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Using Market Research to Develop B2B Social Media Strategies

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Georgeanna Liu and Chris James from AMD and Chris Neal from Chadwick Martin Bailey discuss how to better understand B2B Social Media. …

Georgeanna Liu and Chris James from AMD and Chris Neal from Chadwick Martin Bailey discuss how to better understand B2B Social Media.

The presentation was originally delivered at the Social Media and Communities Strategies 2.0 Conference this May and discusses how to understand and prioritize social media marketing efforts for different target audiences

Published in: Business, Technology
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  • 1. Understanding B2B Social Media: An AMD Case Study
    Prioritizing social media marketing efforts for different target audiences
    Presented by:
    Georgeanna Liu, AMDChris James, AMDChris Neal, CHADWICK MARTIN BAILEY
    June 2010
  • 2. Today’s Webinar
    Who is Chadwick Martin Bailey?
    Today’s Speakers
    Today’s topic: How AMD and CMB conducted research to drive B2B social media strategies
    Q & A (please enter questions into the webexQ & A feature and we’ll answer them at the end)
    2
  • 3. Chadwick Martin BaileyCompany Facts
    Founded in 1984
    Headquartered in Boston
    Global, Full-service provider
    Fully dedicated, vertical specific teams
    Specialization in social media, branding and segmentation
    Sweet Spot: when you want a supplier who will provide original ideas, not just a response to an RFP
    3
  • 4. Our Clients: We Partner with Leaders in a Range of Industries
    4
  • 5. Chadwick Martin Bailey: Our Specialties
    5
  • 6. Today’s Speakers:Chris Neal, Georgeanna Liu, Chris James
    6
  • 7. The Business Context
  • 8. AMD At-A-Glance
    A leader in microprocessors and graphics
    8
    Founded: 1969
    Headquarters: Sunnyvale, CA, USA
    Employees: ~11,000 worldwide
    2009 Revenue: $5.4 billion
    “AMD is not a CPU and graphics company doing ‘Fusion.’ We are a ‘Fusion’ company that also makes theworld’s best discrete CPUsand graphicstechnologies.”
    —Dirk Meyer, AMD President & CEO
  • 9. AMD Enables the Next Generation
    Finance
    Research and Science
    Government
    Billions of financial transactions are conducted quickly and efficiently every day by major stock exchanges around the world on AMD-based servers
    Four of the five fastest supercomputers in the world are powered by AMD processors
    The U.S. Census Bureau relies on AMD-powered processors to help power its Master Address File, containing more than 180 million addresses and locations where US citizens live and work.
    Cloud Computing
    Film
    Gaming
    Nearly 2 million AMD processors are engaged in cloud computing clusters worldwide.
    AMD has powered special effects in movies that collectively have netted more than $5.4 billion in worldwide box office revenues
    More than 50 million Wii consoles shipped to date run on AMD technology
  • 10. AMD and Social Media
    AMD has been aggressively been using social media channels for marketing for some time
    10
  • 11. The Challenge
  • 12. AMD’s challenge
    12
    AMD has a complex business model with widely disparate target audiences…
    Audience G
    Audience D
    Audience A
    Audience H
    Audience C
    Audience E
    Audience B
    Audience F
    Retailers
    Consumers
    OEMs
    (Original Equipment Manufacturers)
    Joe’s
    Electronics
    ACME
    Computers
    VARs
    (Value Added Resellers)
    Companies
    System Builders
  • 13. AMD’s challenge
    13
    There’s pressure to use all media types for all audiences
    But resources are finite
    Audience C
    Audience F
    Audience G
    Audience D
    Audience B
    Audience A
    Audience E
    Audience H
    Social Networks
    Blogs
    Twitter
    Online Forums
    Other Social Media
    High time and/or budget investment level
  • 14. AMD’s challenge
    14
    Audience C
    Audience F
    Audience G
    Audience D
    Audience B
    Audience A
    Audience E
    Audience H
    *
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    Social Networks
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    Blogs
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    Twitter
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    Online Forums
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    Other Social Media
    AMD must be smart about marketing investment: can’t commit to blanket marketing of all target audiences
    And social media web-scraping tools did not tell the whole story…
    Who is talking or listening? What is the actual impact?
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 15. AMD’s challenge
    15
    Ultimately, AMD wanted to determine how much to invest in each form of social media, and do it more effectively
    Audience C
    Audience F
    Audience G
    Audience D
    Audience B
    Audience A
    Audience E
    Audience H
    *
    Social Networks
    Blogs
    Twitter
    Online Forums
    Other Social Media
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 16. The Questions
  • 17. The Research Questions
    How do key target audiences form their opinions of AMD? What sources (people, things, places) can AMD use to influence them?
    Within those sources, what social media* are available to AMD to drive its brand perception?
