Ask the Experts: <br />Using Social Marketing to Reach the IT Buyer<br />($244B annual spend)<br />Reginald Herde<br />Dir...
Ask the Experts: <br />Using Social Marketing to Reach the IT Buyer<br />Agenda<br /><ul><li> Trust Factors
 Social Spheres of Influence
 Community Management
 Spiceworks and the IT Decision Makers Inside</li></li></ul><li>Ask the Experts: Using Social Marketing to Reach the IT Bu...
Individuals trust each other most<br />4<br />
Experts and Technical Experts Within Company Trusted<br />5<br />
Image by messersmith used with Attribution as directed by Creative Commons http://www.messersmith.name/wordpress/wp-conten...
Framework: Rings of Influence<br />7<br />
Traditionally, the brand is most represented, yet has limited influence<br />8<br />
The corporate press release does not influence customers<br />9<br />
Employees have increased influence with customers<br />10<br />
Intel employees blog give customers an “inside look”  <br />11<br />“Blogs@intel offer an ‘inside look’ at Intel’s operati...
Customer voices are typically most trusted<br />12<br />
13<br />Cisco has created a Collaboration Community for customers to interact and support each other<br />
14<br />100 SAP Mentors mostly work for partners or customers of SAP – they are trusted experts<br />
Top Contributors from Intel and a community leaderboard from Oracle award status and prestige<br />15<br />
16<br />
Prospects are influenced by other rings<br />17<br />
Intel Advisors Reaches Life and Workstyle Discussions<br />18<br />
Image used with Attribution as directed by Creative Commonshttp://www.nutwork.com.au/wp-content/uploads/2008/11/community....
First, listen to what customers are saying<br />Analyze where they are<br />What are the top conversations<br />Understand...
Engage in conversation<br />Start by joining conversations that are already happening by adding value:<br />Answering exis...
Social media triage<br />22<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br /...
Know when to let the crowd to take over<br />Scale is an issue, as the customers (hopefully) outnumber staff<br />Remember...
Estimated Costs (Sample)<br />Note: These are sample figures. Altimeter can work with clients to make more accurate estima...
Estimated Benefits (Sample)<br />25<br />Note: These are sample figures. Altimeter can work with clients to make more accu...
26<br />THANK YOU<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang...
Ask the Experts: Using Social Marketing <br />to Reach the IT Buyer<br />Reginald Herde<br />Director of Marketing<br />re...
Wait a second…<br />First, tell me what Spiceworks is.<br />
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...
A Problem Solved: Spiceworks<br />Vendors<br />Purchasing<br />Free IT Apps<br />Commerce<br />Manage People<br />Online M...
Buying Power of the IT Community<br />DailyGrowth:<br /><ul><li>2,000 new users
1,150 new companies
12,000 printers added
78,000 computers added</li></ul>Network Scale:<br /><ul><li>78M devices
45M employees
858k companies
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Owyang & Spiceworks Webinar Apr19 2011

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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&amp;cid=2085http://forums.oracle.com/forums/forum.jspa?forumID=82&amp;start=30http://discussions.apple.com/thread.jspa;jsessionid=0F210BC632995BA76A4EB4055D6D7B9D.node0?messageID=13082819&amp;#13082819
  • Transcript of "Owyang & Spiceworks Webinar Apr19 2011"

    1. 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. 2. Ask the Experts: <br />Using Social Marketing to Reach the IT Buyer<br />Agenda<br /><ul><li> Trust Factors
    3. 3. Social Spheres of Influence
    4. 4. Community Management
    5. 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. 6. Individuals trust each other most<br />4<br />
    7. 7. Experts and Technical Experts Within Company Trusted<br />5<br />
    8. 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. 9. Framework: Rings of Influence<br />7<br />
    10. 10. Traditionally, the brand is most represented, yet has limited influence<br />8<br />
    11. 11. The corporate press release does not influence customers<br />9<br />
    12. 12. Employees have increased influence with customers<br />10<br />
    13. 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. 14. Customer voices are typically most trusted<br />12<br />
    15. 15. 13<br />Cisco has created a Collaboration Community for customers to interact and support each other<br />
    16. 16. 14<br />100 SAP Mentors mostly work for partners or customers of SAP – they are trusted experts<br />
    17. 17. Top Contributors from Intel and a community leaderboard from Oracle award status and prestige<br />15<br />
    18. 18. 16<br />
    19. 19. Prospects are influenced by other rings<br />17<br />
    20. 20. Intel Advisors Reaches Life and Workstyle Discussions<br />18<br />
    21. 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. 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. 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. 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. 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. 26. Estimated Costs (Sample)<br />Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.<br />24<br />
    27. 27. Estimated Benefits (Sample)<br />25<br />Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.<br />
    28. 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. 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. 30. Wait a second…<br />First, tell me what Spiceworks is.<br />
    31. 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. 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. 33. Buying Power of the IT Community<br />DailyGrowth:<br /><ul><li>2,000 new users
    34. 34. 1,150 new companies
    35. 35. 12,000 printers added
    36. 36. 78,000 computers added</li></ul>Network Scale:<br /><ul><li>78M devices
    37. 37. 45M employees
    38. 38. 858k companies
    39. 39. $244B in IT budget</li></ul>1,400,000 IT Professionals<br />In 196 Countries<br />
    40. 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. 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. 42. Vendor Pages: The ‘Hub’ of User Engagement<br />
    43. 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. 44. Two Approaches:Two Success Stories<br />Microsoft<br />Unitrends<br /><ul><li>Engaged in Community despite their size, brand awareness, etc.
    45. 45. Built up Following and increase customer satisfaction based on constant engagement
    46. 46. Allow participation from partner network too
    47. 47. Increased awareness and Followers through participation and giveaways
    48. 48. More Followers here than on Facebook
    49. 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. 50. Thank you for your time.<br />regh@spiceworks.com<br />@SpiceWired<br />
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