Social media class 4 v2
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Transcript of Social media class 4 v2
Class 4:Tips, Tricks and Planning
Frank DaysJanuary 2010
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Agenda
• Tips and Tricks• Exercise• Engagement• Planning
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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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Social media goals for Novell
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1. Engage with customers, prospects and partners to improve marketing and retention
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2. Join conversation and become thought leaders to build awareness and change perceptions
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3. Support specific awareness and demand generation goals
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4. Improve marketing productivity by amplifying our messaging
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5. Provide supporting to customers where they expect us in social media
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Tools of the trade
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Forrester Groundwell model
Social media is about:• Listening• Talking• Energizing• Supporting• Embracing
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Listening
• Look before you leap• Know what people are
saying• Follow the conversation
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Talking
• Leave comments• Create content• Share our stories• Amplify our message
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Energizing
• Rating and reviews• Create a community• Engage that community
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Supporting
• Users supporting users• Novell supporting users• Listen and respond
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Embracing
• Getting closer to customers• Involving in development process• Fast iteration with better information
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Social media workflow
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Social media in...
• 30 minutes a day:– Put an appointment on calendar– Check out feed reader
> Comment, share or bookmark
– Look at primary channel> Question, comment and respond
– Share> New content and updates
– Connect> Engage at least one new
person/site/blog
•
• 60 minutes a day– Appointment in afternoon too– Create a piece of original
content
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Exercise
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• Identify three potential social media projects• Articulate goals for each
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In groups of 4 discuss:
• Break up by solution or functional area• Discuss what is our social media project?• What do we hope to achieve?
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Plan Template
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Step one: Set goals
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Goal setting questions
• Why do you need social media?• How does this fit into strategy?• How are others using social media?
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What would success look like?
• Activity?• Engagement?• Results?
• Examples:– What one number are you looking to move?– What five people who need to know about you?
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Step Two: Identify Channels
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Focus on tier one sites to start
Tier two sitesTier one sites
Novell forums
Cool Solutions
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Step Three: Assess Content
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Content questions
• What do you already have?• What can be repurposed?• Who can create content? How frequent?• What are your competitors creating?• What kind of time/budget?
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Types of Content
• Blog posts• Podcasts• Status updates• Presentations• Whitepapers• Short documents• Webcasts/radio• Videos• Flash explainers
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Step Four: Make Connections
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Engagement questions
• Who are the key influencers?• What are people talking about?• What is your friending/following strategy?• Are there commenting opportunities?• How do we get more connected?
User Community - Thousands
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Step Five: Create Campaigns
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Campaign questions
• What campaigns are people running?• How successful are they?• What makes them successful?• What ideas do you have?• How will we know if they are successful?
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Build a timeline
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Timeline Tasks
• Creating strategy and goals• Identify budget/resources• Content strategy• Channels decision• Presence established• Making connections• Create content• Launching campaigns• Reviewing program