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Social Media Assessment Case Study Citrix Webex

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Citrix / Webex - a social media case study ...

Citrix / Webex - a social media case study


An example for a social media assessment, assessing customers, brand, partners and competition.

The case study was performed by certified consultants using the methods and models developed by the Social Media Academy

Thanks to the Team
Barbara Daniels http://xeesm.com/BarbaraDaniels/

Wendy Soucie http://xeesm.com/WendySoucie/

Matson Sparling http://xeesm.com/MatsonSparling/

Catherine Sherwood http://xeesm.com/CatherineSherwood/

Matthias Beckmann http://xeesm.com/MatthiasBeckmann

Lyn-Dee Eldridge

Lisa Robb
http://xeesm.com/lisarobb/
Nancy Chou
http://xeesm.com/nancychou/
Mark Eldridge
http://xeesm.com/eldridge2m/


Elsom Eldridge http://www.xeesm.com/ElsomEldridge

Mark Moore
http://www.xeesm.com/RMarkMoore

Susan Rice Lincoln
http://www. xeesm.com/SusanRice200036826/

Steve Gasser http://www.linkedin.com/in/stephengasser

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  • Morgan has 302 connections and a personal website
  • And Kelley Smith – though young – already has 99 LinkedIn connections (as well as 134 Facebook friends)
  • Thank you Let us inspire you personally. you don’t need to buy, but you should know. Give us a call – and let us explore what we can do for you. 650 384 0057 or send us an email to inspiration@xeequa.com

Social Media Assessment Case Study Citrix Webex Social Media Assessment Case Study Citrix Webex Presentation Transcript

