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

1. Influencing IT Decisions with Social Webinar
Twitter: @AdsOnLinkedIn
#inITwebinar
Commissioned study conducted by:

2. Emily Friedman
Associate Research Consultant
LinkedIn Marketing Solutions
Mike Weir
Head of Category Development, Tech Sector
LinkedIn Marketing Solutions
@mikedweir
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3. IT Purchasing Goes Social
The Pervasive Influence of Social Platforms on IT Buying
Commissioned study conducted by:

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%
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* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012 ** LinkedIn/Research Now study of ITDMs in North America, Q3 2012

5. …especially for business purposes
85% 73%
Use social networks Have engaged with
for business a vendor on social
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Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012

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
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Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

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
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* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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% )
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Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

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
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

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
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ITDMs: members in IT function, Manager+ Source: Internal data, August 2012

15. Members want a relationship with you
7 out of 10
members expect companies
to have a presence on LinkedIn
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16. Members want a relationship with you
79%
Up-to-date information
51%
Product/service information
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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
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18. Connecting with and influencing IT Decision-Makers
Innovations In Health
Smarter Cities Connect
Citrix Virtualization
Technology
SAP Community
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19. #inITwebinar
66K Views
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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
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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
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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
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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
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