Digital Content, Communities & Social: APAC Social Media ... · TechTarget Social Media Survey...
Transcript of Digital Content, Communities & Social: APAC Social Media ... · TechTarget Social Media Survey...
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Digital Content,
Communities & Social:
APAC Social Media Survey
Josh Garland
Country Manager, ANZ - TechTarget
© TechTarget
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Before making a tech purchase, buyers will
access a wide variety of information sources
© TechTarget 2
What does this
mean for you?
The variety of
interactions that
take place prior to a
purchase speaks to
the need for
maintaining a
proper media mix.
Which of the following did you and the members of the buying
team do before making your most recent purchase? (Select all
that apply)
0% 20% 40% 60% 80%
Met face to face with the vendor
Spoke on the phone with the vendor
Visited the vendor's website
Did a Google search for the vendorson the short-list
Downloaded a whitepaper from thevendor
Attended a face-to-face event to meetwith the vendor
Discussed the vendor with my peers
Visited the vendor's social mediapages/subscribed to their feeds
None of these
ANZ India China ASEAN Japan
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TechTarget Social Media Survey Overview
● Global enterprise ITDM social media activity survey
- 182 ASEAN respondents (Mainly Singapore, Malaysia, Philippines)
- 378 India respondents
- 126 ANZ respondents
- 679 North American respondents
- 40% IT Mgr+, 56% >500 employees
● Professional use of social media is significant
● Social media lags as a purchasing resource, but different
platforms have different strengths
● Much more sharing/discussion than previously
associated with non-developer ITDMs
3 © TechTarget
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While vendor sites & independent communities
lead research, social networks have firm role
© TechTarget 4
Which of the following resources do you leverage when researching technology
purchases?
41% 63%
65% 41%
Mobile news/apps
In-person events
Print pubs
Online events
Peer reviews
Social networks/sites
Independent edit sites
Vendor sites
Online IT communities
ANZ
ASEAN
India
North America
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Social platforms making progress on peer/expert
engagement; independent forums/vendor
communities are first stop for many activities
© TechTarget 5
For each of the following online social platforms, indicate the professional activities in
which you participate. (English Speaking APAC results; ANZ included)
54%
64%
57%
49%
40%
42%
48%
45%
54%
50%
58%
48%
28%
34%
46%
64%
31%
42%
34%
55%
40%
Keep up on trends
Answers to specific IT questions
Research IT solutions
Get product news and information
Access IT vendor experts
Engage w/ peers
Independent subject experts
Independent IT communities IT vendor communities Social networking websites
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When using communities/social networks,
users are early to mid-stage in buying process
© TechTarget 6
*Global Results
At which stage(s) of your buying process do you visit online IT communities or social
networking websites to research technology products and/or vendors?
Promote content for appropriate stage
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Vendor communities are important, but only used
intermittently
© TechTarget 7
How often do you visit the following IT vendor communities in a professional capacity? (English Speaking APAC results; ANZ included)
22%
13%
9%
9%
10%
7%
9%
5%
5%
5%
5%
29%
15%
17%
19%
14%
14%
12%
14%
11%
11%
9%
24%
21%
22%
19%
20%
18%
16%
16%
13%
12%
14%
Microsoft
Oracle
HP
VMware
Cisco
Dell
SAP
Citrix
NetApp
Intel
EMC/RSA
Daily Weekly Monthly
Small co - Engage partner communities
Big co - Connect more frequently
HP ranked #2
across ASEAN
VMware #2 in
Australia
Dell #2 rank in
North America
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Among “social networking” sites, LinkedIn is the
most used by ITDMs
© TechTarget 8
How often do you use the following social networking sites in a professional capacity?
32%
45%
26%
22%
29%
16%
8%
30%
19%
28%
27%
19%
16%
12%
14%
8%
17%
18%
13%
9%
11%
YouTube
Blogs
Google+
Social Bookmarking
Daily Weekly Monthly
“Professional” is
broad category
of activity, think
in detail about
activity classes
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LinkedIn leads in most uses, but other social
platforms have strengths around tracking content
© TechTarget 9
For each social platform, indicate the professional activities in which you participate.
41%
21%
19%
18%
20%
26%
19%
15%
12%
13%
52%
44%
21%
19%
8%
Google+
YouTube
Follow experts Follow vendors Follow peers
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When it comes to “actions,” platforms also have
different strengths
© TechTarget 10
For each social platform, indicate the professional activities in which you participate.
37%
32%
24%
12%
14%
35%
30%
14%
7%
11%
26%
16%
20%
18%
8%
Google+
YouTube
Ask/answer questions Participate in discussions Research IT vendors/solutions
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© TechTarget 11
IT buyers are actively engaged in social communities
97 58
ITDMs are traditionally “readers” online, but
social sites are earning actions
IT Pros can be brand-builders/extenders
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Frequency of these actions is increasing
© TechTarget 12
What is your participation in online IT communities and general social networking sites?
10%
38%
47%
6%
17%
35%
47%
2%
33% 32% 34%
2%
9%
44% 43%
4%
Frequently contribute content Occasionally contributecontent
Read only I do not visit onlinecommunities or socialnetworking websites
ANZ ASEAN India North America
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Valuable content will be shared regardless of
source
© TechTarget 13
Are you more inclined to look at vendor content that has been shared/re-tweeted by a peer
or shared/tweeted by the vendor themself?
72%
25%
3%
69%
19%
12%
59%
25%
16%
58%
35%
7%
Doesn't matter as long as thecontent is worth sharing
Peer Vendor
ANZ ASEAN India North America
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White papers and technical content are most likely
content to be “shared”
© TechTarget 14
Which types of content are you most likely to "share" with your peers/social networks?
Infographics
Podcasts
Calculators, tools or widgets
Slide decks
Vendor blogs
Webcasts
Vendor-specific social feeds
Online events/conferences
Offline events/conferences
Videos
Expert blogs
IT downloads/demos
Articles
Technical tips/tutorials
White papers, case studies or research
ANZ ASEAN India NA
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White papers and technical content are most likely
content to be “shared”
© TechTarget 15
Which types of content are you most likely to "share" with your peers/social networks?
Infographics
Podcasts
Calculators, tools or widgets
Slide decks
Vendor blogs
Webcasts
Vendor-specific social feeds
Online events/conferences
Offline events/conferences
Videos
Expert blogs
IT downloads/demos
Articles
Technical tips/tutorials
White papers, case studies or research
ANZ ASEAN India NA
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How TechTarget uses social to expose more
content and earn more followers
-
Content-rich ad units have engagement
rates above all industry benchmarks
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Things to think about
● Classic digital advice holds true
- Content volume and quality is crucial to online interactions
- Context is even more important – right expert in the right
forum
● Importance of online social interactions is yet another
reason to push sales and SE teams to be tuned to digital
signals and assigned to key activity zones. They need to:
- Be monitoring the right places
- Be aware of what content is best for that moment (stage of
buying, language, topic, technology…)
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