You've heard the talk that professional social networks have become the go-to resource for connecting with IT buyers and decision makers. Go beyond the hype and learn how successful tech marketers are amping up their social strategies for real business impact.
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
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
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
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/