Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.
1. IT Purchasing Goes Social
The Pervasive Influence of
Social Platforms on IT Buying
North America
Commissioned study conducted by:
2. 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
2
3. 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 3
4. 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
* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 4
5. 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 5
6. 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 6
7. 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 7
8. 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 8
9. 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 9
10. 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
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 10
11. 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
11
ITDMs: members in IT function, Manager+ Source: Internal data, August 2012
12. Members want a relationship with you
7 out of 10
members expect companies
to have a presence on LinkedIn
13. Members want a relationship with you
79%
Up-to-date information
51%
Product/service information
14. Connecting with and influencing IT Decision-Makers
Innovations In Health
Smarter Cities Connect
Citrix Virtualization
Technology
SAP Community
16. 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
16
Notas do Editor
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.
What kind of content., updates from brands was #2 most expected type of content.