Understanding B2B Social Media: An AMD Case Study<br />Prioritizing social media marketing efforts for different target au...
Today’s Webinar	<br />Who is Chadwick Martin Bailey?<br />Today’s Speakers<br />Today’s topic:  How AMD and CMB conducted ...
Chadwick Martin BaileyCompany Facts<br />Founded in 1984<br />Headquartered in Boston<br />Global, Full-service provider<b...
Our Clients: We Partner with Leaders in a Range of Industries<br />4<br />
Chadwick Martin Bailey: Our Specialties<br />5<br />
Today’s Speakers:Chris Neal, Georgeanna Liu, Chris James<br />6<br />
The Business Context<br />
AMD At-A-Glance<br />A leader in microprocessors and graphics<br />8<br />Founded:	1969<br />Headquarters:	Sunnyvale, CA, ...
AMD Enables the Next Generation<br />Finance<br />Research and Science<br />Government<br />Billions of financial transact...
AMD and Social Media<br />AMD has been aggressively been using social media channels for marketing for some time <br />10<...
The Challenge<br />
AMD’s challenge<br />12<br />AMD has a complex business model with widely disparate target audiences…<br />Audience G<br /...
AMD’s challenge<br />13<br />There’s pressure to use all media types for all audiences<br />But resources are finite<br />...
AMD’s challenge<br />14<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br...
AMD’s challenge<br />15<br />Ultimately, AMD wanted to determine how much to invest in each form of social media, and do i...
The Questions<br />
The Research Questions<br />	How do key target audiences form their opinions of AMD? What sources (people, things, places)...
The Research<br />
Primary Research to Understand the True Impact (and Potential) of Social Media Among AMD's Target Audiences <br />Research...
Separate sources of information (i.e., people: journalists, vendors, VARs, colleagues, fellow purchasers, etc.) from metho...
Measure social media and non-social media within the same framework to identify how social media should fit within the ove...
Considerations for Social Media Research<br />22<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audi...
Considerations for Social Media Research<br />Measured the impact of both sources and methods in different use-case scenar...
Lessons Learned<br />
Lessons Learned (1)<br />Research helps us understand what social media tactics will truly be effective as opposed to just...
Lessons Learned (2)<br />26<br />The extent of use of social media varies dramatically by different target audiences:<br /...
Lessons Learned (3)<br />Use of social media (and media in general) varies by use-case scenario: social media can be very ...
Lessons Learned (4)<br />Social media efforts may need to involve non-traditional employees in brand-related efforts<br />...
Lessons Learned (5)<br />Not all social media are created equal: some specific outlets are used frequently and are highly ...
Questions?<br />Trademark Attribution<br />AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Mic...
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Using Market Research to Develop B2B Social Media Strategies

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Georgeanna Liu and Chris James from AMD and Chris Neal from Chadwick Martin Bailey discuss how to better understand B2B Social Media.

The presentation was originally delivered at the Social Media and Communities Strategies 2.0 Conference this May and discusses how to understand and prioritize social media marketing efforts for different target audiences

Published in: Business, Technology
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Using Market Research to Develop B2B Social Media Strategies

