The document discusses a study that found social networks have a dramatic impact on IT purchasing decisions. 60% of IT decision makers reported being influenced by social networks. The top reasons for using social media included learning from trusted peers, finding information efficiently, connecting with relevant vendors, and accessing a broader network. While LinkedIn is the most used social network among IT decision makers, many companies are not effectively engaging customers there. To succeed requires having a strategic plan, providing valuable content, building relationships over time, and being helpful rather than just self-promotional.

1. SERIOUSLY SOCIAL
(Potentially) Startling Information About IT
Buyers and Social Media

2. Social networks now have a
powerful effect on IT and
software buyers.
But you don’t have to believe us …

3. Believe your buyers.

4. Forrester Consulting and
Research Now have conducted
the most extensive study so far
of IT buyers and social networks.

5. Here’s what
they found…

6. Social Networks have a
dramatic impact on the
B2B IT purchasing process.

7. Check out these stats

8. of IT Decision Makers visit
a social network monthly
88%

9. of IT Decision Makers
use at least one social network for
business purposes
85%

10. of IT Decision Makers
have engaged with a vendor
on a social network
73%

11. of IT Decision Makers
have been influenced
by at least one social network
during their decision making
60%

12. 60% of IT decision
makers have had their
decisions influenced
by social networks.
Did you get that?

13. WHY ARE THEY THERE?

14. Top 5 Reasons IT Decision Makers Use
Social Media for Business

15. Top 5 Reasons IT Decision Makers Use
Social Media for Business
• Trust: 58% want to learn from trustworthy peers and 39%
want to learn from experts

16. Top 5 Reasons IT Decision Makers Use
Social Media for Business
• Trust: 58% want to learn from trustworthy peers and 39%
want to learn from experts
• Efficiency: 40% want to quickly find info

17. Top 5 Reasons IT Decision Makers Use
Social Media for Business
• Trust: 58% want to learn from trustworthy peers and 39%
want to learn from experts
• Efficiency: 40% want to quickly find info
• Relevance: 37% want relevant context to connect
with vendors

18. Top 5 Reasons IT Decision Makers Use
Social Media for Business
• Trust: 58% want to learn from trustworthy peers and 39%
want to learn from experts
• Efficiency: 40% want to quickly find info
• Relevance: 37% want relevant context to connect
with vendors
• Access: 49% want access to a broader network

19. MESSAGE TO MARKETERS

20. You must engage these decision
makers with the content they’re
looking for in the places they’re
looking for it.

21. You must take social media
seriously.

22. Your buyers do.

23. But wait.

24. Before you rush in ….

25. You don’t have to be everywhere
right now.
There’s good news.

26. Trying to do everything at once could
actually make you suck.

27. Instead, do one thing right.

28. Start with:

29. Why?

30. Because that’s where your buyers are
0%
10%
20%
30%
40%
50%
60%
70%
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100%
LinkedIn Facebook Twitter
More IT Decision Makers Use LinkedIn

31. In fact,

32. You’d have a hard time
finding an IT decision
maker who uses social
media but doesn’t use
LinkedIn

33. and …

34. 25% of them plan to use
LinkedIn more over the
next year.

35. 2.4 Million
Technology Managers

36. 5.5 Million
C-Level Executives

37. 61,969
Purchasing Agents

38. right now
On LinkedIn

39. That’s the good news.

40. Here’s the bad news.

41. People are piling on by the thousands

42. Two new members every second

43. They’re doing it wrong.
And they’re raising the noise level.

44. HOW TO GET IT RIGHT

45. To succeed on LinkedIn you need to have a
strategy and a plan. If you just jump in and start
dabbling, you won’t get around the noise. You will
BE the noise.
How to get LinkedIn right
1. Be strategic

46. No matter how fabulous you are as a person,
buyers want something more from you. They
want your expertise. They want you to help them.
You’ll need content that provides value.
How to get LinkedIn right
1. Be prepared

47. Great relationships are not built in two seconds.
They evolve over time. Try to push too far too
fast and you’ll drive people away. Just like in the
off-line world.
How to get LinkedIn right
3. Be patient

48. Your buyers are looking for expertise to help
them solve problems and make better buying
decisions. Sometimes they need product or
service information. Sometimes they don’t.
How to get LinkedIn right
4. Be helpful

49. Familiarity helps build trust. Find groups your
prospects belong to and participate. Post status
updates for your connections (but not too many).
Start your own group and make it a hub of
relevant information and discussions.
How to get LinkedIn right
5. Be active

50. LinkedIn is not a stand-alone sales or marketing
tactic. It’s a place to connect and start
relationships. It’s an opportunity to drive qualified
traffic to your website; to add prospects to your
list. You must be ready to move the relationship
along.
How to get LinkedIn right
6. Be ready to move

51. If you want to know more about
harnessing the power of
LinkedIn for sales or marketing,
click here to check out our blog.
What next?
You might also be interested in joining our
LinkedIn group.

52. Thanks for reading.
See you on LinkedIn.

53. Want some help?
We show IT and software companies how to
use LinkedIn to ramp up sales and marketing
effectiveness. Maybe we can help you.
Contact us for a free LinkedIn strategy
session.