Social media class 4 v2

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Transcript of Social media class 4 v2

  • 1. Class 4:Tips, Tricks and PlanningFrank DaysJanuary 2010

2. Agenda Tips and Tricks Exercise Engagement Planning2 Novell, Inc. All rights reserved. 3. ClassesClass 1: Intro to Social Media MarketingClass 2: Social Media The Big ThreeClass 3: Best of the RestClass 4: Tips, Tricks and Tools3 Novell, Inc. All rights reserved. 4. Social Media Framework ContentConnections Campaigns How dowe make it real? Presence What arethe right channels?What are Goalsthe program goals?4 Novell, Inc. All rights reserved. 5. Social media goals for Novell5 Novell, Inc. All rights reserved. 6. 1. Engage with customers, prospectsand partners to improve marketingand retention6 Novell, Inc. All rights reserved. 7. 2. Join conversation and becomethought leaders to build awarenessand change perceptions7 Novell, Inc. All rights reserved. 8. 3. Support specific awareness anddemand generation goals8 Novell, Inc. All rights reserved. 9. 4. Improve marketing productivity byamplifying our messaging9 Novell, Inc. All rights reserved. 10. 5. Provide supporting to customers where they expect us in social media10 Novell, Inc. All rights reserved. 11. Tools of the trade11 Novell, Inc. All rights reserved. 12. Forrester Groundwell model Social media is about: Listening Talking Energizing Supporting Embracing12 Novell, Inc. All rights reserved. 13. Listening Look before you leap Know what people are saying Follow the conversation13 Novell, Inc. All rights reserved. 14. Talking Leave comments Create content Share our stories Amplify our message14 Novell, Inc. All rights reserved. 15. Energizing Rating and reviews Create a community Engage that community15 Novell, Inc. All rights reserved. 16. Supporting Users supporting users Novell supporting users Listen and respond16 Novell, Inc. All rights reserved. 17. Embracing Getting closer to customers Involving in development process Fast iteration with better information17 Novell, Inc. All rights reserved. 18. Social media workflow18 Novell, Inc. All rights reserved. 19. Social media in... 30 minutes a day: 60 minutes a day Put an appointment on calendar Appointment in afternoon too Check out feed reader Create a piece of original> Comment, share or bookmarkcontent Look at primary channel> Question, comment and respond Share> New content and updates Connect> Engage at least one newperson/site/blog 19 Novell, Inc. All rights reserved. 20. Exercise20 Novell, Inc. All rights reserved. 21. Identify three potential social media projects Articulate goals for each21 Novell, Inc. All rights reserved. 22. 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?22 Novell, Inc. All rights reserved. 23. Plan Template23 Novell, Inc. All rights reserved. 24. Step one: Set goals24 Novell, Inc. All rights reserved. 25. Goal setting questions Why do you need social media? How does this fit into strategy? How are others using social media?25 Novell, Inc. All rights reserved. 26. 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?26 Novell, Inc. All rights reserved. 27. Step Two:Identify Channels27 Novell, Inc. All rights reserved. 28. Focus on tier one sites to start Tier one sitesTier two sites Novell forums Cool Solutions28 Novell, Inc. All rights reserved. 29. Step Three: Assess Content29 Novell, Inc. All rights reserved. 30. 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?30 Novell, Inc. All rights reserved. 31. Types of Content Blog posts Podcasts Status updates Presentations Whitepapers Short documents Webcasts/radio Videos Flash explainers31 Novell, Inc. All rights reserved. 32. Step Four: Make Connections32 Novell, Inc. All rights reserved. 33. Engagement questionsWho 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 - Thousands33 Novell, Inc. All rights reserved. 34. Step Five:Create Campaigns34 Novell, Inc. All rights reserved. 35. 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?35 Novell, Inc. All rights reserved. 36. Build a timeline36 Novell, Inc. All rights reserved. 37. Timeline Tasks Creating strategy and goals Identify budget/resources Content strategy Channels decision Presence established Making connections Create content Launching campaigns Reviewing program37 Novell, Inc. All rights reserved.