SlideShare ist ein Scribd-Unternehmen logo

The Social Technographics® Of Business Buyers

To download, click "more": Social media give a voice to buyers who can now describe their experience and disappointment to a global audience. And, wow, are they saying a lot. Forrester surveyed more than 1,200 business technology buyers and found that they exceed all previous benchmarks for social participation. B2B marketers, eager to know how social media fits into the marketing mix, can use the Social Technographics® Profiles of business decision-makers to design marketing programs that not only capitalize on emerging social behaviors but also fundamentally change the nature of the marketing relationship between B2B buyers and sellers. For file download and Webinar replay visit: http://www.forrester.com/Marketing/Campaign2/1,6538,2085,00.html

The Social Technographics® Of Business Buyers

1 von 37
 
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
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why we’re here today ,[object Object],[object Object],[object Object],[object Object]
Starting with social tactics spells disaster ,[object Object],[object Object],[object Object]
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?
Anzeige

Recomendados

HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
 
Tsl list of assets 2012 03-20 v17
Tsl list of assets 2012 03-20 v17Tsl list of assets 2012 03-20 v17
Tsl list of assets 2012 03-20 v17Joel Demay
 
Overcoming Our Social Challenges - Getting Started with Social Media in Biote...
Overcoming Our Social Challenges - Getting Started with Social Media in Biote...Overcoming Our Social Challenges - Getting Started with Social Media in Biote...
Overcoming Our Social Challenges - Getting Started with Social Media in Biote...Shwen Gwee
 
Social media in B2B: "How conversations help you leverage the things you are ...
Social media in B2B: "How conversations help you leverage the things you are ...Social media in B2B: "How conversations help you leverage the things you are ...
Social media in B2B: "How conversations help you leverage the things you are ...Polle de Maagt
 
Strategic Retail Loyalty Program to support your sales in Traditional Trade
Strategic Retail Loyalty Program to support your sales in Traditional TradeStrategic Retail Loyalty Program to support your sales in Traditional Trade
Strategic Retail Loyalty Program to support your sales in Traditional TradeSales Support Group
 
The Science of Getting More Respect for Your B2B Technology Products/Services
The Science of Getting More Respect for Your B2B Technology Products/ServicesThe Science of Getting More Respect for Your B2B Technology Products/Services
The Science of Getting More Respect for Your B2B Technology Products/ServicesAl Shultz Advertising
 
Social Media & Open Social Introduction
Social Media & Open Social IntroductionSocial Media & Open Social Introduction
Social Media & Open Social Introductionkit sharma
 

Más contenido relacionado

Destacado

Forrester POST Model - Corporate Social Media Strategy
Forrester POST Model - Corporate Social Media StrategyForrester POST Model - Corporate Social Media Strategy
Forrester POST Model - Corporate Social Media StrategyCommunicatto Inc.
 
Ensemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targettingEnsemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targettingHervé Gonay
 
The 7 Must Attend Sales & Marketing Conferences
The 7 Must Attend Sales & Marketing Conferences The 7 Must Attend Sales & Marketing Conferences
The 7 Must Attend Sales & Marketing Conferences Capterra
 
Mintigo: The Savvy Marketer's Guide to B2B Segmentation
Mintigo: The Savvy Marketer's Guide to B2B SegmentationMintigo: The Savvy Marketer's Guide to B2B Segmentation
Mintigo: The Savvy Marketer's Guide to B2B SegmentationMintigo1
 
SWOT Analysis for Sprint/Nextel - 2007
SWOT Analysis for Sprint/Nextel - 2007SWOT Analysis for Sprint/Nextel - 2007
SWOT Analysis for Sprint/Nextel - 2007Shanna Kurpe
 
Research reveals the facts behind B2B buyer purchase decisions
Research reveals the facts behind B2B buyer purchase decisionsResearch reveals the facts behind B2B buyer purchase decisions
Research reveals the facts behind B2B buyer purchase decisionsHamlet B2B
 
Finding your target market
Finding your target marketFinding your target market
Finding your target marketStephen Davis
 
Plan ATL and BTL Strategy
Plan ATL and BTL StrategyPlan ATL and BTL Strategy
Plan ATL and BTL StrategyMd. Ali Hayder
 
segmentation, positioning and targeting
segmentation, positioning and targetingsegmentation, positioning and targeting
segmentation, positioning and targetingMonika Maciuliene
 
The Digital Future of Business between Companies - Models, best practices and...
The Digital Future of Business between Companies - Models, best practices and...The Digital Future of Business between Companies - Models, best practices and...
The Digital Future of Business between Companies - Models, best practices and...Casaleggio Associati
 

