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Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
Owyang & Spiceworks Webinar Apr19 2011
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Owyang & Spiceworks Webinar Apr19 2011

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Ask the Experts: …

Ask the Experts:
Using Social Marketing to Reach the IT Buyer

Published in: Technology, Business
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  • http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/
  • http://content.dell.com/us/en/corp/d/press-releases/2011-04-14-dell-smb-enterprise-release.aspx
  • http://blogs.intel.com
  • https://www.myciscocommunity.com/community/technology/collaboration
  • http://communities.intel.com/people?view=status&cid=2085http://forums.oracle.com/forums/forum.jspa?forumID=82&start=30http://discussions.apple.com/thread.jspa;jsessionid=0F210BC632995BA76A4EB4055D6D7B9D.node0?messageID=13082819&#13082819
  • Transcript

    • 1. Ask the Experts: <br />Using Social Marketing to Reach the IT Buyer<br />($244B annual spend)<br />Reginald Herde<br />Director of Marketing, Spiceworks<br />regh@spiceworks.com<br />@SpiceWired<br />Jeremiah Owyang<br />Partner, Altimeter Group<br />jeremiah@altimetergroup.com<br />@jowyang<br />#SocialITMarketing<br />
    • 2. Ask the Experts: <br />Using Social Marketing to Reach the IT Buyer<br />Agenda<br /><ul><li> Trust Factors
    • 3. Social Spheres of Influence
    • 4. Community Management
    • 5. Spiceworks and the IT Decision Makers Inside</li></li></ul><li>Ask the Experts: Using Social Marketing to Reach the IT Buyer<br />3<br />Jeremiah Owyang<br />Industry Analyst and Partner<br />Webinar for Spiceworks<br />April 19, 2011 <br />
    • 6. Individuals trust each other most<br />4<br />
    • 7. Experts and Technical Experts Within Company Trusted<br />5<br />
    • 8. Image by messersmith used with Attribution as directed by Creative Commons http://www.messersmith.name/wordpress/wp-content/uploads/2009/08/pickhandle_barracuda_PA290259.jpg<br />Fish Where The Fish Are<br />© 2011 Altimeter Group<br />
    • 9. Framework: Rings of Influence<br />7<br />
    • 10. Traditionally, the brand is most represented, yet has limited influence<br />8<br />
    • 11. The corporate press release does not influence customers<br />9<br />
    • 12. Employees have increased influence with customers<br />10<br />
    • 13. Intel employees blog give customers an “inside look” <br />11<br />“Blogs@intel offer an ‘inside look’ at Intel’s operations and provides opportunities for you to exchange ideas directly with our employees.”<br />
    • 14. Customer voices are typically most trusted<br />12<br />
    • 15. 13<br />Cisco has created a Collaboration Community for customers to interact and support each other<br />
    • 16. 14<br />100 SAP Mentors mostly work for partners or customers of SAP – they are trusted experts<br />
    • 17. Top Contributors from Intel and a community leaderboard from Oracle award status and prestige<br />15<br />
    • 18. 16<br />
    • 19. Prospects are influenced by other rings<br />17<br />
    • 20. Intel Advisors Reaches Life and Workstyle Discussions<br />18<br />
    • 21. Image used with Attribution as directed by Creative Commonshttp://www.nutwork.com.au/wp-content/uploads/2008/11/community.jpg<br />Community Engagement<br />© 2011 Altimeter Group<br />
    • 22. First, listen to what customers are saying<br />Analyze where they are<br />What are the top conversations<br />Understand the trends and who the influencers are<br />Community Best Practices<br />20<br />
    • 23. Engage in conversation<br />Start by joining conversations that are already happening by adding value:<br />Answering existing questions<br />Pointing to existing answered threads<br />Segment by priority and develop a way to triage product critical information<br />Establish a workflow so your community managers can quickly respond<br />Community Best Practices<br />21<br />
    • 24. Social media triage<br />22<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />This framework was built using the USAF Blog Triage. (Added this attribution post webinar)<br />Let post stand and monitor.<br />
    • 25. Know when to let the crowd to take over<br />Scale is an issue, as the customers (hopefully) outnumber staff<br />Remember you don't have to respond to all questions<br />Reward the crowd through recognition and access to new information as they assist others<br />Use leaderboards to track influencers and dub them advocates<br />Community Best Practices<br />23<br />
    • 26. Estimated Costs (Sample)<br />Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.<br />24<br />
    • 27. Estimated Benefits (Sample)<br />25<br />Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.<br />
    • 28. 26<br />THANK YOU<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />With assistance from Andrew Jones, Researcher<br />
    • 29. Ask the Experts: Using Social Marketing <br />to Reach the IT Buyer<br />Reginald Herde<br />Director of Marketing<br />regh@spiceworks.com<br />@SpiceWired<br />
    • 30. Wait a second…<br />First, tell me what Spiceworks is.<br />
    • 31. IT, circa 2006<br />“What information do I need<br />and where do I find it?”<br />“Which tools do I use?”<br />“What do I have?” “Is it all working?”“How do I fix it?”<br />“What products should I buy?”<br />“Where can I find anexpert to help me?”<br />
    • 32. A Problem Solved: Spiceworks<br />Vendors<br />Purchasing<br />Free IT Apps<br />Commerce<br />Manage People<br />Online Media, Newsletters, Sponsorships & Vendor Pages<br />RFQs<br />Discussions<br />Manage Networks<br />Advice<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />Community<br />
    • 33. Buying Power of the IT Community<br />DailyGrowth:<br /><ul><li>2,000 new users
    • 34. 1,150 new companies
    • 35. 12,000 printers added
    • 36. 78,000 computers added</li></ul>Network Scale:<br /><ul><li>78M devices
    • 37. 45M employees
    • 38. 858k companies
    • 39. $244B in IT budget</li></ul>1,400,000 IT Professionals<br />In 196 Countries<br />
    • 40. IT Purchasing Trends in 2011<br />IT budgets Increasing by 8%<br />2/3 plan to purchase new, upgrade or renew hosted IT services.<br />Concern over cloud solutions being new/unproven dropped significantly<br />http://bit.ly/fxhC6N<br />
    • 41. Users and Vendors Brought Together<br />Vendor Plug-ins & Integrated Features<br />Vendor Pages + Dashboard<br />IT<br />Spiceworks Mobile<br />IT<br />Purchase Lists & RFQs<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />IT<br />Innovations for Users<br />Innovations for Vendors<br />IT<br />Community Social Feeds<br />SpiceCorps & Spiceworks University<br />
    • 42. Vendor Pages: The ‘Hub’ of User Engagement<br />
    • 43. Followers Become a ‘Followership’<br />Track/boost Follower growth<br />Highlight posts<br />Peek at the competition<br />Follower profiles say a lot<br />
    • 44. Two Approaches:Two Success Stories<br />Microsoft<br />Unitrends<br /><ul><li>Engaged in Community despite their size, brand awareness, etc.
    • 45. Built up Following and increase customer satisfaction based on constant engagement
    • 46. Allow participation from partner network too
    • 47. Increased awareness and Followers through participation and giveaways
    • 48. More Followers here than on Facebook
    • 49. What’s more, this a truly targeted audience to engage with</li></li></ul><li>Then, what should I do?<br />You may already be inside Spiceworks, but if not…<br />
    • 50. Thank you for your time.<br />regh@spiceworks.com<br />@SpiceWired<br />

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