spiceworks unplugged uk 1 december 2011
DESCRIPTION
Sessions with SMB IT pros and technology marketers at Malmaison Hotel in Reading, UK on 1st of December, 2011TRANSCRIPT
SMB IT Pros Sound Off
What do you think when someone says “Spiceworks”?
Cool name.
Lame name.
Isn’t that a curry place nearby?
They’re the ones trying to ‘Spice IT Up.’
Free network management software.
They’re paying for this gig.
Social business app for IT.
Something about Texas.
…bless you.
The Social Business Platform for IT
Changing the Way IT Works
Jay HallbergCo-Founder & VP Marketing
IT circa 2005
“Which tools do I use?”“What information do I need
and where do I find it?”
“What do I have?” “Is it all working?”“How do I fix it?”
“Where can I find anexpert to help me?”
“What products should I buy?”
Social Business Platform for IT
Community
CommerceMarketplace
Vendor pages
“FOLLOW”
Purchasing
Discussions
Apps
Advice“SHARE”
“CONNECT”
Manage People
Manage Network
Strong Presence in Europe
106M Minutes 29M Devices 9M Pageviews
52M Minutes 9.6M Devices 4.5M Pageviews
440K IT Professionals314K Companies
135K IT Professionals91K Companies
July 24, 2006
January 2007
59 European Tech Brands in 2011
UK Symantec IBM Google Vmware LogMeIn HP Intel Cisco Verisign Microsoft Citrix Sony Rackspace Appsense EMC APC Aruba BT Seagate Message Labs
Germany Oracle Dell Microsoft IBM Sophos FileMaker Avaya Intel Citrix RIM PFU Imaging Juniper Raritan Kaspersky
Other Epson Salesforce ScriptLogic LogMeIn FileMaker Mimecast Brother
Italy IBM HP Oracle SAP Dell Samsung Sophos Intel Mclink
Announcing Spiceworks Europe Ltd.
SpiceWorld London, 24-25 May 2012
The Social Business Platform for IT
Changing the Way IT Works
Jay HallbergCo-Founder & VP Marketing
Adding Followers? Easy.
What's next? Spiceworks can help.
Reginald HerdeDirector, Advertiser Marketing
[email protected]@SpiceWired
Brand Advocates on Your Site?
Marketers are Catching the Social Wave
Old guard publishers are left on the beach
• 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
IT
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
The SpiceHead
In the Community…
…In the Application
benhar
Fans/Followers Are True Brand Advocates
The do’s and don’ts of participating in the community
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!!!
Measuring your success in Spiceworks.
Industry debate on the value of click through rates continues in earnest
”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?
Within Spiceworks, click through rates are just one measure of success
Change in Install
BaseAugust 2011
Change in $
ValueAugust 2011
Change in Install
BaseQTD
Change in $
ValueQTD
Total Install Base
Total $ Value‡
Product #1 4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-110
40
80
Install Base of Product #1
Track the impact of all of your campaigns with Product Dashboards
Use a Social Engagement Ratio to measure involvement with your brand
Social Engagement Ratio
Community Mentions
Follows= (x 100)
Brand Advocates Brand Passives
Key Takeaways
Click through rates continue to be an important measure for your campaigns…
But be sure to look at other metrics aligned with your 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
Who is the Spiceworks Community?
They brand themselves.
Scott Abel, CEO, at SpiceWorld!
They brand themselves.
Meet SpiceRex.
Meet SpiceRex.
Spice-O-meter!
SMB IT Pros Sound Off
Solve Problems
Buy
Manage Track
Research PurchaseGet Advice
Managing Their Networks 9-to-5
Now, our panel…
Andy PhelpsIT Manager, HPS Group
Ben CarrollIT Apprentice, Norseland Limited
Paul BourneIT Service Provider
Martin HepworthObjective UK, Ltd.
