XeeSM / SRM Introduction Nov/09

IntroducingSocial Relationship Management by
XeeSM

Agenda
Lead development history as a barometer for our changing business climate
Business processes alignment with changes in the market
The need for social relationship management
Introducing XeeSM/SRM
Social Relationship Management
in Sales
in Product Management
in Marketing
in Support
In HR
Business model & SRM 2015

Lead Development History
Marketing heavily stimulated sales lead development over the last 50 years
But the customer education & buying has rapidly changed in the last 5 years
Leads was the beginning of the “Educated Purchase Decision” – not any longer
+ Internet reg. pages
+ TV commercials
+ Tradeshows
+ Bill boards
????
News paper

Sales process change
The customer education process changed the sales process – it’s now customer dominated

Peer influence & Recommendations
In the 80’s advertising was the most stimulating activity to buy, followed by calls, visits and follow-up sales activities
Today it is peer information followed by recommendations.
80% of purchase decisions are based on recommendations
Sales organizations need to understand the recommendation flow. Marketing organizations need to become part of the action. Product design need to listen to the publicly available customer expressions. Support need to be integrated in the customer discussion process

The need for Social Relationship Management
Our Marketing, Sales, Support, Service, Product Management, Product Design departments need to be where our current and future customers are
They – like we ourselves – are in LinkedIn, Facebook, MySpace, Twitter, SlideShare, Yahoo Groups, YouTube, Flickr…
But we can’t say “everybody tweets” – hey lets all go on Facebook…
The social web is a maize of people, connections and conversations
We need tools to focus, align, measure, model and tune our engagement – like we always did since trade began 3,000 B.C.

We need to have a tool that helps us focus on our business objectives – while we develop a social relationship with our relevant customers, prospects and partners
We need a tool that helps us focus on
PEOPLE – not networks
CONTRIBUTING – not promoting
OBJECTIVES – not random chats

XeeSM/SRMSocial Relationship Management

The new objectives in a more social business
Listening to customers not only in a 1:1 conversation but always and anywhere
Building products they want – not products we HOPE they buy
Catering to their buying process – not our old sales process
Providing support they need – not support we expect them to use
Making customers to advocates not a percentage of a customer satisfaction statistic

What would it look like?
A list of all my customers and their places
A way to simply access them from one consol
Remember where I have been and how often
Tells me where I need to act
Reminds me what I did
Helps me managing objectives even so the vary from project to project
I can manage as an individual, but also share with a team and even with external partners or the customers themselves
Something SUPER EASY TO USE

The free XeeSM
(3) Use your dashboard to monitor notes and track your progress, benchmarks and reports
(1) Approachability is thefirst step to more business
(2) Create a list of relevant people to focus on.Remember: It’s people – not networks!

Creating a business caseXeeSM F l i g h t

Create and onboard a flight – share it with others

SRM for Sales Managers

The selling and buying disconnect
The way most companies sell today:
Buy contact lists, do mail shots
From small Google ads to bill boards
Augment lead generation with cold calls
Qualify, engage, try selling …
Compete harder then ever – lower profits than ever
The lead flow dried out
Businesses are dependent on “accidental” purchases
Businesses have zero participation in the recommendation process
The way most people buy today
You read blogs
You check forums or online groups
You get some feedback in Twitter or other tools
You ask friends in your social network
When you are “ready to buy” your brand and product decision is pretty much set in stone
Most of us ignore advertising
Most of us hate cold calls
Most of us through mail in the waste basket
Most of us have spam filters
Most of us have changes

Social Relationship Management for Sales
Create a “FLIGHT” for a specific project, campaign, initiative – you may share it with others
Setup up to 5 sales objectives that indicates success in your network like: a meeting, an introduction, joining a group or community, an endorsement, a sale…
Add all prospects, customers to the FLIGHT
Visit them frequently, review their blogs, answer questions, introduce them to others, create a valuable dialog
Check of fulfilled objectives for each person

Telesales versus Social Sales
The top telesales people can dial 100 people per day connect with 10 and get some success with 3
The top social sales people are able to touch about 200 people per day connect with 50 and get some success with 15
That’s a 2x increase in reach and a 5x increase in productivity

Social Relationship Management Demo
November
17
09:15 AM (PST)
How can XeeSM/SRM assist to turn a telesales team into a social sales team?
Setting up a sales flight, objectives and helping a team to engage with customers and prospects
Social selling – like any selling – has it’s own set of dynamics, KPIs, goals and objectives.
How to leverage XeeSM/SRM to engage and execute a successful sales strategy in the new era?

SRM for Product Managers

Traditional Launch versus “Social Launch”
Product launches are expensive, risky and time consuming. It is hard to penetrate a global market with limited budgets and resources.
A social media based launch offers a new way of bringing a product into the market through customer leverage and advocacy.

Social Relationship Management for Product Launches
Create a “FLIGHT” for a specific product launch – you may share it with others
Define up to 5 objectives you like to keep track of. Like have users blog about their experience, join your community, talk about their feature requests…
Add all advocates, influencer, key customers and important user to the FLIGHT
Visit them frequently, review their blogs, comment and ask to blog about the new product, make introductions…
Create a buzz by fueling your network with ideas, support and loyalty

November
18
08:30 AM (PST)
What can XeeSM/SRM do to help Product Managers get closer to the market?
Setting up a PM flight, objectives and helping a PM team to listen, learn and engage.
Using SRM for financial impact:
reduction of product design cost
reducing the risk of product flops
increasing the product launch power
Co-Creation with XeeSM/SRM.

