A technology firm was seeking new opportunities for growth by understanding the advice-seeking networks and buying behaviors of I.T. security professionals. Recognizing the need to shift their audience marketing paradigm to a more collaborative approach with this community, they partnered with Community Analytics® for guidance and execution. Their ultimate goals were to reach new customers, increase brand equity and recruit the right community leaders.
Solution
Using a sophisticated program of direct communication, technology and mathematics,Community Analytics® reached out to a select community of I.T. security professionals. The group was interviewed to determine sources of I.T. security advice and to build useful behavioral models. The research provided detailed maps of inter-relationships germane to Internet security decisions, including the names, titles, and locations of linked individuals. With this information, Community Analytics® identified, evaluated, and profiled the Trusted Advisors and other key network members valued by this population. In addition to determining the relationship dynamics, a study was designed to measure specific influence metrics and effects of I.T. Security certification.
Community Dynamics
Of the hundreds of I.T. security professionals who participated in the network research, 26 were identified by their peers as Trusted Advisors and potential candidates for certification. Eight members provided a significant number of connections between decision makers in this population, placing them in critical network positions.
Results
Personal relationships are the #1 influence for decision making among security professionals.
Top influences after personal relationships are print media, online media, professional associations, user groups and industry analysts.
Relationships exist both within and between roles, companies and industries.
68% of trusted advice comes from individuals in less senior roles.
Success
IT Security Professionals are able to connect with the Trusted Advisors of their peers as a result of the new community-focused approach.
IT Security Professionals have a stronger voice in the development of products; content for events, publications and online forums; and the direction of the industry as a whole.
IT Security Professionals are receiving stronger support for their individual professional development and the development of the profession as a whole now that our client has an understanding of the networks that matter to this community.
IT Security Professionals have access to products, information and other resources as a result of opening a dialogue with the community rather than shielding the community from the product development process.
IT Security professionals are able to access advanced IT Certifications such as the CEH andCISSP Certification.
