#InTC14

Sydney, Friday 17th October

Matt TindaleDirector Marketing Solutions - AUNZLinkedIn

Welcome

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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

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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?

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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

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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.

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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

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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

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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?

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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

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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

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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

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 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

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Nurture, don’t Disrupt

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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?

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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

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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

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Peter HitchenA/NZ Market Development ExecutiveIBM

Matthew BarnetBusiness DirectorCarat Enterprise A/NZ

David NemesSales ManagerLinkedIn

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Sydney, Friday 17th October