Channels go Social Media A new dimension to the social web Vendors empowering their partners
“ Channels go Social Media” Presenters Axel Schultze CEO Xeequa Corp Michael Dubrall Managing Director Gilwell Group, LLC ...
<ul><li>We invited people from within Channel Excellence and Gilwell Group Communities </li></ul><ul><li>We talked about i...
 
 
Go From Reacting To Acting <ul><li>What needs to be done today so your partners can grow and thrive with a social media pr...
Channels 1.0  Channels 2.0  What’s Going Out What’s Coming In Partner Marketing Go-to-market Strategy Social Media  Partne...
Just five years ago it was different <ul><li>When you wanted to buy a computer </li></ul><ul><li>You probably started at a...
When you buy a computer today  (or almost anything) <ul><li>You check the Internet </li></ul><ul><li>You read blogs </li><...
How do most companies sell - still today: <ul><li>Buy contact lists </li></ul><ul><li>Do mail shots </li></ul><ul><li>Adve...
What is Social Media? <ul><li>Technology vendors must adapt their channel programs in response to the availability of Web ...
Social Media  value pyramid Social Media Impacts All Levels Of The Value Chain
Communicating In The Social Web ??? How do you communicate  with your partners? How do your partners communicate with thei...
People Increasingly Use Social Media Tools <ul><li>Blogs </li></ul><ul><li>Micro-blogs </li></ul><ul><li>Social Networking...
Branded Virtual Community Systems
Building Professional Local Virtual Communities <ul><li>Vendor encourages channel partner (provides community?) </li></ul>...
Installed Base Access Grows, Globally VENDOR A, B, C, D....
Tying It All Together Through The Xeecast System Community A  Community B  Community C  Community D  . . . . . .  Communit...
Measuring The Results Measure the success of a Community by size and  level of ongoing activity
A Channel-oriented  Social Media Initiative <ul><li>ACME Corp decided to go social with a specific goal: massive competiti...
Things to remember &quot;Speed is more important than perfection“ Axel’s Blog  “ Perfection is the enemy of success“ Mike’...
<ul><li>The package </li></ul><ul><li>Xeequa Master community license (3 month) </li></ul><ul><li>Branding package to matc...
Thank You ©  2007, 2008 Xeequa Corp.  All rights reserved.  Xeequa™,  Xeelets™ and the Xeequa logo are either trademarks o...
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Channels go Social Media

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Channels Go Social Media

Empowering partners to play a role in the fast-growing "Social Web"

Brand attitude is shifting and purchase decisions are increasingly influenced by social networks, blogs, forums and online communities. Are your channel partners online - where your customers are seeking information? Has your channel marketing adjusted to this new reality?

Vendors need to inspire their partners to stay ahead of the customer buying curve. This is not an ROI question or question of business process effectiveness. This is a question of keeping or losing your partner and customer relationships!

This web-based seminar talks about what needs to be done today:
- How your partners can use social media to stay in touch with customers
- How to use content-rich partner communities to increase sales
- How your partners can grow and thrive with a social media presence
- Why your partners have resisted social media - until now

We will show you how your company can create a corporate social media strategy that:
- Integrates channel partners into your company’s social media strategy
- Combines partners into a large and growing social business network
- Increases your influence over partners and customers
You will see a new social media capability that can change your channel marketing strategy in 2009!

Target Audience:
Manufacturer and distributors selling predominantly through VARs, system integrators and other partner organizations.

Published in: Technology, Business
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  • Congratulation to all EMC, Qwest, and Partnerpedia Social Media Academy Empowered Partners

    The first graduating class of the Social Media Academy Channel Empowerment Program received their diplomas after completing a rigorous six week program and passing a final exam

    http://xeeURL.com/A02205

    best
    Marita
    http://xeesm.com/maritar
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Empowering Your Channel With Social Media

    Webinar on 12/17/09 9 am PST

    If you are a sales or marketing manager in a technology company and you want to improve the performance of your channel partners in 2010 join this 30 minute webinar on 12/17/09.

    http://gilwellgroup.blogspot.com/2009/12/empowering-your-channel-with-social.html

    hope to xee you in the webinar

    Marita
    http://xeesm.com/maritar
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • Channels go Social Media

