Customer Experience DevelopmentLeadership Class IntroductionCertified Social Media Consultant / Managermr@socialmedia-academy.com

Speaker IntroductionAxel 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 SchultzePresidentXeeSM.com/AxelS

Social Media Phenomenon300 Million using the social web – can’t be all kids.$23 Billion advertising shift to online media in 2008 and $1B add revenue reported by MySpace no longer funny money.25,000 business groups on Yahoo alone can’t be all faked.A presidential campaign based on Social Media is more than an experiment.Companies with $100 Million social media budget is no longer a game.

Elevate your point of view for the next 50 minutesGet away from the tools, blogs, campaigns and the other noise and elevate your point of viewTake 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.

Let’s start with YOU, ME, all of usWhen you select a brand or productYou read blogsYou check forums or online groupsYou get some feedback in Twitter or other toolsYou ask friends in your social networkWhen you are “ready to buy” your brand and product decision is pretty much set in stoneMost of us ignore advertisingMost of us dismiss cold callsMost of us through mail in the waste basketMost of us have spam filtersMost of us have changed

Now let’s look at our companiesThe current way of doing business:Buy contact lists, do mail shotsFrom small Google ads to bill boardsAugment lead generation with cold callsQualify, engage, try selling …Compete harder then ever – lower profits than everLead flow dried outThe previous slide indicated: A brand decision is made before a sales process even began.A huge disconnect between company and market

Customer Experience DisconnectThe disconnect in the way we all select and buy – and the way we sell results in a rather uncomfortable customer experience.Your companies influence in the purchase process is at the lowest level ever“anybody experience with…” is the most asked question by customers in the social web – the answers are provided by everybody but you.The “Customer Experience” happens outside the reach, the control and even outside the awareness of the businesses

It doesn’t happen to meThis may work in B2C but not in B2BElaborate sales processesOur industry is not readyMaybe high tech but not…My company is not ready for thatAll the complicated structures and responsibilitiesAll good stuff – but security, integration…IT infrastructure dominanceThis time it doesn’t matter what excuses you may have

Customers created their own customer experience model

Social Media closing the customer experience gap

Alignment: Social Media & Corporate ObjectivesCompanies can’t just say – “Hey everybody goes on LinkedIn, let’s have a page on Facebook and start twittering”Companies need to manage their possible presence in the social web in a holistic way, incorporating:Corporate objectivesTeamsBrandsProductsProcessesCompanies are complex organisms that are managed by key value pairs like “Objectives – Achievements” “Investments – Returns” “Strategy – Execution” …

Starting with a professional assessmentYour customersYour statusYour teamYour partnersYour competitorsCitrix / Webex AssessmentPresentation July 22nd

Creating a “Dual Presence” strategyCompanies need to be where their customers areBusinesses will need to be present in the various networks, groups, tools and initiativesGroups on LinkedIN, Facebook, MySpace, Twitter, SlideShare, YouTube, Flikr…2. Companies need to have a space where they point their customers toBusinesses also need a “social home” where they can point everybody to – where they can invite their customers

Social relationship considerationsABC CorporationEmpower your partners because they “own” the social relationship to your customers

Developing a social media strategy10 Questions to form a social media strategyWhat is the purpose of the engagement?What are the main topics in the eco system?What are the top goals of our customers?What are our partners doing?What are our competitors doing?What places and networks are important?What benefits can we offer?What will we need to do to achieve our and our customers objectives?How will we leverage our team, partners and other resources?How will we measure progress and success?

Cross functional Social Media engagementProduct ManagementSocial Media is a perfect seeding ground to develop a co-creation strategyThe most economic way to introduce a new productSupport GroupAugmenting support forces with engaged customers is very powerful – improves the customer experienceLogistics and ProcurementTrend analysis through a vast open network - think of the implication to procurementSalesSocial selling is theoretically not new – yet with the new tools it is truly a whole new customer experienceMarketingThe biggest change in marketing history – don’t market INTO but WITH your ecosystem

Tools Selection – What makes sense for businessONLY IF WE KNOW:What customers wantWhat our objectives areHow support needs tobe involvedWhat role PM playsHow sales will get engagedHow marketing will be involvedWhat our strategy is…THEN WE SELECT THE APPROPRIATE TOOLS AND ENGAGE

Social Media Leverage - OrchestrationManaging an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planningGroups in LinkedIn, Yahoo, Google, Facebook, MySpace and many other locations are resource demandingTopics, timelines, sentiments and news need to be covered and at the same time company news, product launches, product updates, technology introductions, organizational changes need to be orchestratedSocial Media Planning goes beyond the traditional media plan in marketing. It needs to consider products, support and other topics.

