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Social media class 4 v2

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  • 1. Class 4:Tips, Tricks and PlanningFrank DaysJanuary 2010
  • 2. Agenda • Tips and Tricks • Exercise • Engagement • Planning2 © 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. Social media goals for Novell5 © Novell, Inc. All rights reserved.
  • 6. 1. Engage with customers, prospects and partners to improve marketing and retention6 © Novell, Inc. All rights reserved.
  • 7. 2. Join conversation and become thought leaders to build awareness and change perceptions7 © Novell, Inc. All rights reserved.
  • 8. 3. Support specific awareness and demand generation goals8 © Novell, Inc. All rights reserved.
  • 9. 4. Improve marketing productivity by amplifying our messaging9 © Novell, Inc. All rights reserved.
  • 10. 5. Provide supporting to customers where they expect us in social media10 © Novell, Inc. All rights reserved.
  • 11. Tools of the trade11 © Novell, Inc. All rights reserved.
  • 12. Forrester Groundwell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing12 © Novell, Inc. All rights reserved.
  • 13. Listening • Look before you leap • Know what people are saying • Follow the conversation13 © Novell, Inc. All rights reserved.
  • 14. Talking • Leave comments • Create content • Share our stories • Amplify our message14 © Novell, Inc. All rights reserved.
  • 15. Energizing • Rating and reviews • Create a community • Engage that community15 © Novell, Inc. All rights reserved.
  • 16. Supporting • Users supporting users • Novell supporting users • Listen and respond16 © Novell, Inc. All rights reserved.
  • 17. Embracing • Getting closer to customers • Involving in development process • Fast iteration with better information17 © Novell, Inc. All rights reserved.
  • 18. Social media workflow18 © Novell, Inc. All rights reserved.
  • 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. Exercise20 © Novell, Inc. All rights reserved.
  • 21. • Identify three potential social media projects • Articulate goals for each21 © Novell, Inc. All rights reserved.
  • 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. Plan Template23 © Novell, Inc. All rights reserved.
  • 24. Step one: Set goals24 © Novell, Inc. All rights reserved.
  • 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. 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. Step Two: Identify Channels27 © Novell, Inc. All rights reserved.
  • 28. Focus on tier one sites to start Tier one sites Tier two sites Novell forums Cool Solutions28 © Novell, Inc. All rights reserved.
  • 29. Step Three: Assess Content29 © Novell, Inc. All rights reserved.
  • 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. Types of Content • Blog posts • Podcasts • Status updates • Presentations • Whitepapers • Short documents • Webcasts/radio • Videos • Flash explainers31 © Novell, Inc. All rights reserved.
  • 32. Step Four: Make Connections32 © Novell, Inc. All rights reserved.
  • 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. Step Five: Create Campaigns34 © Novell, Inc. All rights reserved.
  • 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. Build a timeline36 © Novell, Inc. All rights reserved.
  • 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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