    1. 1. Channels go Social Media A new dimension to the social web Vendors empowering their partners
    2. 2. “ Channels go Social Media” Presenters Axel Schultze CEO Xeequa Corp Michael Dubrall Managing Director Gilwell Group, LLC Gilwell Group provides research, consulting, and enablement services to help organizations measure, manage, and improve partnership productivity through the use and understanding of Channels 2.0 products and tools. Xeequa is a social media software company providing companies with a branded online community, strategic support and education via the Social Media Academy. Xeequa’s solution and services help companies provide a better customer experience for their business eco system.
    3. 3. <ul><li>We invited people from within Channel Excellence and Gilwell Group Communities </li></ul><ul><li>We talked about it in twitter many times - Some twitterers did a re-tweet </li></ul><ul><li>We posted it in the Facebook Group </li></ul><ul><li>We posted it in the LinkedIn Group </li></ul><ul><li>We discussed it in channel-related LinkedIn groups </li></ul><ul><li>We personally pinged individuals in Partnerpedia </li></ul><ul><li>We emailed several people who asked for information </li></ul><ul><li>If you are not already active in the various spaces, you may find it interesting to follow us: @AxelS and @GilwellGroup on Twitter </li></ul><ul><li>You will also find us on facebook and LinkedIn . All these public places will point you to our online communities Gilwellgroup.xeequa.com and ChannelExcellence.xeequa.com </li></ul>How We Got Here Today
    4. 6. Go From Reacting To Acting <ul><li>What needs to be done today so your partners can grow and thrive with a social media presence </li></ul><ul><li>The forces that are transforming the channel </li></ul><ul><li>How customer purchasing is changing because of the internet (creating a need for new Go-to-market strategies) </li></ul><ul><li>How your partners can use social media to stay in touch with their customers </li></ul><ul><li>How to use content-rich partner communities to increase partner sales (and reduce support costs) </li></ul><ul><li>Why your partners have resisted social media – until now </li></ul>
    5. 7. Channels 1.0 Channels 2.0 What’s Going Out What’s Coming In Partner Marketing Go-to-market Strategy Social Media Partner Communities, interactive sites/wikis, RSS feeds, VOD, SMS, IM, Twitter Named Accounts Traditional Sales Local Partner Territories Advertising Customer Communities Referencing “Experts” Small, frequent transactions “ Purchasing” not “Selling” Partner Portals Email Blasts/Webinars Classroom Training Lead Generation Responsiveness is critical Whole Products Complex Solutions Packaged Software Product Ownership SaaS, HaaS, Open Source Try-and-Buy
    6. 8. Just five years ago it was different <ul><li>When you wanted to buy a computer </li></ul><ul><li>You probably started at a local store and checked things out </li></ul><ul><li>You may have explored the Internet and checked web shops for better pricing </li></ul><ul><li>You may have negotiated with a local store to match the pricing </li></ul><ul><li>You may have ended up buying at CDW or Costco or elsewhere </li></ul><ul><li>BUT AT LEAST THE STORES </li></ul><ul><li>HAD A CHANCE TO DEAL WITH YOU </li></ul>Customer Purchasing is Evolving
    7. 9. When you buy a computer today (or almost anything) <ul><li>You check the Internet </li></ul><ul><li>You read blogs </li></ul><ul><li>You check forums or online groups </li></ul><ul><li>You get feedback in Twitter or other tools </li></ul><ul><li>You ask friends in your social network </li></ul><ul><li>When you are “ready to buy” your brand and product decision is pretty much set in stone </li></ul><ul><li>You mostly ignore advertising </li></ul><ul><li>You hate cold calls </li></ul><ul><li>You have spam filters </li></ul><ul><li>You have a popup blocker </li></ul><ul><li>You throw the junk mail into the waste basket </li></ul>You may not describe it that way – but your purchase decision is made in the social web Go-to-market Strategies Must Also Evolve
    8. 10. How do most companies sell - still today: <ul><li>Buy contact lists </li></ul><ul><li>Do mail shots </li></ul><ul><li>Advertise anywhere from small Google ads to bill boards </li></ul><ul><li>Follow up with cold calls </li></ul><ul><li>Engage call centers </li></ul><ul><li>Identify “readiness to buy” </li></ul><ul><li>Qualify the yield </li></ul><ul><li>Call and try to get an appointment </li></ul><ul><li>Start a sales process </li></ul><ul><li>Hope for the best </li></ul>If channel partners (and vendors) ignore changes in customer purchasing behaviors, they risk their (and their vendors) business future. Social media is not going away! Vendors Need To Lead
