IMS Presentation_IDC Insights Community Oct 2009

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


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


Buy vs. BuildBuy vs. Build

Photo Credit: Flickr/Meremail


Rating Potential VendorsRating Potential Vendors

As of Sept 2008


Rating Potential VendorsRating Potential Vendors

As of Sept 2008


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

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


Expanding Our Reach: Guest Blogging, LinkedIn, Newswire Expanding Our Reach: Guest Blogging, LinkedIn, Newswire


Platform Analytics & ReportingPlatform Analytics & Reporting


Platform Analytics & ReportingPlatform Analytics & Reporting


Dashboard MetricsDashboard Metrics










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.


QuestionsQuestions

Miriam Kutcher

(T) 508.988.6964

(E) [email protected]

Twitter.com/MiriamKutcher

LinkedIn.com/in/MiriamKutcher

http://idc-insights-community.comPhoto Credit: Flickr/JohnHars

IMS Presentation_IDC Insights Community Oct 2009

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