Spice world london for marketers 2012 final
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Jay Hallberg Co-founder & VP Marketing [email protected] The Social Network for IT Professionals Changing the Way IT Works
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Transcript of Spice world london for marketers 2012 final
Jay HallbergCo-founder & VP [email protected]
The Social Network for IT Professionals
Changing the Way IT Works
SMB IT: $1 Trillion Market
IT
Source: IDC, Forrester, U.S. Dept of Labor, ITAA
7M IT Pros18M Companies
1234 4567 7890 0987JOHN D SPICEWORKS
VISA $$$
10K Tech Vendors250K Marketers
MKTG$1 Trillion in
Technology Spend
Social Network for IT Professionals
“it’s like the Facebook of IT”
Discuss
Manage Connect
Research & Buy
Used by 30% of SMB IT Pros WW
* 2012 estimate
2006 2007 2008 2009 2010 2011 2012*
0.0
500000.0
1000000.0
1500000.0
2000000.0
2500000.0
3000000.0IT Pros in Spiceworks
+2,000 / day
in 200+ Countries
2,000,000 IT Professionals
1 - 19
20 - 99
100 - 249
250 - 499
500 - 999
1000+
0% 5% 10% 15% 20% 25% 30%
6%
14%
26%
24%
19%
11%
Companies of Every Size & Industry
IT Solutions 17%
Education 15%
Mfg 13%Services 10%Tech 8%
Non-Profit 7%
Heathcare 6%
Retail /Wholesale
5%
Gov 2%
Other 17%
Usage by Industry Usage by Company Size
Workflow + Community = Engagement
2007 2008 2009 2010 2011 -
500.0
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
Bill
ions
of
Min
ute
s
Time in Spiceworks
Monthly Engagement
Total Time Spent in App(in thousands)
Avg. Time per Unique(in hours : minutes)
06:33
, ,6 5 6 3 1 2 5 8 min.
, ,2 4 1 9 7 5 min.
04:29
Source: US Traffic Feb 2012 – comScore, Compete, Google Ad Planner, Statisa, Spiceworks
00:17
00:36
, ,5 6 0 4 7 9 min.
, ,4 0 4 1 5 6 min.1
hrs.
hrs.
min.
min.
Spiceworks for Tech Vendors
ReachTargeted Advertising
ConnectSocial Media
LearnMarket Insights
SellCommerce
IT
ITIT
ITIT
ITIT
IT IT
IT
IT
IT
IT
IT
IT
IT
IT
IT
IT
The “IT Graph”
What Other Tech Marketers Are Saying About Spiceworks
We’re All in IT Together
Our ITMarketingPanelists
Matt Barnett – Account ManagerJust International
Jennifer Norton – Sr. Marketing ManagerWindows Server WW, Microsoft
Kim Verbeek – Marketing ManagerNew Business EMEA, LogMeIn
State of SMB IT Report 1H 2012Semi-Annual Report on Small and Medium Business Technology Plans and Purchase
Intent
Summary Findings
Strong Hiring, Stronger Spending
Cloud and Virtualization Technologies Continue to Grow
BYOD (Bring Your Own Device) is a Fact of Life
Tablets are Finding Their Space
Background & Methodology
SMB IT Budgets Continue to GrowAverage Planned Budgets and Percent Adding Staff Over Time (000’s)
IT Staff Changes in Next 6 Months
Budget Allocation Remains Consistent
Allocation of Annual IT Budget Over Time
New Hardware Dominates Spend2012 Allocation of Annual IT Budget
Cloud Adoption Over Time
Cloud Adoption Outlook Remains Strong
Top IT Services
Services in the Cloud… or Not.
Virtualization Reaches MainstreamAdoption of Virtualization since 2010
SMBs Deepen Reliance on Virtualization
64% of SMBs Virtualize Today Average Number of Application Categories Virtualized Over Time
SMBs Deepen Reliance on VirtualizationApplication Categories Today and Planned for the Next 6
Months(by those Virtualizing Today)
BYOD in SMBs
BYOD Trend is Here to StayAttitudes toward Managing BYOD Devices
Current and PlannedDeployment of Tablets
SMBs Love Their TabletsBy Company Size
Get the report…
www.spiceworks.com/marketing/insights
Mastering Your Marketing in Spiceworks(A Tale of Two… Approaches)
1. Community Engagement
Marketers are Catching OnOld guard publishers are playing catch up
• Media cos. decide what content matters• IT pros “on an island”• Social is a ‘bolt-on’ offering• Old data, older methods• Poor registration/targeting
Traditional Media B2B Social Networks• IT pros and vendors share insights• Word-of-mouth amplifies reach• Influencing one = influencing many• Immediate feedback/impact• Highly targeted
IT IT ITIT ITIT V
IT IT ITIT ITIT ITIT V
IT ITVV
V
IT
IT
IT
V
Vendor = Passive advertiser Vendor = Interactive, trusted participant
IT
IT
IT
Who is the Spiceworks Community?
