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Social IT Purchasing

   Reaching IT Buyers
    Where They Work

    February 27, 2013
Welcome!
           Kim Celestre
           Senior Analyst, Forrester Research

                                                    @kcelestre


           Philip Moya
           IT Manager, San Antonio Kidney Disease Center

                                                    @philipmjr


           Adam Weinroth
           Executive Director, Product Marketing, Spiceworks

                                                   @aweinroth


                        #SWwebinar
What you may have already heard…

                                                ”	

               “IT purchasing is going social!
                                      “Social networks are
                                                           the ultimate
                            with   place to reach IT buy
 “ Y O U need to get social                                 ers!”
                         s!”	

      IT decision maker
                                                    “Making social
                                                engagement a part of
                                                your IT marketing plan
                                                 will make customers
                                                 and money fall from
                                                        the sky!”
We’re not here to tell you that.

 Today’s Agenda  Purpose:

 1.  Latest data and thinking from Forrester

 2.  A practical framework

 3.  An IT pros-eye-view

 4.  Examples of vendor success
Why listen?
     2.4 Million IT                                                          1,500 Tech
     Decision Makers                                                         Vendors



                                                    Application
                                IT
                      IT
           IT              IT
      IT          IT
            IT
IT
      IT              IT         IT Professionals                 IT Marketers
IT          IT
      IT         IT
                           IT                        Content
           IT
                      IT
                                IT


      Philip



                                                    Community
Making Leaders Successful
Every Day
The Network Effect: How Communities
Influence Your Buyers
Kim Celestre, Senior Analyst
February 27, 2013
Today’s Agenda



                       Your socially active tech buyers
                       All networks are not created equal
                       Focus on what is relevant




 © 2012 Forrester Research, Inc. Reproduction Prohibited
                                                           8
YOUR SOCIALLY ACTIVE TECH
BUYERS
They love communities!




                         9
The Social Technographics® ladder




     Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited
Business Technology Buyers Shift To More Active Behaviors

                                           2009 B2B tech      2010 B2B tech     2011 B2B tech     2012 B2B tech
   For business purposes                    buyers (biz        buyers (biz       buyers (biz       buyers (biz
                                            purposes)*         purposes)†        purposes)‡        purposes)§


                                                27%               33%               32%                41%


                                                 —                21%               17%                27%


                                                37%               45%               46%                50%


                                                29%               41%               36%                41%


                                                29%               46%               44%                45%


                                                69%               79%               80%                75%

                                                23%               12%               14%                19%

  Base: 793 to 1,217 BT decision-makers at firms with 100 or more employees in the US and Western Europe
          §Base: 6,308 BT decision-makers at firms with 100 or more employees in the US and EMEA


*Source: North American And European B2B Social Technographics® Online Survey, Q4 2008
†Source: North American And European B2B Social Technographics Online Survey, Q1 2010

‡Source: Q1 2011 US And European B2B Social Technographics Online Survey For Business Technology Buyers,

§Source: Forrester Tech Marketing Navigator, Q1 2011
Buyers frequently visit communities




© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers frequently visit communities


           71% visit vendor
        communities multiple
          times per month.




       Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers frequently visit communities


           71% visit vendor
        communities multiple                                               73% visit non-vendor
          times per month.                                                 communities multiple
                                                                             times per month.




       Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers search for information during the
       Discovery stage
                        “What are the top two things you do in an online community during the
                        Research a problem/Discover new approaches stages of your business
                                             problem-solving process?”

                          Search for information using the search
                                                                                                66%
                              functionality of the community
        Consume content created by a vendor or official
                                                                                  30%
                 representative of a vendor
                    Consume content created by my peers or
                                                                               26%
                                 colleagues
              Ask a question: Post my problem or business
                                                                            22%
             challenge to the online community's discussion
        Give a solution: Post content (blog, presentations,
                                                                     9%
              video) about my business challenge
       Share or retweet content I found in the online
                                                                     8%
     community to other social networks or communities
      Rate, vote on others' comments that pertain to my
                                                                    6%
                     business challenge


                                 Base: 184 B2B tech decision makers (US and Western
                                 Europe)
              Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers consume content during the
       Explore and Purchase stages
                                 “What are the top two things you do in an online community
                                during the Select a vendor/Purchase a solution stages of your
                                             business problem-solving process?”

