Spice world london for marketers 2012 final

Jay HallbergCo-founder & VP Marketingjay@spiceworks.com

The Social Network for IT Professionals

Changing the Way IT Works

SMB IT: $1 Trillion Market

IT

Source: IDC, Forrester, U.S. Dept of Labor, ITAA

7M IT Pros18M Companies

1234 4567 7890 0987JOHN D SPICEWORKS

VISA $$$

10K Tech Vendors250K Marketers

MKTG$1 Trillion in

Technology Spend

Social Network for IT Professionals

“it’s like the Facebook of IT”

Discuss

Manage Connect

Research & Buy

Used by 30% of SMB IT Pros WW

* 2012 estimate

2006 2007 2008 2009 2010 2011 2012*

0.0

500000.0

1000000.0

1500000.0

2000000.0

2500000.0

3000000.0IT Pros in Spiceworks

+2,000 / day

in 200+ Countries

2,000,000 IT Professionals

1 - 19

20 - 99

100 - 249

250 - 499

500 - 999

1000+

0% 5% 10% 15% 20% 25% 30%

6%

14%

26%

24%

19%

11%

Companies of Every Size & Industry

IT Solutions 17%

Education 15%

Mfg 13%Services 10%Tech 8%

Non-Profit 7%

Heathcare 6%

Retail /Wholesale

5%

Gov 2%

Other 17%

Usage by Industry Usage by Company Size

Workflow + Community = Engagement

2007 2008 2009 2010 2011 -

500.0

1,000.0

1,500.0

2,000.0

2,500.0

3,000.0

Bill

ions

of

Min

ute

s

Time in Spiceworks

Monthly Engagement

Total Time Spent in App(in thousands)

Avg. Time per Unique(in hours : minutes)

06:33

, ,6 5 6 3 1 2 5 8 min.

, ,2 4 1 9 7 5 min.

04:29

Source: US Traffic Feb 2012 – comScore, Compete, Google Ad Planner, Statisa, Spiceworks

00:17

00:36

, ,5 6 0 4 7 9 min.

, ,4 0 4 1 5 6 min.1

hrs.

hrs.

min.

min.

Spiceworks for Tech Vendors

ReachTargeted Advertising

ConnectSocial Media

LearnMarket Insights

SellCommerce

IT

ITIT

ITIT

ITIT

IT IT

IT

IT

IT

IT

IT

IT

IT

IT

IT

IT

The “IT Graph”

Jay HallbergCo-founder & VP Marketingjay@spiceworks.com

Thank You

What Other Tech Marketers Are Saying About Spiceworks

We’re All in IT Together

Our ITMarketingPanelists

Matt Barnett – Account ManagerJust International

Jennifer Norton – Sr. Marketing ManagerWindows Server WW, Microsoft

Kim Verbeek – Marketing ManagerNew Business EMEA, LogMeIn

State of SMB IT Report 1H 2012Semi-Annual Report on Small and Medium Business Technology Plans and Purchase

Intent

Summary Findings

Strong Hiring, Stronger Spending

Cloud and Virtualization Technologies Continue to Grow

BYOD (Bring Your Own Device) is a Fact of Life

Tablets are Finding Their Space

Background & Methodology

SMB IT Budgets Continue to GrowAverage Planned Budgets and Percent Adding Staff Over Time (000’s)

IT Staff Changes in Next 6 Months

Budget Allocation Remains Consistent

Allocation of Annual IT Budget Over Time

New Hardware Dominates Spend2012 Allocation of Annual IT Budget

Cloud Adoption Over Time

Cloud Adoption Outlook Remains Strong

Top IT Services

Services in the Cloud… or Not.

Virtualization Reaches MainstreamAdoption of Virtualization since 2010

SMBs Deepen Reliance on Virtualization

64% of SMBs Virtualize Today Average Number of Application Categories Virtualized Over Time

SMBs Deepen Reliance on VirtualizationApplication Categories Today and Planned for the Next 6

Months(by those Virtualizing Today)

BYOD in SMBs

BYOD Trend is Here to StayAttitudes toward Managing BYOD Devices

Current and PlannedDeployment of Tablets

SMBs Love Their TabletsBy Company Size

Get the report…

www.spiceworks.com/marketing/insights

Mastering Your Marketing in Spiceworks(A Tale of Two… Approaches)

1. Community Engagement

Marketers are Catching OnOld guard publishers are playing catch up

• Media cos. decide what content matters• IT pros “on an island”• Social is a ‘bolt-on’ offering• Old data, older methods• Poor registration/targeting

Traditional Media B2B Social Networks• IT pros and vendors share insights• Word-of-mouth amplifies reach• Influencing one = influencing many• Immediate feedback/impact• Highly targeted

IT IT ITIT ITIT V

IT IT ITIT ITIT ITIT V

IT ITVV

V

IT

IT

IT

V

Vendor = Passive advertiser Vendor = Interactive, trusted participant

IT

IT

IT

Who is the Spiceworks Community?

