While social media is considered one of the most powerful business tools today, helping some companies to even grow during the economic down turn, many barely have a presence and don't know where to start. Let's explore how social media is forming today’s "educated purchase decisions" and what you can do to be part of the new process, growing your business and win back influence in the decision making process. Leading businesses leveraged social media to make a difference on the bottom line - without even having fancy fan page. Smart vendors leverage their channel as secret weapons in the social media world. Smart VARs and system integrators leverage social media to grow their vendor relationships. Get inspired how to unleash this power and make a difference for your own business.
Leading Edge Technologies and Partner Programs Empowering the Channel of Today and Tomorrow:
Axel Schultze, http://xeems.com/axels @ XChange Tech Innovators event Nov. 2010 Las Vegas
4. 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
????
7. The Educated Purchase Decision
UP UNTIL RECENTLY
Experts in stores
Industry analysts
Vendor based expertise
Educated Purchase Decision
THE CHANGE
Experienced customers
Blogger
Engaged users
Educated Purchase Decision
8. …what star sales guys do on the green - socialize
Let all sales people do…
9. 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
10. 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
12. 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
13. 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
14. 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
15. 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
• …
17. 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
18. 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
19. 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”
20. 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
21. 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
28. 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.