Class 4:Tips, Tricks and PlanningFrank DaysJanuary 2010
Agenda    •   Tips and Tricks    •   Exercise    •   Engagement    •   Planning2   © Novell, Inc. All rights reserved.
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                          ...
Social media goals for Novell5   © Novell, Inc. All rights reserved.
1. Engage with customers, prospects    and partners to improve marketing    and retention6   © Novell, Inc. All rights res...
2. Join conversation and become    thought leaders to build awareness    and change perceptions7   © Novell, Inc. All righ...
3. Support specific awareness and    demand generation goals8   © Novell, Inc. All rights reserved.
4. Improve marketing productivity by    amplifying our messaging9   © Novell, Inc. All rights reserved.
5. Provide supporting to customers     where they expect us in social media10   © Novell, Inc. All rights reserved.
Tools of the trade11   © Novell, Inc. All rights reserved.
Forrester Groundwell model     Social media is about:     •   Listening     •   Talking     •   Energizing     •   Support...
Listening     •   Look before you leap     •   Know what people are         saying     •   Follow the conversation13   © N...
Talking     •   Leave comments     •   Create content     •   Share our stories     •   Amplify our message14   © Novell, ...
Energizing     •   Rating and reviews     •   Create a community     •   Engage that community15   © Novell, Inc. All righ...
Supporting     •   Users supporting users     •   Novell supporting users     •   Listen and respond16   © Novell, Inc. Al...
Embracing     •   Getting closer to customers     •   Involving in development process     •   Fast iteration with better ...
Social media workflow18   © Novell, Inc. All rights reserved.
Social media in...     •   30 minutes a day:                        •   60 minutes a day         –   Put an appointment on...
Exercise20   © Novell, Inc. All rights reserved.
•   Identify three potential social media projects     •   Articulate goals for each21   © Novell, Inc. All rights reserved.
In groups of 4 discuss:     •   Break up by solution or functional area     •   Discuss what is our social media project? ...
Plan Template23   © Novell, Inc. All rights reserved.
Step one:                                           Set goals24   © Novell, Inc. All rights reserved.
Goal setting questions     • Why do you need social media?     • How does this fit into strategy?     • How are others usi...
What would success look like?     • Activity?     • Engagement?     • Results?     • Examples:                       – Wha...
Step Two:                                  Identify Channels27   © Novell, Inc. All rights reserved.
Focus on tier one sites to start                     Tier one sites        Tier two sites                 Novell forums   ...
Step Three:                                       Assess Content29   © Novell, Inc. All rights reserved.
Content questions     • What do you already have?     • What can be repurposed?     • Who can create content? How frequent...
Types of Content     • Blog posts     • Podcasts     • Status updates     • Presentations     • Whitepapers     • Short do...
Step Four:                               Make Connections32   © Novell, Inc. All rights reserved.
Engagement questions•        Who are the key influencers?•        What are people talking about?•        What is your frie...
Step Five:                                Create Campaigns34   © Novell, Inc. All rights reserved.
Campaign questions     • What campaigns are people running?     • How successful are they?     • What makes them successfu...
Build a timeline36   © Novell, Inc. All rights reserved.
Timeline Tasks     • Creating strategy and goals     • Identify budget/resources     • Content strategy     • Channels dec...
Social media class 4 v2
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Social media class 4 v2

  1. 1. Class 4:Tips, Tricks and PlanningFrank DaysJanuary 2010
  2. 2. Agenda • Tips and Tricks • Exercise • Engagement • Planning2 © 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. Social media goals for Novell5 © Novell, Inc. All rights reserved.
  6. 6. 1. Engage with customers, prospects and partners to improve marketing and retention6 © Novell, Inc. All rights reserved.
  7. 7. 2. Join conversation and become thought leaders to build awareness and change perceptions7 © Novell, Inc. All rights reserved.
  8. 8. 3. Support specific awareness and demand generation goals8 © Novell, Inc. All rights reserved.
  9. 9. 4. Improve marketing productivity by amplifying our messaging9 © Novell, Inc. All rights reserved.
  10. 10. 5. Provide supporting to customers where they expect us in social media10 © Novell, Inc. All rights reserved.
  11. 11. Tools of the trade11 © Novell, Inc. All rights reserved.
  12. 12. Forrester Groundwell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing12 © Novell, Inc. All rights reserved.
  13. 13. Listening • Look before you leap • Know what people are saying • Follow the conversation13 © Novell, Inc. All rights reserved.
  14. 14. Talking • Leave comments • Create content • Share our stories • Amplify our message14 © Novell, Inc. All rights reserved.
  15. 15. Energizing • Rating and reviews • Create a community • Engage that community15 © Novell, Inc. All rights reserved.
  16. 16. Supporting • Users supporting users • Novell supporting users • Listen and respond16 © Novell, Inc. All rights reserved.
  17. 17. Embracing • Getting closer to customers • Involving in development process • Fast iteration with better information17 © Novell, Inc. All rights reserved.
  18. 18. Social media workflow18 © Novell, Inc. All rights reserved.
  19. 19. Social media in... • 30 minutes a day: • 60 minutes a day – Put an appointment on calendar – Appointment in afternoon too – Check out feed reader – Create a piece of original > Comment, share or bookmark content – Look at primary channel > Question, comment and respond – Share > New content and updates – Connect > Engage at least one new person/site/blog •19 © Novell, Inc. All rights reserved.
  20. 20. Exercise20 © Novell, Inc. All rights reserved.
  21. 21. • Identify three potential social media projects • Articulate goals for each21 © Novell, Inc. All rights reserved.
  22. 22. 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?22 © Novell, Inc. All rights reserved.
  23. 23. Plan Template23 © Novell, Inc. All rights reserved.
  24. 24. Step one: Set goals24 © Novell, Inc. All rights reserved.
  25. 25. Goal setting questions • Why do you need social media? • How does this fit into strategy? • How are others using social media?25 © Novell, Inc. All rights reserved.
  26. 26. 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?26 © Novell, Inc. All rights reserved.
  27. 27. Step Two: Identify Channels27 © Novell, Inc. All rights reserved.
  28. 28. Focus on tier one sites to start Tier one sites Tier two sites Novell forums Cool Solutions28 © Novell, Inc. All rights reserved.
  29. 29. Step Three: Assess Content29 © Novell, Inc. All rights reserved.
  30. 30. 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?30 © Novell, Inc. All rights reserved.
  31. 31. Types of Content • Blog posts • Podcasts • Status updates • Presentations • Whitepapers • Short documents • Webcasts/radio • Videos • Flash explainers31 © Novell, Inc. All rights reserved.
  32. 32. Step Four: Make Connections32 © Novell, Inc. All rights reserved.
  33. 33. 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 33 © Novell, Inc. All rights reserved.
  34. 34. Step Five: Create Campaigns34 © Novell, Inc. All rights reserved.
  35. 35. 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?35 © Novell, Inc. All rights reserved.
  36. 36. Build a timeline36 © Novell, Inc. All rights reserved.
  37. 37. Timeline Tasks • Creating strategy and goals • Identify budget/resources • Content strategy • Channels decision • Presence established • Making connections • Create content • Launching campaigns • Reviewing program37 © Novell, Inc. All rights reserved.
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