How social media puts IT brands on the shortlist
If IT companies want to be shortlisted by potential customers, they need to earn the attention of decision-makers long before they start reaching out to suppliers. And to do that, they need to put the right content in front of the right people on the right social media channels.
New research from LinkedIn and comScore reveals how social media increasingly drives the decision-making process for “The IT Committee”, the group of senior decision-makers who have the final, collective say on IT purchases. This group is already 60% of the way through the purchase decision process before its members start to make contact with potential suppliers – and any company that has failed to make the shortlist by this point is unlikely to be considered.
LinkedIn partnered with comScore, Starcom Mediavest Group and Mashwork to understand the processes behind the IT Committee’s decisions – and how companies can use content on social media to become a part of the discussion. The findings of this pioneering global study reveal the workings of the IT Committee across a range of different markets, including the UK, France and Germany. It shows the types of content that decision-makers seek, and the social media channels that they turn to, in order to find it.
To earn a place on the shortlist for new customers, IT companies must reach out with content that can educate and add value when decision-makers are seeking an efficient, trusted overview of the options available. Social media and LinkedIn in particular provide the most powerful channel for doing so: In the UK 92% of IT decision-makers use social networks for business, and LinkedIn is used 80% more often than other social media networks to read content posts from vendors.
Industry news and strategic insight are vital for driving awareness, whilst demos, best practice information and ‘how to guides’ are the types of content most actively sought in the scoping and planning stages. The likelihood of IT decision-makers meeting with vendors, conducting live chats or attending webinars all increase significantly when companies are able to make contact with them using such forms of content. In the UK, IT brands’ Net Promoter Score amongst IT Committee members almost doubled after interacting with them twice on LinkedIn.