Social media workshop: part two - Matthew Wallis, Senior Vice President Sales EMEA at Quark Systems

Making the most of Making the most of Social MediaSocial Media

Matthew WallisSnr. Vice President Sales

EMEA and Asia

Or.........Do you “TWEET”???Or.........Do you “TWEET”???Or.........Do you TWEET ???Or.........Do you TWEET ???

It’s a brave new world!!It’s a brave new world!!It s a brave new world!!It s a brave new world!!

Facebook........350 Million users55 Million updates/day55 M ll o updates day

3.5 Billion pieces of content“If Facebook was a nation it would be the 3rd“If Facebook was a nation it would be the 3rd

most populous after China and India “Source: Economist

Windows LiveM SMySpaceLinkedInTwitterTwitter

Social Networking surpasses E mailSocial Networking surpasses E mailSocial Networking surpasses E mailSocial Networking surpasses E mail

Australia

Average time spent on Social Media

Italy

Britain

South Korea

USA

Hours/day

Brazil

Spain Hours/day

France

Germany

0 1 2 3 4 5 6 7 8

Japan

Source: Economist

Who do you trust??Who do you trust??Who do you trust??Who do you trust??

% of respondents

Radio

Billboards

Newspapers

Magazines

Brand Sponsorship

Television

Trust Somewhat

Trust Completely

Consumer Forums

Editorial Content

p p p y

Brand Websites

Consumer Forums

Source: Economist0 10 20 30 40 50 60 70 80 90 100

Friends Reccomendations

How do customers buy IT today ?How do customers buy IT today ?How do customers buy IT today ?How do customers buy IT today ?

They read blogsThey check forums or online groupsThey check forums or online groupsThey ask friends in social networksWhen they are ‘ready to buy’ their product decision is pretty

h i much set in stone.

They mostly ignore advertisingHate cold callsHave email spam filters and can opt out of lists

Vendors/Resellers are no longer the local go to point for information – prospect customers use the internet to research and social networks to validateresearch and social networks to validate.

How do most vendors sell today?How do most vendors sell today?How do most vendors sell today?How do most vendors sell today?

Buy contact listsDo mail shotsAdvertise using Google ads and billboardsFollow up with cold calls Follow up with cold calls Engage call centresQualify leadsQ yCall and try to get an appointmentStart the sales process

Perhaps it’s time to change!!!!!p g

Some background ......Some background ......Some background ......Some background ......

Setting Standards i D kt P bli hiSetting Standards i D kt P bli hiin Desktop Publishingin Desktop Publishing

3 million+ QuarkXPress users worldwide5 billion+ pages produced using QuarkXPress

Three Legs to our game !!Three Legs to our game !!Three Legs to our game !!Three Legs to our game !!

DesktopDesktop EnterpriseEnterprise

PromotePromote

DesktopDesktop EnterpriseEnterprise

GED11

GED11 Should Promote be SMB for consistency seeing as Quark Promote is a product but desktop and enterprise are not?

I'm also not particlarly keen on the 3 leg stool imagery. I think it's fine to say it but there are better ways to represent the business as currentlyit doesn't make us look very grown up. I can help if needed although I'm sure we must have existing slides.Gavin Drake, 01/04/2010

Social Media effects ALL Channels....Social Media effects ALL Channels....Social Media effects ALL Channels....Social Media effects ALL Channels....

Quark has multiple channels to market

The Channel Partners are very key for QuarkQuark........

A d j l i h S i l And we are just learning how to use Social Media!!

Let’s take a look at an example.....p

GED12

GED12 Presumeably this slide needs some updating as this will not be a channel specific event.Gavin Drake, 01/04/2010

Social Networking siteSocial Networking siteSocial Networking siteSocial Networking site

Objectives of SiteObjectives of SiteObjectives of SiteObjectives of Site

Initial when we launched in 2008• Drive upgrades of our software to late adopters by

referencing a wide range of users of the current version from world famous designers, to global companies to ‘unknown designers’ i e find someone companies to unknown designers i.e. find someone like you

NowNow• Build an online community for designers• Establish Quark as brand associated with great design • Establish Quark as brand associated with great design

and a company that is passionate about design• Provide a platform for Quark to communicate with Provide a platform for Quark to communicate with

designers

Other componentsOther componentsOther componentsOther components

• Facebook application – “What Font are you?”• Live events for designersve eve ts o des g e s• Blogs• Twitter• Twitter

