1. Class 2:
Social networks - The big three
Frank Days
December 2009

2. Agenda
• Overview
• Homework review
• Facebook
• LinkedIn
• Twitter
• Homework
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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. Facebook
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6. 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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7. Member demographics
• More female
• 18-34
• More affluent
• In college/college educated
Quantcast
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8. Traffic is Flattening
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9. Etiquette
• People see as personal
• Mind your privacy
• Be a friend
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10. Why you should care about
Facebook?
• 350 million users
• Velocity of sharing
• Competitors are there
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11. SAP Facebook Page
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12. Our “official” Facebook strategy
• “Official” Novell fan page
• “Unofficial” pages
• Feeds from other sources
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13. 9 things you can do with Facebook
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14. 1. Update your status
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15. 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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16. 3. Add to your email signature
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17. 4. Friend customers or partners
• When the time is right:
– Prospects
– Customers
– Vendors
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18. 5. Become a fan of Novell
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19. 6. Check out your competitors
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20. 7. Share Novell videos
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21. 8. Social bookmarks to Facebook
• Via Social RSS/Applications
• Help spread the word
• Amplify our messages
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22. 9. “Like” Novell stuff
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23. LinkedIn
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24. Background
• Build list of trusted connections
• Find jobs, people and opportunities
• Questions
• Groups
Demographics from Quantcast
• API
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25. Member demographics
• More male
• 35+
• No kids
• College educated
Demographics from Quantcast
Demographics
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26. Has traffic peaked?
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27. Etiquette
• Normal rules
• Less casual about connecting
• Groups vary in activity
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28. Our LinkedIn strategy
• “Official” Novell group
• “Unofficial” pages
• Feeds from other sources
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29. 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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30. 9 things you can do with LinkedIn
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31. 1. Friend customers or partners
• When the time is right:
– Prospects
– Customers
– Vendors
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32. 2. Turbocharge your profile
• Mark profile public
• Mention product and
market keywords
• Get found in searches
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33. 3. Create a custom URL
Create a short URL to your with keywords
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34. 4. Answer questions
• Answer questions
• Demonstrate that
Novell knows
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35. 5. Participate in groups
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36. 6. Add Slideshare application
Share presentations
Consult with manager
about privacy/
proprietary data
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37. 7. Add to your email sig
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38. 8. Check out competitors
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39. 9. Update your status
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40. Twitter
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41. Twitter background
• Place to update status
• Direct communication
• New star system
• Open API
• Rapid innovation
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42. Why you should care about Twitter
• 3 million people screaming
• Broad syndication
• Ecosystem/option value
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43. Member demographics
• More female
• 18-34
• More affluent
• College
Demographics from Quantcast
• Small kids
Quantcast
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44. Trafficis Flattening
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45. “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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46. Our “official” Twitter strategy
• “Official” Novell account
• “Unofficial” pages
• Share news, updates,
blogs, etc.
• Connect with influencers
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47. 9 things you can do with Twitter
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48. 1. Follow Novell
• Help retweet the word
• Make it easier for
people to find our stuff
• Amplify our messages
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49. 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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50. 3. Create a list of friends
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51. 4. Retweet someone you don't know
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52. 5 @reply someone – it is flattering
Retweet someone you don't know
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53. 6. Share Novell content
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54. 7. Get a twitter client like Tweetdeck
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55. 8 Setup a Twitter search
http://search.twitter.com
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56. 9. Add to signature
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57. Homework
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58. • Ask a question on LinkedIn, Facebook or Twitter
• Join one new network
• Post on piece of content
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