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Marketing Solutions                                      Reach IT Software Buyers                                      wit...
REACH SENIOR IT                      IT executives are active on LinkedIn – and not just forDECISION MAKERS ON            ...
IT execs trust their colleagues and professional networks                                                            REACH...
Advertise on LinkedIn                                                                                                     ...
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Reach IT Software Buyers with LinkedIn

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With IT budgets on the rise and most IT organizations planning significant investments in 2011-12, the software market is positioned for its strongest
growth in a decade. We surveyed 800 U.S. IT Leaders and C-Level IT executives who are active
members of LinkedIn. The study examined decision-making responsibilities, LinkedIn usage, trust factors, purchase intentions, and brand affinities.

Publié dans : Business, Technologie
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Reach IT Software Buyers with LinkedIn

  1. 1. Marketing Solutions Reach IT Software Buyers with LinkedInSOFTWARE DECISION LinkedIn IT Software Buyer Audience Study, 2011MAKERS ON LINKEDIN With IT budgets on the rise and most IT organizations planning significantACTIVE BUYERS investments in 2011-12, the software market is positioned for its strongest92% plan enterprise software growth in a decade.1purchases in the next 12 months Software marketers can take advantage of these opportunities withENGAGED LinkedIn. LinkedIn’s membership includes leaders from every Fortune 500Spend 5-9x more time at LinkedIn company2 as well as executives at thousands of small and mid-sizedthan leading IT sites businesses. LinkedIn connects marketers with the most influential, affluent, and educated audience on the web3 – but can it connect youAUTHENTIC with senior IT executives who drive enterprise software purchaseParticipate under their real names decisions? This is the question we looked at in LinkedIn’s 2011 U.S. ITand company affiliations Software Buyer audience study.TRUST LINKEDIN & THEIR We surveyed 800 U.S. IT Leaders and C-Level IT executives who are activePROFESSIONAL NETWORK members of LinkedIn. The study examined decision-making responsibilities,93% rely on their work colleagues / LinkedIn usage, trust factors, purchase intentions, and brand affinities toprofessional network for software learn whether IT executives on LinkedIn:recommendations56% look to LinkedIn for • Influence software purchase decisions at their companiesenterprise software information • Actively use LinkedIn to do their jobs and make IT decisions • Have budget for major enterprise software purchases in the next 12 months • Recognize and recommend specific enterprise software brands SENIORITY OF LINKEDIN STUDY PARTICIPANTS CIO, CTO, COO IT C-LEVEL VP DIRECTOR IT LEADERS MANAGER 0% 10% 20% 30% 40% 50% Participants in the 2011 IT Software Buyer audience study included a representative sample of C-level IT executives (CIOs, CTOs and COOs with IT responsibilities) and IT Leaders (VPs, Directors, and Managers). Base: all survey respondents (n=800) 1
  2. 2. REACH SENIOR IT IT executives are active on LinkedIn – and not just forDECISION MAKERS ON job searches The number of channels that compete for the attention of technologyLINKEDIN leaders continues to grow. How are these IT executives using LinkedIn,OVER 88,000 IT LEADERS AND C-LEVEL and how does their LinkedIn usage compare with time spent on leadingIT EXECUTIVES ARE ACTIVE ONLINKEDIN EACH MONTH 4 IT channels? As a group, IT professionals tend to be early adopters and have long75,000+IT LEADERS been actively engaged on LinkedIn. In fact, IT professionals who visit LinkedIn spend more time on site per visit – and view more pages per visit – than they do at leading IT sites such as ZDNet, IDG, and Ziff Davis Enterprise.5 IT PROFESSIONALS ON LINKEDIN ARE HIGHLY ENGAGED 3412,000+ Average Pages per Visitor (US) Minutes per Visitor (US)C-LEVEL IT EXECS 19 4 3 3 2 2 2 LinkedIn ZDNet IDG Tech Network Ziff Davis Enterprise