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Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on …

Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.

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  • Technology companies are challenged to influence numerous types of people.Each person requires different information to believe in the brand, to build a connection or willingness to consider it. But, The most damage you can do is getting your target audience to tune you out. You don’t want to spam the market with general content. Instead, you can build content that speaks to the type of influencer (IT, CXO, Business decision-maker) showing him/her the value of your solution within their own terms. Your content should also educate your audience based on where they are in the decision-making process. Brand relationships have evolvedSocial media has changed our relationship with brands In the traditional marketing funnel, brands held significant power. They cast a wide net and used paid media to move customers down the funnel in a linear fashion.Now, brand presence has become decentralized. Brands must engage with customers in two-way communication to influence purchases. While the traditional marketing funnel goes from many to few, in the social world, messages spread from few to many. “The impact of social media is far-reaching…It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.”
  • Q6-10: Which of the following information channels influence your decision making.....54% =136/253 North American IT and business decision-makers who participated in awareness stage45% = 127/282 total who participated in scope stage46% = 142/307 total who participated in plan stage47% = 123/264 total who participated in select stage44% = 109/250 total who participated in roll out stageQ6. Which of the following information channels influence your discovery of technologies, products, and solutions to address your business needs? Q7. When you identify or scope business needs for an IT initiative, which of the following information channels influence your decision-making process? Q8. When you craft project plans or formal business requirements for an IT initiative, which of the following information channels influence your decision-making process? Q9. When you select vendors/third party service providers or authorize funding for an IT purchase, which of the following information channels influence your decision-making process? Q10. When you implement or roll out an IT initiative, which of the following information channels influence your decision-making process? Base: North American IT and business decision-makers
  • When using social networks for business purposes, ITDMs are more than twice as likely to use LinkedIn as they are to use personal social networks or microblogs.85% = 338 use any network for biz / 400 total95% = 321 who use LI for biz / 338 use any network for biz45% = 152 who use Facebook for biz / 338 use any network for biz44% = 148 who use Twitter for biz / 338 use any network for bizFrom Q18 / against population that use for businessQ18: For each social network that you visit, please tell us whether you visit that network for personal purposes, business purposes, or both business and personal purposes.
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • ITDMs turn to social networks to validate informationSocial networks influence the entire purchase processKey drivers are trust, efficiency, relevance, and accessConnect & Communicate: sending invites, InMailsResearch people & companies: Company Pages, people search, profile viewingProfessional Insights: Groups, LinkedIn Today, network updates, etc..
  • What kind of content., updates from brands was #2 most expected type of content.
  • What kind of content., updates from brands was #2 most expected type of content.

Transcript

  • 1. IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingNorth America Commissioned study conducted by:
  • 2. 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 2
  • 3. 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 3
  • 4. 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* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 4
  • 5. 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 5
  • 6. 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 6
  • 7. 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 7
  • 8. 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 8
  • 9. 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 9
  • 10. 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 11pmSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 10
  • 11. 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 11ITDMs: members in IT function, Manager+ Source: Internal data, August 2012
  • 12. Members want a relationship with you 7 out of 10 members expect companies to have a presence on LinkedIn
  • 13. Members want a relationship with you 79% Up-to-date information 51% Product/service information
  • 14. Connecting with and influencing IT Decision-Makers Innovations In Health Smarter Cities Connect Citrix Virtualization Technology SAP Community
  • 15. 66K Views
  • 16. 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 16