They Brand Themselves
Meet SpiceRex
Meet SpiceRex
SpiceMeter!
The SpiceHead
In the Community…
…In the Application
benhar
Fans/Followers Become True Brand Advocates
Social Engagement Ratio: Measure Involvement
Social Engagement Ratio
Community MentionsFollows= (x 100)
Brand AdvocatesBrand Passives
Vendor #1
Vendor #6
0
2
4
6
8
10 8.5
6
3.9
2.1 1.9 1.5
Social Engagement Ratio by Vendor
Social Engagement Ratio: Compare Your Brand
Community Participation: Do’s/Don’ts
Don’t:• Spam users and forums• Slam your competitors• Hard sell
Do:• Get the most out of your Vendor Page• Recognize the value of a little good will• Be factual and accurate• Embrace all feedback• Be an individual
• Have fun!!!
2. Effective Communications
Quick Quiz: Which Ad Performed Best?
A B C
Quick Quiz: Winner!
.05% CTRMessage not IT-relevant
Not SMB targetedNo differentiation
.39% CTRUpfront value statement
Clear call-to-actionStated product benefit
.07% CTRText is clutteredNo call-to-action
Pic not SMB relevant
Align with IT Pro Care-Abouts
How can you make my job
easier?
What can you do for me right
now?
How can you save me money?
”Looking at click through metrics isn't
going to show you how aware we are of
your brand… Looking at how much you
get talked about in the community is a
better metric there, or how many people
follow your vendor page.”
Clicked Visited website
Asked reseller
0%
25%
50%
75%
100%
7% 10% 5%
What did you do when you saw the [advertiser’s] ad?
CTRs: A Single Measure of Success
Key Takeaways
Click through rates will continue to be an important measure for your campaigns
But look at other metrics that may be more aligned with your campaign goals
– Sales/Return on Investment: Look at actual product data, not just click or conversion rates
– Brand Affinity: Measure and understand your followers
– Brand Advocacy: Track the level of brand advocacy
The Wisdom (and Creativity and Silliness) of Crowds
A Unitrends Case Study
Anyone see a problem with the Unitrends ad?
Phone-to-Face Ratio?
Head = 10”
Phone = 14”
Elvis Sleeves?
Anyone see a resemblance?
CENSORED
The Community gets involved…
The Winner!
The Community speaks…
“If it’s true that no publicity is bad publicity, this ad is the best ad in the history of Spiceworks – judging by the number of posts about it.”
“I do not work for Unitrends. I love
Unitrends. And they make a seriously awesome
product.”
The Community speaks…
The Community Speaks…even over a year later
“(Unitrends) consistent positive involvement …grace and humor with which they handled criticism of their ad got my attention. The quality of the product… kept my attention.”
Of course, it’s also about making the sale
“As the other Justin (Jaguar) and I will attest, this is a really good backup solution. So good, that we are about to order a 2nd unit.”
Guidance from Unitrends
Don’t be afraid to move fast, and use a “Ready, Fire, Aim” approach.
First iterations will often suck, but just work to make them suck less every day.
Guidance from Unitrends
When appropriate, give the community a peek behind the curtain of the official brand message.
Guidance from Unitrends
Moral of the Story: Turn lemons into lemonade by simply being Human!
Guidance from Unitrends
IT’s All About EngagementAn Eaton Case Study
• Get to know the community• Become a trusted advisor• Toss out the hard sell tactics• Jump at the chance to network face-to-face• Be unique, creative, wear your heart on your
sleeve and have FUN
Want a great experience?
