Certified Social Media Strategist Program 2010

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Axel Schultze, founder and president of the Social Medi Academy introduced in this webinar the upcoming …

Axel Schultze, founder and president of the Social Medi Academy introduced in this webinar the upcoming

Certified Social Media Strategist Program 2010


* * The implication of the social customer to any business
* * A zero budget engagement plan
* * A sound social media plan from assessment to execution
* * Selection criteria for social media tools
* * Reporting and analytics in the social web
* * Rules of engagement, management requirements
* * Methods, models and frameworks
* * How to create a successful consulting business from scratch
* * New career opportunities with social media


More in: Education , Business
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  • Leadership class for Social Media Academy Certified Consultant (SMCC) – Starts June 5


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  • If we missed you at the intro webinar “Certified Social Media Strategist Program 2010” we made the recorded webinar available on our blog


    Our next intro webinar will be on February 3rd -


    next leadership class starts on February 10th


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  • 1. Social Media Leadership ClassCertified Social Media StrategistCertified Social Media Strategist
  • 2. Speaker Introduction
    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.
    Axel SchultzePresident
  • 3. Agenda
    The implication of the social customer to any business
    A zero budget engagement plan
    A sound social media plan from assessment to execution
    - Selection criteria for social media tools
    - Reporting and analytics in the social web
    - Rules of engagement, management requirements
    Methods, models and frameworks
    How to create a successful consulting business from scratch
    New career opportunities with social media
  • 4. Academy Intro
    Social Media Academy started in Jan 2009
    The mission is to provide the most comprehensive social media education
    We had over 3,000 participants from 24 countries in our various education programs
    Social Media Academy today is in the US (HQ Palo Alto), Europe (London) and Australia (Melbourne)
    Faculty are all active practitioner
    Please join our groups, talk to our Alumni, learn from past students what it takes.
  • 5. Implications to business
  • 6. This is not applicable to our business
    This may work in B2C but not in B2B
    This is good for B2B but not B2C
    Our industry is not ready
    My customers are not there yet
    Our competitors don’t do anything either
    My customer never asked me about social media
  • 7. The model of influence changed in its foundation
    Lead flow as an indicator how customers get engaged.
    Leads typically represented the start of a process ending with an “Educated Purchase Decision” – it was the begin of a sales process
    BUT - The customer educationprocess changed, the lead flow dried out!
    + Internet reg. pages
    + TV commercials
    + Tradeshows
    + Bill boards
    News paper
  • 8. Social media is where customers meet customers forexperience, skill development, failure prevention…
  • 9. Why social media IS business
    The most asked question: “Has anybody experience with…”
    60%-80% of purchases are based on recommendations. Sales and Marketing need to be part of that “recommendation chain”
    The second most searched term: “I have problems with…”
    Over 80% of user problems are solved in groups. Service teams need to be part of that circle.
    New products are primarily discussed in the social web – not based on a TV commercial.
    Product management need to understand the dynamics in the social web
    Future buying trends are discussed in social media – here and now
    Logistics managers need to understand how to identify trends early on
  • 10. A shoe dealer get acquired for $860 Million
    Tony Hsieh (CEO) brought Zappos from $1.6Million in 2001 close to$ 1 BNin revenue by 2008 – It’s NOT an e-commerce success storybut a customer experience / social media success story.
  • 11. The five #1’s for Social Business
    #1 Commercial ObjectiveBe part of the “Recommendation chain”
    #1 ChangeCreating a better customer experience
    #1 ImplicationShifting gear in support, product design teams, sales, and marketing
    #1 RealizationSocial media powers a cross functional business initiative – not a marketing campaign
    #1 ResultBusiness growth through advocacy
  • 12. Zero Budget Engagement
  • 13. Resources, budgets, ROI
    Tools may be free – time never is
    We need to help companies understand that the investment is a SHIFT IN RESOURCES – not a financial investment.
    Social media is a zero budget investment and only takes an initial investment in an experienced consultant.
    Social media ROI is investment in a customer community over the return from that community (dollars on both sides of the equation).
  • 14. From Assessment To Execution
  • 15. Strategic Social Media Engagement
    Starting with a thorough assessment
    Understand strength and weaknesses, opportunities and threats
    Develop a strategy based on a strategy model
    Create an executable plan
    Understand organizational structures
    Execute and report progress, failure and success
  • 16. Cross functional Social Media engagement
    Product Management
    Social Media is the most economic way to introduce a new product
    It’s a perfect seeding ground for a co-creation strategy
    Support Group
    Augmenting support forces with engaged customers is very powerful – improves the customer experience
    Logistics and Procurement
    Trend analysis through a vast open network - think of the implication to procurement