SRM for Marketing Managers

Contact database vs. social network
It’s ever harder to get sponsorship support
More difficult to stay in touch with press, blogger and other influencer
Keeping a relationship with alliances, service provider event venues agencies
And each campaign requires a different and new team composition
Every campaign, every program, every initiative requires a set of “good friends” and with growing importance some influential customers who help pull this off
It is not so much about the list of contacts and their addresses but an easy way to get in touch

Social Relationship Management for Marketing
Create a “FLIGHT” for a specific initiative like a sponsorship or campaign
Setup up to 5 relationship objectives you like to achieve together with your network
Add the relevant people to the FLIGHT
Visit them frequently, read and comment on their blogs, re-tweet news, socialize and learn how you can help them…
Keep the blogger happy by re-tweeting their content, commenting on their posts

December
2
09:00 AM (PST)
Social media based marketing is all about orchestrating relationships
How can XeeSM/SRM help marketing teams to navigate their own (marketing) relationships as well as the relevant connections for their business organization?
Marketing gets a new, cross functional role: Listen, learn and influence a market through all departments using XeeSM flights.
From setup to execution.

SRM for HR Managers

CV reviews versus social checks
45% of all hiring managers review a candidates social graph. Looking at LinkedIn profiles, trying to find a candidate on Twitter, Facebook, YouTube is very time consuming – the search process alone may require up to 30 minutes per candidate
Requesting a candidate to provide their XeeSM (which they can setup in minutes for free) eradicates that search almost entirely.
Added value: The XeeSM FLIGHT can be easily shared between recruiter and hiring manager

Social Relationship Management for HR
Create a “FLIGHT” for each job you have to fill – you may share it with others
Setup up to 5 main skills or attributes a candidate must match
Add all applicants to the FLIGHT
Review their social presence, social skills, communication skills, how they expose their subject matter expertise…
Check of matches with your required skill sets
Distill matching candidates to the short list and invite them to an interview

November
20
09:00 AM (PST)
45% of the top recruiter and hiring managers check their candidates social graph
What can a candidate do to make it more attractive
How can XeeSM/SRM assist to make it easier to find the best talents?
How can a hiring manager and recruiter collaborate through a XeeSM flight?
What objectives should be set?

We need to have a tool that helps us focus on our business objectives – while we develop a social relationship with our relevant customers, prospects and partners
We need a tool that helps us focus on
PEOPLE – not networks
CONTRIBUTING – not promoting
OBJECTIVES – not random chats

My company is not ready for that
We have no budget
We have no resources
We have no plan
We just don’t know…
Just start using XeeSM/SRM on your own
Add 30-50 of your most relevant contacts
Visit their social presence once every other day
Connect, care, comment, listen and learn
The rest comes just by itself

XeeSM/SRM Best Practices Webinar
Agenda:* Setup tips for the XeeSM profile* Best ways to promote your XeeSM* Using XeeSM with Google* Creating some favorites
* The XeeSM Dash Board* Creating Flights, setting objectives* Best practices setting objectives* On-boarding people into a flight* Focusing on the relationship - not administration* Best practices on following up with objectives* Share a flight with your team* Share a flight with your customers
Target audience:Business managers with larger social networks
Date / Time:December 2, 9:00 am (PST)
Cost:No charge

Business Model

Target audience
Small businesses
Consultants, agencies, local service provider
Relationship management (XeeSM/SRM PRO)
Mid enterprise
Manufacturer, service provider
Inside sales team (XeeSM/SRM Team)
Product teams (XeeSM/SRM PRO or Team)
Marketing teams (XeeSM/SRM PRO or Team)
Corporate customers
Departmental social media engagement
Sales organizations (XeeSM/SRM Corp)
Marketing organization (XeeSM/SRM Corp)
Customer service teams (XeeSM/SRM Corp)
HR department (XeeSM/SRM Corp)

Joining the XeeSM/SRM Beta
Beta Profile
Have your XeeSM on Twitter/FB/LI profile
Have more than 100 hits on your XeeSM
Member of the LinkedIn SRM group and Facebook page
Have a business case how you will use XeeSM
Blog, tweet and share your impressions
You will find an invitation on your profile
What’s in for you?
Free license of XeeSM/SRM team until Jan 1 2011
You will get an additional 20 invite keys to XeeSM/SRM team – also free use until 1/1/11

XeeSM/SRM – license based pricing model
XeeSM/SRM PRO $7.95/user/month
XeeSM/SRM Team $19.95/user/month
30 day free trial
API for external developer (Q1/2010)

Social Media 2015
Large companies (1,000+ employees) can’t just say "Hey everybody goes on Twitter" or "People our new strategy is Facebook“
2010 Will be the year of social media strategy investment. By 2012 the fortune 5,000 businesses will have a social media strategy implemented
By 2014 50% of the larger and smaller businesses will follow
But by 2015 60% of the large enterprises will have not only a social media presence, but also a strategy and a rolled out initiative that has business objectives, embeds a customer experience model, KPIs and all the other aspects of a well laid out business strategy.

Feedback – Q+A
Q + A

ThankYou
(650) 384-0057
Inspiration@Xeequa.com
© 2009 Xeequa Corp. All rights reserved. XeeSM™, Xeequa™, 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 | Info@xeequa.com | www.xeequa.com

About
Xeequa is a social media software provider, helping businesses create a better business experience for their customers, prospects and partners.
The company’s new flagship product is the Social Relationship Manager XeeSM. Xeequa is also maker of the free URL shortenerXeeURL and a white label community server.
The online services (SaaS) are subscription based, suitable for individual business managers, independent teams or corporate organizations.
The privately held company is based in Palo Alto, California.

XeeSM / SRM Introduction Nov/09

by Axel Schultze on Nov 16, 2009

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XeeSM / SRM Introduction Nov/09 — Presentation Transcript