2010 x change-social_media-academy


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2010 x change-social_media-academy

  1. 1. <ul><li>XChange Tech Innovators 2010 </li></ul>Leveraging Social Media as a way to grow business Axel Schultze CEO Xeesm Corp Founder Social Media Academy
  2. 2. <ul><li>Social Media Specific Trainings </li></ul><ul><li>Over 3,000 participants from 24 countries </li></ul><ul><li>Social Media Strategist Certification </li></ul><ul><li>Corporate Social Media Education </li></ul><ul><li>Channel Empowerment Programs </li></ul><ul><li>Channel Management Training </li></ul>Social Media Academy
  3. 3. Understand the change
  4. 4. The model of influence has changed <ul><li>1990’s </li></ul><ul><ul><li>Source: Technology magazines </li></ul></ul><ul><ul><li>Influencer: Media </li></ul></ul><ul><ul><li>How: Inquiries through fax </li></ul></ul><ul><li>2000’s </li></ul><ul><ul><li>Source: Internet websites </li></ul></ul><ul><ul><li>Influencer: References, Vendor presence </li></ul></ul><ul><ul><li>How: Inquiries through online forms </li></ul></ul><ul><li>2010’s </li></ul><ul><ul><li>Source: Search & Social Media </li></ul></ul><ul><ul><li>Influencer: User generated content </li></ul></ul><ul><ul><li>How: Direct request with SKU and price expectation </li></ul></ul>News paper + Bill boards + Tradeshows + Internet reg. pages + TV commercials ????
  5. 5. The new product discovery model
  6. 6. Social media is where customers meet customers for experience, skill development, failure prevention…
  7. 7. The Educated Purchase Decision <ul><li>UP UNTIL RECENTLY </li></ul><ul><li>Experts in stores </li></ul><ul><li>Industry analysts </li></ul><ul><li>Vendor based expertise </li></ul><ul><li> Educated Purchase Decision </li></ul><ul><li>THE CHANGE </li></ul><ul><li>Experienced customers </li></ul><ul><li>Blogger </li></ul><ul><li>Engaged users </li></ul><ul><li> Educated Purchase Decision </li></ul>
  8. 8. … what star sales guys do on the green - socialize Let all sales people do…
  9. 9. The five #1’s for Social Media In Channels <ul><li>#1 Overall Business Objective Be recommended </li></ul><ul><li>#1 Realization Channel partners continue the own the customer relationship (more than ever) </li></ul><ul><li>#1 Change Partners Need to build an active presence </li></ul><ul><li>#1 Implication Invest in partner empowerment </li></ul><ul><li>#1 Result Making your partners the biggest recommendation base </li></ul>
  10. 10. Is it cost or lethargy? <ul><li>Social networks $0.00 </li></ul><ul><li>Presence building $500 </li></ul><ul><li>Training $695 </li></ul><ul><li>Program Consulting $10,000+ </li></ul><ul><li>Monitoring tools $300 </li></ul><ul><li>Old world: </li></ul><ul><li>Lead generation / lists $3,000 </li></ul><ul><li>Outsourced call centers $25,000 </li></ul><ul><li>News paper, yellow pages $5,000+ </li></ul><ul><li>Google ads $5,000+ </li></ul><ul><li>TIME? </li></ul><ul><li>Don’t dare to spend a second on any network </li></ul><ul><li>Exclusively spend time with your customers </li></ul>
  11. 11. Where to start?
