SpiceWorld 2011 for Marketers

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Marketer sessions at SpiceWorld 2011, featuring Unitrends and Eaton. Please note, the view-able file on SlideShare is distorted. The download (PDF) appears to be in final, edited form.

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  • Welcome to The Wisdom (and Creativity and Silliness) of Crowds: Ash: Good afternoon, I’m Ashley Connell, Marketing Communications Specialist at Spiceworks, here with Jennifer Sipala from Unitrends. And we’re here tell thestory ofhow Unitrends turned lemons into lemonade in the Spiceworks Community. It’s pretty simply really. By listening to the feedback from their target audience, Unitrends was able to act like a human inside the Spiceworks Community which creatdea great conversation, drove a ton of buzz, and led to sales… all inside Spiceworks.Ash Question: So Jenn, before we get started, can you tell us a little bit about what Unitrends does?Jenn’s Response: Unitrends offers all-in-one appliances for backup, archiving and disaster recovery.Ash Transition: Great, now without further ado, let’s jump in to the Unitrends Case Study.
  • Intro the problem (Show Ad): Ash: K, marketing-gurus, to echo Spiceworks user, Phillip Moya “Does anybody else see a problem with the Unitrends ad?” Wait for audience to chime in. Ash Transition: All great calls, tech marketers… let’s hear some of the super-specific feedback from the IT pros in the Spiceworks Community – the target audience that Unitrends was trying to reach with this ad….CLICK, CLICK, CLICK, CLICK
  • Ash:And here’s what they had to say… “The phone to head ratio is way off” The average human head is 10 inches long, meaning this phone receiver would be at least 14 inches tall! Ash Transition: Pretty perceptive SpiceHeads huh? (pause).. CLICK
  • Elvis sleeves?Ash:Is The King making a comeback? The Spiceworks IT pros or self-proclaimed fashionistas think the sleeve have got-to-go! Ash Transition: …CLICK
  • Ash: They were even suggesting that the girl in the ad looks like a “not-so-Grandma-appropriate” Blow-up doll… who says our IT pros don’t have a sense of humor? And this went on for about 35 more posts. Ash Transition: Now turn let’s turn our attention to the marketer in the hot seat, Jennifer from Unitrends, who, being a Green Guy, is the go-to-gal on behalf of Unitrends in the Spiceworks Community…. CLICK
  • Describe your ‘Oh $hit’ moment!Ash Question: Jennifer, after seeing this thread in the Community, please describe to us, your for lack of better terms… ”Oh Shit” moment. Jenn’s Response: I can tell you exactly – it was August 18th at 7:34pm – I was sitting on the couch with my husband, as usual, watching tv and checking email on my laptop. I jumped over to spiceworks, as this was our first campaign, and to my horror started reading down this thread. Within the community I tried to roll with the punches, but at the same time I was writing a panicked email to our spiceworks rep, basically yelling “Take it down, take it down!” Basically, I was convinced I had single handedly just ruined the company.Ash Transition/Question:So what happened next?... CLICK
  • MIllion Dollar Idea: A Crowdsourced Ad Contest!Jenn: The thread basically took on a life of its own. Some of the Spiceworks designers jumped in, and obviously many Spiceworks users and then someone threw out the idea of a contest – where they would put their money where they mouth is, and try to do a better design, and the community would vote on a winner.Ash Question: Jenn, was this too good to be true? Did you have any reservations about this? And if so, what made you decide to take the plunge anyway?Jenn’s Response: Absolutely no reservations. The contest was an amazing positive step, and basically a light at the end of the tunnel that I wasn’t going to be fired when I walked in the next day. Transitions: Sounds like a heck of ride, let’s see some of the entries.. CLICK
  • A few gemsAsh: Here are a few gems of the 153 entries! Ash Question: Can you describe how the rest of the contest went?Jenn’s Response: We thought we would get a few entries, but never anticipated over 150.Ash Transition: and let’s check out who the winner was… drum roll please… CLICK
  • Ash Question: The Unitrends Ad Contest Winner, Ryan.Johnson!Ash Question: After the contest, how did you continue to drive buzz inside Spiceworks? Jenn’s response:The Spiceworks thread continued for days, so we took advantage of the opportunity to help drive Spiceworks users to our website. We spun up a gallery of entries, where users could scroll through the entries and then vote online.Ash Transition: Great story! But as good marketers, I know what you’re all thinking…. Show me the results… CLICK
