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Agenda Why we’re here today How B2B tech buyers engage socially on the job How knowing buyers’ behavior lets marketers set social media strategy Enlisting Forrester’s help Next steps Why we’re here today

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agenda
Agenda
  • Why we’re here today
  • How B2B tech buyers engage socially on the job
  • How knowing buyers’ behavior lets marketers set social media strategy
  • Enlisting Forrester’s help
  • Next steps
why we re here today
Why we’re here today
  • In the current economy, social media offer new ways to reach and engage hidden B2B technology buyers.
  • But are buyers engaging in social activity while working?
  • Marketers who embrace social media will outdistance competition, build community following, and boost loyalty.
  • We want to provide you with the knowledge and tools you need to set appropriate goals and achieve appropriate results.
starting with social tactics spells disaster
Starting with social tactics spells disaster
  • Social mediaputs buyers, not marketers, in control.
  • “Build it, they will come” seldom works.
  • Web 2.0 tool choices are secondary — it is better to start with audience first.
today s audience have not yet set strategy and only experiment with social media
Today’s audience: Have not yet set strategy and only experiment with social media

What is your current approach to social media strategy?

Base: 50 Webinar attendees, responding to a pre-Webinar survey

forrester s 4 step approach to set social strategy
Forrester’s 4-step approach to set social strategy

P

O

S

T

PeopleAssess your customers’ social activities

ObjectivesDecide what you want to accomplish

StrategyPlan for how relationships with customers will change

TechnologyDecide which social technologies to use

slide8

Publish a blog

Publish your own Web pages

Upload video you created

Upload audio/music you created

Write articles or stories and post them

Creators

Post ratings/reviews of products/services

Comment on someone else’s blog

Contribute to online forums

Contribute to/edit articles in a wiki

Critics

Use RSS feeds

Add “tags” to Web pages or photos

“Vote” for Web sites online

Collectors

Maintain profile on a social networking site

Visit social networking sites

Joiners

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer ratings/reviews

Spectators

None of the above

Inactives

The Social Technographics™ ladder

Model audiencepropensity to usesocial media inbusiness decisionmaking/adoptionactivity

Groups include people participating in at least one of the activities monthly.

today s audience most don t have substantive information about customer social behavior
Today’s audience: Most don’t have substantive information about customer social behavior

What do you know about your prospective customers and the way they participate socially online?

Base: 50 Webinar attendees, responding to a pre-Webinar survey

agenda11
Agenda
  • Why we’re here today
  • How B2B tech buyers engage socially on the job
  • How knowing buyers’ behavior lets marketers set social media strategy
  • Enlisting Forrester’s help
  • Next steps
respondents from forrester s recent b2b survey cont
Respondents from Forrester’s recent B2B survey (cont.)

All respondents had influence over the technology buying process.

slide14

The Social Technographics™ of B2B buyers: by technology category

Groups include people participating in at least one of the activities monthly.

the social technographics of b2b buyers by country
The Social Technographics™ of B2B buyers: by country

Groups include people participating in at least one of the activities monthly.

What about “on the job” social behavior?

slide17

How B2B buyers participate socially while working: by technology category

Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.

how b2b buyers participate socially while working by country
How B2B buyers participate socially while working: by country

Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.

how b2b buyers participate socially while working by vendor
How B2B buyers participate socially while working: by vendor

Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.

agenda22
Agenda
  • Why we’re here today
  • How B2B tech buyers engage socially on the job
  • How knowing buyers’ behavior lets marketers set social media strategy
  • Enlisting Forrester’s help
  • Next steps
today s audience economy makes online social approaches attractive
Today’s audience: economy makes online/ social approaches attractive

How has the current economy changed your plans regarding social media?

