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

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

3. 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.

4. The current state of B2B social media

5. 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

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

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

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

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

10. How do you get from . . . Good Great
Image source: Olympic games online (

11. Understand buyer behavior

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

13. 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

14. 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

15. 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: Q US And European B2B Social Technographics® Online Survey For Business Technology Buyers
§Source: Forrester Tech Marketing Navigator, Q1 2011

16. 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

17. Pay attention to influencers’ activities

18. “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: Q US And European B2B Social Technographics® Online Survey For Business Technology Buyers
‡Source: Forrester Tech Marketing Navigator, Q1 2012

19. “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: Q US And European B2B Social Technographics® Online Survey For Business Technology Buyers
‡Source: Forrester Tech Marketing Navigator, Q1 2012

20. “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: Q US And European B2B Social Technographics® Online Survey For Business Technology Buyers
‡Source: Forrester Tech Marketing Navigator, Q1 2012

21. Get to “great” with communities

22. Community is the B2B tech success imperative
Social networks
Role-based
Image source: Google ( Intel ( PaperShare ( and Spiceworks (
Content-based
Peer-to-peer

23. 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?”

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

25. 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

26. Seek inspiration from gold medalists

27. 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 ( Facebook (
Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

28. 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 (
Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

29. 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 (
Source: January 30, 2012, “2011 Forrester B2B Groundswell Award Winners Show Progressive Uses Of Social Technologies” Forrester report

30. 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 (

31. Getting to great requires sharp focus

32. 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 (

33. Thank you Kim Celestre Engage beyond this webinar +1 650.581.3810
Engage beyond this webinar
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