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Social Media for alliance and partner management


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My keynote presentation at the UC Summit 2008 talking about social media influence in alliances

My keynote presentation at the UC Summit 2008 talking about social media influence in alliances

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  • Xeequa is the first social software solution, that was from ground up developed for businesses. The product is based on experience with business solutions, enterprise needs and social software architecture. Xeequa was founded with the vision to help companies create a better business environment for their ecosystem including customers, prospects, alliances, channels and suppliers as well as all the other constituencies of a business community.
  • Transcript

    • 1. Evolution of alliance and partner networks [email_address]
    • 2.
      • Approximately 30% of the one Billion Internet users are part of a social network
      Social Technology Phenomenon
    • 3. Social Technology Phenomenon
      • Social media is the fastest growing technology ever
    • 4. Social Technology Phenomenon
      • It grew with zero advertising – zero sales zero cold calls
      • In 5 years to 250+ Million users
    • 5. Social Technology Phenomenon
      • How can it help - YOU - TODAY?
    • 6. How do most companies sell today
      • H I S T O R Y
      • Buy contact lists
      • Do mail shots
      • From small Google ads to bill boards
      • Follow up with cold calls
      • Engage call centers
      • Identify “readiness to buy”
      • Qualify the yield
      • Call and try to get an appointment
      • Start a sales process
      • Hope for the best
    • 7. How do YOU buy today
      • You ignore advertising
      • You hate cold calls
      • You through the junk mail in the waste basket
      • You have spam filters
      • You have popup stopper
      • You first check the Internet for meaningful comments
      • You check forums and get interesting opinions
      • You read blogs
      • You discuss with peers or experts
      • You explore with friends or colleagues
      • When you are “ready to buy” the decision is pretty much set in stone
    • 8. Buying and sales cycle disconnect
      • You and your prospects are worlds apart
      • The purchase decision is made - you didn’t even begin your sales cycle
      • The needs analysis and identification process happened in a social network you are not even aware of
      • RESULT
      • The lead qualities of all sources are worst than ever
      • Business is extremely tough
      • Sales results suck
    • 9. … I changed – you didn’t …
    • 10. We need alternatives
      • Growing market share through your community
        • 87%(*) of purchase decisions are based on recommendations
        • Wouldn’t it be nice to get your prospects connected with your customers to develop trust early on?
        • Accelerate the conversation amongst customers, prospects, their peer groups
        • 90%+ of purchased decisions are based on choice: “Select, Compare, Decide model” let customers talk about it.
      • Become a market leader
        • Market leadership is determined by your community
        • Make your customers to advocates, your channels to your alliances and your suppliers to partners
      * Jupiter Research
    • 11. How can it help YOU – TODAY?
      • Yahoo alone has several thousand groups organized around brands such as 3Com, Cisco, Mitel, Nortel, Polycom, Siemens…
      • “ Hi, We have an urgent requirement for Telecom Analyst. Location: Waukegan, IL. Duration: …”
      • “ We plan to moving to an all VoIP infrastructure, 800 stations, any inputs…”
      • Here is what you can do:
    • 12. Build your own community
      • Provide a space for your customers to communicate not only with you but amongst each other
      • Bring prospects into that community
      • Have your business partner help boost the community
      • Bring your product and service teams into the community
      • Provide Forums and Q+A functionality for your community
      • Make this community your social business network
      • Collaborate and share opportunities with selected members of your network
      • Strengthen the relationship with all constituencies of your ecosystem
    • 13. Social media in business – a few cases
      • Social media initiatives in retail
      • Social media initiatives for VARs
      • Social media initiatives for consultants
      • Social media for government business
    • 14. The core philosophy
      • This is NOT your fathers business networking method: Networking to get a new contact through one connection you have to get to a new prospect. What a slow and painful process, no leverage, vague success.
      • This is all about highly effective LEVERAGE
      • Your business ecosystem of customers, prospects and partners together are far more powerful than any individual relation to an individual person.
        • Make your customers talk to prospects
        • Make your partners missionaries of your vision
        • Let your alliances speak for you
        • Let your suppliers help you
    • 15. The Socially Engaged Channel The day you thought you can get rid of all your dealers – you realized they are more important than ever… unknown author ~1800 A.D.
    • 16. Renew the leverage
      • Microsoft has 780,000 partners  10 Million sales people = the largest sales force in the world
      • Cisco has 100,000 partners  More networking engineers than all competitors together
      • Symantec has become the 4 th largest software manufacturer with 65$ products through a channel only strategy – Over 100,000 resellers + every available retailer
      • Dell has launched a community system making over 1 Million customers to their advocates. But Dell remains to be the ONLY PC manufacturer selling exclusively direct
      • The rest fights with friction and channel conflicts that cost profits and market share.
    • 17. The socially networked channel
      • Empower your partners to engage with your ecosystem.
      • Leverage your partners to fuel the conversation, the experience, the recommendations
      • No partner can provide ALL services – therefore help build peer-to-peer networks
      • When you believe in the power of word of mouth – provide the words but consider your partners be the mouth. Facebook took only 5 years to win 60 Million customers – yes it’s free but it was ONLY word of mouth.
      • Empower your partners to build their own integrated customer communities or somebody else will take those customers
    • 18. A network of equal nodes Partners Producer Channel Partner Partners . . . . . Customers Other Vendors True Peers to Peer Networking
    • 19. Facilitate the conversation Customer Customer Partner Customer Customer Partner Partner Partner Partner Partner Alliance Alliance
    • 20.
      • A recent IDC report stated: “As firms mature in their approach to managing ecosystems, network thinking is becoming more prevalent and alliance executives will need a revised toolkit to deliver the results expected by their respective organizations.“
    • 21. Summary
      • Vendors and Channels need to collaborate to create a networked environment for their respective customers
      • Today’s purchase decisions are made within socially interwoven networks of peers, experts, colleagues and industry influencer – be there or loose it
      • Social media is no longer a trendy gimmick for freaks – but a way for businesses to harness market relationships and create an enormous competitive advantage
      • And like always – average Joe’s shop will get it two years later when he realizes that most customers are connected elsewhere.
    • 22. Thank You © 2007, 2008 Xeequa Corp. All rights reserved. Xeequa™, Xeelets™ and the Xeequa logo are either trademarks or registered trademarks of Xeequa Corp. All other company names and product names may be trademarks or registered trademarks of their respective companies or owners. All materials contained herein are the property of each respective company identified on such materials, and may only be used, copied or distributed with the express written permission of each respective company. Xeequa Corp. | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057 | [email_address] | (650) 384-0057 [email_address]
    • 23. About
      • Xeequa is an online social business software provider. The company’s “Social Business Suite” helps corporations strategically develop a more trustful and loyal business ecosystem including their customers, prospects, alliances, channels and suppliers for a better business experience resulting in incremental market share.
      • Xeequa’s Social Business Suite is designed especially for corporations or industry associations and includes social networking, alliance networking, forums, blogs, event tracking and online collaboration such as opportunity or project collaboration. The solution supports corporate organization structures and provides an extended level of privacy rules created for corporate use.
      • The advertising free “software as a service” is subscription based and scales from small businesses to global enterprises. More info on or 1-888-xeequa1