organization models for social media

© Copyright Xeequa Corp. 2008

Organization models for social media

2© Copyright Social Media Academy 2009

Copying or distribution is prohibited

Speaker Introduction

Axel SchultzePresident

XeeSM.com/AxelS

Axel Schultze is the founder and president of the Social Media Academy. He is an accomplished entrepreneur and experienced executive in the fields of social media, Software as a Service and global alliance management. He is an author, chaired Groups in industry associations and won the SF Entrepreneur Award in 2008.



Elevate your point of view for the next 50 minutes

Get away from the tools, blogs, campaigns and the other noise and elevate your point of view

Take off and have a look at the social media world from outer space.

Get a holistic view, let’s think business, implications and the consequential development.



Let’s start with YOU, ME, all of us

When you select a brand or product

You read blogsYou check forums or online groupsYou get some feedback in Twitter or other toolsYou ask friends in your social networkWhen you are “ready to buy” your brand and product decision is pretty much set in stone

Most of us ignore advertisingMost of us dismiss cold callsMost of us through mail in the waste basketMost of us have spam filtersMost of us have changed



Now let’s look at our companies

The current way of doing business:Buy contact lists, do mail shotsFrom small Google ads to bill boardsAugment lead generation with cold callsQualify, engage, try selling …Compete harder then ever – lower profits than everLead flow dried out

The previous slide indicated: A brand decision is made before a sales process even began.

A huge disconnect between company and market



Why social media IS NOT marketing

Why it appears so: Because marketing is the only budget an average social media “expert” can tap into.

Why it is not:The most asked question: “Has anybody experience with…”The second most searched term: “I have problems with…”Customers want to talk to real people – not to a “campaign” Customers have something important to say and need somebody to listenCustomers have a voice that an operations manager should be able to hear



Social media is where customers meet customers for

experience, skill development, failure prevention…



Social Media Stories / Cases

Domino Pizza– Video causing disasterMattel – Mother’s feedback – AwarenessStarbucks – Customer Co-Creation of businessBurger King – Attention Deficit – Drop your friendsBlend Tec – Video Clip – AwarenessDell – Holistic approach - RevenueLinkSys – customers help customers – support costCisco – Partner EngagementSkittles – Lot of noise – but new business?eBags – Product Quality Engagement +30%Salesforce.com – Idea Exchange

The larger portion of social media engagement is based on a tactical marketing idea – rather than a customer experience driven holistic business strategy.


Social Media A strategic approach



A strategic Model

Assessing what your customers, partners and the market has to sayAnalyze your strength and weakness, opportunities and threatsDevelop a strategy based on your findingsCreate a plan to execute the strategyBuild out an organizational structure that allows you to actually execute the strategyMeasure, model and tune your progress and results



Most likely corporate social media scenario

Company need to be more approachable and provide better touch points for customers and prospectsService response time and quality is not satisfactory – need improvementsProduct features do not exactly match what customers really wantOverly advertised products do not meet expectationProduct availability does not match consumer requirements

The social media requirements span everything from support, product definition, availability, sales, marketing and business approachability.



Developing a social media strategy

10 Questions to ask for forming a profound social media strategy

1) What is the purpose of the engagement?2) What are the main topics in the eco system?3) What are the top goals of our customers?4) What are our partners doing?5) Which internal groups need to be involved?6) What benefits can we offer?7) What will we need to do to achieve our and our

customers objectives?8) How will we leverage our team, partners and

other resources?9) What tools and places are important?10) How will we measure progress and success?

Don’t walk because it is too complex – make it work



Cross functional Social Media engagement

Product ManagementConnect with the market, listen to customers, give them part ownership, co-create what they wantThe most economic way to introduce a new product

Support GroupAugmenting support forces with engaged customers is more powerful and less costly than an outsourced call center and improves the customer experience

Logistics and ProcurementTrend analysis through a vast open network - think of the implication to procurement

SalesSocial selling is theoretically not new – yet with the new tools we see an 5X in productivity increase over traditional outbound sales calls

MarketingThe biggest change in marketing history – don’t market INTO but WITH your ecosystem


What are we talking about



Managing a community

180 large farmers in Brazil

800 US Customers

Over 500 groups and communities

Over 500 groups from New HollandIt takes probably 1-3 people in different countriesto properly engage and leverage that ecosystem



Social Media Leverage IS Orchestration, big time

Managing an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planning

Topics, timelines, sentiments and news need to be covered and at the same time company news, product launches, product updates, technology introductions, organizational changes need to be orchestrated

AGAIN: Customer Service, Support, Product Management, Sales, Procurement…



STOP !!!!

