Social media class 1
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The document summarizes an introductory class on social media and inbound marketing. It discusses key topics like the principles of Web 2.0, what social media and inbound marketing are, content strategies for social media, and how to engage and connect with audiences on social platforms. The class covered frameworks for social media programs and channels like blogs, videos and social networks that can be used.
Social media class 1
- 1. Class 1: Intro to social media and inbound marketing Frank Days December 2009
- 2. Agenda • Overview • Social media and inbound marketing • Novell social media • Channels • Content • Connection 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. Introduction 5 © Novell, Inc. All rights reserved.
- 6. What is Web 2.0? 6 © Novell, Inc. All rights reserved.
- 7. “Web 2.0 is a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core.” - Tim O'Reilly,O'Reilly Media 7 © Novell, Inc. All rights reserved.
- 8. 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 8 © Novell, Inc. All rights reserved.
- 9. What is social media? 9 © Novell, Inc. All rights reserved.
- 10. Web 2.0 Ideas + 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 10 © Novell, Inc. All rights reserved.
- 11. Social Media Components 1 2 3 Concept Media Social interface • Art • Electronic • Community • Information • Verbal • Viral • Meme • Syndication 11 © Novell, Inc. All rights reserved.
- 12. What is inbound marketing? 12 © Novell, Inc. All rights reserved.
- 13. We should do more pulling and less pushing. People choose to consume, share and engage. Consumer overload There is a new model • Consumers inundated • Create attractive content • Tuning out • Optimized for search • Marketing less effective • Shared through social media 13 © Novell, Inc. All rights reserved.
- 14. Outbound vs. Inbound marketing 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 14 © Novell, Inc. All rights reserved.
- 15. What can Social Media do for You? 15 © Novell, Inc. All rights reserved.
- 16. Not a silver bullet but... It can help you • Get closer to customers • Tell your story • Generate more leads 16 © Novell, Inc. All rights reserved.
- 17. but man can’t live by inbound marketing alone... 17 © Novell, Inc. All rights reserved.
- 18. Content Connections Campaigns Goals Presence Goals 18 © Novell, Inc. All rights reserved.
- 19. Social media offer new engagement models for Novell’s prospects, customers, partners and investors 19 © Novell, Inc. All rights reserved.
- 20. Social Media Framework Content Connections Campaigns How do we make it real? Presence What are the right channels? What are Goals the program goals? 20 © Novell, Inc. All rights reserved.
- 21. Content Connections Campaigns Presence Presence Goals 21 © Novell, Inc. All rights reserved.
- 22. Thousands of social media channels Blogs/Microblogs Tools Monitoring Visuals Video Sites Core Networks IT Sites Visuals Link Builders Visuals 22 © Novell, Inc. All rights reserved.
- 23. Novell Presence - Beta Tier One Sites Tier Two Sites Cool Solutions Novell forums 23 © Novell, Inc. All rights reserved.
- 24. Social Networks General purpose – Connecting – Sharing – Communicating Why you should care? – LinkedIn: >40M users – Facebook: >330M users 24 © Novell, Inc. All rights reserved.
- 25. Blogs and Forums • Blogs are still relevant • People have stories • Everyone is a publisher Cool Solutions Novell forums Novell Blogs 25 © Novell, Inc. All rights reserved.
- 26. Video and Podcasts Tell your story – Many ways – In many formats – To many people Also facilitate sharing 26 © Novell, Inc. All rights reserved.
- 27. Photos and Slideware Share: – Presentations – Pictures – Graphics 27 © Novell, Inc. All rights reserved.
- 28. Other Social Media Social Bookmarking – Digg, Delicious, Reddit, Stumbleupon Aggregators – Friendfeed, Netvibes Vertical – Toolbox.com 28 © Novell, Inc. All rights reserved.
- 29. Content Connections Campaigns Content Presence Goals 29 © Novell, Inc. All rights reserved.
- 30. Content is still king! 30 © Novell, Inc. All rights reserved.
- 31. Group Exercise vs What is the difference? • Style • Tone • Length 31 © Novell, Inc. All rights reserved.
- 32. Social media ready content General characteristics – Shorter – Less formal – Imperfect – Easily sharable – Seen it before – Easy to reformat – Catchy title 32 © Novell, Inc. All rights reserved.
- 33. Content Syndication Author once, publish many 33 © Novell, Inc. All rights reserved.
- 34. RSS Feeds • Really simple syndication • Standard Web format • Easily connect and update things 34 © Novell, Inc. All rights reserved.
- 35. Content Connections Campaigns Connections Presence Goals 35 © Novell, Inc. All rights reserved.
- 36. What is an online Community? 36 © Novell, Inc. All rights reserved.
- 37. An online community is... • Connect over computer network • May/may not know offline • Common interests • Share • Discuss 37 © Novell, Inc. All rights reserved.
- 38. Why do we need friends? It is a social medium 38 © Novell, Inc. All rights reserved.
- 39. Question: How do you engage? Friend to few or many? Personal vs. professional? Lurking or oversharing? 39 © Novell, Inc. All rights reserved.
- 40. Simple ways to join the conversation • Search Technorati • Setup Google alerts • Read blogs • Follow people on Twitter • Join LinkedIn groups 40 © Novell, Inc. All rights reserved.
- 41. Commenting etiquette • Add value • Be considerate • Understand norms • Be real • Don’t be a “commentard” 41 © Novell, Inc. All rights reserved.
- 42. Homework 42 © Novell, Inc. All rights reserved.
- 43. • Read Class 2 articles in Delicious account • Post a comment on one blog • Add one post on Novell Twitter, Facebook or LinkedIn page/group Bonus: Retweet or “like” someone's post 43 © Novell, Inc. All rights reserved.