Web 2.0 Gets Strategic

ITSMA Online Member Survey Results | April 2009

Web 2.0 Gets Strategic
EXECUTIVE SUMMARY

Chris Koch
Director
Research and Thought Leadership
ITSMA

Julie Schwartz
Senior Vice President
ITSMA

Survey Results | Executive Summary | SV4574E

Table of Contents

Slide
Introduction 3
Key Findings 8
Survey Highlights 10
ITSMA’s Recommendations 18

Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 2


Introduction


Your business and marketing
strategy should drive your
Web 2.0 strategy


Start your Web 2.0 marketing strategy with… what
you always start with!
 Target audience
 Goal
– Increase lead generation/
nurturing
– Enhance the brand
– Increase press/analyst/
influencer coverage
– Improve customer
feedback/intimacy
– Reduce the cost of marketing
– Increase internal
collaboration/knowledge
sharing


But then you need to concentrate on these…

 Web 2.0 participation
strategy: active or passive;
internal or external
 Role of Web 2.0 in overall
marketing strategy


Determine your participation strategy
ITSMA’s Web 2.0 Participation Strategy Model

Conversation Community

3. Manage

2. Engage

1. Monitor

Passive Active



Key Findings


Key Findings

 Web 2.0 tools are widely used by B2B marketers but adoption is recent
 Marketers are spending more on Web 2.0—even in a down economy
 Product/service companies are doing more with Web 2.0—and seeing more
benefits—than pure services companies
 Marketers have integrated Web 2.0 with more traditional digital channels
such as the website, but not with customer tracking systems
 The ROI of Web 2.0 is coming through softer measures such as improved
reputation and customer relationships rather than increased sales
 The vast majority of marketers believe that Web 2.0 will become as
important as other marketing channels within the next five years

Source: ITSMA, Online Survey: Web 2.0, April 2009


Survey Highlights


Even in a devastated economy, marketers are
investing in Web 2.0
In 2009, how did your investment in Web 2.0 marketing change?
% of Respondents (N=33)

Decrease (9%)
How much did your Web 2.0 investment increase?
Remain the
same (18%)
> 10%
54.2
Increase
(73%) 5-10%

37.5
< 5%
8.3


Most Web 2.0 tools are recent additions to
marketers’ strategy
Which Web 2.0 channels do you use to market to prospects and customers?
% of Respondents (N~36)
Email newsletters/magazines 69 11 8 6 6
Webinars 64 17 3 6 11
Videos 50 25 11 8 6
Interactive microsites/extranets 46 11 20 20 3
Podcasts 33 25 22 6 14
Blogs 31 28 6 22 14
Social videos (e.g., YouTube) 24 38 6 12 21
Company-hosted role-based online communities 23 20 20 20 17
Externally-hosted online communities 22 14 14 14 36
Wikis 14 8 14 22 42
Social networking sites 3 51 17 14 14
(e.g., Facebook, Linked-In, Twitter)
In Place for More Than One Year
Implemented Within the Last Year
Under Way/Partially Implemented
In the Planning Stages
Do Not Do, No Plans at This Time
Other : Virtual Worlds, Sharepoint spaces for client user groups.

How are your peers developing their participation
strategies?
ITSMA’s Web 2.0 Participation Strategy Model

Conversation Community

3. Manage

2. Engage

1. Monitor

Passive Active


Most marketers are developing active strategies
for Web 2.0—but most are in the early stages
Monitor Engage Manage
12 17
21 Do Not Do, No Plans at This Time
9 36
20
18 In the Planning Stages
27
14
20
27 Under Way/Partially Implemented
14
33 20
14 Implemented Within the Last Year
27
18 23 22 In Place for More Than One Year
6
We monitor We have Company- Externally-
conversations identified internal hosted hosted online
about our subject matter role-based communities
company on the experts and online
Internet and in assigned them to communities
Web 2.0 channels engage with
such as blogs, customers,
online prospects, and
communities, and influencers in
social networking online
sites such as conversations
Facebook and about the
LinkedIn company Source: ITSMA, Online Survey: Web 2.0, April 2009

Integrating with your other marketing channels is
critical
Integrate
9
Do Not Do, No Plans at This Time
9
36

21
In the Planning Stages

27 33 Under Way/Partially Implemented

12 Implemented Within the Last Year

33
12
6 In Place for More Than One Year

We have integrated Web 2.0 We have integrated information
channels with more traditional about prospects and customers
marketing channels, such as reached through Web 2.0
events and our website channels into our systems for
(e.g., linking, cross- tracking interactions with
referencing, etc.) prospects and customers
(e.g., CRM systems)
Source: ITSMA, Online Survey:
Web 2.0, April 2009

Web 2.0 is not winning new business, but it is
having an impact
What are the main benefits that you have seen from your Web 2.0 marketing
efforts so far? % of Respondents (N=33)
Increased Website traffic 67
Reduced cost of marketing 42
Improved company reputation/perception 42
Increased press/analyst coverage 39
Skills development* 36
Increased customer feedback on products/services 33
Competitive differentiation 30
More effective lead nurturing 24
Increased number of generated leads 21
Reduced customer service cost 21
Improved customer relationships 18
Improved quality of generated leads 15
Improved customer information 15
Increased number of new accounts 3
Expanded share of wallet in existing accounts 3
Increased customer testimonials/advocacy 3
We haven’t seen benefits 9

Notes: Up to five responses allowed.
* Experience and knowledge about how to use Web 2.0 channels

Nearly 80% believe that Web 2.0 will become as
important as other channels within five years
Please rate your agreement with the following statement: Within the next five
years, Web 2.0 will become as important or more important to our company’s
marketing goals as the more traditional marketing channels such as events,
Webinars, white papers, newsletters, and advertising.
Strongly disagree (1) 3

2 6

3 12
4 30 Mean = 4.2
Strongly agree (5) 49

Note: Mean rating based on a 5-point scale where 1=strongly disagree and 5=strongly agree.

ITSMA’s Recommendations

 Develop an active Web 2.0 engagement strategy that includes monitoring,
engaging, and managing conversation and community
 Integrate Web 2.0 channels with more traditional marketing channels, such
as events and the website
 Create a process for developing content to be disseminated through Web
2.0 channels
 Collaborate with legal to develop a company policy for employee usage of
Web 2.0 channels.
 Develop a process for identifying and sharing Web 2.0 best practices
across the organization
 Establish metrics for measuring the impact of
Web 2.0 channels (and continually scout for new
tools in this fast-growing but still nascent area)


Thank You!
Chris Koch
Director
ITSMA
ckoch@itsma.com
+1-781-862-8500, Ext. 115

Julie Schwartz
Senior Vice President
ITSMA
jschwartz@itsma.com
+1-781-862-8500, Ext. 112


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