The Balance of art & Science: Tech Marketing To-Dos in Spiceworks

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The Balance of art & Science: Tech Marketing To-Dos in Spiceworks

  1. 1. The Science of Connectingwith SpiceHeadsand Art!  ^  True stories from the Spiceworks marketing trenches  
  2. 2. Jen SlaskiBrand + MarketingCommunicationsNicole TanzilloIT Product Marketing& Education
  3. 3. Science ArtExecution is critical…but it’s theunique, unexpected touches that woo.
  4. 4. Skeptical?Give us ~30 mins and trust us.
  5. 5. July 2006: Spiceworks beta launches.(crickets)
  6. 6. 180 days later…In every single country in the world…
  7. 7. Today: 2.5 million IT pros…~2000 joining daily. 50% of them FREE.
  8. 8. A crazy little thing called LOVESpiceHeads  Babies  Mascot  Board  Games  Books  Blogs  
  9. 9. a real tattoo (seriously)...
  10. 10. (Party-on. Spiceworks. Excellent.)(flashback)
  11. 11. 2006: Real people. Real conversations.Hi Jon, I’m Jen...I like meatloaf too!””
  12. 12. 2008: The good ol’ fashioned truth.
  13. 13. Keepin’ it real was really effective!23, 260 views!
  14. 14. Authenticity = the core of our brand..PersonalHonestFun!
  15. 15. What do we mean by FUN?!
  16. 16. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!Meet Jeff ‒Spiceworks IT pro!
  17. 17. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  18. 18. Conversation: Get to know ‘em.Ask listen .learn respond..  
  19. 19. Conversation: Get to know ‘em.From BERATED .to BRAVE to BELOVED...  
  20. 20. Conversation: Get to know ‘em.•  SpicePanels  •  Polls  •  Surveys  •  Vendor  Pages  •  Product  Pages  •  Dashboard  The easiest way? Be yourself!  
  21. 21. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  22. 22. Camaraderie: Hang with ‘em.Connec?on  (n):    the  state  of  being  connected.        Camaraderie  (n):    a  spirit  of  friendly  good-­‐fellowship!      
  23. 23. Camaraderie: Hang with ‘em.“”Finally, a place where people understand me.”  
  24. 24. Camaraderie: Hang with ‘em.“I feel Iike for the first time, I reallyGET what SW is all about, its notabout marketing to you guys andshoving our products down yourthroat, its about being a part of acommunity and making sure weconnect with you on a 1x1level….Thanks for keepin’ it real.”
  25. 25. Camaraderie: Hang with ‘em.•  114  Worldwide  •  16  in  Europe  •  6  in  the  UK!    
  26. 26. Creativity: Speak their language.
  27. 27. Camaraderie: Help them out.The  Hero  The  Innovator  The  Champion  The  Advisor  The  Guardian  The  Ar?st  
  28. 28. Camaraderie: Help them out.The Advisor  The Guardian  The Artist  
  29. 29. Ummm, what about resources?
  30. 30. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  31. 31. Candor: Tell IT like it is.
  32. 32. Candor: Show IT like it is.
  33. 33. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  34. 34. Creativity: Contests and then some
  35. 35. The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  36. 36. Comedy: Laugh about IT
  37. 37. Comedy: “IT comedy”Tune into Spiceworks Studios!The bonus?CONTENT!  
  38. 38. One “C” that doesn’t apply?CHECKLIST.
  39. 39. (pause)This  may  go  longer  than  our  regularly  scheduled  programming….but  it’ll  be  worth  it.  
  40. 40. So, what does this look like in practice?Let’s walk through some present-day examples & RESULTS.
  41. 41. ConversationCamaraderieCandorCreativityComedy!And one more…The five “Cs” of Connecting with SpiceHeads.Jeff’s back for round 2!
  42. 42. Case Study: ConversationBuilding buzz for MDM without an announced product.Timely topic.Educationalcontent.Beyond educationto conversation.User content: “ITpros like me…”.Lots of personality(the bacon suit!).Practices.Not products.
  43. 43. Case Study: ConversationBuilding buzz for MDM without an announced product.Spice U Webinar Spiceworks Live! Interop Session•  2,000+ Registered•  1,000+ Attended•  790+ Live Attendees •  190+ Attendees•  Standing Room Only
  44. 44. Case Study: CamaraderieMake product training something users relished.Content with ahuman touch.Taught by fellowIT pros.Injected plentyof humor.Took trainingon the road.Kept costs low withfranchise model.Focused on mostimpactful classes.
  45. 45. Regional Online•  2,000+ students/year•  45% usage lift•  Franchise model w/minimal costs•  10,000+ students/ year•  15%+ usage lift•  Very low costs and lots of scaleCase Study: CamaraderieMake product training something users relish.
  46. 46. Case Study: CandorStart doing right by our MSP users.Owned up tothe situationand had anhonest dialogue.Put themat ease withvideos. Andbacon.Sought tounderstand.
  47. 47. Relationship New Initiatives•  Build trust and excitement•  MSPs feel “heard”•  “Best of” content•  SpiceWorld track•  New user email•  More…Case Study: CandorStart doing right by our MSP users.
  48. 48. Case Study: CreativityMaking cool videos. Fast & on a budget.Streamlinedproduction/creative burden.Ungated:engage, thendrive usage.Used realpeople.Mistakes are okay– humanizing.Creating tons of“snackable” content.
  49. 49. Video Results•  Produced 10+ videos in <1 month•  Average time on /tutorials: 15 minutes•  Great content for campaigns & supportCase Study: CreativityMaking cool videos. Fast & on a budget.
  50. 50. Case Study: ComedyStanding out in a sea of booths.Designed to drawpeople in…withfun... And zombies.Videos werea huge hit.Game show andmoney machinedrove tons of traffic.Real people… notactors. Authentic.
  51. 51. Interop Show Results•  Constant booth trafic•  40+ people participating & watching game•  300+ packed SpicePartyCase Study: ComedyStanding out in a sea of booths.
  52. 52. Case Study: ContentEngaging new users right from the start.Reduced from5 emails to 1.Consistent experienceacross email and web.Focused on excerpts ofrelevant topics.Testing & segmentinglike crazy.
  53. 53. Community Series•  Open Rate: 23% à 30%•  Click-through Rate: 16% à 33%•  Unsub Rate: 1.35% to .65%•  Excerpts perform 2x betterCase Study: ContentEngaging new users right from the start.
  54. 54. ConversationCamaraderieCandorCreativityComedy!ContentThe five “Cs” of Connecting with SpiceHeads.
  55. 55. Wanna keep theconversation going?See you in the Tech Marketers Group!

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