Social media class 2 v2

Class 2:Social networks - The big three

Frank DaysDecember 2009

© Novell, Inc. All rights reserved.2

Agenda

• Overview• Homework review• Facebook• LinkedIn• Twitter• Homework


Classes

Class 1: Intro to Social Media MarketingClass 2: Social Media – The Big ThreeClass 3: Best of the RestClass 4: Tips, Tricks and Tools


Social Media Framework

Content Connections Campaigns

Goals What are the program goals?

What are the right channels?

How do we make it real?

Presence


Facebook


History

• Founded 2003– Replace college facebook at Harvard

• 2005:– Expanded to high schools

• 2007:– Facebook platform for app developers

• 2009: – Facebook Light

• Today:– 350 million members


Member demographics

• More female• 18-34• More affluent• In college/college educated

Quantcast

http://www.quantcast.com/facebook.com/demographics


Traffic is Flattening


Etiquette

• People see as personal• Mind your privacy• Be a friend


Why you should care about Facebook?• 350 million users• Velocity of sharing• Competitors are there


SAP Facebook Page


Our “official” Facebook strategy

• “Official” Novell fan page• “Unofficial” pages • Feeds from other sources


9 things you can do with Facebook


1. Update your status


2. Start a conversation

• Ask – What do you think about...– Does anyone know...– How do you...

• Facebook is a two way medium


3. Add to your email signature


4. Friend customers or partners

• When the time is right:– Prospects– Customers– Vendors


5. Become a fan of Novell


6. Check out your competitors


7. Share Novell videos


8. Social bookmarks to Facebook

• Via Social RSS/Applications• Help spread the word• Amplify our messages


9. “Like” Novell stuff


LinkedIn


Background

Demographics from QuantcastDemographics from Quantcast

• Build list of trusted connections• Find jobs, people and opportunities• Questions• Groups• API


Member demographics


• More male• 35+• No kids• College educated

Demographics

http://www.quantcast.com/linkedin.com


Has traffic peaked?


Etiquette

• Normal rules• Less casual about connecting• Groups vary in activity


Our LinkedIn strategy

• “Official” Novell group• “Unofficial” pages • Feeds from other sources


Exercise

• Groups of 2– Update your status– Join a group– Connect with a customer, partner or vendor – Make profile public– Create a custom URL


9 things you can do with LinkedIn


1. Friend customers or partners

• When the time is right:– Prospects– Customers– Vendors


2. Turbocharge your profile

• Mark profile public• Mention product and

market keywords• Get found in searches


3. Create a custom URL

Create a short URL to your with keywords


4. Answer questions

• Answer questions • Demonstrate that

Novell knows


5. Participate in groups


6. Add Slideshare application

Share presentationsConsult with managerabout privacy/ proprietary data


7. Add to your email sig


8. Check out competitors


9. Update your status


Twitter


Twitter background

• Place to update status• Direct communication• New star system• Open API• Rapid innovation


Why you should care about Twitter

• 3 million people screaming• Broad syndication• Ecosystem/option value


Member demographics


• More female• 18-34• More affluent• College• Small kids

Quantcast

http://www.quantcast.com/twitter.com/demographics


Trafficis Flattening


“Twettiquette” or Twitter etiquette

• Wide open• Lots of shouting• Lots of background noise• No one is paying attention• Yet messages get through


Our “official” Twitter strategy

• “Official” Novell account• “Unofficial” pages • Share news, updates,

blogs, etc.• Connect with influencers


9 things you can do with Twitter


1. Follow Novell

• Help retweet the word• Make it easier for

people to find our stuff• Amplify our messages


2. Follow competitors

• Know what they are saying• What news they are

breaking• Who they are following• Who they are tweeting


3. Create a list of friends


4. Retweet someone you don't know


5 @reply someone – it is flattering Retweet someone you don't know


6. Share Novell content


7. Get a twitter client like Tweetdeck


8 Setup a Twitter search

http://search.twitter.com


9. Add to signature


Homework


• Ask a question on LinkedIn, Facebook or Twitter• Join one new network• Post on piece of content

Technology

Social media class 2 v2