Slides from internal social media training webinar at Novell.

1. Getting Started With
Social Media @Novell
Frank Days
Director, New and Social Media
@tangyslice

2. Agenda
• Overview
• Web 2.0, social media, and inbound marketing
• Novell social media
• 7 things you can do...
• Resources
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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)
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4. Some say social media is....
Blogs/Microblogs Tools Monitoring
Visuals Video Sites Core Networks
IT Sites Link Builders
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5. Some say 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
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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
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7. Content or “inbound” marketing
= content + SEO + social media
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
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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
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9. Building a community:
Forrester Groundswell model
Social media is about:
• Listening
• Talking
• Energizing
• Supporting
• Embracing
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10. What is social media ready content?
General characteristics
– Shorter
– Less formal
– Imperfect
– Easily sharable
– Seen it before
– Easy to reformat
– Catchy title
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11. Social media @ novell
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12. Before you join the conversation
• Think about...
– Corporate, team and individual goals
– Company values
– Internet usage policy and social media guidelines
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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
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14. Social media mission and strategy:
Tell the stories and showcase the people
of Novell to meet our business goals
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15. 1. Engage with customers, prospects and
partners to improve marketing and retention
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16. 2. Join conversations and become thought leaders
to build awareness and change perceptions
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17. 3. Support awareness and demand generation goals
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18. 4. Improve marketing productivity by
amplifying our messaging
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19. 5. Provide support to customers in social media
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20. “Official” Novell presence - beta
tier one sites tier two sites
Cool Solutions Novell forums/blogs
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21. 7 ways to get started...
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22. 1. Follow Novell social media
• Join Novell Facebook and
LinkedIn
• Follow on Twitter
• Know what people are
discussing and sharing
Cool Solutions
Novell Forums
Novell Blogs
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23. 2. Read blogs
• Blogs are still relevant
• Find blogs in your area
• Be the expert in your
domain
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24. 3. Check out our competition
• Know their customers
• Know their claims
• Know them better than they
know themselves
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25. 4. Sign up for one new site
Cool Solutions Novell forums
* Become an expert in that channel
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26. 5. Connect, friend or follow
• When the time is right:
– Prospects
– Customers
– Vendors
– Peers
– Reporters/press
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27. 6. Add keywords to LinkedIn profile
• Mark profile public
• Mention the Novell
products and markets
• Create short URL to
you with keyword
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28. 7. Spread the word about Novell
• Marketing is creating new content
• “Like” on Facebook
• Retweet on Twitter
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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
•
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