    9. 11. What is Social Media? <ul><li>Technology vendors must adapt their channel programs in response to the availability of Web 2.0 tools and technologies, especially Social Media. </li></ul><ul><li>Social Networking is as old as civilization. It involves the sharing of information among friends/acquaintances to socialize, discuss topics of interest, reduce risks, and make more informed decisions. </li></ul><ul><li>Social Media is how the internet has changed social networking. It includes the use of Web 2.0 tools like blogs, wikis, video file sharing, and social networking sites like Facebook to expand the reach of social networking and more effectively capture and share relevant information. (Matt Goddard, R2i.ntegrated.com) </li></ul><ul><ul><li>Virtual Communities combine many social media capabilities in one secure place to facilitate communications, collaboration, and networking for social, educational, or business purposes </li></ul></ul>
    10. 12. Social Media value pyramid Social Media Impacts All Levels Of The Value Chain
    11. 13. Communicating In The Social Web ??? How do you communicate with your partners? How do your partners communicate with their customers? How do the customers communicate with each other?
    12. 14. People Increasingly Use Social Media Tools <ul><li>Blogs </li></ul><ul><li>Micro-blogs </li></ul><ul><li>Social Networking </li></ul><ul><li>Business Networking </li></ul><ul><li>Video on Demand </li></ul><ul><li>SMS </li></ul><ul><li>Podcasts </li></ul><ul><li>Bookmarking </li></ul><ul><li>Interactive web sites (wikis) </li></ul><ul><li>Massively Multiuser Online Role Playing Games (MMORPG) </li></ul><ul><li>All can come together in (Branded) Virtual Communities (many shapes and sizes) </li></ul>
    13. 15. Branded Virtual Community Systems
    14. 16. Building Professional Local Virtual Communities <ul><li>Vendor encourages channel partner (provides community?) </li></ul><ul><li>Channel partner invites local customers and prospects </li></ul><ul><li>Community provides interesting (non advertising) content </li></ul>Customer Benefits Partner Benefits Intensifying the customer relationships with additional services Members help members to reduce support load Customer advocacy brings new members and new business Members reach out to people they never would meet otherwise The community health is proportional to their business health Discussing and learning from other customers Skill development access to know how Educational videos and interesting clips Events and ability to meet others through online meeting setup Meeting interesting people and growing their network
    15. 17. Installed Base Access Grows, Globally VENDOR A, B, C, D....
    16. 18. Tying It All Together Through The Xeecast System Community A Community B Community C Community D . . . . . . Community N Master community Distributing smart, non advertisial content such as blog posts, events, white papers, news, video clips to hundreds or thousands of partner community systems. Partner communities Allow selected vendors to syndicate content with their customer community. Getting content directly to the existing installed base
    17. 19. Measuring The Results Measure the success of a Community by size and level of ongoing activity
    18. 20. A Channel-oriented Social Media Initiative <ul><li>ACME Corp decided to go social with a specific goal: massive competitive displacement </li></ul><ul><ul><li>The only way to grow is to displace competition </li></ul></ul><ul><ul><li>The only way to displace competition is to win their customers </li></ul></ul><ul><li>Their Social Media Strategies </li></ul><ul><li>Build a master community as HOME BASE </li></ul><ul><li>Empower the channel to build local end-user communities </li></ul><ul><li>Provide relevant blog posts white papers, product releases, application notes, events, online or offline video clips, training clips, and more </li></ul><ul><li>Provide resellers with financial incentives to grow their community </li></ul><ul><li>Continue to engage in selected “public spaces” where customers also congregate </li></ul><ul><li>Gain direct access to reseller’s installed base </li></ul><ul><li>Use that access to influence the conversation about our products </li></ul>ACME
    19. 21. Things to remember &quot;Speed is more important than perfection“ Axel’s Blog “ Perfection is the enemy of success“ Mike’s corollary
    20. 22. <ul><li>The package </li></ul><ul><li>Xeequa Master community license (3 month) </li></ul><ul><li>Branding package to match the current website design </li></ul><ul><li>Community setup service </li></ul><ul><li>Three Partner communities, connected to the master community </li></ul><ul><li>Branding for the partner communities </li></ul><ul><li>The helping hand </li></ul><ul><li>In-house team presentation </li></ul><ul><li>Social Media blueprint development (objectives and timeline) </li></ul><ul><li>Adding content to the community </li></ul><ul><li>Web-based partner presentation </li></ul><ul><li>Sand castle exercise (building a connected social media world) </li></ul><ul><ul><li>Partner invites a small and selected number of test customers </li></ul></ul><ul><ul><li>Customer introduction webinar </li></ul></ul><ul><ul><li>Customers play in the sandbox for a few days </li></ul></ul><ul><li>Review meeting with partners, including customers </li></ul><ul><li>Washing the castle away - exploring the cement </li></ul>The “Social Media Sandbox”
    21. 23. 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] | www.xeequa.com Xeequa (650) 384-0057 [email_address] (925) 855-0678 [email_address]

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