Social IT: reach IT buyers with vertical networks 16.04.13
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The document provides information for IT vendors on how to effectively market to IT professionals through social networks. It discusses data showing that business technology buyers are increasingly active socially. It outlines the different stages of the IT purchase process and how buyers engage at each stage through communities, prioritizing quality discussions and relevant information. The document recommends that vendors focus their social engagement on providing technical expertise, resources, solutions amplification, and connections to help buyers at each stage rather than just advertising. Face-to-face events are also presented as an effective opportunity for direct engagement.
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Social IT: reach IT buyers with vertical networks 16.04.13
- 1. Social IT Purchasing Reaching IT Buyers Where They Work 16 April, 2013
- 2. Welcome! Stefano Pratesi IT Manager, Rothera Dowson Solicitors Reginald Herde Director, Vendor Marketing, Spiceworks
- 3. What you may have already heard… “Making social engagement a part of your IT marketing plan will make customers and money fall from the sky!”
- 4. That’s not on the agenda today But what we will talk about is: 1. Latest data and thinking from Forrester 2. A practical framework 3. An IT pros-eye-view 4. Examples of vendor success
- 5. Connect with IT Pros Inside Spiceworks Over 2.4 million IT pros reached by more than 1,700 tech vendors. Application IT IT IT IT IT IT IT IT IT IT IT Professionals IT Marketers IT IT IT IT IT Content IT IT IT Community
- 6. From Forrester • What about socially active tech buyers? • All networks are not created equal. • Focus on what is relevant. © 2012 Forrester Research, Inc. Reproduction Prohibited
- 7. YOUR SOCIALLY ACTIVE TECH BUYERS They love communities!
- 8. The Social Technographics® ladder Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
- 9. Business Technology Buyers Shift To More Active Behaviors 2009 B2B tech 2010 B2B tech 2011 B2B tech 2012 B2B tech For business purposes buyers (biz buyers (biz buyers (biz buyers (biz purposes)* purposes)† purposes)‡ purposes)§ 27% 33% 32% 41% — 21% 17% 27% 37% 45% 46% 50% 29% 41% 36% 41% 29% 46% 44% 45% 69% 79% 80% 75% 23% 12% 14% 19% Base: 793 to 1,217 BT decision-makers at firms with 100 or more employees in the US and Western Europe §Base: 6,308 BT decision-makers at firms with 100 or more employees in the US and EMEA *Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 †Source: North American And European B2B Social Technographics Online Survey, Q1 2010 ‡Source: Q1 2011 US And European B2B Social Technographics Online Survey For Business Technology Buyers, §Source: Forrester Tech Marketing Navigator, Q1 2011
- 10. Buyers frequently visit communities 71% visit vendor communities multiple 73% visit non-vendor times per month. communities multiple times per month. © 2012 Forrester Research, Inc. Reproduction Prohibited
- 11. Discovery Stage Buyers search for information “What are the top two things you do in an online community during the Research a problem/Discover new approaches stages of your business problem-solving process?” Search for information using the search 66% functionality of the community Consume content created by a vendor or official 30% representative of a vendor Consume content created by my peers or 26% colleagues Ask a question: Post my problem or business 22% challenge to the online community's discussion… Give a solution: Post content (blog, presentations, 9% video) about my business challenge Share or retweet content I found in the online 8% community to other social networks or communities Rate, vote on others' comments that pertain to my 6% business challenge Base: 184 B2B tech decision makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
- 12. Explore and Purchase Stages Buyers consume content and make decisions “What are the top two things you do in an online community during the Select a vendor/Purchase a solution stages of your business problem-solving process?” Consume content created by my peers or 30% colleagues Consume content created by a vendor or 28% official representative of a vendor Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 15% challenge to the online community's… Rate, vote on others' comments that 15% pertain to my business challenge Give a solution: Post content (blog, 9% presentations, video) about my business… Share or retweet content I found in the 8% online community to other social… Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
- 13. Engagement Stage Buyers comment, post and share “What are the top two things you do in an online community during the Implement a solution/Get support stages of your business problem-solving process?” Search for information using the search 27% functionality of the community Ask a question: Post my problem or business 24% challenge to the online community's discussion… Consume content created by a vendor or official 21% representative of a vendor Consume content created by my peers or 20% colleagues Give a solution: Post content (blog, presentations, 17% video) about my business challenge Rate, vote on others' comments that pertain to 13% my business challenge Share or retweet content I found in the online 11% community to other social networks or… I don't use online communities for this stage 24% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
- 14. Buyers seek relevant and quality conversations “Which of the following factors most influence your decision to join or participate in an online community independent of any single vendor activity for business purposes?” Quality of the discussion; the relevance of the comments 38% Relevancy of topics discussed by the community 34% Expertise of participants; their demonstrated thought-… 31% Volume of activity; frequency of posts and comments 23% Content that is shared within the community (e.g.,… 22% The technical features of the community 21% Breadth of participation; the diversity of views expressed 21% Ability to link with others in the community 20% Age or duration of the community 14% Size of the community 12% It's one of my job responsibilities 10% To build my personal brand 8% Base: 184 B2B tech decision-makers (US and Western Europe) Source: Q1 2013 US And Western Europe B2B Community Marketing Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited
- 15. ALL NETWORKS ARE NOT CREATED EQUAL You need to choose the right approach
- 16. The many flavors of social networks Public Social Network © 2012 Forrester Research, Inc. Reproduction Prohibited
- 17. The many flavors of social networks Professional Social Network © 2012 Forrester Research, Inc. Reproduction Prohibited
- 18. The many flavors of social networks Professional Vertical Network Source: Spiceworks © 2012 Forrester Research, Inc. Reproduction Prohibited
- 19. THE GOLDEN RULE OF SOCIAL NETWORKS Focus on what is relevant
- 20. Focus on what is relevant Understand why professionals participate in social networks Be present in professional social networks where you can drive positive business outcomes Choose relevant content, knowledge experts and tools that helps members reach their objectives Remember that professionals value high quality discussions, volume of activity and ability to connect with others © 2012 Forrester Research, Inc. Reproduction Prohibited
- 21. QUESTIONS?
