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Corporate Social Media Education – Social Media Academy


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The Corporate Education Program helps business teams to leverage social media for their day to day business activities. To help understand what we do and what we teach, you can listen to this free introductory webinar and get a feel for content, style and approach.

The corporate education program is not the typical social media training where you learn to setup a LinkedIn profile, how to tweet and how to create a fan page on Facebook. Instead we focus on the business implications, how to leverage what is going on in the market, how to create a strategy, build an executable social media engagement plan and select the right tools for a given strategy.

* The implication of the social customer to any business
* Social Media as a corporate strategy
* A sound plan from assessment to execution
* Selection criteria for social media tools
* Reporting and analytic in the social web
* Team structures and distributing the work load
* Rules of engagement, management requirements
* Methods, models and frameworks
* Class structure, hands on experience
* A sound plan for the next 180 days.

Team manager in marketing, sales, product management or support

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Corporate Social Media Education – Social Media Academy

  1. 1. Social Media LeadershipCorporate Training Program<br />
  2. 2. Academy Intro <br />Social Media Academy started in Jan 2009 <br />The mission is to provide the most comprehensive social media education<br />We had over 3,000 participants from 24 countries in our various education programs<br />Social Media Academy today is in the US (HQ Palo Alto), Europe (London) and Australia (Melbourne)<br />Faculty are all active practitioner<br />Please join our groups, talk to our Alumni, learn from past students what it takes.<br />
  3. 3. You know why – we teach you how<br />
  4. 4. The model of influence changed in its foundation<br />Lead flow as an indicator how customers get engaged.<br />Leads typically represented the start of a process ending with an “Educated Purchase Decision” – it was the begin of a sales process<br />BUT - The customer education process changed, the lead flow dried out!<br />+ Internet reg. pages<br />+ TV commercials<br />+ Tradeshows <br />+ Bill boards<br />????<br />News paper<br />
  5. 5. Social media is where customers meet customers forexperience, skill development, failure prevention…<br />
  6. 6. Why social media IS business<br />The most asked question: “Has anybody experience with…”<br />60%-80% of purchases are based on recommendations. Sales and Marketing need to be part of that “recommendation network”<br />The second most searched term: “I have problems with…”<br />Over 80% of user problems are solved in groups. Service teams need to be part of that circle.<br />New products are primarily discussed in the social web – not based on a TV commercial.<br />Product management need to understand the dynamics in the social web<br />Future buying trends are discussed in social media – here and now<br />Logistics managers need to understand how to identify trends early on<br />
  7. 7. Process Alignment Needed - Now<br />
  8. 8. The five #1’s for Social Business<br />#1 Commercial ObjectiveBe recommended<br />#1 ChangeCreating a better customer experience<br />#1 ImplicationShifting gear in all departments (Marketing, Sales, Support, Product Management… )<br />#1 RealizationSocial media is a cross functional business initiative - Somebody has to start<br />#1 ResultBusiness growth through advocacy <br />
  9. 9. Break Through That Wall<br />Marketing lost it’s edge<br />Sales operates rather disconnected<br />Product managers work in isolation<br />IT focuses on Data not Information<br />
  10. 10. Result: An online shoe dealer worth $860 Million<br />Tony 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.<br />
  11. 11. Social Media Conquers Cubicles<br />
  12. 12. From Assessment To Execution<br />
  13. 13. Strategic Social Media Engagement<br />Starting with a thorough assessment<br />Understand strength and weaknesses, opportunities and threats<br />Develop a strategy based on a strategy model<br />Create an executable plan<br />Understand organizational structures<br />Execute and report progress, failure and success <br />
  14. 14. Methodology Overview<br />Four Quadrant Assessment Methodology<br />Customer, Brand, Partner, Competition<br />NCP Model<br />Network – Contribution – Participation<br />Strategy Hexagon<br />Goal, Mission, Benefit, Action, Program, Report<br />Dual Presence Strategy<br />Balanced approach for public and branded communities<br />Advocacy Driven Engagement Model<br />Currency for customer satisfaction and business success<br />Organization Model<br />A Social Media Service Architecture <br />Social Media ROI<br />How to deal with it how to calculate<br />
