Webinar Australia: What you should know about Social Media for corporations

© Copyright Xeequa Corp. 2008

Social Media for CorporationsLeadership Class Summer 2009

Certified Social Media Consultant / Manager

2© Copyright Social Media Academy 2009

Copying or distribution is prohibited

Speaker Introduction

Axel SchultzePresident

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.

Walter AdamsonAustralian Partner

Social Media Academy

Walter Adamson is the Founder and Principal at Digital Investor Pty Ltd and CEO at NewleaseG2M. NewleaseG2M is the exclusive partner in Australia for the Social Media Academy. Walter has been awarded with 6 Australian patents and is Advisor to the ICT Strategy Board of the Government of Victoria, Australia.



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 for 2008 is no longer funny money.25,000 business groups on Yahoo alone can’t be all faked.A strategic presidential campaign based on Social Media is more than an experiment.Companies with $100 Million social media budget is no longer a game.

Social Media Phenomenon



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.



Let’s start with YOU, ME, all of us

When you select a brand or product

You read blogsYou check forums or online groupsYou get some feedback in Twitter or other toolsYou ask friends in your social networkWhen you are “ready to buy” your brand and product decision is pretty much set in stone

Most of us ignore advertisingMost of us dismiss cold callsMost of us through mail in the waste basketMost of us have spam filtersMost of us have changed



Now let’s look at our companies

The current way of doing business:Buy contact lists, do mail shotsFrom small Google ads to bill boardsAugment lead generation with cold callsQualify, engage, try selling …Compete harder then ever – lower profits than everLead 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



It doesn’t happen to me

This may work in B2C but not in B2BElaborate sales processes

Our industry is not readyMaybe high tech but not…

My company is not ready for thatAll the complicated structures and responsibilities

My team is not there yet…Some are close to retirement

All good stuff – but security, integration…IT infrastructure dominance

All of the above maybe 100% true





If you don’t follow your customers

There are numerous examples from past history, demonstrating what happens if customers take new routes.Many companies however just don’t recognize when that is happening to them.

“No opportunity is lost – someone will take it”


Social Media as corporate initiative



Corporations are ready to engage

Corporate executives do get itBut they need to overcome some major hurdles

No.1 obstacle: EDUCATIONExpertise with corporate experience is rarely availableHundreds of social media consultants - but most do just tactical marketing campaigns



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 objectivesTeamsBrandsProducts

Companies are complex organisms that are managed by key value pairs like “Objectives – Achievements” “Investments – Returns” “Strategy – Execution” …



Business Social Media Tasks & Responsibilities

Understanding the socio economic changes in our societySocial media impact on corporationsSocial media assessments and vulnerability analysisTools, places and spaces – what makes sense for businessCreating and crafting a Social Media strategyCompeting for mind, and market share in the social webThe changing face of marketing & PR in the Social Media ageThe new sales organization (from behavior to execution)Social Media in logistics and procurement departmentsProduct development, co-creation and new support structuresFrom "Human Resources" to "Human Talent Management“Social media plan developmentSocial Media team building, organizational structures, reportingBrand development in a super active marketThe Social Media presence, tools and places & spacesReporting and analytics tools. Asking the right questionsBudgets, resources, planning and ROI considerationsBuilding a sustainable social media culture & presenceCreating and managing a social media departmentCreating a profitable social media consulting practice



Starting with a professional assessment

Your customers

Your status

Your team

Your partn

ers

Your competitors



Creating a “Dual Presence” strategy

1. Companies need to be where their customers areBusinesses 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 toBusinesses also need a “social home” where they can point everybody to – where they can invite their customers



Social relationship considerations

ABC Corporation

Empower your partners because they “own” the social relationship to your customers



Developing a social media strategy

10 Questions to form a social media strategy

1) What is the purpose of the engagement?2) Who is the target audience?3) What are the main topics in the eco system?4) What are the top goals of the community?5) What places, spaces and tools are used?6) What are benefits for the ecosystem?7) What are the goals and objectives?8) What tools and places will support the

engagement?9) How will we leverage our team, partners and

other resources?10) How will we measure progress and success?



