XeeSM/SRM General Introduction Nov/09


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Introducing the first Social Relationship Management System (SRM). XeeSM/SRM helps users to focus on people, not networks and provides alignment between social media and business objectives.

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  • Good opening session today. The presentations were great - appreciate sharing this one!
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  • Thanks for sharing the slides here, Axel. This was an excellent presentation. You set the bar for the week very high with your opening session! Looking forward to more all week.
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  • To listen to the presentation please visit the XeeSM blog -


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XeeSM/SRM General Introduction Nov/09

  1. 1. IntroducingSocial Relationship Management by<br />XeeSM<br />
  2. 2. Agenda<br />Lead development history as a barometer for our changing business climate <br />Business processes alignment with changes in the market<br />The need for social relationship management<br />Introducing XeeSM/SRM<br />Social Relationship Management <br />in Sales<br />in Product Management<br />in Marketing<br />in Support<br />In HR<br />Business model & SRM 2015<br />
  3. 3. Lead Development History<br />Marketing heavily stimulated sales lead development over the last 50 years<br />But the customer education & buying has rapidly changed in the last 5 years<br />Leads was the beginning of the “Educated Purchase Decision” – not any longer<br />+ Internet reg. pages<br />+ TV commercials<br />+ Tradeshows <br />+ Bill boards<br />????<br />News paper<br />
  4. 4. Sales process change<br />The customer education process changed the sales process – it’s now customer dominated<br />
  5. 5. Peer influence & Recommendations<br />In the 80’s advertising was the most stimulating activity to buy, followed by calls, visits and follow-up sales activities<br />Today it is peer information followed by recommendations.<br />80% of purchase decisions are based on recommendations<br />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<br />
  6. 6. The need for Social Relationship Management<br />Our Marketing, Sales, Support, Service, Product Management, Product Design departments need to be where our current and future customers are<br />They – like we ourselves – are in LinkedIn, Facebook, MySpace, Twitter, SlideShare, Yahoo Groups, YouTube, Flickr…<br />But we can’t say “everybody tweets” – hey lets all go on Facebook…<br />The social web is a maize of people, connections and conversations<br />We need tools to focus, align, measure, model and tune our engagement – like we always did since trade began 3,000 B.C.<br />
  7. 7. Social Relationship Management<br />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 <br />We need a tool that helps us focus on<br /> PEOPLE – not networks <br /> CONTRIBUTING – not promoting<br /> OBJECTIVES – not random chats<br />
  8. 8. XeeSM/SRMSocial Relationship Management<br />
  9. 9. The new objectives in a more social business<br />Listening to customers not only in a 1:1 conversation but always and anywhere<br />Building products they want – not products we HOPE they buy<br />Catering to their buying process – not our old sales process<br />Providing support they need – not support we expect them to use<br />Making customers to advocates not a percentage of a customer satisfaction statistic<br />
  10. 10. What would it look like?<br />A list of all my customers and their places<br />A way to simply access them from one consol<br />Remember where I have been and how often<br />Tells me where I need to act<br />Reminds me what I did<br />Helps me managing objectives even so the vary from project to project<br />I can manage as an individual, but also share with a team and even with external partners or the customers themselves<br />Something SUPER EASY TO USE<br />
  11. 11. The free XeeSM<br />(3) Use your dashboard to monitor notes and track your progress, benchmarks and reports<br />(1) Approachability is thefirst step to more business<br />(2) Create a list of relevant people to focus on.Remember: It’s people – not networks!<br />
  12. 12. Creating a business caseXeeSM F l i g h t <br />
  13. 13. Create and onboard a flight – share it with others<br />
  14. 14. SRM for Sales Managers<br />
