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Social media is a critical component in the B2B technology buying process. Buyers are increasingly turning to user-generated content and online recommendations to help make purchasing decisions. B2B technology marketers must leverage the power of social media to better meet the needs of potential buyers and build lasting business relationships. In this webinar, Larry Weber of W2 Group, Dave Munn of the IT Services Marketing Association (ITSMA) and Pauline Ores of IBM discussed how B2B technology companies can effectively integrate social media into their marketing plans.
Citation preview
Social Media: An Integral Tool for B2B
Technology Marketers
January 29, 2010 - #SMB2B
Today’s Speakers
Larry Weber
Chairman
Digital Influence Group and
Racepoint Group
@thelarryweber
2
Moderator Panelists
Dave Munn
CEO
ITSMA
Pauline Ores
Social Engagement
Strategist, IBM
Corp. Marketing,
Communications
and Citizenship
Agenda
• Larry’s Perspective
• Dave’s presentation
• Pauline’s presentation
• Q&A
#SMB2B
3
About Us
Full service digital agency that is social media at its core
A global public relations agency that helps clients harness the power of both
traditional and social media to build and protect reputation and drive
business
4
Introducing Larry Weber
Chairman
Digital Influence Group and
Racepoint Group
@thelarryweber
5
It’s time to close the social media gap between marketers and
buyers – get beyond the pilot phase
6
Buyer
55% use social media to get info
and communicate with
colleagues during buying process
(Source: ITSMA-PAC Survey, 2009)
Still relying heavily on traditional
marketing methods – social media far
down the list
(Source: Forrester, April 2009)
Marketer
Beyond pilots: You need a strategic approach
7
Research
Strategy
Program Creation / Execution
Activation
Measurement & Optimization
• Audience Identification• Listening
• Prioritize goals• Roadmap with milestones, resources, risks, budget• Content, distribution and outreach strategy
• Define social media programs & platforms• Create a user experience across all channels• Integrate with traditional marketing programs
• Pre-launch planning• Launch activities to drive engagement• Post-launch activities to sustain momentum
• Measure outcomes, not just outputs• Optimize programs
88
8
CIO.com Phase 1 Hub
CIO/External Promotion
IBM Events Promotion
LinkedIn ExperienceAwareness – Thought
Leadership
Proprietary and Confidential
Facebook Experience
Twitter Presence
9
Build a Community & Drive Registration to Second Life Launch
Event
Create fun micro-site to generate buzz & obtain launch
event registrations
Gain visibility on YouTube
Create Facebook group to build community
Provide 3D game to demonstrate product features & encourage
sharing
Measurement & Analysis
Fanista
Quirky videos showing Cisco’s fun side
Organize TelePresence sessions for sales engagement
One component for gathering 7,000+ registrations
Cisco Router Launch: Lead Generation
1,000+ members
40,000+ users played
1,000+ field reps
CSC Wikonnect – Building Deeper Customer Relationships
and Loyalty
• Personalized venue where insurance community shares experiences and ideas for enhancing CSC software
• 24x7 collaborative environment, access to latest product updates
• 7,000+ users from 500 companies
• Opens the door for clients to talk to each other and to CSC, share best practices
• Gives CSC a true point of differentiation in the insurance industry
10
Introducing Dave Munn
11
CEO
ITSMA
The Growing Importance of Social Media and Web 2.0 in the Decision Making Process for Technology Solutions
Prepared by:
David Munn
President & CEO
ITSMA
12
Three-quarters of buyers are using social media in the purchase process—that’s huge!
Source: ITSMA and PAC, How Customers Choose Study, 2009
Which of these Web-based tools do you use to gather information and
communicate with colleagues during the purchase process?
% of Respondents (N=350)
None None
(25%)(25%)
Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=264)
39
41
47
50
58
Plaxo
Blogs
Note: Multiple responses allowed.
(75%)(75%)
13
Stage 5.Stage 5.
LOYALTYLOYALTY
PostPost--Purchase Purchase
EvaluationEvaluation
��Evaluate Evaluate
satisfactionsatisfaction
��Measure value Measure value
delivered delivered
Stage 4.Stage 4.