Sites IT professionals spend more time and view more pages per visit on LinkedIn than on leading IT sites.6 Do IT executives spend their time on LinkedIn to network, share recommendations, and seek IT information – or are they simply looking for jobs? We examined the activities of IT executives on LinkedIn during a typical month and found that IT executives primarily use LinkedIn to engage in professional networking activities, view people and profiles, participate in LinkedIn Groups around a professional interest, and learn about companies and products. Participation in each of these activities exceeds job hunting by a wide margin.7 IT execs on LinkedIn are senior decision makers It can be difficult for marketing professionals to ensure that their messages are reaching the right people at the right level in an organization. LinkedIn makes it easier for marketers to reach their target audience, because LinkedIn members participate under their real names and organizational affiliations, and senior executives comprise a significant portion of the overall audience. Of the 800 IT executives who participated in the LinkedIn Software Buyer audience study, 70 percent were director level or above,8 76 percent are employed by organizations that have over 1,000 employees, and all play a significant role in IT software purchase decisions in their companies. 2
  3. 3. IT execs trust their colleagues and professional networks REACH ACTIVEAccording to Forrester Research, business technology buyers consistently SOFTWARE BUYERSrank ‘peers and colleagues’ as the number one source of influence in the 92%buying process.9 The LinkedIn Software Buyer audience study reinforcesthis finding, with 93% of decision makers looking to their colleagues andprofessional networks for trusted advice on enterprise software purchases. OF IT EXECUTIVES SURVEYEDFurthermore, IT executives on LinkedIn are exceptionally well connected,with three to five times more connections in their network than the PLAN ANaverage LinkedIn member.10 ENTERPRISELINKEDIN CONNECTS SOFTWARE DECISION SOFTWAREMAKERS TO TRUSTED ADVICE PURCHASEWhen deciding whether to purchase a particular software product for your company or IN THE NEXT 12 MONTHS;institution, do you trust recommendations from the following sources? 79% PLAN TWO OR MORE WORK COLLEAGUES/ PROFESSIONAL NETWORK 93% INDUSTRY ANALYSTS(GARTNER/FORRESTER /IDC) 80% IT PUBLICATIONS (CNET, ZDNET, ETC.) 59% CONSULTANTS 58% CATEGORIES INCLUDED IT FORUMS AND MESSAGE 51% BOARDS IN THE STUDY VENDOR WEBSITES 23% VENDOR SALESPEOPLE 22% ANTI-VIRUS SOLUTIONS BACK-UP SOFTWARE 0% 20% 40% 60% 80% 100% BUSINESS INTELLIGENCE SOLUTIONSWhen making software purchase decisions, ‘Work colleagues/professional network’ is the #1 trusted resource for ITexecutives on LinkedIn, surpassing other trusted sources of information. Base: All survey respondents. (n=800) CLOUD-BASED SOLUTIONS COLLABORATION SOFTWAREIT executives consider LinkedIn to be an important asset in getting their CUSTOMER RELATIONSHIP MANAGEMENT (CRM)jobs done, with 50 percent or more of respondents rating LinkedIn a ENTERPRISE RESOURCE PLANNING (ERP)good resource for: VIRTUALIZATION SOLUTIONS• Getting information about enterprise software companies or products• Getting advice on how to solve an enterprise software challenge• Finding recommendations for enterprise software productsAdditionally, 24 percent of C-level IT executives stated that informationon LinkedIn had directly influenced a recent enterprise software purchasedecision.IT execs on LinkedIn are active enterprise software buyersWith major analyst firms reporting double-digit increases in spendingacross most software categories in 2011-201211, it’s not surprising thatmost IT executives on LinkedIn are planning major purchases.We surveyed LinkedIn users on their purchase plans across majorenterprise software categories and found that 92% of IT executives hadbudgeted purchases in at least one software category, 79 percent in2 or more categories, and 59 percent in 3 or more categories.We also looked at purchase plans by category and measured awareness ofmajor software brands across multiple categories. Contact your LinkedInaccount executive for more information on specific brands and categories.
