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

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