  12. 12. Step by step engagement <ul><li>Social partner relationships </li></ul><ul><li>Share with each other where you are </li></ul><ul><li>Vendors to empower partner </li></ul><ul><li>Partner empowerment programs (training), motivation and success programs </li></ul><ul><li>Partners to recommend vendors </li></ul><ul><li>Proactive contribution in the social web, becoming part of the recommendation chain and defend your position as middleman </li></ul>
  13. 13. Share your social presence with each other <ul><li>Obstacle No.1 </li></ul><ul><ul><li>We don’t even know who is </li></ul></ul><ul><ul><li>active and where they are… </li></ul></ul><ul><li>Create a free Xeesm and introduce yourself </li></ul><ul><ul><li>Xeesm.com/yourname </li></ul></ul>Xeesm.com/AxelS
  14. 14. Professional Social Relationship Management <ul><li>Don’t search around for your partners or vendor contacts </li></ul><ul><li>Keep them all together in a “Social Address Book” </li></ul><ul><li>It can be integrated in Salesforce.com </li></ul><ul><li>Strengthen your relationships </li></ul>
  15. 15. Partner Empowerment <ul><li>Obstacle No.1 </li></ul><ul><ul><li>We don’t even have a strategy ourselves </li></ul></ul><ul><li>Training is all your partners need </li></ul><ul><ul><li>To develop your presence </li></ul></ul><ul><ul><li>Learn to identify the influencer </li></ul></ul><ul><ul><li>From socializing to business engagement </li></ul></ul><ul><ul><li>Demand generation 2.0 practice </li></ul></ul><ul><ul><li>… </li></ul></ul>
  16. 16. Social Media Based Partner Program <ul><li>Objectives </li></ul><ul><li>Review </li></ul><ul><li>Rewards </li></ul>
  17. 17. Vendor Side Social Media Strategy Part II <ul><li>Got channels? </li></ul><ul><li>Amplify the partners engagement </li></ul><ul><ul><li>Mention their posts on your site </li></ul></ul><ul><ul><li>Re-tweet their content </li></ul></ul><ul><ul><li>Reiterate their comments </li></ul></ul><ul><ul><li>Mention their answers </li></ul></ul><ul><ul><li>Introduce their teams </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>Develop a high impact plan for your channel team what to do and when </li></ul><ul><li>Start social media monitoring </li></ul>
  18. 18. Recommend your vendors <ul><li>Obstacle No.1 </li></ul><ul><ul><li>We don’t even know where our customers are </li></ul></ul><ul><li>Identify your customers presence </li></ul><ul><li>Proactively contribute to the conversations </li></ul><ul><li>Defend your position as middleman </li></ul>
  19. 19. Build your presence Technology VAR Presence AccelBus Systems - 360 Aryan partners - 671 BlueWolf - 168,000 Compvue - 3,610 Wendy Soucie ‘s presence : “25,000 reasons to talk to me”
  20. 20. Leverage monitoring tools <ul><li>Know when somebody asks “Does anybody has experience with… </li></ul><ul><li>Catch discussions around your products or brands </li></ul><ul><li>Be alerted when your prospects are active </li></ul><ul><li>Win back influence </li></ul>
  21. 21. Professional Social Relationship Management <ul><li>Create your social address book of customers </li></ul><ul><li>Visit all your customers weekly </li></ul><ul><li>Know what’s on top of their mind </li></ul><ul><li>You see last touches </li></ul><ul><li>Monitor objectives </li></ul><ul><li>Instead of browsing and searching through Twitter, Facebook and LinkedIn : Focus </li></ul>
  22. 22. Recognize the implicatyions
  23. 23. Summary <ul><li>Your channel can recommend your products like no direct sales force ever can </li></ul>
  24. 24. http:// bit.ly/xti10 Presentation to dowload
  25. 25. Get your ducks in a row I’m happy to help +1 (650) 384-0057 xeesm.com/AxelS Thank You
  26. 26. Questions & Answers <ul><li>Q + A </li></ul>
  27. 27. Resources – Connections <ul><li>Http://socialmedia-academy.com </li></ul><ul><li>Http://xeesm.com </li></ul><ul><li>http://www.linkedin.com/groups?gid=2698760 </li></ul><ul><li>http://www.linkedin.com/groups?gid=2785151 </li></ul><ul><li>http://www.linkedin.com/groups?gid=1768647 </li></ul>
  28. 28. About <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>The Social Media Academy is based in Palo Alto, California. For more information go to http://www.socialmedia-academy.com </li></ul>