linkedin - techconnect:12

IT Purchasing Goes SocialThe Pervasive Influence of Social Platforms on IT Buying

Commissioned study conducted by:

North America

IT decision making continues to be highly complex with IT & business leaders jumping in and out of the process

2

Scope Plan Select Implement Review20

30

40

50

60

70

80

Senior Non-IT

Non-IT Role Leader

CIO

IT Role Manager

IT Individual Contributor

In fact, social networks influence the ENTIRE decision making process

3

54% 45% 46% 44%47%

Awareness Scope Plan Select Implement

Stages of decision making

96%Increase in

past 2 years

Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

68%Increase in

past 2 years

76%Increase in

past 2 years

74%Increase in

past 2 years

LinkedIn is the preferred choice for IT decision makers

4

LinkedIn Personal Social Networks

Microblogs

95%

45% 44%

Among ITDMs who use at least one for business

Social networks used for business in the past year*:

* Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

Why do ITDMs turn to social networks?

5

TTrust

learn from trustworthy

peers (58%)

EEfficiency

quickly find information

(40%)

RRelevance

relevant context to connect

with vendors(37% )

AAccess

access a broader network

(49%)

Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn

TRUST: LinkedIn as a trusted channel to learn from peers and connect with vendors

6

Provides a trusted channel for vendor in-formation

Allows me to learn from trustworthy peers

32%

44%

43%

46%

55%

74%

LinkedIn Microblogs Personal social networks

ITDMs who use each network

Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

EFFICIENCY: LinkedIn makes information research faster

7

Enables me to quickly find information

34%

42%

54%

LinkedIn Microblogs Personal social networks

Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

ITDMs who use each network

RELEVANCE: LinkedIn provides a more relevant context to connect with vendors

8

Surfaces insights that are relevant to my needs

Provides a relevant context to connect with vendors

41%

39%

49%

52%

71%

72%

LinkedIn Microblogs Personal social networks

Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

ITDMs who use each network

ACCESS: LinkedIn provides a broader network of peers and experts

9

Provides opportunities to learn from experts

Provides access to a broader network of peers

35%

54%

49%

54%

70%

86%

LinkedIn Microblogs Personal social networks

Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

ITDMs who use each network

As a result of value, ITDMs incorporate LinkedIn into their regular work routines

10

iPad

12

am

1a

m

2a

m

3a

m

4a

m

5a

m

6a

m

7a

m

8a

m

9a

m

10

am

11a

m

12

pm

1p

m

2p

m

3p

m

5p

m

6p

m

7p

m

9p

m

10

pm

11p

m

Desktop

Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012

of ITDMs visit LinkedIn monthly or more75%

3X more connected

60% more likely to use LinkedIn Today

4X more likely to follow tech companies on LinkedIn

ITDMs: members in IT function, Manager+

ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional

11

Compared to the average user, ITDMs on LinkedIn are:

Source: Internal data, August 2012

7 out of 10members expect companies

to have a presence on LinkedIn

Members want a relationship with you

79%Up-to-date information

51%Product/service information

Connecting with and influencing IT Decision-Makers

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15

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