  • Social Media Assessment Case Study
  • Agenda
    • Quick introduction to professional use of social media in business
    • The Assessment as a key element in strategic social media engagement
    • Background to the four quadrant assessment methodology:
    • Four Social Media Consultant present:
  •  
  • Strategic Social Media Engagement
    • Starting with a thorough assessment
    • Performing a SWOT analysis
    • Creating a strategy
    • Developing a social media plan
    • Organizational development with budget and resource plan
    • Execution and reporting
  • The Four Quadrant Assessment Methodology
    • Principle
      • The Ecosystem assessment
      • The Brand Assessment
      • The Partner Assessment
      • The Competition Assessment
    • The focus is to understand where are our customers and what do they care about.
    • We want to know how our brand is reflected in the market and where our team stands.
    • We want to know where our partners are and how we can leverage them.
    • We want to understand where our competition is and what their stand is.
  • The Assessment Exercise
    • Four different teams with 3-4 team members conducted the assessment.
      • Limited time to completion
      • No access to the assessed company
      • Randomly selected Citrix Online
      • Didn’t work with any employee from Citrix
    • Available tools
      • ScoutLabs
      • Sysomos
      • Techrigy
  • Consultant Presentation
  • Social Media Customer Assessment TEAM A Barbara Daniels Wendy Soucie Matson Sparling Prepared by:
    • Preliminary 'landscape' evaluation
      • Locate relevant customer 'places and spaces'
      • We used tools to locate prospects / product users
      • In practice, use existing customer lists
    • Perform 'Drill down' analysis
      • 3 month focus period – should repeat quarterly
      • Social media tools – ID top 'participating' users
      • Reviewed user social network size for impact
    • Summarized customer themes
      • Challenges, topics, excitements, issues
      • General sentiment analysis
    Customer Assessment Methodology
    • 260 Citrix OnLine links
    • 993 GoToMeeting links
    • 77 Citrix Groups
    • 3 GTM Groups
    • Most notable – GTM Sucks
    • 152 Ctrix groups
    • 16 GoToMeeting
    • 4 Citrix OnLine
    • 20 Citrix groups
    • @getgreencitrix has 2,247 followers
    • @citrixblogs has 1,060 followers
    • http://community.citrix.com/blogs
    • Most viewed XenApp blog post - 405,468
    • 39 posts with GoToMeeting
    • 291 GoToMeeting results
    • 6 Citrix GTM results
    • 1 “GTM Tips” playlist
    • 112 Citrix groups
    • - 8 GoToMeeting
    • 4 Ctrix OnLine
    • 77 Citirx groups
    • 2 GoToMeeting
    • 1 Citrix OnLine
    • 2,770 results
    • 1 unauthorized group with 97 members
    • Lots of job groups
    • 7,057 Citrix results
    • 192 GoToMeeting results
    PLACES & SPACES
    • John Greathouse has 228 connections
    • Robert Stanke has 500+ connections
    • Scott Wyden Kivowitz has 41 connections
    • David Walsh has 22 connections
    • Deborah Tutnauer has 15 connections
    • @johngreathouse has 231 followers
    • @robertstanke has 609 followers
    • @scottwyden has 897 followers
    • @davidwalshblog has 1,786 followers
    • @itsallsuccess has 4,777 followers
    INFLUENCER IMPACT ANALYSIS
    • John Greathouse has unknown friends
    • Robert Stanke has 262 friends
    • Scott Wyden Kivowitz has 333 friends
    • David Walsh has 46 friends
    • Deborah Tutnauer has 132 friends
  • Deborah Tutnauer , LCSW , is the Founder and CEO at It's All Success (Creating Abundance From Home). She has 20 years experience counseling and coaching individuals with personal issues and business growth desires. She is a Web 2.0 specialist with an emphasis on Attraction Marketing Methods utilizing Social Media Marketing. Tweetstats for @robertstanke Robert Stanke is an Online Community Management professional who specializes in the design, delivery, and day-to-day execution of enterprise social media strategies. With his broad eleven-years' experience in Information Technology, Marketing, and Brand Management, Robert Stanke understands the tools, tactics, and techniques needed to successfully market your company, products, and/or services across the social web. Tweetstats for @itsallsuccess INFLUENCERS