  • And the Community SpokeAsh: Check out this quote from a Spiceworks user. “If it’s true that no publicity is bad publicity this ad is the best ad in the history of Spiceworks – judging by the number of posts about it.”Ash Transition: …CLICK
  • The Community SpokeAsh: Now hear from a Unitrends Ambassador in the Spiceworks Community, and how he happily vouched for Unitrends and their product. “I do not work for Unitrends. I love Unitrends. And they make a seriously awesome product.”Ash Transition: …CLICK
  • The Community SpokeAsh:Then over one year later, SpiceHeadJustin.Davison chimed in about Unitrends, and his experience with them throughout his purchasing process. “(Unitrends) consistent positive involvement …grace and humor with which they handled criticism of their ad got my attention. The quality of the product… kept my attention.”Ash Transition: …CLICK
  • Ash:Campaign coming full-circleAsh:The same SpiceHead who started this thread, shining light on the ad that missed the mark, is now a happy (and repeat) Unitrends customer.Ash Transition: …CLICK
  • Ash: And now for some quantitative results, check out this graph showing the amount of reads and posts mentioning Unitrends in the Spiceworks Community. You can see that in Aug. 2010, there was a huge spike - marking the beginning of the contest, and the buzz about Unitrends continued from them to now. Ash Question: Is the way you market inside Spiceworks different than marketing you’ve done else where? If so, how?Jenn’s Response: Slightly different.  Within Spiceworks, Unitrends isn’t just a brand.  You have to be willing to step out from behind the logo and be part of the community. Ash Question: If marketing inside Spiceworks is different, how did you make that transition? Jenn’s Response: For me it wasn’t too difficult, as I had actually been a part of the Spiceworks community for quite some time, but now it was a matter of transitioning from individual contributor, to an official green guy.
  • Ash Question: After conducting this contest, what are the 3 pearls of wisdom you’d give to the tech marketers in the audience that are looking to interact with SpiceHeads in an unique, fun and valuable way?Jenn’s response:Don’t be afraid to move fast, and use a “Read, Fire, Aim” approach. It’s important to be timely and relevant, if you wait to long, you miss the wave.…CLICK (picture fades in)….CLICK (content fades in)
  • Ash:And the second?Jenn: First iterations will often suck, but just work to make them suck less every day. This is really my mantra. One of the gals who works for me says “iteration” could be a drinking game for how often I say it.…CLICK (picture fades in)….CLICK (content fades in)
  • Ash:And the third?Jenn: When it’s appropriate, give the community a peek behind the curtain of the official brand message. We do so much online, its easy to forget that there are people behind the logos. And ya know, things happen… when things hit the fan, I think the best thing you can do is let your human side show. …CLICK (picture fades in)….CLICK (content fades in)
  • Ash: As you can see, what started off as a marketing disaster for Unitrends, a new-to-Spiceworks brand – ended up creating a ton of awareness for Unitrends to the 1.6M IT pros inside Spiceworks. Simply by listening to feedback and being human, Jenn on behalf of Unitrends, created one of the best campaigns in Spiceworks history, thus spreading the word about Unitrends, which ultimately converted into customers.
  • Welcome to The Wisdom (and Creativity and Silliness) of Crowds: Ash: Good afternoon, I’m Ashley Connell, Marketing Communications Specialist at Spiceworks, here with Jennifer Sipala from Unitrends. And we’re here tell thestory ofhow Unitrends turned lemons into lemonade in the Spiceworks Community. It’s pretty simply really. By listening to the feedback from their target audience, Unitrends was able to act like a human inside the Spiceworks Community which creatdea great conversation, drove a ton of buzz, and led to sales… all inside Spiceworks.Ash Question: So Jenn, before we get started, can you tell us a little bit about what Unitrends does?Jenn’s Response: Unitrends offers all-in-one appliances for backup, archiving and disaster recovery.Ash Transition: Great, now without further ado, let’s jump in to the Unitrends Case Study.