                   Consume content created by my peers or
                                                                                                 30%
                                colleagues
                   Consume content created by a vendor or
                                                                                                28%
                      official representative of a vendor
                         Search for information using the search
                                                                                              27%
                             functionality of the community
                 Ask a question: Post my problem or business
                                                                                     15%
                    challenge to the online community's
                             Rate, vote on others' comments that
                                                                                     15%
                              pertain to my business challenge
                         Give a solution: Post content (blog,
                                                                               9%
                       presentations, video) about my business
                     Share or retweet content I found in the
                                                                             8%
                    online community to other social networks

                                 Base: 184 B2B tech decision-makers (US and Western Europe)
               Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers comment, post and share during
       the Engagement stage
                        “What are the top two things you do in an online community during
                          the Implement a solution/Get support stages of your business
                                            problem-solving process?”

                      Search for information using the search
                                                                                                                 27%
                          functionality of the community
          Ask a question: Post my problem or business
                                                                                                           24%
         challenge to the online community's discussion
     Consume content created by a vendor or official
                                                                                                     21%
              representative of a vendor
                 Consume content created by my peers or
                                                                                                    20%
                              colleagues
                       Give a solution: Post content (blog,
                                                                                              17%
                     presentations, video) about my business
         Rate, vote on others' comments that pertain to
                                                                                      13%
                     my business challenge
           Share or retween content I found in the online
                                                                                   11%
              community to other social networks or

               I don't use online communities for this stage                                               24%


                                 Base: 184 B2B tech decision-makers (US and Western Europe)

  Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers seek relevant and quality
       conversations
                        “Which of the following factors most influence your decision to join or
                        participate in an online community independent of any single vendor
                                            activity for business purposes?”
       Quality of the discussion; the relevance of the comments                                                38%
                   Relevancy of topics discussed by the community                                        34%
            Expertise of participants; their demonstrated thought-
                                  leadership
                                                                                                       31%
            Volume of activity; frequency of posts and comments                                  23%
                 Content that is shared within the community (e.g.,
                         whitepapers, infographics, etc.)
                                                                                                22%
                               The technical features of the community                         21%
        Breadth of participation; the diversity of views expressed                             21%
                             Ability to link with others in the community                      20%
                                        Age or duration of the community                 14%
                                                          Size of the community        12%
                                            It's one of my job responsibilities    10%
                                                  To build my personal brand      8%

                                 Base: 184 B2B tech decision-makers (US and Western Europe)

  Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited
ALL NETWORKS ARE NOT CREATED
EQUAL
You need to choose the right approach




                                        19
Community Scrabble




        Source: Wordle

 © 2012 Forrester Research, Inc. Reproduction Prohibited
                                                           20
Forrester’s Community Strategy Matrix


                               High

                                                           Sponsor            Owner
                   Influence




                                                           Member            Promoter


                           Low
                                                                                         High
                                              Low
                                                                     Brand
        Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report

 © 2012 Forrester Research, Inc. Reproduction Prohibited
Forrester’s Community Strategy Matrix

                                                               “Off Domain”

                               High

                                                           Sponsor             Owner
                   Influence




                                                           Member             Promoter


                           Low
                                                                                         High
                                              Low
                                                                     Brand
        Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report

 © 2012 Forrester Research, Inc. Reproduction Prohibited
The many flavors of social networks




                                                          Public Social Network




© 2012 Forrester Research, Inc. Reproduction Prohibited
The many flavors of social networks




                                                          Professional Social
                                                               Network




© 2012 Forrester Research, Inc. Reproduction Prohibited
The many flavors of social networks




                                                          Professional Vertical
                                                                Network




       Source: Spiceworks

© 2012 Forrester Research, Inc. Reproduction Prohibited
THE GOLDEN RULE OF SOCIAL
NETWORKS
Focus on what is relevant




                            26
Focus on what is relevant

       §  Understand why professionals participate in social
           networks
       §  Be present in professional social networks where you
           can drive positive business outcomes
       §  Choose relevant content, knowledge experts and tools
           that helps members reach their objectives
       §  Remember that professionals value high quality
           discussions, volume of activity and ability to connect
           with others




© 2012 Forrester Research, Inc. Reproduction Prohibited
QUESTIONS?




             28
Thank you
Kim Celestre              Engage beyond this event:
+1 650.581.3810           Community:
kcelestre@forrester.com   http://forr.com/CommunityTM
Twitter: @kcelestre       Blog:
                          http://forr.com/BlogTM
Funnels are Fun.
Let’s get specific with IT.
                      That’s right. Purchasing is in the middle.


