View
1.623
Download
1
Category
Preview:
DESCRIPTION
The Channel is the stepchild of the family At least for the last 50 years 75% of world trade goes through channels Mainly through the power of direct marketing How to empower your partners with Social Media
Citation preview
© Copyright Xeequa Corp. 2008
Channel Empowerment
Axel SchultzePresident Social Media Academy
CEO Xeesm Corp
2© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Academy Intro
Social Media Academy started in Jan 2009
The mission is to provide the most comprehensive social media education
We had over 3,000 participants from 24 countries in our various education programs
Social Media Strategist Certification
Corporate Social Media Education
Channel Empowerment Programs
3© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Social Media Academy Alumni
http://Xeesm.com/KM
http://Xeesm.com/LaureenEarnest
http://Xeesm.com/MikeDubrall
http://Xeesm.com/NancyChou
http://Xeesm.com/TomSwift
http://Xeesm.com/SusanRice
http://Xeesm.com/CatherineSherwood
http://xeesm.com/MarkEldrige
http://Xeesm.com/ElsomEldridge
http://xeesm.com/Steve
http://xeesm.com/MatthiasBeckmann
http://xeesm.com/MatSpar/
http://Xeesm.com/WendySoucie
http://Xeesm.com/LisaRobb
http://Xeesm.com/RMarkMoore
http://xeesm.com/wk4coffee/
http://Xeesm.com/Speciale
http://Xeesm.com/LamiaLee
http://Xeesm.com/Boughty
http://Xeesm.com/Walter
4© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Status quo
The Channel is the stepchild of the family
At least for the last 50 years
75% of world trade goes through channels
Mainly through the power of direct marketing
You HAVE to be in social media
Because 500 MM people are there
Because I can sell you consulting
Earth is a disk
…
Today we make a change
5© Copyright Social Media Academy 2009 Copying or distribution is prohibited
For the next 45 Minutes
Elevate your point of view.
Getting off the tools discussion and the social chatter
Lift up and take a look from outer space
Come back and have a few steps you can do tomorrow without “Executive Buy-in”
6© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Understand the change
7© Copyright Social Media Academy 2009 Copying or distribution is prohibited
The model of influence changed in its foundation
Number of inquires has dropped to the floor
Request for information – lowest ever
Leads typically represented the start of a process ending with an “Educated Purchase Decision” – it was the begin of a sales process
That “education process” has changed!
0
200
400
600
800
1000
1960 1970 1980 1990 2000 2010
Lead / inquiry flow over time
News paper
+ Bill boards
+ Tradeshows
+ Internet reg. pages
+ TV commercials
????
8© Copyright Social Media Academy 2009 Copying or distribution is prohibited
The new product discovery model
9© Copyright Social Media Academy 2009 Copying or distribution is prohibited
10© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Shift in customer education processes
UP UNTIL RECENTLY
The experts in stores, industry analysts and the “specialists” from the respective manufacturers were KEY in customer education.
Whether is was a consumer good or a new IT infrastructure project; the decision was mainly influenced by those experts.
AND THAT HAS CHANGED
The most influential force in the customer education process is the Internet – more precisely the social web.
Vendors, industry experts, industrial media lost their influence. Consumers and corporate buyers moved on to new spaces for product education – in ALL Industries.
11© Copyright Social Media Academy 2009 Copying or distribution is prohibited
The five #1’s for Social Media In Channels
#1 Overall Business ObjectiveBe recommended
#1 ChangeCreating a social customer experience
#1 RealizationChannel partners own the relationship
#1 ImplicationInvest in partner empowerment
#1 ResultYour biggest recommendation base is your channel
12© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Partners operate in isolation
Channel programs are 20+ years old
Channel marketing lost its edge
Partner relationships are sore
Help your partners understand the new world
13© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Where to start?
14© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Step by step engagement
Know where your partners are
Tell them where you are
Make sure you know where they are
Engage them into discussions
Help your partners leverage the social web
Make it clear that it is their AND your business that is at risk
Request to support your social engagement
Make them your recommendation engine
Help them engage with their clients
Make them what partners always were – the powerful middleman in the recommendation chain
15© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Know where your partners are
Introduce your own socialpresence first.
Xeesm.com/yourname
Find where your partners hang out in the social web.
Simply by asking them
Or upload your partnersand use “Social Finder”
Care and share
Connect with as many as possible
Visit them at least once a week
You can reach 100 partners each week that way
16© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Your daily social engagement
20 Minutes each day (4% of the day):
Day 1 listen / read several posts
Day 2 chime into a conversation
Day 3 comment on blogs, groups, tweets
Day 4 care about their personal lives
Day 5 making introductions
Day 6 Feature your partners on other blogs
Day 7 suggesting an interesting site or post
Day 8 invitation to your own group
Day 9 Feature them on other sites
Day 10 Make them heroes on your presence
Do care – be social – be helpful
You don’t need executive buy in to do this
17© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Professional Social Relationship Management
Create your social address book of partners
Get the social presence of your partners
Make visiting your partners a daily routine
You see last touches
You see the progress of achievement (5 objectives)
Instead of browsing and searching through Twitter, Facebook and LinkedIn :
Focus
18© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Help your partners leverage the social web
Educate your partners on how their sales organization can gain from being in the social web
Help them understand how their outbound sales team can double customer reach by connecting with clients in the social web
Help them stop the email marketing spam
Help them focus and avoid the random chatter
Develop a program that:
Encourages to engage with customers
Motivate to share expertise
Reward based on activities in the social web *
Reward for reusing your content, retweet… *
The first time you can easily extend rewards based on brand loyalty – not only revenue
* = Only if you put out monetary rewards you need executive buy-in
19© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Social Media Based Partner Program
Objectives
Guidance
Rewards
Review
20© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Make partners your recommendation engine
Reward their social presence big time
They are your recommendation platform like no direct sales organization ever can have
Leverage their recommendations
Re-tweet their content
Feature their posts
Bring them to the forefront of YOUR social engagement
Make them heroes for recommending you
Got channels?
Amplified and accelerated by social media
21© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Are they you looking for an ROI?
Looking for Social Media ROI is looking for an excuse to not engage.
ROI is $ gained over $ spent
How much do you spend for your fan page? $0.00
How much cost your Wordpress Blog? $0.00
How much cost your Twitter account? $0.00
How much do you spend for SEO to get “traffic” which is a list of meaningless IP Addresses in your weblog?
Help your partners understand that Social Media doesn’t cost money – and the time they spend is with their customers, not with tools.
22© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Summary
Your channel can recommend your products like no direct sales force ever can
Social media is the most powerful tool to leverage your channel
23© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Phased Approach
Phase I
Find and meet your partners in the social web
Train your partners how customers make their educated purchase decision
Phase II
Create powerful social media partner programs
Develop new rewards programs
Create an integrated strategy
24© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Resources – Connections
Http://socialmedia-academy.com
Http://xeesm.com
http://www.linkedin.com/groups?gid=2698760
http://www.linkedin.com/groups?gid=2785151
http://www.linkedin.com/groups?gid=1768647
http://www.socialmedia-academy.com/blog/index.php/us-program/channel-enablement-610/
http://xeesm.com/_/site/index.php/starter-kits/channel-empowerment-kit/
25© Copyright Social Media Academy 2009 Copying or distribution is prohibited
Questions & Answers
Q + A
26© Copyright Social Media Academy 2009 Copying or distribution is prohibited
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
+1 (650) 384-0057http://xeesm.com/SMACAD
+1 (650) 384 0057xeesm.com/AxelS
xeesm.com/MaritaR
http://SocialMedia-Academy.com
27© Copyright Social Media Academy 2009 Copying or distribution is prohibited
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
Recommended