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TechConnect Sydney featuring content from Matt Tindale and Kelly Kyer
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#InTC14
Sydney, Friday 17th October
Matt TindaleDirector Marketing Solutions - AUNZLinkedIn
Welcome
#InTC14
Individual contributors or managers
50%
IT Committee
45%
Work outside of IT
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Through the buying cycle60%
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Content Marketingis the bridge that builds relationships
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Content shaped by data and technology
7 More engagement with content vs. jobsx
Content is our core
Top 3 Types of expected content
Members expect and trust content from brands on LinkedIn
Current affairs
Career info
Updates from brands
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Billy Ray CyrusNational Corvette MuseumJosh HommeKim KardashianShaun WhiteKaty Perry
#OneOfMyFavoriteMoviesIs#MtSWISHMore#SelenaNeoLaunchYou Got Served#iHeart1DCzechs#thankswingman
LeadershipiPad
Cloud ComputingEmployee Engagement
Online AdvertisingSelf-esteem
Web marketingInternal Communication
Business Real Estate
We see this aspirational mindset reflected in the types of content consumed on LinkedIn
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
#InTC14
Kelly KyerGlobal Lead - Technology VerticalLinkedIn
Nurturing the IT Committee Lead
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11Source: Accenture Technology Vision 2014; http://www.accenture.com/microsites/ittechnology-trends-2014/Pages/tech-vision-report.aspx
A huge shift is under way. Boundaries are blurring in many dimensions — not just between IT leaders and their business colleagues... IT strategy and business strategy are no longer
separate; they have become inseparable.
Why the Tech Committee matters?
12
ITDMMultiple titles with:• Budget• Purchase authority• Influence
OperationsFinanceSalesMarketing HR
Who was the Tech Committee?
13
Who is the Tech Committee?
OperationsFinanceSalesMarketing ITDM HR
Now all possess budget, purchase authority, and influence in tech buying
14
Buying decisions are made by a broader group than IT
95% of the Tech Committee use social networks for business
More likely to engage with vendors on LinkedIn than other networks
Understanding the Tech Committee on Social
15Source: Gartner analyst Laura McLellan , VP Research, Gartner; http://my.gartner.com/portal/server.pt?open=512&objID=202&mode=2&PageID=5553&resId=1871515&ref=Webinar-Calendar
By 2017 the CMO will spend more on IT than the CIO
Why the Tech Committee matters?
We build relationshipsbetween brands and the world’s
professionals to make them both more successful.
#InTC14
EARNEDTrust + Credibility
m u s t b e
* LOCAL LANGUAGE / LinkedIn Survey and Internal Data: Q2 2014#InTC14
We surveyed over 2,300 IT Committee members globally
But how do you earn TRUST with the IT Committee?
The Growing IT CommitteeWho are they and how do you engage them?
The Power of Education without BiasIf you’re talking about yourself, you’re doing it wrong
The Expertise You Don’t Know You HaveThe definition of an expert is broader than you think
Nurture, don’t Disrupt Gating content too early and too often is counter-productive
Overview #InTC14
The GrowingIT Committee
#InTC14
The IT Committee: rapidly growing and influential
10+ millionglobal LinkedIn members who influence IT decisions across departments and seniorities
Growing1.25x
faster than general member
growth
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320,000+ IT Committee members in AU
#InTC14
2x as active on desktop in the feed than members1
2x as active in groups than members1
25% more active on mobile than members1
9 in 10 are in market for an IT solution in the next 12 months
And what type of IT products and services does your company plan to acquire in the next 12 months?
44%
35%
31%
40%
13%
55%
88% in Market
Top IT products and services the
IT Committee are in-market for:
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How frequently do you visit each of the following sources to get IT related news and information?
They’re hungry for IT news and information on social
Visit Google+ Visit Facebook Visit TwitterVisit LinkedIn
39%44% 18%74%
86% use social media for IT News and Information each month
% content from each source very or extremely trustworthyThey trust content on LinkedIn more than any other source
How frequently do you visit each of the following sources to get IT related news and information? How trustworthy do you feel the content you see from each of the below sources is?
