IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingMarcel MolenaarLinkedin Benelux
2
Our Mission.Connect the world’s professionalsto make them more productive and successful
200,000,000 +registered members (as of January 9th 2013)                   UK                                             ...
The value we bring to our members      Identity           Insights           Everywhere Connect, find and   Be great at wh...
ContentJobs       Jobs
Reach receptive, professional audiences on LinkedIn      Quality Audience                                                 ...
IT decision making continues to be highly complex with IT& business leaders jumping in and out of the process8070         ...
In fact, social networks influence the ENTIRE decision      making process                                                ...
LinkedIn is the preferred choice for IT decision makers                                    Social networks used for busine...
Why do ITDMs turn to social networks?                       T                      Trust                                  ...
TRUST: LinkedIn as a trusted channel to learn from      peers and connect with vendors                                    ...
EFFICIENCY: LinkedIn makes information      research faster                                                              L...
RELEVANCE: LinkedIn provides a more relevant      context to connect with vendors                                         ...
ACCESS: LinkedIn provides a broader network of      peers and experts                                                     ...
As a result of value, ITDMs incorporate LinkedIn into     their regular work routines                                     ...
Content flows across screens
ITDMs are especially active in leveraging features and tools        on LinkedIn, compared to the average professional     ...
Members want a relationship with you            79%            7 out of 10            Up-to-date information              ...
Connecting with and influencing IT Decision-Makers            Innovations In Health                Smarter Cities Connect ...
Start by establishing your company presence         2.8M+          Active                        Company                  ...
Create brand advocates   “   Through LinkedIn, we are    working to identify and empower     influential brand advocates t...
Key Take-Aways Develop a trusted presence on the most relevant channels Communicate during the entire purchase process ...
Thank you                          Marcel Molenaar                          Head of Marketing Solutions Benelux           ...
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LinkedIn presentatie van Marcel Molenaar op Next Marketing 2013

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LinkedIn presentatie van Marcel Molenaar op Next Marketing 2013

  1. 1. IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingMarcel MolenaarLinkedin Benelux
  2. 2. 2
  3. 3. Our Mission.Connect the world’s professionalsto make them more productive and successful
  4. 4. 200,000,000 +registered members (as of January 9th 2013) UK NL 11M 3M+ + DACH 3M+ France 4M+ Italy Canada Spain 4M+ 7M+ EMEA 3M+ USA 50M+ 74M+ India Brazil 18M+ Australia 11M+ South Africa 3M+ 2M+ 4
  5. 5. The value we bring to our members Identity Insights Everywhere Connect, find and Be great at what We work where our be found you do members work 5
  6. 6. ContentJobs Jobs
  7. 7. Reach receptive, professional audiences on LinkedIn Quality Audience Professional Context Reach the most influential, affluent, and educated audiences at scale 2x more confident in info found on LinkedIn than other social sites66LinkedIn Global Follower Report, March 2012 7
  8. 8. IT decision making continues to be highly complex with IT& business leaders jumping in and out of the process8070 Senior Non-IT Non-IT Role60 Leader CIO50 IT Role Manager40 IT Individual Contributor3020 Scope Plan Select Implement Review 8
  9. 9. In fact, social networks influence the ENTIRE decision making process Stages of decision making 54% 45% 46% 47% 44% Awareness Scope Plan Select Implement 74% 96% 68% 76% Increase in Increase in Increase in Increase in past 2 years past 2 years past 2 years past 2 yearsSource: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 9
  10. 10. LinkedIn is the preferred choice for IT decision makers Social networks used for business in the past year*: Among ITDMs who use at least one for business 95% 45% 44% LinkedIn Personal Social Microblogs Networks* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 10
  11. 11. Why do ITDMs turn to social networks? T Trust E Efficiency R Relevance A Access learn from quickly relevant context access a trustworthy find information to connect broader network peers (40%) with vendors (49%) (58%) (37% )Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 11
  12. 12. TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors LinkedIn Microblogs Personal social networks 74% Allows me to learn from trustworthy 46% peers 44% 55% Provides a trusted channel for vendor 43% information 32% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 12
  13. 13. EFFICIENCY: LinkedIn makes information research faster LinkedIn Microblogs Personal social networks 54% Enables me to quickly find 42% information 34% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 13
  14. 14. RELEVANCE: LinkedIn provides a more relevant context to connect with vendors LinkedIn Microblogs Personal social networks 72% Provides a relevant context to connect 52% with vendors 39% 71% Surfaces insights that are relevant to 49% my needs 41% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 14
  15. 15. ACCESS: LinkedIn provides a broader network of peers and experts LinkedIn Microblogs Personal social networks 86% Provides access to a broader network 54% of peers 54% 70% Provides opportunities to learn from 49% experts 35% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 15
  16. 16. As a result of value, ITDMs incorporate LinkedIn into their regular work routines 75% of ITDMs visit LinkedIn monthly or more Desktop iPad 10am 3pm 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 11am 12pm 1pm 2pm 5pm 6pm 7pm 9pm 10pm 11pmSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 16
  17. 17. Content flows across screens
  18. 18. ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional Compared to the average user, ITDMs on LinkedIn are: 3X more connected 4X more likely to follow tech companies on LinkedIn 60% more likely to use LinkedIn Today 18ITDMs: members in IT function, Manager+ Source: Internal data, August 2012
  19. 19. Members want a relationship with you 79% 7 out of 10 Up-to-date information members expect companies 51% to have a presence on LinkedIn Product/service information
  20. 20. Connecting with and influencing IT Decision-Makers Innovations In Health Smarter Cities Connect Citrix Virtualization Technology SAP Community
  21. 21. Start by establishing your company presence 2.8M+ Active Company Pages
  22. 22. Create brand advocates “ Through LinkedIn, we are working to identify and empower influential brand advocates to increase word of mouth and “ awareness of our products. Heesun Kim Director of Media & Digital Marketing, Samsung
  23. 23. Key Take-Aways Develop a trusted presence on the most relevant channels Communicate during the entire purchase process Target influencers who can spread your message Provide insights that are relevant to the context Listen to when, where, and how ITDMs want to engage 23
  24. 24. Thank you Marcel Molenaar Head of Marketing Solutions Benelux +316 1500 1047 mmolenaar@linkedin.comLinkedIn Confidential ©2013 All Rights Reserved
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