  • John Greathouse John has held a number of senior executive positions with successful startups during the past fifteen years. At Computer Motion (RBOT), he was the CFO and VP of Business Development. At Citrix Online (CTXS - formerly Expertcity), John served as CFO and SVP of Strategic Development. At CallWave (CALL), he served as the SVP of Sales & Business Development. In his capacities at Computer Motion and Citrix, John spearheaded transactions which generated more than $350 million of shareholder value, including Computer Motion’s initial public offering and the sale of Expertcity to Citrix for over $230M. John is a CPA and holds an M.B.A. from the Wharton School. He is a member of the University of California at Santa Barbara’s Technology Management Faculty where he teaches courses on New Venture Creation and Entrepreneurial Leadership. He is also the author of an entrepreneurial advice blog: infoChachkie.com. Tweetstats for @johngreathouse INFLUENCERS
  • Tweetstats for @scottwyden Scott Wyden Kivowitz is a New Jersey based photographer who specializes and excels in commercial, fashion and corporate portraiture style photography. A fully digital operation, the approach is to work with clients in a well organized and creative process from pre-productions to final delivery. Tweetstats for @davidwalshblog David Walsh is the Founder of Wynq Web Labs, and a Senior Web Developer at Econoprint, Inc in Madison, Wisconsin. He specializes in PHP, CSS, XML, XHTML, ASP, Usability, JavaScript, Ajax, MooTools, jQuery, Accessibility, Apache, Hosting, Domains, MySQL, Web Security, and Email Templating. INFLUENCERS
    • Challenges:
      • Cross-platform compatibility
      • Minimal user technical knowledge
      • Timely issue resolution
    • Discussion Topics:
      • Compatibility
      • Cost / Billable
      • Productivity
      • User Experience
      • Task-Sharing / Screen-Sharing
      • Collaboration
      • Connectivity Issues
    CUSTOMER CHALLENGES & TOPICS
    • Excitement:
      • Better Productivity
      • Allows Backup Technology to significantly reduce travel time and increase efficiency through instant, high-quality issue resolution
      • Saves Money
      • Reduces Travel Requirements
    • Frustrations:
      • Costly
      • Printing Problems
      • Slow
      • Locks Up & Crashes
    CUSTOMER EXCITEMENT & FRUSTRATIONS
    • SaaS On-line conferencing/Webinar platforms
    • Have become 'commodities'
    • Do not generate much user 'passion' or even recommendations
      • Sentiment tends to be 'neutral'
    • SoHo market has incorporated tool into daily life
    • Web advertising and deals ubiquitous
      • Extreme price sensitivity
    • SaaS providers need to differentiate themselves
    OBSERVATIONS
    • Several “I Hate Citrix” groups exist on Facebook, including (one has 351 members)
      • Opportunity to learn from customers who have had serious challenges with the product
    • Citrix customers are engaged in the Social Web and regularly discuss their products
      • Opportunity to engage customers and …
        • Resolve issues / frustrations
        • Enhance user experience
        • Share ideas on product development
        • Determine new customer needs
    SUGGESTIONS
  • Thank you Feel free to contact us for more insight: Barbara Daniels http://xeesm.com/BarbaraDaniels/ Wendy Soucie http://xeesm.com/WendySoucie/ Matson Sparling http://xeesm.com/MatsonSparling/
  • Social Media Brand Assessment TEAM B Catherine Sherwood Matthias Beckmann Lyn-Dee Eldridge Prepared by:
  • Facebook Results “Citrix”: 6 Fan Pages & 62 Groups GoToMeetingTV Fan Page: 0 Fans & 0 Activity GoToMeeting Sucks Group GoToMeeting Fan Page: 107 Fans & 0 Activit y
  • YouTube & LinkedIn
    • GoToMeeting1 Channel
      • Last log in 6 months ago
      • 6 video, 1 subscriber, 1,262 views
    • GoToMeetingTV Channel
      • 1 video, 599 views
    • CitrixOnlineFM Channel
      • 1 video, 2 subscribers, 563 views
    • Three GoToMeeting Group Results
      • GoToMeeting Sucks has 10 members
      • Other 2 groups mention GoToMeeting but are really Groups from partners of competitors
  • Citrix Online Twitter Accounts Results in mid-June showed little to no Twitter strategy Beginning in July, Twitter support presence went into gear.
  • MySpace
    • www.myspace.com/gotomeeting
      • Last login 10-01-08
      • 4 friends
    • www.myspace.com/gotomeetingfreetrail
      • Last login 09-06-08
      • 1 friend
      • Poorly done profile: male picture, but profile says “female”
  • Brand Presence: GoToMeeting
    • Summary of Activity across the Blogs, Mainstream Media, Twitter & Message Boards
      • 790 blog mentions in three months, 60 new last week
      • 1,058 news mentions in three months, 95 new last week
      • 36 daily tweets at an average
      • 651 message board posting in three months
  • The Conversations: GoToMeeting
    • Mainstream Media
