Social Media Academy Orientation Program<br />Axel Schultze<br />President Social Media Academy<br />CEO Xeesm Corp<br />
KinnaJonnson<br />http://xeesm.com/KinnaJonsson<br />
Social Media Academy<br />Social Media Specific Business Trainings<br />Over 3,000 participants from 24 countries<br />Soc...
Social Media Phenomenon<br />600+ Million using the social web – <br />	We are all customers of somebody else<br />$25 Bil...
Social Business vs. profitability<br />Social media engagement *<br />No social media engagement *<br />General Motors -$3...
A methodical Approach<br />
Cross functional Social Media engagement<br />Product Management<br />Social Media is the most economic way to introduce a...
Strategic Social Media Engagement<br />Starting with a thorough assessment<br />Develop a market engagement strategy<br />...
Resources, budgets, ROI<br />Tools may be even free – time never is<br />Social media investments are dominated by investm...
Reporting and analytics in the social web<br />Social media monitoring<br />Influence<br />Sentiment<br />Authority level<...
Methodology Overview<br />Four Quadrant Assessment Methodology<br />Customer, Brand, Partner, Competition<br />NCP Model<b...
The cost side of the business<br />The tools may be free but the time, whether it is your own or the time from your consul...
Online Learning Experience<br />
An online learning experience for an online world<br />We purposely don’t do any class room trainings – instead we live wh...
Real world projects<br />Mindshare Report<br />Buzz Campaigns<br />Citrix / Webex social presence comparison<br />Foster B...
Social Business Masters & Strategists Class<br />February 9 – March 30<br />22/26 lessons on-demand at your own leisure<br...
The Key Elements Of The Certification<br />Cross functional business approach<br />Social media assessment method<br />Soc...
What former students have to say<br />
Social Media Academy Alumni<br />http://Xeesm.com/KM<br />http://Xeesm.com/LaureenEarnest<br />http://Xeesm.com/MikeDubral...
http://xeesm.com/WendySoucie<br />Wendy Soucie<br />
http://xeesm.com/MarioPaladini<br />Mario Paladini<br />
You join a powerful group of 51 social media strategists from around the world<br />
The SMACAD Alumni<br />Annual Alumni meeting in San Francisco<br />Sail cruise on the Bay<br />
Masters & Strategists Class<br />Starting February 9<br />All lessons are on demand at your own leisure<br />All workshops...
ThankYou<br />+1 (650) 384-0057<br />http://SMACAD.com<br />Social Media Academy Page and Group<br />Social Media Academy ...
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Social Media Academy Orientation Program - Key elements of certification

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Intro Webinar presentation - Summer Class 2011 - starting May 18th - more info:
http://socialmedia-academy.com

The Key Elements Of The Certification
Comprehending a cross functional business approach

Leveraging social media assessment methods

Using a social media strategy framework

Supporting social media in functional areas including sales, marketing, support, HR, logistics, product development

Experience with tools, places & networks

Strategy and execution planning

Corporate organization strategy

Reporting & analytics

Budgets, resources, ROI

The seven Social Media Methodologies

Consulting & team building

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Social Media Academy Orientation Program - Key elements of certification