  15. 15. The selling and buying disconnect<br />The way most companies sell today:<br />Buy contact lists, do mail shots<br />From small Google ads to bill boards<br />Augment lead generation with cold calls<br />Qualify, engage, try selling …<br />Compete harder then ever – lower profits than ever<br />The lead flow dried out<br />Businesses are dependent on “accidental” purchases<br />Businesses have zero participation in the recommendation process<br />The way most people buy today<br />You read blogs<br />You check forums or online groups<br />You get some feedback in Twitter or other tools<br />You ask friends in your social network<br />When you are “ready to buy” your brand and product decision is pretty much set in stone<br />Most of us ignore advertising<br />Most of us hate cold calls<br />Most of us through mail in the waste basket<br />Most of us have spam filters<br />Most of us have changes<br />
  16. 16. Social Relationship Management for Sales<br />Create a “FLIGHT” for a specific project, campaign, initiative – you may share it with others<br />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…<br />Add all prospects, customers to the FLIGHT<br />Visit them frequently, review their blogs, answer questions, introduce them to others, create a valuable dialog<br />Check of fulfilled objectives for each person<br />
  17. 17. Telesales versus Social Sales<br />The top telesales people can dial 100 people per day connect with 10 and get some success with 3<br />The top social sales people are able to touch about 200 people per day connect with 50 and get some success with 15<br />That’s a 2x increase in reach and a 5x increase in productivity<br />
  18. 18. Social Relationship Management Demo<br />November<br />17<br />09:15 AM (PST)<br />How can XeeSM/SRM assist to turn a telesales team into a social sales team?<br />Setting up a sales flight, objectives and helping a team to engage with customers and prospects<br />Social selling – like any selling – has it’s own set of dynamics, KPIs, goals and objectives.<br />How to leverage XeeSM/SRM to engage and execute a successful sales strategy in the new era?<br />
  19. 19. SRM for Product Managers<br />
  20. 20. Traditional Launch versus “Social Launch”<br />Product launches are expensive, risky and time consuming. It is hard to penetrate a global market with limited budgets and resources.<br />A social media based launch offers a new way of bringing a product into the market through customer leverage and advocacy. <br />
  21. 21. Social Relationship Management for Product Launches<br />Create a “FLIGHT” for a specific product launch – you may share it with others<br />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…<br />Add all advocates, influencer, key customers and important user to the FLIGHT<br />Visit them frequently, review their blogs, comment and ask to blog about the new product, make introductions…<br />Check of fulfilled objectives for each person<br />Create a buzz by fueling your network with ideas, support and loyalty<br />
  22. 22. Social Relationship Management Demo<br />November<br />18<br />08:30 AM (PST)<br />What can XeeSM/SRM do to help Product Managers get closer to the market?<br />Setting up a PM flight, objectives and helping a PM team to listen, learn and engage.<br />Using SRM for financial impact: <br />reduction of product design cost<br />reducing the risk of product flops<br />increasing the product launch power<br />Co-Creation with XeeSM/SRM.<br />
  23. 23. SRM for Marketing Managers<br />
  24. 24. Contact database vs. social network <br />It’s ever harder to get sponsorship support<br />More difficult to stay in touch with press, blogger and other influencer<br />Keeping a relationship with alliances, service provider event venues agencies<br />And each campaign requires a different and new team composition<br />Every campaign, every program, every initiative requires a set of “good friends” and with growing importance some influential customers who help pull this off<br />It is not so much about the list of contacts and their addresses but an easy way to get in touch<br />
  25. 25. Social Relationship Management for Marketing<br />Create a “FLIGHT” for a specific initiative like a sponsorship or campaign<br />Setup up to 5 relationship objectives you like to achieve together with your network<br />Add the relevant people to the FLIGHT<br />Visit them frequently, read and comment on their blogs, re-tweet news, socialize and learn how you can help them…<br />Keep the blogger happy by re-tweeting their content, commenting on their posts<br />Check of fulfilled objectives for each person<br />
  26. 26. Social Relationship Management Demo<br />December<br />2<br />09:00 AM (PST)<br />Social media based marketing is all about orchestrating relationships<br />How can XeeSM/SRM help marketing teams to navigate their own (marketing) relationships as well as the relevant connections for their business organization?<br />Marketing gets a new, cross functional role: Listen, learn and influence a market through all departments using XeeSM flights.<br />From setup to execution.<br />