 Researching              Deciding           Purchasing         Managing               Sharing

 Figuring out basic      Evaluating and         Licensing/       Deploying,         Paying it forward
 technology need,         determining        procurement,       monitoring and        with advice,
  goals and timing      vendor/product,      financing and     managing solution      insights, tips,
                       seats and financial       services                               warnings
                          commitment


 Example questions at each stage…
  “What are the          “Which vendor       “Which reseller     “How can I         “Could others use
  security risks?”       offers the best     should I use?”     configure for        my workaround
                           support?”                           multiple offices?”       script?”
Let’s get specific with IT.
    And Sharing isn’t just one stage. It impacts ALL stages.


 Researching    Deciding     Purchasing     Managing         Sharing




          Product Ratings      Peer        Expert     IT
              Reviews      Discussions   Content   Groups
So… Social is influential and pervasive in
every step of the IT decision making process.
         Can I just advertise there?




          Yes! (if you don’t care
          about engagement and
          outcomes)
The vendor opportunity



 Researching             Deciding           Purchasing            Managing              Sharing


Social contributions IT pros value from vendors:




   Tech expertise,    Tech expertise and   Planning tools and   Product news, tips,   Amplification of
 transparency and       connections to       dealer/reseller    best practices and    helpful solutions
info not on website     your “A team”         information       customer curiosity      from IT pros



                                           BEING RESPONSIVE
Unleash Your Technical Expertise
Build street cred with technical how-tos and very specific suggestions.




                                                                 87,902
                                                                 Followers
Offer Resources
Share the content you’ve already created.


                                             1,220
                                             Followers


                                                         Works well with…
                                                         •    KB Articles
                                                         •    Whitepapers
                                                         •    Corporate Blogs
                                                         •    Planning Tools
                                                         •    How-Tos and Videos




                                            163,732
                                             Followers
Amplify Others’ Solutions
Help customers help each other and showcase your advocates.




                                                              58,550
                                                              Followers




                                                              75,409
                                                              Followers
Be a Connector
Get them faster access to the people that can help.




          1,446
          Followers




                                                      146,826
                                                       Followers
What ties all these examples together?


 •  Real engagement with            Top 5 Marketing Tactics
                                    Preferred by Spiceworks
    actual people                   IT Pros

 •  Helping one helps many          1.  Helpful, authentic
                                        participation
 •  Social interactions aren’t
                                    2.  Online advertising for
    sales, but they support sales       specific product/
                                        promotion
 •  Ads are great for promoting
    products, themes and            3.  A well-managed
                                        Vendor Page
    messages – but social
                                    4.  Sponsored app
    engagement and content              features
    win them over                   5.  Brand/product
                                        content
How can I start?
       Find out what IT pros are saying about you and your competitors.
   1   http://www.spiceworks.com/marketing/dashboard/
How can I start?
       Establish your presence with a FREE Spiceworks Vendor Page.
   2   http://www.spiceworks.com/advertise/pages/
How can I start?
       Get in touch with us.
   3   http://www.spiceworks.com/marketing/

    SOCIAL ENGAGEMENT SOLUTIONS         ADVERTISING  SPONSORSHIPS




           MARKET INSIGHTS                  CONTENT SOLUTIONS




                       marketing@spiceworks.com
And one more thing…
Hear from even more IT decision makers like Philip!




IN PALO ALTO TODAY!
Wednesday, February 27
5:30pm to 7:30pm

Pampa’s
529 Alma Street
Palo Alto, CA 94301




                        RSVP!
         http://www.spiceworks.com/events/unplugged/
Thank You!


Questions?

