The document discusses how understanding business-to-business (B2B) technology buyers' social media behaviors can help companies develop effective social media strategies. It presents research showing that while B2B buyers are active socially, they participate less for work purposes. The document recommends starting social media strategies with understanding audiences, not just tools. It also describes Forrester Research's services for analyzing customer social profiles and developing strategic social media plans.

2. Laura Ramos Vice President, Principal Analyst G. Oliver Young Senior Analyst Forrester Research Patrick Tripp Product Manager, Tech Industry Consulting Using Buyer Social Behavior To Boost B2B Social Media Success

6. Today’s audience: Have not yet set strategy and only experiment with social media Base: 50 Webinar attendees, responding to a pre-Webinar survey What is your current approach to social media strategy?

7. Forrester’s 4-step approach to set social strategy People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

8. The Social Technographics ™ ladder Groups include people participating in at least one of the activities monthly. Model audience propensity to use social media in business decision making/adoption activity Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above

9. US consumers are participating in more online social activities each year

10. Today’s audience: Most don’t have substantive information about customer social behavior Base: 50 Webinar attendees, responding to a pre-Webinar survey What do you know about your prospective customers and the way they participate socially online?

12. Respondents from Forrester’s recent B2B survey

13. Respondents from Forrester’s recent B2B survey (cont.) All respondents had influence over the technology buying process.

14. The Social Technographics ™ of B2B buyers: by technology category Groups include people participating in at least one of the activities monthly.

15. The Social Technographics ™ of B2B buyers: by country Groups include people participating in at least one of the activities monthly. What about “on the job” social behavior?

16. B2B buyers participate less socially in a work context

17. Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. How B2B buyers participate socially while working: by technology category

18. How B2B buyers participate socially while working: by country Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.

19. How B2B buyers participate socially while working: by vendor Groups include people participating in at least one of the activities monthly primarily or in part for business purposes.

20. Peers and colleagues continue to have the most impact

21. However impact varies with the decision-making phase

23. Today’s audience: economy makes online/ social approaches attractive How has the current economy changed your plans regarding social media? Base: 50 Webinar attendees, responding to a pre-Webinar survey

26. Cisco launched iPrize contest to woo innovators

30. Tech Vendor Strategy and Marketing Lifecycle Plan & Develop Market & Sell Measure & Refine Strategize Forrester Best Practice & Market Insights

32. How Forrester helps marketers improve their social media strategies Strategy development (POST methodology) Optimizing the B2B marketing mix Measuring results Social profiling of target buyers and influencers Social media strategy components Social Media Strategy Primer (1-2 hours) Social Media Strategy Development/Enhancement (customized project) Social Media Strategy Workshop (one day) Delivery options Depth, customization and investment Engagement type *Components can be commissioned separately

36. Q & A

37. Thank you Laura Ramos Oliver Young +1 650.581.3830 + 1 650.581.3855 [email_address] [email_address] @lauraramos @oliveryoung b2bmarketingpost.com blog.strategicheading.com Patrick Tripp +1 617.613.6216 [email_address] @ptripp www.forrester.com