Social IT Purchasing   Reaching IT Buyers    Where They Work    February 27, 2013
Welcome!           Kim Celestre           Senior Analyst, Forrester Research                                              ...
What you may have already heard…                                                ”	               “IT purchasing is going s...
We’re not here to tell you that. Today’s Agenda  Purpose: 1.  Latest data and thinking from Forrester 2.  A practical fram...
Why listen?     2.4 Million IT                                                          1,500 Tech     Decision Makers    ...
Making Leaders SuccessfulEvery Day
The Network Effect: How CommunitiesInfluence Your BuyersKim Celestre, Senior AnalystFebruary 27, 2013
Today’s Agenda                       Your socially active tech buyers                       All networks are not created e...
YOUR SOCIALLY ACTIVE TECHBUYERSThey love communities!                         9
The Social Technographics® ladder     Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 20...
Business Technology Buyers Shift To More Active Behaviors                                           2009 B2B tech      201...
Buyers frequently visit communities© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers frequently visit communities           71% visit vendor        communities multiple          times per month.      ...
Buyers frequently visit communities           71% visit vendor        communities multiple                                ...
Buyers search for information during the       Discovery stage                        “What are the top two things you do ...
Buyers consume content during the       Explore and Purchase stages                                 “What are the top two ...
Buyers comment, post and share during       the Engagement stage                        “What are the top two things you d...
Buyers seek relevant and quality       conversations                        “Which of the following factors most influence...
ALL NETWORKS ARE NOT CREATEDEQUALYou need to choose the right approach                                        19
Community Scrabble        Source: Wordle © 2012 Forrester Research, Inc. Reproduction Prohibited                          ...
Forrester’s Community Strategy Matrix                               High                                                  ...
Forrester’s Community Strategy Matrix                                                               “Off Domain”          ...
The many flavors of social networks                                                          Public Social Network© 2012 F...
The many flavors of social networks                                                          Professional Social          ...
The many flavors of social networks                                                          Professional Vertical        ...
THE GOLDEN RULE OF SOCIALNETWORKSFocus on what is relevant                            26
Focus on what is relevant       §  Understand why professionals participate in social           networks       §  Be pre...
QUESTIONS?             28
Thank youKim Celestre              Engage beyond this event:+1 650.581.3810           Community:kcelestre@forrester.com   ...
Funnels are Fun.
Let’s get specific with IT.                      That’s right. Purchasing is in the middle. Researching              Decid...
Let’s get specific with IT.    And Sharing isn’t just one stage. It impacts ALL stages. Researching    Deciding     Purcha...
So… Social is influential and pervasive inevery step of the IT decision making process.         Can I just advertise there...
The vendor opportunity Researching             Deciding           Purchasing            Managing              SharingSocia...
Unleash Your Technical ExpertiseBuild street cred with technical how-tos and very specific suggestions.                   ...
Offer ResourcesShare the content you’ve already created.                                             1,220                ...
Amplify Others’ SolutionsHelp customers help each other and showcase your advocates.                                      ...
Be a ConnectorGet them faster access to the people that can help.          1,446          Followers                       ...
What ties all these examples together? •  Real engagement with            Top 5 Marketing Tactics                         ...
How can I start?       Find out what IT pros are saying about you and your competitors.   1   http://www.spiceworks.com/ma...
How can I start?       Establish your presence with a FREE Spiceworks Vendor Page.   2   http://www.spiceworks.com/adverti...
How can I start?       Get in touch with us.   3   http://www.spiceworks.com/marketing/    SOCIAL ENGAGEMENT SOLUTIONS    ...
And one more thing…Hear from even more IT decision makers like Philip!IN PALO ALTO TODAY!Wednesday, February 275:30pm to 7...
Thank You!Questions?
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You've heard the talk that professional social networks have become the go-to resource for connecting with IT buyers and decision makers. Go beyond the hype and learn how successful tech marketers are amping up their social strategies for real business impact.

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Social it-purchasing-spiceworks-webinar-slides

  1. 1. Social IT Purchasing Reaching IT Buyers Where They Work February 27, 2013
  2. 2. Welcome! Kim Celestre Senior Analyst, Forrester Research @kcelestre Philip Moya IT Manager, San Antonio Kidney Disease Center @philipmjr Adam Weinroth Executive Director, Product Marketing, Spiceworks @aweinroth #SWwebinar
  3. 3. What you may have already heard… ” “IT purchasing is going social! “Social networks are the ultimate with place to reach IT buy “ Y O U need to get social ers!” s!” IT decision maker “Making social engagement a part of your IT marketing plan will make customers and money fall from the sky!”