- 22. Funnels are Fun.
- 23. Let’s get specific with IT. The purchase is not the end of the engagement. Researching Deciding Purchasing Managing Sharing Figuring out basic Evaluating and Licensing/procure Deploying, Paying it forward technology need, determining ment, financing monitoring and with advice, goals and timing vendor/product, and services managing solution insights, tips, seats and financial warnings commitment Example questions at each stage… “What are the “Which vendor “Which reseller “How can I “Could others use security risks?” offers the best should I use?” configure for my workaround support?” multiple offices?” script?”
- 24. Let’s get specific with IT. And Sharing isn’t just one stage. It impacts ALL stages. Researching Deciding Purchasing Managing Sharing Product Ratings Peer Expert IT & Reviews Discussions Content Groups
- 25. So… Social is influential and pervasive in every step of the IT decision making process. Can I just advertise there? Sure. If you don’t care about engagement and outcomes.
- 26. The vendor opportunity There is value to add in all stages. Researching Deciding Purchasing Managing Sharing Social contributions IT pros value from vendors: Tech expertise, Tech expertise and Planning tools and Product news, tips, Amplification of transparency and connections to dealer/reseller best practices and helpful solutions info not on website your “A team” information customer curiosity from IT pros BEING RESPONSIVE
- 27. Unleash Your Technical Expertise Build street cred with technical how-tos and very specific suggestions. 87,902 Followers
- 28. Offer Resources Share the content you’ve already created. 1,290 Followers Works well with… • KB Articles • Whitepapers • Corporate Blogs • Planning Tools • How-Tos and Videos 177,954 Followers
- 29. Amplify Others’ Solutions Help customers help each other and showcase your advocates. 65,416 Followers 82,305 Followers
- 30. Be a Connector Get them faster access to the people that can help. 1,446 Followers 159,744 Followers
- 31. What ties all these examples together? • Real engagement with Top 5 Marketing Tactics Preferred by Spiceworks actual people IT Pros • Helping one helps many 1. Helpful, authentic participation • Social interactions aren’t 2. Online advertising for sales, but they support sales specific product/promotion • Ads are great for promoting products, themes and 3. A well-managed Vendor Page messages – but social 4. Sponsored app engagement and content features win them over 5. Brand/product content
- 32. How can I start? Find out what IT pros are saying about you and your competitors. 1 http://www.spiceworks.com/marketing/dashboard/
- 33. How can I start? Establish your presence with a FREE Spiceworks Vendor Page. 2 http://www.spiceworks.com/advertise/pages/
- 34. How can I start? Get in touch with us. 3 http://www.spiceworks.com/marketing/ SOCIAL ENGAGEMENT SOLUTIONS ADVERTISING & SPONSORSHIPS MARKET INSIGHTS CONTENT MARKETING SOLUTIONS marketing@spiceworks.com
- 35. And one more thing… Connect 1:1 with IT leaders in person. Face-to-face with IT pros. SpiceWorld brings together 150 IT leaders from the Spiceworks European Community to: ― Discuss current IT challenges and trends ― Learn how to be a better IT pro ― Explore new products & services Who is going to be there? ― Leaders across Spiceworks Community ― Over £27M in annual buying power And the bonus? You’re invited to the Marketers Workshop @ SpiceWorld (a £249 value!). Hear directly from IT pros on what they buy and why. When and Where? 16-17 May, 2013 London, UK