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

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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

Owyang & Spiceworks Webinar Apr19 2011 Owyang & Spiceworks Webinar Apr19 2011 Presentation Transcript

  • 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
  • Ask the Experts:
    Using Social Marketing to Reach the IT Buyer
    Agenda
    • Trust Factors
    • Social Spheres of Influence
    • Community Management
    • 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
  • Individuals trust each other most
    4
  • Experts and Technical Experts Within Company Trusted
    5
  • 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
  • Framework: Rings of Influence
    7
  • Traditionally, the brand is most represented, yet has limited influence
    8
  • The corporate press release does not influence customers
    9
  • Employees have increased influence with customers
    10
  • 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.”
  • Customer voices are typically most trusted
    12
  • 13
    Cisco has created a Collaboration Community for customers to interact and support each other
  • 14
    100 SAP Mentors mostly work for partners or customers of SAP – they are trusted experts
  • Top Contributors from Intel and a community leaderboard from Oracle award status and prestige
    15
  • 16
  • Prospects are influenced by other rings
    17
  • Intel Advisors Reaches Life and Workstyle Discussions
    18
  • 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
  • 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
  • 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
  • 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.
  • 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
  • Estimated Costs (Sample)
    Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.
    24
  • Estimated Benefits (Sample)
    25
    Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.
  • 26
    THANK YOU
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Andrew Jones, Researcher
  • Ask the Experts: Using Social Marketing
    to Reach the IT Buyer
    Reginald Herde
    Director of Marketing
    regh@spiceworks.com
    @SpiceWired
  • Wait a second…
    First, tell me what Spiceworks is.
  • 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?”
  • 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
  • Buying Power of the IT Community
    DailyGrowth:
    • 2,000 new users
    • 1,150 new companies
    • 12,000 printers added
    • 78,000 computers added
    Network Scale:
    • 78M devices
    • 45M employees
    • 858k companies
    • $244B in IT budget
    1,400,000 IT Professionals
    In 196 Countries
  • 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
  • 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
  • Vendor Pages: The ‘Hub’ of User Engagement
  • Followers Become a ‘Followership’
    Track/boost Follower growth
    Highlight posts
    Peek at the competition
    Follower profiles say a lot
  • Two Approaches:Two Success Stories
    Microsoft
    Unitrends
    • Engaged in Community despite their size, brand awareness, etc.
    • Built up Following and increase customer satisfaction based on constant engagement
    • Allow participation from partner network too
    • Increased awareness and Followers through participation and giveaways
    • More Followers here than on Facebook
    • 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…
  • Thank you for your time.
    regh@spiceworks.com
    @SpiceWired