  4. 4. We’re not here to tell you that. Today’s Agenda Purpose: 1.  Latest data and thinking from Forrester 2.  A practical framework 3.  An IT pros-eye-view 4.  Examples of vendor success
  5. 5. Why listen? 2.4 Million IT 1,500 Tech Decision Makers Vendors Application IT IT IT IT IT IT ITIT IT IT IT Professionals IT MarketersIT IT IT IT IT Content IT IT IT Philip Community
  6. 6. Making Leaders SuccessfulEvery Day
  7. 7. The Network Effect: How CommunitiesInfluence Your BuyersKim Celestre, Senior AnalystFebruary 27, 2013
  8. 8. Today’s Agenda   Your socially active tech buyers   All networks are not created equal   Focus on what is relevant © 2012 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. YOUR SOCIALLY ACTIVE TECHBUYERSThey love communities! 9
  10. 10. The Social Technographics® ladder Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Business Technology Buyers Shift To More Active Behaviors 2009 B2B tech 2010 B2B tech 2011 B2B tech 2012 B2B tech For business purposes buyers (biz buyers (biz buyers (biz buyers (biz purposes)* purposes)† purposes)‡ purposes)§ 27% 33% 32% 41% — 21% 17% 27% 37% 45% 46% 50% 29% 41% 36% 41% 29% 46% 44% 45% 69% 79% 80% 75% 23% 12% 14% 19% Base: 793 to 1,217 BT decision-makers at firms with 100 or more employees in the US and Western Europe §Base: 6,308 BT decision-makers at firms with 100 or more employees in the US and EMEA*Source: North American And European B2B Social Technographics® Online Survey, Q4 2008†Source: North American And European B2B Social Technographics Online Survey, Q1 2010‡Source: Q1 2011 US And European B2B Social Technographics Online Survey For Business Technology Buyers,§Source: Forrester Tech Marketing Navigator, Q1 2011
  12. 12. Buyers frequently visit communities© 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Buyers frequently visit communities 71% visit vendor communities multiple times per month. Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Buyers frequently visit communities 71% visit vendor communities multiple 73% visit non-vendor times per month. communities multiple times per month. Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Buyers search for information during the Discovery stage “What are the top two things you do in an online community during the Research a problem/Discover new approaches stages of your business problem-solving process?” Search for information using the search 66% functionality of the community Consume content created by a vendor or official 30% representative of a vendor Consume content created by my peers or 26% colleagues Ask a question: Post my problem or business 22% challenge to the online communitys discussion Give a solution: Post content (blog, presentations, 9% video) about my business challenge Share or retweet content I found in the online 8% community to other social networks or communities Rate, vote on others comments that pertain to my 6% business challenge Base: 184 B2B tech decision makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Buyers consume content during the Explore and Purchase stages “What are the top two things you do in an online community during the Select a vendor/Purchase a solution stages of your business problem-solving process?” Consume content created by my peers or 30% colleagues Consume content created by a vendor or 28% official representative of a vendor Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 15% challenge to the online communitys Rate, vote on others comments that 15% pertain to my business challenge Give a solution: Post content (blog, 9% presentations, video) about my business Share or retweet content I found in the 8% online community to other social networks Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Buyers comment, post and share during the Engagement stage “What are the top two things you do in an online community during the Implement a solution/Get support stages of your business problem-solving process?” Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 24% challenge to the online communitys discussion Consume content created by a vendor or official 21% representative of a vendor Consume content created by my peers or 20% colleagues Give a solution: Post content (blog, 17% presentations, video) about my business Rate, vote on others comments that pertain to 13% my business challenge Share or retween content I found in the online 11% community to other social networks or I dont use online communities for this stage 24% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Buyers seek relevant and quality conversations “Which of the following factors most influence your decision to join or participate in an online community independent of any single vendor activity for business purposes?” Quality of the discussion; the relevance of the comments 38% Relevancy of topics discussed by the community 34% Expertise of participants; their demonstrated thought- leadership 31% Volume of activity; frequency of posts and comments 23% Content that is shared within the community (e.g., whitepapers, infographics, etc.) 22% The technical features of the community 21% Breadth of participation; the diversity of views expressed 21% Ability to link with others in the community 20% Age or duration of the community 14% Size of the community 12% Its one of my job responsibilities 10% To build my personal brand 8% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. ALL NETWORKS ARE NOT CREATEDEQUALYou need to choose the right approach 19
  20. 20. Community Scrabble Source: Wordle © 2012 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Forrester’s Community Strategy Matrix High Sponsor Owner Influence Member Promoter Low High Low Brand Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Forrester’s Community Strategy Matrix “Off Domain” High Sponsor Owner Influence Member Promoter Low High Low Brand Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. The many flavors of social networks Public Social Network© 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. The many flavors of social networks Professional Social Network© 2012 Forrester Research, Inc. Reproduction Prohibited
  25. 25. The many flavors of social networks Professional Vertical Network Source: Spiceworks© 2012 Forrester Research, Inc. Reproduction Prohibited
  26. 26. THE GOLDEN RULE OF SOCIALNETWORKSFocus on what is relevant 26
  27. 27. Focus on what is relevant §  Understand why professionals participate in social networks §  Be present in professional social networks where you can drive positive business outcomes §  Choose relevant content, knowledge experts and tools that helps members reach their objectives §  Remember that professionals value high quality discussions, volume of activity and ability to connect with others© 2012 Forrester Research, Inc. Reproduction Prohibited
  28. 28. QUESTIONS? 28
  29. 29. Thank youKim Celestre Engage beyond this event:+1 650.581.3810 Community:kcelestre@forrester.com http://forr.com/CommunityTMTwitter: @kcelestre Blog: http://forr.com/BlogTM
  30. 30. Funnels are Fun.