CONFIDENCECONFIDENCE
Selection and Selection and
PurchasePurchase
��Select the providerSelect the provider
��Negotiate the Negotiate the
contractcontract
��Ultimate signUltimate sign--off off
Stage 3.Stage 3.
INTERESTINTEREST
Alternative Alternative
EvaluationEvaluation
��Finalize the short Finalize the short
listlist
��Solicit proposalsSolicit proposals
��Evaluate Evaluate
alternativesalternatives
Stage 2.Stage 2.
AWARENESSAWARENESS
SearchSearch
��Clarify objectives Clarify objectives
and solution and solution
specificationsspecifications
��Identify Identify
alternatives alternatives
(short list) (short list)
Stage 1.Stage 1.
EPIPHANYEPIPHANY
Need Need
RecognitionRecognition
��Explore the Explore the
possibilities possibilities
��Identify a needIdentify a need
or opportunityor opportunity
Buying
Processes
Relationship Stages
Now, more than ever, marketers need to base their activities
on customers’ buying processes and integrate social media more into the marketing mix
ITSMA’s Relationship Model/Buying Process
Source: ITSMA, 2009
14
When companies identify a need, they proactively seek out alternative solutions and use web and social media tools more
and more
I do the research and
find the appropriate
solution providers
(63%)
The solution provider
contacts me first (37%)
Source: ITSMA and PAC, How Customers Choose Study, 2009
Mean % of Time
(N=355)
15
Speak to colleagues for referrals 68
Do an online search including, company websites, whitepapers, podcasts, Webcasts, etc.
39
Speak to your existing solution providers and hardware and software vendors
32
Get advice from consultants 28
Check the blogosphere, social networks, or online chat boards
27
Speak to or check publications of industry analysts such as Gartner, PAC, IDC
23
Speak to or check publications of financial analysts such as Merrill Lynch or Goldman Sachs
19
Read business and trade publications 19
Pay closer attention to advertisements 15
Respond to emails and cold calls from consultants or solution providers
14
Other 1
Two of the top five sources of information are digital/web
2.0/social media channels
Note: Numbers may not add up due to rounding.
Source: ITSMA and PAC, How Customers Choose Study, 2009
What are the
first three steps
you take to
identify
alternative
solutions?
% of
Respondents
(N=355)
4
6
5
6
8
8
9
9
11
33
5
5
6
8
11
10
8
13
14
17
1
6
5
9
6
5
11
12
11
14
19
Step One Step Two Step Three
Total
16
Buyers rank numerous digital/web 2.0/social media
channels among the top ten in getting their attention
10
11
12
13
15
15
16
17
19
20
23
23
24
25
20
30
23
32
30
33
41
30
22
22
39
33
29
32
35
40
34
31
33
30
27
35
38
39
26
25
32
29
36
31
24
22
21
17
18
21
19
12
20
15
14
20
Very effective Somewhat effective
Somewhat ineffective Not at all effective
Source: ITSMA and PAC, How Customers Choose Study, 2009
Which types of marketing vehicles do you believe are most effective in getting your attention and encouraging you to learn more about solutions and providers?% of Respondents (N=355)
Electronic newsletter from the solution provider
Webinar
Invitation to a dinner discussion or evening roundtable with peers
Invitation to an in person seminar or workshop
Case studies describing successful customer solution implementations
Speech or presentation at a conference or trade show
Solution provider’s blog or online community
Search engine hits when doing research or surfing the Web
Article in the business or industry trade press
Online advertisement
Direct mail brochure
Phone call or email from a sales representative from the solution provider
TV or print advertisement
Hospitality programs such as sporting event or golf outings
17
Online communities and microsites are growing in value to executives who participate in provider relationship programs
Note: Up to three responses allowed.
Source: ITSMA and PAC, How Customers Choose Study, 2009
Of the programs
you participate in,
which three do
you think provide
the greatest value
to you?
