The Social Bridge
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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:Global Version
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 2
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 3
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 4
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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:Global Version
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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
Global
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Tech companies risk being on the sidelines if they don’t educate and help
TECH COMPANIES
7
Decrease in lead potential
Implications
Less exposure to client and prospect
projects
Limiting long-term perception as a trusted
partner and thought leader
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Why is it so critical to foster long-term relationships?
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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?
1,757 IT Committee members in
10 countries
What are they saying?
3,000 tech posts from public LinkedIn Groups
What are they doing?
IT decision makers on LinkedIn
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 10
THE IT COMMITTEE
They work cross functionally
45% Work outside of IT
They include individual contributors and managers
44% are individual contributors or managers
These scarce influencers include more than the IT department and the Executive team
Global
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 11
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.
Global
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The IT Committee actively seeks conversations with vendors on social media
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Nearly all of the IT Committee use social networks
Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013
2013
92% 95% 2012
84%
Use social network monthly for business
Global
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The reason? Social media – LinkedIn especially – provides them with trust, efficiency, relevance, and access
Source: Commissioned study conducted by Forrester Consulting in 8 countries on behalf of LinkedIn, Q3 2012
Access
A
Access a broader network
47%
Relevance
R
Relevant context to connect with vendors
37%
Efficiency
E
Quickly find information
45%
Trust
T
Learn from trustworthy peers
52%
Global
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 15
As tech decision makers use social to learn and debate, they’re looking to vendors to participate
65%Open to connecting with
vendors on socialReady to have a conversation
with a vendor on social
79%
Global
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The vendor shortlist is more exclusive and critical than you think
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 17
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 list88%
purchased from a new vendorOnly 1 in 6
Global
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Build relationships to make the short list
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Traditional lead generation needs to be blended with social to earn leads
Sweet Spot
Social Relationships
Valuable Content
Traditional lead generation
Global
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 20
Context matters. Credibility and trust drive brand perception and willingness to consider a vendor for the shortlist
46%
46%
49%
33%
33%
33%
21%
21%
18%
% who trust LinkedIn more than other websites
Connecting more efficiently with vendors and relevant companies
Talking about my experience with IT vendors
Receiving information relevant to my IT decisions
LinkedIn Same Other websites
Global
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The IT Committee are more likely to engage with their vendors on LinkedIn than on other social networks
Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013
Reading a post from their vendor
Following theirvendor
40%more often than other
social networks
LINKEDIN IS USED
41%more often than other
social networks
LINKEDIN IS USED
Global
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Likelihood of getting a meeting with the IT Committee increases as vendors engage with this audience on LinkedIn
Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013
# of types of engagement with vendor on LinkedIn before purchase
NONE 1 TYPE 2+ TYPES0%
20%
40%
60%
Met with the vendor in person Received a demo
Attended a webinar from vendor Did a live chat with vendor
Met with the vendor in person
Received a demo
Attended a webinar from vendor
Did a live chat with the vendor
Pre-Purchase Vendor Engagement by # of Types of Engagement on LinkedIn
Global
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Vendors who interact with the IT Committee at a high rate are more likely to create promoters
Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013
Engagement on LinkedIn Prior To PurchaseVendor Net Promoter Score
36
NONE
51
1 TYPES
60
2+ TYPES
Global
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Engage the IT Committee everywhere they learn
FEED
MOBILE
GROUPS
INMAIL
Global
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Earn leads and build relationships with content
SLIDESHARE CHANNEL
SPONSORED UPDATES
SLIDESHARE CONTENT ADS
PERSONALIZED INSIGHTS VIA API
Global
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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
Global
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Source: commissioned study conducted by comScore in 10 countries on behalf of LinkedIn, Q3 2013 27
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Brazil (local language)
N=150Australia
N=100
India
N=201
Germany (local language)
N=200
UK
N=201
France (local language)
N=200USA
N=379
Canada
N=126
Hong Kong (local language)
N=100
Singapore
N=100
Appendix: Survey Sample Size and Countries
1757 IT Committee Members505 NAMER, 601 Europe, 501 APAC, 150 Brazil
Data weighted to match IT Committee proportion for each country