Who are these crazy IT pros that make the world’s networks run?Q - So marketers, do your customers identify with your brand? (show of hands)Q - Do you have any customers who have branded themselves? Well, we do.
Here is a photo of eWoman, a user in the Spiceworks Community, who just recently permanently inked herself with the Spiceworks brand. After she posted this photo, she was immediately glorified in the Spiceworks Community with over 150 fellow users chiming in showing their approval of eWoman’s Spice-Ink and true brand loyalty. So much buzz that…
And then celebrated by our CEO, Scott Abel, revealed an exact replica of that tattoo at our annual user conference, SpiceWorld Austin… however his comes off with a little soap, water and elbow grease.
Now I’m sure you’re asking, who is that orange dinosaur in the middle?
MeetSpiceRex. SpiceRex, the self selected mascot for our Community of 1.7M IT pros that use Spiceworks to do their job. Originated here in the London-area by user, Andy Phelps who is here in the panel today. SpiceRex first took form as a paper orange dinosaur that our users mailed to each other. They then would takephotos of SpiceRex in their neck of the woods and post them in the community.But what SpiceRex truly represents is sticking up for theSMB IT pros or “the little guy”, and getting them the same access to tech vendor info and discounts as their Enterprise counterparts.
And the SpiceRex phenomenon quickly caught on and was adopted as the mascot of the force to be reckoned with community of over 1.7 M IT pros.But what SpiceRex truly represents is sticking up for theSMB IT pros or “the little guy”, and getting them the same access to tech vendor info and discounts as their Enterprise counterparts.
Q - Other than tattoos and an orange dino, what keeps our IT pros coming back to Spiceworks? And the answer is the wealth of information provided in the community. It’s truly a give and take relationship in the community where our IT pros can earn points for the number of Best Answers, How-tos and responses they provide to other IT pros in the community. From these points, the SpiceHeads are able to achieve different levels of status or “spiciness” starting at pimento all the way to the spiciest molecule on earth, pure capsaicin. And ladies and gentlemen,the creator of SpiceRex is the first person to not only make it to Pure Capsaicin, but has completed that TWICE. With that I will hand it over to RegHerde to introduce our stars of Unplugged, the IT pros that use Spiceworks to do their It jobs.
Spiceworks Unplugged Microsoft UK 30 Nov 11
SMB IT Pros Sound Off
What do you know about Spiceworks?Cool name. Something about Texas. They’re the ones trying to ‘Spice IT Up.’ Isn’t that a curry place nearby? They’re paying for this gig. …bless you. Social business app for IT. Lame name. Free network management software.
The Social Business Platform for IT Changing the Way IT Works Jay Hallberg Co-Founder & VP Marketing email@example.com
IT circa 2005 “What information do I need“Which tools do I use?” and where do I find it?” “What do I have?” “Is it all working?” “How do I fix it?” “Where can I find an “What products should I buy?” expert to help me?”
Used by 28% of IT Pros Worldwide Daily Growth 1,100 new companies 2,000 new users 13,800 Terabytes of storage 125,000 devices added Monthly Activity 1.5M Uniques 12.4M tickets worked 34M pageviews 403M minutes in app 1.7M IT Professionals in 200+ Countries
Monthly Engagement 5 3 ,4 5 7 ,2 5 8 min. ,5 6 5 , 1 5 6 min. Total Time in App (in thousands) ,4 0 3 , 2 9 3 min. ,3 2 5 , 6 7 9 min. 06:21 04:29 Avg. Time per User (in hours : minutes) 00:32 00:24Source: Nielsen Q3 Social Media Report, Spiceworks
Social Business Platform for IT Discussions Manage People CommerceApps Marketplace Purchasing “CONNECT”Manage Network Vendor pages Advice “SHARE” “FOLLOW” Community
Marketers are Catching the Social Wave Old guard publishers are left on the beach Traditional Media B2B Social Networks• Media cos. decide what content • IT pros and vendors share insights matters • Word-of-mouth amplifies reach• IT pros “on an island” • Influencing one = influencing many• Social is a „bolt-on‟ offering • Immediate feedback/impact• Old data, older methods • Highly targeted• Poor registration/targeting IT V IT IT IT IT IT V IT IT IT IT IT IT IT IT IT V IT IT IT V V IT IT IT V IT Vendor = Passive advertiser Vendor = Interactive, trusted participant
What‟s next? What should you do?1. Well, make sure you‟ve got your Vendor Page up, running and optimized2. Get engaged in conversations with SpiceHeads3. Recognize that a little goodwill can go a long way
The do‟s and don‟ts of participating in the communityDon’t: Spam users and forums Slam your competitors Hard sellDo: Be factual and accurate Embrace all feedback Be an individual Have fun!!!
Industry debate on the value of click through rates continues in earnest
Within Spiceworks, click through rates are just one measure of success What did you do when you saw the [advertiser‟s] ad? ”Looking at click through metrics100% isnt going to show you how aware we are of your brand…75% [L]ooking at how much you get50% talked about in the community is a better metric there, or how25% many people follow your vendor 7% 10% 5% page” 0% Clicked Visited Asked website reseller
Gathering data from Spiceworks users Insight into: • # of Devices IT IT IT • Device Age IT IT IT ITIT IT IT IT IT • Market Share IT IT IT IT IT IT IT • Versions/Model • Trends
Track the impact of all of your campaigns with Product Dashboards Change Change Change Change Total in Install in $ in Install in $ Total $ Install Base Value Base Value Value‡ August 2011 August 2011 QTD QTD BaseProduct 4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M #1 Install Base of Product #1100 50 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
Use a Social Engagement Ratio to measure involvement with your brand Social Engagement Community Mentions Ratio = (x 100) Follows Brand Advocates Brand Passives
Key TakeawaysClick through rates will continue to be animportant measure for your campaignsBut look at other metrics that may be morealigned with your campaign goals – Sales/Return on Investment: Look at actual product data, not just click or conversion rates – Brand Affinity: Measure and understand your followers – Brand Advocacy: Track the level of brand advocacy
The IT Pros you came to see… Ashley Connell Marketing Communications firstname.lastname@example.org