  • The home base if the IT Pro.If he is at his desk, he likely has the dashboard up.We want to be able to share on this slide.. The # UPS Devices we are going to be able to report on. Time on BatteryOutput LoadLast Major Power EventBattery CapacityTake away.If the IT pro is at his desk, he likely has the dashboard up. The information in this view should be simple, clear and concise. Will the UPS on my Exchange Server be effective if we have a power spike? If not we highlight that information and take them to the device view for debugging.Highly contextual messaging.
  • Lightbox Extremely high profile branding opportunity.
  • DONE
  • DONE
  • SpiceWorld 2011 for Marketers

    1. 1. A Founder‟s Eye View Jay Hallberg Co-Founder & VP Marketing jay@spiceworks.com
    2. 2. 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?”
    3. 3. Could we create the “iTunes of IT”?
    4. 4. IT Inventory is the Foundation
    5. 5. Q: How do we make money?
    6. 6. Hmm, if ads work for Google… corporate branding and logos. …for $2k.
    7. 7. … it could work for IT!
    8. 8. July 24, 2006
    9. 9. January 2007
    10. 10. October 2011
    11. 11. 300250 Budget200150 Devices100 Workers 50 0 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11
    12. 12. Vendor Pages Connect Everyone ITIT Vendor
    13. 13. Spiceworks Connect for IT Sites VendorIT IT IT IT
    14. 14. What next?Simplify Everything IT
    15. 15. Buy Printer Ink
    16. 16. Request for QuoteRequest a Quote
    17. 17. IT Wish List
    18. 18. The Shopping Cart for Everything IT Wish Quote Buy
    19. 19. Dashboard for Everything Spiceworks
    20. 20. A Founder‟s Eye View Jay Hallberg Co-Founder & VP Marketing jay@spiceworks.com
    21. 21. What can we do together / icons? NetworkData Personalizes  by category, Community Drives lifecycle, audienceRecommendations  Solutions for each – Location grow subscribers, Finds Help IT launch product, research, awarenes. Workflow Automates Discounts
    22. 22. Connecting Everyone IT IT Vendor
    23. 23. Connecting Everyone IT IT Vendor I love y‟alls product… I can‟t tell you how much money it has saved me by cutting down on hours of research with the vetted products rec‟ed by other Spiceworks pros and also just making me aware of some great deals on products. Keep up the great work! – Chris Jowaisas
    24. 24. Connecting Everyone IT IT Vendor
    25. 25. Angels in the Architecture (The Spiceworks Community) Reginald Herde Director of Marketing reginald@spiceworks.com @SpiceWired
    26. 26. Brand Advocates on Your Site?
    27. 27. 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
    28. 28. The SpiceHead, aka the „Angel‟
    29. 29. In the Community…
    30. 30. …In the Application benhar
    31. 31. Fans/Followers Are True Brand Advocates
    32. 32. 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
    33. 33. Angels in the Architecture (The Spiceworks Community) Reginald Herde Director of Marketing reginald@spiceworks.com @SpiceWired
    34. 34. Zombies, Unicorns and Green Guys How marketing can be funky, fun and successful. Misha Rangel Product Marketing Manager misha@spiceworks.com
    35. 35. IT Marketer: Meet SpiceworksHow To’s Groups IT IT IT IT IT V IT IT IT IT IT IT IT IT IT IT IT VQuestions IT IT IT Watercooler V
    36. 36. You‟re Not in Kansas Anymore…
    37. 37. Whoa! This is kinda scary!
    38. 38. Green Guys listen Sign Up for a “Sales Call Paper" What do you think about registering for whitepapers?? 52 replies later… Overall, this feedback thread is so amazing that after a quick conversation we decided to change the way white papers are published on the NetWrix website. Thank you everybody for your eye-opening opinions.
    39. 39. Green Guys lend a helping hand Best UPS solution I‟m lookin‟ for some UPS solutions Check out Eaton 3S and 5PX in Ratings and Reviews… Cool! Know where I can buy in Ottawa? I‟ve made a few calls and found a reseller in your area. Here‟s their contact info…
    40. 40. 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!!!
    41. 41. Zombies, Unicorns and Green Guys How marketing can be funky, fun and successful. Misha Rangel Product Marketing Manager misha@spiceworks.com
    42. 42. The Wisdom (and Creativity and Silliness) of Crowds: A Unitrends Case Study Ashley Connell Marketing Communications Specialist, Spiceworks ashleyc@spiceworks.com Jennifer Sipala Marketing Director, Unitrends jsipala@unitrends.com
    43. 43. Does anybody else see a problem with the Unitrends ad?
