The document discusses social media use among technology companies and engineers. It finds that LinkedIn and Facebook are the most widely used social media platforms. Engineers report that LinkedIn is better for professional networking, while Facebook is also popular. The document also finds that Wikipedia can provide good leads for B2B sales. Overall, it suggests that social media can be an effective marketing channel when used as part of a "pull" strategy to share useful content and draw people to a company's online communities.

1. Social Media for High Technology
Businesses
Data Compiled by Markonix, LLC

2. The Social Media Mess!
Source: Tom Cuniff
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3. Information Sources for EEs
Source: EE Times
Blogs and Social Media
Use Increasing
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4. Methods Used to Keep Up to Date
Using white papers/ webinars
for a pull campaign
Source: EE Times
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5. Time Spent On Various Activities
Q16. Approximately what percentage of your time in a typical work week do you spend
on the following activities?
2011
0-5% 6-10% 11-15% 16-20% 21-25% 26-30% 31%+
In telephone conversations 45/45/45 25/27/25 13/13/13 9/8/9 3/3/3 2/2/2 3/3/3
Sending/responding to email 11/10/12 26/25/27 18/17/18 18/18/18 11/13/10 7/7/8 8/10/7
Conducting Internet searches 19/18/20 30/29/31 19/18/19 15/17/15 7/7/6 5/5/5 5/7/4
Engaged in social media
88/80/92 5/8/4 2/4/1 2/3/1 1/1/1 1/1/0 1/2/0
(Twitter, LinkedIn, Facebook)
Attending meetings 23/17/26 24/26/24 15/18/14 14/14/14 8/9/8 8/9/8 7/7/7
Percentages in the table above are shown in the following order: Overall / Less than 45 Years Old / 45 Years and Older.
Social Media is now counted in
activities at work
Source: Hearst Electronic Products
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6. Time Spent On Social Media
Q17. As it relates to social media, how much time in a typical week do you specifically spend for
work on the following?
2011
None 1-14 min 15-29 min 30-59 min 1-2 hours 3-5 hours 6-10 hours 11+ hours
Twitter 89/81/92 8/12/5 2/3/1 1/1/1 1/1/1 0/0/0 0/0/0 0/0/0
LinkedIn 57/55/58 30/31/29 6/7/6 4/4/5 1/2/1 1/1/0 0/0/0 0/0/0
Tumbler 96/92/98 2/4/1 1/2/0 1/1/0 0/0/0 0/0/0 0/0/0 0/0/0
Facebook 65/54/70 18/21/16 6/6/6 5/7/4 4/6/2 2/3/1 0/1/0 1/2/0
Other 90/90/90 3/5/2 2/2/2 2/1/2 1/1/1 1/1/1 1/0/1 1/1/1
Percentages in the table above are shown in the following order: Overall / Less than 45 Years Old / 45 Years and Older.
Source: Hearst Electronic Products
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7. Value of Information Sources
Q15. How valuable to you in your day-to-day work are the following sources of information?
Source: Hearst Electronic Products 2011
Very High Value Considerable Slight Value No Value
Value
Trade shows and conferences, in-person 20/27/17 36/37/36 28/23/31 15/13/16
Product Reviews 15/21/13 52/49/53 29/27/30 4/3/4
Magazine Articles 14/13/15 57/52/59 26/30/24 3/4/2
Web Seminars/Webinars 11/14/9 35/36/34 39/37/39 16/12/18
Forums 9/14/7 30/37/26 38/34/40 24/15/27
Video 8/14/5 25/29/23 43/42/44 23/15/27
Trade shows and conferences, virtual 7/13/5 25/26/24 43/39/45 25/22/26
E-Newsletters Increasing Value of
6/8/5 34/31/36 48/48/47 12/13/11
Magazine Advertisements Social Media 5/4/5 25/20/27 57/56/57 14/20/11
Direct Mail 4/7/3 16/19/15 52/48/54 28/27/28
Blogs 4/8/2 14/20/11 37/39/36 45/33/50
Social Media 3/6/1 8/13/6 28/33/25 61/47/68
Percentages in the table above are shown in the following order: Overall / Less than 45 Years Old / 45 Years and Older.
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8. Engineers and Social Media
Source: Napier, UK
FB and LinkedIn most popular
• 54% Engineers and 59% Managers agree social media is useful within a
Business environment
• 9% can’t decide
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9. Engineers & Twitter
Source: EE Times
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10. B2B Leads from Social Media
• Wikipedia offers best leads
• Twitter second best
• LinkedIn the worst
Source: Leadformix
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11. Social Media B2B Marketing Trends
Use of manages pages on
Social Media Channels
widespread
Source: Marketing Sherpa
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12. Conclusions
• Social Media is starting to factor in as a
communication channel
– LinkedIn is the most used
• Better channel for HR than Products
– Facebook the second
– Wikipedia is a hidden gem
• Very trusted due to its nature
• Social Media can replace other more expensive
channels
– Engineers look for knowledge
– Most certainly is not a PR channel
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13. Effective Social Media Strategies
• Push vs. Pull • Social media is a set of tools
– Start slow – No need to use all at the
• Don’t flood the channel same time
• Draw engineers to your • Engage with active users
social network
– Get a feel for community
– A pull campaign more expectations
effective – Avoid Spin
• Search engines
• LinkedIn Group/Quora
• Industry publications
• Blogs
• Word of mouth (FB likes)
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14. Implementing Social Media
Social Media
Sites News /
Articles
Product /
Tech
Social Media
Plugin Blog
CMS
Campaign
Main Website
Audience
Data Mining
& Analytics
Leads
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15. THANK YOU
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