The document summarizes a webinar on using social media for B2B technology marketers. It introduces the moderator and three panelists - Larry Weber, Dave Munn, and Pauline Ores. Dave Munn's presentation discusses how social media is increasingly important in the technology purchase process. Three-quarters of buyers use social media and top sources of information include digital channels. Pauline Ores discusses IBM's use of social media and challenges of an enterprise approach. She recommends demonstrating business value, using metrics, and internal adoption. The webinar concludes with an audience Q&A.

1. Social Media: An Integral Tool for B2B
Technology Marketers
January 29, 2010 - #SMB2B

2. Today’s Speakers
Moderator Panelists
Dave Munn
CEO
ITSMA
Larry Weber Pauline Ores
Chairman Social Engagement
Digital Influence Group and Strategist, IBM
Racepoint Group Corp. Marketing,
@thelarryweber Communications
and Citizenship
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3. Agenda
• Larry’s Perspective
• Dave’s presentation
• Pauline’s presentation
• Q&A
#SMB2B
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4. About Us
Full service digital agency that is social media at its core
A global public relations agency that helps clients harness the power of both
traditional and social media to build and protect reputation and drive
business
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5. Introducing Larry Weber
Chairman
Digital Influence Group and
Racepoint Group
@thelarryweber
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6. It’s time to close the social media gap between marketers and
buyers – get beyond the pilot phase
Buyer Marketer
55% use social media to get info Still relying heavily on traditional
and communicate with marketing methods – social media far
colleagues during buying process down the list
(Source: ITSMA-PAC Survey, 2009) (Source: Forrester, April 2009)
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7. Beyond pilots: You need a strategic approach
• Audience Identification
Research • Listening
• Prioritize goals
Strategy • Roadmap with milestones, resources, risks, budget
• Content, distribution and outreach strategy
• Define social media programs & platforms
Program Creation / Execution • Create a user experience across all channels
• Integrate with traditional marketing programs
• Pre-launch planning
Activation • Launch activities to drive engagement
• Post-launch activities to sustain momentum
Measurement & Optimization • Measure outcomes, not just outputs
• Optimize programs
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8. Awareness – Thought
CIO/External Promotion LinkedIn Experience
Leadership
CIO.com Phase 1 Hub
IBM Events Promotion
Twitter Presence
Facebook Experience
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Proprietary and Confidential 8

9. Cisco Router Launch: Lead Generation
Fanista
Create fun micro-site to Provide 3D game to demonstrate
generate buzz & obtain launch product features & encourage
event registrations sharing
Build a Community & Drive
Registration to Second Life Launch
Event
One component for
gathering 7,000+
registrations
40,000+ users played
Gain visibility on YouTube
Organize TelePresence sessions
for sales engagement
Create Facebook group
Quirky videos to build community
showing Cisco’s
fun side
1,000+ field reps
1,000+ members
Measurement & Analysis 9

10. CSC Wikonnect – Building Deeper Customer Relationships
and Loyalty
• Personalized venue where insurance
community shares experiences and ideas for
enhancing CSC software
• 24x7 collaborative environment, access to
latest product updates
• 7,000+ users from 500 companies
• Opens the door for clients to talk to each other
and to CSC, share best practices
• Gives CSC a true point of differentiation in the
insurance industry
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11. Introducing Dave Munn
CEO
ITSMA
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12. The Growing Importance of Social Media
and Web 2.0 in the Decision Making
Process for Technology Solutions
Prepared by:
David Munn
President & CEO
ITSMA
dmunn@itsma.com
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13. Three-quarters of buyers are using social media in the
purchase process—that’s huge!
Which of these Web-based tools do you use to gather information and
communicate with colleagues during the purchase process?
% of Respondents (N=350)
Which of these Web-based tools do you use to gather information and
communicate with colleagues during the purchase process? % of
Respondents (N=264)
None LinkedIn 58
(25%)
(75%) Blogs 50
Facebook 47
Twitter 41
Plaxo 39
Note: Multiple responses allowed.