• Booth @ SpiceWorld 2010
• Web banner advertising designed by Spiceworks
• Local TX sales team began meeting community members
• SpiceCorps meeting sponsorships
How Eaton got started with Spiceworks
SpiceWorld 2010 booth
Monitor the Discussions
November 201050 conversations
about Eaton
TODAYOver 19K mentions
9,900 topics125 reviews
Eaton has the best answer!
Get Involved: SpiceCorps User Groups
Grass roots engagement opportunities Local sales teams show return on investment
― Quote activity
― Sales
Choose Groups Wisely: Green IT Group
100% SOV Banners Microsite Product Advisors
Over 10K Members
700+ Posts
Nearly 1,500 Members
Over 1,000 Posts
New group! 100% SOV Banners Microsite Product Advisors
Choose Groups Wisely: UPS Group
Feature Your People: Ask the Expert
Group as a whole garnered 1,186 pageviews
“From a quality point of view, David’s answers were top notch and the response from the community to his answers was very good.”
- Nic Tolstoshev, Spiceworks Community Manager
Community Involvement: Eaton Ad Campaign
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Community members offer great advice and candid input.
Get Integrated: Dashboard UPS Manager
Get Integrated: Advisor Sponsorship
Spiceworks Connect: Eaton Ties-In Directly
The Eaton Hub in Spiceworks: Vendor Page
Eaton vendor page64k+ followers!
Measure: Sales Results
From Russell to the PowerAdvantage (Eaton) partner:
NET: 40-60 products purchased & more to follow…
“The response I have gotten with Eaton and you has been great and that makes me want to do business with you.”
On the HorizonWhat’s Next for Marketers at Spiceworks
Network with buyers inside the leading social network
for IT
Spiceworks: The Social Tech Marketing Platform2 Million IT Pros reached by hundreds of tech advertisers
Marketing tools to reach an audience of over 2M IT pros
Uncover IT buyer behaviors/preferences that shape purchase decisions
Link your sales force or reseller directly into our
marketplace
Reach
Learn
Connect
Sell
RFQ
Integrated Product Promotions
Lead Generation
MarketView
Voice of IT Published Reports
Custom Insights
Vendor Pages
Brand Expert Participation
SpiceButtons
Display Media
Targeted Email
Live Events
Convert to sales
Enable new channels
Drive social commerce
Increase insight
Monitor trends
Track sentiment
Engage/discuss
Build community
Direct interaction
Build awareness
Grow presence
Drive leads
What our products help your brand do
Products&
Capabilities
Goals
Reach Learn Connect Sell
How do we approach vendor products?
Create brilliant experiences for IT pros
Figure out how to monetize it
Deeply understand marketer needs and
wants
Identify the best opportunities to deliver
value
Craft solutions that drive the most success
for marketers
2006 – 2011How we’ve traditionally approached it…
2012 – FutureThe above plus…
OUR GOALDeliver the richest and most valuable connections
possible between IT Pros and Vendors
What have we done for you lately?
Introduced new commerce opportunities into the platform
Introduced more ways to target and deliver your message
• Partner Spotlight Emails• Integrated Contests• Business Case Generators
• Vendor Page Dashboard Improvements• New Vendor Page Director• SpiceButtons
• Spiceworks RFQ• SpiceDeals
Created new ways of engaging within our community
What are we focused on today?
Advertising
Social
Insights
Commerce
• Updating core ad serving technology (for improved targeting, delivery and reporting)
• Scaling and optimizing sponsorable email inventory
• “Best practice” studies (i.e. Awareness, Penetration, Preference)
• New report formats and sponsorship models
• Catalog integration• Quotation automation• RFQ advertising• Content and programs to help
identify/capture users earlier in the funnel
• Metrics, metrics, metrics• New tools and training for your team• Increase visibility/placement for
vendors and vendor pages within the Spiceworks experience
You make the products
Feedback is our Friend! What features/capabilities can we add or improve upon?
You’re a Product Expert What new product opportunities are you seeing?
We’re In This Together How can we be better marketing partners?
We’re committed to helping you solve your toughest marketing challenges
SMB IT Pros Sound Off
Solve Problems
Buy
Manage Track
Research PurchaseGet Advice
Managing Their Networks 9-to-5
Now, our panel…
Unplugged Panelists
Paul Bourne – IT Manager,Artesian Solutions
Kirk Kerr – Network/Systems Administrator, Arcus FM
Tino Todino – Technical Consultant/SI,Forza IT
Paul Bourne
Kirk Kerr
Tino Todino
