IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingCommissioned study conducted by:North Amer...
IT decision making continues to be highly complex with IT& business leaders jumping in and out of the process2203040506070...
In fact, social networks influence the ENTIRE decisionmaking process354% 45% 46% 44%47%Awareness Scope Plan Select Impleme...
LinkedIn is the preferred choice for IT decision makers495%45% 44%LinkedIn Personal Social Networks MicroblogsAmong ITDMs ...
Why do ITDMs turn to social networks?5TTrustlearn fromtrustworthypeers(58%)EEfficiencyquicklyfind information(40%)RRelevan...
TRUST: LinkedIn as a trusted channel to learn frompeers and connect with vendors632%44%43%46%55%74%Provides a trusted chan...
EFFICIENCY: LinkedIn makes informationresearch faster734%42%54%Enables me to quickly findinformationLinkedIn Microblogs Pe...
RELEVANCE: LinkedIn provides a more relevantcontext to connect with vendors841%39%49%52%71%72%Surfaces insights that are r...
ACCESS: LinkedIn provides a broader network ofpeers and experts935%54%49%54%70%86%Provides opportunities to learn fromexpe...
As a result of value, ITDMs incorporate LinkedIn intotheir regular work routines10iPad12am1am2am3am4am5am6am7am8am9am10am1...
3X more connected60% more likely to use LinkedIn Today4X more likely to follow tech companies on LinkedInITDMs: members in...
7 out of 10members expect companiesto have a presence on LinkedInMembers want a relationship with you79%Up-to-date informa...
Connecting with and influencing IT Decision-MakersInnovations In HealthSmarter Cities ConnectCitrix VirtualizationTechnolo...
66K Views
15Key Take-Aways Develop a trusted presence on the most relevant channels Communicate during the entire purchase process...
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LinkedIn - TechConnect:12

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  • Technology companies are challenged to influence numerous types of people.Each person requires different information to believe in the brand, to build a connection or willingness to consider it. But, The most damage you can do is getting your target audience to tune you out. You don’t want to spam the market with general content. Instead, you can build content that speaks to the type of influencer (IT, CXO, Business decision-maker) showing him/her the value of your solution within their own terms. Your content should also educate your audience based on where they are in the decision-making process. Brand relationships have evolvedSocial media has changed our relationship with brands In the traditional marketing funnel, brands held significant power. They cast a wide net and used paid media to move customers down the funnel in a linear fashion.Now, brand presence has become decentralized. Brands must engage with customers in two-way communication to influence purchases. While the traditional marketing funnel goes from many to few, in the social world, messages spread from few to many. “The impact of social media is far-reaching…It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.”
  • Q6-10: Which of the following information channels influence your decision making.....54% =136/253 North American IT and business decision-makers who participated in awareness stage45% = 127/282 total who participated in scope stage46% = 142/307 total who participated in plan stage47% = 123/264 total who participated in select stage44% = 109/250 total who participated in roll out stageQ6. Which of the following information channels influence your discovery of technologies, products, and solutions to address your business needs? Q7. When you identify or scope business needs for an IT initiative, which of the following information channels influence your decision-making process? Q8. When you craft project plans or formal business requirements for an IT initiative, which of the following information channels influence your decision-making process? Q9. When you select vendors/third party service providers or authorize funding for an IT purchase, which of the following information channels influence your decision-making process? Q10. When you implement or roll out an IT initiative, which of the following information channels influence your decision-making process? Base: North American IT and business decision-makers
  • When using social networks for business purposes, ITDMs are more than twice as likely to use LinkedIn as they are to use personal social networks or microblogs.85% = 338 use any network for biz / 400 total95% = 321 who use LI for biz / 338 use any network for biz45% = 152 who use Facebook for biz / 338 use any network for biz44% = 148 who use Twitter for biz / 338 use any network for bizFrom Q18 / against population that use for businessQ18: For each social network that you visit, please tell us whether you visit that network for personal purposes, business purposes, or both business and personal purposes.
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • 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..
  • What kind of content., updates from brands was #2 most expected type of content.
  • LinkedIn - TechConnect:12

    1. 1. IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingCommissioned study conducted by:North America
    2. 2. IT decision making continues to be highly complex with IT& business leaders jumping in and out of the process220304050607080Scope Plan Select Implement ReviewSenior Non-ITNon-IT RoleLeaderCIOIT Role ManagerIT IndividualContributor
    3. 3. In fact, social networks influence the ENTIRE decisionmaking process354% 45% 46% 44%47%Awareness Scope Plan Select ImplementStages of decision making96%Increase inpast 2 yearsSource: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn68%Increase inpast 2 years76%Increase inpast 2 years74%Increase inpast 2 years
    4. 4. LinkedIn is the preferred choice for IT decision makers495%45% 44%LinkedIn Personal Social Networks MicroblogsAmong ITDMs who use at least one for businessSocial networks used for business in the past year*:* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    5. 5. Why do ITDMs turn to social networks?5TTrustlearn fromtrustworthypeers(58%)EEfficiencyquicklyfind information(40%)RRelevancerelevant contextto connectwith vendors(37% )AAccessaccess abroader network(49%)Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn
    6. 6. TRUST: LinkedIn as a trusted channel to learn frompeers and connect with vendors632%44%43%46%55%74%Provides a trusted channel for vendorinformationAllows me to learn from trustworthypeersLinkedIn Microblogs Personal social networksITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
    7. 7. EFFICIENCY: LinkedIn makes informationresearch faster734%42%54%Enables me to quickly findinformationLinkedIn Microblogs Personal social networksSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012ITDMs who use each network
    8. 8. RELEVANCE: LinkedIn provides a more relevantcontext to connect with vendors841%39%49%52%71%72%Surfaces insights that are relevant tomy needsProvides a relevant context to connectwith vendorsLinkedIn Microblogs Personal social networksSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012ITDMs who use each network
    9. 9. ACCESS: LinkedIn provides a broader network ofpeers and experts935%54%49%54%70%86%Provides opportunities to learn fromexpertsProvides access to a broader networkof peersLinkedIn Microblogs Personal social networksSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012ITDMs who use each network
    10. 10. As a result of value, ITDMs incorporate LinkedIn intotheir regular work routines10iPad12am1am2am3am4am5am6am7am8am9am10am11am12pm1pm2pm3pm5pm6pm7pm9pm10pm11pmDesktopSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012of ITDMs visit LinkedIn monthly or more75%
    11. 11. 3X more connected60% more likely to use LinkedIn Today4X more likely to follow tech companies on LinkedInITDMs: members in IT function, Manager+ITDMs are especially active in leveraging features and toolson LinkedIn, compared to the average professional11Compared to the average user, ITDMs on LinkedIn are:Source: Internal data, August 2012
    12. 12. 7 out of 10members expect companiesto have a presence on LinkedInMembers want a relationship with you79%Up-to-date information51%Product/service information
    13. 13. Connecting with and influencing IT Decision-MakersInnovations In HealthSmarter Cities ConnectCitrix VirtualizationTechnologySAP Community
    14. 14. 66K Views
    15. 15. 15Key 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

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