The document summarizes research findings about IT decision makers' use of social networks for business purposes. Some key findings include: - 88% of IT decision makers visit at least one social network monthly, with LinkedIn being the most visited (75%) - ITDMs use social networks for various stages of the decision making process, from awareness to implementation - LinkedIn is seen as a trusted source for learning from peers and connecting with vendors compared to other networks

1. 88% of IT decision makers
are on social networks
See the research revealing how IT marketers
can make the most of the conversation.
Commissioned study conducted by:

2. ITDMs are very active on social networks
88% Visit at least one social network monthly*
% of ITDMs who visit each social network monthly or more**
75% 70% 47%
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* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012 ** LinkedIn/Research Now study of ITDMs in North America, Q3 2012

3. …especially for business purposes
85% 73%
Use social networks Have engaged with
for business a vendor on social
4
Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012

4. Today, social networks influence the ENTIRE decision
making process
Stages of decision making
54% 45% 46% 47% 44%
Awareness Scope Plan Select Implement
74% 96% 68% 76%
Increase in Increase in Increase in Increase in
past 2 years past 2 years past 2 years past 2 years
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Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

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
95%
45% 44%
LinkedIn Personal Social Networks Microblogs
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* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

6. Why do ITDMs turn to social networks?
T
Trust
E
Efficiency
R
Relevance
A
Access
learn from quickly relevant context access a
trustworthy find information to connect broader network
peers (40%) with vendors (49%)
(58%) (37% )
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Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

7. TRUST: LinkedIn as a trusted channel to learn from
peers and connect with vendors
LinkedIn Microblogs Personal social networks
74%
Allows me to learn from trustworthy
46%
peers
44%
55%
Provides a trusted channel for vendor
43%
information
32%
ITDMs who use each network
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

8. EFFICIENCY: LinkedIn makes information
research faster
LinkedIn Microblogs Personal social networks
54%
Enables me to quickly find
42%
information
34%
ITDMs who use each network
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

9. RELEVANCE: LinkedIn provides a more relevant
context to connect with vendors
LinkedIn Microblogs Personal social networks
72%
Provides a relevant context to connect
52%
with vendors
39%
71%
Surfaces insights that are relevant to
49%
my needs
41%
ITDMs who use each network
10
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

10. ACCESS: LinkedIn provides a broader network of
peers and experts
LinkedIn Microblogs Personal social networks
86%
Provides access to a broader network
54%
of peers
54%
70%
Provides opportunities to learn from
49%
experts
35%
ITDMs who use each network
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

11. As a result of value, ITDMs incorporate LinkedIn into
their regular work routines
75% of ITDMs visit LinkedIn monthly or more
Desktop
iPad
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
5pm
6pm
7pm
9pm
10pm
11pm
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Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

12. 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
60% more likely to use LinkedIn Today
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ITDMs: members in IT function, Manager+ Source: Internal data, August 2012

13. Members want a relationship with you
7 out of 10
members expect companies
to have a presence on LinkedIn
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14. How are companies reaching
these ITDMs on LinkedIn?

15. TECHNOLOGY
HP: Building emotional connections with followers
Objectives
 Raise awareness of new brand
messages
 Deepen engagement with IT
decision makers
 Customize content for different
audiences
Products
 Targeted display ads
 Follower ads
 Company Page
 Targeted status updates
Results
112%
increase in CXO followers
2.5xmore likely to recommend HP solutions
LinkedIn ©2013 All Rights Reserved MARKETING.LINKEDIN.COM 19

16. SOFTWARE
Hubspot: Building thought leadership
Objectives
 Engage with B2B marketing
professionals
 Raise awareness of HubSpot’s
inbound marketing expertise
 Set HubSpot apart from
competitors
Products
 LinkedIn Group
 Company Page
 Targeted status updates
Results
88k+
Members for its LinkedIn Group
26k+Followers for its Company Page
LinkedIn ©2013 All Rights Reserved MARKETING.LINKEDIN.COM 20

17. 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
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18. Learn how you can reach this audience on LinkedIn:
marketing.linkedin.com/contact
Mike Weir
Head of Category Development, Tech Sector
LinkedIn Marketing Solutions
http://www.linkedin.com/in/michaeldweir
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