Owyang & Spiceworks Webinar Apr19 2011

Reginald HerdeDirector of Marketing, [email protected]@SpiceWired

Jeremiah OwyangPartner, Altimeter Group

[email protected]@jowyang

Ask the Experts: Using Social Marketing to Reach the IT Buyer($244B annual spend)

#SocialITMarketing

Agenda• Trust Factors• Social Spheres of Influence• Community Management• Spiceworks and the IT Decision Makers Inside

Ask the Experts: Using Social Marketing to Reach the IT Buyer


Jeremiah OwyangIndustry Analyst and Partner

Webinar for SpiceworksApril 19, 2011

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© 2011 Altimeter Group

Individuals trust each other most4


Experts and Technical Experts Within Company Trusted

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© 2011 Altimeter Group© 2011 Altimeter Group

Fish Where The Fish Are

Image by messersmith used with Attribution as directed by Creative Commons http://www.messersmith.name/wordpress/wp-content/uploads/2009/08/pickhandle_barracuda_PA290259.jpg


ProspectsCustomersEmployees

Brand

• Those aware of brand• Those not aware of

brand

• Advocates• All other customers

• Approved employees• Field employees

• PR and Corporate Comm

• Executives

Framework: Rings of Influence7



Brand


brand




• Executives

Traditionally, the brand is most represented, yet has limited influence

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The corporate press release does not influence customers

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Brand


brand


• Sanctioned employees• Field employees


• Executives

Employees have increased influence with customers10


Intel employees blog give customers an “inside look”

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“Blogs@intel offer an ‘inside look’ at Intel’s

operations and provides opportunities for you to exchange ideas directly

with our employees.”



Brand


brand




• Executives

Customer voices are typically most trusted12


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Cisco has created a Collaboration Community for customers to interact and support each other


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100 SAP Mentors mostly work for partners or customers of SAP – they are trusted experts


Top Contributors from Intel and a community leaderboard from Oracle award status and prestige

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Brand


brand




• Executives

Prospects are influenced by other rings17


Intel Advisors Reaches Life and Workstyle Discussions

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© 2011 Altimeter Group© 2011 Altimeter Group

Community Engagement

Image used with Attribution as directed by Creative Commonshttp://www.nutwork.com.au/wp-content/uploads/2008/11/community.jpg


1. First, listen to what customers are saying

a) Analyze where they are

b) What are the top conversations

c) Understand the trends and who the influencers are

Community Best Practices20


2. Engage in conversation

a) Start by joining conversations that are already happening by adding value:

a) Answering existing questions

b) Pointing to existing answered threads

b) Segment by priority and develop a way to triage product critical information

a) Establish a workflow so your community managers can quickly respond



Social media triage22

Can you add value?

Evaluate the

purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer

?

Comedian Want-to-

Be?

NegativePositive

Yes No

Do you want to

respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer know action taken

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor.

No

Yes

NoYes

Yes

Assess the message

This framework was built using the USAF Blog Triage. (Added this attribution post webinar)


3. Know when to let the crowd to take over

a) Scale is an issue, as the customers (hopefully) outnumber staff

b) Remember you don't have to respond to all questions

c) Reward the crowd through recognition and access to new information as they assist others

d) Use leaderboards to track influencers and dub them advocates



Estimated Costs (Sample)

Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.

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Costs Estimated Cost (First Year)

Full-time community manager salary and benefits $120,000Part-time community manager for evenings and weekends ($25 hours x 25 hours a week) $32,500

Total cost $152,500


Benefits Description Estimated Benefit

Increased revenuesNumber of active leads X average deal size Varies

Improve reputation of the organization Benchmarked in brand study Varies

Reduced support costs

Number of customer questions responded to X call center cost Varies

Reduced escalation costs

Number of customer questions requiring escalation responded to X call center cost Varies

Improved search engine placement, due to greater inbound links in social media Cost for SEM or Advertising Varies

Reduced and R&D costsReduced innovation and R&D costs, time to market Varies

Total benefit Varies

Estimated Benefits (Sample)25

Note: These are sample figures. Altimeter can work with clients to make more accurate estimations.


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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

THANK YOU

With assistance from Andrew Jones, Researcher

Reginald HerdeDirector of [email protected]@SpiceWired


Wait a second…

First, tell me what Spiceworks is.

IT, circa 2006

“Which tools do I use?” “What information do I needand where do I find it?”

“Where can I find anexpert to help me?”

“What products should I buy?”

“What do I have?” “Is it all working?”“How do I fix it?”

IT IT ITIT IT ITIT

IT IT ITIT ITIT IT ITIT

IT IT IT

A Problem Solved: Spiceworks

Manage People

Manage Networks

Free IT Apps

RFQs

Purchasing

Commerce

DiscussionsAdvice

Community

Online Media, Newsletters, Sponsorships & Vendor Pages

Vendors

Buying Power of the IT Community

Daily Growth: 2,000 new users 1,150 new companies 12,000 printers added 78,000 computers

added

1,400,000 IT ProfessionalsIn 196 Countries

Network Scale: 78M devices 45M employees 858k companies $244B in IT budget

IT Purchasing Trends in 2011

IT budgets Increasing by 8%

2/3 plan to purchase new, upgrade or renew hosted IT services.

Concern over cloud solutions being new/unproven dropped significantly

http://bit.ly/fxhC6N

ITIT ITITIT IT IT

IT IT IT IT

IT IT IT IT IT

IT IT IT ITIT IT IT IT

Users and Vendors Brought Together

Purchase Lists & RFQs

Vendor Plug-ins & Integrated Features

Vendor Pages + Dashboard

SpiceCorps & Spiceworks

University

Spiceworks Mobile

ITInnovations

for Users

Innovations for Vendors

Community Social Feeds

Vendor Pages: The ‘Hub’ of User Engagement

Followers Become a ‘Followership’Track/boost Follower growth Highlight posts

Peek at the competition Follower profiles say a lot

Microsoft Unitrends

Two Approaches: Two Success Stories

• Engaged in Community despite their size, brand awareness, etc.

• Built up Following and increase customer satisfaction based on constant engagement

• Allow participation from partner network too

• Increased awareness and Followers through participation and giveaways

• More Followers here than on Facebook

• What’s more, this a truly targeted audience to engage with

Then, what should I do?

You may already be inside Spiceworks, but if not…

Thank you for your time.

[email protected]@SpiceWired

Owyang & Spiceworks Webinar Apr19 2011

Technology

Transcript of Owyang & Spiceworks Webinar Apr19 2011