social media class 1

Class 1:Intro to social media and inbound marketing

Frank DaysDecember 2009

© Novell, Inc. All rights reserved.2

Agenda

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


Classes

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


Social Media Framework

Content Connections Campaigns

Goals What are the program goals?

What are the right channels?

How do we make it real?

Presence


Introduction


What is Web 2.0?


“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


It is Behavioral

World 1.0

Publishing Perfection Company in control Rights reserved Cost per impression Expert knowledge

Web 2.0

ParticipationGood enoughUser control Rights to share Cost per action Wisdom of crowds

**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap


What is social media?


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


Social Media Components

1 2 3Media • Electronic• Verbal

Social interface • Community • Viral• Syndication

Concept • Art• Information• Meme


What is inbound marketing?


Consumer overload

• Consumers inundated• Tuning out• Marketing less effective

There is a new model

• Create attractive content• Optimized for search• Shared through social media

We should do more pulling and less pushing.People choose to consume, share and engage.


Outbound vs. Inbound marketing

Outbound Inbound

Print Ads

Television Ads

Cold Calling

Trade Shows

E-mail Blasts

Blogs, Ebooks, White Papers

Viral YouTube Videos

Search Engine Opt

Webinars

Feed, RSS

Credit: blog.hubspot.com


What can Social Media do for You?


Not a silver bullet but...

It can help you• Get closer to customers• Tell your story• Generate more leads


but man can’t live by inbound marketing alone...


GoalsConnections Campaigns

Presence

Content

Goals


Social media offer new engagement models for Novell’s prospects, customers, partners and investors


Social Media Framework

Content Connections Campaigns

Goals What are the program goals?

What are the right channels?

How do we make it real?

Presence


PresenceContent Connections Campaigns

Goals

Presence


Thousands of social media channels

VisualsIT Sites VisualsLink Builders

Blogs/Microblogs Tools Monitoring

Visuals Video Sites Core Networks


Tier Two Sites

Novell Presence - Beta

Novell forums

Cool Solutions

Tier One Sites


Social Networks

General purpose– Connecting– Sharing– Communicating

Why you should care?– LinkedIn: >40M users– Facebook: >330M users


Blogs and Forums

• Blogs are still relevant• People have stories• Everyone is a publisher

Cool SolutionsNovell forumsNovell Blogs


Video and Podcasts

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

Also facilitate sharing


Photos and Slideware

Share:– Presentations– Pictures– Graphics


Other Social Media

Social Bookmarking – Digg, Delicious, Reddit,

Stumbleupon

Aggregators– Friendfeed, Netvibes

Vertical– Toolbox.com


ContentConnections Campaigns

Goals

Presence

Content


Content is still king!


Group Exercise

What is the difference?• Style• Tone• Length

vs


Social media ready content

General characteristics– Shorter– Less formal– Imperfect– Easily sharable– Seen it before– Easy to reformat– Catchy title


Content Syndication

Author once, publish many


RSS Feeds

• Really simple syndication

• Standard Web format

• Easily connect and update things


ConnectionsCampaigns

Goals

Presence

Content Connections


What is an online Community?


An online community is...

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


Why do we need friends?

It is a social medium


Question: How do you engage?

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


Simple ways to join the conversation

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


Commenting etiquette

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


Homework


• 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

social media class 1

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