Visitation │ High Medium Low
LinkedIn Online Trade /Industry Sites
Discussion Forums
Google+ Online News Sites
Blogs Facebook Twitter
56%49%
35%32% 31%
22%
13%
5%
The Power of Education without Bias
of the IT Committee require education to sustain or make a change to their IT ecosystem
75%
How significant is the role education plays in the following types of decisions undertaken by your organization?
#InTC14
More likely to consider an IT vendor who educates me through each stage of the decision process
62%
Educating throughout the purchase funnel makes generating leads more effective
#InTC14
Education with broad-themed, non branded content is preferred
37%
40%
55%Most interested in non-branded and non-sales focused content
More likely to consider an IT vendor who publishes content about my industry and topics of interest
More favorable toward an IT vendor who publishes content about my industry and topics of interest
#InTC14
Start with content about general industry topics, prioritized for your audience
Author or promote expert content on the direction and use of your industry’s products
Promote branded user reviews and case studies to drive consideration and selection of your company
1
3
2
Three types of education#InTC14
Top types of information sought in each stage of IT decision-making process:
Earn more interest with a variety of content
* Based on 2013 comScore IT Committee Research. Global data.
AWARENESS SCOPE PLAN SELECT IMPLEMENT
IT industry news / strategy info
Best practices, how-to’s, checklists
Product / solution demo / software trial
Diagnostic / assessment tools
1
3
2
3
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The Expertise You Don’t Know You Have
#InTC14
Not necessarily on title or connectionsExpertise is based on references from others
6%
6%
7%
10%
14%
17%
47%
54%
67%References from coworkers and other professionals in their field
Published author or presenter in their field
Has a (on average) 8 years of experience
Manages a team
Has a Master's Degree or higher
Third Party scores (Klout, Kred, PeerIndex, etc.)
Is a vice president or more senior
Has 500 or more connections on LinkedIn
Other (Please specify)
When you think of a technology subject matter expert (SME), what is the first thing that comes to mind?Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
% Who Believe Each Statement Defines an Expert
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Content from experts is the most influential
Thinking of a recent or upcoming company-wide technology purchase, how influential is the SOURCE of the information you consume at each stage of the purchase cycle?
Influence on tech purchases (by purchase stage and content source)
59% 58%
49%
62%
50%46%
41% 42%
52%
37% 36%
29%
22% 25%
25%
Awareness
Scope Plan Selec
tImplement
Awareness
Scope Plan Selec
tImplement
Awareness
Scope Plan Selec
tImplement
EXPERT CONTENT USER / PEER REVIEW BRANDED CONTENT
AVG: 56% AVG: 44% AVG: 28%
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Expertise can help drive the bottom line
30%Are more likely to buy from vendors who have experts
publishing on LinkedIn
Utilize the expertise in your organization to earn trustOn the world’s largest professional publishing platform
#InTC14
Nurture, don’t Disrupt
#InTC14
of the IT Committee provides fake information when they
complete a lead capture form
56%
38A Lead Capture for is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or a webinar they have held. Is the information you provide on Lead Capture forms truthful?
How many of you have had Mickey Mouse download
your content?
#InTC14
are less likely to consider a vendor who gates the
FIRST piece of content
41%
Gating content too early or too often decreases consideration
79%
are less likely to consider a vendor who gates
ALL content
IT Committee Members actively looking for an enterprise IT Solution (in-market)
40
Nurturing leads through content is vital because most are not ready to talk to sales
of content before they are ready to talk to a sales rep.
5.5 pieces
The average Tech Committee member needs
to consume
Like (353) Comment (33)
Intel#InTC14
Intel #InTC14
43
Earn trust with broad-based content that goes beyond your brand’s self-interests
Focus on educating prospective customers in the short-term to generate higher quality leads in the long-run
Leverage your employees and company specialists as experts
Incorporate an “always on” content strategy with a variety of content – gated and un-gated
Marketer Implications
Data, Insights and Content Marketing for the Tech Brand
#InTC14
Peter HitchenA/NZ Market Development ExecutiveIBM
Matthew BarnetBusiness DirectorCarat Enterprise A/NZ
David NemesSales ManagerLinkedIn
#InTC14
Sydney, Friday 17th October