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with Strategic Communications

The New Marketing Paradigm: Social Media in a B2B Setting

Enterprise Sales Support


Using Social Medial to Support the Enterprise B2B Sales Cycle
Moderator:
Ian F. Strain-Seymour, Director of Product Strategy & Development, Apogee Search LLC
Panelists:
Adam Mertz, Product Marketing Manager, Jive Software
Jay Hallberg, Co-founder & VP of Marketing, Spiceworks
Steve Lunceford, Director, Public Sector Strategic Communications, Deloitte Services LLP
Social Media Webinar Series
The New Marketing Paradigm: Social Media in a B2B Setting
Using Social Media to Target the C-Suite and Close Deals
Price for SIIA Members: Free, Non SIIA Members: $89
Monday, November 2 - 1:30pm - 2:30 pm EDT

Social Media for Brand Awareness, Thought Leadership and Other Traditional PR
Activities
Price for SIIA Members: Free, Non SIIA Members: $89
Monday, December 7th - 1:30pm - 2:30 pm EDT

http://bit.ly/socialwebinars
Twitter Hashtag: Use #SIIA to ask questions!
Software & Education Nomination Deadline:
Oct 16, 2009
Content Nomination Deadline:
Oct 7, 2009

http://www.siia.net/codies

For more information contact Lisa Mithcell-Brooks,


lmitchell@siia.net
Keynotes:
Lars Dalgaard
CEO, SuccessFactors
Zach Nelson
President and Chief Executive Officer, NetSuite, Inc.
Michael Lock
Director, Americas Sales & Operations, Google
Enterprise

http://www.siia.net/ondemand
Adam Mertz
Jive Products Team
@adammertz or adam.mertz@jivesoftware.com
Jive Provides Social Business Software Solutions

• Largest social business software company in the world


• Leader in Forrester Community Wave
• Visionary in Gartner Magic Quadrant
• International operations
• Sequoia Capital backed (Google, Apple, Oracle)
• 2,500+ customers
Marketer’s Need to be Thinking Holistically
Social Business Software is Transforming Business
Example

Increase traffic from search engines

Accelerate time to-revenue

Improve customer loyalty

Gain market insight

Bridge the marketing and sales divide


Channel Voice Partner Community

“Our customers have an invaluable resource for connecting with peers to


discuss Intel products, sales strategies, and market opportunities.
Our customers have become more effective at selling Intel Products.”

Partner Example
Results
• Deeper customer engagement
• Faster & better responses to
customer questions

• Reduced operational costs

https://channelcommunities.intel.com/index.jspa
MagentaNation B2B Sales Team Community

“MagentaNation allows people to connect with each other, find resources,


share best practices, ask questions, and to continuously learn.”
Jenny Moran, Channel Manager for the Business Sales Team

Sales Enablement Example


Results
• Sales team more tightly
aligned
• Faster sales cycles
• High on-going engagement
• Shorter ramp-up time
Buzz Monitoring + Team Collaboration
+ Public Community
• Conversation trends monitored (Facebook, YouTube, Twitter, etc.)
• Rapid cross‐team collaboration on proactive responses
• Posts made within their community
• Replies made on the social web with links to NI’s community
Social Media Landscape NI Community
Four Things I’ve Learned

• Plan for the long term but get started now

• Think dialogue, not monologue

• Devote on-going resources

• Quantifiable ROI is being seen at every


stage of the marketing funnel
Thank You!

Jive’s Business Conversations Community


www.jivesoftware.com/jivespace
Engage with peers about Social Business Software
Ask Learn Share Connect

www.jivesoftware.com

@adammertz or adam.mertz@jivesoftware.com
Growing B2B Sales in the IT Community

Jay Hallberg
Co-founder & VP Marketing
jay@spiceworks.com
@jay_hallberg
Spiceworks: Where IT Works

Spend $121B each year, Do their work in the 1st


775,000 IT Pros,
support 25 M employees Social Business App for
1,000+ join every day
IT Pros

Over 150 technology companies research, market, sell & manage their
IT products & services in Spiceworks.
The “CIOs” of SMBs
89% are the IT Decision Maker or
Influencer at their Company

