The document introduces the Social Media Academy leadership class. It provides an overview of the class which takes a cross-functional business approach to teaching social media strategy. The class covers topics like social media assessments, developing social media strategies, integrating social media across different business functions, selecting tools, developing engagement plans, analytics, and consulting. The class is taught online over 14 days and includes exercises, tests, and a final exam to graduate. The goal is to help business professionals understand how to best apply social media across their organizations in a holistic way.

1. Customer Experience DevelopmentLeadership Class IntroductionCertified Social Media Consultant / Manager mr@socialmedia-academy.com

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 XeeSM.com/AxelS

3. Social Media Phenomenon 300 Million using the social web – can’t be all kids. $23 Billion advertising shift to online media in 2008 and $1B add revenue reported by MySpace no longer funny money. 25,000 business groups on Yahoo alone can’t be all faked. A presidential campaign based on Social Media is more than an experiment. Companies with $100 Million social media budget is no longer a game.

4. Elevate your point of view for the next 50 minutes Get away from the tools, blogs, campaigns and the other noise and elevate your point of view Take off and have a look at the social media world from outer space. Get a holistic view, let’s think business, implications and the consequential development.

5. Let’s start with YOU, ME, all of us When you select a brand or product You read blogs You check forums or online groups You get some feedback in Twitter or other tools You ask friends in your social network When you are “ready to buy” your brand and product decision is pretty much set in stone Most of us ignore advertising Most of us dismiss cold calls Most of us through mail in the waste basket Most of us have spam filters Most of us have changed

6. Now let’s look at our companies 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

7. Customer Experience Disconnect The disconnect in the way we all select and buy – and the way we sell results in a rather uncomfortable customer experience. Your companies influence in the purchase process is at the lowest level ever “anybody experience with…” is the most asked question by customers in the social web – the answers are provided by everybody but you. The “Customer Experience” happens outside the reach, the control and even outside the awareness of the businesses

8. It doesn’t happen to me This may work in B2C but not in B2B Elaborate sales processes Our industry is not ready Maybe high tech but not… My company is not ready for that All the complicated structures and responsibilities All good stuff – but security, integration… IT infrastructure dominance This time it doesn’t matter what excuses you may have

9. Customers created their own customer experience model

10. Social Media closing the customer experience gap

11. Alignment: Social Media & Corporate Objectives Companies can’t just say – “Hey everybody goes on LinkedIn, let’s have a page on Facebook and start twittering” Companies need to manage their possible presence in the social web in a holistic way, incorporating: Corporate objectives Teams Brands Products Processes Companies are complex organisms that are managed by key value pairs like “Objectives – Achievements” “Investments – Returns” “Strategy – Execution” …

12. Starting with a professional assessment Your customers Your status Your team Your partners Your competitors Citrix / Webex AssessmentPresentation July 22nd

13. Creating a “Dual Presence” strategy Companies need to be where their customers are Businesses will need to be present in the various networks, groups, tools and initiatives Groups on LinkedIN, Facebook, MySpace, Twitter, SlideShare, YouTube, Flikr… 2. Companies need to have a space where they point their customers to Businesses also need a “social home” where they can point everybody to – where they can invite their customers

14. Social relationship considerations ABC Corporation Empower your partners because they “own” the social relationship to your customers

15. Developing a social media strategy 10 Questions to form a social media strategy What is the purpose of the engagement? What are the main topics in the eco system? What are the top goals of our customers? What are our partners doing? What are our competitors doing? What places and networks are important? What benefits can we offer? What will we need to do to achieve our and our customers objectives? How will we leverage our team, partners and other resources? How will we measure progress and success?

16. Cross functional Social Media engagement Product Management Social Media is a perfect seeding ground to develop a co-creation strategy The most economic way to introduce a new product 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 theoretically not new – yet with the new tools it is truly a whole new customer experience Marketing The biggest change in marketing history – don’t market INTO but WITH your ecosystem

17. Tools Selection – What makes sense for business ONLY IF WE KNOW: What customers want What our objectives are How support needs tobe involved What role PM plays How sales will get engaged How marketing will be involved What our strategy is… THEN WE SELECT THE APPROPRIATE TOOLS AND ENGAGE

18. Social Media Leverage - Orchestration Managing an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planning Groups in LinkedIn, Yahoo, Google, Facebook, MySpace and many other locations are resource demanding Topics, timelines, sentiments and news need to be covered and at the same time company news, product launches, product updates, technology introductions, organizational changes need to be orchestrated Social Media Planning goes beyond the traditional media plan in marketing. It needs to consider products, support and other topics.

