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Channel Empowerment - Social Media Academy

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The Channel is the stepchild of the family …

The Channel is the stepchild of the family
At least for the last 50 years
75% of world trade goes through channels
Mainly through the power of direct marketing

How to empower your partners with Social Media

Published in: Business

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  • 1. Channel Empowerment Axel Schultze President Social Media Academy CEO Xeesm Corp © Copyright Xeequa Corp. 2008
  • 2. Academy Intro Social Media Academy started in Jan 2009 The mission is to provide the most comprehensive social media education We had over 3,000 participants from 24 countries in our various education programs Social Media Strategist Certification Corporate Social Media Education Channel Empowerment Programs © Copyright Social Media Academy 2009 2 Copying or distribution is prohibited
  • 3. 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/SusanRice http://Xeesm.com/CatherineSherwood http://xeesm.com/MarkEldrige http://Xeesm.com/ElsomEldridge 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/Boughty http://Xeesm.com/Walter © Copyright Social Media Academy 2009 3 Copying or distribution is prohibited
  • 4. Status quo The Channel is the stepchild of the family At least for the last 50 years 75% of world trade goes through channels Mainly through the power of direct marketing You HAVE to be in social media Because 500 MM people are there Because I can sell you consulting Earth is a disk … Today we make a change © Copyright Social Media Academy 2009 4 Copying or distribution is prohibited
  • 5. For the next 45 Minutes Elevate your point of view. Getting off the tools discussion and the social chatter Lift up and take a look from outer space Come back and have a few steps you can do tomorrow without “Executive Buy-in” © Copyright Social Media Academy 2009 5 Copying or distribution is prohibited
  • 6. Understand the change © Copyright Social Media Academy 2009 6 Copying or distribution is prohibited
  • 7. The model of influence changed in its foundation Number of inquires has dropped to the floor Request for information – lowest ever Leads typically represented the start of a process ending with an “Educated Purchase Decision” – it was the begin of a sales process That “education process” has changed! Lead / inquiry flow over time 1000 + Internet reg. pages 800 + TV commercials 600 + Tradeshows 400 + Bill boards ???? 200 News paper 0 1960 1970 1980 1990 2000 2010 © Copyright Social Media Academy 2009 7 Copying or distribution is prohibited
  • 8. The new product discovery model © Copyright Social Media Academy 2009 8 Copying or distribution is prohibited
  • 9. © Copyright Social Media Academy 2009 9 Copying or distribution is prohibited
  • 10. Shift in customer education processes UP UNTIL RECENTLY The experts in stores, industry analysts and the “specialists” from the respective manufacturers were KEY in customer education. Whether is was a consumer good or a new IT infrastructure project; the decision was mainly influenced by those experts. AND THAT HAS CHANGED The most influential force in the customer education process is the Internet – more precisely the social web. Vendors, industry experts, industrial media lost their influence. Consumers and corporate buyers moved on to new spaces for product education – in ALL Industries. © Copyright Social Media Academy 2009 10 Copying or distribution is prohibited
  • 11. The five #1’s for Social Media In Channels #1 Overall Business Objective Be recommended #1 Change Creating a social customer experience #1 Realization Channel partners own the relationship #1 Implication Invest in partner empowerment #1 Result Your biggest recommendation base is your channel © Copyright Social Media Academy 2009 11 Copying or distribution is prohibited
  • 12. Help your partners understand the new world Partners operate in isolation Channel programs are 20+ years old Channel marketing lost its edge Partner relationships are sore © Copyright Social Media Academy 2009 12 Copying or distribution is prohibited
  • 13. Where to start? © Copyright Social Media Academy 2009 13 Copying or distribution is prohibited
  • 14. Step by step engagement Know where your partners are Tell them where you are Make sure you know where they are Engage them into discussions Help your partners leverage the social web Make it clear that it is their AND your business that is at risk Request to support your social engagement Make them your recommendation engine Help them engage with their clients Make them what partners always were – the powerful middleman in the recommendation chain © Copyright Social Media Academy 2009 14 Copying or distribution is prohibited
