linkedin presentatie van marcel molenaar op next marketing 2013

IT Purchasing Goes Social

The Pervasive Influence of

Social Platforms on IT Buying

Marcel Molenaar

Linkedin Benelux

Our Mission. Connect the world’s professionals

to make them more productive and successful

4

200,000,000+

registered members (as of January 9th 2013)

7M+

Canada

74M+

USA

11M+

Brazil

3M+

Australia

50M+

EMEA

18M+

India

2M+

South Africa

3M+

DACH

4M+

Italy 4M+

France

3M+

Spain

3M+

NL 11M

+

UK

Everywhere Insights Identity

The value we bring to our members

5

Connect, find and

be found

Be great at what

you do

We work where our

members work

Jobs

Content

Jobs

Content

Reach receptive, professional audiences on LinkedIn

7

Reach the most influential, affluent,

and educated audiences at scale

Quality Audience

Professional Context

2x

more confident in info found

on LinkedIn than other social

sites6

6LinkedIn Global Follower Report, March 2012

IT decision making continues to be highly complex with IT

& business leaders jumping in and out of the process

8

20

30

40

50

60

70

80

Scope Plan Select Implement Review

Senior Non-IT

Non-IT RoleLeader

CIO

IT Role Manager

IT IndividualContributor

In fact, social networks influence the ENTIRE decision

making process

9

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

10

95%

45% 44%

LinkedIn Personal SocialNetworks

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

Why do ITDMs turn to social networks?

11

T Trust

learn from

trustworthy

peers

(58%)

E Efficiency

quickly

find information

(40%)

R Relevance

relevant context

to connect

with vendors

(37% )

A Access

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

12

32%

44%

43%

46%

55%

74%

Provides a trusted channel for vendorinformation

Allows me to learn from trustworthypeers

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

13

34%

42%

54%

Enables me to quickly findinformation




RELEVANCE: LinkedIn provides a more relevant

context to connect with vendors

14

41%

39%

49%

52%

71%

72%

Surfaces insights that are relevant tomy needs

Provides a relevant context to connectwith vendors




ACCESS: LinkedIn provides a broader network of

peers and experts

15

35%

54%

49%

54%

70%

86%

Provides opportunities to learn fromexperts

Provides access to a broader networkof peers




As a result of value, ITDMs incorporate LinkedIn into

their regular work routines

16

iPad

12

am

1a

m

2a

m

3a

m

4a

m

5a

m

6a

m

7a

m

8a

m

9a

m

10

am

11

am

12

pm

1p

m

2p

m

3p

m

5p

m

6p

m

7p

m

9p

m

10

pm

11

pm

Desktop


of ITDMs visit LinkedIn monthly or more 75%

Content flows across screens

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

18

Compared to the average user, ITDMs on LinkedIn are:

Source: Internal data, August 2012

7 out of 10 members expect companies

to have a presence on LinkedIn

Members want a relationship with you

79% Up-to-date information

51% Product/service information

Connecting with and influencing IT Decision-Makers

Innovations In Health

Smarter Cities Connect

Citrix Virtualization

Technology

SAP Community

Start by establishing your company presence

2.8M+ Active

Company

Pages

Create brand advocates

“ “ Through LinkedIn, we are working to identify and empower

influential brand advocates to increase word of mouth and awareness of our products.

Heesun Kim

Director of Media & Digital Marketing, Samsung

23

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

linkedin presentatie van marcel molenaar op next marketing 2013

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