LinkedIn - TechConnect:12
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Social platforms like LinkedIn have a pervasive influence on IT purchasing decisions. The study found that social networks influence the entire IT decision making process, from awareness to implementation. LinkedIn is the preferred social network for IT decision makers, who are 3x more connected and use LinkedIn more than average professionals. IT decision makers turn to LinkedIn for its abilities to help them learn from trusted peers, quickly find relevant information, connect with vendors in relevant contexts, and access a broader network of experts. As a result, 75% of IT decision makers visit LinkedIn monthly or more and incorporate it into their regular work routines.
LinkedIn - TechConnect:12
- 1. IT Purchasing Goes Social The Pervasive Influence of Social Platforms on IT Buying Commissioned study conducted by: North America
- 2. IT decision making continues to be highly complex with IT & business leaders jumping in and out of the process 2 20 30 40 50 60 70 80 Scope Plan Select Implement Review Senior Non-IT Non-IT Role Leader CIO IT Role Manager IT Individual Contributor
- 3. In fact, social networks influence the ENTIRE decision making process 3 54% 45% 46% 44%47% Awareness Scope Plan Select Implement Stages of decision making 96% Increase in past 2 years Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 68% Increase in past 2 years 76% Increase in past 2 years 74% Increase in past 2 years
- 4. LinkedIn is the preferred choice for IT decision makers 4 95% 45% 44% LinkedIn Personal Social Networks Microblogs Among ITDMs who use at least one for business Social networks used for business in the past year*: * Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
- 5. Why do ITDMs turn to social networks? 5 TTrust learn from trustworthy peers (58%) EEfficiency quickly find information (40%) RRelevance relevant context to connect with vendors (37% ) AAccess access a broader network (49%) Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn
- 6. TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors 6 32% 44% 43% 46% 55% 74% Provides a trusted channel for vendor information Allows me to learn from trustworthy peers LinkedIn Microblogs Personal social networks ITDMs who use each network Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
- 7. EFFICIENCY: LinkedIn makes information research faster 7 34% 42% 54% Enables me to quickly find information LinkedIn Microblogs Personal social networks Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 ITDMs who use each network
- 8. RELEVANCE: LinkedIn provides a more relevant context to connect with vendors 8 41% 39% 49% 52% 71% 72% Surfaces insights that are relevant to my needs Provides a relevant context to connect with vendors LinkedIn Microblogs Personal social networks Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 ITDMs who use each network
- 9. ACCESS: LinkedIn provides a broader network of peers and experts 9 35% 54% 49% 54% 70% 86% Provides opportunities to learn from experts Provides access to a broader network of peers LinkedIn Microblogs Personal social networks Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 ITDMs who use each network
- 10. As a result of value, ITDMs incorporate LinkedIn into their regular work routines 10 iPad 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm 9pm 10pm 11pm Desktop Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 of ITDMs visit LinkedIn monthly or more75%
- 11. 3X more connected 60% more likely to use LinkedIn Today 4X more likely to follow tech companies on LinkedIn ITDMs: members in IT function, Manager+ ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional 11 Compared to the average user, ITDMs on LinkedIn are: Source: Internal data, August 2012
- 12. 7 out of 10members expect companies to have a presence on LinkedIn Members want a relationship with you 79% Up-to-date information 51% Product/service information
- 13. Connecting with and influencing IT Decision-Makers Innovations In Health Smarter Cities Connect Citrix Virtualization Technology SAP Community
- 14. 66K Views
- 15. 15 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
Editor's Notes
- #3: 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.”
- #4: 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
- #5: 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.
- #7: 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
- #8: 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
- #9: 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
- #10: 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
- #12: 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..
- #13: What kind of content., updates from brands was #2 most expected type of content.