    17
    1
    2
    * Social media is defined as blogs, online forums, social networks and micro-blogging (e.g., Twitter)
  • 18. The Research
  • 19. Primary Research to Understand the True Impact (and Potential) of Social Media Among AMD's Target Audiences
    Research design started with the target audience (rather than the communications medium) and worked backwards
    Recruiting: We did not use social media to recruit research participants (to prevent sampling bias)
    Techniques: Both qualitative/open-ended and quantitative research
    Audiences: Separate research modules for each unique target audience, spanning from extreme B2B to consumer segments
    19
  • 20. Separate sources of information (i.e., people: journalists, vendors, VARs, colleagues, fellow purchasers, etc.) from methods and media (i.e., ways in which these sources convey their information, be it social or non-social: e.g., static websites, print magazines, online forums, social networks, twitter, etc.)
    Considerations for Social Media Research
    20
    Audience C
    Audience D
    Audience B
    Audience A
    Audience E
    Sources
    Methods and Media
    *
    F2F
    Email
    PhoneSocial networks
    Websites
    TwitterBlogs
    Publications (online)
    Publications (print)
    Friends
    Companies
    Salespeople
    Journalists
    Indy bloggers
    Fellow consumers
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 21. Measure social media and non-social media within the same framework to identify how social media should fit within the overall marketing mix
    AMD views social media as part of the overall marketing mix; not as a pure-play
    The overall marketing mix (social and non-social) varies based on which specific target audience they are addressing
    Considerations for Social Media Research
    21
  • 22. Considerations for Social Media Research
    22
    Audience C
    Audience F
    Audience G
    Audience D
    Audience B
    Audience A
    Audience E
    Audience H
    *
    Social Networks
    Blogs
    Twitter
    Online Forums
    Other Social Media
    F2F
    Websites
    Web searches
    Email…
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 23. Considerations for Social Media Research
    Measured the impact of both sources and methods in different use-case scenarios
    Who people rely on for information (sources) and how they get that information (methods & media) depends on what they’re seeking information for (e.g., shopping, product support, general news, etc.)
    Helped AMD focus on the types of content that needs to be developed for each outlet (i.e., not corporate news: but specifics about what your product does)
    23
    General News/ Information Gathering
    Evaluating Products to Purchase
    Post-Sales Support
  • 24. Lessons Learned
  • 25. Lessons Learned (1)
    Research helps us understand what social media tactics will truly be effective as opposed to just doing things to check the box
    Sometimes the answer is “Not now, not here”, and that’s OK
    Audience A
    25
    Blog
    Twitter
    Online forum
    Facebook
    FriendFeed
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 26. Lessons Learned (2)
    26
    The extent of use of social media varies dramatically by different target audiences:
    For some target audiences, marketing efforts through social media are a good use of limited marketing resources; for others—social media will not reach them or impact them
    Audience C
    Audience F
    Audience G
    Audience D
    Audience B
    Audience A
    Audience E
    Audience H
    *
    Social Networks
    Blogs
    Twitter
    Online Forums
    Other Social Media
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 27. Lessons Learned (3)
    Use of social media (and media in general) varies by use-case scenario: social media can be very important for post-purchase product support, for instance
    27
    General News/
    Information Gathering
    Evaluating Products
    to Purchase
    Post-Sales Support
    *
    Audience X
    Social Networks
    Blogs
    Twitter
    Online Forums
    Other Social Media
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 28. Lessons Learned (4)
    Social media efforts may need to involve non-traditional employees in brand-related efforts
    Some customers are much more likely to actively engage in conversations with product support or engineering teams than they would be with brand and marketing professionals or senior-level executives
    28
    *
    Tech Support
    Engineering
    Audience X
    Marketing
    Product Development
    Engineering
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 29. Lessons Learned (5)
    Not all social media are created equal: some specific outlets are used frequently and are highly influential, while many others are frequented but have little impact on brand initiatives or marketing outcomes
    29
    High
    *
    Audience X
    Social Media Impact
    Low
    * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS
  • 30. Questions?
    Trademark Attribution
    AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names used in this presentation are for identification purposes only and may be trademarks of their respective owners.
    ©2010 Advanced Micro Devices, Inc. All rights reserved.
    Follow us at: Twitter.com/cmbinfo Read more at blog.cmbinfo.com

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