Social media class 2 v2

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  • 1. Class 2:Social networks - The big threeFrank DaysDecember 2009
  • 2. Agenda • Overview • Homework review • Facebook • LinkedIn • Twitter • Homework2 © 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 Tools3 © 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. Facebook5 © Novell, Inc. All rights reserved.
  • 6. History • Founded 2003 – Replace college facebook at Harvard • 2005: – Expanded to high schools • 2007: – Facebook platform for app developers • 2009: – Facebook Light • Today: – 350 million members6 © Novell, Inc. All rights reserved.
  • 7. Member demographics • More female • 18-34 • More affluent • In college/college educated Quantcast7 © Novell, Inc. All rights reserved.
  • 8. Traffic is Flattening8 © Novell, Inc. All rights reserved.
  • 9. Etiquette • People see as personal • Mind your privacy • Be a friend9 © Novell, Inc. All rights reserved.
  • 10. Why you should care about Facebook? • 350 million users • Velocity of sharing • Competitors are there10 © Novell, Inc. All rights reserved.
  • 11. SAP Facebook Page11 © Novell, Inc. All rights reserved.
  • 12. Our “official” Facebook strategy• “Official” Novell fan page• “Unofficial” pages• Feeds from other sources 12 © Novell, Inc. All rights reserved.
  • 13. 9 things you can do with Facebook13 © Novell, Inc. All rights reserved.
  • 14. 1. Update your status14 © Novell, Inc. All rights reserved.
  • 15. 2. Start a conversation • Ask – What do you think about... – Does anyone know... – How do you... • Facebook is a two way medium15 © Novell, Inc. All rights reserved.
  • 16. 3. Add to your email signature16 © Novell, Inc. All rights reserved.
  • 17. 4. Friend customers or partners • When the time is right: – Prospects – Customers – Vendors17 © Novell, Inc. All rights reserved.
  • 18. 5. Become a fan of Novell18 © Novell, Inc. All rights reserved.
  • 19. 6. Check out your competitors19 © Novell, Inc. All rights reserved.
  • 20. 7. Share Novell videos20 © Novell, Inc. All rights reserved.
  • 21. 8. Social bookmarks to Facebook • Via Social RSS/Applications • Help spread the word • Amplify our messages21 © Novell, Inc. All rights reserved.
  • 22. 9. “Like” Novell stuff22 © Novell, Inc. All rights reserved.
  • 23. LinkedIn23 © Novell, Inc. All rights reserved.
  • 24. Background • Build list of trusted connections • Find jobs, people and opportunities • Questions • Groups Demographics from Quantcast • API24 © Novell, Inc. All rights reserved.
  • 25. Member demographics • More male • 35+ • No kids • College educated Demographics from Quantcast Demographics25 © Novell, Inc. All rights reserved.
  • 26. Has traffic peaked?26 © Novell, Inc. All rights reserved.
  • 27. Etiquette • Normal rules • Less casual about connecting • Groups vary in activity27 © Novell, Inc. All rights reserved.
  • 28. Our LinkedIn strategy• “Official” Novell group• “Unofficial” pages• Feeds from other sources 28 © Novell, Inc. All rights reserved.
  • 29. Exercise • Groups of 2 – Update your status – Join a group – Connect with a customer, partner or vendor – Make profile public – Create a custom URL29 © Novell, Inc. All rights reserved.
  • 30. 9 things you can do with LinkedIn30 © Novell, Inc. All rights reserved.
  • 31. 1. Friend customers or partners • When the time is right: – Prospects – Customers – Vendors31 © Novell, Inc. All rights reserved.
  • 32. 2. Turbocharge your profile • Mark profile public • Mention product and market keywords • Get found in searches32 © Novell, Inc. All rights reserved.
  • 33. 3. Create a custom URL Create a short URL to your with keywords33 © Novell, Inc. All rights reserved.
  • 34. 4. Answer questions • Answer questions • Demonstrate that Novell knows34 © Novell, Inc. All rights reserved.
  • 35. 5. Participate in groups35 © Novell, Inc. All rights reserved.
  • 36. 6. Add Slideshare application Share presentations Consult with manager about privacy/ proprietary data36 © Novell, Inc. All rights reserved.
  • 37. 7. Add to your email sig37 © Novell, Inc. All rights reserved.
  • 38. 8. Check out competitors38 © Novell, Inc. All rights reserved.
  • 39. 9. Update your status39 © Novell, Inc. All rights reserved.
  • 40. Twitter40 © Novell, Inc. All rights reserved.
  • 41. Twitter background • Place to update status • Direct communication • New star system • Open API • Rapid innovation41 © Novell, Inc. All rights reserved.
  • 42. Why you should care about Twitter • 3 million people screaming • Broad syndication • Ecosystem/option value42 © Novell, Inc. All rights reserved.
  • 43. Member demographics • More female • 18-34 • More affluent • College Demographics from Quantcast • Small kidsQuantcast43 © Novell, Inc. All rights reserved.
  • 44. Trafficis Flattening44 © Novell, Inc. All rights reserved.
  • 45. “Twettiquette” or Twitter etiquette • Wide open • Lots of shouting • Lots of background noise • No one is paying attention • Yet messages get through45 © Novell, Inc. All rights reserved.
  • 46. Our “official” Twitter strategy• “Official” Novell account• “Unofficial” pages• Share news, updates, blogs, etc.• Connect with influencers 46 © Novell, Inc. All rights reserved.
  • 47. 9 things you can do with Twitter47 © Novell, Inc. All rights reserved.
  • 48. 1. Follow Novell • Help retweet the word • Make it easier for people to find our stuff • Amplify our messages48 © Novell, Inc. All rights reserved.
  • 49. 2. Follow competitors • Know what they are saying • What news they are breaking • Who they are following • Who they are tweeting49 © Novell, Inc. All rights reserved.
  • 50. 3. Create a list of friends50 © Novell, Inc. All rights reserved.
  • 51. 4. Retweet someone you dont know51 © Novell, Inc. All rights reserved.
  • 52. 5 @reply someone – it is flattering Retweet someone you dont know52 © Novell, Inc. All rights reserved.
  • 53. 6. Share Novell content53 © Novell, Inc. All rights reserved.
  • 54. 7. Get a twitter client like Tweetdeck54 © Novell, Inc. All rights reserved.
  • 55. 8 Setup a Twitter search http://search.twitter.com55 © Novell, Inc. All rights reserved.
  • 56. 9. Add to signature56 © Novell, Inc. All rights reserved.
  • 57. Homework57 © Novell, Inc. All rights reserved.
  • 58. • Ask a question on LinkedIn, Facebook or Twitter • Join one new network • Post on piece of content58 © Novell, Inc. All rights reserved.