  4. 4. Advertise on LinkedIn BRANDS INCLUDEDLinkedIn is a powerful vehicle for enterprise software marketers to reach IN THE STUDYtheir target audience. Our marketing solutions provide advertisers withthe ability to target audiences based on our members’ profile information, 3COM JUNIPERincluding job title, job function, seniority, company name, company size, 8X8 KODAKindustry, and geography. ACER LENOVOTo learn more about the LinkedIn IT Software Buyer audience study and APPLE LGhow you can tap into LinkedIn’s audience of affluent, influential, AVAYA MICROSOFThard-to-reach professionals, contact your LinkedIn account executive. BARRACUDA MOTOROLA BLACKBERRY NECMethodology BROTHER NETAPPLinkedIn’s 2011 U.S. IT Software Buyer audience study was an online BUFFALO NETGEARsurvey fielded in Q1 2011. The survey was conducted with 800 active, CANON NOKIAU.S. LinkedIn members whose LinkedIn profiles met the definition of ITLeaders and C-Level execs, and who were screened for their involvement CISCO NORTELin IT software purchase decisions within their organization. For the DELL ORACLEpurposes of this survey, ‘active’ means a LinkedIn member who has used EMC PALMLinkedIn at least once in the last 30 days. EPSON SAMSUNGThe demographics of the survey were representative of the broader FABRK SEAGATE/MAXTORLinkedIn Audience at the time the survey was conducted. A total of 800 HITACHI SONYLinkedIn members completed the survey; however, a number of analyses HP SUN MICROSYSTEMSfocused on subsets of participants (n ~634 and n~166). The margin of HTC TOSHIBAerror on reported percentages is +/- 3.5% for the entire sample. Themargins of error for subgroup analyses are +/- 3.9% for the IT Leader IBM WESTERN DIGITALsubgroup (n=634) and +/- 7.6% for the C-Level IT executive subgroup IOMEGA XEROX(n=166), assuming a 95% confidence level.Software categories included in this study: cloud-based solutions, CRM,collaboration, antivirus solutions, business intelligence, ERP, backupsoftware, and virtualization solutions.For more informationhttp://marketing.linkedin.com/contact1 Andrew Bartels, Vice President and Principal Analyst, Forrester Research, “What CEOs Of Small Software Companies Need to do In 2011” July 7, 2011.2 As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members.3 The Nielsen Company @Plan data, released December 2010. U.S. LinkedIn members include more decision makers, more college and post graduates, with higher average household incomes, than many leading business websites.4 LinkedIn active audience, February 2011. At the time the survey was conducted, 88,000 IT decision makers were active on LinkedIn each month, and the number continue to grow.5 Comparative pages per visitor and minutes per visitor from the Nielsen Company, @Plan January 2011.6 Nielsen Company, @Plan January 2011.7 In January 2011, 90% of active IT executives communicated with their network, 82% searched or viewed profiles, 31% participated in a LinkedIn group for like-minded professionals, whereas only 12% looked at job listings.8 At the time the survey was conducted, 22 percent of participants in LinkedIn’s 2011 U.S. IT Software Audience Study 2011 were C-level executives in IT (CIOs, CTOs , COOs), 10 percent were vice presidents, 38 percent directors, and 32 percent managers.9 Kim Celestre, Senior Analyst, Forrester Research, referencing Forrester’s Social Technographics® findings in her June 14, 2011 report, "The Social Tech Product Launch: Monitor Social Conversations to Guide New Product Introductions.”10 ‘Number of connections’ data based on LinkedIn active audience statistics, January 2011.11 Andrew Bartels, Vice President and Principal Analyst, Forrester Research, “Mid-year update: Tech Industry Outlook for 2011 and 2012” (teleconference presentation), June 23, 2011.Copyright © 2011 LinkedIn Corporation, Inc. LinkedIn and the LinkedIn logo are registered trademarks of LinkedIn Corporation in the UnitedStates and/or other countries. All other brands and trademarks are property of their respective owners. All rights reserved. 4