Create a social media services organizationThe Social Media Service TeamWorks as a service team with the internal departments and the external members of the social media strategy teamVery 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.

Resources, budgets, ROITools may be even free – time never isSocial media investments are dominated by investments in human resources / human talentsSocial media is all about people – it may well become even more massive as in the 80’s or 90’s when engineers were the most sought after peopleWe need to help companies to plan and allocate resources, plan the respective budgets and develop sound ROI models.ROI

Reporting – Reporting - ReportingNetwork sizeConnection strengthInfluenceSocial CapitalSentimentCommunication frequencyAuthority level…

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 enterpriseManaging resources, budgets, ROI…Tools may be free – time never will.35 people cost $6 Million a year – you better understand what you are doingResult: Turning a company into a well recognized, approachable, and highly competitive organization!

Making Social Media The Customer Experience BaseListen – and listen carefully. Not once, not through a survey but ongoing and strategicallyApproachability – not through your voice activated computers but through your social strategy, leveraging networks and your eco system.Leverage – the customers that have experience and are sought after expertsUse – the creativity of your customers in the product design phases and product introductionsAdvocacy – by far the least expensive way of market and sell anything. Let you customers spread the word – provide a platform and make sure they have a benefit.

Social Media Stories / CasesDomino Pizza– Video causing disaster Mattel – Mother’s feedback – AwarenessStarbucks – Customer Co-Creation of businessBurger King – Attention Deficit – Drop your friendsBlend Tec – Video Clip – AwarenessDell – Holistic approach - RevenueLinkSys – customers help customers – support costCisco – Partner EngagementSkittles – Lot of noise – but new business?eBags – Product Quality Engagement +30%Salesforce.com – Idea ExchangeThe larger portion of social media engagement is based on a tactical marketing idea – rather than a customer experience driven holistic business strategy.

The consulting side of the businessSome consulting cost ranges:The assessment range: $ 5,000 - $50,000+The strategy part: $10,000 - $300,000Strategy execution: $ 5,000+ / monthConsultants range from $200 - $800/hourLet’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)

Social Media AcademyLeadership Class

The Key Elements Of The Leadership ClassCross functional business approachSocial media assessment methodSocial media strategy frameworkFunctional social media in sales, marketing, support, HR, logistics, product developmentTools, places & communitiesDetailed presence & execution planReporting & analyticsBudgets, resources, ROICorporate organization strategyConsulting & team buildingMethodsModelsFrameworks

Leadership Class DetailsOnline Entrance Examination (required)All sessions are instructor lead online classesstart at 08:00am 9/0 or 05:00pm 9/8 (PST)Classes are 20 – 25 people maxFoundation Class, 4 days $795 *Leadership Class, 14 days $3,195 *Consulting Class addition, 16 days $3,600 * Between each sessions we will work on exercisesAfter most session you will complete a testAt the end you will have a final test and graduateRegister at: http://www.socialmedia-academy.comPayments need to be made in order to get class confirmation and community access* = Gold Member

Social Media Academy ServicesCompany specific social media classesLeadership class for a company teamCompany specific adjustments possibleSocial Media researchCorporate research projectsCompetition analysisConsulting ProjectsSOMA Consulting GroupInvolving graduates and students

Social Media Academy TeamAxel Schultze @AxelSMarita Roebkes @MaritaRJohn Todor @JohnTodorAdrienne Corn @AdriCornWalter Adamson @G2MKevin Mannion @KevinMannion

Social Media Academy Alumni@janicefl@KevinMannion@LaureenEarnest@MikeDubrall@nchou@tomswift@susanrlincoln@sherwoodmktg@eldridge2m@Elsom@stevegasser@matthiss@MatSpar@wendysoucie@lisarobb1@RMarkMoore@WK4Coffee

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AboutThe 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