% of
Respondents
(N=355)
1
18
20
20
22
22
23
25
27
30
33
39Executive-level business events (e.g., seminars, meetings)
Private briefings
Customer advisory councils or boards
Social or recreational activities (e.g., golf outings, dinners)
Client reference programs
Online communities/social networking that the solution provider facilitates
Dedicated “microsite” or portal for your company with information about their project work and thought leadership
Account-based or one-to-one marketing programs
Joint PR/advertising/co-branding
One-on-one, executive-to-executive relationships
Small, intimate, local peer networking events
Other
18
Marketing Tactics Becoming More Important in 2010 – Social
Media and Web 2.0 on the Rise
• Thought leadership development
• References and testimonials
• Senior level relationship management programs, customer advisory boards, councils
• Online video
• Public online social networks (e.g., LinkedIn, Facebook)
• ROI tools/Price justification
tools
• Invitation-only online communities hosted or sponsored by your company
• Corporate Website
• Internal collaboration through social media and/or Intranet
• Blogs
Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010
19
Marketing needs to become more of a content creation engine
Marketing
planning/
strategy/
intelligence
Thought
leadership
platform
Business
strategy
Integrated Integrated
Marketing Marketing
CampaignsCampaigns
��Relationship Relationship
programsprograms
��Digital/social Digital/social
mediamedia
��EventsEvents
��Influencer Influencer
relationsrelations
��PRPR
SalesSales
BusinessBusiness
PartnersPartners
Content Content
EngineEngine
Measure, Analyze, and ReportMeasure, Analyze, and Report
20
Top Challenges Marketers Face with Social Media and
Web 2.0 Effectiveness
Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging.
Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 2009
Rate the level of challenge your company faces in using Web 2.0 channels in the following
areas: Mean Rating (N~33)
2.7
2.9
3.1
3.3
3.3
3.4
3.6
3.8
3.9
4.0Getting the time commitment to participate
Keeping our bloggers interested and posting regularly
Maintaining the pace/volume of content creation demands
Effort required to manage channels
Finding the right employees to engage with the channels
Getting employees and customers to feel comfortable engaging
Measuring results
Gaining/keeping customer interest
Maintaining a consistent representation of the organization’s brand
Communicating in the right voice
21
Introducing Pauline Ores
22
Market Insights, Principal Consultant
Social Insights Practice
IBM
Consumers Are Becoming Citizens
adsagency
search
SM
receptive consumer
UGC
media
active
citizen
client
ads &
media
23
Applications and Sites
Blogs, wikis,
Facebook, etc.
Social Drivers
How to build a
network/community
Business Processes
Integrating social
contributions
Business Transformation
Corporate culture
What Makes Up Social Media
24
Current picture of IBM & Social media
• Blogs - 17,000 blogs
• Beehive – 60K members
• WikiCentral –1 million daily page views
• InnovationJam – 4 Jams, 500,000 participants
• Media Library – 10 million downloads
52,000+
198,000+
75,000+
40,000+
3,000+
25
Enterprise Community-Based Model
• Coordinating Activity– Enterprise approach is key if 2+2 is to = 5
– Social is suited at managing social rather than falling back on command and control processes
– Continually integrate digital marketing efforts
• Growing Participation– Community managers - a critical and unique skill if we’re to
move past SMM checklists
– Enterprise systems need to support ‘virtuous circle’ –acknowledging and driving participation
26
Key Issues and Recommendations
• Demonstrate business value - Why should I fund this?– Go narrow and deep and ‘fail quickly’
• Select specific areas/ecosystems, apply the resources truly required, iterate, measure results
• Metrics – How do I know it’s making a difference?– Take full advantage of social media research
– IBM CORE enterprise program
– Not only for ‘listening’ can support execution, metrics
– Engage your MI teams
• Internal Adoption – How do I get them to participate?– Seek out community building talent
• Building a community w/active participation who can drive and nurture internal participation
27
Questions from the Audience
Feel free to type in your questions for Larry, Dave and Pauline
28
Additional Resources
29
1. To get a copy of our white paper on “Social Media for B2B Technology Marketers”
Email: [email protected]
2. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfm
www.digitalinfluencegroup.com
3. Other questions, contact:Jackie Lustig at [email protected]