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Web 2.0 Gets Strategic

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Even in a down budget year, marketers are spending more on Web 2.0. But most are just entering the game. Download this executive summary for best practices and insights including: …

Even in a down budget year, marketers are spending more on Web 2.0. But most are just entering the game. Download this executive summary for best practices and insights including:

* Determining your participation strategy is crucial
* Web 2.0 must be integrated with “traditional” marketing channels
* Web 2.0 is not winning new business but it is having an impact


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  • 1. ITSMA Online Member Survey Results | April 2009 Web 2.0 Gets Strategic EXECUTIVE SUMMARY Chris Koch Director Research and Thought Leadership ITSMA Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Survey Results | Executive Summary | SV4574E
  • 2. Table of Contents Slide Introduction 3 Key Findings 8 Survey Highlights 10 ITSMA’s Recommendations 18 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 2
  • 3. ITSMA Online Member Survey Results | April 2009 Introduction Survey Results | Executive Summary | SV4574E
  • 4. Your business and marketing strategy should drive your Web 2.0 strategy Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 4
  • 5. Start your Web 2.0 marketing strategy with… what you always start with!  Target audience  Goal – Increase lead generation/ nurturing – Enhance the brand – Increase press/analyst/ influencer coverage – Improve customer feedback/intimacy – Reduce the cost of marketing – Increase internal collaboration/knowledge sharing Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 5
  • 6. But then you need to concentrate on these…  Web 2.0 participation strategy: active or passive; internal or external  Role of Web 2.0 in overall marketing strategy Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 6
  • 7. Determine your participation strategy ITSMA’s Web 2.0 Participation Strategy Model Conversation Community 3. Manage 2. Engage 1. Monitor Passive Active Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 7
  • 8. ITSMA Online Member Survey Results | April 2009 Key Findings Survey Results | Executive Summary | SV4574E
  • 9. Key Findings  Web 2.0 tools are widely used by B2B marketers but adoption is recent  Marketers are spending more on Web 2.0—even in a down economy  Product/service companies are doing more with Web 2.0—and seeing more benefits—than pure services companies  Marketers have integrated Web 2.0 with more traditional digital channels such as the website, but not with customer tracking systems  The ROI of Web 2.0 is coming through softer measures such as improved reputation and customer relationships rather than increased sales  The vast majority of marketers believe that Web 2.0 will become as important as other marketing channels within the next five years Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 9
  • 10. ITSMA Online Member Survey Results | April 2009 Survey Highlights Survey Results | Executive Summary | SV4574E
  • 11. Even in a devastated economy, marketers are investing in Web 2.0 In 2009, how did your investment in Web 2.0 marketing change? % of Respondents (N=33) Decrease (9%) How much did your Web 2.0 investment increase? % of Respondents (N=24) Remain the same (18%) > 10% 54.2 Increase (73%) 5-10% 37.5 < 5% 8.3 Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 11
  • 12. Most Web 2.0 tools are recent additions to marketers’ strategy Which Web 2.0 channels do you use to market to prospects and customers? % of Respondents (N~36) Email newsletters/magazines 69 11 8 6 6 Webinars 64 17 3 6 11 Videos 50 25 11 8 6 Interactive microsites/extranets 46 11 20 20 3 Podcasts 33 25 22 6 14 Blogs 31 28 6 22 14 Social videos (e.g., YouTube) 24 38 6 12 21 Company-hosted role-based online communities 23 20 20 20 17 Externally-hosted online communities 22 14 14 14 36 Wikis 14 8 14 22 42 Social networking sites 3 51 17 14 14 (e.g., Facebook, Linked-In, Twitter) In Place for More Than One Year Implemented Within the Last Year Under Way/Partially Implemented In the Planning Stages Do Not Do, No Plans at This Time Other : Virtual Worlds, Sharepoint spaces for client user groups. Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 12
  • 13. How are your peers developing their participation strategies? ITSMA’s Web 2.0 Participation Strategy Model Conversation Community 3. Manage 2. Engage 1. Monitor Passive Active Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 13
  • 14. Most marketers are developing active strategies for Web 2.0—but most are in the early stages Monitor Engage Manage 12 17 21 Do Not Do, No Plans at This Time 9 36 20 18 In the Planning Stages 27 14 20 27 Under Way/Partially Implemented 14 33 20 14 Implemented Within the Last Year 27 18 23 22 In Place for More Than One Year 6 We monitor We have Company- Externally- conversations identified internal hosted hosted online about our subject matter role-based communities company on the experts and online Internet and in assigned them to communities Web 2.0 channels engage with such as blogs, customers, online prospects, and communities, and influencers in social networking online sites such as conversations Facebook and about the LinkedIn company Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 14
  • 15. Integrating with your other marketing channels is critical Integrate 9 Do Not Do, No Plans at This Time 9 36 21 In the Planning Stages 27 33 Under Way/Partially Implemented 12 Implemented Within the Last Year 33 12 6 In Place for More Than One Year We have integrated Web 2.0 We have integrated information channels with more traditional about prospects and customers marketing channels, such as reached through Web 2.0 events and our website channels into our systems for (e.g., linking, cross- tracking interactions with referencing, etc.) prospects and customers (e.g., CRM systems) Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 15
  • 16. Web 2.0 is not winning new business, but it is having an impact What are the main benefits that you have seen from your Web 2.0 marketing efforts so far? % of Respondents (N=33) Increased Website traffic 67 Reduced cost of marketing 42 Improved company reputation/perception 42 Increased press/analyst coverage 39 Skills development* 36 Increased customer feedback on products/services 33 Competitive differentiation 30 More effective lead nurturing 24 Increased number of generated leads 21 Reduced customer service cost 21 Improved customer relationships 18 Improved quality of generated leads 15 Improved customer information 15 Increased number of new accounts 3 Expanded share of wallet in existing accounts 3 Increased customer testimonials/advocacy 3 We haven’t seen benefits 9 Notes: Up to five responses allowed. * Experience and knowledge about how to use Web 2.0 channels Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 16
  • 17. Nearly 80% believe that Web 2.0 will become as important as other channels within five years Please rate your agreement with the following statement: Within the next five years, Web 2.0 will become as important or more important to our company’s marketing goals as the more traditional marketing channels such as events, Webinars, white papers, newsletters, and advertising. % of Respondents (N=33) Strongly disagree (1) 3 2 6 3 12 4 30 Mean = 4.2 Strongly agree (5) 49 Note: Mean rating based on a 5-point scale where 1=strongly disagree and 5=strongly agree. Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 17
  • 18. ITSMA’s Recommendations  Develop an active Web 2.0 engagement strategy that includes monitoring, engaging, and managing conversation and community  Integrate Web 2.0 channels with more traditional marketing channels, such as events and the website  Create a process for developing content to be disseminated through Web 2.0 channels  Collaborate with legal to develop a company policy for employee usage of Web 2.0 channels.  Develop a process for identifying and sharing Web 2.0 best practices across the organization  Establish metrics for measuring the impact of Web 2.0 channels (and continually scout for new tools in this fast-growing but still nascent area) Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 18
  • 19. Thank You! Chris Koch Director Research and Thought Leadership ITSMA ckoch@itsma.com +1-781-862-8500, Ext. 115 Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-781-862-8500, Ext. 112 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 19