Organization models for social media

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

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

Why social media IS NOT marketingWhy it appears so: Because marketing is the only budget an average social media “expert” can tap into.Why it is not:The most asked question: “Has anybody experience with…”The second most searched term: “I have problems with…”Customers want to talk to real people – not to a “campaign” Customers have something important to say and need somebody to listenCustomers have a voice that an operations manager should be able to hear

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

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.

Social Media A strategic approach

A strategic ModelAssessing what your customers, partners and the market has to sayAnalyze your strength and weakness, opportunities and threatsDevelop a strategy based on your findingsCreate a plan to execute the strategyBuild out an organizational structure that allows you to actually execute the strategyMeasure, model and tune your progress and results

Most likely corporate social media scenarioCompany need to be more approachable and provide better touch points for customers and prospectsService response time and quality is not satisfactory – need improvementsProduct features do not exactly match what customers really wantOverly advertised products do not meet expectationProduct availability does not match consumer requirementsThe social media requirements span everything from support, product definition, availability, sales, marketing and business approachability.

Developing a social media strategy10 Questions to ask for forming a profound 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?Which internal groups need to be involved?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?What tools and places are important?How will we measure progress and success?Don’t walk because it is too complex – make it work

Cross functional Social Media engagementProduct ManagementConnect with the market, listen to customers, give them part ownership, co-create what they wantThe most economic way to introduce a new productSupport GroupAugmenting support forces with engaged customers is more powerful and less costly than an outsourced call center and 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 we see an 5X in productivity increase over traditional outbound sales callsMarketingThe biggest change in marketing history – don’t market INTO but WITH your ecosystem

What are we talking about

Managing a community180 large farmers in BrazilOver 500 groups and communities800 US CustomersIt takes probably 1-3 people in different countriesto properly engage and leverage that ecosystemOver 500 groups from New Holland

Social Media Leverage IS Orchestration, big timeManaging an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planningTopics, 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 orchestratedAGAIN: Customer Service, Support, Product Management, Sales, Procurement…

STOP !!!!You cannot tweet and chat with your customers without the involvement of salesYou cannot discuss topics in a forum without the involvement of your support teamYou cannot have a product feature dialog without the participation of your product managersYou cannot explore trends and demands without the inclusion of your procurement department

Social Media An organizational challenge

From a vertical to a horizontal structurePASTA small group maybe in marketing focusing on social media “doer”Managing the social media places and spaces and engaging with the communitiesPosting blog posts, dealing with comments and taking care of the communitiesThe rest of the organization continues with business as usualFUTUREThe Social Media Service Team (ComStar™)Works as an internal service team supporting all relevant departmentsThe whole organization develops a more connected approach organically

Social Media GrowthPhase IA few people blog, tweet, random noiseA “strategy” evolves based on some social media marketing ideasPhase IILack of impact elevates the topic and some major social media campaigns get developedThe rest of the company does “business as usual”Phase IIILack of impact – or worst – negative impact brings the engagement to a complete reviewA cross functional engagement strategy is on the agenda – social media rock stars are questionedA structural shift from isolated blogging and tweeting social media teams – to a social media service group.

Social Media Team Responsibility The social media teams may grow and have different objectives, tasks, responsibilities and support different departmentsSocial relationships are like assets and other values and need to be treated that wayLike Finance and IT, the Social Media Team will service all aspects of an organization’s ecosystemThe core responsibilities include:Initial and ongoing assessmentManaging the social media strategyOrchestrating internal and external resources around the demand of the ecosystemManaging and reporting progress and objective achievements

Organization SizeSocial media team considerations for different company sizes:Small business 20-100 employeesSMT most likely 1-3 peopleSMB 100-1,000 employeesSMT most likely 3-6 peopleEnterprise > 1,000 employeesCountry organizationsProduct line or brand organizationsSMT may grow to 500+ peopleIt’s probably all initiated by one person!

Tools Selection – What makes sense for businessONLY IF WE KNOW:What customers wantWhat the 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

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 enterpriseDeveloping a strategic social media service organizationResult: Turning a company into a well recognized, approachable, and highly competitive organization!

Some of the key methodologies (5 out of 7)Four Quadrant Assessment MethodologyCustomer, Brand, Partner, CompetitionHexagon Strategy FrameworkGoals, Mission, Benefits, Action, Programs, ReportingNCP ModelNetwork – Contribution – ParticipationComStar Organization ModelA Social Media Service ArchitectureAdvocacy Driven Engagement ModelAdvocacy is the currency for customer satisfaction and business success

The new social media managerStart with an assessment for the eco system you are currently responsibleShare it with others and help them do the sameDevelop a strategy that makes sense for the customersAgain work with others and guide and support themHelp the respective departments to understand that they need to remain responsible and keep controlDevelop a position of guidance and support, with ongoing monitoring you help the company to stay on top of things.Build your position on proven methodologies

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 classesUS Morning Session 08:00 AM (PST)US Evening Session 05:00 PM (PST)EU Session starting 16:00 (BST) London timeAU Session starting 10:00 AM Sydney TimeClasses are 20 – 25 people maxLeadership Class, $3,195 /AU$3,920 / £1,960*Admission at: http://www.socialmedia-academy.com payment: paypal or credit card* = Gold Member

Social Media Academy TeamAxel SchultzeMarita RoebkesJohn TodorAdrienne CornWalter AdamsonKevin Mannion

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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