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The Social Shift in B2B Marketing:  How To Successfully Set Strategy Amidst The Groundswell Laura Ramos Vice President, Principal Analyst  Forrester Research   October 29, 2009
Successful social strategy focuses on what you want to accomplish.
Agenda ,[object Object],[object Object],[object Object]
Web sites and email dominate marketing mix Which of the following marketing tactics does your marketing organization use? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
For branding: PR, TV and Web deliver results How effective are the tactics you use at building brand awareness? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
For lead gen: Face-to-face events close the deal How effective are the tactics you use for generating leads? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
Tide changes: digital tactics gain favor in 2009 How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
While some emerging and traditional tactics lose ground How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
Agenda ,[object Object],[object Object],[object Object]
Reason #1: Social interactions require new marketing approaches Pre-Web or Web 1.0 interactions Web 2.0 interactions Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
Reason #1: Social tactics help move prospects through the funnel Reach Interest Desire Convert Enrich Retain Lifetime customers Sales qualification Large audience Poorly qualified Smaller audience Highly qualified
Community adoption flips the funnel around Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
Reason #2: Communities thrive online :-) :-) 010101001011101011100010101010101010010101010010101010001011101101101100101010101010010101010110101001010010100101010010100100101010010101010100101001001010100101010010100101111001100110011010111101101001010010101100101001100 010101001011101011100010101010101010010101010010101010001011101101101100101010101010010101010110101001010010100101010010100100101010010101010100101001010100011111010101010010010101
Quality and expertise drive participation
Reason #3: Business people love social tech Groups include people participating in at least one of the activities monthly. Creators Critics Collectors Joiners Inactives Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS  feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Spectators The Social Technographics ®  ladder
Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. Technology buyers are a socially active crowd Source: Forrester Research B2B Social Technographics Survey, North America And Europe, Q1 2009 *North American Technographics Interactive Marketing Online Survey, Q2 2009
What does this mean for you? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object]
groundswell.forrester.com
Definition ,[object Object]
Social strategy in four steps People   Assess your customers’ social activities. Objectives  Decide what you want to accomplish. Strategy   Plan for how relationships with customers will change. Technology   Decide which social technologies to use. P O S T
How does social media deliver value? Social Objectives Functional Alignment Success metrics LISTENING Research ,[object Object],[object Object],[object Object],TALKING Marketing, education ,[object Object],[object Object],[object Object],ENERGIZING Sales ,[object Object],[object Object],[object Object],SPREADING Professional services ,[object Object],[object Object],SUPPORTING Customer service, technical support ,[object Object],[object Object],[object Object],EMBRACING Development, product marketing ,[object Object],[object Object]
Listening Learning from what your customers are saying
CDW listens to customer advisors
Intuit listens to customer feedback
Talking Two-way  conversation, not just shouting
A blog about factory automation
Tibco’s video generates leads
Eloqua’s Conversation talks with marketers
Energizing Helping your  best customers to recruit others
IBM uses social tool to energize event attendance Source: IBM and YouTube (http://ibm.com) and (http://youtube.com).
Constant Contact energizes SMB customers
Supporting Enabling your customers to support each other
Intel lets customers choose how they want to engage
Intel leverages social tools to help users self-support
Cisco delivers key content and asks partners to critique/vote on it
Spreading Helping customers implement new business capabilities  and adopt them internally — or within a community
Microsoft encourages Office users to share templates
Citrix customers spread product certification tasks and speed adoption
Embracing Involving customers in your product  development
Salesforce.com embraces improvements
Archer embraces its e-GRC community
What is your social strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social technology for B2B marketing ,[object Object],[object Object],[object Object],[object Object]
Visit our extensive research library ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you Laura Ramos Phone: +1 650.581.3830 Email:  [email_address] Twitter handle: @lauraramos My blog:  b2bmarketingpost.com   www.forrester.com

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Laura Ramos' Presentation October 29, 2009

