Social media class 2
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This document summarizes Class 2 of a social media marketing course. It discusses the "big three" social networks - Facebook, LinkedIn, and Twitter. For each network, it provides background information, member demographics, traffic trends, etiquette guidelines, and strategies for using the networks. It also lists 9 actions companies can take on each network, such as updating statuses, following competitors, sharing content, and connecting with customers. The class ends with assigning homework to engage with one of the social networks.
Social media class 2
- 1. Class 2: Social networks - The big three Frank Days December 2009
- 2. Agenda • Overview • Homework review • Facebook • LinkedIn • Twitter • Homework 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. Facebook 5 © Novell, Inc. All rights reserved.
- 6. 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 6 © Novell, Inc. All rights reserved.
- 7. Member demographics • More female • 18-34 • More affluent • In college/college educated Quantcast 7 © Novell, Inc. All rights reserved.
- 8. Traffic is Flattening 8 © Novell, Inc. All rights reserved.
- 9. Etiquette • People see as personal • Mind your privacy • Be a friend 9 © Novell, Inc. All rights reserved.
- 10. Why you should care about Facebook? • 350 million users • Velocity of sharing • Competitors are there 10 © Novell, Inc. All rights reserved.
- 11. SAP Facebook Page 11 © Novell, Inc. All rights reserved.
- 12. Our “official” Facebook strategy • “Official” Novell fan page • “Unofficial” pages • Feeds from other sources 12 © Novell, Inc. All rights reserved.
- 13. 9 things you can do with Facebook 13 © Novell, Inc. All rights reserved.
- 14. 1. Update your status 14 © Novell, Inc. All rights reserved.
- 15. 2. Start a conversation • Ask – What do you think about... – Does anyone know... – How do you... • Facebook is a two way medium 15 © Novell, Inc. All rights reserved.
- 16. 3. Add to your email signature 16 © Novell, Inc. All rights reserved.
- 17. 4. Friend customers or partners • When the time is right: – Prospects – Customers – Vendors 17 © Novell, Inc. All rights reserved.
- 18. 5. Become a fan of Novell 18 © Novell, Inc. All rights reserved.
- 19. 6. Check out your competitors 19 © Novell, Inc. All rights reserved.
- 20. 7. Share Novell videos 20 © Novell, Inc. All rights reserved.
- 21. 8. Social bookmarks to Facebook • Via Social RSS/Applications • Help spread the word • Amplify our messages 21 © Novell, Inc. All rights reserved.
- 22. 9. “Like” Novell stuff 22 © Novell, Inc. All rights reserved.
- 23. LinkedIn 23 © Novell, Inc. All rights reserved.
- 24. Background • Build list of trusted connections • Find jobs, people and opportunities • Questions • Groups Demographics from Quantcast • API 24 © Novell, Inc. All rights reserved.
- 25. Member demographics • More male • 35+ • No kids • College educated Demographics from Quantcast Demographics 25 © Novell, Inc. All rights reserved.
- 26. Has traffic peaked? 26 © Novell, Inc. All rights reserved.
- 27. Etiquette • Normal rules • Less casual about connecting • Groups vary in activity 27 © Novell, Inc. All rights reserved.
- 28. Our LinkedIn strategy • “Official” Novell group • “Unofficial” pages • Feeds from other sources 28 © Novell, Inc. All rights reserved.
- 29. Exercise • Groups of 2 – Update your status – Join a group – Connect with a customer, partner or vendor – Make profile public – Create a custom URL 29 © Novell, Inc. All rights reserved.
- 30. 9 things you can do with LinkedIn 30 © Novell, Inc. All rights reserved.
- 31. 1. Friend customers or partners • When the time is right: – Prospects – Customers – Vendors 31 © Novell, Inc. All rights reserved.
- 32. 2. Turbocharge your profile • Mark profile public • Mention product and market keywords • Get found in searches 32 © Novell, Inc. All rights reserved.
- 33. 3. Create a custom URL Create a short URL to your with keywords 33 © Novell, Inc. All rights reserved.
- 34. 4. Answer questions • Answer questions • Demonstrate that Novell knows 34 © Novell, Inc. All rights reserved.
- 35. 5. Participate in groups 35 © Novell, Inc. All rights reserved.
- 36. 6. Add Slideshare application Share presentations Consult with manager about privacy/ proprietary data 36 © Novell, Inc. All rights reserved.
- 37. 7. Add to your email sig 37 © Novell, Inc. All rights reserved.
- 38. 8. Check out competitors 38 © Novell, Inc. All rights reserved.
- 39. 9. Update your status 39 © Novell, Inc. All rights reserved.
- 40. Twitter 40 © Novell, Inc. All rights reserved.
- 41. Twitter background • Place to update status • Direct communication • New star system • Open API • Rapid innovation 41 © Novell, Inc. All rights reserved.
- 42. Why you should care about Twitter • 3 million people screaming • Broad syndication • Ecosystem/option value 42 © Novell, Inc. All rights reserved.
- 43. Member demographics • More female • 18-34 • More affluent • College Demographics from Quantcast • Small kids Quantcast 43 © Novell, Inc. All rights reserved.
- 44. Trafficis Flattening 44 © Novell, Inc. All rights reserved.
- 45. “Twettiquette” or Twitter etiquette • Wide open • Lots of shouting • Lots of background noise • No one is paying attention • Yet messages get through 45 © Novell, Inc. All rights reserved.
- 46. Our “official” Twitter strategy • “Official” Novell account • “Unofficial” pages • Share news, updates, blogs, etc. • Connect with influencers 46 © Novell, Inc. All rights reserved.
- 47. 9 things you can do with Twitter 47 © Novell, Inc. All rights reserved.
- 48. 1. Follow Novell • Help retweet the word • Make it easier for people to find our stuff • Amplify our messages 48 © Novell, Inc. All rights reserved.
- 49. 2. Follow competitors • Know what they are saying • What news they are breaking • Who they are following • Who they are tweeting 49 © Novell, Inc. All rights reserved.
- 50. 3. Create a list of friends 50 © Novell, Inc. All rights reserved.
- 51. 4. Retweet someone you don't know 51 © Novell, Inc. All rights reserved.
- 52. 5 @reply someone – it is flattering Retweet someone you don't know 52 © Novell, Inc. All rights reserved.
- 53. 6. Share Novell content 53 © Novell, Inc. All rights reserved.
- 54. 7. Get a twitter client like Tweetdeck 54 © Novell, Inc. All rights reserved.
- 55. 8 Setup a Twitter search http://search.twitter.com 55 © Novell, Inc. All rights reserved.
- 56. 9. Add to signature 56 © Novell, Inc. All rights reserved.
- 57. Homework 57 © Novell, Inc. All rights reserved.
- 58. • Ask a question on LinkedIn, Facebook or Twitter • Join one new network • Post on piece of content 58 © Novell, Inc. All rights reserved.