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New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
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The Social Bridge to the IT CommitteeHow trusted content on social media builds relationships with IT buyers
Commissioned study conducted by:Australia
Through decision making process
60%
Buyers are highly informed, savvy, and demanding
Source: CEB, “The Digital Evolution in B2B Marketing”, 2012
First contact with brand
Why is it so critical to foster long-term relationships?
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
THE IT COMMITTEE
They work cross functionally
45% Work outside of IT
They include individual contributors and managers
50% are individual contributors or managers
These scarce influencers include more than the IT department and the Executive team
LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork to understand today’s B2B IT Committee
comScore: Q3 2013SMG / Mashwork: 2012LinkedIn data: Q2 2013
What are they thinking?
100 IT Committee members
What are they saying?
3,000 tech posts from public LinkedIn Groups
What are they doing?
IT decision makers on LinkedIn
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Key Findings
Make the vendor shortlist by fostering long-term relationships, while serving short-term needs via lead generation.
The vendor shortlist is more exclusive and critical than you think.
Social media is not just for connecting with peers. The IT Committee actively seeks insights & conversations with vendors.
The IT Committee actively seeks conversations with vendors on social media
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Nearly all of the IT Committee use social networks
2013
90% 95% 2012
78%
Use social network monthly for business
The reason? Social media – LinkedIn especially – provides them with trust, efficiency, relevance, and access
Source: Commissioned study conducted by Forrester Consulting in Australia on behalf of LinkedIn, Q3 2012
Access
A
Access a broader network
50%
Relevance
R
Relevant context to connect with vendors
34%
Efficiency
E
Quickly find information
47%
Trust
T
Learn from trustworthy peers
66%
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
TERA continues to drive even deeper utilization across the entire IT decision process
37%36% 22% 48% 71%
Implement
66%
Select
74%
Plan
69%
Scope
76%
Awareness
81%
Influence of social media at each stage of decision making
YoY Increase
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
As the IT Committee use social to learn and debate, they’re looking to vendors to participate
61%Open to connecting with
vendors on socialReady to have a conversation
with a vendor on social
76%
The vendor shortlist is more exclusive and critical than you think
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
The IT Committee already have a good idea who they want to work with
vendors make their short listOnly 3
purchased from a vendor that made the short list93%
purchased from a new vendorOnly 1 in 5
Build relationships to make the short list
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013 15
Old ways of communicating don’t work and can turn off your audience
Top 5 reasons the IT Committee doesn’t connect with a vendor on a social network
02
Talk too much about themselves
03
Don’t believe would provide any credible information
01
Don’t want to receive a lot of marketing materials
04
Not thought leaders in the category
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
05
None of my peers are following them
Building relationships with the right content is critical to being considered
Traditional lead generation can hurt relationships… social is about earning leads
Sweet Spot
Social Relationships
Valuable Content
Traditional lead generation
Context matters. Credibility and trust drive brand perception and willingness to consider a vendor for the shortlist
2 x more people trust LinkedIn over other websites for
Connecting more efficiently with vendors and relevant companies
Receiving information relevant to my IT decisions
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Vendors who interact with the IT Committee at a high rate are more likely to create promoters
Source: commissioned study conducted by comScore in Australia on behalf of LinkedIn, Q3 2013
Engagement on LinkedIn Prior To PurchaseVendor Net Promoter Score
24
NONE
70
2+ TYPES
Engage the IT Committee everywhere they learn
FEED
MOBILE
GROUPS
INMAIL
Implications for IT Marketers
01
02
03
04
Target more than IT functions in your campaigns.
Ensure your content is authentic, valuable, timely, and customized by decision stage and seniority.
Start earning leads via social in addition to buying leads.
Focus on building relationships to get on the short list.
Begin tracking how often and for what clients you make the short list.
05
©2013 LinkedIn Corporation. All Rights Reserved.
Marketers AudienceContent
Relationship
How LinkedIn can help
©2013 LinkedIn Corporation. All Rights Reserved.
2014 Product Focus in B2B
Targeting PersonalizationAttribution Lead capture
©2013 LinkedIn Corporation. All Rights Reserved.
24
Build relationships and earn leads by participating
SLIDESHARE CHANNEL
SPONSORED UPDATES
CAPTURING HAND-RAISERS
PERSONALIZED INSIGHTS VIA API
©2013 LinkedIn Corporation. All Rights Reserved.
©2013 LinkedIn Corporation. All Rights Reserved.
TrendIn – social listening for your target audienceTrending content analytics to see spiking trends and define content strategy
Spiking Trend
Long-Term Trending Topic
Pop
ular
ity
Time Period
Catching trending topics Defining content strategy
LinkedIn Confidential ©2013 All Rights Reserved
103Peers:
of
Best in class influence
Weaker content influence
IBM 0
500
1,000
1,500
2,000
2,500
3,000
3,500
CM
I Sc
ore
DUMMY DATA
Content Marketing Index – measuring impact & influenceHere is how your content marketing influence ranks among your target audience for your key topic
Audience = High-tech professionalsWHO: Topic = Big dataWHAT:
• Accenture
• Cognizant
• Dell
• HP
• Infosys
• Microsoft
• Oracle
• Tata Consultancy
• Wipro
A few tricks and tips we’ve learnt
foo 28
The 4-1-1 Rule
Do This Not This
Going Visual
Inspiration
Empowering Advocates
Photo credit: Min-Chieh Chang
Going Visual
Visual Kicks Texts A**
328,000Views!
The Visual is the New Headline
Meet the Experts
Integrate Your Presentations Across Multiple Channels
Increased referral traffic
Social engagement
Higher quality leads
How do you know if your content is more relevant?
Adobe drives thought leadershipwith Sponsored Updates
50%
more likely to agree that Adobe is “shaping the future of digital marketing”
2.5×more likely to agree Adobe’s Sponsored Updates capture their attention
79%
more likely to agree that Adobe can help optimize their media spend
HubSpot drives high-quality leads with Sponsored Updates
400%more leads within their target audience than lead generation efforts on other platforms
165K+Followers
88%Smart phone
intenders
3XPurchase Samsung
2XRecommend Samsung
Content marketing produces results
How LinkedIn Followers boosted a brand The Story of Samsung Mobile
Igniting New Conversationswith Sponsored Updates
Watch Case Study Video: http://www.youtube.com/watch?v=qwjZodXI2zM&feature=youtu.be