Webinar Getting From Good To Great: How To Create A Winning B2B Tech Social Marketing Strategy Kim Celestre, Senior Analyst July 11, 2012. Call in at 10:55 a.m. Eastern time

Image source: About. com (http://trackandfield. about Now is the time to set the bar higher for your social media strategies.

Agenda The current state of B2B social media Understand buyer behavior. Identify sources of influence. Get to “great” with communities. Seek inspiration from gold medalists. Getting to “great” requires sharp focus.

The current state of B2B social media

You may be stuck in the “old” model Market interactions based on products. New Market interactions based on business outcomes. Scale with social media. Scale with social marketing and online communities. Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

Broadcast tactics still dominate Source: October 31, 2011, “Catching Up To Tech Customer Communities” Forrester report

Lack of standards adds to confusion Source: October 21, 2011, “Market Overview: 2011 Social Media Platforms For B2B Tech Marketing” Forrester report

Technology selection is difficult Note: This represents a sample of all platform vendors.

Silos still exist Source: March 15, 2012, “The New Year Of Social Marketing” Forrester report

How do you get from . . . Good Great Image source: Olympic games online (http://www.olympicgamesonline.org)

Understand buyer behavior

The Social Technographics® ladder Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

82% engage in some form of social activity while working. Figure 1: Business technology buyers adopt social media for business purposes US online adults, for any purpose* 24% 36% 23% 68% 73% 14% US BT decision-makers, for business purposes 37% 25% 46% 38% 87% 18% 82% engage in some form of social activity while working. Base: 57,924 US online adults Base: 4,348 US BT decision-makers at companies with 100-plus employees Source: Forrester Tech Marketing Navigator, Q1 2012 *Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

Figure 2: European business technology buyers adopt social media for business purposes European online adults, for any purpose* 18% 22% 30% 19% 45% 66% 24% European BT decision-makers, for business purposes 49% 31% 59% 45% 72% 22% 78% engage in some form of social activity while working. Base: 1,960 European BT decision-makers at companies with 100 or more employees Base: 10,141 European† online adults Source: Forrester Tech Marketing Navigator, Q1 2012 *Source: European Technographics® Online Benchmark Survey, Q3 2011 †European: the UK, France, and Germany

Figure 3: Business technology buyers shift to more-active behaviors in 2012 2009 B2B tech buyers (business purposes)* 2010 B2B tech buyers (business purposes)† 2011 B2B tech buyers (business purposes)‡ 2012 B2B tech buyers (business purposes)§ 27% 33% 32% 41% — 21% 17% 37% 45% 46% 50% 29% 36% 44% 69% 79% 80% 75% 23% 12% 14% 19% For business purposes Base: 793 to 1,217 BT decision-makers at firms with 100 or more employees in the US and Western Europe §Base: 6,308 BT decision-makers at firms with 100 or more employees in the US and EMEA *Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 †Source: North American And European B2B Social Technographics® Online Survey, Q1 2010 ‡Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers §Source: Forrester Tech Marketing Navigator, Q1 2011

Figure 4: Business roles versus IT roles; Social Technographics® for business purposes Technology decision-makers in business roles Technology decision-makers in IT roles For business purposes CMO (N = 41) Consultant (N = 55) CIO (N = 616) Engineer (N = 98) 59% 54% 73% 29% 24% 55% 13% 71% 77% 30% 56% 36% 72% 22% 57% 66% 86% 14% 11% Base: US and European BT decision-makers at companies with 100 or more employees Source: Forrester Tech Marketing Navigator, Q1 2011

Pay attention to influencers’ activities

“Creators” publish web pages and blogs “Which of these behaviors do you do at least monthly?” Base: North American and European IT decision-makers at firms with 100 or more employees ‡Base: IT decision-makers in the US and EMEA at firms with 100 or more employees Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 *Source: North American And European B2B Social Technographics® Online Survey, Q1 2010 †Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers ‡Source: Forrester Tech Marketing Navigator, Q1 2012

“Conversationalists” post updates “Which of these behaviors do you do at least monthly?” Base: North American and European IT decision-makers at firms with 100 or more employees ‡Base: IT decision-makers in the US and EMEA at firms with 100 or more employees Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 *Source: North American And European B2B Social Technographics® Online Survey, Q1 2010 †Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers ‡Source: Forrester Tech Marketing Navigator, Q1 2012

“Critics” comment and review “Which of these behaviors do you do at least monthly?” Base: North American and European IT decision-makers at firms with 100 or more employees ‡Base: IT decision-makers in the US and EMEA at firms with 100 or more employees Source: North American And European B2B Social Technographics® Online Survey, Q4 2008 *Source: North American And European B2B Social Technographics® Online Survey, Q1 2010 †Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers ‡Source: Forrester Tech Marketing Navigator, Q1 2012

Get to “great” with communities

Community is the B2B tech success imperative Social networks Role-based Image source: Google (http://www.google.com/), Intel (http://www.intel.com/content/www/us/en/homepage.html), PaperShare (http://www.papershare.com/), and Spiceworks (http://www.spiceworks.com/) Content-based Peer-to-peer

Community is easier said than done More than 1,000 inquiries about community since 2010 “What are best practices?” “What are popular IT communities?” “How do I select the right context?” “How do I energize members?” “How do I select the right platform?” “What resources do I need?” “How do I measure results?”

Forrester’s community strategy matrix High Sponsor Owner Influence Promoter Member Low High Low Brand -

Introducing the CLICK design framework Knowledge assets Context Linkages Identity Conversations Shape context Thought leadership Identity branding Architect linkages Choose position Design interactions Identity Establish community stance Structure engagement Monetize conversations Intercept needs Nurture opportunities

Seek inspiration from gold medalists

L’Oréal created super content L’Oréal launched a salon Facebook program, distributing branded content to more than 6,000 salons and reaching 1.7 million clients. Image source: Muse Salon and Spa (http://www.musesalonandspa.com/); Facebook (https://www.facebook.com/) Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

Dell knows who is talking about its brand Dell launched an innovative blog campaign for a new product intro. It recruited 150-plus influencers, resulting in 5 million earned digital impressions. Image source: Facebook (https://www.facebook.com/) Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

IBM creates super content IBM launched an integrated campaign for Impact 2011, which included a blog, multimedia, social media, and a virtual event. It exceeded its registration target by 33%. Image source: IBM (http://www.ibm.com/us/en/) Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

Marketo built a thriving interactive user community Marketo’s community members answer 75% of technical questions, resulting in a 30% decrease in customer support cases. Source: Marketo (http://pages2.marketo.com/MarketoForresterGroundswellAwards2011-Community.html)

Getting to great requires sharp focus

Become a social marketing Olympian Social media adoption and community engagement models open up massive opportunities for B2B tech marketers Shift your focus from “media” to “social.” Use POST (People, Objectives, Strategy, Technology). Take down the silos. Assess your community strategy. Image source: WebStockPro (www.webstockpro.com)

Thank you Kim Celestre Engage beyond this webinar +1 650.581.3810 kcelestre@forrester.com Twitter: @KCelestre www.forrester.com Engage beyond this webinar Community — http://forr.com/CommunityTM Blog — http://forr.com/BlogTM Twitter — http://forr.com/ForrTwitter