XChange Tech Innovators 2010

Leveraging Social Mediaas a way to grow business

Axel SchultzeCEO Xeesm Corp

FounderSocial Media Academy

Social Media Specific TrainingsOver 3,000 participants from 24 countries

Social Media Strategist CertificationCorporate Social Media EducationChannel Empowerment ProgramsChannel Management Training

Social Media Academy

Understand the change

The model of influence has changed

1990’s• Source: Technology magazines• Influencer: Media• How: Inquiries through fax

2000’s• Source: Internet websites• Influencer: References, Vendor presence • How: Inquiries through online forms

2010’s• Source: Search & Social Media• Influencer: User generated content• How: Direct request with SKU and price

expectation

News paper

+ Bill boards

+ Tradeshows

+ Internet reg. pages

+ TV commercials

????

The new product discovery model

Social media is where customers meet customers for

experience, skill development, failure prevention…

The Educated Purchase Decision

UP UNTIL RECENTLYExperts in storesIndustry analystsVendor based expertise

Educated Purchase Decision

THE CHANGEExperienced customersBloggerEngaged users

Educated Purchase Decision

…what star sales guys do on the green - socialize

Let all sales people do…

The five #1’s for Social Media In Channels

#1 Overall Business ObjectiveBe recommended

#1 RealizationChannel partners continue the own the customer relationship (more than ever)

#1 ChangePartners Need to build an active presence

#1 ImplicationInvest in partner empowerment

#1 ResultMaking your partners the biggest recommendation base

Is it cost or lethargy?

Social networks $0.00Presence building $500Training $695Program Consulting

$10,000+Monitoring tools $300

Old world:Lead generation / lists

$3,000Outsourced call centers $25,000News paper, yellow pages $5,000+Google ads

$5,000+

TIME?Don’t dare to spend a second on any networkExclusively spend time with your customers

Where to start?

Step by step engagement

Social partner relationshipsShare with each other where you are

Vendors to empower partnerPartner empowerment programs (training), motivation

and success programs

Partners to recommend vendorsProactive contribution in the social web, becoming part

of the recommendation chain and defend your position as middleman

Share your social presence with each other

Obstacle No.1 • We don’t even know who is • active and where they are…

Create a free Xeesm andintroduce yourself• Xeesm.com/yourname Xeesm.com/AxelS

Professional Social Relationship Management

Don’t search around for your partners or vendor contacts

Keep them all together in a “Social Address Book”

It can be integrated in Salesforce.com

Strengthen your relationships

Partner Empowerment

Obstacle No.1 • We don’t even have a strategy ourselves

Training is all your partners need• To develop your presence• Learn to identify the influencer• From socializing to business engagement• Demand generation 2.0 practice • …

Social Media Based Partner Program

ObjectivesReviewRewards

Vendor Side Social Media Strategy Part II

Got channels? Amplify the partners engagement

• Mention their posts on your site• Re-tweet their content• Reiterate their comments• Mention their answers• Introduce their teams• …

Develop a high impact plan for your channel team what to do and when

Start social media monitoring

Recommend your vendors

Obstacle No.1• We don’t even know where our customers are

Identify your customers presenceProactively contribute to the conversationsDefend your position as middleman

Build your presence

Technology VAR PresenceAccelBus Systems - 360Aryan partners - 671BlueWolf - 168,000Compvue - 3,610

Technology VAR PresenceAccelBus Systems - 360Aryan partners - 671BlueWolf - 168,000Compvue - 3,610

Wendy Soucie ‘s presence :“25,000 reasons to talk to me”

Wendy Soucie ‘s presence :“25,000 reasons to talk to me”

Leverage monitoring tools

Know when somebody asks “Does anybody has experience with… Catch discussions around your products or brands Be alerted when your prospects are active Win back influence

Professional Social Relationship Management

Create your social address book of customers

Visit all your customers weekly Know what’s on top of their mindYou see last touchesMonitor objectives

Instead of browsing and searching through Twitter, Facebook and LinkedIn :

Focus

Recognize the implicatyions

Summary

Your channel can recommend your products like no direct sales force ever can

© Copyright Xeequa Corp. 2008

http://bit.ly/xti10Presentation to dowload

Get your ducks in a rowI’m happy to help+1 (650) 384-0057

xeesm.com/AxelS

Thank You

Questions & Answers

Q + A

Resources – Connections

Http://socialmedia-academy.comHttp://xeesm.com

http://www.linkedin.com/groups?gid=2698760 http://www.linkedin.com/groups?gid=2785151http://www.linkedin.com/groups?gid=1768647

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