Source: ITSMA and PAC, How Customers Choose Study, 2009
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14. Now, more than ever, marketers need to base their activities
on customers’ buying processes and integrate social media
more into the marketing mix
ITSMA’s Relationship Model/Buying Process
Relationship Stage 1. Stage 2. Stage 3. Stage 4. Stage 5.
Stages EPIPHANY AWARENESS INTEREST CONFIDENCE LOYALTY
Buying Need Search Alternative Selection and Post-Purchase
Post-
Processes Recognition Evaluation Purchase Evaluation
Explore the Clarify objectives Finalize the short Select the provider Evaluate
possibilities and solution list satisfaction
Negotiate the
specifications
Identify a need Solicit proposals contract Measure value
or opportunity Identify delivered
alternatives Evaluate Ultimate sign-off
sign-
(short list) alternatives
Source: ITSMA, 2009
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15. When companies identify a need, they proactively seek out
alternative solutions and use web and social media tools more
and more
The solution provider I do the research and
contacts me first (37%) find the appropriate
solution providers
(63%)
Mean % of Time
(N=355)
Source: ITSMA and PAC, How Customers Choose Study, 2009
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16. Two of the top five sources of information are digital/web
2.0/social media channels
Total
Speak to colleagues for referrals 33 17 19 68
What are the
first three steps Do an online search including, company websites,
11 14 14 39
whitepapers, podcasts, Webcasts, etc.
you take to
identify Speak to your existing solution providers and
9 13 11 32
hardware and software vendors
alternative
solutions? Get advice from consultants 9 8 12 28
% of Check the blogosphere, social networks, or online
8 10 11 27
Respondents chat boards
(N=355) Speak to or check publications of industry
8 11 5 23
analysts such as Gartner, PAC, IDC
Speak to or check publications of financial
6 8 6 19
analysts such as Merrill Lynch or Goldman Sachs
Read business and trade publications 5 6 9 19
Pay closer attention to advertisements 6 5 5 15
Respond to emails and cold calls from consultants
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or solution providers 4 5 6
Other 1 1
Note: Numbers may not add up due to rounding.
Step One Step Two Step Three
Source: ITSMA and PAC, How Customers Choose Study, 2009
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17. Buyers rank numerous digital/web 2.0/social media
channels among the top ten in getting their attention
Which types of marketing vehicles do you believe are most effective in getting your attention and
encouraging you to learn more about solutions and providers?
% of Respondents (N=355)
Electronic newsletter from the solution provider 25 32 29 14
Webinar 24 29 32 15
Invitation to a dinner discussion or evening roundtable with peers 23 33 25 20
Invitation to an in person seminar or workshop 23 39 26 12
Case studies describing successful customer solution implementations 20 22 39 19
Speech or presentation at a conference or trade show 19 22 38 21
Solution provider’s blog or online community 17 30 35 18
Search engine hits when doing research or surfing the Web 16 41 27 17
Article in the business or industry trade press 15 33 30 21
Online advertisement 15 30 33 22
Direct mail brochure 13 32 31 24
Phone call or email from a sales representative from the solution provider 12 23 34 31
TV or print advertisement 11 30 40 20
Hospitality programs such as sporting event or golf outings 10 20 35 36
Very effective Somewhat effective
Somewhat ineffective Not at all effective
Source: ITSMA and PAC, How Customers Choose Study, 2009
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18. Online communities and microsites are growing in value to
executives who participate in provider relationship programs
Of the programs Executive-level business events (e.g., seminars, meetings) 39
you participate in, Private briefings 33
which three do
Customer advisory councils or boards 30
you think provide
the greatest value Social or recreational activities (e.g., golf outings, dinners) 27
to you? Client reference programs 25
% of Online communities/social networking that the solution 23
provider facilitates
Respondents Dedicated “microsite” or portal for your company with 22
(N=355) information about their project work and thought leadership
Account-based or one-to-one marketing programs 22
Joint PR/advertising/co-branding 20
One-on-one, executive-to-executive relationships 20
Small, intimate, local peer networking events 18
Other 1
Note: Up to three responses allowed.
