Download - Social media class 3
Class 3:Best of the rest
Joe “Zonker” Brockmeier, Kim Groneman, and Frank DaysJanuary 2010
© Novell, Inc. All rights reserved.2
Agenda
• Homework review• Novell communities• Blogs• Exercise• Technical communities• Bookmarking • Multimedia
© Novell, Inc. All rights reserved.3
Classes
Class 1: Intro to Social Media MarketingClass 2: Social Media – The Big ThreeClass 3: Best of the RestClass 4: Tips, Tricks and Tools
© Novell, Inc. All rights reserved.4
Social Media Framework
Content Connections Campaigns
Goals What are the program goals?
What are the right channels?
How do we make it real?
Presence
© Novell, Inc. All rights reserved.5
• Ask a question on LinkedIn, Facebook or Twitter• Join one new network• Post one piece of content
© Novell, Inc. All rights reserved.6
Novell Communities
© Novell, Inc. All rights reserved.7
© Novell, Inc. All rights reserved.8
Novell Hosted Communities
• User to User Discussions– Novell Forums: ~73,000 members
> Growing at ~100 new members/day
– openSUSE Forums: ~40,000 members
• Content Sharing & Collaboration– Cool Solutions: 40,000+ members
www.novell.com/communities
© Novell, Inc. All rights reserved.9
Novell's Community History
1985 – The Source1986 – CompuServe1996 – GW Cool Solutions1997 – Internet (NNTP news server)2001 – Basic HTTP (web) front end addedToday – PHP based web front end with NNTP backend
© Novell, Inc. All rights reserved.10
Why we have Novell communities?
1875 – 2010Thank you Mr. Bell for134 wonderful years. Isn't there somethingBetter? Bring back the party line!
© Novell, Inc. All rights reserved.11
TraditionJust because you've always done it that way doesn't mean its not incredibly stupid.
© Novell, Inc. All rights reserved.12
Why we have Novell communities?
• Communication– What does the customer want?– What's wrong
> More post FCS defect reports than all other sources combined
> Fast issue identification
– What's right (Who's gonna pay $600 for that!?!)
• Customer Satisfaction / Retention– Future revenue & attract new customers– Real world vs. company line
> It's an integrated world
© Novell, Inc. All rights reserved.13
The Wisdom of Crowds
1906 // Francis Galton
© Novell, Inc. All rights reserved.14
Novell's Community Model
User Community - ThousandsUser Community - Thousands
© Novell, Inc. All rights reserved.15
Novell's Community Model
Volunteers ~35Novell Knowledge Partners (approx. 25)Enthusiasts & Influencers
© Novell, Inc. All rights reserved.16
Novell's Community Model
PrivatePrivate Public
Novell4 Technical
© Novell, Inc. All rights reserved.17
Novell's Community ModelLurkers - ?
© Novell, Inc. All rights reserved.18
Blogs
© Novell, Inc. All rights reserved.19
Blogs 101
• “Blog” is a really broad term – it covers any Web site with a series of chronological updates.
• Updates can be text, audio, and/or video.• Blogs are conversations. Good blogs are two-way
communication, not broadcast.
© Novell, Inc. All rights reserved.20
Why Blog?Why Blog?• Establish “thought leadership”Establish “thought leadership”• Reach new audiencesReach new audiences• Influence the influencersInfluence the influencers• Inexpensive and effective if done rightInexpensive and effective if done right• Communicate directly with your audienceCommunicate directly with your audience• Build trustBuild trust• Measure successMeasure success
© Novell, Inc. All rights reserved.21
Content that MattersContent that Matters
• Write for the WebWrite for the Web– Headlines and ledes matterHeadlines and ledes matter– Short is better: Don't be afraid to break it upShort is better: Don't be afraid to break it up– Broad strokes: Write for skimmers, not readersBroad strokes: Write for skimmers, not readers
• Conversational trumps corporateConversational trumps corporate• Ask yourself “would I bookmark this?”Ask yourself “would I bookmark this?”• What are you giving the reader?What are you giving the reader?• Timeliness matters: Blogs are real-timeTimeliness matters: Blogs are real-time• Perfection is not expected or required, but honesty Perfection is not expected or required, but honesty isis
© Novell, Inc. All rights reserved.22
• Blogging is a marathon... Blogging is a marathon... • Be generousBe generous• Be usefulBe useful• Stir the potStir the pot• Go beyond your blogGo beyond your blog
Building Your Building Your AudienceAudience
© Novell, Inc. All rights reserved.23
ToolsTools•WordPressWordPress•Twitterfeed.comTwitterfeed.com•PosterousPosterous•Bit.lyBit.ly
© Novell, Inc. All rights reserved.24
Example Blogs
• Seth's Blog (Seth Godin) http://sethgodin.typepad.com/• 451 CAOS Theoryhttp://blogs.the451group.com/opensource/
• Signal vs. Noise (by 37signals)http://37signals.com/svn/
• O'Reilly Radarhttp://radar.oreilly.com/
© Novell, Inc. All rights reserved.25
Exercise
© Novell, Inc. All rights reserved.26
In groups of 4 discuss:
• What programs are less effective today? Why?• Where can we add social media?
© Novell, Inc. All rights reserved.27
Technical Communities
© Novell, Inc. All rights reserved.28
Why are there technical communities?
• IT people like to discuss, share and opine• Place to learn• Gather info for puchases
© Novell, Inc. All rights reserved.29
Why should we care?
• Very active/vocal• Read alot• Care about what peers have to say
© Novell, Inc. All rights reserved.30
Slashdot
• “News for nerds”• Submit and rank stories• Very technical
© Novell, Inc. All rights reserved.31
Toolbox
• Started as whitepaper site• Now a tech community• Lots of social media features• Very technical
© Novell, Inc. All rights reserved.32
Social Bookmarking
© Novell, Inc. All rights reserved.33
What are social bookmarks?
Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources Source: Wikipedia
© Novell, Inc. All rights reserved.34
Why should you care?
• Traffic– Digg: 40 million visitors– Reddit: 5 million– Stumbleupon: 5 million
• Rapid sharing• Link building
Creative Commons attribution
© Novell, Inc. All rights reserved.35
Digg
• Leading social news site• General news• Vote or “digg” articles• Questions about
neutrality
© Novell, Inc. All rights reserved.36
Delicious• Social tagging• Can friend• Can mark as private• Acquired by Yahoo in
2005
© Novell, Inc. All rights reserved.37
• Vote up or down• Acquired by Conde
Naste/Wired in 2006
© Novell, Inc. All rights reserved.38
Stumbleupon
• Post links• People are served
random pages• Based on interests
© Novell, Inc. All rights reserved.39
Multimedia
© Novell, Inc. All rights reserved.40
Types of sites
• Photos• Slideware• Podcasts
© Novell, Inc. All rights reserved.41
Why you should care
• Different people learn in different ways
© Novell, Inc. All rights reserved.42
Slideshare
• Presentations• Tons of traffic• LinkedIn integration
© Novell, Inc. All rights reserved.43
Flickr
• Popular photo sharing site
• Owned by Yahoo• Source of photos
© Novell, Inc. All rights reserved.44
Podcasts
• Audio file (MP3)• iTunes• Also podcast
directories• Another place to
syndicate content
•
© Novell, Inc. All rights reserved.45
Homework
© Novell, Inc. All rights reserved.46
• Identify three potential social media projects• Articulate goals for each• Bring to class tomorrow