ims presentation_idc insights community oct 2009
DESCRIPTION
In July 2008, IDC launched a plan to build an on-line B2B community. This case study session highlights how IDC went from start to launch in just 8 months and how the community has developed since it's March 2009 debut. Miriam highlights the year in review and the lessons learned along the way -- from internal training bumps and messy metrics to new marketing partnerships, dashboards tied to new business activities, and unexpected business development success stories. It's been quite a year! Presented By: Miriam Kutcher Vice President Marketing IDCTRANSCRIPT
Copyright 2009 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Bringing New School Marketing to an Old School Organization The IDC Insights Community
Miriam Kutcher, Vice President, MarketingIDCInbound Marketing Summit, October 2009
Oct-09 2© 2009 IDC http://idc-insights-community.com
IDC is the premier independent global market intelligence, events, and advisory firm for information technology, telecommunications, and consumer technology markets (ICT)
More than 1,000 IDC analysts in over 110 countries
Industry-focused business units within IDC
Research designed to help Technology Buyers make better business decisions
IDC & Insights OverviewIDC & Insights Overview
Oct-09 3© 2009 IDC http://idc-insights-community.com
IDC Insights Community GoalsIDC Insights Community Goals
External Goal:
To create a forum for IT and business professionals to discuss technology issues within the context of their business
Internal Goals:
To extend our reach, influence, and business with technology buyers Launch the Community in Q1 2009 with a complete rollout of all 6 groups
before the end of our fiscal year (September 30th, 2009)
Increase our end-user sales channel by 10% in Year 1
Reach 5,000 Members Year 1
Based upon our 8,000+ active monthly newsletter subscribers
Oct-09 4© 2009 IDC http://idc-insights-community.com
Buy vs. BuildBuy vs. Build
Photo Credit: Flickr/Meremail
Oct-09 5© 2009 IDC http://idc-insights-community.com
Rating Potential VendorsRating Potential Vendors
As of Sept 2008
Oct-09 6© 2009 IDC http://idc-insights-community.com
Rating Potential VendorsRating Potential Vendors
As of Sept 2008
Oct-09 7© 2009 IDC http://idc-insights-community.com
IDC Insights CommunityIDC Insights Community
Community Goal:To create a forum for IT and business professionals to discuss technology issues within the context of their business
Features Include:Networking – Invite, Find and Interact with Analysts and Other Members
Analyst Blogs and Videos
Discussion Forums
Live Chat
Polls
Events Calendar
Resource Library/Complimentary Research
Industries Covered:Financial Services
Health/Life Sciences
Manufacturing
Retail
Energy
Government
http://idc-insights-community.com
Oct-09 8© 2009 IDC http://idc-insights-community.com
The Pros & Cons (6 Month Mark…)The Pros & Cons (6 Month Mark…)
Photo Credit: Scott Beale/Laughing Squid
PROS
Our analysts are content machines
Sales enablement
Clients love it – being first gets the buzz
CONS
Analyst learning curve
Engagement level is low
B-to-B Communities are slow growth
Oct-09 9© 2009 IDC http://idc-insights-community.com
Expanding Our Reach: Guest Blogging, LinkedIn, Newswire Expanding Our Reach: Guest Blogging, LinkedIn, Newswire
Oct-09 10© 2009 IDC http://idc-insights-community.com
Platform Analytics & ReportingPlatform Analytics & Reporting
Oct-09 11© 2009 IDC http://idc-insights-community.com
Platform Analytics & ReportingPlatform Analytics & Reporting
Oct-09 12© 2009 IDC http://idc-insights-community.com
Dashboard MetricsDashboard Metrics
Oct-09 13© 2009 IDC http://idc-insights-community.com
Dashboard MetricsDashboard Metrics
Oct-09 14© 2009 IDC http://idc-insights-community.com
Dashboard MetricsDashboard Metrics
Oct-09 15© 2009 IDC http://idc-insights-community.com
Dashboard MetricsDashboard Metrics
Oct-09 16© 2009 IDC http://idc-insights-community.com
Dashboard MetricsDashboard Metrics
Oct-09 17© 2009 IDC http://idc-insights-community.com
Top 5 Lessons LearnedTop 5 Lessons Learned
Photo Credit: Flickr/Color Fields
1. Clear strategic goals set the right discussions and framework every time.
2. An Executive Sponsor’s support is invaluable.
3. Expect to spend significant time continuously internally marketing the program.
4. Training is an on-going process in a constantly changing media.
5. Measurement: Where there is a will, there is a way.
Oct-09 18© 2009 IDC http://idc-insights-community.com
QuestionsQuestions
Miriam Kutcher
(T) 508.988.6964
Twitter.com/MiriamKutcher
LinkedIn.com/in/MiriamKutcher
http://idc-insights-community.comPhoto Credit: Flickr/JohnHars