Certified Social Media Strategist Program 2010

Social Media Leadership ClassCertified Social Media StrategistCertified Social Media Strategist

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

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

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.

Implications to business

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

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

Social media is where customers meet customers forexperience, skill development, failure prevention…

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

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.

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

Zero Budget Engagement

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).
ROI

From Assessment To Execution

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

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
Sales
Social selling is nothing new – yet by aligning the sales processes to match the new buying behavior it is a whole new game
Marketing
The biggest change in marketing history – don’t market INTO but WITH your ecosystem

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

Reporting and analytics in the social web
Social media monitoring
Influence
Sentiment
Authority level
Connection strength …
You will learn about the top 10 reporting tools out of ~100 and havehands on experience with 3-5

Methods Models & Frameworks

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

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.

A Successful Consulting Business

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

Certified Social Media StrategistLeadership Class

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

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
MethodsModelsFrameworks

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

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

Social Media Academy Alumni (Summer 2009)
http://Xeesm.com/KM
http://Xeesm.com/LaureenEarnest
http://Xeesm.com/MikeDubrall
http://Xeesm.com/NancyChou
http://Xeesm.com/TomSwift
http://Xeesm.com/SusanRice
http://Xeesm.com/CatherineSherwood
http://xeesm.com/MarkEldrige
http://Xeesm.com/ElsomEldridge
http://xeesm.com/Steve
http://xeesm.com/MatthiasBeckmann
http://xeesm.com/MatSpar/
http://Xeesm.com/WendySoucie
http://Xeesm.com/LisaRobb
http://Xeesm.com/RMarkMoore
http://xeesm.com/wk4coffee/
http://Xeesm.com/Speciale
http://Xeesm.com/LamiaLee
http://Xeesm.com/Boughty
http://Xeesm.com/Walter

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

ThankYou
+1 (650) 384-0057
http://xeesm.com/SMACAD
© 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

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

Certified Social Media Strategist Program 2010

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