Rev 1.1 02092009 Copyright © Open Text Corporation 2008 - 2009. All rights reserved.

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Marketing Meeting EMEA, Zurich

Social Networking for Marketing - Best Practices

Open Text

Craig HepburnDirector Social Media Strategy, EMEA

What is Social Media…

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.

It’s how people engage, participate, and share online…

Marketing Mix

Copyright © Open Text Corporation 2008 - 2009. All rights reserved.

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5 Steps to being Social Media enabled…

1. Join Twitter, create a short profile, follow some interesting people

2. Create a LinkedIn Profile and join some groups and conversations

3. Subscribe to customer blogs, twitter feeds

4. Think about how to socialise your marketing collateral and events

5. Regularly engage in conversations and share content

LinkedIn Groups and Networks

Copyright © Open Text Corporation 2008 - 2009. All rights reserved.

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Marketing Material Should be….

Publishable – Ensure you publish all marketing collateral to the web

Findable – Provide search friendly naming terms to the content

Social – By using slideshare, youTube, twitter, linkedIn to socialise content

Viral – Encourage colleagues, partners, friends, customers to share

Syndicatable – Allow people to subscribe to our content, events etc

Linkable – All marketing material should have appropriate links

The Power of Retweets

Measure the impact of marketing through Twitter by using http://cli.gs

Tweetdeck as a marketing dashboard

Open Text on Facebook

Separate Work from Social “life”

Sharing on Slideshare

Share links to existing videos in marketing material

Internal Marketing Collaboration

Log on to Coolstuff and have social interactions with colleagues.

7 Step Social Marketing Plan

1. Start with a plan, not tactics.  Research and build a Social Media Roadmap involving:  Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.

2. “Give to get” – Successful social media marketing programs involve listening and participation.

3. Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting.

4. Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.  

5. Understand, you do not control the message.  Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm.

6. Welcome participation, feedback and co-creation. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.

7. Metrics should roll up to objectives and objectives should be relevant to the channel.  

Resources

TweetDeck.com – marketing dashboard for twitter

SlideShare.com – Socialise marketing decks

Cli.gs – Analyse Links and trends of web visits.

Otcoolstuff.com – internal collaboration community

Social Media Touch Points

I blog at http://forwebsake.blogspot.com

Open Text Conversations http://conversations.opentext.com

Follow me on twitter @ http://twitter.com/craighepburn

Open Text on Twitter @ http://twitter.com/OpenText

Download presentations @ http://www.slideshare.net/craighepburn

Copyright © Open Text Corporation 2008 - 2009. All rights reserved.

Slide 23

Thank You