Your SlideShare is downloading. ×
0
The Social Bridge
to the IT Committee
How trusted content on social media
builds relationships with IT buyers
Commissioned...
Through decision
making process
60%
Buyers are highly informed, savvy, and demanding
Source: CEB, “The Digital Evolution i...
Why is it so critical to foster
long-term relationships?
THE IT COMMITTEE
They work
cross functionally
45% Work outside of IT
They include individual
contributors and managers
50%...
LinkedIn partnered with comScore, Starcom MediaVest Group,
and Mashwork to understand today’s B2B IT Committee
comScore: Q...
Key Findings
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Make the vendor ...
The IT Committee actively seeks
conversations with vendors on
social media
Nearly all of the IT Committee use social networks
Source: commissioned study conducted by comScore in Australia on behalf...
The reason? Social media – LinkedIn especially – provides
them with trust, efficiency, relevance, and access
Source: Commi...
TERA continues to drive even deeper utilization across the
entire IT decision process
Source: commissioned study conducted...
As the IT Committee use social to learn and debate, they’re
looking to vendors to participate
Source: commissioned study c...
The vendor shortlist is
more exclusive and critical
than you think
The IT Committee already have a good idea who they want to
work with
Source: commissioned study conducted by comScore in A...
Build relationships to make
the short list
Old ways of communicating don’t work and can turn off your
audience
Source: commissioned study conducted by comScore in Au...
Building relationships with the right content is critical to
being considered
Traditional lead generation can hurt relationships… social is
about earning leads
Sweet Spot
Social
Relationships
Valuable...
Context matters. Credibility and trust drive brand perception
and willingness to consider a vendor for the shortlist
2 x m...
Vendors who interact with the IT Committee at a high rate are
more likely to create promoters
Source: commissioned study c...
Engage the IT Committee everywhere they learn
FEED
MOBILE
GROUPS
INMAIL
Implications for IT Marketers
01
02
03
04
Target more than IT functions in your campaigns.
Ensure your content is authenti...
Marketers AudienceContent
Relationship
How LinkedIn can help
©2013 LinkedIn Corporation. All Rights Reserved.
2014 Product Focus in B2B
Targeting PersonalizationAttribution Lead capture
©2013 LinkedIn Corporation. All Rights Reserve...
Build relationships and earn leads by participating
24
SLIDESHARE CHANNEL
SPONSORED UPDATES
CAPTURING HAND-RAISERS
PERSONA...
TrendIn – social listening for your target audience
Trending content analytics to see spiking trends and define
content st...
LinkedIn Confidential ©2013 All Rights Reserved
103
Peers:
of
Best in class
influence
Weaker content
influence
0
500
1,000...
A few tricks and tips we’ve learnt
foo 28
The 4-1-1 Rule
Do This Not This
Going Visual
Inspiration
Empowering Advocates
Photo credit: Min-Chieh Chang
Going Visual
Visual Kicks Texts A**
328,000
Views!
The Visual is the New Headline
Meet the Experts
Integrate Your Presentations Across Multiple Channels
Increased
referral traffic
Social
engagement
Higher
quality leads
How do you know if your content is more relevant?
Adobe drives thought leadership
with Sponsored Updates
 50%
 more likely to agree that
Adobe is “shaping the future
of d...
HubSpot drives high-quality leads
with Sponsored Updates
400%
more leads within their target
audience than lead generation...
165K+
Followers
88%
Smart phone intenders
3X
Purchase Samsung
2X
Recommend Samsung
Content marketing produces
results
How ...
Igniting New Conversations
with Sponsored Updates
Watch Case Study Video: http://www.youtube.com/watch?v=qwjZodXI2zM&featu...
Sydney Tech Breakfast: Presenting the Social Bridge to the IT Committee
Upcoming SlideShare
Loading in...5
×

Sydney Tech Breakfast: Presenting the Social Bridge to the IT Committee

462

Published on

New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
462
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Sydney Tech Breakfast: Presenting the Social Bridge to the IT Committee"