  15. 15. Selection criteria for social media tools<br />You will learn how to select the tools based on a given strategy – not build a strategy around tools.<br />We will help you build a presence and review the development of your presence<br />You will be able to help teams and departments to engage in a cohesive way that leads to a more respected more competitive and recommended business<br />
  16. 16. Sales Process Alignment<br />
  17. 17. Reporting and analytics in the social web<br />Social media monitoring<br />Influence<br />Sentiment<br />Authority level<br />Connection strength …<br />You will learn about the top 10 reporting tools out of ~100 and havehands on experience with 3-5<br />
  18. 18. Methodical approach versus “SMM Campaign”<br />Objective driven, mutually* beneficial social media initiatives (* company & customer)<br />Methodical assessment of the social landscape, customers, prospects, influencer, sentiments, brand presence, partners and competitors.<br />Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterprise<br />Tools selection, presence building, managing resources, budgets, ROI…<br />Result: Turning a company into a well recognized, highly approachable, and top competitive organization!<br />
  19. 19. Social Business Applications<br />We can’t remember 4,000 contacts<br />We need to reduce the social background chatter<br />We need to help our teams focus on business onbectives<br />
  20. 20. First Exercise <br />1) If you not already have, setup the following accounts:<br />LinkedIn (Profile brush-up and join a few relevant groups)<br />Facebook (consider it the personal side of your life)<br />Twitter (Be consistent with your profile)<br />Blogger (Create a blog if you don’t already have a blog)<br />MySpace (Setup an account and check if you find contacts)<br />Youtube (Try to find a video you can upload)<br />Flickr (Upload some of your photos)<br />SlideShare (setup a public and a private section)<br />2) Create a 1-3 slide self introduction<br />Upload to SlideShare, and embed in the experimental blog<br /><br />
  21. 21. Advanced Exercise<br />Create an assessment using the tools and the methods you learned so far<br />Use the 4 quadrant assessment model for<br />Customers and prospects<br />Brand and team<br />Partners<br />Competitors<br />Use the Assessment Report Format from Session 8<br />Each team mate will present one quadrant<br />Please complete and present at Session 11 (Social Media Plan)<br />
  22. 22. How the class works<br />
  23. 23. Corporate Training Class<br />Why only online?<br />Social media is all about online conversation, sharing experience and expertise, collaboration and interactions in many other ways. Online classes are the perfect “Exploratorium” to get to develop the new senses of the new world<br />How it works<br />All sessions are instructor led online classes<br />Typically twice a week for two hours a day<br />Exercises between each session<br />Tests after some sessions<br />
  24. 24. Social Media Academy Team<br />Axel Schultze<br />John Todor<br />Adrienne Corn<br />Walter Adamson<br />Kevin Mannion<br />Marita Roebkes<br />
  25. 25. Social Media Academy Alumni<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  26. 26. Ongoing Guidance<br />Profile reviewsWe help all participants with profile enhancements and individual tips<br />Content GuidanceFinding the right blog topics is often not so easy, finding the right tone and size even harder. Identifying content and locations to post is not necessarily everybody’s second nature. We provide year round ideas for topics and guidance to develop the right content for your audience.<br />Socializing - Make it a habitWe are all social - yet, we need to make it a habit. It&apos;s like brushing teeth. Academy team members individually monitor our program members and help with tips and connections to make socializing a habit.<br />Routine Guide LinesDo you add your social network info to your email signature? Do you use it when you comment on other blogs? Did you try to do a personal video? Have you uploaded your latest presentation? Did you tweet about it? Hundreds of little things every day to remember. We coach program members to develop routines so that the day to day work in the social web becomes fun while the routine part is a fraction of the time than it maybe today.<br />Group ExercisesWe provide opportunities to join group exercises and practice certain aspects with others in a team environment.<br />Quarterly 1:1 MeetingEach member has a personal one hour session with the Academy leader per quarter. This session is to get some personal guidance outside the program.<br />
  27. 27. ThankYou<br />+1 (650) 384 0057<br /><br /><br /><br />+1 (650) 384-0057<br /><br />© 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. <br />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.<br />Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057<br />
  28. 28. About<br />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.<br />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. <br />The Social Media Academy is based in Palo Alto, California. For more information go to<br />