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Social it-purchasing-spiceworks-webinar-slides

  • 1. Social IT Purchasing Reaching IT Buyers Where They Work February 27, 2013
  • 2. Welcome! Kim Celestre Senior Analyst, Forrester Research @kcelestre Philip Moya IT Manager, San Antonio Kidney Disease Center @philipmjr Adam Weinroth Executive Director, Product Marketing, Spiceworks @aweinroth #SWwebinar
  • 3. What you may have already heard… ” “IT purchasing is going social! “Social networks are the ultimate with place to reach IT buy “ Y O U need to get social ers!” s!” IT decision maker “Making social engagement a part of your IT marketing plan will make customers and money fall from the sky!”
  • 4. We’re not here to tell you that. Today’s Agenda Purpose: 1.  Latest data and thinking from Forrester 2.  A practical framework 3.  An IT pros-eye-view 4.  Examples of vendor success
  • 5. Why listen? 2.4 Million IT 1,500 Tech Decision Makers Vendors Application IT IT IT IT IT IT IT IT IT IT IT Professionals IT Marketers IT IT IT IT IT Content IT IT IT Philip Community
  • 7. The Network Effect: How Communities Influence Your Buyers Kim Celestre, Senior Analyst February 27, 2013
  • 8. Today’s Agenda   Your socially active tech buyers   All networks are not created equal   Focus on what is relevant © 2012 Forrester Research, Inc. Reproduction Prohibited 8
  • 9. YOUR SOCIALLY ACTIVE TECH BUYERS They love communities! 9
  • 10. The Social Technographics® ladder Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 11. Business Technology Buyers Shift To More Active Behaviors 2009 B2B tech 2010 B2B tech 2011 B2B tech 2012 B2B tech For business purposes buyers (biz buyers (biz buyers (biz buyers (biz purposes)* purposes)† purposes)‡ purposes)§ 27% 33% 32% 41% — 21% 17% 27% 37% 45% 46% 50% 29% 41% 36% 41% 29% 46% 44% 45% 69% 79% 80% 75% 23% 12% 14% 19% Base: 793 to 1,217 BT decision-makers at firms with 100 or more employees in the US and Western Europe §Base: 6,308 BT decision-makers at firms with 100 or more employees in the US and EMEA *Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 †Source: North American And European B2B Social Technographics Online Survey, Q1 2010 ‡Source: Q1 2011 US And European B2B Social Technographics Online Survey For Business Technology Buyers, §Source: Forrester Tech Marketing Navigator, Q1 2011
  • 12. Buyers frequently visit communities © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 13. Buyers frequently visit communities 71% visit vendor communities multiple times per month. Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 14. Buyers frequently visit communities 71% visit vendor communities multiple 73% visit non-vendor times per month. communities multiple times per month. Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 15. Buyers search for information during the Discovery stage “What are the top two things you do in an online community during the Research a problem/Discover new approaches stages of your business problem-solving process?” Search for information using the search 66% functionality of the community Consume content created by a vendor or official 30% representative of a vendor Consume content created by my peers or 26% colleagues Ask a question: Post my problem or business 22% challenge to the online community's discussion Give a solution: Post content (blog, presentations, 9% video) about my business challenge Share or retweet content I found in the online 8% community to other social networks or communities Rate, vote on others' comments that pertain to my 6% business challenge Base: 184 B2B tech decision makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 16. Buyers consume content during the Explore and Purchase stages “What are the top two things you do in an online community during the Select a vendor/Purchase a solution stages of your business problem-solving process?” Consume content created by my peers or 30% colleagues Consume content created by a vendor or 28% official representative of a vendor Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 15% challenge to the online community's Rate, vote on others' comments that 15% pertain to my business challenge Give a solution: Post content (blog, 9% presentations, video) about my business Share or retweet content I found in the 8% online community to other social networks Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 17. Buyers comment, post and share during the Engagement stage “What are the top two things you do in an online community during the Implement a solution/Get support stages of your business problem-solving process?” Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 24% challenge to the online community's discussion Consume content created by a vendor or official 21% representative of a vendor Consume content created by my peers or 20% colleagues Give a solution: Post content (blog, 17% presentations, video) about my business Rate, vote on others' comments that pertain to 13% my business challenge Share or retween content I found in the online 11% community to other social networks or I don't use online communities for this stage 24% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 18. Buyers seek relevant and quality conversations “Which of the following factors most influence your decision to join or participate in an online community independent of any single vendor activity for business purposes?” Quality of the discussion; the relevance of the comments 38% Relevancy of topics discussed by the community 34% Expertise of participants; their demonstrated thought- leadership 31% Volume of activity; frequency of posts and comments 23% Content that is shared within the community (e.g., whitepapers, infographics, etc.) 22% The technical features of the community 21% Breadth of participation; the diversity of views expressed 21% Ability to link with others in the community 20% Age or duration of the community 14% Size of the community 12% It's one of my job responsibilities 10% To build my personal brand 8% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 19. ALL NETWORKS ARE NOT CREATED EQUAL You need to choose the right approach 19
