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B2B Technology Marketing in Social Media
 

B2B Technology Marketing in Social Media

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  • Marketing has always created content. But the traditional marketing content, based on providing product and service information such as features and functions and competitive comparisons is no longer sufficient or even effective. Today marketing content has to provide more sophisticated buyers with added value in the form of insight. Marketing content has to help buyers better understand their business problems, show them the possibilities, suggest alternatives, provide benchmarks, apply new thinking from related areas, and so forth. When you think about it, marketing, to be successful today, has to operate like a publisher. That’s a totally different mindset and requires totally different skills and roles such as an editorial board, you need editors-in-chief, managing editors, and journalists—not just copy writers, but writers who can conduct research, analyze findings, put things together, and create new thinking about a topic. Of course you will also need the marketers who package and disseminate the content—the art directors and production coordinators. Taking a publishing model to marketing can be a much more strategic approach to content development led by an editorial board that starts with the business strategy and translates the business strategy into the marketing strategy. A companywide thought leadership platform, that directly ties back to the business strategy is a powerful way to weave the issues together throughout the company and ensure that the thought leadership will ultimately drive revenue. The idea is to go to market with companywide high level themes and then drill down. At ITSMA, we encourage members to think of thought leadership as a portfolio, including pragmatic, emerging, and inspirational ideas. The content can be both ideas and data. The goal is to create content once and publish it many times via multiple vehicles, on- and offline. Managing marketing as a content creation engine opens all kinds of opportunities for new roles and organization structures. We are already seeing companies introduce new roles such as content owners, with titles such as VP of Content, Community managers, and conversation VPs.

B2B Technology Marketing in Social Media B2B Technology Marketing in Social Media Presentation Transcript

