2010 x change-social_media-academy
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XChange Tech Innovators 2010
Leveraging Social Mediaas a way to grow business
Axel SchultzeCEO Xeesm Corp
FounderSocial Media Academy
Social Media Specific TrainingsOver 3,000 participants from 24 countries
Social Media Strategist CertificationCorporate Social Media EducationChannel Empowerment ProgramsChannel Management Training
Social Media Academy
Understand the change
The model of influence has changed
1990’s• Source: Technology magazines• Influencer: Media• How: Inquiries through fax
2000’s• Source: Internet websites• Influencer: References, Vendor presence • How: Inquiries through online forms
2010’s• Source: Search & Social Media• Influencer: User generated content• How: Direct request with SKU and price
expectation
News paper
+ Bill boards
+ Tradeshows
+ Internet reg. pages
+ TV commercials
????
The new product discovery model
Social media is where customers meet customers for
experience, skill development, failure prevention…
The Educated Purchase Decision
UP UNTIL RECENTLYExperts in storesIndustry analystsVendor based expertise
Educated Purchase Decision
THE CHANGEExperienced customersBloggerEngaged users
Educated Purchase Decision
…what star sales guys do on the green - socialize
Let all sales people do…
The five #1’s for Social Media In Channels
#1 Overall Business ObjectiveBe recommended
#1 RealizationChannel partners continue the own the customer relationship (more than ever)
#1 ChangePartners Need to build an active presence
#1 ImplicationInvest in partner empowerment
#1 ResultMaking your partners the biggest recommendation base
Is it cost or lethargy?
Social networks $0.00Presence building $500Training $695Program Consulting
$10,000+Monitoring tools $300
Old world:Lead generation / lists
$3,000Outsourced call centers $25,000News paper, yellow pages $5,000+Google ads
$5,000+
TIME?Don’t dare to spend a second on any networkExclusively spend time with your customers
Where to start?
Step by step engagement
Social partner relationshipsShare with each other where you are
Vendors to empower partnerPartner empowerment programs (training), motivation
and success programs
Partners to recommend vendorsProactive contribution in the social web, becoming part
of the recommendation chain and defend your position as middleman
Share your social presence with each other
Obstacle No.1 • We don’t even know who is • active and where they are…
Create a free Xeesm andintroduce yourself• Xeesm.com/yourname Xeesm.com/AxelS
Professional Social Relationship Management
Don’t search around for your partners or vendor contacts
Keep them all together in a “Social Address Book”
It can be integrated in Salesforce.com
Strengthen your relationships
Partner Empowerment
Obstacle No.1 • We don’t even have a strategy ourselves
Training is all your partners need• To develop your presence• Learn to identify the influencer• From socializing to business engagement• Demand generation 2.0 practice • …
Social Media Based Partner Program
ObjectivesReviewRewards
Vendor Side Social Media Strategy Part II
Got channels? Amplify the partners engagement
• Mention their posts on your site• Re-tweet their content• Reiterate their comments• Mention their answers• Introduce their teams• …
Develop a high impact plan for your channel team what to do and when
Start social media monitoring
Recommend your vendors
Obstacle No.1• We don’t even know where our customers are
Identify your customers presenceProactively contribute to the conversationsDefend your position as middleman
Build your presence
Technology VAR PresenceAccelBus Systems - 360Aryan partners - 671BlueWolf - 168,000Compvue - 3,610
Technology VAR PresenceAccelBus Systems - 360Aryan partners - 671BlueWolf - 168,000Compvue - 3,610
Wendy Soucie ‘s presence :“25,000 reasons to talk to me”
Wendy Soucie ‘s presence :“25,000 reasons to talk to me”
Leverage monitoring tools
Know when somebody asks “Does anybody has experience with… Catch discussions around your products or brands Be alerted when your prospects are active Win back influence
Professional Social Relationship Management
Create your social address book of customers
Visit all your customers weekly Know what’s on top of their mindYou see last touchesMonitor objectives
Instead of browsing and searching through Twitter, Facebook and LinkedIn :
Focus
Recognize the implicatyions
Summary
Your channel can recommend your products like no direct sales force ever can
© Copyright Xeequa Corp. 2008
http://bit.ly/xti10Presentation to dowload
Get your ducks in a rowI’m happy to help+1 (650) 384-0057
xeesm.com/AxelS
Thank You
Questions & Answers
Q + A
Resources – Connections
Http://socialmedia-academy.comHttp://xeesm.com
http://www.linkedin.com/groups?gid=2698760 http://www.linkedin.com/groups?gid=2785151http://www.linkedin.com/groups?gid=1768647
About
The Social Media Academy is an education and research institute providing education for business professionals from all industries on how to best apply social media to their respective businesses. The main emphasis is to help business managers and consultant to get a comprehensive education on Social Media, including strategy development, planning, execution, tools, resources ways to report and analyze development and success and help understand the evolutionary changes in our society. As part of the educational development, the Social Media Academy conducts research exploring the ongoing changes in the field and support the continuous learning process as well as monitor ongoing changes in the field.
The main course is the institute’s leadership class which focuses on how to plan, implement and engage with social media in all business areas including marketing, sales, product development, service & support, logistics, administration and engineering.
The Social Media Academy is based in Palo Alto, California. For more information go to http://www.socialmedia-academy.com