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

1. Customer Experience Development
Leadership Class Introduction
Certified Social Media Consultant / Manager
mr@socialmedia-academy.com
© Copyright Xeequa Corp. 2008

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 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
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3. 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.
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4. 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
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5. 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
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6. 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
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7. © Copyright Social Media Academy 2009 7 Copying or distribution is prohibited

8. 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”
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9. Social Media
closing the customer experience gap
© Copyright Xeequa Corp. 2008

10. 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
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11. 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
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12. Starting with a professional assessment
Citrix / Webex Assessment
Presentation July 22nd
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13. 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
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14. Social relationship considerations
ABC Corporation
Empower your partners because they “own” the social relationship to your customers
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15. 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…
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16. 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?
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17. 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
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18. 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
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19. 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.
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20. 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
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21. Reporting – Reporting - Reporting
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22. 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!
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23. 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.
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24. 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)
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25. Social Media Academy
Leadership Class
© Copyright Xeequa Corp. 2008

26. 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
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27. 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
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28. 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
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29. 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
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30. 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
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31. 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
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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
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