social media class 2 v2
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Class 2:Social networks - The big three
Frank DaysDecember 2009
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Agenda
• Overview• Homework review• Facebook• LinkedIn• Twitter• Homework
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Classes
Class 1: Intro to Social Media MarketingClass 2: Social Media – The Big ThreeClass 3: Best of the RestClass 4: Tips, Tricks and Tools
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Social Media Framework
Content Connections Campaigns
Goals What are the program goals?
What are the right channels?
How do we make it real?
Presence
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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
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Member demographics
• More female• 18-34• More affluent• In college/college educated
Quantcast
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Traffic is Flattening
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Etiquette
• People see as personal• Mind your privacy• Be a friend
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Why you should care about Facebook?• 350 million users• Velocity of sharing• Competitors are there
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SAP Facebook Page
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Our “official” Facebook strategy
• “Official” Novell fan page• “Unofficial” pages • Feeds from other sources
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9 things you can do with Facebook
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1. Update your status
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2. Start a conversation
• Ask – What do you think about...– Does anyone know...– How do you...
• Facebook is a two way medium
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3. Add to your email signature
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4. Friend customers or partners
• When the time is right:– Prospects– Customers– Vendors
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5. Become a fan of Novell
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6. Check out your competitors
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7. Share Novell videos
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8. Social bookmarks to Facebook
• Via Social RSS/Applications• Help spread the word• Amplify our messages
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9. “Like” Novell stuff
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Background
Demographics from QuantcastDemographics from Quantcast
• Build list of trusted connections• Find jobs, people and opportunities• Questions• Groups• API
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Member demographics
Demographics from QuantcastDemographics from Quantcast
• More male• 35+• No kids• College educated
Demographics
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Has traffic peaked?
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Etiquette
• Normal rules• Less casual about connecting• Groups vary in activity
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Our LinkedIn strategy
• “Official” Novell group• “Unofficial” pages • Feeds from other sources
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Exercise
• Groups of 2– Update your status– Join a group– Connect with a customer, partner or vendor – Make profile public– Create a custom URL
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9 things you can do with LinkedIn
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1. Friend customers or partners
• When the time is right:– Prospects– Customers– Vendors
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2. Turbocharge your profile
• Mark profile public• Mention product and
market keywords• Get found in searches
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3. Create a custom URL
Create a short URL to your with keywords
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4. Answer questions
• Answer questions • Demonstrate that
Novell knows
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5. Participate in groups
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6. Add Slideshare application
Share presentationsConsult with managerabout privacy/ proprietary data
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7. Add to your email sig
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8. Check out competitors
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9. Update your status
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Twitter background
• Place to update status• Direct communication• New star system• Open API• Rapid innovation
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Why you should care about Twitter
• 3 million people screaming• Broad syndication• Ecosystem/option value
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Member demographics
Demographics from QuantcastDemographics from Quantcast
• More female• 18-34• More affluent• College• Small kids
Quantcast
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Trafficis Flattening
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“Twettiquette” or Twitter etiquette
• Wide open• Lots of shouting• Lots of background noise• No one is paying attention• Yet messages get through
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Our “official” Twitter strategy
• “Official” Novell account• “Unofficial” pages • Share news, updates,
blogs, etc.• Connect with influencers
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9 things you can do with Twitter
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1. Follow Novell
• Help retweet the word• Make it easier for
people to find our stuff• Amplify our messages
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2. Follow competitors
• Know what they are saying• What news they are
breaking• Who they are following• Who they are tweeting
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3. Create a list of friends
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4. Retweet someone you don't know
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5 @reply someone – it is flattering Retweet someone you don't know
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6. Share Novell content
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7. Get a twitter client like Tweetdeck
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8 Setup a Twitter search
http://search.twitter.com
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9. Add to signature
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Homework
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• Ask a question on LinkedIn, Facebook or Twitter• Join one new network• Post on piece of content
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