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Customer Experience Development Intro Webinar APAC

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The one hour introductory webinar is a deep dive and a compressed overview of methods, models, frameworks and strategies we are teaching in the leadership class. The intro webinar is not a promotional ...

The one hour introductory webinar is a deep dive and a compressed overview of methods, models, frameworks and strategies we are teaching in the leadership class. The intro webinar is not a promotional webinar but provies insight into the changing buying behaviors, process steps of a professional social media engagement for corporations and a list of things to consider once you go strategic.

Webinar date 07/31/09

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Customer Experience Development Intro Webinar APAC Customer Experience Development Intro Webinar APAC Presentation Transcript

  • Customer Experience Development Leadership Class Introduction Certified Social Media Consultant / Manager mr@socialmedia-academy.com © Copyright Xeequa Corp. 2008
  • 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 Schultze President XeeSM.com/AxelS Walter Adamson is the Founder and Principal at Digital Investor Pty Ltd and CEO at NewleaseG2M. NewleaseG2M is the exclusive partner in Australia for the Social Media Academy. Walter has been awarded with 6 Australian patents and is Advisor to the ICT Strategy Board of the Government of Victoria, Walter Adamson Australia. Australian Partner XeeSM.com/Walter © Copyright Social Media Academy 2009 2 Copying or distribution is prohibited
  • Elevate your point of view for the next 50 minutes Get away from the tools, blogs, campaigns and the other tactical noise 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. © Copyright Social Media Academy 2009 3 Copying or distribution is prohibited View slide
  • Let’s start with YOU, ME, all of us When you select a brand or product You read blogs You check forums or online groups You get some feedback in Twitter or other tools You ask friends in your social network When you are “ready to buy” your brand and product decision is pretty much set in stone Most of us ignore advertising Most of us dismiss cold calls Most of us through mail in the waste basket Most of us have spam filters Most of us have changed © Copyright Social Media Academy 2009 4 Copying or distribution is prohibited View slide
  • Now let’s look at our companies The current way of doing business: Buy contact lists, do mail shots From small Google ads to bill boards Augment lead generation with cold calls Qualify, engage, try selling … Compete harder then ever – lower profits than ever Lead 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 © Copyright Social Media Academy 2009 5 Copying or distribution is prohibited
  • It doesn’t happen to me This may work in B2C but not in B2B Elaborate sales processes Our industry is not ready Maybe high tech but not… My company is not ready for that All the complicated structures and responsibilities All good stuff – but security, integration… IT infrastructure dominance This time it doesn’t matter what excuses you may have © Copyright Social Media Academy 2009 6 Copying or distribution is prohibited
  • © Copyright Social Media Academy 2009 7 Copying or distribution is prohibited
  • If you don’t follow your customers There are numerous examples from past history, demonstrating what happens if customers take new routes. Many companies however just don’t recognize when that is happening to them. “No opportunity is lost – someone will take it” © Copyright Social Media Academy 2009 8 Copying or distribution is prohibited
  • Social Media closing the customer experience gap © Copyright Xeequa Corp. 2008
  • Social Media Campaign Building This is how most social media initiatives start: Let’s figure it out Anybody on Twitter? Let’s get something started We have to be there Build a social media campaign Using social media as a new channel Announcing stuff there Be fun and create some noise Celebrate success This was very cool We have a lot of follower on twitter and lots of fun stuff is going on The reality check Nothing changed © Copyright Social Media Academy 2009 10 Copying or distribution is prohibited
  • From a tactical campaign to a strategy Social media in business It’s about our customers – real people It’s about our brand as seen in the market It’s about our business development It’s about learning from our customers It’s about providing better services It’s about a better customer experience The result: Customer Advocacy © Copyright Social Media Academy 2009 11 Copying or distribution is prohibited
  • Starting with a professional assessment Citrix / Webex Assessment Presentation July 22nd © Copyright Social Media Academy 2009 12 Copying or distribution is prohibited
  • Creating a “Dual Presence” strategy 1. Companies need to be where their customers are Businesses will need to be present in the Public Branded various networks, groups, tools and initiatives Groups on LinkedIN, Facebook, MySpace, Twitter, SlideShare, YouTube, Flikr… 2. Companies need to have a space where they point their customers to Businesses also need a “social home” where they can point everybody to – where they can invite their customers © Copyright Social Media Academy 2009 13 Copying or distribution is prohibited
  • Social relationship considerations ABC Corporation Empower your partners because they “own” the social relationship to your customers © Copyright Social Media Academy 2009 14 Copying or distribution is prohibited
  • Understanding Customer Experience Customer experience is happening when: Customers search for solutions Customers look for recommendations Customers explore the competition Customers play / evaluate a product Customers use the product Customers need support Customers talk to other customers and talk about best practices and each others experience. Customers buy and interact with the company Customer experience is NOT happening in advertising, marketing, selling, CRM system… © Copyright Social Media Academy 2009 15 Copying or distribution is prohibited
  • Developing a social media strategy 10 Questions to form a 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) What are our competitors doing? 6) What places and networks are important? 7) What benefits can we offer? 8) What will we need to do to achieve our and our customers objectives? 9) How will we leverage our team, partners and other resources? 10) How will we measure progress and success? © Copyright Social Media Academy 2009 16 Copying or distribution is prohibited
