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

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

  • The Science of Connectingwith SpiceHeadsand Art!  ^  True stories from the Spiceworks marketing trenches  
  • Jen SlaskiBrand + MarketingCommunicationsNicole TanzilloIT Product Marketing& Education
  • Science ArtExecution is critical…but it’s theunique, unexpected touches that woo.
  • Skeptical?Give us ~30 mins and trust us.
  • July 2006: Spiceworks beta launches.(crickets)
  • 180 days later…In every single country in the world…
  • Today: 2.5 million IT pros…~2000 joining daily. 50% of them FREE.
  • A crazy little thing called LOVESpiceHeads  Babies  Mascot  Board  Games  Books  Blogs  
  • a real tattoo (seriously)...
  • (Party-on. Spiceworks. Excellent.)(flashback)
  • 2006: Real people. Real conversations.Hi Jon, I’m Jen...I like meatloaf too!””
  • 2008: The good ol’ fashioned truth.
  • Keepin’ it real was really effective!23, 260 views!
  • Authenticity = the core of our brand..PersonalHonestFun!
  • What do we mean by FUN?!
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!Meet Jeff ‒Spiceworks IT pro!
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  • Conversation: Get to know ‘em.Ask listen .learn respond..  
  • Conversation: Get to know ‘em.From BERATED .to BRAVE to BELOVED...  
  • Conversation: Get to know ‘em.•  SpicePanels  •  Polls  •  Surveys  •  Vendor  Pages  •  Product  Pages  •  Dashboard  The easiest way? Be yourself!  
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  • Camaraderie: Hang with ‘em.Connec?on  (n):    the  state  of  being  connected.        Camaraderie  (n):    a  spirit  of  friendly  good-­‐fellowship!      
  • Camaraderie: Hang with ‘em.“”Finally, a place where people understand me.”  
  • 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.”
  • Camaraderie: Hang with ‘em.•  114  Worldwide  •  16  in  Europe  •  6  in  the  UK!    
  • Creativity: Speak their language.
  • Camaraderie: Help them out.The  Hero  The  Innovator  The  Champion  The  Advisor  The  Guardian  The  Ar?st  
  • Camaraderie: Help them out.The Advisor  The Guardian  The Artist  
  • Ummm, what about resources?
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  • Candor: Tell IT like it is.
  • Candor: Show IT like it is.
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  • Creativity: Contests and then some
  • The 5 “Cs” of connecting with SpiceHeads.ConversationCamaraderieCandorCreativityComedy!
  • Comedy: Laugh about IT
  • Comedy: “IT comedy”Tune into Spiceworks Studios!The bonus?CONTENT!  
  • One “C” that doesn’t apply?CHECKLIST.
  • (pause)This  may  go  longer  than  our  regularly  scheduled  programming….but  it’ll  be  worth  it.  
  • So, what does this look like in practice?Let’s walk through some present-day examples & RESULTS.
  • ConversationCamaraderieCandorCreativityComedy!And one more…The five “Cs” of Connecting with SpiceHeads.Jeff’s back for round 2!
  • 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.
  • 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
  • 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.
  • 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.
  • Case Study: CandorStart doing right by our MSP users.Owned up tothe situationand had anhonest dialogue.Put themat ease withvideos. Andbacon.Sought tounderstand.
  • 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.
  • 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.
  • 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.
  • 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.
  • Interop Show Results•  Constant booth trafic•  40+ people participating & watching game•  300+ packed SpicePartyCase Study: ComedyStanding out in a sea of booths.
  • 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.
  • 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.
  • ConversationCamaraderieCandorCreativityComedy!ContentThe five “Cs” of Connecting with SpiceHeads.
  • Wanna keep theconversation going?See you in the Tech Marketers Group!