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Spiceworks Unplugged Microsoft UK 30 Nov 11

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Sessions with SMB IT pros and Microsoft marketers at Malmaison Hotel in Reading, UK on 30th of November, 2011

1 of 58
SMB IT Pros Sound Off
What do you know about Spiceworks? Cool name. Something about Texas. They’re the ones trying to ‘Spice IT Up.’ Isn’t that a curry place nearby? They’re paying for this gig. …bless you. Social business app for IT. Lame name. Free network management software.
Spiceworks Unplugged Microsoft UK 30 Nov 11
The Social Business Platform for IT Changing the Way IT Works Jay Hallberg Co-Founder & VP Marketing jay@spiceworks.com
IT circa 2005 “What information do I need “Which tools do I use?” and where do I find it?” “What do I have?” “Is it all working?” “How do I fix it?” “Where can I find an “What products should I buy?” expert to help me?”
SME‟s: The Forgotten Middle
July 24, 2006
January 2007
Used by 28% of IT Pros Worldwide Daily Growth  1,100 new companies  2,000 new users  13,800 Terabytes of storage  125,000 devices added Monthly Activity  1.5M Uniques  12.4M tickets worked  34M pageviews  403M minutes in app 1.7M IT Professionals in 200+ Countries
Network Growth 300 250 Budget 200 150 Devices 100 Workers 50 0 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11
Strong Presence in Europe 440K IT Professionals 135K IT Professionals 314K Companies 91K Companies  106M Minutes  52M Minutes  29M Devices  9.6M Devices  9M Pageviews  4.5M Pageviews
Monthly Engagement 5 3 ,4 5 7 ,2 5 8 min. ,5 6 5 , 1 5 6 min. Total Time in App (in thousands) ,4 0 3 , 2 9 3 min. ,3 2 5 , 6 7 9 min. 06:21 04:29 Avg. Time per User (in hours : minutes) 00:32 00:24 Source: Nielsen Q3 Social Media Report, Spiceworks
Social Business Platform for IT Discussions Manage People Commerce Apps Marketplace Purchasing “CONNECT” Manage Network Vendor pages Advice “SHARE” “FOLLOW” Community
November 2011
What next? Simplify Everything IT
Vendor Pages Connect Everyone IT IT Vendor
Request for Quote Request a Quote
The Shopping Cart for Everything IT Wish Quote Buy
Dashboard for Everything Spiceworks
59 European Tech Brands in 2011 Germany  Oracle  Dell  Microsoft UK  IBM  Symantec  Sophos  IBM  FileMaker  Google  Avaya  Vmware  Intel  LogMeIn  Citrix  HP  RIM  Intel  PFU Imaging  Cisco  Juniper  Verisign  Raritan  Microsoft  Kaspersky  Citrix  Sony  Rackspace  Appsense  EMC Other  APC  Epson  Aruba Italy  Salesforce  BT  IBM  ScriptLogic  Seagate  HP  LogMeIn  Message Labs  Oracle  FileMaker  SAP  Mimecast  Dell  Brother  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 Hallberg Co-Founder & VP Marketing jay@spiceworks.com
Adding Followers? Easy. What's next? Spiceworks can help. Reginald Herde Director, Advertiser Marketing reginald@spiceworks.com @SpiceWired
Brand Advocates on Your Site?
Marketers are Catching the Social Wave Old guard publishers are left on the beach Traditional Media B2B Social Networks • Media cos. decide what content • IT pros and vendors share insights matters • Word-of-mouth amplifies reach • IT pros “on an island” • Influencing one = influencing many • Social is a „bolt-on‟ offering • Immediate feedback/impact • Old data, older methods • Highly targeted • Poor registration/targeting IT V IT IT IT IT IT V IT IT IT IT IT IT IT IT IT V IT IT IT V V IT IT IT V IT Vendor = Passive advertiser Vendor = Interactive, trusted participant
The SpiceHead
In the Community…
…In the Application benhar
Fans/Followers Are True Brand Advocates
What‟s next? What should you do? 1. Well, make sure you‟ve got your Vendor Page up, running and optimized 2. Get engaged in conversations with SpiceHeads 3. Recognize that a little goodwill can go a long way
The do‟s and don‟ts of participating in the community Don’t:  Spam users and forums  Slam your competitors  Hard sell Do:  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
Within Spiceworks, click through rates are just one measure of success What did you do when you saw the [advertiser‟s] ad? ”Looking at click through metrics 100% isn't going to show you how aware we are of your brand… 75% [L]ooking at how much you get 50% talked about in the community is a better metric there, or how 25% many people follow your vendor 7% 10% 5% page” 0% Clicked Visited Asked website reseller
Gathering data from Spiceworks users Insight into: • # of Devices IT IT IT • Device Age IT IT IT IT IT IT IT IT IT • Market Share IT IT IT IT IT IT IT • Versions/Model • Trends
Track the impact of all of your campaigns with Product Dashboards Change Change Change Change Total in Install in $ in Install in $ Total $ Install Base Value Base Value Value‡ August 2011 August 2011 QTD QTD Base Product 4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M #1 Install Base of Product #1 100 50 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
Use a Social Engagement Ratio to measure involvement with your brand Social Engagement Community Mentions Ratio = (x 100) Follows Brand Advocates Brand Passives
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 IT Pros you came to see… Ashley Connell Marketing Communications ashleyc@spiceworks.com
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
Why are we here? Sales Pitch? Product Demo? This session is between me and happy hour? …okay, maybe
Managing Their Networks 9-to-5 Research Get Advice Purchase Buy Manage Track Solve Problems
Now, our panel…
Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization
Andy Phelps
Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization
Richard Comish
Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization
Huw Davies
Spiceworks Unplugged Microsoft UK 30 Nov 11

