Digital Content, Communities & Social: APAC Social Media Survey

Transcription

1 Digital Content, Communities & Social: APAC Social Media Survey Josh Garland Country Manager, ANZ - TechTarget TechTarget

2 Before making a tech purchase, buyers will access a wide variety of information sources Which of the following did you and the members of the buying team do before making your most recent purchase? (Select all that apply) 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 vendors on the short-list Downloaded a whitepaper from the vendor Attended a face-to-face event to meet with the vendor ANZ India China ASEAN Japan 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. Discussed the vendor with my peers Visited the vendor's social media pages/subscribed to their feeds None of these 0% 20% 40% 60% 80% TechTarget 2

3 TechTarget Social Media Survey Overview Global enterprise ITDM social media activity survey ASEAN respondents (Mainly Singapore, Malaysia, Philippines) India respondents ANZ respondents 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 TechTarget 3

4 While vendor sites & independent communities lead research, social networks have firm role Which of the following resources do you leverage when researching technology purchases? Online IT communities Vendor sites Independent edit sites Social networks/sites Peer reviews 41% 41% 65% 63% ANZ ASEAN India Online events North America Print pubs In-person events Mobile news/apps TechTarget 4

5 Social platforms making progress on peer/expert engagement; independent forums/vendor communities are first stop for many activities For each of the following online social platforms, indicate the professional activities in which you participate. (English Speaking APAC results; ANZ included) Independent IT communities IT vendor communities Social networking websites Keep up on trends 54% 45% 46% Answers to specific IT questions 64% 54% 64% Research IT solutions 57% 50% 31% Get product news and information 49% 58% 42% Access IT vendor experts 40% 48% 34% Engage w/ peers 42% 28% 55% Independent subject experts 48% 34% 40% TechTarget 5

6 When using communities/social networks, users are early to mid-stage in buying process 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? *Global Results Promote content for appropriate stage TechTarget 6

7 Vendor communities are important, but only used intermittently How often do you visit the following IT vendor communities in a professional capacity? (English Speaking APAC results; ANZ included) HP ranked #2 across ASEAN Microsoft 22% Daily Weekly Monthly 29% 24% VMware #2 in Australia Dell #2 rank in North America Oracle HP VMware Cisco Dell 13% 9% 9% 10% 7% 15% 17% 19% 14% 14% 21% 22% 19% 20% 18% SAP 9% 12% 16% Citrix 5% 14% 16% NetApp 5% 11% 13% Intel 5% 11% 12% EMC/RSA 5% 9% 14% Small co - Engage partner communities Big co - Connect more frequently TechTarget 7

8 Among social networking sites, LinkedIn is the most used by ITDMs How often do you use the following social networking sites in a professional capacity? Daily Weekly Monthly LinkedIn 32% 30% 14% Facebook 45% 19% 8% YouTube 26% 28% 17% Blogs 22% 27% 18% Google+ 29% 19% 13% Twitter Social Bookmarking 8% 16% 12% 16% 11% 9% Professional is broad category of activity, think in detail about activity classes TechTarget 8

9 LinkedIn leads in most uses, but other social platforms have strengths around tracking content For each social platform, indicate the professional activities in which you participate. Follow experts Follow vendors Follow peers LinkedIn 41% 26% 52% Facebook 21% 19% 44% Google+ 19% 15% 21% Twitter 18% 12% 19% YouTube 20% 13% 8% TechTarget 9

10 When it comes to actions, platforms also have different strengths For each social platform, indicate the professional activities in which you participate. Ask/answer questions Participate in discussions Research IT vendors/solutions LinkedIn 37% 35% 26% Facebook 32% 30% 16% Google+ 24% 14% 20% YouTube 12% 7% 18% Twitter 14% 11% 8% TechTarget 10

11 ITDMs are traditionally readers online, but social sites are earning actions IT buyers are actively engaged in social communities IT Pros can be brand-builders/extenders TechTarget 11

12 Frequency of these actions is increasing What is your participation in online IT communities and general social networking sites? 47% 47% 44% 43% 38% 35% 33% 32% 34% 17% 10% 9% 6% 2% 2% 4% Frequently contribute content Occasionally contribute content Read only ANZ ASEAN India North America I do not visit online communities or social networking websites TechTarget 12

13 Valuable content will be shared regardless of source 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% 69% 59% 58% 35% 25% 19% 25% 3% 12% 16% 7% Doesn't matter as long as the content is worth sharing Peer ANZ ASEAN India North America Vendor TechTarget 13

14 White papers and technical content are most likely content to be shared Which types of content are you most likely to "share" with your peers/social networks? White papers, case studies or research Technical tips/tutorials Articles IT downloads/demos Expert blogs Videos Offline events/conferences Online events/conferences Vendor-specific social feeds Webcasts Vendor blogs Slide decks Calculators, tools or widgets Podcasts Infographics ANZ ASEAN India NA TechTarget 14

15 White papers and technical content are most likely content to be shared Which types of content are you most likely to "share" with your peers/social networks? White papers, case studies or research Technical tips/tutorials Articles IT downloads/demos Expert blogs Videos Offline events/conferences Online events/conferences Vendor-specific social feeds Webcasts Vendor blogs Slide decks Calculators, tools or widgets Podcasts Infographics ANZ ASEAN India NA TechTarget 15

16 Content-rich ad units have engagement rates above all industry benchmarks How TechTarget uses social to expose more content and earn more followers -

17 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