  31. 31. Let’s get specific with IT. That’s right. Purchasing is in the middle. Researching Deciding Purchasing Managing Sharing Figuring out basic Evaluating and Licensing/ Deploying, Paying it forward technology need, determining procurement, monitoring and with advice, goals and timing vendor/product, financing and managing solution insights, tips, seats and financial services warnings commitment Example questions at each stage… “What are the “Which vendor “Which reseller “How can I “Could others use security risks?” offers the best should I use?” configure for my workaround support?” multiple offices?” script?”
  32. 32. Let’s get specific with IT. And Sharing isn’t just one stage. It impacts ALL stages. Researching Deciding Purchasing Managing Sharing Product Ratings Peer Expert IT Reviews Discussions Content Groups
  33. 33. So… Social is influential and pervasive inevery step of the IT decision making process. Can I just advertise there? Yes! (if you don’t care about engagement and outcomes)
  34. 34. The vendor opportunity Researching Deciding Purchasing Managing SharingSocial contributions IT pros value from vendors: Tech expertise, Tech expertise and Planning tools and Product news, tips, Amplification of transparency and connections to dealer/reseller best practices and helpful solutionsinfo not on website your “A team” information customer curiosity from IT pros BEING RESPONSIVE
  35. 35. Unleash Your Technical ExpertiseBuild street cred with technical how-tos and very specific suggestions. 87,902 Followers
  36. 36. Offer ResourcesShare the content you’ve already created. 1,220 Followers Works well with… •  KB Articles •  Whitepapers •  Corporate Blogs •  Planning Tools •  How-Tos and Videos 163,732 Followers
  37. 37. Amplify Others’ SolutionsHelp customers help each other and showcase your advocates. 58,550 Followers 75,409 Followers
  38. 38. Be a ConnectorGet them faster access to the people that can help. 1,446 Followers 146,826 Followers
  39. 39. What ties all these examples together? •  Real engagement with Top 5 Marketing Tactics Preferred by Spiceworks actual people IT Pros •  Helping one helps many 1.  Helpful, authentic participation •  Social interactions aren’t 2.  Online advertising for sales, but they support sales specific product/ promotion •  Ads are great for promoting products, themes and 3.  A well-managed Vendor Page messages – but social 4.  Sponsored app engagement and content features win them over 5.  Brand/product content
  40. 40. How can I start? Find out what IT pros are saying about you and your competitors. 1 http://www.spiceworks.com/marketing/dashboard/
  41. 41. How can I start? Establish your presence with a FREE Spiceworks Vendor Page. 2 http://www.spiceworks.com/advertise/pages/
  42. 42. How can I start? Get in touch with us. 3 http://www.spiceworks.com/marketing/ SOCIAL ENGAGEMENT SOLUTIONS ADVERTISING SPONSORSHIPS MARKET INSIGHTS CONTENT SOLUTIONS marketing@spiceworks.com
  43. 43. And one more thing…Hear from even more IT decision makers like Philip!IN PALO ALTO TODAY!Wednesday, February 275:30pm to 7:30pmPampa’s529 Alma StreetPalo Alto, CA 94301 RSVP! http://www.spiceworks.com/events/unplugged/
  44. 44. Thank You!Questions?

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