spiceworld 2011 for marketers
DESCRIPTION
Marketer sessions at SpiceWorld 2011, featuring Unitrends and Eaton. Please note, the view-able file on SlideShare is distorted. The download (PDF) appears to be in final, edited form.TRANSCRIPT
IT circa 2005
“Which tools do I use?”“What information do I need
and where do I find it?”
“What do I have?” “Is it all working?”“How do I fix it?”
“Where can I find anexpert to help me?” “What products should I buy?”
Could we create the “iTunes of IT”?
IT Inventory is the Foundation
Q: How do we make money?
Hmm, if ads work for Google…
corporate branding and logos.
…for $2k.
… it could work for IT!
July 24, 2006
January 2007
October 2011
1.7 Million174 Million643 Million3.4 Billion
0
50
100
150
200
250
300
’07 ’08 ’09 ’10 ‘11’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11
Workers
58 Million
Devices
97 Million Budget
293 Billion
Vendor Pages Connect Everyone IT
IT Vendor
Spiceworks Connect for IT Sites
IT
Vendor
IT
IT
IT
Simplify Everything IT
What next?
Buy Printer Ink
Request for QuoteRequest a Quote
IT Wish List
The Shopping Cart for Everything IT
Wish Quote Buy
Dashboard for Everything Spiceworks
What can we do together / icons?
by category, lifecycle, audience
Solutions for each – grow subscribers, launch product, research, awarenes.
IT
WorkflowAutomates
NetworkDataPersonalizes
LocationFinds Help
Community DrivesRecommendations
Discounts
Connecting Everyone IT
IT Vendor
Connecting Everyone IT
I love y’alls product… I can’t tell you how much money it has saved me by
cutting down on hours of research with the vetted products
rec’ed by other Spiceworks pros and also just making me aware of
some great deals on products. Keep up the great work! – Chris
Jowaisas
IT Vendor
Connecting Everyone IT
IT Vendor
Angels in the Architecture(The Spiceworks Community)
Reginald HerdeDirector of Marketing
[email protected]@SpiceWired
Brand Advocates on Your Site?
Marketers are Catching the Social Wave
Old guard publishers are left on the beach
• Media cos. decide what content matters
• IT pros “on an island”• Social is a ‘bolt-on’ offering• Old data, older methods• Poor registration/targeting
Traditional Media B2B Social Networks• IT pros and vendors share insights• Word-of-mouth amplifies reach• Influencing one = influencing
many• Immediate feedback/impact• Highly targeted
IT
IT
IT
IT IT ITIT ITIT V
IT IT ITIT ITIT ITIT V
IT ITVV
V
IT
IT
IT
V
Vendor = Passive advertiser Vendor = Interactive, trusted participant
The SpiceHead, aka the ‘Angel’
In the Community…
…In the Application
benhar
Fans/Followers Are True Brand Advocates
What’s next? What should you do?
1. Well, make sure you’ve got your Vendor Page up, running and optimized
2. Get engaged in conversations with SpiceHeads3. Recognize that a little goodwill can go a long way
Angels in the Architecture(The Spiceworks Community)
Reginald HerdeDirector of Marketing
[email protected]@SpiceWired
Zombies, Unicorns and Green Guys How marketing can be funky, fun
and successful.
Misha RangelProduct Marketing Manager
IT IT ITIT ITIT V
IT IT ITIT ITIT ITIT V
IT ITV
IT IT ITIT IT ITIT
IT IT ITIT ITIT IT ITIT
IT IT IT
IT Marketer: Meet SpiceworksGroups
Questions
How To’s
Watercooler
You’re Not in Kansas Anymore…
Whoa! This is kinda scary!
Green Guys listen
Sign Up for a “Sales Call Paper"What do you think about
registering for whitepapers??
52 replies later…
Overall, this feedback thread is so amazing that after a quick conversation we decided
to change the way white papers are published on the NetWrix website. Thank
you everybody for your eye-opening opinions.
Green Guys lend a helping hand
Best UPS solutionI’m lookin’ for some UPS
solutions
Check out Eaton 3S and 5PX in Ratings and
Reviews…
Cool! Know where I can buy in Ottawa?
I’ve made a few calls and found a reseller in your
area. Here’s their contact info…
The do’s and don’ts of participating in the community
Don’t: Spam users and forums Slam your competitors Hard sell
Do: Be factual and accurate Embrace all feedback Be an individual Have fun!!!