More Related Content

Spiceworks Unplugged Microsoft UK 30 Nov 11

  • 1. SMB IT Pros Sound Off
  • 2. What do you know about Spiceworks? Cool name. Something about Texas. They’re the ones trying to ‘Spice IT Up.’ Isn’t that a curry place nearby? They’re paying for this gig. …bless you. Social business app for IT. Lame name. Free network management software.
  • 4. The Social Business Platform for IT Changing the Way IT Works Jay Hallberg Co-Founder & VP Marketing jay@spiceworks.com
  • 5. IT circa 2005 “What information do I need “Which tools do I use?” and where do I find it?” “What do I have?” “Is it all working?” “How do I fix it?” “Where can I find an “What products should I buy?” expert to help me?”
  • 9. Used by 28% of IT Pros Worldwide Daily Growth  1,100 new companies  2,000 new users  13,800 Terabytes of storage  125,000 devices added Monthly Activity  1.5M Uniques  12.4M tickets worked  34M pageviews  403M minutes in app 1.7M IT Professionals in 200+ Countries
  • 10. Network Growth 300 250 Budget 200 150 Devices 100 Workers 50 0 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11 ’07 ’08 ’09 ’10 ‘11
  • 11. Strong Presence in Europe 440K IT Professionals 135K IT Professionals 314K Companies 91K Companies  106M Minutes  52M Minutes  29M Devices  9.6M Devices  9M Pageviews  4.5M Pageviews
  • 12. Monthly Engagement 5 3 ,4 5 7 ,2 5 8 min. ,5 6 5 , 1 5 6 min. Total Time in App (in thousands) ,4 0 3 , 2 9 3 min. ,3 2 5 , 6 7 9 min. 06:21 04:29 Avg. Time per User (in hours : minutes) 00:32 00:24 Source: Nielsen Q3 Social Media Report, Spiceworks
  • 13. Social Business Platform for IT Discussions Manage People Commerce Apps Marketplace Purchasing “CONNECT” Manage Network Vendor pages Advice “SHARE” “FOLLOW” Community
  • 16. Vendor Pages Connect Everyone IT IT Vendor
  • 18. The Shopping Cart for Everything IT Wish Quote Buy
  • 20. 59 European Tech Brands in 2011 Germany  Oracle  Dell  Microsoft UK  IBM  Symantec  Sophos  IBM  FileMaker  Google  Avaya  Vmware  Intel  LogMeIn  Citrix  HP  RIM  Intel  PFU Imaging  Cisco  Juniper  Verisign  Raritan  Microsoft  Kaspersky  Citrix  Sony  Rackspace  Appsense  EMC Other  APC  Epson  Aruba Italy  Salesforce  BT  IBM  ScriptLogic  Seagate  HP  LogMeIn  Message Labs  Oracle  FileMaker  SAP  Mimecast  Dell  Brother  Samsung  Sophos  Intel  Mclink
  • 23. The Social Business Platform for IT Changing the Way IT Works Jay Hallberg Co-Founder & VP Marketing jay@spiceworks.com
  • 24. Adding Followers? Easy. What's next? Spiceworks can help. Reginald Herde Director, Advertiser Marketing reginald@spiceworks.com @SpiceWired
  • 25. Brand Advocates on Your Site?
  • 26. Marketers are Catching the Social Wave Old guard publishers are left on the beach Traditional Media B2B Social Networks • Media cos. decide what content • IT pros and vendors share insights matters • Word-of-mouth amplifies reach • IT pros “on an island” • Influencing one = influencing many • Social is a „bolt-on‟ offering • Immediate feedback/impact • Old data, older methods • Highly targeted • Poor registration/targeting IT V IT IT IT IT IT V IT IT IT IT IT IT IT IT IT V IT IT IT V V IT IT IT V IT Vendor = Passive advertiser Vendor = Interactive, trusted participant
  • 30. Fans/Followers Are True Brand Advocates
  • 31. What‟s next? What should you do? 1. Well, make sure you‟ve got your Vendor Page up, running and optimized 2. Get engaged in conversations with SpiceHeads 3. Recognize that a little goodwill can go a long way
  • 32. The do‟s and don‟ts of participating in the community Don’t:  Spam users and forums  Slam your competitors  Hard sell Do:  Be factual and accurate  Embrace all feedback  Be an individual  Have fun!!!
  • 33. Measuring your success in Spiceworks.
  • 34. Industry debate on the value of click through rates continues in earnest
  • 35. Within Spiceworks, click through rates are just one measure of success What did you do when you saw the [advertiser‟s] ad? ”Looking at click through metrics 100% isn't going to show you how aware we are of your brand… 75% [L]ooking at how much you get 50% talked about in the community is a better metric there, or how 25% many people follow your vendor 7% 10% 5% page” 0% Clicked Visited Asked website reseller
  • 36. Gathering data from Spiceworks users Insight into: • # of Devices IT IT IT • Device Age IT IT IT IT IT IT IT IT IT • Market Share IT IT IT IT IT IT IT • Versions/Model • Trends
  • 37. Track the impact of all of your campaigns with Product Dashboards Change Change Change Change Total in Install in $ in Install in $ Total $ Install Base Value Base Value Value‡ August 2011 August 2011 QTD QTD Base Product 4,091 $8.5M 8,806 $18.5MK 68,919 $144.7M #1 Install Base of Product #1 100 50 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
  • 38. Use a Social Engagement Ratio to measure involvement with your brand Social Engagement Community Mentions Ratio = (x 100) Follows Brand Advocates Brand Passives
  • 39. 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
  • 40. The IT Pros you came to see… Ashley Connell Marketing Communications ashleyc@spiceworks.com
  • 41. Who is the Spiceworks Community?
  • 43. Scott Abel, CEO, at SpiceWorld!
  • 48. SMB IT Pros Sound Off
  • 49. Why are we here? Sales Pitch? Product Demo? This session is between me and happy hour? …okay, maybe
  • 50. Managing Their Networks 9-to-5 Research Get Advice Purchase Buy Manage Track Solve Problems
  • 52. Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization
  • 54. Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization
  • 56. Unplugged Panelists Andy Phelps – IT Manager, HPS Group Richard Comish – IT Manager, Execution Noble Huw Davies – IT Manager, Wil Organization

