Social Media Time Managementfor business managers

Speaker IntroductionAxel Schultze is the founder and president of the Social Media Academy. He is an author, chaired groups in industry associations and won the SF Entrepreneur Award in 2008. He is also CEO of Xeequa, the creator of XeeSM.Axel SchultzePresidentXeeSM.com/AxelS

AgendaThe shift in customer behavior in all aspects of businessMaking sense out of all that - by finding your very own customersUnderstand where to look and what to look for in the social webBeing able to define how much time is well spend - how much is wastedCreating your own social presenceDealing with the social web regardless if your company has a strategy or not

Shift in customer behavior

Why social media IS businessThe most asked question: “Has anybody experience with…”60%-80% of purchases are based on recommendations. A business need to be part of that “recommendation chain”The second most searched term: “I have problems with…”Over 80% of user problems are solved in groups. Businesses need to be part of that service circle.New products are primarily discussed in the social web – not based on a TV commercial. Product management need to understand the dynamics in the social webFuture buying trends are discussed in social media – here and nowLogistics managers need to understand how to identify influencer and read trends early on

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

How many still engage todayThe 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

A shoe dealer gets bought for $800 MillionTony Hsieh (CEO) brought Zappos from $1.6Million in 2001 close to$ 1 Bn in revenue by 2008 – It’s NOT an e-commerce success storybut a customer experience / social media success story.

Making sense out of all that - by finding your very own customers

Finding your customersYou can get professional and setup tools like Techrigy, Scoutlabs, Radian6 and many others.You can also start simply by taking your customer list and look them up in LinkedIn, Twitter, Facebook, Slideshare, YouTube, Flickr, find their blogs and groups and communities they post and comment on topics.If you have a good relationship with them just ask them. Check out XeeSM and ask them to tell you.

SocializeLet’s assume you have 50 customers it takes about 1-2 minutes to socialize.Tweet about something they care or they may needWrite something on their wallRespond to their posts or commentsUnderstand what is important to themIf you have 500 customers you care about, you will need tools to manage to connections.In any case you don’t WASTE time by surfing around and chatting with random people. You focus on your important relationships.Allocate 10% of the time you are investing in the eco system for new connections.

Being able to define how much time is well spend - how much is wasted

The social media time sinkTime well investedConversations with your customers Introducing them to important peopleSearching for relevant connectionsProviding links to important storiesBlogging about your experience and subject matter expertiseExposing as much as possible about you and your professional and private lifeTime wastedSurfing around and reading stuff that “may be” interesting – (social media lottery)Connecting with as many people as possible“Selling and marketing” in the social web

The customer care oxymoronCustomer service people spend on average 20% with customers and 80% with “their other work”Only the very best sales people spend more than 10% of their available time with the customer. The rest is seeking new customers, trying to connect, preparation, reporting, travel…Product managers spend on average 2% of their time with the request group and 98% with processes, definitions, reviews, launches… _____________With the social web you can grow your efficiency easily by 100% Moving from “tele sales” to “social sales” for example is on average a 100% gain in effectiveness and 500% increase in efficiency

First Social Relationship Manager

Creating your own social presence

It takes time to develop a social graphWhat you wrote on your resume you write on your LinkedIn profile – not a big deal – not of great valueThe network you create (your social graph) and the activities over that network is of outmost importanceDo you have recommendations on LinkedIn?Do you have a blog exposing your subject matter expertise?Do you have twitter conversations with other experts?Are you quoted and commented or recommended on other blogs?It may take a few month to get there.

It’s not time “spend” but time “invested”Brush up your LinkedIn profilePhoto, recommendations, join groups and discuss. (15 min a day)Create a Facebook fan pageEncourage people to post their experience(20 minutes a week)Get up on TwitterPhoto (not logo), real name, bio, be selective who you follow and maintain dialogs(15 minutes a day)Create / boost your blogBlog about your subject matter expertise (30-60 minutes a week)Present your business on SlideShareConsider YouTube, Flickr, Social bookmarks, XeeSM, and others

Dealing with the social web regardless if your company has a strategy or not

My company is not ready for thatWe have no budgetWe have no resourcesWe have no planWe are way to busy (with your success?)Act or dieI don’t know of anybody who was fired by acting and developing a positive drive.I know many who never understood why they got replaced at some point sometimes after 5 or 10 years.

What you can do – with or without exec buy-inInvest some time and understand the new dynamics of the social webCheck where your customers areConnect with themCheck where your prospects areConnect with themCheck partners, alliances, suppliers, influencers… and engage Care, converse, help, ask for help…Allocate a random hour for this every day and consider it an INVESTMENT. Once you see a success, you will spend as much as you can.

Purpose – Objective - ExecutionSkip the strategy part fore now (seriously)Write down the purpose of your engagement Create a better customer experienceWrite down your objectives50 of my customers talk about our products within the next 3 month.Write down what you want to do every day (execution)Connect with all customers, prospects, partners…Have a conversation with 50 every dayMeet them on Facebook, Twitter in LinkedIn groups

Building a successfulSocial Media Engagement Programfor your or your clients business

Social Media AcademyLeadership Class

The Core of the Social Media AcademyCross 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

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

Leadership Class DetailsLeadership Class for Certified Social Media StrategistsEntrance Examination (required)September 16 – October 30Every Wednesday and Friday8:00 am – 10:00 am All sessions are instructor lead online classesUS Morning Session 08:00 AM (PST)EU Session starting 17:00 (CET)AU 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 AlumniXeesm.com/KM Xeesm.com/LaureenEarnestXeesm.com/MikeDubrallXeesm.com/NancyChouXeesm.com/TomSwiftXeesm.com/SusanRiceXeesm.com/CatherineSherwoodXeesm.com/MarkEldridgeXeesm.com/ElsomEldridgeXeesm.com/SteveGasserXeesm.com/MatthiasBeckmanXeesm.com/MatsonSparlingXeesm.com/WendySoucieXeesm.com/LisaRobbXeesm.com/RMarkMooreXeesm.com/BarbaraDanielsXeesm.com/SpecialeXeesm.com/LamiaLeeXeesm.com/BoughtyXeesm.com/Walter

Social Media Academy TeamAxel SchultzeMarita RoebkesJohn TodorAdrienne CornWalter AdamsonKevin Mannion

ThankYou(650) 384-0057info@socialmedia-academy.comhttp://xeesm.com/socialmediaacademy© 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

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