The document summarizes various social media tools and platforms discussed in a class about social media marketing beyond the major platforms. It covers Novell communities, blogs, technical communities, social bookmarking, and multimedia platforms. For each topic, it provides examples like LinkedIn, Facebook, Twitter, Novell forums, WordPress, Slashdot, Toolbox, Digg, Delicious, Reddit, StumbleUpon, Slideshare, and Flickr.

1. Class 3:
Best of the rest
Joe “Zonker” Brockmeier, Kim Groneman,
and Frank Days
January 2010

2. Agenda
• Homework review
• Novell communities
• Blogs
• Exercise
• Technical communities
• Bookmarking
• Multimedia
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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 Tools
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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?
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5. • Ask a question on LinkedIn, Facebook or Twitter
• Join one new network
• Post one piece of content
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6. Novell Communities
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7. 7 © Novell, Inc. All rights reserved.

8. Novell Hosted Communities
• User to User Discussions
– Novell Forums: ~73,000 members
> Growing at ~100 new members/day
– openSUSE Forums: ~40,000 members
• Content Sharing & Collaboration
– Cool Solutions: 40,000+ members
www.novell.com/communities
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9. Novell's Community History
1985 – The Source
1986 – CompuServe
1996 – GW Cool Solutions
1997 – Internet (NNTP news server)
2001 – Basic HTTP (web) front end added
Today – PHP based web front end with NNTP backend
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10. Why we have Novell communities?
1875 – 2010
Thank you Mr. Bell for
134 wonderful years.
Isn't there something
Better?
Bring back the party line!
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11. Tradition
Just because you've always done it that way
doesn't mean its not incredibly stupid.
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12. Why we have Novell communities?
• Communication
– What does the customer want?
– What's wrong
> More post FCS defect reports than all other sources
combined
> Fast issue identification
– What's right (Who's gonna pay $600 for that!?!)
• Customer Satisfaction / Retention
– Future revenue & attract new customers
– Real world vs. company line
> It's an integrated world
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13. The Wisdom of Crowds
1906 // Francis Galton
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14. Novell's Community Model
User Community --Thousands
User Community Thousands
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15. Novell's Community Model
Volunteers ~35
Novell Knowledge Partners (approx. 25)
Enthusiasts & Influencers
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16. Novell's Community Model
Private
Private Public
Novell
4 Technical
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17. Novell's Community Model
Lurkers - ?
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18. Blogs
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19. Blogs 101
• “Blog” is a really broad term – it covers any Web site with a
series of chronological updates.
• Updates can be text, audio, and/or video.
• Blogs are conversations. Good blogs are two-way
communication, not broadcast.
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20. Why Blog?
• Establish “thought leadership”
• Reach new audiences
• Influence the influencers
• Inexpensive and effective if done right
• Communicate directly with your audience
• Build trust
• Measure success
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21. Content that Matters
• Write for the Web
– Headlines and ledes matter
– Short is better: Don't be afraid to break it up
– Broad strokes: Write for skimmers, not readers
• Conversational trumps corporate
• Ask yourself “would I bookmark this?”
• What are you giving the reader?
• Timeliness matters: Blogs are real-time
• Perfection is not expected or required, but honesty
is
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22. Building Your
Audience
• Blogging is a marathon...
• Be generous
• Be useful
• Stir the pot
• Go beyond your blog
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23. Tools
• WordPress
• Twitterfeed.com
• Posterous
• Bit.ly
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24. Example Blogs
• Seth's Blog (Seth Godin) http://sethgodin.typepad.com/
• 451 CAOS Theory
http://blogs.the451group.com/opensource/
• Signal vs. Noise (by 37signals)
http://37signals.com/svn/
• O'Reilly Radar
http://radar.oreilly.com/
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25. Exercise
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26. In groups of 4 discuss:
• What programs are less effective today? Why?
• Where can we add social media?
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27. Technical Communities
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28. Why are there technical communities?
• IT people like to discuss, share and opine
• Place to learn
• Gather info for puchases
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29. Why should we care?
• Very active/vocal
• Read alot
• Care about what peers have to say
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30. Slashdot
• “News for nerds”
• Submit and rank stories
• Very technical
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31. Toolbox
• Started as whitepaper site
• Now a tech community
• Lots of social media features
• Very technical
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32. Social Bookmarking
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33. What are social bookmarks?
Social bookmarking is a method for
Internet users to share, organize, search,
and manage bookmarks of web resources
Source: Wikipedia
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34. Why should you care?
• Traffic
– Digg: 40 million visitors
– Reddit: 5 million
– Stumbleupon: 5 million
• Rapid sharing
• Link building
Creative Commons attribution
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35. Digg
• Leading social news site
• General news
• Vote or “digg” articles
• Questions about
neutrality
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36. Delicious
• Social tagging
• Can friend
• Can mark as private
• Acquired by Yahoo in
2005
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37. Reddit
• Vote up or down
• Acquired by Conde
Naste/Wired in 2006
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38. Stumbleupon
• Post links
• People are served
random pages
• Based on interests
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39. Multimedia
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40. Types of sites
• Photos
• Slideware
• Podcasts
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41. Why you should care
• Different people learn in different ways
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42. Slideshare
• Presentations
• Tons of traffic
• LinkedIn integration
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43. Flickr
• Popular photo sharing
site
• Owned by Yahoo
• Source of photos
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44. Podcasts
• Audio file (MP3)
• iTunes
• Also podcast
directories
• Another place to
syndicate content
•
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45. Homework
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46. • Identify three potential social media projects
• Articulate goals for each
• Bring to class tomorrow
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