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Digital Content,
Communities & Social:
APAC Social Media Survey
Josh Garland
Country Manager, ANZ - TechTarget
© TechTarget
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
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
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
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
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
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
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
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
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
© 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
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
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
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
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
How TechTarget uses social to expose more
content and earn more followers
-
Content-rich ad units have engagement
rates above all industry benchmarks
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…)
17
