techconnect sydney 15 the tech persona
TRANSCRIPT
#inTC15
Elisa Koch
Insights Lead, LinkedIn Marketing Solutions, AUNZ
Photo
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Meet David
• David is part of the decision making process for Data Centre Software
• He is an Information Technology
Manager working in an SMB size High Tech Company
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A bit about David…
• 17 years in industry covering information technology, engineering and operations
Project Management
Skills
Business Analysis
Change Management B. Science or Commerce
Considering MBA
Edu
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David is using LinkedIn to connect with experts and
engage with relevant content
Website page views 2X
Company Follows
3X
30% more
Content over jobs
7X
Mobile vs. Desktop Connected on LinkedIn 4X
Source: Eccolo Media, “2015 B2B Technology Content Survey Report: Volume 1,” Dec 16, 2014
What is David doing on LinkedIn?
Influencer Follows
2X
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When is he seeking out content and for what needs?
David consumes 2 to 4 distinct pieces of content at each stage
of the buying cycle
7 7
16
7
16
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Needs Specs VendorSelection
Implementing Managing Renewing
Hours spent researching at each stage – Last 3 Months
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What sort of content is he looking for on LinkedIn?
He is actively seeking content to become a better informed
decision maker
Cloud Computing
DB2
XML
Information Security
IT Service Mgmt
Mobile Computing
Scalability
Test Automation
1 Subject Matter Expert-
Consultation
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So what does this all mean?
Using the information he finds on LinkedIn, David is creating his
shortlist
Top reason data centre software vendors make the short list:
2 Features-Functionality
3 Cost-Price-Terms
4 Ease of Doing Business
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What else is he seeing on LinkedIn?
David is a popular profile
Industries sponsoring content to profiles like David’s in last 6 months
Growth in number of companies targeting profiles like David’s in last 6 months alone
Computer Software
Information Technology & Services
Higher Education
100+
39%
Top 3
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So what are you doing to reach David?
Know your audience
Take action
Engage with relevance
Thank you