How Prepared Are We for Customer 2.0? By Juliann Grant, Telesian Technology Customer 2.0 is calling! We have become so enamored with and caught up in the technology of Web 2.0, our PDA's, gadgets, and widgets that keep us connected and alive 24 hours a day to those around the world, that we forget at the core of it all, it must still be all about the customer. We must not only use the timeliness and power of social media to broadcast our message to customers, but we need to use it to listen in order to learn what our customers are saying to each other and about us. The web have given customers immediate and almost limitless access to information on companies, products, and people, and realize it or not, we may not even be in the conversation! This is truly moving the "traditional" marketing and sales function towards irrelevance. We must realize that Customer 2.0 is embracing the "buying cycle" on their terms and no longer needs to wait on the "sales cycle". The typical buyer is savvy, knowledgeable, and smart. Customer 2.0 demands that their web experience be fun, interactive, and social. They value professionalism over glitz. They want substance, not flash. They look to their peers to see what they are buying and want to do the same because they trust their experience. They talk to each other and in real time. Your misstep today is not only tomorrow's news, it is today's news as well. How do we do this in the Automation and Engineering industry? We’re going to find out through with survey to uncover how well we are engaging with Customer 2.0. Do we speak their language? Are we connecting with them on their terms? In this presentation, we will show how social media and the power of the web can be used to embrace Customer 2.0 in a meaningful, beneficial dialog that will help drive sales. A combination of case studies, customer interviews, surveys, and real social media encounters will be used to illustrate the power of the "new media" in marketing to Customer 2.0.

1. How Prepared Are We ForCustomer 2.0? September 9, 2011 Juliann Grant Gary Wagner Telesian Technology Ophir-Spiricon

2. Today’s Approach Challenges of Customer 2.0 Explore social media’s affect in how our buyers research products/services Discuss survey & results Survey Insights Where are the opportunities? Conclusions Case in point: OphirSpiricon – Open discussion

3. Challenges in Buy Cycle Buyers’ Time is Extremely Valuable Working avg 46 hrs/week 24% of buyers’ time is spent on post-purchase IT product or solution-related activities Must optimize their time and your value Buy teams getting bigger On average, 4-5 people are involved in influencing short list and making the purchase decision Vendor Information is of High Importance to Tech Buyers 22% of Tech buyers value product demos and proof of concepts the most. Buyers Wish to Reduce Their Buying Cycle Length by 40%

5. 5 More Challenges Buyers’ purchasing budgets smaller too How do we most efficiently approach shrinking markets? Shift from print to electronic media marketing How do we leap into relevant, timely brand messages using new approaches without faltering? Evaluating the effectiveness of marketing programs How can we measure effectiveness? Are we giving buyers what they want?

6. 6 What are Buyers Doing Now? Are they using social media for research? What do they prefer? Buyer Survey in July 2011: 8 multiple choice questions Option to add comments Survey emails sent to over 300 end-users of Automation equipment, instrumentation, devices, hardware, and software >70 completed surveys Non-commercial, positively framed survey Results are consistent and useful

7. Survey Results

8. What social media network do you use the most (for any reason)?

9. If you use Facebook, do you use primarily for:

10. Insights LinkedIn still strongest social network for engineers How are you using it? Are you leveraging that opportunity? Facebook mostly used for personal – no surprise Twitter adoption still slow Requires more time to develop a network and techniques to participate More brands participating than ever before 31 percent of consumers follow between one and five brands on Twitter 47 percent follow a company on Twitter because it has interesting tweets. Other reasons: getting discounts, participating in contests and speaking with customer service (http://blog.lab42.com/wp-content/uploads/2011/08/twitterinfo-final.jpg) Google+ a network to watch Not clear how business/brands will be accepted

12. With Google leading the way

13. Personal contact still leading ahead of social media

14. Trade shows holding strong

16. Information Overload Big challenge Not so big a challenge

17. Best Source of Information Are we making it easy for our buyers to find OUR information? Big challenge Not so big a challenge