  • Tools Selection – What makes sense for business ONLY IF WE KNOW: What customers want What our objectives are How support needs to be involved What role PM plays How sales will get engaged How marketing will be involved What our strategy is… THEN WE SELECT THE APPROPRIATE TOOLS AND ENGAGE © Copyright Social Media Academy 2009 17 Copying or distribution is prohibited
  • Orchestrating the customer experience Conducting an assessment and understand what the customers really want Building a strategy team that includes representatives from the customer base Creating a social media strategy Building a presence in the social web Involving the respective teams who have connection points to the customer Social media is no longer – yet another marketing campaign – but becomes a rock solid strategy to improve business results © Copyright Social Media Academy 2009 18 Copying or distribution is prohibited
  • Executing the new customer experience strategy The Social Media Service Team Works as a service team with the internal departments and the external members of the social media strategy team Very similar to IT, the Social Media Team supports all departments within an organization. The SMT works on strategy, performs assessments, provides tools and services but will most likely not execute. In other words it provides advice, guidance, tools and services, but the sales team still remains the main contact to customers, the service team continues to provide the services and so forth. The SMT may be in touch with the market but does not perform any business relevant activities with customers, prospects or partners. © Copyright Social Media Academy 2009 19 Copying or distribution is prohibited
  • Cross functional Social Media engagement Product Management Social Media is a perfect seeding ground to develop a co-creation strategy The most economic way to introduce a new product 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 theoretically not new – yet with the new tools it is truly a whole new customer experience Marketing The biggest change in marketing history – don’t market INTO but WITH your ecosystem © Copyright Social Media Academy 2009 20 Copying or distribution is prohibited
  • Reporting – Reporting - Reporting © Copyright Social Media Academy 2009 21 Copying or distribution is prohibited
  • 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 enterprise Managing resources, budgets, ROI… Tools may be free – time never will. 35 people cost $6 Million a year – you better understand what you are doing Result: Turning a company into a well recognized, approachable, and highly competitive organization! © Copyright Social Media Academy 2009 22 Copying or distribution is prohibited
  • Social Media Stories / Cases Domino Pizza– Video causing disaster Mattel – Mother’s feedback – Awareness Starbucks – Customer Co-Creation of business Burger King – Attention Deficit – Drop your friends Blend Tec – Video Clip – Awareness Dell – Holistic approach - Revenue LinkSys – customers help customers – support cost Cisco – Partner Engagement Skittles – 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. © Copyright Social Media Academy 2009 23 Copying or distribution is prohibited
  • The consulting side of the business Some consulting cost ranges: The assessment range: $ 5,000 - $50,000+ The strategy part: $10,000 - $300,000 Strategy execution: $ 5,000+ / month Consultants range from $200 - $800/hour Let’s say you task 35 people of your team @ $170k we are talking $6,000,000 Make sure you have adequate guidance $100 Million investments in Social Media do exist (1,600 people at $70,000 / year) © Copyright Social Media Academy 2009 24 Copying or distribution is prohibited
  • Social Media Academy Leadership Class © Copyright Xeequa Corp. 2008
  • The Key Elements Of The Leadership Class Cross functional business approach Social media in sales, marketing, support, hr, logistics, product development Social media assessment method Four quadrant assessment model Social media strategy framework The strategy hexagon Methods Tools, places & communities Models Balanced Presence Model Frameworks Corporate organization strategy The ComStar model Detailed presence & execution plan Reporting & analytics Budgets, resources, ROI © Copyright Social Media Academy 2009 26 Copying or distribution is prohibited
  • Collaborative Online Learning Experience We create our own community, use our own blog (not externally accessible) Classes work in teams Collaborative projects Networking as an experience Between each sessions we will work on exercises (individual or team work) Students accumulate credits through various activities including assignments, team collaboration, presentations… After some session you will complete tests At the end you will have a final test and graduate Joining an international social media experts community © Copyright Social Media Academy 2009 27 Copying or distribution is prohibited
  • 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 time AU Session starting 10:00 AM Sydney Time Classes are 20 – 25 people max Pricing Foundation Class, 4 days $475 / AU$585 / £290* Leadership Class, 14 days $3,195 /AU$3,920 / £1,960* Admission at: http://www.socialmedia-academy.com payment: paypal or credit card * = Gold Member © Copyright Social Media Academy 2009 28 Copying or distribution is prohibited
  • Social Media Academy Team Axel Schultze XeeSM.com/axels Marita Roebkes XeeSM.com/maritar John Todor Adrienne Corn Walter Adamson XeeSM.com/walter Kevin Mannion XeeSM.com/km © Copyright Social Media Academy 2009 29 Copying or distribution is prohibited
  • Social Media Academy Alumni XeeSM.com/KM XeeSM.com/LaureenEarnest XeeSM.com/MikeDubrall XeeSM.com/NancyChou XeeSM.com/TomSwift XeeSM.com/SusanRice XeeSM.com/CatherineSherwood XeeSM.com/MarkEldridge XeeSM.com/ElsomEldridge XeeSM.com/Steve XeeSM.com/MatthiasBeckman XeeSM.com/MatsonSparling XeeSM.com/WendySoucie XeeSM.com/LisaRobb XeeSM.com/RMarkMoore XeeSM.com/BarbaraDaniels XeeSM.com/Walter XeeSM.com/LamiaLee XeeSM.com/Boughty XeeSM.com/Speciale XeeSM.com/TomSwift © Copyright Social Media Academy 2009 30 Copying or distribution is prohibited
  • Thank You Social Media Academy - Australia Social Media Academy – USA Walter Adamson Marita Roebkes 456 Lonsdale St 228 Hamilton Ave. Melbourne 3000 Palo Alto, CA, 94301 +61 403 345 632 +1 (650) 384 0057 XeeSM.com/Walter XeeSM.com/MaritaR info@socialmedia-academy.com © 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 © Copyright Social Media Academy 2009 31 Copying or distribution is prohibited
  • 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 © Copyright Social Media Academy 2009 32 Copying or distribution is prohibited