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Social Media: An Integral Tool for B2B
        Technology Marketers




         January 29, 2010 - #SMB2B
Today’s Speakers

         Moderator             Panelists



                                     Dave Munn
                                        CEO
                                       ITSMA




          Larry Weber              Pauline Ores
           Chairman             Social Engagement
 Digital Influence Group and      Strategist, IBM
       Racepoint Group           Corp. Marketing,
       @thelarryweber            Communications
                                 and Citizenship


                                                    2
Agenda

•   Larry’s Perspective
•   Dave’s presentation
•   Pauline’s presentation
•   Q&A


#SMB2B



                             3
About Us




Full service digital agency that is social media at its core




 A global public relations agency that helps clients harness the power of both
 traditional and social media to build and protect reputation and drive
 business




                                                                                 4
Introducing Larry Weber




                       Chairman
             Digital Influence Group and
                   Racepoint Group
                   @thelarryweber



                                           5
It’s time to close the social media gap between marketers and
buyers – get beyond the pilot phase

                Buyer                               Marketer




 55% use social media to get info        Still relying heavily on traditional
       and communicate with            marketing methods – social media far
 colleagues during buying process                    down the list

    (Source: ITSMA-PAC Survey, 2009)          (Source: Forrester, April 2009)

                                                                                6
Beyond pilots: You need a strategic approach

                                • Audience Identification
 Research                       • Listening



                                • Prioritize goals
 Strategy                       • Roadmap with milestones, resources, risks, budget
                                • Content, distribution and outreach strategy


                                • Define social media programs & platforms
 Program Creation / Execution   • Create a user experience across all channels
                                • Integrate with traditional marketing programs


                                • Pre-launch planning
 Activation                     • Launch activities to drive engagement
                                • Post-launch activities to sustain momentum


 Measurement & Optimization     • Measure outcomes, not just outputs
                                • Optimize programs



                                                                                  7
Awareness – Thought
         CIO/External Promotion                             LinkedIn Experience
                                      Leadership
                                     CIO.com Phase 1 Hub




           IBM Events Promotion




                                        Twitter Presence




                                                           Facebook Experience

                                                                                      8
Proprietary and Confidential                                                      8
Cisco Router Launch: Lead Generation
                                    Fanista
   Create fun micro-site to                                             Provide 3D game to demonstrate
generate buzz & obtain launch                                            product features & encourage
     event registrations                                                            sharing


                                    Build a Community & Drive
                                 Registration to Second Life Launch
                                                Event
    One component for
    gathering 7,000+
    registrations
                                                                             40,000+ users played
    Gain visibility on YouTube

                                                                          Organize TelePresence sessions
                                                                               for sales engagement




                                      Create Facebook group
       Quirky videos                    to build community
       showing Cisco’s
       fun side
                                                                              1,000+ field reps



                                                       1,000+ members

                                 Measurement & Analysis                                                    9
CSC Wikonnect – Building Deeper Customer Relationships
and Loyalty


                            • Personalized venue where insurance
                              community shares experiences and ideas for
                              enhancing CSC software

                            • 24x7 collaborative environment, access to
                              latest product updates

                            • 7,000+ users from 500 companies

                            • Opens the door for clients to talk to each other
                              and to CSC, share best practices

                            • Gives CSC a true point of differentiation in the
                              insurance industry




                                                                            10
Introducing Dave Munn




                   CEO
                  ITSMA




                          11
The Growing Importance of Social Media
  and Web 2.0 in the Decision Making
   Process for Technology Solutions
                Prepared by:
                David Munn
              President & CEO
                   ITSMA
             dmunn@itsma.com




                                         12
Three-quarters of buyers are using social media in the
 purchase process—that’s huge!


Which of these Web-based tools do you use to gather information and
communicate with colleagues during the purchase process?
% of Respondents (N=350)

                               Which of these Web-based tools do you use to gather information and
                               communicate with colleagues during the purchase process? % of
                               Respondents (N=264)
     None                           LinkedIn                                              58
     (25%)
                   (75%)                Blogs                                        50

                                   Facebook                                        47

                                      Twitter                                 41

                                        Plaxo                               39
                               Note: Multiple responses allowed.



