The Rise of Social Media

THE RISE OF SOCIAL MEDIA AT A GLANCE Y HOW IMPORTANT IS SOCIAL MEDIA? Social media is trending for IT marketers 75% rate social media as a top trend driving B2B technology 81% say that the greater emphasis on social media is a "cultural shift" in marketing 75% 81% V in marketing today. communications. IT purchasing decision-makers are more likely to value so cial media than others inthe IT purchasing unit. 52% 2013 2010 Since 2010 survey, the % increase in IT decision-makers describing Linkedin, Twitter or Facebook as useful or very useful information channels. Vendors need to do more to attract followers 84% 84% of users of Twitter and Linkedin follow influencers of various types. (in 31% 44% (in) 27% 52% vendors analysts vendors analysts 31% of Linkedin users follow technology vendors, compared to 44% who follow technology analysts. 27% of Twitter users follow technology vendors, compared to 52% who follow technology analysts. Y NATURE OF SOCIAL MEDIA USAGE Starting or joining the conversation 73% of IT purchasing decision-makers that use either Twitter or Linkedin have started or joined a social media conversation with a in in 73% 25% vendor, yet 25% are unable to describe the vendor response as being of good quality. 73% of IT purchasing decision-makers re-distribute information via their social media accounts in 1¶¶¶¶¶¶¶¶| IT purchasing decision- makers advise vendors to make their content more accessible via 4/10 social media, Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers and 300 IT purchasers in UK-based companies. VansonBourne Intelligent Market Research