LinkedIn presentatie van Marcel Molenaar op Next Marketing 2013
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Transcript of LinkedIn presentatie van Marcel Molenaar op Next Marketing 2013
IT Purchasing Goes Social
The Pervasive Influence of
Social Platforms on IT Buying
Marcel Molenaar
Linkedin Benelux
2
Our Mission. Connect the world’s professionals
to make them more productive and successful
4
200,000,000+
registered members (as of January 9th 2013)
7M+
Canada
74M+
USA
11M+
Brazil
3M+
Australia
50M+
EMEA
18M+
India
2M+
South Africa
3M+
DACH
4M+
Italy 4M+
France
3M+
Spain
3M+
NL 11M
+
UK
Everywhere Insights Identity
The value we bring to our members
5
Connect, find and
be found
Be great at what
you do
We work where our
members work
Jobs
Content
Jobs
Content
Reach receptive, professional audiences on LinkedIn
7
Reach the most influential, affluent,
and educated audiences at scale
Quality Audience
Professional Context
2x
more confident in info found
on LinkedIn than other social
sites6
6LinkedIn Global Follower Report, March 2012
IT decision making continues to be highly complex with IT
& business leaders jumping in and out of the process
8
20
30
40
50
60
70
80
Scope Plan Select Implement Review
Senior Non-IT
Non-IT RoleLeader
CIO
IT Role Manager
IT IndividualContributor
In fact, social networks influence the ENTIRE decision
making process
9
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
10
95%
45% 44%
LinkedIn Personal SocialNetworks
Microblogs
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?
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T Trust
learn from
trustworthy
peers
(58%)
E Efficiency
quickly
find information
(40%)
R Relevance
relevant context
to connect
with vendors
(37% )
A Access
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
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32%
44%
43%
46%
55%
74%
Provides a trusted channel for vendorinformation
Allows me to learn from trustworthypeers
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
13
34%
42%
54%
Enables me to quickly findinformation
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
14
41%
39%
49%
52%
71%
72%
Surfaces insights that are relevant tomy needs
Provides a relevant context to connectwith vendors
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
15
35%
54%
49%
54%
70%
86%
Provides opportunities to learn fromexperts
Provides access to a broader networkof peers
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
16
iPad
12
am
1a
m
2a
m
3a
m
4a
m
5a
m
6a
m
7a
m
8a
m
9a
m
10
am
11
am
12
pm
1p
m
2p
m
3p
m
5p
m
6p
m
7p
m
9p
m
10
pm
11
pm
Desktop
Source: LinkedIn/ResearchNow study of ITDMs in North America, Q3 2012
of ITDMs visit LinkedIn monthly or more 75%
Content flows across screens
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
18
Compared to the average user, ITDMs on LinkedIn are:
Source: Internal data, August 2012
7 out of 10 members 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
Innovations In Health
Smarter Cities Connect
Citrix Virtualization
Technology
SAP Community
Start by establishing your company presence
2.8M+ Active
Company
Pages
Create brand advocates
“ “ Through LinkedIn, we are working to identify and empower
influential brand advocates to increase word of mouth and awareness of our products.
Heesun Kim
Director of Media & Digital Marketing, Samsung
23
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
Marcel Molenaar Head of Marketing Solutions Benelux
+316 1500 1047
LinkedIn Confidential ©2013 All Rights Reserved
Thank you