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IT Purchasing Goes Social

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Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.

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IT Purchasing Goes Social

  1. 1. IT Purchasing Goes SocialThe Pervasive Influence ofSocial Platforms on IT BuyingNorth America Commissioned study conducted by:
  2. 2. IT decision making continues to be highly complex with IT& business leaders jumping in and out of the process8070 Senior Non-IT Non-IT Role60 Leader CIO50 IT Role Manager40 IT Individual Contributor3020 Scope Plan Select Implement Review 2
  3. 3. In fact, social networks influence the ENTIRE decision making process Stages of decision making 54% 45% 46% 47% 44% Awareness Scope Plan Select Implement 74% 96% 68% 76% Increase in Increase in Increase in Increase in past 2 years past 2 years past 2 years past 2 yearsSource: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 3
  4. 4. LinkedIn is the preferred choice for IT decision makers Social networks used for business in the past year*: Among ITDMs who use at least one for business 95% 45% 44% LinkedIn Personal Social Networks Microblogs* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 4
  5. 5. Why do ITDMs turn to social networks? T Trust E Efficiency R Relevance A Access learn from quickly relevant context access a trustworthy find information to connect broader network peers (40%) with vendors (49%) (58%) (37% )Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn 5
  6. 6. TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors LinkedIn Microblogs Personal social networks 74% Allows me to learn from trustworthy 46% peers 44% 55% Provides a trusted channel for vendor 43% information 32% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 6
  7. 7. EFFICIENCY: LinkedIn makes information research faster LinkedIn Microblogs Personal social networks 54% Enables me to quickly find 42% information 34% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 7
  8. 8. RELEVANCE: LinkedIn provides a more relevant context to connect with vendors LinkedIn Microblogs Personal social networks 72% Provides a relevant context to connect 52% with vendors 39% 71% Surfaces insights that are relevant to 49% my needs 41% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 8
  9. 9. ACCESS: LinkedIn provides a broader network of peers and experts LinkedIn Microblogs Personal social networks 86% Provides access to a broader network 54% of peers 54% 70% Provides opportunities to learn from 49% experts 35% ITDMs who use each networkSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 9
  10. 10. As a result of value, ITDMs incorporate LinkedIn into their regular work routines 75% of ITDMs visit LinkedIn monthly or more Desktop iPad 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm 9pm 10pm 11pmSource: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012 10
  11. 11. ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional Compared to the average user, ITDMs on LinkedIn are: 3X more connected 4X more likely to follow tech companies on LinkedIn 60% more likely to use LinkedIn Today 11ITDMs: members in IT function, Manager+ Source: Internal data, August 2012
  12. 12. Members want a relationship with you 7 out of 10 members expect companies to have a presence on LinkedIn
  13. 13. Members want a relationship with you 79% Up-to-date information 51% Product/service information
  14. 14. Connecting with and influencing IT Decision-Makers Innovations In Health Smarter Cities Connect Citrix Virtualization Technology SAP Community
  15. 15. 66K Views
  16. 16. 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 16

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