  • Social Media: An Integral Tool for B2B Technology Marketers January 29, 2010 - #SMB2B
  • Today’s Speakers Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber Moderator Panelists Dave Munn CEO ITSMA Pauline Ores Social Engagement Strategist, IBM Corp. Marketing, Communications and Citizenship
  • Agenda
    • Larry’s Perspective
    • Dave’s presentation
    • Pauline’s presentation
    • Q&A
    • #SMB2B
  • About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business
  • Introducing Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber
  • It’s time to close the social media gap between marketers and buyers – get beyond the pilot phase Buyer 55% use social media to get info and communicate with colleagues during buying process (Source: ITSMA-PAC Survey, 2009) Still relying heavily on traditional marketing methods – social media far down the list (Source: Forrester, April 2009) Marketer
  • Beyond pilots: You need a strategic approach Research Strategy Program Creation / Execution Activation Measurement & Optimization
    • Audience Identification
    • Listening
    • Prioritize goals
    • Roadmap with milestones, resources, risks, budget
    • Content, distribution and outreach strategy
    • Define social media programs & platforms
    • Create a user experience across all channels
    • Integrate with traditional marketing programs
    • Pre-launch planning
    • Launch activities to drive engagement
    • Post-launch activities to sustain momentum
    • Measure outcomes, not just outputs
    • Optimize programs
  • CIO.com Phase 1 Hub CIO/External Promotion IBM Events Promotion LinkedIn Experience Awareness – Thought Leadership Proprietary and Confidential Facebook Experience Twitter Presence
  • Build a Community & Drive Registration to Second Life Launch Event Create fun micro-site to generate buzz & obtain launch event registrations Gain visibility on YouTube Create Facebook group to build community Provide 3D game to demonstrate product features & encourage sharing Measurement & Analysis Fanista Quirky videos showing Cisco’s fun side Organize TelePresence sessions for sales engagement One component for gathering 7,000+ registrations Cisco Router Launch: Lead Generation 1,000+ members 40,000+ users played 1,000+ field reps
  • CSC Wikonnect – Building Deeper Customer Relationships and Loyalty
    • Personalized venue where insurance community shares experiences and ideas for enhancing CSC software
    • 24x7 collaborative environment, access to latest product updates
    • 7,000+ users from 500 companies
    • Opens the door for clients to talk to each other and to CSC, share best practices
    • Gives CSC a true point of differentiation in the insurance industry
  • Introducing Dave Munn CEO ITSMA
  • The Growing Importance of Social Media and Web 2.0 in the Decision Making Process for Technology Solutions Prepared by: David Munn President & CEO ITSMA [email_address]
  • Three-quarters of buyers are using social media in the purchase process—that’s huge! Source: ITSMA and PAC, How Customers Choose Study, 2009 Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=350) None (25%) Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=264) Note: Multiple responses allowed. (75%)
  • Now, more than ever, marketers need to base their activities on customers’ buying processes and integrate social media more into the marketing mix ITSMA’s Relationship Model/Buying Process Source: ITSMA , 2009
    • Stage 5.
    • LOYALTY
    • Post-Purchase Evaluation
    • Evaluate satisfaction
    • Measure value delivered
    • Stage 4.
    • CONFIDENCE
    • Selection and Purchase
    • Select the provider
    • Negotiate the contract
    • Ultimate sign-off
    • Stage 3.
    • INTEREST
    • Alternative Evaluation
    • Finalize the short list
    • Solicit proposals
    • Evaluate alternatives
    • Stage 2.
    • AWARENESS
    • Search
    • Clarify objectives and solution specifications
    • Identify alternatives (short list)
    • Stage 1.
    • EPIPHANY
    • Need Recognition
    • Explore the possibilities
    • Identify a need or opportunity
    Buying Processes Relationship Stages
  • When companies identify a need, they proactively seek out alternative solutions and use web and social media tools more and more I do the research and find the appropriate solution providers (63%) The solution provider contacts me first (37%) Source: ITSMA and PAC, How Customers Choose Study, 2009 Mean % of Time (N=355)
  • Two of the top five sources of information are digital/web 2.0/social media channels Note: Numbers may not add up due to rounding. Source: ITSMA and PAC, How Customers Choose Study, 2009 What are the first three steps you take to identify alternative solutions? % of Respondents (N=355) Total Speak to colleagues for referrals 68 Do an online search including, company websites, whitepapers, podcasts, Webcasts, etc. 39 Speak to your existing solution providers and hardware and software vendors 32 Get advice from consultants 28 Check the blogosphere, social networks, or online chat boards 27 Speak to or check publications of industry analysts such as Gartner, PAC, IDC 23 Speak to or check publications of financial analysts such as Merrill Lynch or Goldman Sachs 19 Read business and trade publications 19 Pay closer attention to advertisements 15 Respond to emails and cold calls from consultants or solution providers 14 Other 1
  • Buyers rank numerous digital/web 2.0/social media channels among the top ten in getting their attention Source: ITSMA and PAC, How Customers Choose Study, 2009 Which types of marketing vehicles do you believe are most effective in getting your attention and encouraging you to learn more about solutions and providers? % of Respondents (N=355) Electronic newsletter from the solution provider Webinar Invitation to a dinner discussion or evening roundtable with peers Invitation to an in person seminar or workshop Case studies describing successful customer solution implementations Speech or presentation at a conference or trade show Solution provider’s blog or online community Search engine hits when doing research or surfing the Web Article in the business or industry trade press Online advertisement Direct mail brochure Phone call or email from a sales representative from the solution provider TV or print advertisement Hospitality programs such as sporting event or golf outings
  • Online communities and microsites are growing in value to executives who participate in provider relationship programs Note: Up to three responses allowed. Source: ITSMA and PAC, How Customers Choose Study, 2009 Of the programs you participate in, which three do you think provide the greatest value to you? % of Respondents (N=355) Executive-level business events (e.g., seminars, meetings) Private briefings Customer advisory councils or boards Social or recreational activities (e.g., golf outings, dinners) Client reference programs Online communities/social networking that the solution provider facilitates Dedicated “microsite” or portal for your company with information about their project work and thought leadership Account-based or one-to-one marketing programs Joint PR/advertising/co-branding One-on-one, executive-to-executive relationships Small, intimate, local peer networking events Other
  • Marketing Tactics Becoming More Important in 2010 – Social Media and Web 2.0 on the Rise
    • Thought leadership development
    • References and testimonials
    • Senior level relationship management programs, customer advisory boards, councils
    • Online video
    • Public online social networks (e.g., LinkedIn, Facebook)
    • ROI tools/Price justification tools
    • Invitation-only online communities hosted or sponsored by your company
    • Corporate Website
    • Internal collaboration through social media and/or Intranet
    • Blogs
    Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010
  • Marketing needs to become more of a content creation engine Marketing planning/ strategy/ intelligence Thought leadership platform Business strategy
    • Integrated Marketing Campaigns
    • Relationship programs
    • Digital/social media
    • Events
    • Influencer relations
    • PR
    Sales Business Partners Content Engine Measure, Analyze, and Report
  • Top Challenges Marketers Face with Social Media and Web 2.0 Effectiveness Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging. Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 2009 Rate the level of challenge your company faces in using Web 2.0 channels in the following areas: Mean Rating (N~33) Getting the time commitment to participate Keeping our bloggers interested and posting regularly Maintaining the pace/volume of content creation demands Effort required to manage channels Finding the right employees to engage with the channels Getting employees and customers to feel comfortable engaging Measuring results Gaining/keeping customer interest Maintaining a consistent representation of the organization’s brand Communicating in the right voice
  • Introducing Pauline Ores Market Insights, Principal Consultant Social Insights Practice IBM
  • Consumers Are Becoming Citizens ads agency search SM receptive consumer UGC media client active citizen ads & media
  • What Makes Up Social Media
    • Applications and Sites
      • Blogs, wikis, Facebook, etc.
    • Social Drivers
      • How to build a network/community
    • Business Processes
      • Integrating social contributions
    • Business Transformation
      • Corporate culture
  • Current picture of IBM & Social media
    • Blogs - 17,000 blogs
    • Beehive – 60K members
    • WikiCentral –1 million daily page views
    • InnovationJam – 4 Jams, 500,000 participants
    • Media Library – 10 million downloads
    52,000+ 198,000+ 75,000+ 40,000+ 3,000+
  • Enterprise Community-Based Model
    • Coordinating Activity
      • Enterprise approach is key if 2+2 is to = 5
      • Social is suited at managing social rather than falling back on command and control processes
      • Continually integrate digital marketing efforts
    • Growing Participation
      • Community managers - a critical and unique skill if we’re to move past SMM checklists
      • Enterprise systems need to support ‘virtuous circle’ – acknowledging and driving participation
  • Key Issues and Recommendations
    • Demonstrate business value - Why should I fund this?
      • Go narrow and deep and ‘fail quickly’
        • Select specific areas/ecosystems, apply the resources truly required, iterate, measure results
    • Metrics – How do I know it’s making a difference?
      • Take full advantage of social media research
          • IBM CORE enterprise program
          • Not only for ‘listening’ can support execution, metrics
          • Engage your MI teams
    • Internal Adoption – How do I get them to participate?
      • Seek out community building talent
        • Building a community w/active participation who can drive and nurture internal participation
  • Questions from the Audience Feel free to type in your questions for Larry, Dave and Pauline
  • Additional Resources
    • To get a copy of our white paper on “Social Media for B2B Technology Marketers”
    • Email: [email_address]
    • To share the recording of this webinar
      • www.racepointgroup.com/digital/resources.cfm
      • www.digitalinfluencegroup.com
    • Other questions, contact:
      • Jackie Lustig at [email_address]