Axel Schultze, founder and president of the Social Medi Academy introduced in this webinar the upcoming Certified Social Media Strategist Program 2010 Agenda * * The implication of the social customer to any business * * A zero budget engagement plan * * A sound social media plan from assessment to execution * * Selection criteria for social media tools * * Reporting and analytics in the social web * * Rules of engagement, management requirements * * Methods, models and frameworks * * How to create a successful consulting business from scratch * * New career opportunities with social media http://socialmedia-academy.com

1. Social Media Leadership ClassCertified Social Media StrategistCertified Social Media Strategist

2. Speaker Introduction Axel Schultze is the founder and president of the Social Media Academy. He is an accomplished entrepreneur and experienced executive in the fields of social media, Software as a Service and global alliance management. He is an author, chaired Groups in industry associations and won the SF Entrepreneur Award in 2008. Axel SchultzePresident

3. Agenda The implication of the social customer to any business A zero budget engagement plan A sound social media plan from assessment to execution - Selection criteria for social media tools - Reporting and analytics in the social web - Rules of engagement, management requirements Methods, models and frameworks How to create a successful consulting business from scratch New career opportunities with social media

4. Academy Intro Social Media Academy started in Jan 2009 The mission is to provide the most comprehensive social media education We had over 3,000 participants from 24 countries in our various education programs Social Media Academy today is in the US (HQ Palo Alto), Europe (London) and Australia (Melbourne) Faculty are all active practitioner Please join our groups, talk to our Alumni, learn from past students what it takes.

5. Implications to business

6. This is not applicable to our business This may work in B2C but not in B2B This is good for B2B but not B2C Our industry is not ready My customers are not there yet Our competitors don’t do anything either My customer never asked me about social media

7. The model of influence changed in its foundation Lead flow as an indicator how customers get engaged. Leads typically represented the start of a process ending with an “Educated Purchase Decision” – it was the begin of a sales process BUT - The customer educationprocess changed, the lead flow dried out! + Internet reg. pages + TV commercials + Tradeshows + Bill boards ???? News paper

8. Social media is where customers meet customers forexperience, skill development, failure prevention…

9. Why social media IS business The most asked question: “Has anybody experience with…” 60%-80% of purchases are based on recommendations. Sales and Marketing 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. Service teams need to be part of that 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 trends early on

10. A shoe dealer get acquired for $860 Million Tony Hsieh (CEO) brought Zappos from $1.6Million in 2001 close to$ 1 BNin revenue by 2008 – It’s NOT an e-commerce success storybut a customer experience / social media success story.

11. The five #1’s for Social Business #1 Commercial ObjectiveBe part of the “Recommendation chain” #1 ChangeCreating a better customer experience #1 ImplicationShifting gear in support, product design teams, sales, and marketing #1 RealizationSocial media powers a cross functional business initiative – not a marketing campaign #1 ResultBusiness growth through advocacy

12. Zero Budget Engagement

13. Resources, budgets, ROI Tools may be free – time never is We need to help companies understand that the investment is a SHIFT IN RESOURCES – not a financial investment. Social media is a zero budget investment and only takes an initial investment in an experienced consultant. Social media ROI is investment in a customer community over the return from that community (dollars on both sides of the equation). ROI

14. From Assessment To Execution

15. Strategic Social Media Engagement Starting with a thorough assessment Understand strength and weaknesses, opportunities and threats Develop a strategy based on a strategy model Create an executable plan Understand organizational structures Execute and report progress, failure and success

16. Cross functional Social Media engagement Product Management Social Media is the most economic way to introduce a new product It’s a perfect seeding ground for a co-creation strategy Support Group Augmenting support forces with engaged customers is very powerful – improves the customer experience Logistics and Procurement Trend analysis through a vast open network - think of the implication to procurement Sales Social selling is nothing new – yet by aligning the sales processes to match the new buying behavior it is a whole new game Marketing The biggest change in marketing history – don’t market INTO but WITH your ecosystem

17. Selection criteria for social media tools You will learn how to select the tools based on a given strategy – not build a strategy around tools. We will help you build a presence and review the development of your presence You will be able to help your business or client to select the tools that are right for them

18. Reporting and analytics in the social web Social media monitoring Influence Sentiment Authority level Connection strength … You will learn about the top 10 reporting tools out of ~100 and havehands on experience with 3-5

19. Methods Models & Frameworks

20. Methodology Overview Four Quadrant Assessment Methodology Customer, Brand, Partner, Competition NCP Model Network – Contribution – Participation Strategy Hexagon Goal, Mission, Benefit, Action, Program, Report Dual Presence Strategy Balanced approach for public and branded communities Advocacy Driven Engagement Model Currency for customer satisfaction and business success Organization Model A Social Media Service Architecture Social Media ROI How to deal with it how to calculate

21. Methodical approach versus a “SMM Campaign” Objective driven, mutually* beneficial social media initiatives (* company & customer) Methodical assessment of the social landscape, customers, prospects, influencer, sentiments, brand presence, partners and competitors. Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterprise Tools selection, presence building, managing resources, budgets, ROI… Result: Turning a company into a well recognized, highly approachable, and top competitive organization!Competing for customers today = competing for their mind share.

