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Social media class 4 v2

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This document summarizes a class on social media tips, tricks, and planning. The class agenda covers tips and tricks, exercises, engagement, and planning. It then discusses social media goals for Novell, including engaging customers, becoming thought leaders, supporting marketing goals, and providing customer support on social media. Finally, it outlines steps for creating a social media plan, including setting goals, identifying channels, assessing content needs, making connections, creating campaigns, and building a timeline.

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Class 4: Tips, Tricks and Planning Frank Days January 2010
Agenda • Tips and Tricks • Exercise • Engagement • Planning 2 © 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 Class 4: Tips, Tricks and Tools 3 © Novell, Inc. All rights reserved.
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.
Social media goals for Novell 5 © Novell, Inc. All rights reserved.
1. Engage with customers, prospects and partners to improve marketing and retention 6 © Novell, Inc. All rights reserved.
2. Join conversation and become thought leaders to build awareness and change perceptions 7 © Novell, Inc. All rights reserved.
3. Support specific awareness and demand generation goals 8 © Novell, Inc. All rights reserved.
4. Improve marketing productivity by amplifying our messaging 9 © Novell, Inc. All rights reserved.
5. Provide supporting to customers where they expect us in social media 10 © Novell, Inc. All rights reserved.
Tools of the trade 11 © Novell, Inc. All rights reserved.
Forrester Groundwell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing 12 © Novell, Inc. All rights reserved.
Listening • Look before you leap • Know what people are saying • Follow the conversation 13 © Novell, Inc. All rights reserved.
Talking • Leave comments • Create content • Share our stories • Amplify our message 14 © Novell, Inc. All rights reserved.
Energizing • Rating and reviews • Create a community • Engage that community 15 © Novell, Inc. All rights reserved.
Supporting • Users supporting users • Novell supporting users • Listen and respond 16 © Novell, Inc. All rights reserved.
Embracing • Getting closer to customers • Involving in development process • Fast iteration with better information 17 © Novell, Inc. All rights reserved.
Social media workflow 18 © Novell, Inc. All rights reserved.
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.
Exercise 20 © Novell, Inc. All rights reserved.
• Identify three potential social media projects • Articulate goals for each 21 © Novell, Inc. All rights reserved.
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.
Plan Template 23 © Novell, Inc. All rights reserved.
Step one: Set goals 24 © Novell, Inc. All rights reserved.
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.
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.
Step Two: Identify Channels 27 © Novell, Inc. All rights reserved.
Focus on tier one sites to start Tier one sites Tier two sites Novell forums Cool Solutions 28 © Novell, Inc. All rights reserved.
Step Three: Assess Content 29 © Novell, Inc. All rights reserved.
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.
Types of Content • Blog posts • Podcasts • Status updates • Presentations • Whitepapers • Short documents • Webcasts/radio • Videos • Flash explainers 31 © Novell, Inc. All rights reserved.
Step Four: Make Connections 32 © Novell, Inc. All rights reserved.
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.
Step Five: Create Campaigns 34 © Novell, Inc. All rights reserved.
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.
Build a timeline 36 © Novell, Inc. All rights reserved.
Timeline Tasks • Creating strategy and goals • Identify budget/resources • Content strategy • Channels decision • Presence established • Making connections • Create content • Launching campaigns • Reviewing program 37 © Novell, Inc. All rights reserved.
Social media class 4 v2

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Social media class 4 v2

  • 1. Class 4: Tips, Tricks and Planning Frank Days January 2010
  • 2. Agenda • Tips and Tricks • Exercise • Engagement • Planning 2 © 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 Tools 3 © 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 Novell 5 © Novell, Inc. All rights reserved.
  • 6. 1. Engage with customers, prospects and partners to improve marketing and retention 6 © Novell, Inc. All rights reserved.
  • 7. 2. Join conversation and become thought leaders to build awareness and change perceptions 7 © Novell, Inc. All rights reserved.
  • 8. 3. Support specific awareness and demand generation goals 8 © Novell, Inc. All rights reserved.
  • 9. 4. Improve marketing productivity by amplifying our messaging 9 © Novell, Inc. All rights reserved.
  • 10. 5. Provide supporting to customers where they expect us in social media 10 © Novell, Inc. All rights reserved.
  • 11. Tools of the trade 11 © Novell, Inc. All rights reserved.
  • 12. Forrester Groundwell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing 12 © Novell, Inc. All rights reserved.
  • 13. Listening • Look before you leap • Know what people are saying • Follow the conversation 13 © Novell, Inc. All rights reserved.
  • 14. Talking • Leave comments • Create content • Share our stories • Amplify our message 14 © Novell, Inc. All rights reserved.
  • 15. Energizing • Rating and reviews • Create a community • Engage that community 15 © Novell, Inc. All rights reserved.
  • 16. Supporting • Users supporting users • Novell supporting users • Listen and respond 16 © Novell, Inc. All rights reserved.
  • 17. Embracing • Getting closer to customers • Involving in development process • Fast iteration with better information 17 © Novell, Inc. All rights reserved.
  • 18. Social media workflow 18 © 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. Exercise 20 © Novell, Inc. All rights reserved.
  • 21. • Identify three potential social media projects • Articulate goals for each 21 © 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 Template 23 © Novell, Inc. All rights reserved.
  • 24. Step one: Set goals 24 © 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 Channels 27 © Novell, Inc. All rights reserved.
  • 28. Focus on tier one sites to start Tier one sites Tier two sites Novell forums Cool Solutions 28 © Novell, Inc. All rights reserved.
  • 29. Step Three: Assess Content 29 © 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 explainers 31 © Novell, Inc. All rights reserved.
  • 32. Step Four: Make Connections 32 © 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 Campaigns 34 © 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 timeline 36 © 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 program 37 © Novell, Inc. All rights reserved.