IT Purchasing Goes Social

2,773 views
2,736 views

Published on

IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape. This deck represents a role up of the UK, France and Germany.

Published in: Career
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,773
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
40
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • ITDMs turn to social networks to validate informationSocial networks influence the entire purchase processKey drivers are trust, efficiency, relevance, and accessConnect & Communicate: sending invites, InMailsResearch people & companies: Company Pages, people search, profile viewingProfessional Insights: Groups, LinkedIn Today, network updates, etc..
  • IT Purchasing Goes Social

    1. 1. IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingUK, France and Germany Commissioned study conducted by:
    2. 2. ITDMs are active users of social networks, especially for business Social networks influence theKey Findings entire decision-making process Key drivers of channel use are trust, efficiency, relevance, and access 2
    3. 3. …and use social networks throughout the ENTIRE decision making process Stages of decision making 48% 43% 42% 39% 34% Awareness Scope Plan Select Implement 65% 86% Increase in Increase in past 2 years past 2 yearsSource: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany 3
    4. 4. Why do ITDMs turn to social networks? T Trust E Efficiency R Relevance A Access learn from quickly relevant to my access a trustworthy find information needs broader network peers (43%) (48% ) (46%) (51%)Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany 4
    5. 5. LinkedIn is the preferred choice for IT decision makers Social networks used for business in the past year*: Among ITDMs who use at least one for business 85% 41% 34% LinkedIn Personal Social Networks Microblogs* Source: LinkedIn/Research Now study of ITDMs in UK, France, and Germany, Q3 2012 5
    6. 6. ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional Compared to the average user, ITDMs on LinkedIn are: 3X more connected 4X more likely to follow tech companies on LinkedIn 40% more likely to use LinkedIn TodayITDMs: members in IT function, Manager+ UK, France and Germany Q3 2012Source: Internal data, August 2012 6
    7. 7. Key Take-Aways Develop a trusted presence on the most relevant channels Communicate during the entire purchase process Target influencers who can spread your message Provide insights that are relevant to the context Listen to when, where, and how ITDMs want to engage 7

    ×