Source: ITSMA and PAC, How Customers Choose Study, 2009
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19. Marketing Tactics Becoming More Important in 2010 – Social
Media and Web 2.0 on the Rise
• Thought leadership • Invitation-only online
development communities hosted or
• References and testimonials sponsored by your company
• Senior level relationship • Corporate Website
management programs, • Internal collaboration through
customer advisory boards, social media and/or Intranet
councils
• Blogs
• Online video
• Public online social networks
(e.g., LinkedIn, Facebook)
• ROI tools/Price justification
tools
Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010
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20. Marketing needs to become more of a content creation engine
Sales
Integrated
Marketing
Campaigns
Relationship
Marketing Thought programs
Business planning/ Content Digital/social
leadership
strategy strategy/ platform
Engine media
intelligence Events
Influencer
relations
PR
Business
Partners
Measure, Analyze, and Report
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21. Top Challenges Marketers Face with Social Media and
Web 2.0 Effectiveness
Rate the level of challenge your company faces in using Web 2.0 channels in the following
areas: Mean Rating (N~33)
Getting the time commitment to participate 4.0
Keeping our bloggers interested and posting regularly 3.9
Maintaining the pace/volume of content creation demands 3.8
Effort required to manage channels 3.6
Finding the right employees to engage with the channels 3.4
Getting employees and customers to feel comfortable engaging 3.3
Measuring results 3.3
Gaining/keeping customer interest 3.1
Maintaining a consistent representation of the organization’s brand 2.9
Communicating in the right voice 2.7
Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging.
Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 2009
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22. Introducing Pauline Ores
Market Insights, Principal Consultant
Social Insights Practice
IBM
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23. Consumers Are Becoming Citizens
client ads media
agency
receptive
consumer
ads &
media
SM UGC
search
active
citizen
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24. What Makes Up Social Media
Applications and Sites
Blogs, wikis,
Facebook, etc.
Social Drivers
How to build a
network/community
Business Processes
Integrating social
contributions
Business Transformation
Corporate culture
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25. Current picture of IBM & Social media
• Blogs - 17,000 blogs 3,000+
• Beehive – 60K members
75,000+
• WikiCentral –1 million daily
page views
52,000+
• InnovationJam – 4 Jams,
500,000 participants
40,000+
• Media Library – 10 million
downloads 198,000+
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26. Enterprise Community-Based Model
• Coordinating Activity
– Enterprise approach is key if 2+2 is to = 5
– Social is suited at managing social rather than falling back on
command and control processes
– Continually integrate digital marketing efforts
• Growing Participation
– Community managers - a critical and unique skill if we’re to
move past SMM checklists
– Enterprise systems need to support ‘virtuous circle’ –
acknowledging and driving participation
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27. Key Issues and Recommendations
• Demonstrate business value - Why should I fund this?
– Go narrow and deep and ‘fail quickly’
• Select specific areas/ecosystems, apply the resources truly
required, iterate, measure results
• Metrics – How do I know it’s making a difference?
– Take full advantage of social media research
– IBM CORE enterprise program
– Not only for ‘listening’ can support execution, metrics
– Engage your MI teams
• Internal Adoption – How do I get them to participate?
– Seek out community building talent
• Building a community w/active participation who can drive and
nurture internal participation
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28. Questions from the Audience
Feel free to type in your questions for Larry, Dave and Pauline
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29. Additional Resources
1. To get a copy of our white paper on “Social Media for
B2B Technology Marketers”
Email: webinar@w2groupinc.com
2. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfm
www.digitalinfluencegroup.com
3. Other questions, contact:
Jackie Lustig at jlustig@w2groupinc.com
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