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

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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......

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.

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  • 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. 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. Why is it so critical to foster long-term relationships?
  • 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. 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. 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. The IT Committee actively seeks conversations with vendors on social media
  • 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. 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. 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. 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. The vendor shortlist is more exclusive and critical than you think
  • 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. Build relationships to make the short list
  • 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. Building relationships with the right content is critical to being considered
  • 17. Traditional lead generation can hurt relationships… social is about earning leads Sweet Spot Social Relationships Valuable Content Traditional lead generation
  • 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. 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. Engage the IT Committee everywhere they learn FEED MOBILE GROUPS INMAIL
  • 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. Marketers AudienceContent Relationship How LinkedIn can help ©2013 LinkedIn Corporation. All Rights Reserved.
  • 23. 2014 Product Focus in B2B Targeting PersonalizationAttribution Lead capture ©2013 LinkedIn Corporation. All Rights Reserved.
  • 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. 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. 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. A few tricks and tips we’ve learnt
  • 28. foo 28 The 4-1-1 Rule Do This Not This
  • 29. Going Visual Inspiration
  • 30. Empowering Advocates
  • 31. Photo credit: Min-Chieh Chang Going Visual
  • 32. Visual Kicks Texts A** 328,000 Views!
  • 33. The Visual is the New Headline
  • 34. Meet the Experts
  • 35. Integrate Your Presentations Across Multiple Channels
  • 36. Increased referral traffic Social engagement Higher quality leads How do you know if your content is more relevant?
  • 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. HubSpot drives high-quality leads with Sponsored Updates 400% more leads within their target audience than lead generation efforts on other platforms
  • 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. Igniting New Conversations with Sponsored Updates Watch Case Study Video: http://www.youtube.com/watch?v=qwjZodXI2zM&feature=youtu.be