57
11

32

Decision Maker Influencer Other

ƒ Average Annual IT Budget: $110,000


ƒ Typical titles: IT Director, IT Manager,
Network Admin, Tech Consultant, SI
ƒ Work in teams of 1 - 5
Their Job Before: IT Chaos
After Spiceworks: IT Simplified
Social Media in an IT Pro’s Workflow
The Spiceworks IT Network
39M Devices 460M Minutes
Adding 1.6M / mth Adding 40M / mth

775,000 IT Pros
Adding 1,000+ / day

22.4M desktops, 5.4M printers, 156M interactions, 27M alerts, 8M tickets,


4.5M servers, 3.6M laptops, 4.8 XB 75,000 IT discussions in 500 groups,
storage, 3.1B software installs 15,000 product rated & reviewed

$121B in annual IT spend


Growing @ $4B / mth
One Place for SMB Marketing

Brand
Market Awareness
Analysis Qualitative
Surveys

IT services
Research
in the Workflow
Community
Discussions

Sell Engage
Buyers Club Events &
User Groups
775,000 IT Pros

Lead Gen
Market
Webinars

Widgets SpiceMail
App Ads

Closed Loop Marketing Platform


Who’s Who of Technology Brands

100’s of companies accessing SMB with Spiceworks


What We’ve Learned
1 3

Bring the A Team


…to your market’s field Develop custom resources
based on their feedback
2 4

Engage with high Measure ROI beyond the


gain questions click and “lead”
Steve Lunceford
Integrating Social Media into overall
strategy/process
Deloitte highly visible on social channels…

Social Media Site statistics “Deloitte” Search Statistic1


Site
100 million members 1,050 user contributed videos mentioning
Rank #3 in internet traffic Deloitte
10 hours of video uploaded every minute

200 million active users 500 groups relating to Deloitte


Rank #4 in internet traffic 470 events relating to Deloitte
#2 social networking site
Rank #95 in internet traffic 70,088 current Deloitte employees
42 million members Deloitte in the top 10 of most searched
companies
17 million users 918 Tweets in the last 7 days mentioning
Rank #39 in internet traffic Deloitte
#3 social networking site
Rank #8 in internet traffic 81,400 Blogspot.com pages mention
9 million members “Deloitte”
292 new blogs in the last 24 hours
Rank #7 in internet traffic “Deloitte Touche Tohmatsu” page has been
edited 1,847 times by 520 different people

25 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Visibility Æ Telesales/Lead Generation

26 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Growing Social Engagement
Use new channels
Harness power of employee networks

27 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Recruitment via Facebook & LinkedIn

28 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
D-Street

29 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
D-Wiki

30 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Deloitte on Yammer (Unofficial)

31 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Copyright © 2009 Deloitte Development LLC. All rights reserved.
Member of Deloitte Touche Tohmatsu
About Steve Lunceford
Steve Lunceford has 20 years experience in media relations
and corporate communications, working with key
international, U.S., local and trade media on behalf of firms
such as Deloitte, Sprint, Choice Hotels International,
BearingPoint, RadioShack and the NFL.

He has broad-based expertise in corporate positioning and


raising awareness for brands and business/consumer
products and services; supporting a variety of industries
including enterprise IT and wireless, public sector,
broadband and hospitality/travel.

Mr. Lunceford is an expert in crisis communications


planning and execution, and is an evangelist for the use of
new media technologies to help achieve traditional
communications objectives. He is the founder of
GovTwit.com, a directory of government using Twitter, and
a co-host of Gov20Radio.com, a weekly podcast about the
use of social media in government.

Slunceford@Deloitte.com
@dslunceford/@GovTwit
Facebook.com/dslunceford

33 SIIA October 5, 2009 Copyright © 2009 Deloitte Services LP. All rights reserved.
Q&A
Ian F. Strain-Seymour Jay Hallberg
Director of Product Strategy & Co-founder & VP Marketing
Development Spiceworks
Apogee Search LLC jay@spiceworks.com
ifss@apogee-search.com @jay_hallberg
+1.512.583.4200 x304
@ifss

Adam Mertz Steve Lunceford


Product Marketing Manager Director, Public Sector Strategic
Jive Software Communications
adam.mertz@jivesoftware.com Deloitte Services LLP
@adammertz Slunceford@Deloitte.com
@dslunceford/@GovTwit
Facebook.com/dslunceford