Source: ITSMA and PAC, How Customers Choose Study, 2009
                                                                                                 13
Now, more than ever, marketers need to base their activities
   on customers’ buying processes and integrate social media
   more into the marketing mix


ITSMA’s Relationship Model/Buying Process

 Relationship         Stage 1.          Stage 2.              Stage 3.               Stage 4.               Stage 5.
   Stages         EPIPHANY         AWARENESS                INTEREST            CONFIDENCE                LOYALTY
   Buying            Need                Search              Alternative          Selection and         Post-Purchase
                                                                                                        Post-
  Processes        Recognition                               Evaluation            Purchase              Evaluation
                 Explore the        Clarify objectives     Finalize the short    Select the provider    Evaluate
                possibilities      and solution          list                                          satisfaction
                                                                                 Negotiate the
                                   specifications
                 Identify a need                          Solicit proposals     contract                Measure value
                or opportunity      Identify                                                           delivered
                                   alternatives           Evaluate               Ultimate sign-off
                                                                                          sign-
                                   (short list)          alternatives




Source: ITSMA, 2009
                                                                                                                      14
When companies identify a need, they proactively seek out
alternative solutions and use web and social media tools more
and more




     The solution provider                                   I do the research and
   contacts me first (37%)                                   find the appropriate
                                                             solution providers
                                                             (63%)




                                            Mean % of Time
                                               (N=355)



 Source: ITSMA and PAC, How Customers Choose Study, 2009
                                                                                     15
Two of the top five sources of information are digital/web
 2.0/social media channels
                                                                                                                           Total

                                      Speak to colleagues for referrals                 33                   17     19         68
 What are the
 first three steps   Do an online search including, company websites,
                                                                           11            14             14                     39
                                whitepapers, podcasts, Webcasts, etc.
 you take to
 identify                Speak to your existing solution providers and
                                                                           9         13            11                          32
                                      hardware and software vendors
 alternative
 solutions?                                Get advice from consultants     9        8         12                               28
 % of                Check the blogosphere, social networks, or online
                                                                           8     10           11                               27
 Respondents                                             chat boards
 (N=355)                     Speak to or check publications of industry
                                                                           8        11        5                                23
                                   analysts such as Gartner, PAC, IDC
                             Speak to or check publications of financial
                                                                         6      8        6                                     19
                      analysts such as Merrill Lynch or Goldman Sachs

                                 Read business and trade publications 5 6               9                                      19

                                Pay closer attention to advertisements 6 5 5                                                   15

                     Respond to emails and cold calls from consultants
                                                                                                                               14
                                                 or solution providers 4 5 6

                                                                 Other 1                                                       1
Note: Numbers may not add up due to rounding.
                                                                               Step One             Step Two      Step Three
Source: ITSMA and PAC, How Customers Choose Study, 2009
                                                                                                                          16
Buyers rank numerous digital/web 2.0/social media
   channels among the top ten in getting their attention

    Which types of marketing vehicles do you believe are most effective in getting your attention and
    encouraging you to learn more about solutions and providers?
    % of Respondents (N=355)
                         Electronic newsletter from the solution provider         25                  32               29              14
                                                                 Webinar          24                  29               32              15
       Invitation to a dinner discussion or evening roundtable with peers         23                  33              25              20
                          Invitation to an in person seminar or workshop          23                   39                   26             12
 Case studies describing successful customer solution implementations          20                22              39                   19
                    Speech or presentation at a conference or trade show      19             22                  38                   21
                            Solution provider’s blog or online community      17                 30               35                   18
              Search engine hits when doing research or surfing the Web       16                  41                   27              17
                           Article in the business or industry trade press    15                 33               30                  21
                                                    Online advertisement      15             30                  33                   22
                                                     Direct mail brochure    13              32                  31                   24
Phone call or email from a sales representative from the solution provider   12         23                  34                   31
                                                TV or print advertisement    11             30                   40                   20
             Hospitality programs such as sporting event or golf outings     10        20                  35                    36