  1. 1. Understanding B2B Social Media: An AMD Case Study<br />Prioritizing social media marketing efforts for different target audiences<br />Presented by: <br />Georgeanna Liu, AMDChris James, AMDChris Neal, CHADWICK MARTIN BAILEY<br />June 2010<br />
  2. 2. Today’s Webinar <br />Who is Chadwick Martin Bailey?<br />Today’s Speakers<br />Today’s topic: How AMD and CMB conducted research to drive B2B social media strategies<br />Q & A (please enter questions into the webexQ & A feature and we’ll answer them at the end)<br />2<br />
  3. 3. Chadwick Martin BaileyCompany Facts<br />Founded in 1984<br />Headquartered in Boston<br />Global, Full-service provider<br />Fully dedicated, vertical specific teams<br />Specialization in social media, branding and segmentation<br />Sweet Spot: when you want a supplier who will provide original ideas, not just a response to an RFP<br />3<br />
  4. 4. Our Clients: We Partner with Leaders in a Range of Industries<br />4<br />
  5. 5. Chadwick Martin Bailey: Our Specialties<br />5<br />
  6. 6. Today’s Speakers:Chris Neal, Georgeanna Liu, Chris James<br />6<br />
  7. 7. The Business Context<br />
  8. 8. AMD At-A-Glance<br />A leader in microprocessors and graphics<br />8<br />Founded: 1969<br />Headquarters: Sunnyvale, CA, USA<br />Employees: ~11,000 worldwide<br />2009 Revenue: $5.4 billion<br />“AMD is not a CPU and graphics company doing ‘Fusion.’ We are a ‘Fusion’ company that also makes theworld’s best discrete CPUsand graphicstechnologies.”<br />—Dirk Meyer, AMD President & CEO<br />
  9. 9. AMD Enables the Next Generation<br />Finance<br />Research and Science<br />Government<br />Billions of financial transactions are conducted quickly and efficiently every day by major stock exchanges around the world on AMD-based servers<br />Four of the five fastest supercomputers in the world are powered by AMD processors<br />The U.S. Census Bureau relies on AMD-powered processors to help power its Master Address File, containing more than 180 million addresses and locations where US citizens live and work. <br />Cloud Computing<br />Film<br />Gaming<br />Nearly 2 million AMD processors are engaged in cloud computing clusters worldwide.<br />AMD has powered special effects in movies that collectively have netted more than $5.4 billion in worldwide box office revenues<br />More than 50 million Wii consoles shipped to date run on AMD technology<br />
  10. 10. AMD and Social Media<br />AMD has been aggressively been using social media channels for marketing for some time <br />10<br />
  11. 11. The Challenge<br />
  12. 12. AMD’s challenge<br />12<br />AMD has a complex business model with widely disparate target audiences…<br />Audience G<br />Audience D<br />Audience A<br />Audience H<br />Audience C<br />Audience E<br />Audience B<br />Audience F<br />Retailers<br />Consumers<br />OEMs<br />(Original Equipment Manufacturers)<br />Joe’s<br />Electronics<br />ACME<br />Computers<br />VARs<br />(Value Added Resellers)<br />Companies<br />System Builders<br />
  13. 13. AMD’s challenge<br />13<br />There’s pressure to use all media types for all audiences<br />But resources are finite<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />High time and/or budget investment level<br />
  14. 14. AMD’s challenge<br />14<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Social Networks<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Blogs<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Twitter<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Online Forums<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Other Social Media<br />AMD must be smart about marketing investment: can’t commit to blanket marketing of all target audiences<br />And social media web-scraping tools did not tell the whole story…<br />Who is talking or listening? What is the actual impact? <br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  15. 15. AMD’s challenge<br />15<br />Ultimately, AMD wanted to determine how much to invest in each form of social media, and do it more effectively<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  16. 16. The Questions<br />
  17. 17. The Research Questions<br /> How do key target audiences form their opinions of AMD? What sources (people, things, places) can AMD use to influence them?<br /> Within those sources, what social media* are available to AMD to drive its brand perception? <br />17<br />1<br />2<br />* Social media is defined as blogs, online forums, social networks and micro-blogging (e.g., Twitter) <br />
  18. 18. The Research<br />
  19. 19. Primary Research to Understand the True Impact (and Potential) of Social Media Among AMD's Target Audiences <br />Research design started with the target audience (rather than the communications medium) and worked backwards<br />Recruiting: We did not use social media to recruit research participants (to prevent sampling bias)<br />Techniques: Both qualitative/open-ended and quantitative research<br />Audiences: Separate research modules for each unique target audience, spanning from extreme B2B to consumer segments<br />19<br />
  20. 20. Separate sources of information (i.e., people: journalists, vendors, VARs, colleagues, fellow purchasers, etc.) from methods and media (i.e., ways in which these sources convey their information, be it social or non-social: e.g., static websites, print magazines, online forums, social networks, twitter, etc.)<br />Considerations for Social Media Research<br />20<br />Audience C<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Sources<br />Methods and Media<br />*<br />F2F<br />Email<br />PhoneSocial networks<br />Websites<br />TwitterBlogs<br />Publications (online)<br />Publications (print)<br />Friends<br />Companies<br />Salespeople<br />Journalists<br />Indy bloggers<br />Fellow consumers <br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  21. 21. Measure social media and non-social media within the same framework to identify how social media should fit within the overall marketing mix<br />AMD views social media as part of the overall marketing mix; not as a pure-play<br />The overall marketing mix (social and non-social) varies based on which specific target audience they are addressing<br />Considerations for Social Media Research<br />21<br />
  22. 22. Considerations for Social Media Research<br />22<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />F2F<br />Websites<br />Web searches<br />Email… <br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  23. 23. Considerations for Social Media Research<br />Measured the impact of both sources and methods in different use-case scenarios<br />Who people rely on for information (sources) and how they get that information (methods & media) depends on what they’re seeking information for (e.g., shopping, product support, general news, etc.)<br />Helped AMD focus on the types of content that needs to be developed for each outlet (i.e., not corporate news: but specifics about what your product does)<br />23<br />General News/ Information Gathering<br />Evaluating Products to Purchase<br />Post-Sales Support<br />
  24. 24. Lessons Learned<br />
  25. 25. Lessons Learned (1)<br />Research helps us understand what social media tactics will truly be effective as opposed to just doing things to check the box<br />Sometimes the answer is “Not now, not here”, and that’s OK<br />Audience A<br />25<br />Blog<br />Twitter<br />Online forum<br />Facebook<br />FriendFeed<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  26. 26. Lessons Learned (2)<br />26<br />The extent of use of social media varies dramatically by different target audiences:<br />For some target audiences, marketing efforts through social media are a good use of limited marketing resources; for others—social media will not reach them or impact them<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  27. 27. Lessons Learned (3)<br />Use of social media (and media in general) varies by use-case scenario: social media can be very important for post-purchase product support, for instance<br />27<br />General News/ <br />Information Gathering<br />Evaluating Products<br /> to Purchase<br />Post-Sales Support<br />*<br />Audience X<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  28. 28. Lessons Learned (4)<br />Social media efforts may need to involve non-traditional employees in brand-related efforts<br />Some customers are much more likely to actively engage in conversations with product support or engineering teams than they would be with brand and marketing professionals or senior-level executives<br />28<br />*<br />Tech Support<br />Engineering<br />Audience X<br />Marketing<br />Product Development<br />Engineering<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  29. 29. Lessons Learned (5)<br />Not all social media are created equal: some specific outlets are used frequently and are highly influential, while many others are frequented but have little impact on brand initiatives or marketing outcomes<br />29<br />High<br />*<br />Audience X<br />Social Media Impact<br />Low<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
  30. 30. Questions?<br />Trademark Attribution<br />AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names used in this presentation are for identification purposes only and may be trademarks of their respective owners. <br />©2010 Advanced Micro Devices, Inc. All rights reserved.<br />Follow us at: Twitter.com/cmbinfo Read more at blog.cmbinfo.com<br />

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