Statistical ResultsStatistical ResultsStatistical ResultsStatistical Results

Registered Users: 19,957Gallery Uploads: 4,845Unique Visitors: 415 681

Also track user engagement through:• New CommentsUnique Visitors: 415,681

Top 10 Visits by country

New Comments• New Ratings• New Uploads

27%4%4%

3% 2% 2%

Top 10 Visits by countryUnited States

United Kingdom

G

• Send to a Friend

10%

5% Germany

France

Italy

Canada

24%

Canada

Spain

India

Mexico19%

Mexico

Australia

Market resultsMarket resultsMarket resultsMarket results

• Design community is more engaged with the Quark Brand

• Quark brand is better respected by the creative magazinesg

• Reaching a much younger demographic• Extended Quark’s online reach• Extended Quark’s online reach

Social Media and PRSocial Media and PR

Blogs8x8 London was mentioned on a number of prominent design blogs perhaps the first time blogs, perhaps the first time Quark has appeared on these design focused blogs. We also provided a limited number of free tickets as prizes for free tickets as prizes for bloggers to give away on their sites. See some examples at http://noisydecentgraphics.typepad.com/, pad.com/, http://www.airside.co.uk/blog/?p=259.


TwitterWe setup #8x8 as a live Twitter feed for the event (http://twitter.com/#search?q=%238x8). Tweets were appearing online about 8x8 in advance of the were appearing online about 8x8 in advance of the event but then at the event itself we encouraged attendees to leave their phones on silent and Tweet on the event. The host had access to the incoming Tweets and was then able to read out some of the Tweets and was then able to read out some of the best throughout the evening. The Tweeting continued after the event concluded. Just search for 8x8 on Twitter to see.


Media Partners

Design Week was the Media Partner for the event and as such let us promote the

t f f h t th i b ib event free of charge to their subscribers using eshots, online banner ads and media coverage. In addition we setup a 1:1 interview with Vaughan Oliver (arguably th t ll k k ) d the most well-known speaker) and Computer Arts magazine. This will appear in in their next issue. We also filmed the interview and will provide an edited

i il d igversion on ilovedesign.com

Press Coverage

A press release and subsequent media alert drove stories in Macworld, Digital Creative Arts, Design Taxi and many more media that helped drive interest and ticket sales in the event but also just great free exposure for the Quark brand.

Ilovedesign.com on the iPhoneIlovedesign.com on the iPhoneIlovedesign.com on the iPhoneIlovedesign.com on the iPhone

Free app for iPhone/iPod Touch/iPadFeatures include:

News feed See the latest activity News feed - See the latest activity on the siteGallery - Easily browse and interactwith design projects including your design portfoliog pMy account - Log into your ILoveDesign.com account to see and show off your projects and and show-off your projects and comment on and rate other people’s designs

New Flash Magic CampaignNew Flash Magic CampaignNew Flash Magic CampaignNew Flash Magic Campaign

New Flash Magic CampaignNew Flash Magic CampaignNew Flash Magic CampaignNew Flash Magic Campaign

• Focussed on driving awareness and adoption of Flash and Web design features in QuarkXPress 8

• Strong social media element• Strong social media element

• Magic Passwords that unlock downloads have been placed on various social media platforms

• Users can become Quark Magicians with benefits including a LinkedIn Recommendation and display of work on social media sitessites• Rebranded Twitter Feed• New and branded QuarkXPress Facebook Group• Rebranded youtube.com QuarkXPress 8 channel• Renamed Forums to School of Flash Magic• New LinkedIn Group for QuarkXPress Magicians• New LinkedIn Group for QuarkXPress Magicians

Some thoughts and conclusionsSome thoughts and conclusionsSome thoughts and conclusionsSome thoughts and conclusions

Th f i b k d hThe future is about market depthand involvement,and involvement,

NOT market width and awareness.

Different marketing vehicles by buyers at t f th b i

Different marketing vehicles by buyers at t f th b i stages of the buying processstages of the buying process

Awareness Discovery Validation

Industry News

Industry Analysis

Advertising

Viral Messages

Podcasts

Search

Webinars

Tradeshows

Blogsg

Vendor Sites

Social Media AdviceSocial Media AdviceSocial Media AdviceSocial Media Advice

• Make sure it’s someone’s job (not just a ‘if remember activity’)

• Have a plan and schedule

H it i f d idi i ti l i l di • Have criteria for deciding is a particular social media vehicle is adding value to your business.

• For certain social media you will need domain experts from your company participating e.g. LinkedIn groups

• Be innovative

Happy TWEETING and BLOGGINGHappy TWEETING and BLOGGINGHappy TWEETING and BLOGGINGHappy TWEETING and BLOGGING

Thank you yQUESTIONS??

Social media workshop: part two - Matthew Wallis, Senior Vice President Sales EMEA at Quark Systems

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Transcript of Social media workshop: part two - Matthew Wallis, Senior Vice President Sales EMEA at Quark Systems