  • 20. Community Scrabble Source: Wordle © 2012 Forrester Research, Inc. Reproduction Prohibited 20
  • 21. Forrester’s Community Strategy Matrix High Sponsor Owner Influence Member Promoter Low High Low Brand Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 22. Forrester’s Community Strategy Matrix “Off Domain” High Sponsor Owner Influence Member Promoter Low High Low Brand Source: “CLICK: A Design Framework For B2B Online Communities”, a Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 23. The many flavors of social networks Public Social Network © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 24. The many flavors of social networks Professional Social Network © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 25. The many flavors of social networks Professional Vertical Network Source: Spiceworks © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 26. THE GOLDEN RULE OF SOCIAL NETWORKS Focus on what is relevant 26
  • 27. Focus on what is relevant §  Understand why professionals participate in social networks §  Be present in professional social networks where you can drive positive business outcomes §  Choose relevant content, knowledge experts and tools that helps members reach their objectives §  Remember that professionals value high quality discussions, volume of activity and ability to connect with others © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 29. Thank you Kim Celestre Engage beyond this event: +1 650.581.3810 Community: kcelestre@forrester.com http://forr.com/CommunityTM Twitter: @kcelestre Blog: http://forr.com/BlogTM
  • 31. Let’s get specific with IT. That’s right. Purchasing is in the middle. Researching Deciding Purchasing Managing Sharing Figuring out basic Evaluating and Licensing/ Deploying, Paying it forward technology need, determining procurement, monitoring and with advice, goals and timing vendor/product, financing and managing solution insights, tips, seats and financial services warnings commitment Example questions at each stage… “What are the “Which vendor “Which reseller “How can I “Could others use security risks?” offers the best should I use?” configure for my workaround support?” multiple offices?” script?”
  • 32. Let’s get specific with IT. And Sharing isn’t just one stage. It impacts ALL stages. Researching Deciding Purchasing Managing Sharing Product Ratings Peer Expert IT Reviews Discussions Content Groups
  • 33. So… Social is influential and pervasive in every step of the IT decision making process. Can I just advertise there? Yes! (if you don’t care about engagement and outcomes)
  • 34. The vendor opportunity Researching Deciding Purchasing Managing Sharing Social contributions IT pros value from vendors: Tech expertise, Tech expertise and Planning tools and Product news, tips, Amplification of transparency and connections to dealer/reseller best practices and helpful solutions info not on website your “A team” information customer curiosity from IT pros BEING RESPONSIVE
  • 35. Unleash Your Technical Expertise Build street cred with technical how-tos and very specific suggestions. 87,902 Followers
  • 36. Offer Resources Share the content you’ve already created. 1,220 Followers Works well with… •  KB Articles •  Whitepapers •  Corporate Blogs •  Planning Tools •  How-Tos and Videos 163,732 Followers
  • 37. Amplify Others’ Solutions Help customers help each other and showcase your advocates. 58,550 Followers 75,409 Followers
  • 38. Be a Connector Get them faster access to the people that can help. 1,446 Followers 146,826 Followers
  • 39. What ties all these examples together? •  Real engagement with Top 5 Marketing Tactics Preferred by Spiceworks actual people IT Pros •  Helping one helps many 1.  Helpful, authentic participation •  Social interactions aren’t 2.  Online advertising for sales, but they support sales specific product/ promotion •  Ads are great for promoting products, themes and 3.  A well-managed Vendor Page messages – but social 4.  Sponsored app engagement and content features win them over 5.  Brand/product content
  • 40. How can I start? Find out what IT pros are saying about you and your competitors. 1 http://www.spiceworks.com/marketing/dashboard/
  • 41. How can I start? Establish your presence with a FREE Spiceworks Vendor Page. 2 http://www.spiceworks.com/advertise/pages/
  • 42. How can I start? Get in touch with us. 3 http://www.spiceworks.com/marketing/ SOCIAL ENGAGEMENT SOLUTIONS ADVERTISING SPONSORSHIPS MARKET INSIGHTS CONTENT SOLUTIONS marketing@spiceworks.com
  • 43. And one more thing… Hear from even more IT decision makers like Philip! IN PALO ALTO TODAY! Wednesday, February 27 5:30pm to 7:30pm Pampa’s 529 Alma Street Palo Alto, CA 94301 RSVP! http://www.spiceworks.com/events/unplugged/