Please! Don't Shoot Your Social Media Messenger

It has been quite a week for me. I’ve been finishing off a client study of tech buyer Social Technographics -- 130 enterprises in their home European country. The data is good: consistent with what we had already gathered in our published work (see our April report); but of course, we have collected much more detail around this client’s specific market. But the client does not accept the data.

Curiously, I have had several conversations with tech vendor marketers who doubt our Social Technographics data. Peter Burris and I debated at length last month with an industry marketing manager for a services company. He said that only half of the people he sold to even had a PC (he was selling to Government accounts). And this project client of mine also refuses to believe the data we have collected. Their issue is actually more about being credible in front of their own executives. They are afraid that, because their own executives do not use social media themselves, they’ll reject the concept that 43% of their potential audience are Creators, which is what we found out.

I did provide a clarification on our Social Technographics ladder methodology in response. A Creator population of 43% does not mean that nearly half are writing blogs (that number is actually 28%). Creators is a combination of 5 different questions: it is about publishing a blog post, your own Web pages, uploading a video, uploading audio/music or writing articles and posting them. Whoever does ONE of these things at least monthly is called a Creator. But the chances are still that this client will just shelve the data we have collected, plus the analysis and recommendations on a suitable social media strategy, in order to avoid having to argue against, or educate, their own management.

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Discussing How To Build The Business Case For Social Media

I had the pleasure of hosting an IT Services Marketing Association (ITSMA) workshop, “Building the Business Case for Social Media in B2B Marketing” at our London office this week. There were 12 IT services marketers attending, and we all enjoyed very informative presentations led by Moira Clark, Professor of Strategic Marketing at Henley Business School. Moira has lots of practical experience and did extensive research work for Cisco in 2009. We also heard from DNX Ltd, a marketing agency with several tech vendor clients, as well from LinkedIn.

I certainly learned a lot personally about using social media - there was quite a bit of “hands-on” work: assessing a company’s social media strategy, comparing listening platforms, and launching a community. Here are some of the highlights that I remember most (and consider me an experienced tech marketer now trying to understand the impact of social media on the marketing mix).

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