Intro Webinar presentation - Summer Class 2011 - starting May 18th - more info: http://socialmedia-academy.com The Key Elements Of The Certification Comprehending a cross functional business approach Leveraging social media assessment methods Using a social media strategy framework Supporting social media in functional areas including sales, marketing, support, HR, logistics, product development Experience with tools, places & networks Strategy and execution planning Corporate organization strategy Reporting & analytics Budgets, resources, ROI The seven Social Media Methodologies Consulting & team building

1. Social Media Academy
Orientation Program
Axel Schultze
CEO Xeesm Corp
Social Media Academy Faculty
#SMACAD
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2. #SMACAD
Social Media Academy
Social Media Specific Business Education
Over 3,000 participants from 24 countries
Certified Social Media Strategist
Certified Social Business Master
Corporate Social Media Education
Channel Empowerment Programs
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3. #SMACAD
Social Media Career
Cap Gemini is hiring 1,000 consultants and
expect social media experience, yet will let go
others
Google is expecting social media engagement
and provides bonus incentive of extra 25% +-
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4. #SMACAD
Job Description Social Media Director / Strategist
Responsibilities
Create the social media strategy, coordinating with stakeholders across the Company to
ensure its effectiveness and ensure the adoption of relevant social media techniques into
the corporate culture and into all of the company’s products and services
Own the roadmap budget for the social media tools in use on the Company’s sites,
directing social media tool integration
Recruit and oversee the Social Media Team, ensuring a superior quality of communication
and project delivery is provided at all times
Coordinate the planning of social media campaigns, ensuring customer acquisition and
supporting monetization across the company’s portfolio
Source and manage relationships with social monitoring and platform partners to support
and develop commercial opportunities
Act as the advocate of social media integration within the Company, influencing overall
site and business strategies
Provide benchmarks and analyse data provided by the Social Media Team, to inform
company-wide decision-making and commercial campaign targets are met
Monitor and comment on trends in social media trends and application, acting as
company spokesperson within the Social Media industry
Monitor the competition and be aware of market changes and developments
Requirements
Creative, diplomatic, cool under pressure and fantastic interpersonal and presenting skills
Strong project management and organisational skills
Advanced knowledge and understanding of social media and networking platforms and
monitoring suite suppliers
Deep knowledge of the Company’s industry and great contact book
Experience of business and strategy development
Ability to build and leverage a strong network of peers and partners
P&L experience
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5. #SMACAD
The Social Media Strategist
Conduct a thorough assessment
Develop a strategy
Understand social media monitoring
Create an organization plan
Support the various departments
Develop a presence strategy
Develop engagement programs
Develop a team guidance
Help to build a cohesive team engagement
Integrate business partners into the strategy
Build the entire plan together with customers
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6. #SMACAD
Social Media In Small Businesses
The Small Business “Opportunity”
80% of all US businesses are below 20
employees
Average revenue of small business is $2 Million
and below
The average marketing budget is $15,000
The typical social media allocation is about
$1,500 per year.
There is no room for any consultant!
The Mid Market
There are over 1 Million businesses above 50
Employees / $25 Million in revenue and a
possible social media budget of $100,000+
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7. #SMACAD
The Enterprise & Mid Market requirements
Companies who take a serious approach to:
Building a better customer experience
Driving down support cost
Product development risk mitigation
Product launch cost reduction
Increasing the reach of the sales teams
Significant improvements in demand generation
Early warning system for shifts in market trends
Procurement optimization
Increase in brand reputation
Growing customer advocacy
Require a serious social media strategist
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8. #SMACAD
A methodical Approach
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9. #SMACAD
Cross functional social media engagement
Product Management
Social Media is the most economic way to introduce a
new product
It’s a perfect seeding ground for a co-creation strategy
Support Group
Augmenting support forces with engaged customers is
very powerful – improving the customer experience
Logistics and Procurement
Trend analysis through a vast open network - think of
the implication to procurement
Sales
With the new influences in the “educated purchase
decision” sales is most impacted by social media
Marketing & PR
The big change in marketing – moving from industrial
media to amplifying user generated content
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10. #SMACAD
Strategic Social Media Engagement
Developing a social media strategy for a team
of 800 and 25,000 customers isn’t a simple
task!