18. Trusted Sources Whoa… What’s happening here? Big challenge Not so big a challenge

19. Perceived Value Is it because they don’t know who to trust or where to find us? Big challenge Not so big a challenge

20. Social Sites Blocked at Work Or because they cannot access the info? Likely not Big challenge Not so big a challenge

21. Don’t Use Social Media for Research? Why? Because of the other challenges? Or die hard Googler’s? Big challenge Not so big a challenge

22. But Whose Fault Is It?

23. Insights It’s them, right? They don’t use social media for research…. Maybe because: We’re not making it easy to find us in social media circles – even the ones they do participate in - LinkedIn We’re not building trust through our content We are not helping build value or providing the best source of information to help them…

24. When you are looking for a specific product, how often do you sign up/opt-in?

26. Vendor does not allow any other choice

27. Never: SPAM SPAM SPAM!

28. If there is a possibility the information could be useful in other circumstances

30. Call sales rep

31. Find operating manuals on line

32. Online Manuals and Drawings

34. Why did you unsubscribe?

35. Key Insights Buyers are very fickle, they want what they want Need to a better job developing targeted content Find a way to let buyers self-select what they want Need to find ways to engage without overselling They still want contact with sales Changes in behavior are slow, and will depend on how you deliver valuable information

36. Survey Participants

37. Opportunities Listening! Tune into what is being discussed By showing buyers that you are paying attention will go a long way to building trust, perceived value and becoming a trusted source What areas can Listening affect in marketing and sales?

39. So, what’s the problem then?

42. Opportunities

43. How to Listen Google RSS Feeds and Alerts

44. How to Listen Twitter Searches

45. LinkedIn

46. Blogs It’s not just about writing any more Micro blog Photo Share RSS Key Social Media Components Video Share Widgets Podcasts Events Message Boards Chat

47. What to Content Create? What do we know that’s of real value to prospects and customers? What are our areas of distinctive expertise? How can we show/demonstrate/illustrate our best ideas? What lasting impression do we want to make on readers? What action do we want them to take? Can we speak the right language?

48. Map Current Content to Buy Cycle

49. Blogging Most promising social vehicle we have Bridge the gap between building trust and value for your buyers Serves as a foundation for other social media efforts Ideal for search engines – buyers will find you Blogging can convert into sales

50. Blogging: Frame the Debate Blatant self-promotion is a no-no, but you don’t need to be 100% neutral Define the subject matter such that it’s favorable to your strengths Arguments are not won by logic and evidence, they are won by the side that sets the context for the debate. Don’t name your product or your competitor. Refer to product/service categories/applications. As you compose your content, always lead the reader to conclusions…features and benefits that play to your strengths

51. Blogging Style Tips Keep It Short and Sweet. Write a good headline. Tell a story. People love lists “5 ways….” “10 Things” – it has clear takeaways. Let your personality shine through writing style. Write about your personal life experiences. Don’t publish your first draft. Cut it down, and then cut it down again. Ask yourself Who/Why Care Share links from outside of Intranet. Be funny or share funny things, cartoons, videos, lighten it up. Be provocative. If something riles you up, write about it and why it did. Include an image or other media if possible to make it more interesting. Break up long text paragraphs with headlines and bullets.

52. To cross the finish line… Help buyers adapt to the shift in how information is distributed Be where they are Begin to integrate social media more tightly with marketing and sales efforts Plan resources, budget Implement listening tools Be the “go-to” brand for your area of expertise Build content to serve all stages of the buy cycle Be willing to experiment Adapt your message and tone for various needs

53. Exercise Write a first paragraph for a blog post on a new product/project you are working on Then write a 140 character Twitter lead in

54. Case in Point:Ophir-Spiricon Gary Wagner, President

55. Questions to Explore What shifts have you noticed in buying patterns in last two years? How do you use social media in your overall business strategy? How do you measure success in social media? Has it affected marketing and sales strategies/tactics? If yes, how? What are the most successful marketing content tactics that you use? What content produces the best conversions digitally? What social media tactic has been the most effective?

57. Q&A Thank you for your time Contact: Contact: Juliann Grant Gary Wagner julianng@telesian.comgwagner@ophir-spiricon.com Twitter: www.twitter.com/juliannghttp://www.ophir-spiricon.com LinkedIn: http://www.linkedin.com/in/julianngrant