    44. 44. Phone-to-Face Ratio?Phone = 14” Head = 10”
    45. 45. Elvis Sleeves?
    46. 46. Anyone see a resemblance? = CENSORED
    47. 47. Describe your „Oh $hit‟ moment! Image from thechive.com
    48. 48. Million Dollar Idea:A Crowd-Sourced Ad Contest
    49. 49. A few gems…
    50. 50. The Winner: Ryan.Johnson!
    51. 51. The Community Spoke…“If it‟s true that nopublicity is bad publicitythis ad is the best ad inthe history of Spiceworks– judging by the numberof posts about it.”
    52. 52. The Community Spoke “I do not work for Unitrends. I loveUnitrends. And they make a seriouslyawesome product.”
    53. 53. The Community Spoke…over a year later “(Unitrends) consistent positive involvement …grace and humor with which they handled criticism of their ad got my attention. The quality of the product… kept my attention.”
    54. 54. Campaign coming full-circle! “As the other Justin (Jaguar) and I will attest, this is a really good backup solution. So good, that we are about to order a 2nd unit.”
    55. 55. A Breakthrough Marketing Moment
    56. 56. Pearls of Wisdom from JennDon‟t be afraid tomove fast, and use a“Read, Fire, Aim”approach.
    57. 57. Pearls of Wisdom from Jenn First iterations will often suck, but just work to make them suck less every day.
    58. 58. Pearls of Wisdom from JennWhen it‟s appropriate, give thecommunity a peek behind the curtainof the official brand message.
    59. 59. Moral of the Story:Turn lemons into lemonade by simply being Human!
    60. 60. The Wisdom (and Creativity and Silliness) of Crowds: A Unitrends Case Study Ashley Connell Marketing Communications Specialist, Spiceworks ashleyc@spiceworks.com Jennifer Sipala Marketing Director, Unitrends jsipala@unitrends.com
    61. 61. Ads That Don‟t Suck Reginald Herde Director of Marketing reginald@spiceworks.com @SpiceWired
    62. 62. But first, let‟s start with some that do…
    63. 63. Yes, you‟re not selling consumer goods... although…
    64. 64. Which Ad Performed Better? Logo Logo.01% .34%
    65. 65. Which Ad Performed Better? Logo Printer Brand1.08% .01%
    66. 66. Which Ad Performed Better?Logo Logo .01% .21%
    67. 67. Which Ad Performed Better? Logo.46% .02%
    68. 68. Top tips, in order to not suck: What to embrace: What to avoid:1. Identify with SpiceHeads 1. Showing product without2. Be problem/solution oriented context3. Be free with dynamic imagery 2. Be IT relevant 3. Appealing to a narrow audience I can’t help but fall into the second category, what should I do then?
    69. 69. Cracking the Code onCommunity Involvement Kristin Somers Marketing Manager kristinsomers@eaton.com
    70. 70. Want a great experience? Get to know the community − Begin with an introduction – get your feet wet Become a trusted advisor − Provide expert advice and connect with members Toss out the hard sell tactics − Nobody likes in-your-face-marketing Jump at the chance to network face-to-face Be unique, creative, wear your heart on your sleeve and have FUN
    71. 71. How it all began… Booth @ SpiceWorld 2010 Web banner advertising designed by Spiceworks Local TX sales team began meeting community members SpiceCorps meeting sponsorships SpiceWorld 2010 booth
    72. 72. Green IT Group  100% SOV Banners  Microsite  Product Advisors Over 10K Members 700+ Posts
    73. 73. UPS Group  New group!  100% SOV Banners  Microsite  Product Advisors Nearly 1,500 Members Over 1,000 Posts
    74. 74. Discussions about EatonNovember 201050 conversations about Eaton Eaton has the best answer! TODAYOver 19K mentions 9,900 topics 125 reviews
    75. 75. SpiceCorps User Groups Grass roots engagement opportunities Local sales teams show return on investment ― Quote activity ― Sales
    76. 76. Measurable Sales Results! From Russell to the PowerAdvantage (Eaton) partner: “The response I have gotten with Eaton and you has been great and that makes me want to do business with you.”NET: 40-60 products purchased & more to follow…
    77. 77. Set Yourself Up for Product Advocacy Question: Recommendation : Community membersrecommend Eaton
    78. 78. Featured Ask the Expert (May 2-8)Group as a whole garnered 1,186 pageviews“From a quality point of view, David’s answers were top notch and the response from the community to his answers was very good.” - Nic Tolstoshev, Spiceworks Community Manager
    79. 79. Spiceworks CommunityEaton vendor page 26k+ followers!
