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Laura Ramos Vice President, Principal Analyst G. Oliver Young Senior Analyst Forrester Research Patrick Tripp Product Manager, Tech Industry Consulting Using Buyer Social Behavior To Boost B2B Social Media Success
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why we’re here today ,[object Object],[object Object],[object Object],[object Object]
Starting with social tactics spells disaster ,[object Object],[object Object],[object Object]
Today’s audience: Have not yet set strategy and only experiment with social media Base: 50 Webinar attendees, responding to a pre-Webinar survey What is your current approach to social media strategy?
Forrester’s 4-step approach to set social strategy People   Assess your customers’ social activities Objectives   Decide what you want to accomplish Strategy   Plan for how relationships with customers will change Technology   Decide which social technologies to use P O S T
The Social Technographics ™  ladder Groups include people participating in at least one of the activities monthly. Model audience propensity to use social media in business decision making/adoption activity Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS  feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
US consumers are participating in more online social activities each year
Today’s audience: Most don’t have substantive information about customer social behavior Base: 50 Webinar attendees, responding to a pre-Webinar survey What do you know about your prospective customers  and the way they participate socially online?
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Respondents from Forrester’s recent B2B survey
Respondents from Forrester’s recent B2B survey (cont.) All respondents had influence over the technology buying process.
The Social Technographics ™  of B2B buyers: by technology category Groups include people participating in at least one of the activities monthly.
The Social Technographics ™  of B2B buyers: by country Groups include people participating in at least one of the activities monthly. What about “on the job” social behavior?
B2B buyers participate less socially in a work context
Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. How B2B buyers participate socially while working:  by technology category
How B2B buyers participate socially while working:  by country Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.
How B2B buyers participate socially while working:  by vendor Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.
Peers and colleagues continue to have the most impact
However impact varies with the decision-making phase
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Today’s audience: economy makes online/ social approaches attractive How has the current economy changed your plans regarding social media? Base: 50 Webinar attendees, responding to a pre-Webinar survey
Achieving social media success depends on aligning business objectives with audience ,[object Object],[object Object],Professional services SPREADING ,[object Object],[object Object],Development, Product Marketing EMBRACING ,[object Object],[object Object],[object Object],Customer service, technical support SUPPORTING ,[object Object],[object Object],[object Object],Sales ENERGIZING ,[object Object],[object Object],[object Object],Marketing, education TALKING ,[object Object],[object Object],[object Object],Research LISTENING Success metrics Functional Alignment B2B Social Objectives
Social participation profile of potential HW buyers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cisco launched iPrize contest to woo innovators
What does this mean for business marketers? ,[object Object],[object Object],[object Object],[object Object]
Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tech Vendor Strategy and Marketing Lifecycle  Plan & Develop Market & Sell Measure  & Refine Strategize Forrester Best Practice  & Market Insights
Why marketers enlist Forrester’s help Assurance that social marketing strategy aligns with end-user behaviors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Confidence that social marketing strategy differentiates from competitors Proven methodologies Marketer’s goal  Forrester’s unique value  Most importantly,   the combination of all three from one firm
How Forrester helps marketers improve their social media strategies Strategy development  (POST methodology) Optimizing the B2B marketing mix Measuring results Social profiling of target  buyers and influencers Social media strategy components Social Media Strategy Primer (1-2 hours) Social Media Strategy Development/Enhancement (customized project) Social Media Strategy Workshop (one day) Delivery options Depth, customization and investment Engagement type *Components can be commissioned separately
How We’re Helping Clients ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Next steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Q & A
Thank you Laura Ramos Oliver Young +1 650.581.3830 + 1 650.581.3855 [email_address] [email_address] @lauraramos @oliveryoung b2bmarketingpost.com   blog.strategicheading.com   Patrick Tripp +1 617.613.6216 [email_address] @ptripp www.forrester.com

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The Social Technographics® Of Business Buyers

  • 1.  
  • 2. Laura Ramos Vice President, Principal Analyst G. Oliver Young Senior Analyst Forrester Research Patrick Tripp Product Manager, Tech Industry Consulting Using Buyer Social Behavior To Boost B2B Social Media Success
  • 3.
  • 4.
  • 5.
  • 6. Today’s audience: Have not yet set strategy and only experiment with social media Base: 50 Webinar attendees, responding to a pre-Webinar survey What is your current approach to social media strategy?
  • 7. Forrester’s 4-step approach to set social strategy People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
  • 8. The Social Technographics ™ ladder Groups include people participating in at least one of the activities monthly. Model audience propensity to use social media in business decision making/adoption activity Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  • 9. US consumers are participating in more online social activities each year
  • 10. Today’s audience: Most don’t have substantive information about customer social behavior Base: 50 Webinar attendees, responding to a pre-Webinar survey What do you know about your prospective customers and the way they participate socially online?
  • 11.
  • 12. Respondents from Forrester’s recent B2B survey
  • 13. Respondents from Forrester’s recent B2B survey (cont.) All respondents had influence over the technology buying process.
  • 14. The Social Technographics ™ of B2B buyers: by technology category Groups include people participating in at least one of the activities monthly.
  • 15. The Social Technographics ™ of B2B buyers: by country Groups include people participating in at least one of the activities monthly. What about “on the job” social behavior?
  • 16. B2B buyers participate less socially in a work context
  • 17. Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. How B2B buyers participate socially while working: by technology category
  • 18. How B2B buyers participate socially while working: by country Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.
  • 19. How B2B buyers participate socially while working: by vendor Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.
  • 20. Peers and colleagues continue to have the most impact
  • 21. However impact varies with the decision-making phase
  • 22.
  • 23. Today’s audience: economy makes online/ social approaches attractive How has the current economy changed your plans regarding social media? Base: 50 Webinar attendees, responding to a pre-Webinar survey
  • 24.
  • 25.
  • 26. Cisco launched iPrize contest to woo innovators
  • 27.
  • 28.
  • 29.
  • 30. Tech Vendor Strategy and Marketing Lifecycle Plan & Develop Market & Sell Measure & Refine Strategize Forrester Best Practice & Market Insights
  • 31.
  • 32. How Forrester helps marketers improve their social media strategies Strategy development (POST methodology) Optimizing the B2B marketing mix Measuring results Social profiling of target buyers and influencers Social media strategy components Social Media Strategy Primer (1-2 hours) Social Media Strategy Development/Enhancement (customized project) Social Media Strategy Workshop (one day) Delivery options Depth, customization and investment Engagement type *Components can be commissioned separately
  • 33.
  • 34.
  • 35.
  • 36. Q & A
  • 37. Thank you Laura Ramos Oliver Young +1 650.581.3830 + 1 650.581.3855 [email_address] [email_address] @lauraramos @oliveryoung b2bmarketingpost.com blog.strategicheading.com Patrick Tripp +1 617.613.6216 [email_address] @ptripp www.forrester.com