They Brand Themselves

Meet SpiceRex

Meet SpiceRex

SpiceMeter!

The SpiceHead

In the Community…

…In the Application

benhar

Fans/Followers Become True Brand Advocates

Social Engagement Ratio: Measure Involvement

Social Engagement Ratio

Community MentionsFollows= (x 100)

Brand AdvocatesBrand Passives

Vendor #1

Vendor #6

0

2

4

6

8

10 8.5

6

3.9

2.1 1.9 1.5

Social Engagement Ratio by Vendor

Social Engagement Ratio: Compare Your Brand

Community Participation: Do’s/Don’ts

Don’t:• Spam users and forums• Slam your competitors• Hard sell

Do:• Get the most out of your Vendor Page• Recognize the value of a little good will• Be factual and accurate• Embrace all feedback• Be an individual

• Have fun!!!

2. Effective Communications

Quick Quiz: Which Ad Performed Best?

A B C

Quick Quiz: Winner!

.05% CTRMessage not IT-relevant

Not SMB targetedNo differentiation

.39% CTRUpfront value statement

Clear call-to-actionStated product benefit

.07% CTRText is clutteredNo call-to-action

Pic not SMB relevant

Align with IT Pro Care-Abouts

How can you make my job

easier?

What can you do for me right

now?

How can you save me money?

 ”Looking at click through metrics isn't

going to show you how aware we are of

your brand… Looking at how much you

get talked about in the community is a

better metric there, or how many people

follow your vendor page.”

Clicked Visited website

Asked reseller

0%

25%

50%

75%

100%

7% 10% 5%

What did you do when you saw the [advertiser’s] ad?

CTRs: A Single Measure of Success

Key Takeaways

Click through rates will continue to be an important measure for your campaigns

But look at other metrics that may be more aligned with your campaign goals

– Sales/Return on Investment: Look at actual product data, not just click or conversion rates

– Brand Affinity: Measure and understand your followers

– Brand Advocacy: Track the level of brand advocacy

The Wisdom (and Creativity and Silliness) of Crowds

A Unitrends Case Study

Anyone see a problem with the Unitrends ad?

Phone-to-Face Ratio?

Head = 10”

Phone = 14”

Elvis Sleeves?

Anyone see a resemblance?

CENSORED

The Community gets involved…

The Winner!

The Community speaks…

“If it’s true that no publicity is bad publicity, this ad is the best ad in the history of Spiceworks – judging by the number of posts about it.”

“I do not work for Unitrends. I love

Unitrends. And they make a seriously awesome

product.”

The Community speaks…

The Community Speaks…even over a year later

“(Unitrends) consistent positive involvement …grace and humor with which they handled criticism of their ad got my attention. The quality of the product… kept my attention.”

Of course, it’s also about making the sale

“As the other Justin (Jaguar) and I will attest, this is a really good backup solution. So good, that we are about to order a 2nd unit.”

Guidance from Unitrends

Don’t be afraid to move fast, and use a “Ready, Fire, Aim” approach.

First iterations will often suck, but just work to make them suck less every day.

Guidance from Unitrends

When appropriate, give the community a peek behind the curtain of the official brand message.

Guidance from Unitrends

Moral of the Story: Turn lemons into lemonade by simply being Human!

Guidance from Unitrends

IT’s All About EngagementAn Eaton Case Study

• Get to know the community• Become a trusted advisor• Toss out the hard sell tactics• Jump at the chance to network face-to-face• Be unique, creative, wear your heart on your

sleeve and have FUN

Want a great experience?