  27. 27. SRM for HR Managers<br />
  28. 28. CV reviews versus social checks<br />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<br />Requesting a candidate to provide their XeeSM (which they can setup in minutes for free) eradicates that search almost entirely.<br />Added value: The XeeSM FLIGHT can be easily shared between recruiter and hiring manager<br />
  29. 29. Social Relationship Management for HR<br />Create a “FLIGHT” for each job you have to fill – you may share it with others<br />Setup up to 5 main skills or attributes a candidate must match<br />Add all applicants to the FLIGHT<br />Review their social presence, social skills, communication skills, how they expose their subject matter expertise…<br />Check of matches with your required skill sets<br />Distill matching candidates to the short list and invite them to an interview<br />
  30. 30. Social Relationship Management Demo<br />November<br />20<br />09:00 AM (PST)<br />45% of the top recruiter and hiring managers check their candidates social graph<br />What can a candidate do to make it more attractive<br />How can XeeSM/SRM assist to make it easier to find the best talents?<br />How can a hiring manager and recruiter collaborate through a XeeSM flight?<br />What objectives should be set?<br />
  31. 31. Social Relationship Management<br />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 <br />We need a tool that helps us focus on<br /> PEOPLE – not networks <br /> CONTRIBUTING – not promoting<br /> OBJECTIVES – not random chats<br />
  32. 32. My company is not ready for that<br />We have no budget<br />We have no resources<br />We have no plan<br />We just don’t know…<br />Just start using XeeSM/SRM on your own<br />Add 30-50 of your most relevant contacts <br />Visit their social presence once every other day<br />Connect, care, comment, listen and learn<br />The rest comes just by itself<br />
  33. 33. XeeSM/SRM Best Practices Webinar<br />Agenda:* Setup tips for the XeeSM profile* Best ways to promote your XeeSM* Using XeeSM with Google* Creating some favorites<br /> * 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<br />Target audience:Business managers with larger social networks<br />Date / Time:December 2, 9:00 am (PST)<br />Cost:No charge<br />
  34. 34. Business Model<br />
  35. 35. Target audience<br />Small businesses<br />Consultants, agencies, local service provider<br />Relationship management (XeeSM/SRM PRO)<br />Mid enterprise<br />Manufacturer, service provider<br />Inside sales team (XeeSM/SRM Team)<br />Product teams (XeeSM/SRM PRO or Team)<br />Marketing teams (XeeSM/SRM PRO or Team) <br />Corporate customers<br />Departmental social media engagement<br />Sales organizations (XeeSM/SRM Corp)<br />Marketing organization (XeeSM/SRM Corp)<br />Customer service teams (XeeSM/SRM Corp)<br />HR department (XeeSM/SRM Corp)<br />
  36. 36. Joining the XeeSM/SRM Beta<br />Beta Profile<br />Have your XeeSM on Twitter/FB/LI profile<br />Have more than 100 hits on your XeeSM<br />Member of the LinkedIn SRM group and Facebook page<br />Have a business case how you will use XeeSM<br />Blog, tweet and share your impressions<br />You will find an invitation on your profile<br />What’s in for you?<br />Free license of XeeSM/SRM team until Jan 1 2011<br />You will get an additional 20 invite keys to XeeSM/SRM team – also free use until 1/1/11<br />
  37. 37. XeeSM/SRM – license based pricing model<br />XeeSM/SRM PRO $7.95/user/month<br />XeeSM/SRM Team $19.95/user/month<br />30 day free trial<br />API for external developer (Q1/2010)<br />
  38. 38. Social Media 2015<br />Large companies (1,000+ employees) can’t just say &quot;Hey everybody goes on Twitter&quot; or &quot;People our new strategy is Facebook“<br />2010 Will be the year of social media strategy investment. By 2012 the fortune 5,000 businesses will have a social media strategy implemented<br />By 2014 50% of the larger and smaller businesses will follow<br />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.<br />
  39. 39. Feedback – Q+A<br />Q + A<br />
  40. 40. ThankYou<br />(650) 384-0057<br />Inspiration@Xeequa.com<br />© 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.<br />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.<br />Xeequa Corp. | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057 | Info@xeequa.com | www.xeequa.com<br />
  41. 41. About<br /> Xeequa is a social media software provider, helping businesses create a better business experience for their customers, prospects and partners.<br />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.<br />The online services (SaaS) are subscription based, suitable for individual business managers, independent teams or corporate organizations.<br />The privately held company is based in Palo Alto, California.<br />