22. A Successful Consulting Business

23. Build a sustainable & profitable consulting practice You have three major aspects of consulting: You help people develop a strategy You provide services your clients can’t do themselves You do what your clients don’t want to do Your social media services: Social Media Strategy develop Social media assessments (audits) Create executable plans and work with the teams Presence building and “technical” realization Content development Social Media Monitoring services Ongoing guidance and programs development Training and education

24. Certified Social Media StrategistLeadership Class

25. Leadership Class Details Entrance Exam (Required) All sessions are instructor led online classesstart at 08:00am (PST) Twice a week for two hours a day Small classes , max. 20 people Between each sessions we will work on exercises After some of the sessions you will complete a test At the end you will have a final test and graduate Leadership Class, 14 sessions $3,795 * (Equivalent to $135 / webinar hour, plus you get all the hands on exercises, guidance and collaboration) Register at: http://www.socialmedia-academy.com Payments need to be made in order to get class confirmation and community access* = Early Bird registration is $3,195 by January 26

26. The Key Elements Of The Certification 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 The seven Social Media Methodologies Corporate organization strategy Consulting & team building MethodsModelsFrameworks

27. Session 7 Marketing Exercise:Create a set of marketing objectives for a business _____________ Session 8 Social Media Assessment Group Exercise:Create a plan for a social media assessment _____________ Session 9 Reporting Tools Group exercise:Create a complete social media assessment _____________ Session 10 Strategy development Exercise:Develop a social media strategy for your own business _____________ Session 11 Social Media Plan Exercise:Craft a media plan _____________ Session 12 Budgets, Resources & ROI _____________ Session 13 Human Resource and human talent development _____________ Session 14 The social media department Session 1 Corporate social media purpose and objectives Exercise:Create a video introduction of yourself _____________ Session 2 Networking and socializing - art or science Group Exercise:Developing a personal time table for social business engagements _____________ Session 3 Social media presence development Exercise:Refining your profile and optimize your presence. _____________ Session 4 Social media in a corporate environment Exercise:Define a social vision for your own business _____________ Session 5 PM & Support Group Exercise:Formulate social media integrated product strategy _____________ Session 6 Sales (direct & Indirect), Social CRM Exercise:Develop a set of tasks for a sales organization Session Overview

28. Social Media Academy Team Axel Schultze http://xeesm.com/AxelS John Todor http://xeesm.com/JohnTodor Adrienne Corn http://xeesm.com/AdrienneCorn Walter Adamson http://xeesm.com/Walter Kevin Mannionhttp://xeesm.com/KM Marita Roebkes http://xeesm.com/MaritaR

29. Social Media Academy Alumni (Summer 2009) http://Xeesm.com/KM http://Xeesm.com/LaureenEarnest http://Xeesm.com/MikeDubrall http://Xeesm.com/NancyChou http://Xeesm.com/TomSwift http://Xeesm.com/SusanRice http://Xeesm.com/CatherineSherwood http://xeesm.com/MarkEldrige http://Xeesm.com/ElsomEldridge http://xeesm.com/Steve http://xeesm.com/MatthiasBeckmann http://xeesm.com/MatSpar/ http://Xeesm.com/WendySoucie http://Xeesm.com/LisaRobb http://Xeesm.com/RMarkMoore http://xeesm.com/wk4coffee/ http://Xeesm.com/Speciale http://Xeesm.com/LamiaLee http://Xeesm.com/Boughty http://Xeesm.com/Walter

30. Steps to join the academy Make an entrance Examhttp://www.surveymonkey.com/s.aspx?sm=7olqhNTyQoYwNj8Oe1Dyxw_3d_3d Arrange for an interview+1 (650) 384 0057 Register and pay online:US Programhttp://www.socialmedia-academy.com/blog/index.php/us-program/leadership-class/ EU Programhttp://www.socialmedia-academy.com/blog/index.php/eu-program/leadership-class/ Class starts Feb 10 - 2010 Last session & graduation tests March 26

31. ThankYou +1 (650) 384-0057 http://xeesm.com/SMACAD © 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

32. 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