Sessions with SMB IT pros and technology marketers at Malmaison Hotel in Reading, UK on 1st of December, 2011

1. SMB IT Pros Sound Off

2. What do you think when
someone says “Spiceworks”?
Cool name. Something about Texas.
They’re the ones trying to ‘Spice IT Up.’
Isn’t that a curry place nearby?
They’re paying for this gig.
…bless you.
Social business app for IT.
Lame name.
Free network management software.

4. The Social Business Platform for IT
Changing the Way IT Works
Jay Hallberg
Co-Founder & VP Marketing
jay@spiceworks.com

5. IT circa 2005
“What information do I need
“Which tools do I use?” and where do I find it?”
“What do I have?”
“Is it all working?”
“How do I fix it?”
“Where can I find an “What products should I buy?”
expert to help me?”

6. Social Business Platform for IT
Discussions
Manage People Commerce
Apps
Marketplace
Purchasing
“CONNECT”
Manage Network
Vendor pages
Advice
“SHARE”
“FOLLOW”
Community

7. Strong Presence in Europe
440K IT Professionals 135K IT Professionals
314K Companies 91K Companies
 106M Minutes  52M Minutes
 29M Devices  9.6M Devices
 9M Pageviews  4.5M Pageviews

8. July 24, 2006

9. January 2007

10. 59 European Tech Brands in 2011
Germany
 Oracle
 Dell
 Microsoft
UK
 IBM
 Symantec
 Sophos
 IBM
 FileMaker
 Google
 Avaya
 Vmware
 Intel
 LogMeIn
 Citrix
 HP
 RIM
 Intel
 PFU Imaging
 Cisco
 Juniper
 Verisign
 Raritan
 Microsoft
 Kaspersky
 Citrix
 Sony
 Rackspace
 Appsense
 EMC
Other
 APC
 Epson
 Aruba Italy
 Salesforce
 BT  IBM
 ScriptLogic
 Seagate  HP
 LogMeIn
 Message Labs  Oracle
 FileMaker
 SAP
 Mimecast
 Dell
 Brother
 Samsung
 Sophos
 Intel
 Mclink

11. Announcing Spiceworks Europe Ltd.

12. SpiceWorld London, 24-25 May 2012

13. The Social Business Platform for IT
Changing the Way IT Works
Jay Hallberg
Co-Founder & VP Marketing
jay@spiceworks.com

14. Adding Followers? Easy.
What's next? Spiceworks can help.
Reginald Herde
Director, Advertiser Marketing
reginald@spiceworks.com
@SpiceWired

15. Brand Advocates on Your Site?

16. Marketers are Catching the Social Wave
Old guard publishers are left on the beach
Traditional Media B2B Social Networks
• Media cos. decide what content • IT pros and vendors share insights
matters • Word-of-mouth amplifies reach
• IT pros “on an island” • Influencing one = influencing many
• Social is a „bolt-on‟ offering • Immediate feedback/impact
• Old data, older methods • Highly targeted
• Poor registration/targeting
IT
V IT
IT IT IT
IT V IT IT
IT IT IT IT IT IT IT V
IT IT IT V
V IT IT
IT V IT
Vendor = Passive advertiser Vendor = Interactive, trusted participant

17. The SpiceHead

18. In the Community…

19. …In the Application
benhar

20. Fans/Followers Are True Brand Advocates

21. The do‟s and don‟ts of participating
in the community
Don’t:
 Spam users and forums
 Slam your competitors
 Hard sell
Do:
 Get the most out of your Vendor Page
 Recognize the value of a little good will
 Be factual and accurate
 Embrace all feedback
 Be an individual
 Have fun!!!

22. Measuring your success in Spiceworks.

23. Industry debate on the value of click
through rates continues in earnest

24. Within Spiceworks, click through rates
are just one measure of success
What did you do when you
saw the [advertiser‟s] ad?
”Looking at click through metrics
100%
isn't going to show you how
aware we are of your brand…
75%
Looking at how much you get
50% talked about in the community is
a better metric there, or how
25% many people follow your vendor
7% 10%
5% page”
0%
Clicked Visited Asked
website reseller

25. Track the impact of all of your
campaigns with Product Dashboards
Change Change Change Change Total
in Install in $ in Install in $ Total $
Install
Base Value Base Value Value‡
August 2011 August 2011 QTD QTD
Base
Product
4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M
#1
Install Base of Product #1
100
50
0
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11

26. Use a Social Engagement Ratio to measure
involvement with your brand
Social Engagement Community Mentions
Ratio = (x 100)
Follows
Brand Advocates Brand Passives

27. Key Takeaways
Click through rates continue to be an important
measure for your campaigns…
But be sure to look at other metrics aligned with
your 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

28. The IT Pros you came to see…
Ashley Connell
Marketing Communications
ashleyc@spiceworks.com

29. Who is the Spiceworks Community?

30. They brand themselves.

31. Scott Abel, CEO, at SpiceWorld!

32. They brand themselves.

33. Meet SpiceRex.

34. Meet SpiceRex.

35. Spice-O-meter!

36. SMB IT Pros Sound Off

37. Managing Their Networks 9-to-5
Research Get Advice Purchase Buy
Manage Track Solve Problems

38. Now, our panel…

39. Andy Phelps
IT Manager, HPS Group

40. Ben Carroll
IT Apprentice, Norseland Limited

41. Paul Bourne
IT Service Provider

42. Martin Hepworth
Objective UK, Ltd.