social media for b2b technology marketers

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Social Media: An Integral Tool for B2B Technology Marketers January 29, 2010 - #SMB2B

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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.

TRANSCRIPT

Page 1: Social Media for B2B Technology Marketers

Social Media: An Integral Tool for B2B

Technology Marketers

January 29, 2010 - #SMB2B

Page 2: Social Media for B2B Technology Marketers

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

Page 3: Social Media for B2B Technology Marketers

Agenda

• Larry’s Perspective

• Dave’s presentation

• Pauline’s presentation

• Q&A

#SMB2B

3

Page 4: Social Media for B2B Technology Marketers

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

Page 5: Social Media for B2B Technology Marketers

Introducing Larry Weber

Chairman

Digital Influence Group and

Racepoint Group

@thelarryweber

5

Page 6: Social Media for B2B Technology Marketers

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

Page 7: Social Media for B2B Technology Marketers

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

Page 8: Social Media for B2B Technology Marketers

88

8

CIO.com Phase 1 Hub

CIO/External Promotion

IBM Events Promotion

LinkedIn ExperienceAwareness – Thought

Leadership

Proprietary and Confidential

Facebook Experience

Twitter Presence

Page 9: Social Media for B2B Technology Marketers

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

Page 10: Social Media for B2B Technology Marketers

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

Page 11: Social Media for B2B Technology Marketers

Introducing Dave Munn

11

CEO

ITSMA

Page 12: Social Media for B2B Technology Marketers

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

[email protected]

12

Page 13: Social Media for B2B Technology Marketers

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

Twitter

Facebook

Blogs

LinkedIn

Note: Multiple responses allowed.

(75%)(75%)

13

Page 14: Social Media for B2B Technology Marketers

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

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Page 15: Social Media for B2B Technology Marketers

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)

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Page 16: Social Media for B2B Technology Marketers

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

Page 17: Social Media for B2B Technology Marketers

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

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Page 18: Social Media for B2B Technology Marketers

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

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Page 19: Social Media for B2B Technology Marketers

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

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Page 20: Social Media for B2B Technology Marketers

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

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Page 21: Social Media for B2B Technology Marketers

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

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Page 22: Social Media for B2B Technology Marketers

Introducing Pauline Ores

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Market Insights, Principal Consultant

Social Insights Practice

IBM

Page 23: Social Media for B2B Technology Marketers

Consumers Are Becoming Citizens

adsagency

search

SM

receptive consumer

UGC

media

active

citizen

client

ads &

media

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Page 24: Social Media for B2B Technology Marketers

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

Page 25: Social Media for B2B Technology Marketers

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

Page 26: Social Media for B2B Technology Marketers

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

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Page 27: Social Media for B2B Technology Marketers

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

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Page 28: Social Media for B2B Technology Marketers

Questions from the Audience

Feel free to type in your questions for Larry, Dave and Pauline

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Page 29: Social Media for B2B Technology Marketers

Additional Resources

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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]