Marketers want to boost sales through online channels and social media. Yet most start by picking Web 2.0 tools and tactics and then struggle to demonstrate how this social activity builds brand, generates demand, or produces a return on the marketing investment. To help marketers succeed in this groundswell of social activity, Forrester introduced a methodology for setting social strategy, called POST. This presentation will explain POST principles, help you understand how social media fits into the marketing mix and show how to set social strategy that engages buyers who are turning to social media while on the job.

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.

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

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

20. groundswell.forrester.com

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

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

29. Tibco’s video generates leads

30. Eloqua’s Conversation talks with marketers

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

42. Salesforce.com embraces improvements

43. Archer embraces its e-GRC community

47. Thank you Laura Ramos Phone: +1 650.581.3830 Email: [email_address] Twitter handle: @lauraramos My blog: b2bmarketingpost.com www.forrester.com