    citrix online are offering london businesses a unique 60-day free trial for gotomypc, go to:http://www.gotomypc.com/free;
  • The Conversations: GoToMeeting
    • Blogs
    names like webex, gotomeeting, adobe connect are fantastic for delivering webcasts where the focus is on the presentation or document content while the video goes along with the presentation.
  • The Conversations: GoToMeeting
    • Twitter
    Ashraf Laidi Webinar FREE Webinar Wednesday
  • The Sentiment: GoToMeeting Comparing what reporters are saying versus what the target audience is saying about the brand
  • Summary of the Brand Citrix Online in The Social Web
    • 622 Citrix Online employees on LinkedIn
    • Reviewed subset of 60 employees
      • 3 senior officers
      • 55+ in marketing, product and support
    Category Total Average LinkedIn Groups 207 3.4 LinkedIn Recommendations 89 1.5 LinkedIn Connections 8,062 132 Twitter Followers 4,025 66 Facebook Friends 4,411 72
  • Profiles of Influencers
    • Tabitha Dunn, Director, Customer Insights
    • 12 LinkedIn groups
    • 123 LinkedIn connections, 7 recommendations
    • On Twitter since Sept. 23, 2008, 663 updates
    • 1,795 followers on Twitter, 1,946 following
    • Twitter Bio: Happily married-Mom of a lovely six year old girl-Director of Customer Insights for a SaaS (Citrix Online)
    • Twitter links to her blog
    • Professional blog at www.thecorporatewoman.org
    • Different picture on LinkedIn (top) and Twitter (lower )
    • Juan Rivera, Development Manager
    • 2 LinkedIn groups
    • 187 LinkedIn connections, 3 recommendations
    • On Twitter since March 25, 2009, 39 updates
    • 2 links to technology demo on YouTube
    • 170 followers on Twitter, 40 following
    • Twitter ID: @Juancitrix
    • Twitter Bio: Leading the development of HDX for XenDesktop
    Profiles of Influencers
    • Brent Lasala, Marketing Manager & Online
    • Media Consultant
    • 9 LinkedIn connections
    • On Twitter since Jan. 7, 2009, 95 updates
    • 1018 followers on Twitter, 949 following on Twitter
    • Twitter Bio: Online Marketer: PPC, SEO & Affiliates. Citrix Employee (GoToMeeting, GoToMyPC...) Freediver. Videographer. Interest in Social Media. NFL
    • LinkedIn profile very weak compared to Twitter (#connections, picture)
    Profiles of Influencers
    • Karen Kelly, Sr. Marketing Programs Manager
    • 15 LinkedIn groups
    • 4 LinkedIn recommendations
    • 500+ LinkedIn connections
    • No Twitter account
    • 742 friends on Facebook of which 26 are Citrix colleagues
    Profiles of Influencers
    • Andreas Forsland, Sr. Director Creative, Global Marketing Management
    • 321 LinkedIn connections
    • 12 LinkedIn groups, 19 LinkedIn recommendations
    • Has SlideShare on his profile
    • On Twitter since March 19, 2009, 151 updates
    • 58 followers on Twitter, 60 following on Twitter
    • Twitter Bio: Sr. Creative Director at a really cool SaaS company
    • Picture on Twitter (lower) is more business like than that on LinkedIn
    • Has a sophisticated website www.andybrand.com
    Profiles of Influencers
    • Morgan Rees, Sr. Director, Marketing/Creative: Global Marketing Management at Citrix Online
    • 9 LinkedIn groups
    • 6 LinkedIn recommendations
    • 302 LinkedIn connections
    • Has SlideShare presentations on his profile, links to FB, Twitter and his website in his profile, displays private email address
    • On Twitter since April 24, 2009; 13 updates
    • 14 followers on Twitter, 16 following on Twitter
    • Twitter Bio: Business and Marketing Strategies that Generate Profitable Growth
    • Different picture on LinkedIn/Facebook (above) and Twitter (below)
    • Sophisticated website at www.morganrees.com
    Profiles of Influencers
    • Kelley Smith, Online Marketing Specialist
    • 2 profiles (GoToMeeting Corporate and Citrix Online)
    • 99 LinkedIn connections
    • 5 LinkedIn groups
    • On Twitter since Nov. 20, 2008, 29 updates
    • 72 followers on Twitter, 45 following on Twitter
    • Twitter Bio: Bio Online Marketing Specialist for GoToMeeting Corporate
    • 134 Facebook friends
    Profiles of Influencers
    • Brett Caine, President Citrix Online
    • 243 LinkedIn connections
    • LinkedIn Contact setting:
    • “ When contacting me, please provide detailed context for your contact. I only accept contacts from people that I have met/know or via referral from a trusted connection of mine. I do not accept cold contact connections so please don't make them.”
    Profiles of Influencers
    • There seems to be a negativity about having conversations in the social media that starts from the top-down.
