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UBM TechWeb Social Media at Work

by UBM TechWeb on Mar 16, 2011

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Hi my name is Scott Vaughan and I am on the marketing team at UBM TechWeb. UBM TechWeb is a media and business information company that serves millions of Technology buyers and works with thousands of Tech marketers. Today, I would like to share with you NEW research and insights on the use of social media for IT professionals and IT marketers – Social Media AT WORK. This 5-minute summary will give you the highlights of the state of social media amongst B2B technology stakeholders, as well as top line recommendations to jump start your social media efforts. This is just a snapshot. You can get a copy of the full research results by sending me an email to svaughan@techweb.com. My contact information is available both here and at the close of the presentation.
We are clearly in the midst of a major revolution in the way people communicate and collaborate. We know this from our family’s use of Facebook and our kid’s use of all things social. We want to explore what it means for PROFESSIONAL IT DECISION MAKING and FOR B2B MARKETING. We commissioned “Social Media at Work” to better understand IT decision makers AND IT marketers use and views on SOCIAL MEDIA in B2B environments.
Let’s start with Tech Buyers.IT decision makers are embracing social media as a useful tool @ work. These are much, much larger social media usage numbers than what we have seen over the past 2 years. In fact, Tech Decision makers are spending 13% of their time on social networks. It is becoming part of their daily professional life. More importantly - 40% will increase usage in the next year. Why the shift?IT has become very involved in setting and deploying social media and web technologies for their organizations – you may know this as Enterprise 2.0. What we are seeing is that IT people use social media as technology and vendor B.S. meters. They ask peers and identify and follow experts to gage opinion and keep pace
LinkedIn and blogs are the 2 most useful social media tools for professionals. We say “professional” becausecontext is proven to be important within social media. This is especially true for IT decision makers who may be actively researching or networking for specific information. This is an important takeaway. Delivering content in context – useful information at the right time – is as important with social media as it is in all communications platform.
So, how are IT decision makers using social media? Here, we have identified another big shift in usage. IT decision makers are using social networks to learn about your products and to get technology information. There is also a powerful INFLUENCER effect going on here. More than 1/3 of tech decision makers learn about new companies and brands from social media and networks. For emerging and startup companies, this is a tool to build buzz powered by the community and influencers.
NOW, let’s transition and spend a few minutes to understand what Tech Marketers are doing…. Most tech marketers see the importance of developing a social media plan, but have not yet developed a strategy. This is very understandable as we are still learning and experimenting. And, the social media applications are getting better and better. Smartphones, Ipads and the like will only accelerate this. This is the famous French painting called RenoitAjur. There is no better representation of two people who have embraced but are veiled in mystery and are not YET seeing eye to eye.
This study identifies a significant gap between what social media marketers deploy and what social media IT buyers are using. As you can see, Facebook, Twitter, LinkedIn were ranked as the top three most influential sites by marketers. However, as we reviewed earlier, LInkedin and corporate blogs are the preferred mediums today by IT pros. This is a disconnect. Another key takeaway is that corporate blogs are more influential than marketers believe, and not fully being utilized as social media communications. The simple message is here is DO YOUR HOMEWORK and make sure you are present and participating where your target audience is going, not JUST the sites you or your bosses find valuable.
We have now had a chance to review the research highlights and very top line results from Social Media @ Work. So let’s walkthrough some recommendations and best practices to jump start your social media efforts. Social Media is a powerful, authentic communications tool that allows you to listen and communicate like never before. Take time to learn and experiment – DON’T WAIT, JUMP IN! Social Media is an ideal way to get your subject matter experts and management both listening and sharing their point of view. Yes, you may need to help them to show them the way - lead by example. Remember, Social Media is not typically THE marketing strategy, but rather part of an integrated communications plan to build relationships with influencers, prospects and customers. One of the best pieces of advice is to Think like a publisher and/or an analyst. Use rich content to add value to the conversation across all social media platforms, including corporate blogs Be where your prospects are going. If you are not sure, ask what they are doing and where they are going. Experiment, learn and adapt. Use analytics but don’t lament over numbers. For example, Social media has reach potential but CONTEXT and quality really count when it comes to engaging your best prospects and customers.
Thanks for taking the time with us today. Social Media is all the buzz and now is the time to put it to work. To go deeper and understand what this means for your marketing efforts or to get the full research, please drop me an email at svaughan@techweb.com or visit us at www.createyournextcustomer.com.

UBM TechWeb Social Media at Work — Presentation Transcript

Social Media at Work
How IT Decision Makers and Tech Marketers Are Using Social Media Today
HIGHLIGHTS & SUMMARY
- How tech marketing professionalsuse social media networks to engage IT decision makers
- Identify alignment and gaps between tech marketers and their target audience of tech decision makers
- Recommendations for tech marketers
"Social Media @ Work" Study Objectives
How IT decision makers use social media networks at work
Pg. 2, UBM TechWeb Social Media Research, April 2010. All rights reserved.
Social Media is NOW Core to IT’s Workflow
40% of IT Pros plan to increase time they spend on social networking sites in the next 12 months.
Q. When consuming media for work purposes, what percentage of the total time you spend with media do you spend with each of the following?
Pg. 3, UBM TechWeb Social Media Research, April 2010. All rights reserved.
Social Networking Sites Most Utilized by IT
LinkedIn and Blogs are Most Used Sources for Work
Social Network | % Use |
Q. Do you use any of the following social media networks or visit these sites?
Q. Which of the following social media networks do you use for personal and professional purposes?
Pg. 4, UBM TechWeb Social Media Research, April 2010. All rights reserved.
If Tech Decision Makers are Revving up, Where are Tech Marketers with using Social Media?
Still wearing a veil and not quite see eye to eye!
Pg. 6, UBM TechWeb Social Media Research, April 2010. All rights reserved.
- Take time to learn and experiment by diving in – DO NOT WAIT!
- Get top management and your employee subject matter experts participating
- Integrate social media as part of your overall marketing strategy, not stand alone
- Use rich, contextual content to add value to the conversation across all platforms; think like a publisher and/or analyst
- Go beyond Twitter & Facebook: find out which platforms your customers are using professionally and be there
- Use analytics but don’t fall in love with JUST the numbers – look for quality engagement
Recommendations: Social Media & Tech Marketing
Pg. 8, UBM TechWeb Social Media Research, April 2010. All rights reserved.
Thank you for your time
- View all of our technology marketing research at CreateYourNextCustomer.com/MarketResearch
- To receive alerts on our technology marketing best practices and market research, sign up to receive our monthly newsletter.
Social Media at Work
How IT Decision Makers and Tech Marketers Are Using Social Media Today

UBM TechWeb Social Media at Work

by UBM TechWeb on Mar 16, 2011

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UBM TechWeb Social Media at Work — Presentation Transcript