Social Media Academy Orientation Program

Social Media Academy Orientation Program Axel Schultze President Social Media Academy CEO Xeesm Corp#SMACAD © Copyright Xeequa Corp. 2008

#SMACAD Kinna Jonnson http://xeesm.com/KinnaJonsson© Copyright Social Media Academy 2009-2011 2 Copying or distribution is prohibited

#SMACAD Social Media Academy Social Media Specific Business Trainings Over 3,000 participants from 24 countries Social Media Strategist Certification Social Business Masters Class Business Focus Programs Corporate Social Media Education Channel Empowerment Programs© Copyright Social Media Academy 2009-2011 3 Copying or distribution is prohibited

#SMACAD Social Media Phenomenon Business People 600+ Million using the social web – 2010 – 600 Million User We are all customers of somebody else $25 Billion advertising shift to Early Adopter online - no longer funny money 2008 – 100 Million user From 25,000 Yahoo groups in 2008 to 600,000 LinkedIn groups in 2010 Students (2005 – 100,000 users can’t be all engineers Freaks Companies with $100 Million social media related investments is no longer just a campaign. (2,000 people x $50,000/year)© Copyright Social Media Academy 2009-2011 4 Copying or distribution is prohibited

#SMACAD Social Business vs. profitability Social media engagement * No social media engagement * Wal-Mart $13B General Motors -$30B IBM $12B Citi -$27B Cisco $8B Ford -$14B Verizon $6B Delta Airlines -$8.9B Pepsi Co $5B Macy’s -$4.8B Walt Disney $4.4B Sprint -$2.7B UPS $3B US Airways -$2.2B Wells Fargo $2B OfficeMax -$1.6B Starbucks $.3B Hertz -1.2B Southwest Airlines $178M Wendy’s / Arby’s -$0.4B Zappos (n/a) United Airlines (n/a) * = Based on sentiment analysis (social media monitoring). Company results are from 2009 Millions of recommendations drives millions in revenue© Copyright Social Media Academy 2009-2011 5 Copying or distribution is prohibited

#SMACAD A methodical Approach© Copyright Social Media Academy 2009-2011 6 Copying or distribution is prohibited

#SMACAD Cross functional Social Media engagement Product Management Social Media is the most economic way to introduce a new product It’s a perfect seeding ground for a co-creation strategy Support Group Augmenting support forces with engaged customers is very powerful – improving the customer experience Logistics and Procurement Trend analysis through a vast open network - think of the implication to procurement Sales With the new influences in the “educated purchase decision” sales is most impacted by social media Marketing & PR The big change in marketing – moving from industrial media to amplifying user generated content© Copyright Social Media Academy 2009-2011 7 Copying or distribution is prohibited

#SMACAD Strategic Social Media Engagement Starting with a thorough assessment Develop a market engagement strategy Understand the various strategy models Channel empowerment strategy Amplification strategy… Create an executable plan Understand organizational structures Reporting on progress, failure and success© Copyright Social Media Academy 2009-2011 8 Copying or distribution is prohibited

#SMACAD Resources, budgets, ROI Tools may be even free – time never is Social media investments are dominated by investments in human resources / human talents People with social media experience are sought after gems like engineers in the 80’s or 90’s We need to help companies to plan and ROI allocate resources, plan the respective budgets and develop sound ROI models.© Copyright Social Media Academy 2009-2011 9 Copying or distribution is prohibited

#SMACAD Reporting and analytics in the social web© Copyright Social Media Academy 2009-2011 10 Copying or distribution is prohibited

#SMACAD Methodology Overview Four Quadrant Assessment Methodology Customer, Brand, Partner, Competition NCP Model Network – Contribution – Participation Strategy Hexagon Goal, Mission, Benefit, Action, Program, Report Social Media Planning Framework Oxymoron? Unique creative vs. repeatable model Organization Model A Social Media Service Architecture Social Media ROI How to deal with it how to calculate an ROI© Copyright Social Media Academy 2009-2011 11 Copying or distribution is prohibited

#SMACAD The cost side of the business The tools may be free but the time, whether it is your own or the time from your consultants never will. The assessment is typically first: $5,000 - $50,000+ The strategy part follows: $5,000 - $300,000 $250 - $800 / hour Strategy execution: $1,500/month - $50,000+/month $180+ per hour or $2,500+ per project Let’s say you task 35 people @ $180k we are talking $6,300,000 – make sure you have adequate guidance $100 Million investments in Social Media do exist© Copyright Social Media Academy 2009-2011 12 Copying or distribution is prohibited

#SMACAD Online Learning Experience© Copyright Social Media Academy 2009-2011 13 Copying or distribution is prohibited

#SMACAD An online learning experience for an online world We purposely don’t do any class room trainings – instead we live where we work Get the real online collaboration experience from day one – in all facets of the social web We use closed blogs and closed groups to collaborate You will do exercises every week, put them on SlideShare and post them in the learning groups You will get hands on from day one You will collaborate with people around the world© Copyright Social Media Academy 2009-2011 14 Copying or distribution is prohibited

#SMACAD Real world projects Mindshare Report Buzz Campaigns Citrix / Webex social presence comparison Foster Beer Social Media Strategy Oracle OnDemand Assessment© Copyright Social Media Academy 2009-2011 15 Copying or distribution is prohibited

#SMACAD Social Business Masters & Strategists Class February 9 – March 30 22/26 lessons on-demand at your own leisure You will need to go through 4 lessons per week Allocate 60 minutes per lesson Allocate 6-8 hours per week for exercises 6/8 instructor lead online workshops Every Wednesday (approx. 1 hour) Session starting 08:00 AM (PST) 16:00 (CET) Presentations, discussions Q+A Tests after some sessions, plus a final test© Copyright Social Media Academy 2009-2011 16 Copying or distribution is prohibited

#SMACAD The Key Elements Of The Certification Cross functional business approach Social media assessment method Social media strategy framework Functional social media in sales, marketing, support, HR, logistics, product development Tools, places & networks Detailed presence development Methods Models Strategy and execution planning Frameworks Corporate organization strategy Reporting & analytics Budgets, resources, ROI The seven Social Media Methodologies Consulting & team building© Copyright Social Media Academy 2009-2011 17 Copying or distribution is prohibited

#SMACAD 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/CatherineSherwood 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/Walter http://www.socialmedia-academy.com/index.php/about-smacad/alumni/ A few randomly selected Social Media Strategists© Copyright Social Media Academy 2009-2011 19 Copying or distribution is prohibited

#SMACAD Masters & Strategists Class Starting February 9 All lessons are on demand at your own leisure All workshops are instructor lead Every Wednesday (60 – 90 min.) US / EU Workshops starting 08:00 am (PST) / 11:00 am EST 19:00 (CET) Perform your free online entrance exam $2,250 Social Business Masters Class $3,150 Social Media Strategist Class Register by paying your tuition online Have a 1:1 conversation with us (skype or phone)© Copyright Social Media Academy 2009-2011 24 Copying or distribution is prohibited

#SMACAD Thank You +1 (650) 384-0057 http://SMACAD.com Social Media Academy Page and Group Social Media Academy Group @smacad All social presences: http://xeesm.com/smacad © 2011 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 2009-2011 25 Copying or distribution is prohibited

#SMACAD About The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements. The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit http://smacad.com© Copyright Social Media Academy 2009-2011 26 Copying or distribution is prohibited

Social Media Academy Orientation Program

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