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88% of IT decision makers are on social networksSee the research revealing how IT marketers can make the most of the conversation.
Commissioned study conducted by:
3
ITDMs are very active on social networks
3
88% Visit at least one social network monthly*
* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012 ** LinkedIn/Research Now study of ITDMs in North America, Q3 2012
% of ITDMs who visit each social network monthly or more**
75% 70% 47%
4
…especially for business purposes
Use social networks for business
Have engaged with a vendor on social
Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012
85% 73%
Today, social networks influence the ENTIRE decision making process
5
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
LinkedIn is the preferred choice for IT decision makers
6
LinkedIn Personal Social Networks
Microblogs
95%
45% 44%
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
Why do ITDMs turn to social networks?
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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
TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors
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Provides a trusted channel for vendor in-formation
Allows me to learn from trustworthy peers
32%
44%
43%
46%
55%
74%
LinkedIn Microblogs Personal social networks
ITDMs who use each network
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
EFFICIENCY: LinkedIn makes information research faster
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Enables me to quickly find information
34%
42%
54%
LinkedIn Microblogs Personal social networks
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
ITDMs who use each network
RELEVANCE: LinkedIn provides a more relevant context to connect with vendors
10
Surfaces insights that are relevant to my needs
Provides a relevant context to connect with vendors
41%
39%
49%
52%
71%
72%
LinkedIn Microblogs Personal social networks
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
ITDMs who use each network
ACCESS: LinkedIn provides a broader network of peers and experts
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Provides opportunities to learn from experts
Provides access to a broader network of peers
35%
54%
49%
54%
70%
86%
LinkedIn Microblogs Personal social networks
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
ITDMs who use each network
As a result of value, ITDMs incorporate LinkedIn into their regular work routines
12
iPad
12
am
1a
m
2a
m
3a
m
4a
m
5a
m
6a
m
7a
m
8a
m
9a
m
10
am
11a
m
12
pm
1p
m
2p
m
3p
m
5p
m
6p
m
7p
m
9p
m
10
pm
11p
m
Desktop
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
of ITDMs visit LinkedIn monthly or more75%
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
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Compared to the average user, ITDMs on LinkedIn are:
Source: Internal data, August 2012
7 out of 10members expect companies
to have a presence on LinkedIn
Members want a relationship with you
14
How are companies reaching these ITDMs on LinkedIn?
LinkedIn ©2013 All Rights Reserved 19
HP: Building emotional connections with followers
MARKETING.LINKEDIN.COM
Objectives
Products Targeted display ads Follower ads Company Page Targeted status updates
Raise awareness of new brand messages
Deepen engagement with IT decision makers
Customize content for different audiences
112%increase in CXO followers
Results
TECHNOLOGY
2.5xmore likely to recommend HP solutions
LinkedIn ©2013 All Rights Reserved 20
Hubspot: Building thought leadership
MARKETING.LINKEDIN.COM
Objectives
Products LinkedIn Group Company Page Targeted status updates
Engage with B2B marketing professionals
Raise awareness of HubSpot’s inbound marketing expertise
Set HubSpot apart from competitors
88k+Members for its LinkedIn Group
Results
SOFTWARE
26k+Followers for its Company Page
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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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Learn how you can reach this audience on LinkedIn:
marketing.linkedin.com/contact
Mike WeirHead of Category Development, Tech Sector
LinkedIn Marketing Solutionshttp://www.linkedin.com/in/michaeldweir