• Booth @ SpiceWorld 2010

• Web banner advertising designed by Spiceworks

• Local TX sales team began meeting community members

• SpiceCorps meeting sponsorships

How Eaton got started with Spiceworks

SpiceWorld 2010 booth

Monitor the Discussions

November 201050 conversations

about Eaton

TODAYOver 19K mentions

9,900 topics125 reviews

Eaton has the best answer!

Get Involved: SpiceCorps User Groups

Grass roots engagement opportunities Local sales teams show return on investment

― Quote activity

― Sales

Choose Groups Wisely: Green IT Group

100% SOV Banners Microsite Product Advisors

Over 10K Members

700+ Posts

Nearly 1,500 Members

Over 1,000 Posts

New group! 100% SOV Banners Microsite Product Advisors

Choose Groups Wisely: UPS Group

Feature Your People: Ask the Expert

Group as a whole garnered 1,186 pageviews

“From a quality point of view, David’s answers were top notch and the response from the community to his answers was very good.”

- Nic Tolstoshev, Spiceworks Community Manager

Community Involvement: Eaton Ad Campaign

73

Community members offer great advice and candid input.

Get Integrated: Dashboard UPS Manager

Get Integrated: Advisor Sponsorship

Spiceworks Connect: Eaton Ties-In Directly

The Eaton Hub in Spiceworks: Vendor Page

Eaton vendor page64k+ followers!

Measure: Sales Results

From Russell to the PowerAdvantage (Eaton) partner:

NET: 40-60 products purchased & more to follow…

“The response I have gotten with Eaton and you has been great and that makes me want to do business with you.”

On the HorizonWhat’s Next for Marketers at Spiceworks

Network with buyers inside the leading social network

for IT

Spiceworks: The Social Tech Marketing Platform2 Million IT Pros reached by hundreds of tech advertisers

Marketing tools to reach an audience of over 2M IT pros

Uncover IT buyer behaviors/preferences that shape purchase decisions

Link your sales force or reseller directly into our

marketplace

Reach

Learn

Connect

Sell

RFQ

Integrated Product Promotions

Lead Generation

MarketView

Voice of IT Published Reports

Custom Insights

Vendor Pages

Brand Expert Participation

SpiceButtons

Display Media

Targeted Email

Live Events

Convert to sales

Enable new channels

Drive social commerce

Increase insight

Monitor trends

Track sentiment

Engage/discuss

Build community

Direct interaction

Build awareness

Grow presence

Drive leads

What our products help your brand do

Products&

Capabilities

Goals

Reach Learn Connect Sell

How do we approach vendor products?

Create brilliant experiences for IT pros

Figure out how to monetize it

Deeply understand marketer needs and

wants

Identify the best opportunities to deliver

value

Craft solutions that drive the most success

for marketers

2006 – 2011How we’ve traditionally approached it…

2012 – FutureThe above plus…

OUR GOALDeliver the richest and most valuable connections

possible between IT Pros and Vendors

What have we done for you lately?

Introduced new commerce opportunities into the platform

Introduced more ways to target and deliver your message

• Partner Spotlight Emails• Integrated Contests• Business Case Generators

• Vendor Page Dashboard Improvements• New Vendor Page Director• SpiceButtons

• Spiceworks RFQ• SpiceDeals

Created new ways of engaging within our community

What are we focused on today?

Advertising

Social

Insights

Commerce

• Updating core ad serving technology (for improved targeting, delivery and reporting)

• Scaling and optimizing sponsorable email inventory

• “Best practice” studies (i.e. Awareness, Penetration, Preference)

• New report formats and sponsorship models

• Catalog integration• Quotation automation• RFQ advertising• Content and programs to help

identify/capture users earlier in the funnel

• Metrics, metrics, metrics• New tools and training for your team• Increase visibility/placement for

vendors and vendor pages within the Spiceworks experience

You make the products

Feedback is our Friend! What features/capabilities can we add or improve upon?

You’re a Product Expert What new product opportunities are you seeing?

We’re In This Together How can we be better marketing partners?

We’re committed to helping you solve your toughest marketing challenges

SMB IT Pros Sound Off

Solve Problems

Buy

Manage Track

Research PurchaseGet Advice

Managing Their Networks 9-to-5

Now, our panel…

Unplugged Panelists

Paul Bourne – IT Manager,Artesian Solutions

Kirk Kerr – Network/Systems Administrator, Arcus FM

Tino Todino – Technical Consultant/SI,Forza IT

Paul Bourne

Kirk Kerr

Tino Todino