Class 1:Intro to social mediaand inbound marketingFrank DaysDecember 2009
Agenda    •   Overview    •   Social media and inbound marketing    •   Novell social media    •   Channels    •   Content...
Classes    Class 1: Intro to Social Media Marketing    Class 2: Social Media – The Big Three    Class 3: Best of the Rest ...
Social Media Framework               Content                    Connections   Campaigns   How do                          ...
Introduction5   © 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...
It is Behavioral    World 1.0                                 Web 2.0     Publishing                               Partici...
What is social media?9   © Novell, Inc. All rights reserved.
Web 2.0 Ideas + Online Applications     •   People become content producers     •   Accessible publishing techniques     •...
Social Media Components     1                                     2                3     Concept                          ...
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  ...
Outbound vs. Inbound marketing           Outbound                        Inbound           Print Ads                      ...
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 mo...
but man can’t live by                                           inbound marketing alone...17   © Novell, Inc. All rights r...
Content     Connections   Campaigns     Goals                                  Presence                                   ...
Social media offer new engagement                    models for Novell’s prospects,                    customers, partners...
Social Media Framework               Content                     Connections   Campaigns   How do                         ...
Content     Connections   Campaigns     Presence                               Presence                                   ...
Thousands of social media channels      Blogs/Microblogs                     Tools           Monitoring      Visuals      ...
Novell Presence - Beta      Tier One Sites                       Tier Two Sites             Cool Solutions             Nov...
Social Networks                                           General purpose                                            –   C...
Blogs and Forums                                           •   Blogs are still relevant                                   ...
Video and Podcasts                                           Tell your story                                             –...
Photos and Slideware                                           Share:                                            –   Prese...
Other Social Media                                           Social Bookmarking                                           ...
Content     Connections   Campaigns     Content                                Presence                                   ...
Content is still king!30   © Novell, Inc. All rights reserved.
Group Exercise                                           vs     What is the difference?     •   Style     •   Tone     •  ...
Social media ready content     General characteristics          –   Shorter          –   Less formal          –   Imperfec...
Content Syndication                                           Author once,                                           publi...
RSS Feeds                                           •   Really simple                                               syndic...
Content     Connections   Campaigns     Connections                            Presence                                   ...
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 ...
Why do we need friends?     It is a social medium38   © Novell, Inc. All rights reserved.
Question: How do you engage?     Friend to few or many?     Personal vs. professional?     Lurking or oversharing?39   © N...
Simple ways to join the conversation     •   Search Technorati     •   Setup Google alerts     •   Read blogs     •   Foll...
Commenting etiquette     •   Add value     •   Be considerate     •   Understand norms     •   Be real     •   Don’t be a ...
Homework42   © Novell, Inc. All rights reserved.
•   Read Class 2 articles in Delicious account     •   Post a comment on one blog     •   Add one post on Novell Twitter, ...
Social media class 1
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Social media class 1

  1. 1. Class 1:Intro to social mediaand inbound marketingFrank DaysDecember 2009
  2. 2. Agenda • Overview • Social media and inbound marketing • Novell social media • Channels • Content • Connection2 © Novell, Inc. All rights reserved.
  3. 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 Tools3 © Novell, Inc. All rights reserved.
  4. 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. 5. Introduction5 © Novell, Inc. All rights reserved.
  6. 6. What is Web 2.0?6 © Novell, Inc. All rights reserved.
  7. 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 OReilly,OReilly Media7 © Novell, Inc. All rights reserved.
  8. 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#mememap8 © Novell, Inc. All rights reserved.
  9. 9. What is social media?9 © Novell, Inc. All rights reserved.
  10. 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: Wikipedia10 © Novell, Inc. All rights reserved.
  11. 11. Social Media Components 1 2 3 Concept Media Social interface • Art • Electronic • Community • Information • Verbal • Viral • Meme • Syndication11 © Novell, Inc. All rights reserved.
  12. 12. What is inbound marketing?12 © Novell, Inc. All rights reserved.
