The document outlines the importance of social media in business, emphasizing the shift in customer behavior and the necessity for companies to engage with customers in the social web. It discusses strategies for identifying and connecting with customers, managing time effectively in social media engagement, and creating a social presence. Additionally, it highlights the Social Media Academy's education programs aimed at helping business professionals understand and leverage social media in their operations.

1. © Copyright Xeequa Corp. 2008
Social Media Time Management
for business managers

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Speaker Introduction
Axel Schultze
President
XeeSM.com/AxelS
Axel Schultze is the founder and president of the
Social Media Academy. He is an author, chaired
groups in industry associations and won the SF
Entrepreneur Award in 2008. He is also CEO of
Xeequa, the creator of XeeSM.

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Agenda
The shift in customer behavior in all aspects of
business
Making sense out of all that - by finding your
very own customers
Understand where to look and what to look for
in the social web
Being able to define how much time is well
spend - how much is wasted
Creating your own social presence
Dealing with the social web regardless if your
company has a strategy or not

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Shift in customer behavior

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Why social media IS business
The most asked question:
“Has anybody experience with…”
60%-80% of purchases are based on
recommendations. A business need to be part of that
“recommendation chain”
The second most searched term:
“I have problems with…”
Over 80% of user problems are solved in groups.
Businesses need to be part of that service circle.
New products are primarily discussed in the social
web – not based on a TV commercial.
Product management need to understand the
dynamics in the social web
Future buying trends are discussed in social media –
here and now
Logistics managers need to understand how to identify
influencer and read trends early on

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How many still engage today
The current way of doing business:
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
Lead flow dried out
The previous slide indicated: A brand decision
is made before a sales process even began.
A huge disconnect between company and
market

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A shoe dealer gets bought for $800 Million
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 story
but a customer experience / social media success story.

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Making sense out of all that - by finding
your very own customers

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Finding your customers
You can get professional and setup tools like
Techrigy, Scoutlabs, Radian6 and many others.
You can also start simply by taking your
customer list and look them up in LinkedIn,
Twitter, Facebook, Slideshare, YouTube, Flickr,
find their blogs and groups and communities
they post and comment on topics.
If you have a good relationship with them just
ask them. Check out XeeSM and ask them to
tell you.

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Socialize
Let’s assume you have 50 customers it takes
about 1-2 minutes to socialize.
Tweet about something they care or they may
need
Write something on their wall
Respond to their posts or comments
Understand what is important to them
If you have 500 customers you care about,
you will need tools to manage to connections.
In any case you don’t WASTE time by surfing
around and chatting with random people. You
focus on your important relationships.
Allocate 10% of the time you are investing in
the eco system for new connections.

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Being able to define how much time is
well spend - how much is wasted

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The social media time sink
Time well invested
Conversations with your customers
Introducing them to important people
Searching for relevant connections
Providing links to important stories
Blogging about your experience and subject
matter expertise
Exposing as much as possible about you and
your professional and private life
Time wasted
Surfing around and reading stuff that “may be”
interesting – (social media lottery)
Connecting with as many people as possible
“Selling and marketing” in the social web

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The customer care oxymoron
Customer service people spend on average 20%
with customers and 80% with “their other work”
Only the very best sales people spend more than
10% of their available time with the customer. The
rest is seeking new customers, trying to connect,
preparation, reporting, travel…
Product managers spend on average 2% of their
time with the request group and 98% with
processes, definitions, reviews, launches…
_____________
With the social web you can grow your efficiency
easily by 100%
Moving from “tele sales” to “social sales” for
example is on average a 100% gain in effectiveness
and 500% increase in efficiency

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First Social Relationship Manager

16. © Copyright Xeequa Corp. 2008
Creating your own social presence

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It takes time to develop a social graph
What you wrote on your resume you write on
your LinkedIn profile – not a big deal – not of
great value
The network you create (your social graph)
and the activities over that network is of
outmost importance
Do you have recommendations on LinkedIn?
Do you have a blog exposing your subject
matter expertise?
Do you have twitter conversations with other
experts?
Are you quoted and commented or
recommended on other blogs?
It may take a few month to get there.

