What you should know about Social Media for corporations” This introductory webinar gives you a comprehensive insight into Social Media for corporations: 1) Cross functional strategy for business improvements 2) More effective way to compete for mind-, and market share 3) Less expensive way to create a better customer experience It is a 60 minute compressed presentation of our 2 month leadership class Social Media in corporations - are you ready?: What do you know about your customers in the social web? Do you know what customers say about you and your brand? Do you know how open your customer base is and therefore how vulnerable you are? How do you identify and work with key influencer? Are you ready if your competitors go after your customers in the social web? Are you able to create a social media strategy? Do you know how to leverage the social web for your support organization? Do you have an idea about ROI and effectiveness of social media? Do you know how to measure improvements and success in the social web? Did you ever consider involving and leveraging your partners? Did it occur to you that the social web may be ideal to compete for mindshare? Do you have enough information to decide whether to ignore or engage? Agenda/Content: The Social Web from a corporate point of view Assessing a company’s social presence Social media as a cross functional model Creating a social media strategy Understanding reporting and analytics tools Dealing with ROI, budget and resource planning Developing an execution plan Building a successful social media organization This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners. Target Audience: - Business professionals on all levels and all department across all industries. - Social media consultants or consultants entering the social media space.

1. Social Media for Corporations
Leadership Class Summer 2009
Certified Social Media Consultant / Manager
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2. Follow on conversation
Axel will be available for 1:1 meetings
after the presentation. Please
schedule with Marita Roebkes
mr@socialmedia-academy.com
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3. 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 Schultze
President
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4. Social Media Phenomenon
300 Million using the social web –
can’t be all kids.
Business
People
$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
Students
alone can’t be all faked.
A strategic presidential campaign
based on Social Media is more than
Freaks
an experiment.
Companies with $100 Million social
media budget is no longer a game.
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5. 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.
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6. 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
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7. 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
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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
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
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10. 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”
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11. Social Media
as corporate initiative
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12. Corporations are ready to engage
Corporate America executives do get it
But they need to overcome some major hurdles
No.1 obstacle: EDUCATION
Expertise with corporate experience is rarely available
Hundreds of social media consultants - but most do just
tactical marketing campaigns
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13. 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
Companies are complex organisms that are
managed by key value pairs like “Objectives –
Achievements” “Investments – Returns”
“Strategy – Execution” …
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14. Business Social Media Tasks & Responsibilities
Understanding the socio economic changes in our society
Social media impact on corporations
Social media assessments and vulnerability analysis
Tools, places and spaces – what makes sense for business
Creating and crafting a Social Media strategy
Competing for mind, and market share in the social web
The changing face of marketing & PR in the Social Media age
The new sales organization (from behavior to execution)
Social Media in logistics and procurement departments
Product development, co-creation and new support structures
From quot;Human Resourcesquot; to quot;Human Talent Management“
Social media plan development
Social Media team building, organizational structures, reporting
Brand development in a super active market
The Social Media presence, tools and places & spaces
Reporting and analytics tools. Asking the right questions
Budgets, resources, planning and ROI considerations
Building a sustainable social media culture & presence
Creating and managing a social media department
Creating a profitable social media consulting practice
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15. Starting with a professional assessment
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16. Creating a “Dual Presence” strategy
1. Companies need to be where their
customers are
Businesses will need to be present in the
various networks, groups, tools and initiatives
Public Branded
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
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17. Social relationship considerations
ABC Corporation
Empower your partners because they “own” the social relationship to your customers
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18. 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?
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19. Cross functional Social Media engagement
Product Management
Social Media is – again – the perfect seeding ground
to develop a co-creation strategy
Support Group
Augmenting support forces with engaged customers
is more powerful than just adding 1+1 – Imagine
the synergetic forces
Logistics and Procurement
Needs and trends was never been faster to analyze
than through a vast open network think of the
implication to procurement
Sales
Social selling is theoretically not new – yet with the
new tools it’s a whole new experience
Marketing
The biggest change in marketing history – don’t
market INTO but THROUGH your ecosystem
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20. Tools Selection – What makes sense for business
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21. Social Media Planning
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 very
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.
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22. 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
ROI We need to help companies to plan and
allocate resources, plan the respective budgets
and develop sound ROI models.
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23. Reporting – Reporting - Reporting
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24. 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 enterprise
Managing resources, budgets, ROI…
Tools may be free – time never will.
25 people cost over $3 Million a year – you
better understand what you are doing
Result: Turn a company into a well
respected, approachable, yet highly
competitive organization!
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25. 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
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26. 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 market
Public 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
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27. Social Media Academy
Leadership Class
© Copyright Xeequa Corp. 2008

28. The Key Elements Of The Leadership Class
Cross functional business approach
Social media assessment
(Tools & methodology)
Social media strategy framework
Functional social media in sales, marketing,
support, HR, logistics, product design…
Tools, places & communities
Methods Detailed presence & execution plan
Models
Reporting & analytics
Frameworks
Budgets, resources, ROI
Reality, management and services
Consulting & team building
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29. SMLC-09 Alumni
Janice Chai-Chan @janicefl
(Florida)
Kevin Mannion @KevinMannion
(UK)
Laureen Earnest @LaureenEarnest
(South Carolina)
Mike Dubrall @MikeDubrall
(California)
Nancy Chou @nchou
(California)
Tim Moore
@TimMoore
(Missouri)
Tom Swift @tomswift
(Texas)
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30. Leadership Class Details
Online Entrance Examination (required)
Course starts May 6 – 2009
All sessions are instructor lead online meetings
start at 08:00am (PST) / 17:00 (CET)
16 Days - 2 hours per day
Every Wednesdays and Fridays
Between each sessions we will work on exercises
After most session you will complete a test
Final session Friday, June 26
Cost $3,600 for Gold Members ($112/hour webinar)
At the end you will have a final test and graduate
When you pass you get a the certificate
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31. Graduation Ceremony
Graduation Ceremony
& get together
Where it all began
Palo Alto, CA
Team event
Sailing cruise on the
San Francisco Bay
Register at:
http://www.socialmedia-academy.com
Payments need to be made in order to get class confirmation and community access
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32. Social Media Academy Award
January 22 - 2010
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33. Thank You
(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
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34. 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
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