Few things have captivated the imagination of communications professionals in recent years more than social media. But the journey forward has not been plain sailing, with some skeptics suggesting the medium is often an exercise in vanity characterized by too much broadcast and little meaningful engagement. For consumer brands social media has proved a valuable route to reaching a broad audience. In the world of B2B marketing, however, where target audiences are considerably smaller and messaging is often more complex, some have suggested the social media is too lightweight or even irrelevant. To uncover the truth about social media in the B2B space, GolinHarris teamed up with YouGov to complete the report, Social Media: How Social Media is Transforming Sales, which examines the ways in which IT buying decision makers are influenced by this medium. To complete the research for the report, YouGov conducted an online survey of people on both sides of the purchasing spectrum: the marketers from technology companies and the IT buyers they are trying to reach. Top line findings reveal that any lingering doubt over social media’s importance to B2B marketers should be dismissed. In total, 34% of IT buyers surveyed – the ‘social third’ – have been positively influenced by online interactions with a brand when making a purchasing decision. Moreover, this ‘third’ actually wants to engage with brands online. In this report, GolinHarris sheds light on how B2B marketers can most effectively engage customers online in order to drive sales. To access the full report please click here: 131413 The Social Third 04_FINAL For further information please contact: Elizabeth Littlewood, Head of Techology, GolinHarris, elittlewood@golinharris.com Jane Fordham, Director of Marketing, GolinHarris, jfordham@golinharris.com

1. #socialIT
THE
SOCIAL
THIRD:
HOW SOCIAL
MEDIA IS
TRANSFORMING
IT SALES

2. THE SOCIAL THIRD:
INTRO
Few things have captivated the imagination of communications professionals
more in recent years than social media. But it has not been plain sailing.
There have been suggestions that social media for some has been a vanity
exercise, characterised by too much broadcast, too little meaningful
engagement and little strategic foundation.
For consumer brands wanting to sell soft drinks or chocolate bars to millions
of consumers, social media has provided an invaluable route to a broad
audience. But in the world of B2B marketing, where target audiences may
number just a few thousand people and messaging is often considered more
complex, some have suggested social media is too lightweight, too random,
or even irrelevant as a medium.
This research report proves that if ever this sentiment held true, then it
certainly no longer does.
HOW SOCIAL MEDIA IS TRANSFORMING IT SALES
INFLUENCE OF SOCIAL
MEDIA ON THE
PURCHASING DECISIONS
OF IT BUYERS
34%
To dismiss the opportunity to reach those individuals would be to ignore
a large proportion of the market. Given that in a relatively short period of
time social media communications have become part of the consideration
process for one third of buyers, we can safely assume their relevance will
only increase.
The social third is therefore the group of buyers that marketers should be
targeting.
About this report: GolinHarris has teamed
up with YouGov to explore the ways in
which IT buying decision makers are
being influenced by social media. YouGov
surveyed people online on both sides of
the purchasing spectrum: marketers from
technology companies and the IT buyers
they are trying to reach.
negative
73%
of IT buyers think it important
that B2B brands take a
position on relevant issues in
the daily news agenda
of IT buyers surveyed take up
to three months to make their
purchasing decisions, yet one third
of marketers (34%) end social
media campaigns after less
than one month
50%
Positive
11%
Give
campaigns
a chance:
be topical:
31%
MEET THE SOCIAL THIRD
Any lingering doubt over how important social media is for B2B marketers
should be dismissed. In total 34% of IT buyers surveyed – the ‘social third’
of this report - have been positively influenced by online interactions with a
brand when making a purchasing decision.
KEY FINDINGS OF THE RESEARCH
55%
neutral
Many of the arguments against social media have been made with the
assumption that the channel itself is wrong. In reality – and perhaps
unsurprisingly - this report reveals that IT buyers are more put-off by poor
content and poor tailoring, regardless of what channel it comes through.
Similarly, doom-laden prophecies about the ineffectiveness of social media
can become self-fulfilling, with brands often cutting off campaigns before
they have even had a chance to influence audiences who are open to them.
Despite this,
of marketers surveyed state that real-time
marketing (the rapid creation of written or visual
content in response to breaking news) is not
important to social media campaigns
quarter
In truth, a
of IT respondents
would stop following a brand altogether
during a purchasing decision if they are not
timely in their insights
Be informative:
Over two in five (44%) of IT purchasers want IT vendors to
act as advisors that proactively offer them information and
knowledge
41% of marketers echoed this sentiment, stating that the most
appropriate role for their business was to act as an advisor
with a focus on opinion, analysis and insight
get closer to the
customer:
Over one third of IT purchasers rate localised content
as important to them
Despite this 35% of marketers rank creating localised
content as unimportant to their social campaigns
Only 23% localise all of their content
This disconnect is particularly concerning in regions
such as Europe, which some global companies treat as
one market despite the fact that its citizens speak over
thirty languages and live under dramatically differing
socio-economic conditions
ve :
selectivant
Be rele
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and
nno t
ng a nten
i
43%
th
co
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s sa necess
er n
has
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IT
nt
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urch
IT p t is the a bran limite
of en
of
ing
t
con follow e same
stop said th
37% mation
r
info
39%

