Webinar Presentation: Influencing IT Decisions with Social

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B2B IT buyers are flocking to social networks to help inform purchase decisions and validate information from other sources. In fact, 85% now use social networks for business purposes. As an IT marketer, how do you adapt to this changing digital landscape?

This webinar from February 2013 presented results from a study commissioned by LinkedIn and conducted by Forrester Consulting Group and Research Now.

We also revealed:
• Why and how IT decision makers use social networks
• Which social platforms are most valuable
• How IT marketers like HP have leveraged social to influence decision makers
• Best practices for IT marketers to leverage social in their marketing mix

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  • Challenge• Raise awareness of new brand messages• Deepen engagement with IT decision makers• Customize content for different audiencesSolution• Launch Display Ad campaign to highlight “Make It Matter” campaign• Create Follower Ad campaign to increase Company Page following• Reach precise audiences in 15 target markets• Use Targeted Status Updates to deliver relevant contentWhy LinkedIn?• Precise targeting during campaign and post-campaign• Highly engaged and high-level professional audience• Company Page and Targeted Status Updates offer custom design and content optionsResults• 300,000+ new followers in two months including 112% increase in CXO followers• Strong CXO engagement rate of .15%• Low follower attrition rate of 3%• Significant increase in unaided brand awareness• Followers 2.5 times more likely to recommend HP solutions
  • Challenge• Raise awareness of new brand messages• Deepen engagement with IT decision makers• Customize content for different audiencesSolution• Launch Display Ad campaign to highlight “Make It Matter” campaign• Create Follower Ad campaign to increase Company Page following• Reach precise audiences in 15 target markets• Use Targeted Status Updates to deliver relevant contentWhy LinkedIn?• Precise targeting during campaign and post-campaign• Highly engaged and high-level professional audience• Company Page and Targeted Status Updates offer custom design and content optionsResults• 300,000+ new followers in two months including 112% increase in CXO followers• Strong CXO engagement rate of .15%• Low follower attrition rate of 3%• Significant increase in unaided brand awareness• Followers 2.5 times more likely to recommend HP solutions
  • Webinar Presentation: Influencing IT Decisions with Social

    1. 1. Influencing IT Decisions with Social WebinarTwitter: @AdsOnLinkedIn #inITwebinar Commissioned study conducted by:
    2. 2. Emily Friedman Associate Research Consultant LinkedIn Marketing Solutions Mike Weir Head of Category Development, Tech Sector LinkedIn Marketing Solutions @mikedweir#inITwebinar 2
    3. 3. IT Purchasing Goes SocialThe Pervasive Influence of Social Platforms on IT Buying Commissioned study conducted by:
    4. 4. ITDMs are very active on social networks 88% Visit at least one social network monthly* % of ITDMs who visit each social network monthly or more** 75% 70% 47% #inITwebinar 4* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012 ** LinkedIn/Research Now study of ITDMs in North America, Q3 2012
    5. 5. …especially for business purposes 85% 73% Use social networks Have engaged with for business a vendor on social #inITwebinar 5Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012
    6. 6. Today, 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 years #inITwebinar 6Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn
    7. 7. 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 Networks Microblogs #inITwebinar 7* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    8. 8. 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% ) #inITwebinar 8Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn
    9. 9. 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 network #inITwebinar 9Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    10. 10. EFFICIENCY: LinkedIn makes information research faster LinkedIn Microblogs Personal social networks 54% Enables me to quickly find 42% information 34% ITDMs who use each network #inITwebinar 10Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    11. 11. 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 network #inITwebinar 11Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    12. 12. 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 network #inITwebinar 12Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    13. 13. As a result of value, ITDMs incorporate LinkedIn into their regular work routines 75% of ITDMs visit LinkedIn monthly or more Desktop iPad 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm 9pm 10pm 11pm #inITwebinar 13Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    14. 14. 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 #inITwebinar 14ITDMs: members in IT function, Manager+ Source: Internal data, August 2012
    15. 15. Members want a relationship with you 7 out of 10 members expect companies to have a presence on LinkedIn#inITwebinar 15
    16. 16. Members want a relationship with you 79% Up-to-date information 51% Product/service information#inITwebinar 16
    17. 17. IT decision making continues to be highly complex with IT & business leaders jumping in and out of the process 80 70 Senior Non-IT Non-IT Role 60 Leader CIO 50 IT Role Manager 40 IT Individual Contributor 30 20 Scope Plan Select Implement Review#inITwebinar 17
    18. 18. Connecting with and influencing IT Decision-Makers Innovations In Health Smarter Cities Connect Citrix Virtualization Technology SAP Community#inITwebinar 18
    19. 19. #inITwebinar 66K Views 19
    20. 20. TECHNOLOGY HP: Building emotional connections with followers Objectives  Raise awareness of new brand messages  Deepen engagement with IT decision makers  Customize content for different audiences Products  Targeted display ads  Follower ads  Company Page  Targeted status updates Results 112% increase in CXO followers 2.5xmore likely to recommend HP solutions#inITwebinar LinkedIn ©2013 All Rights Reserved MARKETING.LINKEDIN.COM 20
    21. 21. SOFTWARE Hubspot: Building thought leadership Objectives  Engage with B2B marketing professionals  Raise awareness of HubSpot’s inbound marketing expertise  Set HubSpot apart from competitors Products  LinkedIn Group  Company Page  Targeted status updates Results 88k+ Members for its LinkedIn Group 26k+Followers for its Company Page#inITwebinar LinkedIn ©2013 All Rights Reserved MARKETING.LINKEDIN.COM 21
    22. 22. 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#inITwebinar 22
    23. 23. Thank You! Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories Learn how you can reach this audience: marketing.linkedin.com/contact#inITwebinar 23

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