19. Create a social media services organization The Social Media Service Team Works as a service team with the internal departments and the external members of the social media strategy team Very similar to IT, the Social Media Team supports all departments within an organization. The SMT works on strategy, performs assessments, provides tools and services but will most likely not execute. In other words it provides advice, guidance, tools and services, but the sales team still remains the main contact to customers, the service team continues to provide the services and so forth. The SMT may be in touch with the market but does not perform any business relevant activities with customers, prospects or partners.

20. Resources, budgets, ROI Tools may be even free – time never is Social media investments are dominated by investments in human resources / human talents Social media is all about people – it may well become even more massive as in the 80’s or 90’s when engineers were the most sought after people We need to help companies to plan and allocate resources, plan the respective budgets and develop sound ROI models. ROI

21. Reporting – Reporting - Reporting Network size Connection strength Influence Social Capital Sentiment Communication frequency Authority level …

22. Methodical approach versus a “campaign” Objective driven “Creating a better business experience for the respective eco system” 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 Managing resources, budgets, ROI…Tools may be free – time never will.35 people cost $6 Million a year – you better understand what you are doing Result: Turning a company into a well recognized, approachable, and highly competitive organization!

23. Making Social Media The Customer Experience Base Listen – and listen carefully. Not once, not through a survey but ongoing and strategically Approachability – not through your voice activated computers but through your social strategy, leveraging networks and your eco system. Leverage – the customers that have experience and are sought after experts Use – the creativity of your customers in the product design phases and product introductions Advocacy – by far the least expensive way of market and sell anything. Let you customers spread the word – provide a platform and make sure they have a benefit.

24. Social Media Stories / Cases Domino Pizza– Video causing disaster Mattel – Mother’s feedback – Awareness Starbucks – Customer Co-Creation of business Burger King – Attention Deficit – Drop your friends Blend Tec – Video Clip – Awareness Dell – Holistic approach - Revenue LinkSys – customers help customers – support cost Cisco – Partner Engagement Skittles – Lot of noise – but new business? eBags – Product Quality Engagement +30% Salesforce.com – Idea Exchange The larger portion of social media engagement is based on a tactical marketing idea – rather than a customer experience driven holistic business strategy.

25. The consulting side of the business Some consulting cost ranges: The assessment range: $ 5,000 - $50,000+ The strategy part: $10,000 - $300,000 Strategy execution: $ 5,000+ / month Consultants range from $200 - $800/hour Let’s say you task 35 people of your team@ $170k we are talking $6,000,000 Make sure you have adequate guidance $100 Million investments in Social Media do exist(1,600 people at $70,000 / year)

26. Social Media AcademyLeadership Class

27. The Key Elements Of The Leadership Class 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 MethodsModelsFrameworks

28. Leadership Class Details Online Entrance Examination (required) All sessions are instructor lead online classesstart at 08:00am 9/0 or 05:00pm 9/8 (PST) Classes are 20 – 25 people max Foundation Class, 4 days $795 * Leadership Class, 14 days $3,195 * Consulting Class addition, 16 days $3,600 * Between each sessions we will work on exercises After most session you will complete a test At the end you will have a final test and graduate Register at: http://www.socialmedia-academy.com Payments need to be made in order to get class confirmation and community access* = Gold Member

29. Social Media Academy Services Company specific social media classes Leadership class for a company team Company specific adjustments possible Social Media research Corporate research projects Competition analysis Consulting Projects SOMA Consulting Group Involving graduates and students

30. Social Media Academy Team Axel Schultze @AxelS Marita Roebkes @MaritaR John Todor @JohnTodor Adrienne Corn @AdriCorn Walter Adamson @G2M Kevin Mannion @KevinMannion

31. Social Media Academy Alumni @janicefl @KevinMannion @LaureenEarnest @MikeDubrall @nchou @tomswift @susanrlincoln @sherwoodmktg @eldridge2m @Elsom @stevegasser @matthiss @MatSpar @wendysoucie @lisarobb1 @RMarkMoore @WK4Coffee

32. ThankYou (650) 384-0057 info@socialmedia-academy.com © 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

33. 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