You cannot tweet and chat with your customers without the involvement of sales

You cannot discuss topics in a forum without the involvement of your support team

You cannot have a product feature dialog without the participation of your product managers

You cannot explore trends and demands without the inclusion of your procurement department


Social Media An organizational challenge



From a vertical to a horizontal structure

PASTA small group maybe in marketing focusing on social media “doer”

Managing the social media places and spaces and engaging with the communitiesPosting blog posts, dealing with comments and taking care of the communitiesThe rest of the organization continues with business as usual

FUTUREThe Social Media Service Team (ComStar™)

Works as an internal service team supporting all relevant departmentsThe whole organization develops a more connected approach organically



Social Media Growth

Phase IA few people blog, tweet, random noiseA “strategy” evolves based on some social media marketing ideas

Phase IILack of impact elevates the topic and some major social media campaigns get developedThe rest of the company does “business as usual”

Phase IIILack of impact – or worst – negative impact brings the engagement to a complete reviewA cross functional engagement strategy is on the agenda – social media rock stars are questionedA structural shift from isolated blogging and tweeting social media teams – to a social media service group.



Social Media Team Responsibility

The social media teams may grow and have different objectives, tasks, responsibilities and support different departments

Social relationships are like assets and other values and need to be treated that wayLike Finance and IT, the Social Media Team will service all aspects of an organization’s ecosystem

The core responsibilities include:Initial and ongoing assessmentManaging the social media strategyOrchestrating internal and external resources around the demand of the ecosystemManaging and reporting progress and objective achievements



Organization Size

Social media team considerations for different company sizes:

Small business 20-100 employeesSMT most likely 1-3 people

SMB 100-1,000 employeesSMT most likely 3-6 people

Enterprise > 1,000 employeesCountry organizationsProduct line or brand organizationsSMT may grow to 500+ people

It’s probably all initiated by one person!



Tools Selection – What makes sense for business

ONLY IF WE KNOW:What customers wantWhat the objectives areHow support needs tobe involvedWhat role PM playsHow sales will get engagedHow marketing will be involvedWhat our strategy is…

THEN WE SELECT THE APPROPRIATE TOOLS AND ENGAGE



Reporting – Reporting - Reporting

Network size

Connection strength

Influence

Social Capital

Sentiment

Communication frequency

Authority level

…



Methodical approach versus a “campaign”

Objective driven “Creating a better business experience for the respective eco system”Methodical assessment of the social landscape, customers, prospects, influencer, sentiments, brand presence, partners and competitors.Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterpriseDeveloping a strategic social media service organizationResult: Turning a company into a well recognized, approachable, and highly competitive organization!



Some of the key methodologies (5 out of 7)

Four Quadrant Assessment MethodologyCustomer, Brand, Partner, Competition

Hexagon Strategy FrameworkGoals, Mission, Benefits, Action, Programs, Reporting

NCP ModelNetwork – Contribution – Participation

ComStar Organization ModelA Social Media Service Architecture

Advocacy Driven Engagement ModelAdvocacy is the currency for customer satisfaction and business success



The new social media manager

Start with an assessment for the eco system you are currently responsibleShare it with others and help them do the sameDevelop a strategy that makes sense for the customersAgain work with others and guide and support themHelp the respective departments to understand that they need to remain responsible and keep controlDevelop a position of guidance and support, with ongoing monitoring you help the company to stay on top of things.Build your position on proven methodologies


Social Media AcademyLeadership Class



The Key Elements Of The Leadership Class

Cross functional business approachSocial media assessment methodSocial media strategy frameworkFunctional social media in sales, marketing, support, HR, logistics, product developmentTools, places & communitiesDetailed presence & execution planReporting & analyticsBudgets, resources, ROICorporate organization strategyConsulting & team building

MethodsModels

Frameworks



Leadership Class Details

Online Entrance Examination (required)All sessions are instructor lead online classes

US Morning Session 08:00 AM (PST)US Evening Session 05:00 PM (PST)EU Session starting 16:00 (BST) London timeAU Session starting 10:00 AM Sydney Time

Classes are 20 – 25 people maxLeadership Class, $3,195 /AU$3,920 / £1,960*

Admission at: http://www.socialmedia-academy.com payment: paypal or credit card* = Gold Member

http://www.socialmedia-academy.com/



Social Media Academy Team

Axel Schultze

Marita Roebkes

John Todor

Adrienne Corn

Walter Adamson

Kevin Mannion



Social Media Academy Alumni

Xeesm.com/KM Xeesm.com/LaureenEarnest Xeesm.com/MikeDubrall Xeesm.com/NancyChouXeesm.com/TomSwift Xeesm.com/SusanRice Xeesm.com/CatherineSherwood Xeesm.com/MarkEldridge Xeesm.com/ElsomEldridgeXeesm.com/SteveGasserXeesm.com/MatthiasBeckmanXeesm.com/MatsonSparlingXeesm.com/WendySoucieXeesm.com/LisaRobbXeesm.com/RMarkMooreXeesm.com/BarbaraDanielsXeesm.com/SpecialeXeesm.com/LamiaLeeXeesm.com/BoughtyXeesm.com/Walter



Thank You

© 2009 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy.

All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit.

Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057

(650) 384-0057

[email protected]



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

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