Cross functional Social Media engagement

Product ManagementSocial Media is – again – the perfect seeding ground to develop a co-creation strategy

Support GroupAugmenting support forces with engaged customers is more powerful than just adding 1+1 – Imagine the synergetic forces

Logistics and ProcurementNeeds and trends was never been faster to analyze than through a vast open network think of the implication to procurement

SalesSocial selling is theoretically not new – yet with the new tools it’s a whole new experience

MarketingThe biggest change in marketing history – don’t market INTO but THROUGH your ecosystem



Tools Selection – What makes sense for business



Social Media Planning

Managing an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planningGroups in LinkedIn, Yahoo, Google, Facebook, MySpace and many other locations are very resource demandingTopics, 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 orchestratedSocial Media Planning goes beyond the traditional media plan in marketing. It needs to consider products, support and other topics.



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



Reporting – Reporting - Reporting

Network size

Connection strength

Influence

Social Capital

Sentiment

Communication frequency

Authority level

…

Network size

Connection strength

Influence

Social Capital

Sentiment

Communication frequency

Authority level

…



Methodical approach versus a “campaign”

Objective driven “Creating a better business experience for the respective eco system”Methodical assessment of the social landscape, presences, influencer, sentiments, brand presence, partners and competitors.Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterpriseManaging resources, budgets, ROI…Tools may be free – time never will.25 people cost over $3 Million a year – you better understand what you are doingResult: Turn a company into a well respected, approachable, yet highly competitive organization!



The consulting side of the business

The tools may be free but the time, whether it is your own or the time from your consultants never will.

The assessment is typically first: $5,000 - $50,000+The strategy part follows: $5,000 - $300,000

$250 - $800 / hour

Strategy execution: $1,500/month - $50,000+/month$180+ per hour or $2,500+ per project

Let’s say you task 35 people @ $180k we are talking $6,300,000 – make sure you have adequate guidance$100 Million investments in Social Media do exist



The agency side of the business

Ad agencies need to learn how to deal with the new media. Social Media is a creativity challenge – the old pattern are worn out. New agencies will bring new creative models to the marketPublic relations will not go away but radically change. It is no longer pushing information into an anonymous mass market, but seeding and nurturing conversations within a socially engaged market. TV advertising no longer helps getting mind share. But parties and community engagement models do. Video clips can be produced and distributed at much lower cost – but we need more of them.The marketing budget requirements are not going to shrink but it will be used very differently


Social Media AcademyLeadership Class



The Key Elements Of The Leadership Class

Cross functional business approachSocial media assessment(Tools & methodology)Social media strategy frameworkFunctional social media in sales, marketing, support, HR, logistics, product design…Tools, places & communitiesDetailed presence & execution planReporting & analyticsBudgets, resources, ROIReality, management and servicesConsulting & team building

MethodsModels

Frameworks



SMLC-09 Alumni

Janice Chai-Chan(Florida)Kevin Mannion(UK)Laureen Earnest(South Carolina)Mike Dubrall(California)Nancy Chou(California)Tim Moore(Missouri) Tom Swift(Texas)

@nchou

@janicefl

@LaureenEarnest

@TimMoore

@MikeDubrall

@KevinMannion

@tomswift



Leadership Class Details

Online Entrance Examination (required)

Course start June 3rd

All sessions are instructor lead online meetingsstart at 10:00 am EDT (Sydney/Melbourne Time)16 Days - 2 hours per dayEvery Wednesdays and FridaysBetween each sessions we will work on exercisesAfter most session you will complete a testFinal session Friday, July 24Cost $3,600 for Gold Members ($112/hour webinar)

At the end you will have a final test and graduateWhen you pass you get a the certificate



Leadership Class Details

Online Entrance Examination (required)

Course start June 2rd

All sessions are instructor lead online meetingsstart at 5:00 pm PDT 16 Days - 2 hours per dayEvery Tuesday and ThursdayBetween each sessions we will work on exercisesAfter most session you will complete a testFinal session Thursday, July 23Cost $3,600 for Gold Members ($112/hour webinar)

At the end you will have a final test and graduateWhen you pass you get a the certificate



Social Media Academy AwardJanuary 22 - 2010



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

Social Media Academy - AustraliaWalter Adamson456 Lonsdale St

MelbourneAustralia 3000

+61 403 345 632Twitter: @G2M

Social Media Academy – USAMarita Roebkes

228 Hamilton Ave.Palo Alto, CA, 94301

+1 (650) 384 0057Twitter: @AxelS

[email protected]



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