Corporate Social Media Education – Social Media Academy

Social Media LeadershipCorporate Training Program

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.

You know why – we teach you how

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 education process 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 network”
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

Process Alignment Needed - Now

The five #1’s for Social Business
#1 Commercial ObjectiveBe recommended
#1 ChangeCreating a better customer experience
#1 ImplicationShifting gear in all departments (Marketing, Sales, Support, Product Management… )
#1 RealizationSocial media is a cross functional business initiative - Somebody has to start
#1 ResultBusiness growth through advocacy

Break Through That Wall
Marketing lost it’s edge
Sales operates rather disconnected
Product managers work in isolation
IT focuses on Data not Information

Result: An online shoe dealer worth $860 Million
Tony Hsieh (CEO) brought Zappos from $1.6Million in 2001 close to$ 1 BN in revenue by 2008 – It’s NOT an e-commerce success storybut a customer experience / social media success story.

Social Media Conquers Cubicles

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

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

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 teams and departments to engage in a cohesive way that leads to a more respected more competitive and recommended business

Sales Process Alignment

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

Methodical approach versus “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!

Social Business Applications
We can’t remember 4,000 contacts
We need to reduce the social background chatter
We need to help our teams focus on business onbectives

First Exercise
1) If you not already have, setup the following accounts:
LinkedIn (Profile brush-up and join a few relevant groups)
Facebook (consider it the personal side of your life)
Twitter (Be consistent with your profile)
Blogger (Create a blog if you don’t already have a blog)
MySpace (Setup an account and check if you find contacts)
Youtube (Try to find a video you can upload)
Flickr (Upload some of your photos)
SlideShare (setup a public and a private section)
2) Create a 1-3 slide self introduction
Upload to SlideShare, and embed in the experimental blog
http://soma-experimental-us-fall09.blogspot.com

Advanced Exercise
Create an assessment using the tools and the methods you learned so far
Use the 4 quadrant assessment model for
Customers and prospects
Brand and team
Partners
Competitors
Use the Assessment Report Format from Session 8
Each team mate will present one quadrant
Please complete and present at Session 11 (Social Media Plan)

How the class works

Corporate Training Class
Why only online?
Social media is all about online conversation, sharing experience and expertise, collaboration and interactions in many other ways. Online classes are the perfect “Exploratorium” to get to develop the new senses of the new world
How it works
All sessions are instructor led online classes
Typically twice a week for two hours a day
Exercises between each session
Tests after some sessions

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
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

Ongoing Guidance
Profile reviewsWe help all participants with profile enhancements and individual tips
Content GuidanceFinding the right blog topics is often not so easy, finding the right tone and size even harder. Identifying content and locations to post is not necessarily everybody’s second nature. We provide year round ideas for topics and guidance to develop the right content for your audience.
Socializing - Make it a habitWe are all social - yet, we need to make it a habit. It's like brushing teeth. Academy team members individually monitor our program members and help with tips and connections to make socializing a habit.
Routine Guide LinesDo you add your social network info to your email signature? Do you use it when you comment on other blogs? Did you try to do a personal video? Have you uploaded your latest presentation? Did you tweet about it? Hundreds of little things every day to remember. We coach program members to develop routines so that the day to day work in the social web becomes fun while the routine part is a fraction of the time than it maybe today.
Group ExercisesWe provide opportunities to join group exercises and practice certain aspects with others in a team environment.
Quarterly 1:1 MeetingEach member has a personal one hour session with the Academy leader per quarter. This session is to get some personal guidance outside the program.

ThankYou
+1 (650) 384 0057
xeesm.com/AxelS
xeesm.com/MaritaR
http://SocialMedia-Academy.com
+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

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Corporate Social Media Education – Social Media Academy

by Social Media Academy, Palo Alto #SMACAD on Feb 20, 2010

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