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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
Research and Thought Leadership
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
ITSMA Online Member Survey Results | April 2009




Introduction




Survey Results | Executive Summary | SV4574E
Your business and marketing
                       strategy should drive your
                            Web 2.0 strategy




Survey Results | Executive Summary | SV4574E   Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 4
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

Survey Results | Executive Summary | SV4574E   Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 5
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




Survey Results | Executive Summary | SV4574E   Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 6
Determine your participation strategy
                            ITSMA’s Web 2.0 Participation Strategy Model

            Conversation                                    Community


                                                                         3. Manage

                                                2. Engage


                                   1. Monitor




              Passive                                                                           Active


Survey Results | Executive Summary | SV4574E    Web 2.0 Gets Strategic        © 2009 ITSMA. All Rights Reserved. 7
ITSMA Online Member Survey Results | April 2009




Key Findings




Survey Results | Executive Summary | SV4574E
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 Results | Executive Summary | SV4574E        Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 9
ITSMA Online Member Survey Results | April 2009




Survey Highlights




Survey Results | Executive Summary | SV4574E
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?
                                                            % of Respondents (N=24)
 Remain the
 same (18%)
                                                                                              > 10%
                                                                                   54.2
                                               Increase
                                                 (73%)                                        5-10%

                                                                                   37.5
                                                                                              < 5%
                                                                                   8.3




Source: ITSMA, Online Survey: Web 2.0, April 2009
Survey Results | Executive Summary | SV4574E              Web 2.0 Gets Strategic          © 2009 ITSMA. All Rights Reserved. 11
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.
Source: ITSMA, Online Survey: Web 2.0, April 2009
Survey Results | Executive Summary | SV4574E           Web 2.0 Gets Strategic                        © 2009 ITSMA. All Rights Reserved. 12
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


Survey Results | Executive Summary | SV4574E    Web 2.0 Gets Strategic       © 2009 ITSMA. All Rights Reserved. 13
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
Survey Results | Executive Summary | SV4574E          Web 2.0 Gets Strategic                       © 2009 ITSMA. All Rights Reserved. 14
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
Survey Results | Executive Summary | SV4574E         Web 2.0 Gets Strategic         © 2009 ITSMA. All Rights Reserved. 15
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
Source: ITSMA, Online Survey: Web 2.0, April 2009
Survey Results | Executive Summary | SV4574E      Web 2.0 Gets Strategic                    © 2009 ITSMA. All Rights Reserved. 16
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.
% of Respondents (N=33)
             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.
Source: ITSMA, Online Survey: Web 2.0, April 2009
Survey Results | Executive Summary | SV4574E           Web 2.0 Gets Strategic                © 2009 ITSMA. All Rights Reserved. 17
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)



Survey Results | Executive Summary | SV4574E   Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 18
Thank You!
                                 Chris Koch
                                 Director
                                 Research and Thought Leadership
                                 ITSMA
                                 ckoch@itsma.com
                                 +1-781-862-8500, Ext. 115

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




Survey Results | Executive Summary | SV4574E   Web 2.0 Gets Strategic   © 2009 ITSMA. All Rights Reserved. 19

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Web 2.0 Gets Strategic

  • 1. 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 Research and Thought Leadership ITSMA Survey Results | Executive Summary | SV4574E
  • 2. 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
  • 3. ITSMA Online Member Survey Results | April 2009 Introduction Survey Results | Executive Summary | SV4574E
  • 4. Your business and marketing strategy should drive your Web 2.0 strategy Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 4
  • 5. 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 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 5
  • 6. 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 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 6
  • 7. Determine your participation strategy ITSMA’s Web 2.0 Participation Strategy Model Conversation Community 3. Manage 2. Engage 1. Monitor Passive Active Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 7
  • 8. ITSMA Online Member Survey Results | April 2009 Key Findings Survey Results | Executive Summary | SV4574E
  • 9. 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 Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 9
  • 10. ITSMA Online Member Survey Results | April 2009 Survey Highlights Survey Results | Executive Summary | SV4574E
  • 11. 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? % of Respondents (N=24) Remain the same (18%) > 10% 54.2 Increase (73%) 5-10% 37.5 < 5% 8.3 Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 11
  • 12. 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. Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 12
  • 13. 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 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 13
  • 14. 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 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 14
  • 15. 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 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 15
  • 16. 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 Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 16
  • 17. 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. % of Respondents (N=33) 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. Source: ITSMA, Online Survey: Web 2.0, April 2009 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 17
  • 18. 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) Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 18
  • 19. Thank You! Chris Koch Director Research and Thought Leadership ITSMA ckoch@itsma.com +1-781-862-8500, Ext. 115 Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-781-862-8500, Ext. 112 Survey Results | Executive Summary | SV4574E Web 2.0 Gets Strategic © 2009 ITSMA. All Rights Reserved. 19