XChange Tech Innovators 2010

Leveraging Social Media

as a way to grow business

Xeesm.com

Social Relationship Management

Product intro Nov. 09

100,000 Users

Palo Alto, CA based

Axel Schultze

CEO Xeesm Corp

Founder

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

0

200

400

600

800

1000

1960 1970 1980 1990 2000 2010

Inquiry flow over time

News paper

+ Bill boards

+ Tradeshows

+ Internet reg. pages

+ TV commercials

????

The new product discovery model

The Educated Purchase Decision

UP UNTIL RECENTLYExperts in stores

Industry analysts

Vendor based expertise

Educated Purchase Decision

THE CHANGEExperienced customers

Blogger

Engaged 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 Objective

Be recommended

#1 Realization

Channel partners continue the own the

customer relationship (more than ever)

#1 Change

Partners Need to build an active presence

#1 Implication

Invest in partner empowerment

#1 Result

Making your partners the biggest

recommendation base

Is it cost or lethargy?

Social networks $0.00

Presence building $500

Training $695

Program Consulting $10,000+

Monitoring tools $300

Old world:

Lead generation / lists $3,000

Outsourced call centers $25,000

News paper, yellow pages $5,000+

Google ads $5,000+

TIME?Don‟t dare to spend a second on any network

Exclusively spend time with your customers

Where to start?

Step by step engagement

Social partner relationships

Share with each other where you are

Vendors to empower partner

Partner empowerment programs (training), motivation

and success programs

Partners to recommend vendors

Proactive 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 and

introduce 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

Objectives

Review

Rewards

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 presence

Proactively contribute to the conversations

Defend your position as middleman

Build your presence

Technology VAR Presence

AccelBus Systems - 360

Aryan partners - 671

BlueWolf - 168,000

Compvue - 3,610

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 mind

You see last touches

Monitor 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 row

We are happy to help+1 (650) 384-0057

xeesm.com/AxelS

Thank You

Questions & Answers

Q + A

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

About

Xeesm (pronounce ‟see sum‟) provides social business applications helping

business teams to strengthen social relationships and create a better

customer experience. The company developed a platform that hosts both

Xeesm developed and third party applications.

Xeesm is used by sales teams for demand generation, stronger customer

relationships, B2B or B2C customer engagement strategies, by marketing

teams to improve brand relationships, by product management for product

launches or to develop a better understanding of market needs, by channel

managers for better partner relationships or by HR teams or recruiter to learn

more and faster about candidates.

Xeesm has representation in the US, Europe, Asia, Australia and Latin America.

More info on http://xeesm.com or +1 (650) 384-0057. The privately held

company is based in Palo Alto, California.