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Slides from internal social media training webinar at Novell.
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Getting Started With Social Media @Novell
Frank DaysDirector, New and Social Media@tangyslice
© Novell, Inc. All rights reserved.2
Agenda
• Overview• Web 2.0, social media, and inbound marketing• Novell social media • 7 things you can do...• Resources
© 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)
© Novell, Inc. All rights reserved.4
Some say social media is....
IT Sites Link Builders
Blogs/Microblogs Tools Monitoring
Visuals Video Sites Core Networks
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Some say it is behavioral
World 1.0
Publishing Perfection Company in control Rights reserved Cost per impression Expert knowledge
Web 2.0
ParticipationGood enoughUser control Rights to share Cost per action Wisdom of crowds
**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap
© 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
© Novell, Inc. All rights reserved.7
Content or “inbound” marketing = content + SEO + social media
Outbound Inbound
Print Ads
Television Ads
Cold Calling
Trade Shows
E-mail Blasts
Blogs, Ebooks, White Papers
Viral YouTube Videos
Search Engine Opt
Webinars
Feed, RSS
Credit: blog.hubspot.com
© 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
© Novell, Inc. All rights reserved.9
Building a community:Forrester Groundswell modelSocial media is about:• Listening• Talking• Energizing• Supporting• Embracing
© 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
© Novell, Inc. All rights reserved.11
Social media @ novell
© 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
© 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
© 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
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1. Engage with customers, prospects and partners to improve marketing and retention
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2. Join conversations and become thought leaders to build awareness and change perceptions
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3. Support awareness and demand generation goals
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4. Improve marketing productivity by amplifying our messaging
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5. Provide support to customers in social media
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tier two sites
“Official” Novell presence - beta
Novell forums/blogsCool Solutions
tier one sites
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7 ways to get started...
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1. Follow Novell social media
• Join Novell Facebook and LinkedIn
• Follow on Twitter• Know what people are
discussing and sharing
Cool SolutionsNovell ForumsNovell Blogs
© Novell, Inc. All rights reserved.23
2. Read blogs
• Blogs are still relevant• Find blogs in your area• Be the expert in your
domain
© Novell, Inc. All rights reserved.24
3. Check out our competition
• Know their customers• Know their claims• Know them better than they
know themselves
© Novell, Inc. All rights reserved.25
4. Sign up for one new site
Novell forumsCool Solutions
* Become an expert in that channel
© Novell, Inc. All rights reserved.26
5. Connect, friend or follow
• When the time is right:– Prospects– Customers– Vendors– Peers– Reporters/press
© 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
© Novell, Inc. All rights reserved.28
7. Spread the word about Novell
• Marketing is creating new content• “Like” on Facebook• Retweet on Twitter
© 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
•