Tech Marketers Guide December Webcast Final Dec13 Kc

© 2011 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited

December 13, 2011. Call in at 12:55 p.m. Eastern time

Kim Celestre, Senior Analyst

Teleconference The Tech Marketer’s Guide To The Social Media Platform Universe

© 2011 Forrester Research, Inc. Reproduction Prohibited 2

The large and diverse ecosystem of social media platform technologies is undergoing rapid change, but you can still navigate through the chaos to reach your goals.


The universe is in motion


There are many vendors in the universe*...

*represents sample of all platform vendors


…and it is rapidly evolving


…but despite this, you can successfully navigate to your final destination


Seeking order out of chaos


There is money to spend…


…and vendor selection can be a perilous journey

Comparing platform capabilities is difficult

Assessing vendor viability is difficult

Most platforms are optimized for B2C

Vendors are extending their platforms


But you can still use The Force

Platforms that are simple to use and deploy

Platforms that can be integrated

Platforms that aggregate data

Platforms that will outlast what’s currently “hot”


Buzz words add to confusion…


…but you can still achieve order out of the chaos


Navigating the universe


Analyze who is talking about you


Catalyze your community members


Create super content


Manage what is being created about you


Follow other stargazers’ leads…


Ultimate Software catalyzes community interactions


IBM creates super content


Dell knows who is talking about their brand


What does the future universe look like?

Enterprise high-tech companies will join the universe.

There will be one or two prominent vendors in each category.

There will be role-based and vertical industry solutions.

Vendors will position themselves as B2B leaders.


Recommendations

B2B expertise and integration should be top

decision drivers, and you can save time and

money if you focus on your needs.

Evaluate technologies that are appropriate for objectives.

Prioritize vendors that have strong B2B use cases.

Put vendor expertise before buzzwords.

Consider how solutions will integrate with other platforms.

Define your success metrics.

Determine which social media platforms/tools to deploy.

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Kim Celestre

+1 650.581.3810

[email protected]

@KCelestre

Engage beyond this event

Community – http://forr.com/CommunityTM

Blog – http://forr.com/BlogTM

Twitter – http://forr.com/ForrTwitter

Tech Marketers Guide December Webcast Final Dec13 Kc

Documents

Transcript of Tech Marketers Guide December Webcast Final Dec13 Kc