                                                                              Very effective                     Somewhat effective
                                                                              Somewhat ineffective               Not at all effective
 Source: ITSMA and PAC, How Customers Choose Study, 2009
                                                                                                                                      17
Online communities and microsites are growing in value to
executives who participate in provider relationship programs


Of the programs Executive-level business events (e.g., seminars, meetings)                                     39
you participate in,                                            Private briefings                         33
which three do
                                        Customer advisory councils or boards                         30
you think provide
the greatest value Social or recreational activities (e.g., golf outings, dinners)                  27

to you?                                              Client reference programs                  25
% of                    Online communities/social networking that the solution                 23
                                                             provider facilitates
Respondents              Dedicated “microsite” or portal for your company with                 22
(N=355)            information about their project work and thought leadership
                                 Account-based or one-to-one marketing programs                22

                                                 Joint PR/advertising/co-branding          20

                                  One-on-one, executive-to-executive relationships         20

                                      Small, intimate, local peer networking events       18

                                                                             Other    1



Note: Up to three responses allowed.
Source: ITSMA and PAC, How Customers Choose Study, 2009
                                                                                                              18
Marketing Tactics Becoming More Important in 2010 – Social
Media and Web 2.0 on the Rise


  • Thought leadership                                      • Invitation-only online
    development                                               communities hosted or
  • References and testimonials                               sponsored by your company
  • Senior level relationship                               • Corporate Website
    management programs,                                    • Internal collaboration through
    customer advisory boards,                                 social media and/or Intranet
    councils
                                                            • Blogs
  • Online video
  • Public online social networks
    (e.g., LinkedIn, Facebook)
  • ROI tools/Price justification
       tools

Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010
                                                                                               19
Marketing needs to become more of a content creation engine

                                                               Sales


                                                           Integrated
                                                           Marketing
                                                           Campaigns
                                                          Relationship
            Marketing      Thought                       programs
Business    planning/                     Content         Digital/social
                          leadership
strategy     strategy/      platform
                                          Engine         media
           intelligence                                   Events
                                                          Influencer
                                                         relations
                                                          PR


                                                            Business
                                                            Partners

                          Measure, Analyze, and Report

                                                                           20
Top Challenges Marketers Face with Social Media and
   Web 2.0 Effectiveness

Rate the level of challenge your company faces in using Web 2.0 channels in the following
areas: Mean Rating (N~33)
                                 Getting the time commitment to participate                                      4.0
                 Keeping our bloggers interested and posting regularly                                           3.9
            Maintaining the pace/volume of content creation demands                                             3.8
                                            Effort required to manage channels                                 3.6
              Finding the right employees to engage with the channels                                          3.4
    Getting employees and customers to feel comfortable engaging                                           3.3
                                                                     Measuring results                     3.3
                                             Gaining/keeping customer interest                            3.1
Maintaining a consistent representation of the organization’s brand                                      2.9
                                               Communicating in the right voice                          2.7



Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging.
Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 2009
                                                                                                                 21
Introducing Pauline Ores




           Market Insights, Principal Consultant
                 Social Insights Practice
                            IBM



                                                   22
Consumers Are Becoming Citizens



 client                 ads        media
          agency


                                           receptive
                                           consumer



                        ads &
                        media

                   SM             UGC

                         search
                                            active
                                            citizen

                                                       23
What Makes Up Social Media

Applications and Sites
    Blogs, wikis,
    Facebook, etc.


