Customer Experience Development - Leadership Class Introduction

Customer Experience DevelopmentLeadership Class IntroductionCertified Social Media Consultant / Manager,[object Object],mr@socialmedia-academy.com,[object Object]

Speaker Introduction,[object Object],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.,[object Object],Axel SchultzePresident,[object Object],XeeSM.com/AxelS,[object Object]

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

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

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

Now let’s look at our companies,[object Object],The current way of doing business:,[object Object],Buy contact lists, do mail shots,[object Object],From small Google ads to bill boards,[object Object],Augment lead generation with cold calls,[object Object],Qualify, engage, try selling …,[object Object],Compete harder then ever – lower profits than ever,[object Object],Lead flow dried out,[object Object],The previous slide indicated: A brand decision is made before a sales process even began.,[object Object],A huge disconnect between company and market,[object Object]

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

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

Customers created their own customer experience model,[object Object]

Social Media closing the customer experience gap,[object Object]

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

Starting with a professional assessment,[object Object],Your customers,[object Object],Your status,[object Object],Your team,[object Object],Your partners,[object Object],Your competitors,[object Object],Citrix / Webex AssessmentPresentation July 22nd,[object Object]

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

Social relationship considerations,[object Object],ABC Corporation,[object Object],Empower your partners because they “own” the social relationship to your customers,[object Object]

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

Cross functional Social Media engagement,[object Object],Product Management,[object Object],Social Media is a perfect seeding ground to develop a co-creation strategy,[object Object],The most economic way to introduce a new product,[object Object],Support Group,[object Object],Augmenting support forces with engaged customers is very powerful – improves the customer experience,[object Object],Logistics and Procurement,[object Object],Trend analysis through a vast open network - think of the implication to procurement,[object Object],Sales,[object Object],Social selling is theoretically not new – yet with the new tools it is truly a whole new customer experience,[object Object],Marketing,[object Object],The biggest change in marketing history – don’t market INTO but WITH your ecosystem,[object Object]

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

Social Media Leverage - Orchestration,[object Object],Managing an ecosystem of thousands of customers and hundreds of partners with hundreds of team mates requires some planning,[object Object],Groups in LinkedIn, Yahoo, Google, Facebook, MySpace and many other locations are resource demanding,[object Object],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,[object Object],Social Media Planning goes beyond the traditional media plan in marketing. It needs to consider products, support and other topics.,[object Object]

Create a social media services organization,[object Object],The Social Media Service Team,[object Object],Works as a service team with the internal departments and the external members of the social media strategy team,[object Object],Very similar to IT, the Social Media Team supports all departments within an organization.,[object Object],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.,[object Object],The SMT may be in touch with the market but does not perform any business relevant activities with customers, prospects or partners.,[object Object]

Resources, budgets, ROI,[object Object],Tools may be even free – time never is,[object Object],Social media investments are dominated by investments in human resources / human talents,[object Object],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,[object Object],We need to help companies to plan and allocate resources, plan the respective budgets and develop sound ROI models.,[object Object],ROI,[object Object]

Reporting – Reporting - Reporting,[object Object],Network size,[object Object],Connection strength,[object Object],Influence,[object Object],Social Capital,[object Object],Sentiment,[object Object],Communication frequency,[object Object],Authority level,[object Object],…,[object Object]

Methodical approach versus a “campaign”,[object Object],Objective driven “Creating a better business experience for the respective eco system”,[object Object],Methodical assessment of the social landscape, customers, prospects, influencer, sentiments, brand presence, partners and competitors.,[object Object],Creating a strategy, a media plan, using tools and frameworks to make that possible for an enterprise,[object Object],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,[object Object],Result: Turning a company into a well recognized, approachable, and highly competitive organization!,[object Object]

Making Social Media The Customer Experience Base,[object Object],Listen – and listen carefully. Not once, not through a survey but ongoing and strategically,[object Object],Approachability – not through your voice activated computers but through your social strategy, leveraging networks and your eco system.,[object Object],Leverage – the customers that have experience and are sought after experts,[object Object],Use – the creativity of your customers in the product design phases and product introductions,[object Object],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.,[object Object]

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

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

Social Media AcademyLeadership Class,[object Object]

The Key Elements Of The Leadership Class,[object Object],Cross functional business approach,[object Object],Social media assessment method,[object Object],Social media strategy framework,[object Object],Functional social media in sales, marketing, support, HR, logistics, product development,[object Object],Tools, places & communities,[object Object],Detailed presence & execution plan,[object Object],Reporting & analytics,[object Object],Budgets, resources, ROI,[object Object],Corporate organization strategy,[object Object],Consulting & team building,[object Object],MethodsModelsFrameworks,[object Object]

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

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

Social Media Academy Team,[object Object],Axel Schultze @AxelS,[object Object],Marita Roebkes @MaritaR,[object Object],John Todor @JohnTodor,[object Object],Adrienne Corn @AdriCorn,[object Object],Walter Adamson @G2M,[object Object],Kevin Mannion @KevinMannion,[object Object]

Social Media Academy Alumni,[object Object],@janicefl,[object Object],@KevinMannion,[object Object],@LaureenEarnest,[object Object],@MikeDubrall,[object Object],@nchou,[object Object],@tomswift,[object Object],@susanrlincoln,[object Object],@sherwoodmktg,[object Object],@eldridge2m,[object Object],@Elsom,[object Object],@stevegasser,[object Object],@matthiss,[object Object],@MatSpar,[object Object],@wendysoucie,[object Object],@lisarobb1,[object Object],@RMarkMoore,[object Object],@WK4Coffee,[object Object]

ThankYou,[object Object],(650) 384-0057,[object Object],info@socialmedia-academy.com,[object Object],© 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. ,[object Object],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.,[object Object],Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057,[object Object]

About,[object Object],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.,[object Object],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. ,[object Object],The Social Media Academy is based in Palo Alto, California. For more information go to http://www.socialmedia-academy.com,[object Object]

Customer Experience Development - Leadership Class Introduction

Customer Experience Development - Leadership Class Introduction

Recommandé

Contenu connexe

Tendances

Tendances(20)

En vedette

En vedette(20)

Similaire à Customer Experience Development - Leadership Class Introduction

Similaire à Customer Experience Development - Leadership Class Introduction(20)

Plus de Society3

Plus de Society3(18)

Dernier

Dernier(20)

Customer Experience Development - Leadership Class Introduction