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Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
Social Bridge to the IT Committee
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Social Bridge to the IT Committee

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To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.

To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.

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  • 1. The Social Bridge to the IT Committee How trusted content on social media builds relationships with IT buyers Canada Commissioned study conducted by:
  • 2. Buyers are highly informed, savvy, and demanding 60% Through decision making process First contact with brand Source: CEB, “The Digital Evolution in B2B Marketing”, 2012 2
  • 3. Tech companies risk being on the sidelines if they don’t educate and help Implications Less exposure to client and prospect projects TECH COMPANIES Decrease in lead potential Limiting long-term perception as a trusted partner and thought leader 3
  • 4. Social media can help bridge the gap and build relationships TECH COMPANIES 4
  • 5. Why is it so critical to foster long-term relationships?
  • 6. These scarce influencers include more than the IT department and the Executive team THE IT COMMITTEE They work cross functionally 48% Work outside of IT Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 They include individual contributors and managers 58% are individual contributors or managers 6
  • 7. LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork to understand today’s B2B IT Committee What are they thinking? 126 IT Committee members in Canada What are they saying? 3,000 tech posts from public LinkedIn Groups What are they doing? IT decision makers on LinkedIn comScore: Q3 2013 SMG / Mashwork: 2012 LinkedIn data: Q2 2013 7
  • 8. Key Findings Social media is not just for connecting with peers. The IT Committee actively seeks insights & conversations with vendors. The vendor shortlist is more exclusive and critical than you think. Make the vendor shortlist by fostering long-term relationships, while serving short-term needs via lead generation. Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 8
  • 9. The IT Committee actively seeks conversations with vendors on social media 9
  • 10. Nearly all of the IT Committee use social networks Use social network monthly for business 89% 95% 91% 2012 2013 LinkedIn leads all social platforms 77% Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 10
  • 11. The reason? Social media – LinkedIn especially – provides them with trust, efficiency, relevance, and access T E R A Trust Efficiency Relevance Access 56% Learn from trustworthy peers 36% 36% 43% Quickly find information Relevant context to connect with vendors Access a broader network Source: Commissioned study conducted by Forrester Consulting in Canada on behalf of LinkedIn, Q3 2012 11
  • 12. TERA continues to drive even deeper utilization across the entire IT decision process Influence of social media at each stage of decision making 79% 65% 68% 63% 64% Implement Awareness YoY Increase Scope Plan Select 26% 34% 51% 24% Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 48% 12
  • 13. As tech decision makers use social to learn and debate, they’re looking to vendors to participate 68% 79% Open to connecting with vendors on social Ready to have a conversation with a vendor on social Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 13
  • 14. The vendor shortlist is more exclusive and critical than you think 14
  • 15. The IT Committee already have a good idea who they want to work with Only 3 vendors make their short list 96% purchased from a vendor that made the short list Only 1 in 10 purchased from a new vendor Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 15
  • 16. How do you make the short list if you are a new vendor?
  • 17. Old ways of communicating don’t work and can turn off your audience Top 5 reasons the IT Committee doesn’t connect with a vendor on a social network 01 03 02 Don’t want to receive a lot of marketing materials Don’t believe would provide any info that is relevant to my job Don’t believe would provide any credible information 05 04 Talk too much about themselves Not thought leaders in the category Source: commissioned study conducted by comScore inin Canada on behalf of LinkedIn, Q3 2013 Source: commissioned study conducted by comScore Canada on behalf of LinkedIn, Q3 2013 17
  • 18. Building relationships with the right content is critical to being considered 18
  • 19. The IT Committee are interested in a diverse range of topics – earn more interest with multiple types of content Top types of information sought in each stage of IT decision-making process: AWARENESS SCOPE PLAN SELECT IMPLEMENT IT industry news / strategy info Diagnostic / assessment tools Product / solution demo / software trial Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 19
  • 20. Senior decision makers are 2X more likely to have shared and engaged with product / industry news "Windows 8 is gold: Release date just days away [link] #ITBW for @computerworld by @richi $MSFT” "It's nice to hear that Asian companies are starting to adopt e-learning. [Link] Elearning going mobile in Asia | ZDNet” Junior Decision Maker, Twitter Senior Decision Maker, LinkedIn Groups 3,217 IT Decision Makers engaged with this article on LinkedIn in June Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012 20
  • 21. Senior decision makers were 11.5X more engaged with thought leadership content 1,345 IT Decision Makers engaged with this post on LinkedIn in June Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012 21
  • 22. Junior decision makers were 39% more engaged with best practice content "An interesting and insightful article elaborating on the innovative applications of analytics to enhance VAS revenues.... [Link]" Junior Decision Maker, LinkedIn Group Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012 22
  • 23. Build relationships to make the short list 23
  • 24. Traditional lead generation needs to be blended with social to earn leads Sweet Spot Traditional lead generation Social Relationships Valuable Content 24
  • 25. Context matters. Credibility and trust drive brand perception and willingness to consider a vendor for the shortlist % who trust LinkedIn more than other websites LinkedIn Same Other websites Connecting more efficiently with vendors and relevant companies 35% 41% 25% Talking about my experience with IT vendors 38% 43% 19% Receiving information relevant to my IT decisions 35% Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 41% 24% 25
  • 26. The IT Committee are more likely to engage with their vendors on LinkedIn than on other social networks Following their vendor LINKEDIN IS USED 69% more often than other social networks Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 26
  • 27. Likelihood of getting a meeting with the IT Committee increases as vendors engage with this audience on LinkedIn Pre-Purchaseperson VendorReceived a demo Engagement by Met with the vendor in # Attended a webinar from vendor Did a liveon LinkedIn of Types of Engagement chat with vendor 80% 60% 40% 20% 0% NONE 2+ TYPES # of types of engagement with vendor on LinkedIn before purchase Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 27
  • 28. Vendors who interact with the IT Committee at a high rate are more likely to create promoters Engagement on LinkedIn Prior To Purchase Vendor Net Promoter Score NONE 36 Source: commissioned study conducted by comScore in Canada on behalf of LinkedIn, Q3 2013 2+ TYPES 67 28
  • 29. Engage the IT Committee everywhere they learn FEED GROUPS INMAIL MOBILE 29
  • 30. Earn leads and build relationships with content SLIDESHARE CHANNEL SLIDESHARE CONTENT ADS PERSONALIZED INSIGHTS VIA API SPONSORED UPDATES 30
  • 31. Implications for IT Marketers 01 Target more than IT functions in your campaigns. 02 Ensure your content is authentic, valuable, timely, and customized by decision stage and seniority. 03 Start earning leads via social in addition to buying leads. 04 05 Focus on building relationships to get on the short list. Begin tracking how often and for what clients you make the short list. 31

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