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B2B IT buyers are flocking to social networks to help inform purchase decisions and validate information from other sources. In fact, 85% now use social networks for business purposes. As an IT marketer, how do you adapt to this changing digital landscape? This webinar from February 2013 presented results from a study commissioned by LinkedIn and conducted by Forrester Consulting Group and Research Now. We also revealed: • Why and how IT decision makers use social networks • Which social platforms are most valuable • How IT marketers like HP have leveraged social to influence decision makers • Best practices for IT marketers to leverage social in their marketing mix
Citation preview
Influencing IT Decisions with Social Webinar
Commissioned study conducted by:
Twitter: @AdsOnLinkedIn
#inITwebinar
#inITwebinar2
Emily FriedmanAssociate Research Consultant LinkedIn Marketing Solutions
Mike WeirHead of Category Development, Tech Sector
LinkedIn Marketing Solutions@mikedweir
IT Purchasing Goes SocialThe Pervasive Influence of Social Platforms on IT Buying
Commissioned study conducted by:
#inITwebinar4
ITDMs are very active on social networks
4
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%
#inITwebinar5
…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%
#inITwebinar
Today, social networks influence the ENTIRE decision making process
6
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
#inITwebinar
LinkedIn is the preferred choice for IT decision makers
7
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
#inITwebinar
Why do ITDMs turn to social networks?
8
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
#inITwebinar
TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors
9
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
#inITwebinar
EFFICIENCY: LinkedIn makes information research faster
10
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
#inITwebinar
RELEVANCE: LinkedIn provides a more relevant context to connect with vendors
11
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
#inITwebinar
ACCESS: LinkedIn provides a broader network of peers and experts
12
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
#inITwebinar
As a result of value, ITDMs incorporate LinkedIn into their regular work routines
13
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%
#inITwebinar
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
14
Compared to the average user, ITDMs on LinkedIn are:
Source: Internal data, August 2012
#inITwebinar
7 out of 10members expect companies
to have a presence on LinkedIn
Members want a relationship with you
15
#inITwebinar
Members want a relationship with you
79%Up-to-date information
51%Product/service information
16
#inITwebinar
IT decision making continues to be highly complex with IT & business leaders jumping in and out of the process
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Scope Plan Select Implement Review20
30
40
50
60
70
80
Senior Non-IT
Non-IT Role Leader
CIO
IT Role Manager
IT Individual Contributor
#inITwebinar
Connecting with and influencing IT Decision-Makers
Innovations In Health
Smarter Cities Connect
Citrix Virtualization Technology
SAP Community
18
#inITwebinar 66K Views
19
#inITwebinarLinkedIn ©2013 All Rights Reserved 20
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
#inITwebinarLinkedIn ©2013 All Rights Reserved 21
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
#inITwebinar22
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
#inITwebinar23
Thank You!
Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories
Learn how you can reach this audience:marketing.linkedin.com/contact