Class 2:Social networks - The big threeFrank DaysDecember 2009
Agenda    •   Overview    •   Homework review    •   Facebook    •   LinkedIn    •   Twitter    •   Homework2   © Novell, ...
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                          ...
Facebook5   © Novell, Inc. All rights reserved.
History    •   Founded 2003         –   Replace college facebook at Harvard    •   2005:         –   Expanded to high scho...
Member demographics    •   More female    •   18-34    •   More affluent    •   In college/college educated               ...
Traffic is Flattening8   © Novell, Inc. All rights reserved.
Etiquette    •   People see as personal    •   Mind your privacy    •   Be a friend9   © Novell, Inc. All rights reserved.
Why you should care about     Facebook?     •   350 million users     •   Velocity of sharing     •   Competitors are ther...
SAP Facebook Page11   © Novell, Inc. All rights reserved.
Our “official” Facebook strategy•   “Official” Novell fan page•   “Unofficial” pages•   Feeds from other sources    12   ©...
9 things you can do with Facebook13   © Novell, Inc. All rights reserved.
1. Update your status14   © Novell, Inc. All rights reserved.
2. Start a conversation     •   Ask          –   What do you think about...          –   Does anyone know...          –   ...
3. Add to your email signature16   © Novell, Inc. All rights reserved.
4. Friend customers or partners     •   When the time is right:         –   Prospects         –   Customers         –   Ve...
5. Become a fan of Novell18   © Novell, Inc. All rights reserved.
6. Check out your competitors19   © Novell, Inc. All rights reserved.
7. Share Novell videos20   © Novell, Inc. All rights reserved.
8. Social bookmarks to Facebook                                           •   Via Social RSS/Applications                 ...
9. “Like” Novell stuff22   © Novell, Inc. All rights reserved.
LinkedIn23   © Novell, Inc. All rights reserved.
Background     •   Build list of trusted connections     •   Find jobs, people and opportunities     •   Questions     •  ...
Member demographics     •   More male     •   35+     •   No kids     •   College educated                                ...
Has traffic peaked?26   © Novell, Inc. All rights reserved.
Etiquette     •   Normal rules     •   Less casual about connecting     •   Groups vary in activity27   © Novell, Inc. All...
Our LinkedIn strategy•   “Official” Novell group•   “Unofficial” pages•   Feeds from other sources    28   © Novell, Inc. ...
Exercise     •   Groups of 2          –   Update your status          –   Join a group          –   Connect with a custome...
9 things you can do with LinkedIn30   © Novell, Inc. All rights reserved.
1. Friend customers or partners     •   When the time is right:         –   Prospects         –   Customers         –   Ve...
2. Turbocharge your profile                                           •   Mark profile public                             ...
3. Create a custom URL          Create a short URL to your with keywords33   © Novell, Inc. All rights reserved.
4. Answer questions                                           •   Answer questions                                        ...
5. Participate in groups35   © Novell, Inc. All rights reserved.
6. Add Slideshare application                                           Share presentations                               ...
7. Add to your email sig37   © Novell, Inc. All rights reserved.
8. Check out competitors38   © Novell, Inc. All rights reserved.
9. Update your status39   © Novell, Inc. All rights reserved.
Twitter40   © Novell, Inc. All rights reserved.
Twitter background     •   Place to update status     •   Direct communication     •   New star system     •   Open API   ...
Why you should care about Twitter     •   3 million people screaming     •   Broad syndication     •   Ecosystem/option va...
Member demographics     •   More female     •   18-34     •   More affluent     •   College                               ...
Trafficis Flattening44   © Novell, Inc. All rights reserved.
“Twettiquette” or Twitter etiquette     •   Wide open     •   Lots of shouting     •   Lots of background noise     •   No...
Our “official” Twitter strategy•   “Official” Novell account•   “Unofficial” pages•   Share news, updates,    blogs, etc.•...
9 things you can do with Twitter47   © Novell, Inc. All rights reserved.
1. Follow Novell                                            •   Help retweet the word                                     ...
2. Follow competitors                                           •   Know what they are saying                             ...
3. Create a list of friends50   © Novell, Inc. All rights reserved.
4. Retweet someone you dont know51   © Novell, Inc. All rights reserved.
5 @reply someone – it is flattering     Retweet someone you dont know52   © Novell, Inc. All rights reserved.
6. Share Novell content53   © Novell, Inc. All rights reserved.
7. Get a twitter client like Tweetdeck54   © Novell, Inc. All rights reserved.
8 Setup a Twitter search                                           http://search.twitter.com55   © Novell, Inc. All rights...
9. Add to signature56   © Novell, Inc. All rights reserved.
Homework57   © Novell, Inc. All rights reserved.
•   Ask a question on LinkedIn, Facebook or Twitter     •   Join one new network     •   Post on piece of content58   © No...
Social media class 2 v2
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Transcript of "Social media class 2 v2"

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