Editor's Notes

  1. DONE
  2. Who are these crazy IT pros that make the world’s networks run?Q - So marketers, do your customers identify with your brand? (show of hands)Q - Do you have any customers who have branded themselves? Well, we do.
  3. Here is a photo of eWoman, a user in the Spiceworks Community, who just recently permanently inked herself with the Spiceworks brand. After she posted this photo, she was immediately glorified in the Spiceworks Community with over 150 fellow users chiming in showing their approval of eWoman’s Spice-Ink and true brand loyalty. So much buzz that…
  4. And then celebrated by our CEO, Scott Abel, revealed an exact replica of that tattoo at our annual user conference, SpiceWorld Austin… however his comes off with a little soap, water and elbow grease.
  5. Now I’m sure you’re asking, who is that orange dinosaur in the middle?
  6. MeetSpiceRex. SpiceRex, the self selected mascot for our Community of 1.7M IT pros that use Spiceworks to do their job. Originated here in the London-area by user, Andy Phelps who is here in the panel today. SpiceRex first took form as a paper orange dinosaur that our users mailed to each other. They then would takephotos of SpiceRex in their neck of the woods and post them in the community.But what SpiceRex truly represents is sticking up for theSMB IT pros or “the little guy”, and getting them the same access to tech vendor info and discounts as their Enterprise counterparts.
  7. And the SpiceRex phenomenon quickly caught on and was adopted as the mascot of the force to be reckoned with community of over 1.7 M IT pros.But what SpiceRex truly represents is sticking up for theSMB IT pros or “the little guy”, and getting them the same access to tech vendor info and discounts as their Enterprise counterparts.
  8. Q - Other than tattoos and an orange dino, what keeps our IT pros coming back to Spiceworks? And the answer is the wealth of information provided in the community. It’s truly a give and take relationship in the community where our IT pros can earn points for the number of Best Answers, How-tos and responses they provide to other IT pros in the community. From these points, the SpiceHeads are able to achieve different levels of status or “spiciness” starting at pimento all the way to the spiciest molecule on earth, pure capsaicin. And ladies and gentlemen,the creator of SpiceRex is the first person to not only make it to Pure Capsaicin, but has completed that TWICE. With that I will hand it over to RegHerde to introduce our stars of Unplugged, the IT pros that use Spiceworks to do their It jobs.