  • 1.  
  • 2. The Social Shift in B2B Marketing: How To Successfully Set Strategy Amidst The Groundswell Laura Ramos Vice President, Principal Analyst Forrester Research October 29, 2009
  • 3. Successful social strategy focuses on what you want to accomplish.
  • 4.
  • 5. Web sites and email dominate marketing mix Which of the following marketing tactics does your marketing organization use? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
  • 6. For branding: PR, TV and Web deliver results How effective are the tactics you use at building brand awareness? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
  • 7. For lead gen: Face-to-face events close the deal How effective are the tactics you use for generating leads? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
  • 8. Tide changes: digital tactics gain favor in 2009 How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
  • 9. While some emerging and traditional tactics lose ground How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
  • 10.
  • 11. Reason #1: Social interactions require new marketing approaches Pre-Web or Web 1.0 interactions Web 2.0 interactions Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
  • 12. Reason #1: Social tactics help move prospects through the funnel Reach Interest Desire Convert Enrich Retain Lifetime customers Sales qualification Large audience Poorly qualified Smaller audience Highly qualified
  • 13. Community adoption flips the funnel around Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
  • 14. Reason #2: Communities thrive online :-) :-) 010101001011101011100010101010101010010101010010101010001011101101101100101010101010010101010110101001010010100101010010100100101010010101010100101001001010100101010010100101111001100110011010111101101001010010101100101001100 010101001011101011100010101010101010010101010010101010001011101101101100101010101010010101010110101001010010100101010010100100101010010101010100101001010100011111010101010010010101
  • 15. Quality and expertise drive participation
  • 16. Reason #3: Business people love social tech Groups include people participating in at least one of the activities monthly. Creators Critics Collectors Joiners Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Spectators The Social Technographics ® ladder
  • 17. Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. Technology buyers are a socially active crowd Source: Forrester Research B2B Social Technographics Survey, North America And Europe, Q1 2009 *North American Technographics Interactive Marketing Online Survey, Q2 2009
  • 18.
  • 19.
  • 21.
  • 22. Social strategy in four steps People Assess your customers’ social activities. Objectives Decide what you want to accomplish. Strategy Plan for how relationships with customers will change. Technology Decide which social technologies to use. P O S T
  • 23.
  • 24. Listening Learning from what your customers are saying
  • 25. CDW listens to customer advisors
  • 26. Intuit listens to customer feedback
  • 27. Talking Two-way conversation, not just shouting
  • 28. A blog about factory automation
  • 31. Energizing Helping your best customers to recruit others
  • 32. IBM uses social tool to energize event attendance Source: IBM and YouTube (http://ibm.com) and (http://youtube.com).
  • 33. Constant Contact energizes SMB customers
  • 34. Supporting Enabling your customers to support each other
  • 35. Intel lets customers choose how they want to engage
  • 36. Intel leverages social tools to help users self-support
  • 37. Cisco delivers key content and asks partners to critique/vote on it
  • 38. Spreading Helping customers implement new business capabilities and adopt them internally — or within a community
  • 39. Microsoft encourages Office users to share templates
  • 40. Citrix customers spread product certification tasks and speed adoption
  • 41. Embracing Involving customers in your product development
  • 43. Archer embraces its e-GRC community
  • 44.
  • 45.
  • 46.
  • 47. Thank you Laura Ramos Phone: +1 650.581.3830 Email: [email_address] Twitter handle: @lauraramos My blog: b2bmarketingpost.com www.forrester.com

Editor's Notes

  1. Groundswell  community marketing
  2. The Quickbooks forum gets 3 million page views a year. 90% of visitors get their questions answered. The TurboTax live community is built right into the front screen of TurboTax – the product connects you with the community on the home screen. This cut support costs for TurboTax by 40%. TurboTax has assembled a panel of 17,000 people into its “Inner Circle” – internal product teams often run product ideas by this panel and get instant feedback. Finally, I’d like to cite their “Just Start” contest for Entrepreneurs, who could submit videos and compete for startup money for their ventures. They received 2,500 contest entries and through this program distributed 300,000 sample CDs for the QuickBooks product to qualified prospects.