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
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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
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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?
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5. Introduction
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6. What is Web 2.0?
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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
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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
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9. What is social media?
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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
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11. Social Media Components
1 2 3
Concept Media Social interface
• Art • Electronic • Community
• Information • Verbal • Viral
• Meme • Syndication
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12. What is inbound marketing?
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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
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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
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15. What can Social Media
do for You?
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16. Not a silver bullet but...
It can help you
• Get closer to customers
• Tell your story
• Generate more leads
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17. but man can’t live by
inbound marketing alone...
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18. Content Connections Campaigns
Goals Presence
Goals
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19. Social media offer new engagement
models for Novell’s prospects,
customers, partners and investors
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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?
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21. Content Connections Campaigns
Presence Presence
Goals
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22. Thousands of social media channels
Blogs/Microblogs Tools Monitoring
Visuals Video Sites Core Networks
IT Sites
Visuals Link Builders
Visuals
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23. Novell Presence - Beta
Tier One Sites Tier Two Sites
Cool Solutions
Novell forums
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24. Social Networks
General purpose
– Connecting
– Sharing
– Communicating
Why you should care?
– LinkedIn: >40M users
– Facebook: >330M users
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25. Blogs and Forums
• Blogs are still relevant
• People have stories
• Everyone is a publisher
Cool Solutions
Novell forums
Novell Blogs
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26. Video and Podcasts
Tell your story
– Many ways
– In many formats
– To many people
Also facilitate
sharing
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27. Photos and Slideware
Share:
– Presentations
– Pictures
– Graphics
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28. Other Social Media
Social Bookmarking
– Digg, Delicious, Reddit,
Stumbleupon
Aggregators
– Friendfeed, Netvibes
Vertical
– Toolbox.com
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29. Content Connections Campaigns
Content Presence
Goals
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30. Content is still king!
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31. Group Exercise
vs
What is the difference?
• Style
• Tone
• Length
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32. Social media ready content
General characteristics
– Shorter
– Less formal
– Imperfect
– Easily sharable
– Seen it before
– Easy to reformat
– Catchy title
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33. Content Syndication
Author once,
publish many
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34. RSS Feeds
• Really simple
syndication
• Standard Web
format
• Easily connect
and update
things
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35. Content Connections Campaigns
Connections Presence
Goals
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36. What is an online
Community?
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37. An online community is...
• Connect over computer network
• May/may not know offline
• Common interests
• Share
• Discuss
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38. Why do we need friends?
It is a social medium
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39. Question: How do you engage?
Friend to few or many?
Personal vs. professional?
Lurking or oversharing?
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40. Simple ways to join the conversation
• Search Technorati
• Setup Google alerts
• Read blogs
• Follow people on Twitter
• Join LinkedIn groups
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41. Commenting etiquette
• Add value
• Be considerate
• Understand norms
• Be real
• Don’t be a “commentard”
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42. Homework
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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
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