  1. 1. The Social Bridge to the IT Committee How trusted content on social media builds relationships with IT buyers Commissioned study conducted by:Australia
  2. 2. Through decision making process 60% Buyers are highly informed, savvy, and demanding Source: CEB, “The Digital Evolution in B2B Marketing”, 2012 First contact with brand
  3. 3. Why is it so critical to foster long-term relationships?
  4. 4. THE IT COMMITTEE They work cross functionally 45% Work outside of IT They include individual contributors and managers 50% are individual contributors or managers These scarce influencers include more than the IT department and the Executive team Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
  5. 5. LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork to understand today’s B2B IT Committee comScore: Q3 2013 SMG / Mashwork: 2012 LinkedIn data: Q2 2013 What are they thinking? 100 IT Committee members What are they saying? 3,000 tech posts from public LinkedIn Groups What are they doing? IT decision makers on LinkedIn
  6. 6. Key Findings Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 Make the vendor shortlist by fostering long-term relationships, while serving short-term needs via lead generation. The vendor shortlist is more exclusive and critical than you think. Social media is not just for connecting with peers. The IT Committee actively seeks insights & conversations with vendors.
  7. 7. The IT Committee actively seeks conversations with vendors on social media
  8. 8. Nearly all of the IT Committee use social networks Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 2013 90%95% 2012 78% Use social network monthly for business
  9. 9. The reason? Social media – LinkedIn especially – provides them with trust, efficiency, relevance, and access Source: Commissioned study conducted by Forrester Consulting in Australia on behalf of LinkedIn, Q3 2012 Access A Access a broader network 50% Relevance R Relevant context to connect with vendors 34% Efficiency E Quickly find information 47% Trust T Learn from trustworthy peers 66%
  10. 10. TERA continues to drive even deeper utilization across the entire IT decision process Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 37%36% 22% 48% 71% Implement 66% Select 74% Plan 69% Scope 76% Awareness 81% Influence of social media at each stage of decision making YoY Increase
  11. 11. As the IT Committee use social to learn and debate, they’re looking to vendors to participate Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 61% Open to connecting with vendors on social Ready to have a conversation with a vendor on social 76%
  12. 12. The vendor shortlist is more exclusive and critical than you think
  13. 13. The IT Committee already have a good idea who they want to work with Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 vendors make their short listOnly 3 purchased from a vendor that made the short list93% purchased from a new vendorOnly 1 in 5
  14. 14. Build relationships to make the short list
  15. 15. Old ways of communicating don’t work and can turn off your audience Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 15 Top 5 reasons the IT Committee doesn’t connect with a vendor on a social network 02 Talk too much about themselves 03 Don’t believe would provide any credible information 01 Don’t want to receive a lot of marketing materials 04 Not thought leaders in the category Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 05 None of my peers are following them
  16. 16. Building relationships with the right content is critical to being considered
  17. 17. Traditional lead generation can hurt relationships… social is about earning leads Sweet Spot Social Relationships Valuable Content Traditional lead generation
  18. 18. Context matters. Credibility and trust drive brand perception and willingness to consider a vendor for the shortlist 2 x more people trust LinkedIn over other websites for Connecting more efficiently with vendors and relevant companies Receiving information relevant to my IT decisions Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
  19. 19. Vendors who interact with the IT Committee at a high rate are more likely to create promoters Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 Engagement on LinkedIn Prior To Purchase Vendor Net Promoter Score 24 NONE 70 2+ TYPES
  20. 20. Engage the IT Committee everywhere they learn FEED MOBILE GROUPS INMAIL
  21. 21. Implications for IT Marketers 01 02 03 04 Target more than IT functions in your campaigns. Ensure your content is authentic, valuable, timely, and customized by decision stage and seniority. Start earning leads via social in addition to buying leads. Focus on building relationships to get on the short list. Begin tracking how often and for what clients you make the short list.05 ©2013 LinkedIn Corporation. All Rights Reserved.
  22. 22. Marketers AudienceContent Relationship How LinkedIn can help ©2013 LinkedIn Corporation. All Rights Reserved.
  23. 23. 2014 Product Focus in B2B Targeting PersonalizationAttribution Lead capture ©2013 LinkedIn Corporation. All Rights Reserved.
  24. 24. Build relationships and earn leads by participating 24 SLIDESHARE CHANNEL SPONSORED UPDATES CAPTURING HAND-RAISERS PERSONALIZED INSIGHTS VIA API ©2013 LinkedIn Corporation. All Rights Reserved.
  25. 25. TrendIn – social listening for your target audience Trending content analytics to see spiking trends and define content strategy ©2013 LinkedIn Corporation. All Rights Reserved. Spiking Trend Long-Term Trending Topic Popularity Time Period Catching trending topics Defining content strategy
  26. 26. LinkedIn Confidential ©2013 All Rights Reserved 103 Peers: of Best in class influence Weaker content influence 0 500 1,000 1,500 2,000 2,500 3,000 3,500 IBM CMIScore DUMMY DATA Content Marketing Index – measuring impact & influence Here is how your content marketing influence ranks among your target audience for your key topic Audience = High-tech professionalsWHO: Topic = Big dataWHAT: • Accenture • Cognizant • Dell • HP • Infosys • Microsoft • Oracle • Tata Consultancy • Wipro
  27. 27. A few tricks and tips we’ve learnt
  28. 28. foo 28 The 4-1-1 Rule Do This Not This
  29. 29. Going Visual Inspiration
  30. 30. Empowering Advocates
  31. 31. Photo credit: Min-Chieh Chang Going Visual
  32. 32. Visual Kicks Texts A** 328,000 Views!
  33. 33. The Visual is the New Headline
  34. 34. Meet the Experts
  35. 35. Integrate Your Presentations Across Multiple Channels
  36. 36. Increased referral traffic Social engagement Higher quality leads How do you know if your content is more relevant?
  37. 37. Adobe drives thought leadership with Sponsored Updates  50%  more likely to agree that Adobe is “shaping the future of digital marketing”  2.5× more likely to agree Adobe’s Sponsored Updates capture their attention  79%  more likely to agree that Adobe can help optimize their media spend
  38. 38. HubSpot drives high-quality leads with Sponsored Updates 400% more leads within their target audience than lead generation efforts on other platforms
  39. 39. 165K+ Followers 88% Smart phone intenders 3X Purchase Samsung 2X Recommend Samsung Content marketing produces results How LinkedIn Followers boosted a brand The Story of Samsung Mobile
  40. 40. Igniting New Conversations with Sponsored Updates Watch Case Study Video: http://www.youtube.com/watch?v=qwjZodXI2zM&feature=youtu.be
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×