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It’s not time “spend” but time “invested”
Brush up your LinkedIn profile
Photo, recommendations, join groups and
discuss. (15 min a day)
Create a Facebook fan page
Encourage people to post their experience
(20 minutes a week)
Get up on Twitter
Photo (not logo), real name, bio, be selective
who you follow and maintain dialogs
(15 minutes a day)
Create / boost your blog
Blog about your subject matter expertise
(30-60 minutes a week)
Present your business on SlideShare
Consider YouTube, Flickr, Social bookmarks,
XeeSM, and others

19. © Copyright Xeequa Corp. 2008
Dealing with the social web regardless if
your company has a strategy or not

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My company is not ready for that
We have no budget
We have no resources
We have no plan
We are way to busy (with your success?)
Act or die
I don’t know of anybody who was fired by
acting and developing a positive drive.
I know many who never understood why they
got replaced at some point sometimes after 5
or 10 years.

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What you can do – with or without exec buy-in
Invest some time and understand the new
dynamics of the social web
Check where your customers are
Connect with them
Check where your prospects are
Connect with them
Check partners, alliances, suppliers,
influencers… and engage
Care, converse, help, ask for help…
Allocate a random hour for this every day and
consider it an INVESTMENT. Once you see a
success, you will spend as much as you can.

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Purpose – Objective - Execution
Skip the strategy part fore now (seriously)
Write down the purpose of your engagement
Create a better customer experience
Write down your objectives
50 of my customers talk about our products
within the next 3 month.
Write down what you want to do every day
(execution)
Connect with all customers, prospects,
partners…
Have a conversation with 50 every day
Meet them on Facebook, Twitter in LinkedIn
groups

23. © Copyright Xeequa Corp. 2008
Building a successful
Social Media Engagement Program
for your or your clients business

24. © Copyright Xeequa Corp. 2008
Social Media Academy
Leadership Class

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The Core of the Social Media Academy
Cross functional business approach
Social media assessment method
Social media strategy framework
Functional social media in sales, marketing,
support, HR, logistics, product development
Tools, places & communities
Detailed presence & execution plan
Reporting & analytics
Budgets, resources, ROI
Corporate organization strategy
Consulting & team building
Methods
Models
Frameworks

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Some of the key methodologies (5 out of 7)
Four Quadrant Assessment Methodology
Customer, Brand, Partner, Competition
Hexagon Strategy Framework
Goals, Mission, Benefits, Action, Programs,
Reporting
NCP Model
Network – Contribution – Participation
ComStar Organization Model
A Social Media Service Architecture
Advocacy Driven Engagement Model
Advocacy is the currency for customer
satisfaction and business success

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Leadership Class Details
Leadership Class for
Certified Social Media Strategists
Entrance Examination (required)
September 16 – October 30
Every Wednesday and Friday
8:00 am – 10:00 am
All sessions are instructor lead
online classes
US Morning Session 08:00 AM (PST)
EU Session starting 17:00 (CET)
AU Session starting 10:00 AM Sydney Time
Classes are 20 – 25 people max
Leadership Class, $3,195 /AU$3,920 / £1,960*
Admission at: http://www.socialmedia-academy.com payment: paypal or credit card
* = Gold Member

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Social Media Academy Alumni
Xeesm.com/KM
Xeesm.com/LaureenEarnest
Xeesm.com/MikeDubrall
Xeesm.com/NancyChou
Xeesm.com/TomSwift
Xeesm.com/SusanRice
Xeesm.com/CatherineSherwood
Xeesm.com/MarkEldridge
Xeesm.com/ElsomEldridge
Xeesm.com/SteveGasser
Xeesm.com/MatthiasBeckman
Xeesm.com/MatsonSparling
Xeesm.com/WendySoucie
Xeesm.com/LisaRobb
Xeesm.com/RMarkMoore
Xeesm.com/BarbaraDaniels
Xeesm.com/Speciale
Xeesm.com/LamiaLee
Xeesm.com/Boughty
Xeesm.com/Walter

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Social Media Academy Team
Axel Schultze
Marita Roebkes
John Todor
Adrienne Corn
Walter Adamson
Kevin Mannion

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Thank You
© 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.
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.
Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057
(650) 384-0057
info@socialmedia-academy.com
http://xeesm.com/socialmediaacademy

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About
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.
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.
The Social Media Academy is based in Palo Alto, California. For more
information go to http://www.socialmedia-academy.com