3. THE SOCIAL THIRD:
Social Marketing:
Embrace it
The results of this survey are clear: there is today a significant opportunity for technology
brands to use social media and online engagement to positively influence IT decision
makers.
Moreover, with generations of future decision makers now growing up with social media,
it is probable that this trend is still in its infancy. It is vital that IT brands start work now
on building a social presence and getting in place the right governance and creative
structures to create compelling real-time content.
Elizabeth Littlewood, head of technology at GolinHarris:
“This report reveals a trend that we hope can spur into action those technology companies
still pondering the relevance of social media to their marketing efforts. We also hope it will
dismiss scepticism as to whether social media is just a nice to have that is only beneficial
for consumer brands.
Many business-to-business brands have had social channels up and running for some
time, with varying degrees of success. What the report tells us is that investment in
developing social channels – including time, resource and content creation efforts –
should reflect the role social media is cementing for itself in buyers’ consideration and
decision-making process. Ultimately, it’s not just about doing social media; it’s about
doing it well.”
HOW SOCIAL MEDIA IS TRANSFORMING IT SALES
Suhela Dighe,
Paul de Lara,
Head of PR, Europe at Infosys
In order to maximise coverage and
extend our visibility to a broader
base of purchasing decision makers,
we launched a RTM programme
with GolinHarris UK this year. In PR
it is increasingly true there are ‘the
quick and the silent’. Responding to
a fast moving news agenda not only
raises our visibility, it demonstrates
to our client that we are able to help
them with their most immediate and
imminent needs. The programme
has generated coverage in more
than 10 titles across national, trade
and vertical press on topics such
as women in IT and the impact of
vacation trends on British retailers.
Social Media Marketing
Director, EMEA, EMC
Traditional marketing models are rapidly decreasing in
effectiveness while the sales cycle is getting shorter.
Our prospects’ research process starts long before any
interaction with sales teams. As a consequence, we are
ramping up our customer insight and mobile presence,
as well as our digital and social marketing execution.
We have found that tech professionals like to collaborate
on online communities with their peers. Over the past
few year our EMC Community Network (ECN) has grown
tremendously. Here, customers and partners network,
discuss their issues and give troubleshooting advice. The
online community also lets members engage directly with
subject-matter experts and obtain responsive customer
service. Hosting these conversations drives brand loyalty
and creates additional revenue for us. Ultimately, It’s
important that engagement isn’t driven by EMC alone,
but also by the customers and partners we work with.
tapping into the social third
media presence, it
To create a strong social
the right strategic
is essential to start with
that the medium
building blocks and understandstories with your
sharing
is fundamentally about
ving
moment. Intrinsic to achie
audience in the
-time. Real-Time
in real
this is delivering content
content
M) is the art of creating
Marketing (RT
instantly and
agenda
that responds to the news
building
way. It is a core part of
in a meaningful
and very easy to
presence
a strong social media
for
is GolinHarris’ checklist
get wrong. Here
:
achieving social success
12
MAY
BE TIMELY
& RELEVANT
be people
centric
be always-on
To be truly social you need to have
an always-on programme that
focuses on your audience’s interests
and naturally weaves a brand or
product into the conversation
This makes the brand
look smart and of the
moment
Make the brand relevant to
people’s stories, don’t try to
convince them to be a part
of the brand’s story
CHECK YOUR
TONE OF VOICE
Establish a brand voice that is
relatable to the audience
BE HUMAN
Give customers information that is
informative, useful, or entertaining
and remember to relate to your
audience as individuals
YouGov conducted this research on behalf of GolinHarris London. The total sample size was 105 IT purchasers and 103 marketers whose company have implemented marketing campaigns on social
media. Fieldwork was undertaken between 13/09/2013 - 23/09/2013. The survey was carried out online.

4. 2013 awards
Large Consultancy
of the Year & Overall
Consultancy of the
Year
contact details:
Elizabeth Littlewood
Head of Technology
GolinHarris
M. +44 (0) 787 613 2262 / T. +44 207 067 0671
elittlewood@golinharris.com
Jane Fordham
Director Marketing & Talent
GolinHarris
M. +44 (0) 7770 401 436 / T. +44 207 067 0622
jfordham@golinharris.com
www.golinharris.co.uk
UK Consultancy of
the Year