Social Drivers
    How to build a
    network/community


Business Processes
    Integrating social
    contributions


Business Transformation
    Corporate culture


                             24
Current picture of IBM & Social media


• Blogs - 17,000 blogs                    3,000+

• Beehive – 60K members
                                          75,000+
• WikiCentral –1 million daily
  page views
                                          52,000+
• InnovationJam – 4 Jams,
  500,000 participants
                                          40,000+

• Media Library – 10 million
  downloads                               198,000+



                                                   25
Enterprise Community-Based Model


• Coordinating Activity
  – Enterprise approach is key if 2+2 is to = 5
  – Social is suited at managing social rather than falling back on
    command and control processes
  – Continually integrate digital marketing efforts


• Growing Participation
  – Community managers - a critical and unique skill if we’re to
    move past SMM checklists
  – Enterprise systems need to support ‘virtuous circle’ –
    acknowledging and driving participation




                                                                      26
Key Issues and Recommendations

• Demonstrate business value - Why should I fund this?
   – Go narrow and deep and ‘fail quickly’
       • Select specific areas/ecosystems, apply the resources truly
         required, iterate, measure results
• Metrics – How do I know it’s making a difference?
   – Take full advantage of social media research
           – IBM CORE enterprise program
           – Not only for ‘listening’ can support execution, metrics
           – Engage your MI teams
• Internal Adoption – How do I get them to participate?
   – Seek out community building talent
       • Building a community w/active participation who can drive and
         nurture internal participation



                                                                         27
Questions from the Audience

     Feel free to type in your questions for Larry, Dave and Pauline




                                                                       28
Additional Resources

    1. To get a copy of our white paper on “Social Media for
       B2B Technology Marketers”

            Email: webinar@w2groupinc.com

    2. To share the recording of this webinar

           www.racepointgroup.com/digital/resources.cfm
           www.digitalinfluencegroup.com

    3. Other questions, contact:
          Jackie Lustig at jlustig@w2groupinc.com




                                                               29

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Social Media for B2B Technology Marketers

