Webinar Presentation: Influencing IT Decisions with Social

Influencing IT Decisions with Social Webinar

Commissioned study conducted by:

Twitter: @AdsOnLinkedIn

#inITwebinar

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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:

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ITDMs are very active on social networks

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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%

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…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%

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Today, social networks influence the ENTIRE decision making process

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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

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LinkedIn is the preferred choice for IT decision makers

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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

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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

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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

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EFFICIENCY: LinkedIn makes information research faster

10

Enables me to quickly find information

34%

42%

54%




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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%




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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%




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As a result of value, ITDMs incorporate LinkedIn into their regular work routines

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iPad

12

am

1a

m

2a

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3a

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4a

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am

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pm

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2p

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3p

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Desktop


of ITDMs visit LinkedIn monthly or more75%

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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

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7 out of 10members expect companies

to have a presence on LinkedIn

Members want a relationship with you

15

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Members want a relationship with you

79%Up-to-date information

51%Product/service information

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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

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Connecting with and influencing IT Decision-Makers

Innovations In Health

Smarter Cities Connect

Citrix Virtualization Technology

SAP Community

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#inITwebinar 66K Views

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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

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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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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

http://marketing.linkedin.com/success-stories

http://marketing.linkedin.com/success-stories

Webinar Presentation: Influencing IT Decisions with Social

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Transcript of Webinar Presentation: Influencing IT Decisions with Social