  • Thank you Feel free to contact us for more insight: Catherine Sherwood http://xeesm.com/CatherineSherwood/ Matthias Beckmann http://xeesm.com/MatthiasBeckmann Lyn-Dee Eldridge
  • Social Media Partner Assessment TEAM C Lisa Robb Presenter Nancy Chou Mark Eldridge
    • We set out to discover…
    • Who are partners?
    • Where are partners active in Social Media?
    • What these partners participate in?
    • How does Citrix interact with Go-To-Meeting partners?
    • Partner Sentiment(s)
    • Key “influencer” partners
    Partner Assessment, Our Approach We discovered… Citrix Online…Referral model, NOT Partner/Reseller
  • Methods
    • Citrix.com research
      • Citrix.com, Citrix partner sites, Citrix social media presence
    • Research on each of the major social media sites – key words critical
      • Citrix
      • Citrix “partners” “resellers” “affiliates” “communities”
      • Go-To-Meeting
      • Web conferencing, online meetings, on demand meeting
    • Key competitor web sites and name searches + “partner”
    • Social Media Tools: Techrigy, Scoutlabs, Sysomos, Twitturly
  • Findings…No True Partner Program/Strategy
    • Unable to identify clear set of partners or voices
    • Partner focus = Affiliate & Referral only
      • Stark contrast to Citrix “IT Channel” partner presence
      • IT Partners, very active in Social media
      • Cisco Web X claimed VAR 500 top vendor list ‘09, Citrix Online fell off the list
    • Citrix social media presence “Go-To” products – limited to EU focus
    • Opportunity: Communities of competitor partners, specialty communities
      • Telecommunications, Unified Communications
      • Sales & Marketing Professionals
      • Meeting & Event Planners
      • eLearning
  • Thank you Feel free to contact us for more insight: Lisa Robb http://xeesm.com/lisarobb/ Nancy Chou http://xeesm.com/nancychou/ Mark Eldridge http://xeesm.com/eldridge2m/
  • Social Media Competitive Assessment TEAM D Elsom Eldridge R. Mark Moore Susan Rice-Lincoln Steve Gasser Prepared by:
  • Blog
    • 4,758 bookmarks
    • 384 Cisco Groups
    • 10 WebEx Groups
    • 27 affiliated groups
    • WebEx has 5 groups on twitter
    • http://blogs.webex.com
    • 444 video results
    • 7,607 views of top video
    - WebEx has 9 groups on Facebook -9 groups
    • 773 results
    • 1,120 results
    Webex: Activity, Discussion and Sentiment
    • Summary of Activity across the Blogs, Mainstream Media, Twitter & Message Boards
      • 1361 blog mentions in three months, 105 new last week
      • 2,662 news mentions in three months, 172 new last week
      • 46 daily tweets at an average
      • 1369 message board posting in three months
    Webex: Activity, Discussion and Sentiment
    • What Do the Customers Say?
    • The major themes are:
      • Cost
      • Customer Support (lack of response)
      • Advice on which product is superior
      • The new tools on the block
      • Appreciation for travel reduction
    • These discussions are similar to those of Citrix and point to a stagnant community for all competitors in the space. The discussion around price, suggests the sector has become highly commoditized.
    Webex: Activity, Discussion and Sentiment
    • FredCamposJr (Fred Campos): @passiontestforu JoAnn at work I use WebEx for large presentations, in my personal business I use GoToMeeting. Also use FreeConference.com 1 hour and 12 mins ago
    • vickaita (vickaita): @mjasay Used DimDim after problems with Live Meeting and YuuGuu. The quality was very good. At least as good as WebEx. 1 hour and 47 mins ago
    • jdcreativity (Jason Daniels): @myself anyone using http://dimdim.com or http://www.yugma.com - the names scream hip and new, gotomeeting and webex, too corporate -booooo 5 hours and 5 mins ago
    • BabysitEase (Peggy Allis Murriner): I used DimDim for a webinar this weekend. It was awesome & much cheaper than gotomeeting.com or webex.com- it was FREE! Check it out w ... 4 hours and 45 mins ago
    • sensualgeekny (SensualGeekNY): The heavens are singing, move over WebEx www.tinychat.com 12 person video conference, 200 chat guests and desktop sharing!?! Thanks @ShyShar 1 hour and 18 mins ago
    Webex: Activity, Discussion and Sentiment
    • Traditional Media
    • Sentiment is extremely positive with only a slight negative hint.
    • Blogs
    • Sentiment is more negative, however review shows most negative posts are tied to a specific WebEx sessions.
    Webex: Activity, Discussion and Sentiment
    • In the Mainstream Media, there is more relevance to Cisco – than directly to WebEx .
    Identifying Webex Partner Activities
  • Identifying Webex Partner Activities