  • 1. Social Media: An Integral Tool for B2B Technology Marketers January 29, 2010 - #SMB2B
  • 2. Today’s Speakers Moderator Panelists Dave Munn CEO ITSMA Larry Weber Pauline Ores Chairman Social Engagement Digital Influence Group and Strategist, IBM Racepoint Group Corp. Marketing, @thelarryweber Communications and Citizenship 2
  • 3. Agenda • Larry’s Perspective • Dave’s presentation • Pauline’s presentation • Q&A #SMB2B 3
  • 4. About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business 4
  • 5. Introducing Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber 5
  • 6. It’s time to close the social media gap between marketers and buyers – get beyond the pilot phase Buyer Marketer 55% use social media to get info Still relying heavily on traditional and communicate with marketing methods – social media far colleagues during buying process down the list (Source: ITSMA-PAC Survey, 2009) (Source: Forrester, April 2009) 6
  • 7. Beyond pilots: You need a strategic approach • Audience Identification Research • Listening • Prioritize goals Strategy • Roadmap with milestones, resources, risks, budget • Content, distribution and outreach strategy • Define social media programs & platforms Program Creation / Execution • Create a user experience across all channels • Integrate with traditional marketing programs • Pre-launch planning Activation • Launch activities to drive engagement • Post-launch activities to sustain momentum Measurement & Optimization • Measure outcomes, not just outputs • Optimize programs 7
  • 8. Awareness – Thought CIO/External Promotion LinkedIn Experience Leadership CIO.com Phase 1 Hub IBM Events Promotion Twitter Presence Facebook Experience 8 Proprietary and Confidential 8
  • 9. Cisco Router Launch: Lead Generation Fanista Create fun micro-site to Provide 3D game to demonstrate generate buzz & obtain launch product features & encourage event registrations sharing Build a Community & Drive Registration to Second Life Launch Event One component for gathering 7,000+ registrations 40,000+ users played Gain visibility on YouTube Organize TelePresence sessions for sales engagement Create Facebook group Quirky videos to build community showing Cisco’s fun side 1,000+ field reps 1,000+ members Measurement & Analysis 9
  • 10. CSC Wikonnect – Building Deeper Customer Relationships and Loyalty • Personalized venue where insurance community shares experiences and ideas for enhancing CSC software • 24x7 collaborative environment, access to latest product updates • 7,000+ users from 500 companies • Opens the door for clients to talk to each other and to CSC, share best practices • Gives CSC a true point of differentiation in the insurance industry 10
  • 11. Introducing Dave Munn CEO ITSMA 11
  • 12. The Growing Importance of Social Media and Web 2.0 in the Decision Making Process for Technology Solutions Prepared by: David Munn President & CEO ITSMA dmunn@itsma.com 12
  • 13. Three-quarters of buyers are using social media in the purchase process—that’s huge! Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=350) Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=264) None LinkedIn 58 (25%) (75%) Blogs 50 Facebook 47 Twitter 41 Plaxo 39 Note: Multiple responses allowed. Source: ITSMA and PAC, How Customers Choose Study, 2009 13
  • 14. Now, more than ever, marketers need to base their activities on customers’ buying processes and integrate social media more into the marketing mix ITSMA’s Relationship Model/Buying Process Relationship Stage 1. Stage 2. Stage 3. Stage 4. Stage 5. Stages EPIPHANY AWARENESS INTEREST CONFIDENCE LOYALTY Buying Need Search Alternative Selection and Post-Purchase Post- Processes Recognition Evaluation Purchase Evaluation Explore the Clarify objectives Finalize the short Select the provider Evaluate possibilities and solution list satisfaction Negotiate the specifications Identify a need Solicit proposals contract Measure value or opportunity Identify delivered alternatives Evaluate Ultimate sign-off sign- (short list) alternatives Source: ITSMA, 2009 14
  • 15. When companies identify a need, they proactively seek out alternative solutions and use web and social media tools more and more The solution provider I do the research and contacts me first (37%) find the appropriate solution providers (63%) Mean % of Time (N=355) Source: ITSMA and PAC, How Customers Choose Study, 2009 15
  • 16. Two of the top five sources of information are digital/web 2.0/social media channels Total Speak to colleagues for referrals 33 17 19 68 What are the first three steps Do an online search including, company websites, 11 14 14 39 whitepapers, podcasts, Webcasts, etc. you take to identify Speak to your existing solution providers and 9 13 11 32 hardware and software vendors alternative solutions? Get advice from consultants 9 8 12 28 % of Check the blogosphere, social networks, or online 8 10 11 27 Respondents chat boards (N=355) Speak to or check publications of industry 8 11 5 23 analysts such as Gartner, PAC, IDC Speak to or check publications of financial 6 8 6 19 analysts such as Merrill Lynch or Goldman Sachs Read business and trade publications 5 6 9 19 Pay closer attention to advertisements 6 5 5 15 Respond to emails and cold calls from consultants 14 or solution providers 4 5 6 Other 1 1 Note: Numbers may not add up due to rounding. Step One Step Two Step Three Source: ITSMA and PAC, How Customers Choose Study, 2009 16
