Getting started with social media
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The document discusses social media and provides guidance for Novell's use of social media. It outlines the explosive growth of social media and defines key concepts like Web 2.0, inbound marketing, and online communities. It then gives Novell's social media mission, guidelines, and 7 things employees can do to get started with social media, such as following Novell accounts, reading blogs, checking competitors, and spreading word about Novell.
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Getting started with social media
- 1. Getting Started With Social Media @Novell Frank Days Director, New and Social Media @tangyslice
- 2. Agenda • Overview • Web 2.0, social media, and inbound marketing • Novell social media • 7 things you can do... • Resources 2 © Novell, Inc. All rights reserved.
- 3. Explosive growth in the social web • Spend 17% on social media, 3x lift from a year ago (Nielsen 9/09) • 5% is spent on Facebook (comscore – 4/09) • LinkedIn = 50 million users, one new member/second (LinkedIn 10/09) 3 © Novell, Inc. All rights reserved.
- 4. Some say social media is.... Blogs/Microblogs Tools Monitoring Visuals Video Sites Core Networks IT Sites Link Builders 4 © Novell, Inc. All rights reserved.
- 5. Some say it is behavioral World 1.0 Web 2.0 Publishing Participation Perfection Good enough Company in control User control Rights reserved Rights to share Cost per impression Cost per action Expert knowledge Wisdom of crowds **More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap 5 © Novell, Inc. All rights reserved.
- 6. More precisely • Web 2.0 ideas through online applications – People become content producers – Accessible publishing techniques – Info disseminated through interaction – Broadcast (one to many) to social (many to many) model – Web-based technologies Source: Wikipedia 6 © Novell, Inc. All rights reserved.
- 7. Content or “inbound” marketing = content + SEO + social media Outbound Inbound Print Ads Blogs, Ebooks, White Papers Television Ads Viral YouTube Videos Cold Calling Search Engine Opt Trade Shows Webinars E-mail Blasts Feed, RSS Credit: blog.hubspot.com 7 © Novell, Inc. All rights reserved.
- 8. An online community is... • People connect over a computer network • May or may not know people offline • Have common interests • Share information • Discuss issues 8 © Novell, Inc. All rights reserved.
- 9. Building a community: Forrester Groundswell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing 9 © Novell, Inc. All rights reserved.
- 10. What is social media ready content? General characteristics – Shorter – Less formal – Imperfect – Easily sharable – Seen it before – Easy to reformat – Catchy title 10 © Novell, Inc. All rights reserved.
- 11. Social media @ novell 11 © Novell, Inc. All rights reserved.
- 12. Before you join the conversation • Think about... – Corporate, team and individual goals – Company values – Internet usage policy and social media guidelines 12 © Novell, Inc. All rights reserved.
- 13. Novell social media guidelines • Review Code of Business Ethics • Attend training • Get familiar with Novell policies • Protect your own privacy • Treat others with respect • Use common sense with controversial topics 13 © Novell, Inc. All rights reserved.
- 14. Social media mission and strategy: Tell the stories and showcase the people of Novell to meet our business goals 14 © Novell, Inc. All rights reserved.
- 15. 1. Engage with customers, prospects and partners to improve marketing and retention 15 © Novell, Inc. All rights reserved.
- 16. 2. Join conversations and become thought leaders to build awareness and change perceptions 16 © Novell, Inc. All rights reserved.
- 17. 3. Support awareness and demand generation goals 17 © Novell, Inc. All rights reserved.
- 18. 4. Improve marketing productivity by amplifying our messaging 18 © Novell, Inc. All rights reserved.
- 19. 5. Provide support to customers in social media 19 © Novell, Inc. All rights reserved.
- 20. “Official” Novell presence - beta tier one sites tier two sites Cool Solutions Novell forums/blogs 20 © Novell, Inc. All rights reserved.
- 21. 7 ways to get started... 21 © Novell, Inc. All rights reserved.
- 22. 1. Follow Novell social media • Join Novell Facebook and LinkedIn • Follow on Twitter • Know what people are discussing and sharing Cool Solutions Novell Forums Novell Blogs 22 © Novell, Inc. All rights reserved.
- 23. 2. Read blogs • Blogs are still relevant • Find blogs in your area • Be the expert in your domain 23 © Novell, Inc. All rights reserved.
- 24. 3. Check out our competition • Know their customers • Know their claims • Know them better than they know themselves 24 © Novell, Inc. All rights reserved.
- 25. 4. Sign up for one new site Cool Solutions Novell forums * Become an expert in that channel 25 © Novell, Inc. All rights reserved.
- 26. 5. Connect, friend or follow • When the time is right: – Prospects – Customers – Vendors – Peers – Reporters/press 26 © Novell, Inc. All rights reserved.
- 27. 6. Add keywords to LinkedIn profile • Mark profile public • Mention the Novell products and markets • Create short URL to you with keyword 27 © Novell, Inc. All rights reserved.
- 28. 7. Spread the word about Novell • Marketing is creating new content • “Like” on Facebook • Retweet on Twitter 28 © Novell, Inc. All rights reserved.
- 29. Where to learn more... • Online resources – Mashable.com – Techcrunch.com – Marketingprofs.com – MPDailyfix.com – Copyblogger.com • Articles – http://www.delicious.com/novell_novl/socialmedia • 29 © Novell, Inc. All rights reserved.