Zombies, Unicorns and Green Guys How marketing can be funky, fun
and successful.
Misha RangelProduct Marketing Manager
The Wisdom (and Creativity and Silliness) of Crowds:
A Unitrends Case Study
Ashley ConnellMarketing Communications Specialist, Spiceworks
[email protected] Sipala
Marketing Director, [email protected]
Does anybody else see a problem with the Unitrends ad?
Phone-to-Face Ratio?
Head = 10”
Phone = 14”
Elvis Sleeves?
Anyone see a resemblance?
= CENSORED
Describe your ‘Oh $hit’ moment!
Image from thechive.com
Million Dollar Idea: A Crowd-Sourced Ad Contest
A few gems…
The Winner: Ryan.Johnson!
The Community Spoke…
“If it’s true that no publicity is bad publicity this ad is the best ad in the history of Spiceworks – judging by the number of posts about it.”
The Community Spoke
“I do not work for Unitrends. I love
Unitrends. And they make a seriously
awesome product.”
The Community Spoke…over a year later
“(Unitrends) consistent positive involvement …grace and humor with which they handled criticism of their ad got my attention. The quality of the product… kept my attention.”
Campaign coming full-circle!
“As the other Justin (Jaguar) and I will attest, this is a really good backup solution. So good, that we are about to order a 2nd unit.”
A Breakthrough Marketing Moment
Pearls of Wisdom from Jenn
Don’t be afraid to move fast, and use a “Read, Fire, Aim” approach.
Pearls of Wisdom from Jenn
First iterations will often suck, but just work to make them suck less every day.
Pearls of Wisdom from Jenn
When it’s appropriate, give the community a peek behind the curtain of the official brand message.
Moral of the Story: Turn lemons into lemonade by simply
being Human!
The Wisdom (and Creativity and Silliness) of Crowds:
A Unitrends Case Study
Ashley ConnellMarketing Communications Specialist, Spiceworks
[email protected] Sipala
Marketing Director, [email protected]
But first, let’s start with some that do…
Yes, you’re not selling consumer goods...
although…
Which Ad Performed Better?
.34%.01%
LogoLogo
Which Ad Performed Better?
1.08% .01%
Logo
Printer Brand
Which Ad Performed Better?
.21%.01%
LogoLogo
Which Ad Performed Better?
.46% .02%
Logo
Top tips, in order to not suck:
1. Identify with SpiceHeads2. Be problem/solution oriented3. Be free with dynamic
imagery
1. Showing product without context
2. Be IT relevant3. Appealing to a narrow
audience
What to embrace: What to avoid:
I can’t help but fall into the second category, what should I do then?
Want a great experience? Get to know the community
− Begin with an introduction – get your feet wet
Become a trusted advisor− Provide expert advice and connect
with members Toss out the hard sell tactics
− Nobody likes in-your-face-marketing Jump at the chance to network
face-to-face Be unique, creative, wear your
heart on your sleeve and have FUN
How it all began…
Booth @ SpiceWorld 2010 Web banner advertising
designed by Spiceworks Local TX sales team began
meeting community members
SpiceCorps meeting sponsorships
SpiceWorld 2010 booth
Green IT Group
100% SOV Banners
Microsite Product Advisors
Over 10K Members
700+ Posts
UPS Group
Nearly 1,500 Members
Over 1,000 Posts
New group! 100% SOV
Banners Microsite Product Advisors
Discussions about Eaton
November 201050 conversations
about Eaton
TODAYOver 19K mentions
9,900 topics125 reviews
Eaton has the best answer!
SpiceCorps User Groups
Grass roots engagement opportunities Local sales teams show return on investment
― Quote activity― Sales
Measurable Sales Results!
From Russell to the PowerAdvantage (Eaton) partner:
NET: 40-60 products purchased & more to follow…
“The response I have gotten with Eaton and you has been great and that makes me want to do
business with you.”
Set Yourself Up for Product Advocacy
Question:
Recommendation:Community
members recommend
Eaton
Featured Ask the Expert (May 2-8)
Group as a whole garnered 1,186 pageviews
“From a quality point of view, David’s answers were top notch and the response from the community to his answers was very good.”
- Nic Tolstoshev, Spiceworks Community Manager
Spiceworks Community
Eaton vendor page26k+ followers!