  • 17. Buyers rank numerous digital/web 2.0/social media channels among the top ten in getting their attention Which types of marketing vehicles do you believe are most effective in getting your attention and encouraging you to learn more about solutions and providers? % of Respondents (N=355) Electronic newsletter from the solution provider 25 32 29 14 Webinar 24 29 32 15 Invitation to a dinner discussion or evening roundtable with peers 23 33 25 20 Invitation to an in person seminar or workshop 23 39 26 12 Case studies describing successful customer solution implementations 20 22 39 19 Speech or presentation at a conference or trade show 19 22 38 21 Solution provider’s blog or online community 17 30 35 18 Search engine hits when doing research or surfing the Web 16 41 27 17 Article in the business or industry trade press 15 33 30 21 Online advertisement 15 30 33 22 Direct mail brochure 13 32 31 24 Phone call or email from a sales representative from the solution provider 12 23 34 31 TV or print advertisement 11 30 40 20 Hospitality programs such as sporting event or golf outings 10 20 35 36 Very effective Somewhat effective Somewhat ineffective Not at all effective Source: ITSMA and PAC, How Customers Choose Study, 2009 17
  • 18. Online communities and microsites are growing in value to executives who participate in provider relationship programs Of the programs Executive-level business events (e.g., seminars, meetings) 39 you participate in, Private briefings 33 which three do Customer advisory councils or boards 30 you think provide the greatest value Social or recreational activities (e.g., golf outings, dinners) 27 to you? Client reference programs 25 % of Online communities/social networking that the solution 23 provider facilitates Respondents Dedicated “microsite” or portal for your company with 22 (N=355) information about their project work and thought leadership Account-based or one-to-one marketing programs 22 Joint PR/advertising/co-branding 20 One-on-one, executive-to-executive relationships 20 Small, intimate, local peer networking events 18 Other 1 Note: Up to three responses allowed. Source: ITSMA and PAC, How Customers Choose Study, 2009 18
  • 19. Marketing Tactics Becoming More Important in 2010 – Social Media and Web 2.0 on the Rise • Thought leadership • Invitation-only online development communities hosted or • References and testimonials sponsored by your company • Senior level relationship • Corporate Website management programs, • Internal collaboration through customer advisory boards, social media and/or Intranet councils • Blogs • Online video • Public online social networks (e.g., LinkedIn, Facebook) • ROI tools/Price justification tools Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010 19
  • 20. Marketing needs to become more of a content creation engine Sales Integrated Marketing Campaigns Relationship Marketing Thought programs Business planning/ Content Digital/social leadership strategy strategy/ platform Engine media intelligence Events Influencer relations PR Business Partners Measure, Analyze, and Report 20
  • 21. Top Challenges Marketers Face with Social Media and Web 2.0 Effectiveness Rate the level of challenge your company faces in using Web 2.0 channels in the following areas: Mean Rating (N~33) Getting the time commitment to participate 4.0 Keeping our bloggers interested and posting regularly 3.9 Maintaining the pace/volume of content creation demands 3.8 Effort required to manage channels 3.6 Finding the right employees to engage with the channels 3.4 Getting employees and customers to feel comfortable engaging 3.3 Measuring results 3.3 Gaining/keeping customer interest 3.1 Maintaining a consistent representation of the organization’s brand 2.9 Communicating in the right voice 2.7 Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging. Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 2009 21
  • 22. Introducing Pauline Ores Market Insights, Principal Consultant Social Insights Practice IBM 22
  • 23. Consumers Are Becoming Citizens client ads media agency receptive consumer ads & media SM UGC search active citizen 23
  • 24. What Makes Up Social Media Applications and Sites Blogs, wikis, Facebook, etc. Social Drivers How to build a network/community Business Processes Integrating social contributions Business Transformation Corporate culture 24
  • 25. Current picture of IBM & Social media • Blogs - 17,000 blogs 3,000+ • Beehive – 60K members 75,000+ • WikiCentral –1 million daily page views 52,000+ • InnovationJam – 4 Jams, 500,000 participants 40,000+ • Media Library – 10 million downloads 198,000+ 25
  • 26. Enterprise Community-Based Model • Coordinating Activity – Enterprise approach is key if 2+2 is to = 5 – Social is suited at managing social rather than falling back on command and control processes – Continually integrate digital marketing efforts • Growing Participation – Community managers - a critical and unique skill if we’re to move past SMM checklists – Enterprise systems need to support ‘virtuous circle’ – acknowledging and driving participation 26
  • 27. Key Issues and Recommendations • Demonstrate business value - Why should I fund this? – Go narrow and deep and ‘fail quickly’ • Select specific areas/ecosystems, apply the resources truly required, iterate, measure results • Metrics – How do I know it’s making a difference? – Take full advantage of social media research – IBM CORE enterprise program – Not only for ‘listening’ can support execution, metrics – Engage your MI teams • Internal Adoption – How do I get them to participate? – Seek out community building talent • Building a community w/active participation who can drive and nurture internal participation 27
  • 28. Questions from the Audience Feel free to type in your questions for Larry, Dave and Pauline 28
  • 29. Additional Resources 1. To get a copy of our white paper on “Social Media for B2B Technology Marketers” Email: webinar@w2groupinc.com 2. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfm www.digitalinfluencegroup.com 3. Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com 29