    • Cisco WebEx Authorized Partner Program
    • You can join the Cisco WebEx Authorized Partner Program only if your company is in the US or Canada and has achieved Advanced or Master Cisco Unified Communications Specialization. (411 partners)
    • Partners are satisfied - Not passionate.
    • SoMe Communication is poor. Most Partners are unaware of what WebEx is doing.
    • Web Conferencing Forum
      • Webinar Success ( www.wsuccess.com ).
    • Low usage of Twitter (10 Followers)
    • 140 Linkedin Connections
    • Prominent blog profile
    • Impressive work background
      • Experience in software development and marketing
      • Producing, delivering business webinars since 199
      • Public speaker
      • Radio host
    INFLUENCERS: Ken Molay
    • Targets individuals, small businesses and media professionals about a range of new media technologies
    • Created a guide on web conferencing tools
    • American based in Italy
    • Active on social media
      • YouTube (130)
      • Slideshare (5 presentations)
      • LinkedIn (162 connections)
      • Twitter (5560 Followers)
    INFLUENCERS: Robin Good
    • Runs ConferZone, an online resource for e-conferencing providing:
      • News
      • White papers
      • Links
      • Newsletters
    • She has a big following on social media, particularly Twitter
      • 5793 Twitter followers
      • 59 LinkedIn
    INFLUENCERS: Stephanie Downs
    • President of thinkofit
    • Advocate of online communities
    • Maintains Web Conferencing Review
    • "David Woolley is THE authority, as far as I'm concerned, on computer-mediated conferencing systems. He truly understands both the social and technical aspects of social cyberspace.” - Howard Rheingold, author of Smart Mobs and The Virtual Community
    INFLUENCERS: David Woolley
  • Thank you Feel free to contact us for more insight: Elsom Eldridge http://www.xeesm.com/ElsomEldridge Mark Moore http://www.xeesm.com/RMarkMoore Susan Rice Lincoln http://www. xeesm.com/SusanRice200036826/ Steve Gasser http://www.linkedin.com/in/stephengasser
  • An independent assessment
    • The Social Media Academy graduates learned to conduct an independent social media assessment, that can be used by any experienced social media professional to develop a strategy.
    • The Social Media Academy performs Assessments together with its students and graduates as part of the research offering.
  • Business Social Media Tasks & Responsibilities
    • Understanding the socio economic changes in our society
    • Social media impact on corporations
    • Social media assessments and vulnerability analysis
    • Creating and crafting a Social Media strategy
    • Competing for mind, and market share in the social web
    • The changing face of marketing & PR in the Social Media age
    • The new sales organization (from behavior to execution)
    • Social Media in logistics and procurement departments
    • Product development, co-creation and new support structures
    • From "Human Resources" to "Human Talent Management“
    • Social media plan development
    • Social Media team building, organizational structures, reporting
    • Brand development in a super active market
    • The Social Media presence, tools and places & spaces
    • Reporting and analytics tools. Asking the right questions
    • Budgets, resources, planning and ROI considerations
    • Social media reality, pit falls and challenges
    • Creating and managing a social media department
    • Creating a profitable social media consulting practice
  • Leadership Class Details
    • Online Entrance Examination (required)
    • All sessions are instructor lead online classes start at 08:00am 9/0 or 05:00pm 9/8 (PST)
    • Classes are 20 – 25 people max
    • Foundation Class, 4 days $795 *
    • Leadership Class, 14 days $3,195 *
    • Consulting Class addition, 16 days $3,600 *
    • Between each sessions we will work on exercises
    • After most session you will complete a test
    • At the end you will have a final test and graduate
    Register at: http://www.socialmedia-academy.com Payments need to be made in order to get class confirmation and community access * = Gold Member
  • 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/SteveGasser Xeesm.com/MatthiasBeckman Xeesm.com/MatsonSparling Xeesm.com/WendySoucie Xeesm.com/LisaRobb Xeesm.com/RMarkMoore Xeesm.com/BarbaraDaniels
  • Thank You © 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 Social Media Academy – USA Marita Roebkes 228 Hamilton Ave. Palo Alto, CA, 94301 +1 (650) 384 0057 Twitter: @SoMediaAcademy @MaritaR, @AxelS, @JohnTodor, @AdriCorn [email_address]