    Social selling is nothing new – yet by aligning the sales processes to match the new buying behavior it is a whole new game
    The biggest change in marketing history – don’t market INTO but WITH your ecosystem
  • 17. Selection criteria for social media tools
    You will learn how to select the tools based on a given strategy – not build a strategy around tools.
    We will help you build a presence and review the development of your presence
    You will be able to help your business or client to select the tools that are right for them
  • 18. Reporting and analytics in the social web
    Social media monitoring
    Authority level
    Connection strength …
    You will learn about the top 10 reporting tools out of ~100 and havehands on experience with 3-5
  • 19. Methods Models & Frameworks
  • 20. Methodology Overview
    Four Quadrant Assessment Methodology
    Customer, Brand, Partner, Competition
    NCP Model
    Network – Contribution – Participation
    Strategy Hexagon
    Goal, Mission, Benefit, Action, Program, Report
    Dual Presence Strategy
    Balanced approach for public and branded communities
    Advocacy Driven Engagement Model
    Currency for customer satisfaction and business success
    Organization Model
    A Social Media Service Architecture
    Social Media ROI
    How to deal with it how to calculate
  • 21. Methodical approach versus a “SMM Campaign”
    Objective driven, mutually* beneficial social media initiatives (* company & customer)
    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 enterprise
    Tools selection, presence building, managing resources, budgets, ROI…
    Result: Turning a company into a well recognized, highly approachable, and top competitive organization!Competing for customers today = competing for their mind share.
  • 22. A Successful Consulting Business
  • 23. Build a sustainable & profitable consulting practice
    You have three major aspects of consulting:
    You help people develop a strategy
    You provide services your clients can’t do themselves
    You do what your clients don’t want to do
    Your social media services:
    Social Media Strategy develop
    Social media assessments (audits)
    Create executable plans and work with the teams
    Presence building and “technical” realization
    Content development
    Social Media Monitoring services
    Ongoing guidance and programs development
    Training and education
  • 24. Certified Social Media StrategistLeadership Class
  • 25. Leadership Class Details
    Entrance Exam (Required)
    All sessions are instructor led online classesstart at 08:00am (PST)
    Twice a week for two hours a day
    Small classes , max. 20 people
    Between each sessions we will work on exercises
    After some of the sessions you will complete a test
    At the end you will have a final test and graduate
    Leadership Class, 14 sessions $3,795 *
    (Equivalent to $135 / webinar hour, plus you get all the hands on exercises, guidance and collaboration)
    Register at: http://www.socialmedia-academy.com
    Payments need to be made in order to get class confirmation and community access* = Early Bird registration is $3,195 by January 26
  • 26. The Key Elements Of The Certification
    Cross functional business approach
    Social media assessment method
    Social media strategy framework
    Functional social media in sales, marketing, support, HR, logistics, product development
    Tools, places & communities
    Detailed presence & execution plan
    Reporting & analytics
    Budgets, resources, ROI
    The seven Social Media Methodologies
    Corporate organization strategy
    Consulting & team building
  • 27. Session 7 Marketing
    Exercise:Create a set of marketing objectives for a business
    Session 8 Social Media Assessment
    Group Exercise:Create a plan for a social media assessment
    Session 9 Reporting Tools
    Group exercise:Create a complete social media assessment
    Session 10 Strategy development
    Exercise:Develop a social media strategy for your own business
    Session 11 Social Media Plan
    Exercise:Craft a media plan
    Session 12 Budgets, Resources & ROI
    Session 13 Human Resource and human talent development
    Session 14 The social media department
    Session 1 Corporate social media purpose and objectives
    Exercise:Create a video introduction of yourself
    Session 2 Networking and socializing - art or science
    Group Exercise:Developing a personal time table for social business engagements
    Session 3 Social media presence development
    Exercise:Refining your profile and optimize your presence.
    Session 4 Social media in a corporate environment
    Exercise:Define a social vision for your own business
    Session 5
    PM & Support
    Group Exercise:Formulate social media integrated product strategy
    Session 6 Sales (direct & Indirect), Social CRM
    Exercise:Develop a set of tasks for a sales organization
    Session Overview
  • 28. Social Media Academy Team
    Axel Schultze http://xeesm.com/AxelS
    John Todor http://xeesm.com/JohnTodor
    Adrienne Corn http://xeesm.com/AdrienneCorn
    Walter Adamson http://xeesm.com/Walter
    Kevin Mannionhttp://xeesm.com/KM
    Marita Roebkes http://xeesm.com/MaritaR
  • 29. Social Media Academy Alumni (Summer 2009)
  • 30. Steps to join the academy
    Make an entrance Examhttp://www.surveymonkey.com/s.aspx?sm=7olqhNTyQoYwNj8Oe1Dyxw_3d_3d
    Arrange for an interview+1 (650) 384 0057
    Register and pay online:US Programhttp://www.socialmedia-academy.com/blog/index.php/us-program/leadership-class/
    EU Programhttp://www.socialmedia-academy.com/blog/index.php/eu-program/leadership-class/
    Class starts Feb 10 - 2010
    Last session & graduation tests March 26
  • 31. ThankYou
    +1 (650) 384-0057
    © 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
  • 32. 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