Reaching Indulgent Techies on LinkedIn
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Compared to the average online adult, LinkedIn members spend more on electronics and are more likely to value quality over price. And the most enthusiastic tech consumers, the indulgent techies, are highly engaged on LinkedIn. Find out how to reach this influential audience as we reveal our latest Consumer Electronics research with Ipsos. You'll find answers to questions such as: - What factors drive their electronics purchase decisions? - How does their mindset differ on LinkedIn, Facebook, and Twitter? - What does it take to convince indulgent techies to switch brands?
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Reaching Indulgent Techies on LinkedIn
- 1. Commissioned study conducted by: Reaching Indulgent Techies on LinkedIn Dial-in: 877-668-4490 Access Code: 922 616 801 @LinkedInMktg #IndulgentTechies
- 2. 2 Mike Weir Vertical Director, Technology Industry LinkedIn Steve Kraus Chief Insights Officer Ipsos
- 3. 20% of households ($100K+ HH) 69% of net worth 40-45% of $ spent on CE and online video Source: Ipsos analysis of Consumer Expenditure Survey
- 4. Affluents Consistently Look for High-End CE 59% of Ultra Affluents 4 36% of Affluents typically buy luxury / high-end computers / electronics (#1) Source: Ipsos Affluent Barometer
- 5. CE Purchases Are Extensively Researched 5 86% Do “a fair amount” or “great deal” of research before CE purchases Behind only auto; on par with travel 57% Research CE purchases for a few weeks or more Source: 2013 Ipsos Affluent Barometer
- 6. Most helpful in pre-purchase CE research CE Research Resources: Internet, Retail, Word-of-Mouth Source: 2013 Ipsos Affluent Barometer 72% 48% 46% Informa0on/ar0cles from websites Doing research or trying out items in a retail store Talking with friends/family/co-‐ workers 6
- 7. How do you do research when making a technology/electronic item? purchase? Check websites for prices; check reviews where available; talk to family members if appropriate. Internet Research Crucial in CE Buying Process Source: 2013 Ipsos Affluent Barometer. 7
- 8. Understanding LinkedIn members and their affinity for consumer electronics ©2013 LinkedIn Corporation. All Rights Reserved. 8 1,027 LinkedIn members 600 adults that are representative of the online population 1,627 Online adults surveyed in the U.S.
- 9. LinkedIn members... Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 9 include indulgent techies who are considerably more reliant on their devices, and engaged on LinkedIn. have a deep reliance on technology, and they value quality over price. are twice as likely to own a laptop, smartphone, AND a tablet. are over 2X more likely to have spent $1k+ on consumer tech devices last year.
- 10. Tech devices are a ‘must-have’ for LinkedIn members ©2013 LinkedIn Corporation. All Rights Reserved. 10 Own/Plan to buy within year Own: 95% 88% 61% Will buy: 22% 30% 24% LinkedIn members are 2X more likely than online adults to own all three devices
- 11. One-third of LinkedIn members spent more than $1k on consumer electronics last year ©2013 LinkedIn Corporation. All Rights Reserved. 11 LinkedIn Members 16% 33% Online Adult Population 2.1x HIGHER
- 12. The most money is spent on computers and TVs ©2013 LinkedIn Corporation. All Rights Reserved. 12 $942 $646 $387 $355 $245 $166 $144 $139 $129 Desktop / Laptop computer TV / HDTV Tablet Video game console Smartphone Wearable technology Cloud-based Software Media streaming devices Mobile apps Median $ spent on devices in past year
- 13. I rely on technology to manage parts of my life I would listen to a colleague's recommendation on which electronics to purchase I like to educate myself as much as possible about consumer electronics I enjoy learning about new technology trends They rely on technology and are highly receptive to product recommendations and info 13 Agreement with statements about consumer electronics (top 2 box) 80% 80% 69% 63% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
- 14. LinkedIn members value product features and reviews over deals and coupons 14 Highly important factors in electronic device purchase decision Features I want Positive reviews Recommended by a friend I own other products from the brand Coupon/ discount offer Lowest price Company approval 89% 72% 43% 37% 37% 31% 14% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
- 15. I tend to spend time researching products before purchasing Good value for the money is more important than price Owning good quality things brings me enjoyment I do not buy new products without knowing how they work with my current technology Buying a high quality product and getting a good value is extremely important 15 Agreement with statements about products and shopping (top 2 box) 86% 82% 81% 78% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
- 16. I am almost constantly doing more than one thing at a time I am an optimistic person I tend to take the lead in decision-making I think of myself as a creative person They are multi-taskers, optimistic, creative and tend to take the lead in decision-making 16 Agreement with statements about yourself (top 2 box) 81% 78% 74% 71% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
- 17. Better features and brand education attract more switchers than discounts and offers 17 Highly important factors to switching brands for consumer electronics 63% 53% 41% 27% 13% Brand offers better features Educated on new brands value over current brand A great discount or offer Friend’s recommendation IT department approved % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
- 18. LinkedIn members are investing their time instead of passing the time ©2013 LinkedIn Corporation. All Rights Reserved. 18 Top 2 reasons for visiting each social network 1) To stay connected with business contacts: 81% 2) To keep current on trends for work: 53% 1) To stay connected with friends / relatives: 90% 2) To help pass the time: 73% 1) To help pass the time: 43% 2) To keep current on trends & news: 43%
- 19. Members use LinkedIn most to network and learn ©2013 LinkedIn Corporation. All Rights Reserved. 19 Top 5 LinkedIn Features Used 0504 01 Connect with other professionals Read content in LinkedIn feed Search for business opportunities 02 Look at other's profiles 03 LinkedIn Groups
- 20. Indulgent Techies ©2013 LinkedIn Corporation. All Rights Reserved. 20
- 21. 1) Spend a considerable amount on tech devices each year. 2) Early adopters of technology with high lifetime value. 3) Seek out tech content such as consumer reviews, tech trends, and product education. ©2013 LinkedIn Corporation. All Rights Reserved. 21 Who are Indulgent Techies?