Provide Resources of Value
Tools they can use…think education!
Eaton Advertising Campaign for IT Pro’s
85
Community members offer great advice and candid input
Eaton Campaign Promotes Spiceworks
For more about Eaton’s campaign for IT pro’swww.switchon.eaton.com
Spiceworks Dashboard UPS Manager
Spiceworks In-Flow
Click-Thru-Rates are So… 2005How to Measure Success of Marketing
Campaigns in 2011…And Beyond
Azim NagreeDirector of [email protected]
Click Through Rates and Boy Bands
Industry debate on the value of click through rates continues in earnest
”Looking at click through
metrics isn't going to show you
how aware we are of your brand… [L]ooking at how much
you get talked about in the
community is a better metric
there, or how many people
follow your vendor page”
Clicked Visited website
Asked reseller
0%
25%
50%
75%
100%
7% 10% 5%
What did you do when you saw the [advertiser’s] ad?
Within Spiceworks, click through rates are just one measure of success
Gathering data from Spiceworks users
IT IT ITIT IT ITIT
IT IT ITIT ITIT IT ITIT
IT IT IT
Insight into:• # of Devices• Device Age• Market Share• Versions/Model• Trends
Change in Install
BaseAugust 2011
Change in $
ValueAugust 2011
Change in Install
BaseQTD
Change in $
ValueQTD
Total Install Base
Total $ Value‡
Product #1 4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-110
40
80Install Base of Product #1
Track the impact of all of your campaigns with Product Dashboards
Followers can be used to measure brand affinity
Follower Dashboard
What, what, what!?!
Followers can be used to measure brand affinity
Follower Dashboard Follower Demographics
Use a Social Engagement Ratio to measure involvement with your brand
Social Engagement Ratio
Community MentionsFollows= (x 100)
Brand Advocates Brand Passives
Use a Social Engagement Ratio to measure involvement with your brand
Vendor #1
Vendor #6
0123456789
108.5
6
3.9
2.1 1.9 1.5
Social Engagement Ratio by Vendor
Key TakeawaysClick through rates will continue to be an important measure for your campaigns
But look at other metrics that may be more aligned with your campaign goals
– Sales/Return on Investment: Look at actual product data, not just click or conversion rates
– Brand Affinity: Measure and understand your followers
– Brand Advocacy: Track the level of brand advocacy
Click-Thru-Rates are So… 2005How to Measure Success of Marketing
Campaigns in 2011…And Beyond
Azim NagreeDirector of [email protected]
SMB IT Pros Sound Off
Why are we here?
Sales Pitch?Product Demo?
This session is between me and happy hour?
…okay, maybe
What do you know about Spiceworks?
Cool name.
Lame name.
Isn’t that a BBQ place nearby?
They’re the ones trying to ‘Spice IT Up.’
Free network management software.
They’re paying for this gig.
Social business app for IT.
Something about zombies.
…bless you.
Solve Problems
Buy
Manage Track
Research PurchaseGet Advice
Managing Their Networks 9-to-5
Now, our panel…
Unplugged Panelists
Richard Gallo – Systems Administrator, Applied Visions
Zak Glover – Network Administrator,Lexicon, Inc.
Joseph Reyes – IT Manager,Vanguard Urologic Institute
Todd Zboyan – Systems Administrator,Karr Tuttle Campbell
Richard Gallo
Unplugged Panelists
Richard Gallo – Network/Systems Administrator, Applied Visions
Zak Glover – Network Administrator,Lexicon, Inc.
Joseph Reyes – IT Manager,Vanguard Urologic Institute
Todd Zboyan – Systems Administrator,Karr Tuttle Campbell
Zak Glover
Unplugged Panelists
Richard Gallo – Network/Systems Administrator, Applied Visions
Zak Glover – Network Administrator,Lexicon, Inc.
Joseph Reyes – IT Manager,Vanguard Urologic Institute
Todd Zboyan – Systems Administrator,Karr Tuttle Campbell
Joseph Reyes
Unplugged Panelists
Richard Gallo – Network/Systems Administrator, Applied Visions
Zak Glover – Network Administrator,Lexicon, Inc.
Joseph Reyes – IT Manager,Vanguard Urologic Institute
Todd Zboyan – Systems Administrator,Karr Tuttle Campbell
Todd Zboyan
That’s it. We’re done (mostly)…