  • 15. Know where your partners are Introduce your own social presence first. Xeesm.com/yourname Find where your partners hang out in the social web. Simply by asking them Or upload your partners and use “Social Finder” Care and share Connect with as many as possible Visit them at least once a week You can reach 100 partners each week that way © Copyright Social Media Academy 2009 15 Copying or distribution is prohibited
  • 16. Your daily social engagement 20 Minutes each day (4% of the day): Day 1 listen / read several posts Day 2 chime into a conversation Day 3 comment on blogs, groups, tweets Day 4 care about their personal lives Day 5 making introductions Day 6 Feature your partners on other blogs Day 7 suggesting an interesting site or post Day 8 invitation to your own group Day 9 Feature them on other sites Day 10 Make them heroes on your presence Do care – be social – be helpful You don’t need executive buy in to do this © Copyright Social Media Academy 2009 16 Copying or distribution is prohibited
  • 17. Professional Social Relationship Management Create your social address book of partners Get the social presence of your partners Make visiting your partners a daily routine You see last touches You see the progress of achievement (5 objectives) Instead of browsing and searching through Twitter, Facebook and LinkedIn : Focus © Copyright Social Media Academy 2009 17 Copying or distribution is prohibited
  • 18. Help your partners leverage the social web Educate your partners on how their sales organization can gain from being in the social web Help them understand how their outbound sales team can double customer reach by connecting with clients in the social web Help them stop the email marketing spam Help them focus and avoid the random chatter Develop a program that: Encourages to engage with customers Motivate to share expertise Reward based on activities in the social web * Reward for reusing your content, retweet… * The first time you can easily extend rewards based on brand loyalty – not only revenue * = Only if you put out monetary rewards you need executive buy-in © Copyright Social Media Academy 2009 18 Copying or distribution is prohibited
  • 19. Social Media Based Partner Program Objectives Guidance Rewards Review © Copyright Social Media Academy 2009 19 Copying or distribution is prohibited
  • 20. Make partners your recommendation engine Reward their social presence big time They are your recommendation platform like no direct sales organization ever can have Leverage their recommendations Re-tweet their content Feature their posts Bring them to the forefront of YOUR social engagement Make them heroes for recommending you Got channels? Amplified and accelerated by social media © Copyright Social Media Academy 2009 20 Copying or distribution is prohibited
  • 21. Are they you looking for an ROI? Looking for Social Media ROI is looking for an excuse to not engage. ROI is $ gained over $ spent How much do you spend for your fan page? $0.00 How much cost your Wordpress Blog? $0.00 How much cost your Twitter account? $0.00 How much do you spend for SEO to get “traffic” which is a list of meaningless IP Addresses in your weblog? Help your partners understand that Social Media doesn’t cost money – and the time they spend is with their customers, not with tools. © Copyright Social Media Academy 2009 21 Copying or distribution is prohibited
  • 22. Summary Your channel can recommend your products like no direct sales force ever can Social media is the most powerful tool to leverage your channel © Copyright Social Media Academy 2009 22 Copying or distribution is prohibited
  • 23. Phased Approach Phase I Find and meet your partners in the social web Train your partners how customers make their educated purchase decision Phase II Create powerful social media partner programs Develop new rewards programs Create an integrated strategy © Copyright Social Media Academy 2009 23 Copying or distribution is prohibited
  • 24. Resources – Connections Http://socialmedia-academy.com Http://xeesm.com http://www.linkedin.com/groups?gid=2698760 http://www.linkedin.com/groups?gid=2785151 http://www.linkedin.com/groups?gid=1768647 http://www.socialmedia- academy.com/blog/index.php/us- program/channel-enablement-610/ http://xeesm.com/_/site/index.php/starter- kits/channel-empowerment-kit/ © Copyright Social Media Academy 2009 24 Copying or distribution is prohibited
  • 25. Questions & Answers Q+A © Copyright Social Media Academy 2009 25 Copying or distribution is prohibited
  • 26. Thank You +1 (650) 384 0057 xeesm.com/AxelS xeesm.com/MaritaR http://SocialMedia-Academy.com +1 (650) 384-0057 http://xeesm.com/SMACAD © 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 26 Copying or distribution is prohibited
  • 27. 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 27 Copying or distribution is prohibited