Web 2.0 Gets Strategic

Survey Results | Executive Summary | SV4574E

ITSMA Online Member Survey Results | April 2009

Web 2.0 Gets StrategicEXECUTIVE SUMMARY

Chris Koch

Director

Research and Thought Leadership

ITSMA

Julie Schwartz

Senior Vice President


ITSMA

Survey Results | Executive Summary | SV4574E © 2009 ITSMA. All Rights Reserved. 2Web 2.0 Gets Strategic

Table of Contents

Slide

Introduction 3

Key Findings 8

Survey Highlights 10

ITSMA’s Recommendations 18



Introduction


Your business and marketing

strategy should drive your

Web 2.0 strategy


Start your Web 2.0 marketing strategy with… what you always start with!

Target audience

Goal

– Increase lead generation/

nurturing

– Enhance the brand

– Increase press/analyst/

influencer coverage

– Improve customer

feedback/intimacy

– Reduce the cost of marketing

– Increase internal

collaboration/knowledge

sharing


But then you need to concentrate on these…

Web 2.0 participation

strategy: active or passive;

internal or external

Role of Web 2.0 in overall

marketing strategy


Determine your participation strategy

ITSMA’s Web 2.0 Participation Strategy Model

1. Monitor

2. Engage

3. Manage

Conversation Community

Passive Active



Key Findings


Key Findings

Web 2.0 tools are widely used by B2B marketers but adoption is recent

Marketers are spending more on Web 2.0—even in a down economy

Product/service companies are doing more with Web 2.0—and seeing more

benefits—than pure services companies

Marketers have integrated Web 2.0 with more traditional digital channels

such as the website, but not with customer tracking systems

The ROI of Web 2.0 is coming through softer measures such as improved

reputation and customer relationships rather than increased sales

The vast majority of marketers believe that Web 2.0 will become as

important as other marketing channels within the next five years

Source: ITSMA, Online Survey: Web 2.0, April 2009



Survey Highlights


Even in a devastated economy, marketers are investing in Web 2.0

Remain the

same (18%)

Increase

(73%)

In 2009, how did your investment in Web 2.0 marketing change?

% of Respondents (N=33)

Decrease (9%)


How much did your Web 2.0 investment increase?


8.3

37.5

54.2> 10%

5-10%

< 5%


Most Web 2.0 tools are recent additions to marketers’ strategy

Other : Virtual Worlds, Sharepoint spaces for client user groups.


Which Web 2.0 channels do you use to market to prospects and customers?

% of Respondents (N~36)

3

14

22

23

24

31

33

46

50

64

69

51

8

14

20

38

28

25

11

25

17

11

17

14

14

20

6

6

22

20

11

3

8

14

22

14

20

12

22

6

20

8

6

6

42

36

17

21

14

14

3

6

11

6

14

In Place for More Than One Year

Implemented Within the Last Year

Under Way/Partially Implemented

In the Planning Stages

Do Not Do, No Plans at This Time

Email newsletters/magazines

Webinars

Videos

Interactive microsites/extranets

Podcasts

Blogs

Social videos (e.g., YouTube)

Company-hosted role-based online communities

Externally-hosted online communities

Wikis

Social networking sites (e.g., Facebook, Linked-In, Twitter)


How are your peers developing their participation strategies?

ITSMA’s Web 2.0 Participation Strategy Model

1. Monitor

2. Engage

3. Manage

Conversation Community

Passive Active


Monitor Engage Manage

Most marketers are developing active strategies for Web 2.0—but most are in the early stages

186

23 22

33

27

2014

27

2720

14

9

1820

14

21 17

36

12 Do Not Do, No Plans at This Time





We monitor

conversations

about our

company on the

Internet and in

Web 2.0 channels

such as blogs,

online

communities, and

social networking

sites such as

Facebook and

LinkedIn

We have

identified internal

subject matter

experts and

assigned them to

engage with

customers,

prospects, and

influencers in

online

conversations

about the

company

Company-

hosted

role-based

online

communities


Externally-

hosted online

communities


Integrate

Integrating with your other marketing channels is critical

33

6

27

12

21

12

9

33

36

9 Do Not Do, No Plans at This Time





We have integrated Web 2.0

channels with more traditional

marketing channels, such as

events and our website

(e.g., linking, cross-

referencing, etc.)

We have integrated information

about prospects and customers

reached through Web 2.0

channels into our systems for

tracking interactions with

prospects and customers

(e.g., CRM systems)

Source: ITSMA, Online Survey:

Web 2.0, April 2009


Web 2.0 is not winning new business, but it is having an impactWhat are the main benefits that you have seen from your Web 2.0 marketing

efforts so far? % of Respondents (N=33)

Notes: Up to five responses allowed.

* Experience and knowledge about how to use Web 2.0 channels


9

33

315

1518

2121

2430

3336

3942

4267Increased Website traffic

Reduced cost of marketing

Improved company reputation/perception

Increased press/analyst coverage

Skills development*

Increased customer feedback on products/services

Competitive differentiation

More effective lead nurturing

Increased number of generated leads

Reduced customer service cost

Improved customer relationships

Improved quality of generated leads

Improved customer information

Increased number of new accounts

Expanded share of wallet in existing accounts

Increased customer testimonials/advocacy

We haven’t seen benefits


Nearly 80% believe that Web 2.0 will become as important as other channels within five years

Note: Mean rating based on a 5-point scale where 1=strongly disagree and 5=strongly agree.


Please rate your agreement with the following statement: Within the next five

years, Web 2.0 will become as important or more important to our company’s

marketing goals as the more traditional marketing channels such as events,

Webinars, white papers, newsletters, and advertising.


Strongly disagree (1)

2

3

4

Strongly agree (5)

Mean = 4.2

49

30

12

6

3


ITSMA’s Recommendations

Develop an active Web 2.0 engagement strategy that includes monitoring,

engaging, and managing conversation and community

Integrate Web 2.0 channels with more traditional marketing channels, such

as events and the website

Create a process for developing content to be disseminated through Web

2.0 channels

Collaborate with legal to develop a company policy for employee usage of

Web 2.0 channels.

Develop a process for identifying and sharing Web 2.0 best practices

across the organization

Establish metrics for measuring the impact of

Web 2.0 channels (and continually scout for new

tools in this fast-growing but still nascent area)


Thank You!Chris Koch

Director


ITSMA

[email protected]

+1-781-862-8500, Ext. 115

Julie Schwartz

Senior Vice President


ITSMA

[email protected]

+1-781-862-8500, Ext. 112

Web 2.0 Gets Strategic

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