  1. 1. Social Media Academy Orientation Program<br />Axel Schultze<br />President Social Media Academy<br />CEO Xeesm Corp<br />
  2. 2. KinnaJonnson<br />http://xeesm.com/KinnaJonsson<br />
  3. 3. Social Media Academy<br />Social Media Specific Business Trainings<br />Over 3,000 participants from 24 countries<br />Social Media Strategist Certification<br />Social Business Masters Class<br />Business Focus Programs<br />Corporate Social Media Education<br />Channel Empowerment Programs<br />
  4. 4. Social Media Phenomenon<br />600+ Million using the social web – <br /> We are all customers of somebody else<br />$25 Billion advertising shift to online - no longer funny money<br />From 25,000 Yahoo groups in 2008 to 600,000 LinkedIn groups in 2010 can’t be all engineers<br />Companies with $100 Million social media related investments is no longer just a campaign.(2,000 people x $50,000/year)<br />
  5. 5. Social Business vs. profitability<br />Social media engagement *<br />No social media engagement *<br />General Motors -$30B<br />Citi -$27B<br />Ford -$14B<br />Delta Airlines -$8.9B<br />Macy’s -$4.8B<br />Sprint -$2.7B<br />US Airways -$2.2B<br />OfficeMax -$1.6B<br />Hertz -1.2B<br />Wendy’s / Arby’s -$0.4B<br />United Airlines (n/a)<br />Wal-Mart $13B<br />IBM $12B<br />Cisco $8B<br />Verizon $6B<br />Pepsi Co $5B<br />Walt Disney $4.4B<br />UPS $3B<br />Wells Fargo $2B<br />Starbucks $.3B<br />Southwest Airlines $178M<br />Zappos (n/a)<br />* = Based on sentiment analysis (social media monitoring). Company results are from 2009<br />Millions of recommendations drives millions in revenue<br />
  6. 6. A methodical Approach<br />
  7. 7. Cross functional Social Media engagement<br />Product Management<br />Social Media is the most economic way to introduce a new product <br />It’s a perfect seeding ground for a co-creation strategy<br />Support Group<br />Augmenting support forces with engaged customers is very powerful – improving the customer experience<br />Logistics and Procurement<br />Trend analysis through a vast open network - think of the implication to procurement<br />Sales<br />With the new influences in the “educated purchase decision” sales is most impacted by social media<br />Marketing & PR<br />The big change in marketing – moving from industrial media to amplifying user generated content<br />
  8. 8. Strategic Social Media Engagement<br />Starting with a thorough assessment<br />Develop a market engagement strategy<br />Understand the various strategy models<br />Channel empowerment strategy<br />Amplification strategy…<br />Create an executable plan<br />Understand organizational structures<br />Reporting on progress, failure and success <br />
  9. 9. Resources, budgets, ROI<br />Tools may be even free – time never is<br />Social media investments are dominated by investments in human resources / human talents<br />People with social media experience are sought after gems like engineers in the 80’s or 90’s<br />We need to help companies to plan and allocate resources, plan the respective budgets and develop sound ROI models.<br />ROI<br />
  10. 10. 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 />
  11. 11. 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 />Social Media Planning Framework<br />Oxymoron? Unique creative vs. repeatable model<br />Organization Model<br />A Social Media Service Architecture <br />Social Media ROI<br />How to deal with it how to calculate an ROI<br />
  12. 12. The cost side of the business<br />The tools may be free but the time, whether it is your own or the time from your consultants never will.<br />The assessment is typically first: $5,000 - $50,000+<br />The strategy part follows: $5,000 - $300,000 <br />$250 - $800 / hour<br />Strategy execution: $1,500/month - $50,000+/month<br />$180+ per hour or $2,500+ per project<br />Let’s say you task 35 people @ $180k we are talking $6,300,000 – make sure you have adequate guidance<br />$100 Million investments in Social Media do exist<br />
  13. 13. Online Learning Experience<br />
  14. 14. An online learning experience for an online world<br />We purposely don’t do any class room trainings – instead we live where we work<br />Get the real online collaboration experience from day one – in all facets of the social web<br />We use closed blogs and closed groups to collaborate <br />You will do exercises every week, put them on SlideShare and post them in the learning groups<br />You will get hands on from day one<br />You will collaborate with people around the world<br />
  15. 15. Real world projects<br />Mindshare Report<br />Buzz Campaigns<br />Citrix / Webex social presence comparison<br />Foster Beer Social Media Strategy <br />Oracle OnDemand Assessment<br />
  16. 16. Social Business Masters & Strategists Class<br />February 9 – March 30<br />22/26 lessons on-demand at your own leisure<br />You will need to go through 4 lessons per week<br />Allocate 60 minutes per lesson<br />Allocate 6-8 hours per week for exercises<br />6/8 instructor lead online workshops<br />Every Wednesday (approx. 1 hour)<br />Session starting 08:00 AM (PST) 16:00 (CET)<br />Presentations, discussions Q+A<br />Tests after some sessions, plus a final test<br />
  17. 17. The Key Elements Of The Certification<br />Cross functional business approach<br />Social media assessment method<br />Social media strategy framework<br />Functional social media in sales, marketing, support, HR, logistics, product development<br />Tools, places & networks<br />Detailed presence development <br />Strategy and execution planning<br />Corporate organization strategy<br />Reporting & analytics<br />Budgets, resources, ROI<br />The seven Social Media Methodologies<br />Consulting & team building<br />MethodsModelsFrameworks<br />
  18. 18. What former students have to say<br />
  19. 19. Social Media Academy Alumni<br />http://Xeesm.com/KM<br />http://Xeesm.com/LaureenEarnest<br />http://Xeesm.com/MikeDubrall<br />http://Xeesm.com/NancyChou<br />http://Xeesm.com/TomSwift<br />http://Xeesm.com/CatherineSherwood<br />http://xeesm.com/Steve<br />http://xeesm.com/MatthiasBeckmann<br />http://xeesm.com/MatSpar/<br />http://Xeesm.com/WendySoucie<br />http://Xeesm.com/LisaRobb<br />http://Xeesm.com/RMarkMoore<br />http://xeesm.com/wk4coffee/<br />http://Xeesm.com/Speciale<br />http://Xeesm.com/LamiaLee<br />http://Xeesm.com/Walter<br />http://www.socialmedia-academy.com/index.php/about-smacad/alumni/<br />A few randomly selected Social Media Strategists <br />
  20. 20. http://xeesm.com/WendySoucie<br />Wendy Soucie<br />
  21. 21. http://xeesm.com/MarioPaladini<br />Mario Paladini<br />
  22. 22. You join a powerful group of 51 social media strategists from around the world<br />
  23. 23. The SMACAD Alumni<br />Annual Alumni meeting in San Francisco<br />Sail cruise on the Bay<br />
  24. 24. Masters & Strategists Class<br />Starting February 9<br />All lessons are on demand at your own leisure<br />All workshops are instructor lead<br />Every Wednesday (60 – 90 min.)<br />US / EU Workshops starting <br />08:00 am (PST) / 11:00 am EST<br />19:00 (CET)<br />Perform your free online entrance exam<br />$2,250 Social Business Masters Class<br />$3,150 Social Media Strategist Class<br />Register by paying your tuition online<br />Have a 1:1 conversation with us(skype or phone)<br />
  25. 25. ThankYou<br />+1 (650) 384-0057<br />http://SMACAD.com<br />Social Media Academy Page and Group<br />Social Media Academy Group<br />@smacad<br />All social presences: http://xeesm.com/smacad<br />© 2011 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 />
  26. 26. About<br /> The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements.<br /> The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit http://smacad.com<br />

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