prospects and partners to improve marketing and retention

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2. Join conversation and become thought leaders to build awareness and change perceptions

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3. Support specific awareness and demand generation goals

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4. Improve marketing productivity by amplifying our messaging

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5. Provide supporting to customers where they expect us in social media

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Tools of the trade

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Forrester Groundwell model

Social media is about:• Listening• Talking• Energizing• Supporting• Embracing

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Listening

• Look before you leap• Know what people are

saying• Follow the conversation

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Talking

• Leave comments• Create content• Share our stories• Amplify our message

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Energizing

• Rating and reviews• Create a community• Engage that community

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Supporting

• Users supporting users• Novell supporting users• Listen and respond

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Embracing

• Getting closer to customers• Involving in development process• Fast iteration with better information

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Social media workflow

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Social media in...

• 30 minutes a day:– Put an appointment on calendar– Check out feed reader

> Comment, share or bookmark

– Look at primary channel> Question, comment and respond

– Share> New content and updates

– Connect> Engage at least one new

person/site/blog

•

• 60 minutes a day– Appointment in afternoon too– Create a piece of original

content

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Exercise

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• Identify three potential social media projects• Articulate goals for each

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In groups of 4 discuss:

• Break up by solution or functional area• Discuss what is our social media project?• What do we hope to achieve?

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Plan Template

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Step one: Set goals

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Goal setting questions

• Why do you need social media?• How does this fit into strategy?• How are others using social media?

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What would success look like?

• Activity?• Engagement?• Results?

• Examples:– What one number are you looking to move?– What five people who need to know about you?

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Step Two: Identify Channels

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Focus on tier one sites to start

Tier two sitesTier one sites

Novell forums

Cool Solutions

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Step Three: Assess Content

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Content questions

• What do you already have?• What can be repurposed?• Who can create content? How frequent?• What are your competitors creating?• What kind of time/budget?

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Types of Content

• Blog posts• Podcasts• Status updates• Presentations• Whitepapers• Short documents• Webcasts/radio• Videos• Flash explainers

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Step Four: Make Connections

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Engagement questions

• Who are the key influencers?• What are people talking about?• What is your friending/following strategy?• Are there commenting opportunities?• How do we get more connected?

User Community - Thousands

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Step Five: Create Campaigns

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Campaign questions

• What campaigns are people running?• How successful are they?• What makes them successful?• What ideas do you have?• How will we know if they are successful?

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Build a timeline

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Timeline Tasks

• Creating strategy and goals• Identify budget/resources• Content strategy• Channels decision• Presence established• Making connections• Create content• Launching campaigns• Reviewing program