Base: 50 Webinar attendees, responding to a pre-Webinar survey

social participation profile of potential hw buyers
Social participation profile of potential HW buyers
  • 33-year-old female with 2-5 years in current senior IT role
    • 5,000 person firm
    • Business services industry
    • If non-IT, more likely to be less senior than IT counterparts
  • Over-indexed on Creator profile
  • When making technology purchase decisions:
    • More likely to trust familiar information sources than new ones
    • Less likely to say that social media plays an increasingly important role than other profiles in same category
what does this mean for business marketers
What does this mean for business marketers?
  • Online activity changes B2B marketing practices permanently.
  • Social Technographics® is one important tool for understanding buyer social behavior.
  • Uncovering differences in customer’s behavior while working versus personal use helps hone strategy.
  • Integrating traditional and online tactics is essential as the groundswell of social activity grows.
recommendations
Recommendations
  • To integrate social media into the B2B marketing mix, start with audience, not the tactics or tools.
  • Understand how social behavior changes:
    • With different buyer segments
    • At different stages in the buying process
  • Use this insight to craft winning social strategy
    • Build marketing skills that leapfrog competitors after economy turns around
    • Build community following, participation
    • Involve customers and engender loyalty
    • Redefine B2B marketing’s mission and purpose
agenda29
Agenda
  • Why we’re here today
  • How B2B tech buyers engage socially on the job
  • How knowing buyers’ behavior lets marketers set social media strategy
  • Enlisting Forrester’s help
  • Next steps
tech vendor strategy and marketing lifecycle
Tech Vendor Strategy and Marketing Lifecycle

Strategize

Plan & Develop

Forrester Best Practice & Market Insights

Measure & Refine

Market &Sell

why marketers enlist forrester s help
Why marketers enlist Forrester’s help

Marketer’s goal

Forrester’s unique value

Proven methodologies

Most importantly,the combination of all three from one firm

  • Social Media Optimization
    • Forrester’s POST methodology
    • Best practice and case study library

Assurance that social marketing strategy aligns with end-user behaviors

  • Demand side, end-user perspective
    • Social Technographics of B2B Buyers
    • Survey of 1,217 IT/Bus. professionals across multiple industries and geographies
    • Custom survey capabilities

Confidence that social marketing strategy differentiates from competitors

  • Supply-side insights
    • B2B Tech Marketing research panel
    • Best practice interviews with leading tech vendors
    • 5,000 vendor briefings annually
how forrester helps marketers improve their social media strategies
How Forrester helps marketers improve their social media strategies

Social media strategy components

Delivery options

Strategy development

(POST methodology)

Social Media Strategy Primer

(1-2 hours)

Social profiling of target

buyers and influencers

Social Media Strategy Workshop

(one day)

Engagement type

Optimizing the B2B marketing mix

Social Media Strategy Development/Enhancement

(customized project)

Measuring results

Depth, customization and investment

*Components can be commissioned separately

how we re helping clients
How We’re Helping Clients
  • Large global technology and services firm looking to understand:
    • What are the social behaviors of their customers?
    • What social technologies should they be using?
    • What are the best practices for leveraging and implementing specific social media technologies?
  • A global professional association commissioned Forrester to investigate:
    • How to develop a social media strategy roadmap?
    • Partner on social media or build their own?
    • What are the social media profiles of their customers?
agenda34
Agenda
  • Why we’re here today
  • How B2B tech buyers engage socially on the job
  • How knowing buyers’ behavior lets marketers set social media strategy
  • Enlisting Forrester’s help
  • Next steps
next steps
Next steps
  • Read the recent research:
    • Community Marketing Boosts B2B Marketing’s Value During Tough Economic Times, February 2008
    • How To Avoid B2B Marketing Obsolescence: Community Marketing Transforms The Marketing Role, January 2008
    • Making Social Media Work In B2B Marketing, October 2008
    • Objectives: The Key To Creating A Social Strategy: Introducing the POST Method: People, Objectives, Strategy, and Technology, October 2007
  • If you haven’t started, begin getting your feet wet
  • If you’ve already started, make sure strategies and tactics align with your customers’ social behavior and willingness to engage in community marketing.
  • If you’d like additional guidance, reach out to your peers, colleagues, or Forrester.
thank you
Thank you

Laura Ramos Oliver Young

+1 650.581.3830 + 1 650.581.3855

lramos@forrester.comoyoung@forrester.com

@lauraramos @oliveryoung

b2bmarketingpost.comblog.strategicheading.com

Patrick Tripp

+1 617.613.6216

ptripp@forrester.com

@ptripp

www.forrester.com