    80. 80. Provide Resources of ValueTools they can use…think education!
    81. 81. Eaton Advertising Campaign for IT Pro‟s Community members offer great advice and candid input 85
    82. 82. Eaton Campaign Promotes Spiceworks For more about Eaton’s campaign for IT pro’s www.switchon.eaton.com
    83. 83. Spiceworks Dashboard UPS Manager
    84. 84. Spiceworks In-Flow
    85. 85. Click-Thru-Rates are So… 2005How to Measure Success of Marketing Campaigns in 2011 …And Beyond Azim Nagree Director of Monetization azim@spiceworks.com
    86. 86. Click Through Rates and Boy Bands
    87. 87. Industry debate on the value of click through rates continues in earnest
    88. 88. 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
    89. 89. 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
    90. 90. 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
    91. 91. Followers can be used to measure brand affinityFollower Dashboard
    92. 92. What, what, what!?!
    93. 93. Followers can be used to measure brand affinityFollower Dashboard Follower Demographics
    94. 94. Use a Social Engagement Ratio to measure involvement with your brand Social Engagement Community Mentions Ratio = (x 100) Follows Brand Advocates Brand Passives
    95. 95. Use a Social Engagement Ratio to measure involvement with your brand Social Engagement Ratio by Vendor 10 9 8.5 8 7 6 6 5 3.9 4 3 2.1 1.9 2 1.5 1 0 Vendor Vendor #1 #6
    96. 96. 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
    97. 97. Click-Thru-Rates are So… 2005How to Measure Success of Marketing Campaigns in 2011 …And Beyond Azim Nagree Director of Monetization azim@spiceworks.com
    98. 98. SMB IT Pros Sound Off
    99. 99. Why are we here? Sales Pitch? Product Demo?This session is between me and happy hour? …okay, maybe
    100. 100. What do you know about Spiceworks?Cool name. Something about zombies. They’re the ones trying to ‘Spice IT Up.’ Isn’t that a BBQ place nearby? They’re paying for this gig. …bless you. Social business app for IT. Lame name. Free network management software.
    101. 101. Managing Their Networks 9-to-5Research Get Advice Purchase Buy Manage Track Solve Problems
    102. 102. Now, our panel…
    103. 103. Unplugged PanelistsRichard Gallo – Systems Administrator, Applied Visions Zak Glover – Network Administrator, Lexicon, Inc. Joseph Reyes – IT Manager, Vanguard Urologic InstituteTodd Zboyan – Systems Administrator, Karr Tuttle Campbell
    104. 104. Richard Gallo
    105. 105. Unplugged PanelistsRichard Gallo – Network/Systems Administrator, Applied Visions Zak Glover – Network Administrator, Lexicon, Inc. Joseph Reyes – IT Manager, Vanguard Urologic Institute Todd Zboyan – Systems Administrator, Karr Tuttle Campbell
    106. 106. Zak Glover
    107. 107. Unplugged PanelistsRichard Gallo – Network/Systems Administrator, Applied Visions Zak Glover – Network Administrator, Lexicon, Inc. Joseph Reyes – IT Manager, Vanguard Urologic Institute Todd Zboyan – Systems Administrator, Karr Tuttle Campbell
    108. 108. Joseph Reyes
    109. 109. Unplugged PanelistsRichard Gallo – Network/Systems Administrator, Applied Visions Zak Glover – Network Administrator, Lexicon, Inc. Joseph Reyes – IT Manager, Vanguard Urologic Institute Todd Zboyan – Systems Administrator, Karr Tuttle Campbell
    110. 110. Todd Zboyan
    111. 111. That‟s it. We‟re done (mostly)…

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