- 22. All Indulgent Techies on LinkedIn bought consumer electronics last year and 3 in 4 spent over $1k ©2013 LinkedIn Corporation. All Rights Reserved. 22 Money spent on consumer electronics last year LINKEDIN INDULGENT TECHIES 53% 16% 100% 76% ONLINE POPULATION 4.75x HIGHER
- 23. Indulgent Techies rely on technology even more so than the average LinkedIn member 23 Agreement with statements about consumer electronics (top 2 box) I rely on technology to manage parts of my life I like to educate myself as much as possible about consumer electronics I would listen to a colleague's recommendation on which consumer electronics to purchase I enjoy learning about new technology trends 90% 84% 83% 78%
- 24. ... And they are even more sophisticated consumers ©2013 LinkedIn Corporation. All Rights Reserved. 24 Features I want Positive reviews I own other products from the brand Recommended by a friend Coupon/ discount offer Lowest price Company approval 93% 75% 43% 41% 36% 27% 18% Highly important in electronics purchase decision
- 25. They also learn about products before purchasing, focusing on value and high quality items ©2013 LinkedIn Corporation. All Rights Reserved. 25 I tend to spend time researching products and services before purchasing Good value for the money is more important than price Owning good quality things brings me enjoyment I do not buy new products without knowing how they work with my current technology 92% 88% 88% 87% Agreement with statements about attitudes and opinions on products and shopping
- 26. Members, especially Indulgent Techies, are using LinkedIn to network and learn more so than to follow and share 26 84% 76% 52% 47% 41% 34% 31% 30% 23% 8% 87% 78% 58% 51% 48% 37% 38% 39% 29% 10% Connect with other professionals Look at other's profiles LinkedIn Groups Search for business opportunities Read content in LinkedIn feed Send members in-mail LinkedIn mobile app Follow brands/company pages Share/Comment LinkedIn Polls LinkedIn Features Used LinkedIn members Indulgent Techies
- 27. Indulgent Techies believe LinkedIn is the most trusted and reliable resource for tech information ©2013 LinkedIn Corporation. All Rights Reserved. Most trusted/reliable resource 21% 17% 14% 9% 0% 0% Chart based on 50%
- 28. Best Practices for Marketers 28 01 02 03 04 05 Target the affluent and indulgent techies Encourage your followers to share feedback on products Build trust by sharing content that is relevant and informative Differentiate your brand based on features & benefits vs. price. Educate techies on LinkedIn about how your product will help them become more efficient and successful.
- 29. Reaching Indulgent Techies with Followers 29
- 30. 30 The results Brand Impact § 3X more likely to consider Samsung Mobile § 2X more likely to recommend Samsung Mobile Affluent Techies § 44% have HHI $100k+ § 88% are looking for a new smartphone in the next year Engaging Content § 76% of Followers feel more up-to-date § 51% feel closer to Samsung
- 31. 31 Questions?
- 32. 32 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
Hinweis der Redaktion
- LinkedIn members are twice as likely as the overall online population of adults (54% versus 27%) to personally own all three devices
- Target the affluent and indulgent techies on the platform that is most trusted and relevant to their needs.Encourage your followers to share feedback on products – they are your biggest advocates in the social space. Build trust by sharing content that is relevant and informative for this audience of creative, optimistic, multi-taskers.Differentiate your brand based on features & benefits vs. price.On LinkedIn, techies are more interested in quality and value. Educate techies on LinkedInabout how your product will help them become more efficient and successful.
- This campaign was conducted in partnership with Starcom in London. Challenge• Samsung Mobile needed to speak to the valuable audience of early adopters, influencers and affluent on a consistent basis. By creating a relationship with this group, Samsung Mobile can create buzz around new product launches to help close the gap with competitors.• They were reaching a large audience on other social networks but felt they were missing out on a segment of older, working professionals who are passionate about technology and have more disposable income to invest in the latest products“The Business professional is a very important target for Samsung… 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 MobileSolution• Established a LinkedIn company page, attracted a professional following on LinkedIn of over 165k followers in the first year, creating a long-term communication channel with their customers and potential customers on LinkedIn• Surveyed followers and asked them why they followed Samsung on LinkedIn and what type of content they would like to receive• Engaged followers with regular status updates about topics they cared about: news about the company, new product launches, and advice on using existing products
- ResultsSamsung Mobile’s Followers are affluent, educated, business leaders, who are early adopters and technology influencersFollowers outstrip the US online population on smart phone and tablet usage44% have household incomes over $100K88% of followers reported being in-market for a new smartphone in the next 12 monthsLinkedIn is the professional destination of choice for Samsung Mobile Followers55% are only following Samsung Mobile on LinkedIn -- they’re reaching an incremental audience that they don’t get on FB & Twitter.54% feel that LinkedIn is the best social media site for new product launchesSamsung is delivering on the Follower experience with relevant and engaging product and marketing content76% of followers feel more up-to-date51% feel closer to SamsungFollowers are having a significant impact on Samsung Mobile’s brand3X more likely to consider Samsung Mobile compared to non-FollowersMore than 2X more likely to recommend Samsung