Ask the Experts: Using Social Marketing to Reach the IT Buyer ($244B annual spend) Reginald Herde Director of Marketing, Spiceworks firstname.lastname@example.org @SpiceWired Jeremiah Owyang Partner, Altimeter Group email@example.com @jowyang #SocialITMarketing
Ask the Experts: Using Social Marketing to Reach the IT Buyer Agenda
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 firstname.lastname@example.org 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 email@example.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
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