Destacado (10)

Forrester POST Model - Corporate Social Media Strategy
Forrester POST Model - Corporate Social Media StrategyForrester POST Model - Corporate Social Media Strategy
Forrester POST Model - Corporate Social Media Strategy
 
Ensemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targettingEnsemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targetting
 
The 7 Must Attend Sales & Marketing Conferences
The 7 Must Attend Sales & Marketing Conferences The 7 Must Attend Sales & Marketing Conferences
The 7 Must Attend Sales & Marketing Conferences
 
Mintigo: The Savvy Marketer's Guide to B2B Segmentation
Mintigo: The Savvy Marketer's Guide to B2B SegmentationMintigo: The Savvy Marketer's Guide to B2B Segmentation
Mintigo: The Savvy Marketer's Guide to B2B Segmentation
 
SWOT Analysis for Sprint/Nextel - 2007
SWOT Analysis for Sprint/Nextel - 2007SWOT Analysis for Sprint/Nextel - 2007
SWOT Analysis for Sprint/Nextel - 2007
 
Research reveals the facts behind B2B buyer purchase decisions
Research reveals the facts behind B2B buyer purchase decisionsResearch reveals the facts behind B2B buyer purchase decisions
Research reveals the facts behind B2B buyer purchase decisions
 
Finding your target market
Finding your target marketFinding your target market
Finding your target market
 
Plan ATL and BTL Strategy
Plan ATL and BTL StrategyPlan ATL and BTL Strategy
Plan ATL and BTL Strategy
 
segmentation, positioning and targeting
segmentation, positioning and targetingsegmentation, positioning and targeting
segmentation, positioning and targeting
 
The Digital Future of Business between Companies - Models, best practices and...
The Digital Future of Business between Companies - Models, best practices and...The Digital Future of Business between Companies - Models, best practices and...
The Digital Future of Business between Companies - Models, best practices and...
 

Último

02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdfBloomerang
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKrijn Poppe
 
Cracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxCracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxWorkforce Group
 
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfMM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfLogan Parks
 
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchPDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchHajeJanKamps
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsSalesScripter
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategyRemar Barquilla
 
The Coca-Cola Company Presentation at CAGNY 2024.pdf
The Coca-Cola Company Presentation at  CAGNY 2024.pdfThe Coca-Cola Company Presentation at  CAGNY 2024.pdf
The Coca-Cola Company Presentation at CAGNY 2024.pdfNeil Kimberley
 
edition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfedition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfinsightssuccess2
 
Database Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyDatabase Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyBloomerang
 
publicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfpublicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfmmople
 
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Supavadee(Noi) Tantiyanon
 
Introducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickIntroducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickSurya Panel Private Limited
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023Dropbox
 
Eni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxBhargavi M
 

Último (20)

5 Dr. Natalie Petouhoff_AI + Empathy.pdf
5 Dr. Natalie Petouhoff_AI + Empathy.pdf5 Dr. Natalie Petouhoff_AI + Empathy.pdf
5 Dr. Natalie Petouhoff_AI + Empathy.pdf
 
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdfMartez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
 
02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
 
Cracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxCracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptx
 
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfMM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
 
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchPDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales Systems
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO Strategy
 
The Coca-Cola Company Presentation at CAGNY 2024.pdf
The Coca-Cola Company Presentation at  CAGNY 2024.pdfThe Coca-Cola Company Presentation at  CAGNY 2024.pdf
The Coca-Cola Company Presentation at CAGNY 2024.pdf
 
Polyene General Industries Private Limited
Polyene General Industries Private LimitedPolyene General Industries Private Limited
Polyene General Industries Private Limited
 
edition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfedition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdf
 
Database Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyDatabase Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang Academy
 
publicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfpublicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdf
 
Authentically Social by Corey Perlman (MyBOD)
Authentically Social by Corey Perlman (MyBOD)Authentically Social by Corey Perlman (MyBOD)
Authentically Social by Corey Perlman (MyBOD)
 
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
 
Introducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickIntroducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya Click
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023
 
Eni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 results
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptx
 

The Social Technographics® Of Business Buyers

  • 1.  
  • 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
  • 3.
  • 4.
  • 5.
  • 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?
  • 11.
  • 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
  • 22.
  • 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
  • 24.
  • 25.
  • 26. Cisco launched iPrize contest to woo innovators
  • 27.
  • 28.
  • 29.
  • 30. Tech Vendor Strategy and Marketing Lifecycle Plan & Develop Market & Sell Measure & Refine Strategize Forrester Best Practice & Market Insights
  • 31.
  • 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
  • 33.
  • 34.
  • 35.
  • 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