  13. 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 media13 © Novell, Inc. All rights reserved.
  14. 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.com14 © Novell, Inc. All rights reserved.
  15. 15. What can Social Media do for You?15 © Novell, Inc. All rights reserved.
  16. 16. Not a silver bullet but... It can help you • Get closer to customers • Tell your story • Generate more leads16 © Novell, Inc. All rights reserved.
  17. 17. but man can’t live by inbound marketing alone...17 © Novell, Inc. All rights reserved.
  18. 18. Content Connections Campaigns Goals Presence Goals18 © Novell, Inc. All rights reserved.
  19. 19. Social media offer new engagement models for Novell’s prospects, customers, partners and investors19 © Novell, Inc. All rights reserved.
  20. 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. 21. Content Connections Campaigns Presence Presence Goals21 © Novell, Inc. All rights reserved.
  22. 22. Thousands of social media channels Blogs/Microblogs Tools Monitoring Visuals Video Sites Core Networks IT Sites Visuals Link Builders Visuals22 © Novell, Inc. All rights reserved.
  23. 23. Novell Presence - Beta Tier One Sites Tier Two Sites Cool Solutions Novell forums23 © Novell, Inc. All rights reserved.
  24. 24. Social Networks General purpose – Connecting – Sharing – Communicating Why you should care? – LinkedIn: >40M users – Facebook: >330M users24 © Novell, Inc. All rights reserved.
  25. 25. Blogs and Forums • Blogs are still relevant • People have stories • Everyone is a publisher Cool Solutions Novell forums Novell Blogs25 © Novell, Inc. All rights reserved.
  26. 26. Video and Podcasts Tell your story – Many ways – In many formats – To many people Also facilitate sharing26 © Novell, Inc. All rights reserved.
  27. 27. Photos and Slideware Share: – Presentations – Pictures – Graphics27 © Novell, Inc. All rights reserved.
  28. 28. Other Social Media Social Bookmarking – Digg, Delicious, Reddit, Stumbleupon Aggregators – Friendfeed, Netvibes Vertical – Toolbox.com28 © Novell, Inc. All rights reserved.
  29. 29. Content Connections Campaigns Content Presence Goals29 © Novell, Inc. All rights reserved.
  30. 30. Content is still king!30 © Novell, Inc. All rights reserved.
  31. 31. Group Exercise vs What is the difference? • Style • Tone • Length31 © Novell, Inc. All rights reserved.
  32. 32. Social media ready content General characteristics – Shorter – Less formal – Imperfect – Easily sharable – Seen it before – Easy to reformat – Catchy title32 © Novell, Inc. All rights reserved.
  33. 33. Content Syndication Author once, publish many33 © Novell, Inc. All rights reserved.
  34. 34. RSS Feeds • Really simple syndication • Standard Web format • Easily connect and update things34 © Novell, Inc. All rights reserved.
  35. 35. Content Connections Campaigns Connections Presence Goals35 © Novell, Inc. All rights reserved.
  36. 36. What is an online Community?36 © Novell, Inc. All rights reserved.
  37. 37. An online community is... • Connect over computer network • May/may not know offline • Common interests • Share • Discuss37 © Novell, Inc. All rights reserved.
  38. 38. Why do we need friends? It is a social medium38 © Novell, Inc. All rights reserved.
  39. 39. Question: How do you engage? Friend to few or many? Personal vs. professional? Lurking or oversharing?39 © Novell, Inc. All rights reserved.
  40. 40. Simple ways to join the conversation • Search Technorati • Setup Google alerts • Read blogs • Follow people on Twitter • Join LinkedIn groups40 © Novell, Inc. All rights reserved.
  41. 41. Commenting etiquette • Add value • Be considerate • Understand norms • Be real • Don’t be a “commentard”41 © Novell, Inc. All rights reserved.
  42. 42. Homework42 © Novell, Inc. All rights reserved.
  43. 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” someones post43 © Novell, Inc. All rights reserved.
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