The Social Media Strategist program
is developed to help you do exactly
that – in a methodical approach
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11. #SMACAD
Methodology Overview
Four Quadrant Assessment Methodology
Customer, Brand, Partner, Competition
NCP Model
Network – Contribution – Participation
Strategy Hexagon
Goal, Mission, Benefit, Action, Program,
Report
Social Media Planning Framework
Oxymoron? Unique creative vs. repeatable
model
Organization Model
A Social Media Service Architecture
Social Media ROI
How to deal with it how to calculate an ROI
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12. #SMACAD
Real world projects
Mindshare Report
Buzz Campaigns
Citrix / Webex social presence
comparison
Foster Beer Social Media Strategy
Oracle OnDemand Assessment
"Tell me, I'll forget. Show me, I'll
remember. Involve me, I'll understand"
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13. #SMACAD
As a graduate go back and make a difference
Apply the experience you gained
Share it and jointly make a difference
Get additional backing from the Alumni
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14. #SMACAD
Online Learning Experience
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15. #SMACAD
An online learning experience for an online world
We educate where we live – online
Real online collaboration experience
from day one
We use closed groups to collaborate
Exercises every week
We are all “hands on”
You will collaborate with people
around the world
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16. #SMACAD
Social Business Masters & Strategists Class
May 18 – July 1
18/26 lessons on-demand at your own leisure
You will need to go through 3-4 lessons per
week
Allocate 60 minutes per lesson
Allocate 8-10 hours per week for exercises
5/8 instructor lead online workshops
Every Wednesday (approx. 90 Minutes)
Presentations, discussions Q+A
Social Business Masters Class (5 weeks)
Managing social media engagements
Social Media Strategist (8 weeks)
Managing a social media team, strategy
Running a social media consulting practice
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17. #SMACAD
The Key Elements Of The Certification
Comprehending a cross functional business
approach
Leveraging social media assessment methods
Using a social media strategy framework
Supporting social media in functional areas
including sales, marketing, support, HR,
logistics, product development
Methods Experience with tools, places & networks
Models
Frameworks
Detailed presence development
Strategy and execution planning
Corporate organization strategy
Reporting & analytics
Budgets, resources, ROI
The seven Social Media Methodologies
Consulting & team building
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18. #SMACAD
What former students have to say
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19. Mario Paladini
Kinna Jonnson
#SMACAD
© Copyright Xeequa Corp. 2008

20. #SMACAD
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/CatherineSherwood
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/Walter
It has become an elite Alumni with graduates from around the world
Working together, helping each other growing to a group of the very best
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21. You join a powerful group of 65 social media
strategists from around the world
#SMACAD
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22. #SMACAD
The SMACAD Alumni
Annual Alumni meeting in
San Francisco
Sail cruise on the Bay
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23. #SMACAD
Masters & Strategists Class
Starting May 18 (registration deadline May 6 / Int’l April 30)
All lessons are on demand at your own leisure
All workshops are instructor lead
Every Wednesday (90 – 120 min.)
US / EU Workshops starting
08:00 am (PST) / 11:00 am EST
17:00 (CET)
AU Workshops
11:00 am Sydney time
Perform your free online entrance exam
$2,350 Social Business Masters Class
$3,250 Social Media Strategist Class
Register by paying your tuition online
Have a 1:1 conversation with us (skype or phone)
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24. #SMACAD
Thank You +1 (650) 384-0057
http://SMACAD.com
Social Media Academy Page and Group
Social Media Academy Group
@smacad
All social presences: http://xeesm.com/smacad
© 2011 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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25. #SMACAD
About
The Social Media Academy is considered the leading education and
research institute for applied social media in business. Education
programs are specifically designed for business professionals from
all industries. The main emphasis is to help business managers and
consultant to get a comprehensive education and hands on
experience through collaborative workshops in all aspects of social
business engagement including strategy development, planning,
tools selection, resources allocation, organizational development as
well as reporting and analytics. Attendees learn to use leading
methodologies, models and frameworks such as the social media
strategy framework, the four quadrant assessment methodology or
the NCP model and other strategic tools to create successful social
media engagements.
The Social Media Academy is based in Palo Alto, California with
representation in Europe and Australia. For more information visit
http://smacad.com
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