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IT Purchasing Goes SocialThe Pervasive Influence of Social Platforms on IT Buying
Commissioned study conducted by:
North America
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
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
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
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
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
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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
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iPad
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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
79%Up-to-date information
51%Product/service information
Connecting with and influencing IT Decision-Makers
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66K Views
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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