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1. IT Purchasing Goes Social
The Pervasive Influence of
Social Platforms on IT Buying
Marcel Molenaar
Linkedin Benelux

2. 2

3. Our Mission.
Connect the world’s professionals
to make them more productive and successful

4. 200,000,000 +
registered members (as of January 9th 2013) UK
NL
11M
3M+
+ DACH
3M+
France
4M+
Italy
Canada
Spain 4M+
7M+ EMEA
3M+
USA 50M+
74M+
India
Brazil 18M+
Australia
11M+ South Africa 3M+
2M+
4

5. The value we bring to our members
Identity Insights Everywhere
Connect, find and Be great at what We work where our
be found you do members work
5

6. Content
Jobs
Jobs

7. Reach receptive, professional audiences on LinkedIn
Quality Audience
Professional Context
Reach the most influential, affluent,
and educated audiences at scale
2x
more confident in info found
on LinkedIn than other social
sites6
6LinkedIn Global Follower Report, March 2012 7

8. IT decision making continues to be highly complex with IT
& business leaders jumping in and out of the process
80
70 Senior Non-IT
Non-IT Role
60
Leader
CIO
50
IT Role Manager
40
IT Individual
Contributor
30
20
Scope Plan Select Implement Review
8

9. In fact, 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
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 9

10. 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 Microblogs
Networks
* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 10

11. 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% )
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 11

12. 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
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 12

13. 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
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 13

14. 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
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 14

15. 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
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 15

16. As a result of value, ITDMs incorporate LinkedIn into
their regular work routines
75% of ITDMs visit LinkedIn monthly or more
Desktop
iPad
10am
3pm
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
11am
12pm
1pm
2pm
5pm
6pm
7pm
9pm
10pm
11pm
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 16

17. Content flows across screens

18. 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
18
ITDMs: members in IT function, Manager+ Source: Internal data, August 2012

19. Members want a relationship with you
79%
7 out of 10
Up-to-date information
members expect companies
51% to have a presence on LinkedIn
Product/service information

20. Connecting with and influencing IT Decision-Makers
Innovations In Health
Smarter Cities Connect
Citrix Virtualization
Technology
SAP Community

21. Start by establishing your company presence
2.8M+ Active
Company
Pages

22. Create brand advocates
“ Through LinkedIn, we are
working to identify and empower
influential brand advocates to
increase word of mouth and
“
awareness of our products.
Heesun Kim
Director of Media & Digital Marketing, Samsung

23. 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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24. Thank you
Marcel Molenaar
Head of Marketing Solutions Benelux
+316 1500 1047
mmolenaar@linkedin.com
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