Get real with B2B Communities

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At this B2B goes social I presented about Getting Real with B2B Communities and to be more exact about the pitfall of using vanity metrics instead of real actionable metrics. The main reason to do a talk about B2B communities and vanity metrics is because this was also a topic I did 2-3 years ago for B2C communities. Since B2B lacks 2-3 years behind B2C I found this topic rather applicable for reuse in a B2B context. The written voice over can be found over here: http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/

Business Technology

Get real with B2B Communities

Rick Mans
#b2bgs, Nyenrode, April 12th 2012

Rick Mans
Capgemini

@rickmans

slideshare.net/rickmans

dontmindrick.com

If you prefer to have a deeper explaination of these slides, please look at my blog:
http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/

In most online communities, 90% of
users are lurkers who never contribute,
9% of users contribute a little, and 1% of
users account for almost all the action.
- Jakob Nielsen

Vanity Metric:

Aggregated
data

Then Now

Benefits of Supporting Multiple Networks - Janrain

Rick Mans
Capgemini

@rickmans

slideshare.net/rickmans

dontmindrick.com

Credits and references

Stop - http://www.flickr.com/photos/yorkjason/691106821/ by JasonLangheine
Jakob - http://etcedigital.wordpress.com/2010/07/06/e-books/
Grassroots - http://michaelcheek.com/2011/04/20/cultivation-of-a-grassroots-campaign-where-the-green-grass-grows-in-social-media/
Jersey Boy - http://www.caufields.com/jerseyboywig.aspx
Photographers - http://www.flickr.com/photos/wwarby/4782818106/sizes/l/in/photostream/
Sheep - http://www.all-hd-wallpapers.com/wallpaper/animals/sheep/428176
More Sheeps - http://printreranduri.eu/wp-content/uploads/sheeps.jpg
Wolf - http://readin2this.wordpress.com/2010/05/20/robstens-and-krisbians-wolves-in-sheeps-clothing/
Farmville - http://carolinaregion.blogspot.com/2010/03/how-not-to-annoy-your-facebook-friends.html
Twitter ad - Brazilian Ad Agency Moma Propagnada for Maximidia Seminars
Community - http://linchpinbloggers.com/heres-what-you-need-to-do-in-order-to-grow-your-community/
Janrain research - http://info.janrain.com/acton/attachment/1205/f-0006/0/-/-/-/-/file.pdf

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Get real with B2B Communities

1. Get real with B2B Communities Rick Mans #b2bgs, Nyenrode, April 12th 2012

2. Rick Mans Capgemini @rickmans slideshare.net/rickmans dontmindrick.com If you prefer to have a deeper explaination of these slides, please look at my blog: http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/

4. B2B Lacks Behind B2C

7. In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action. - Jakob Nielsen

8. Vanity Metrics

10. Vanity Metric: Aggregated data Then Now

11. 1.000.000 views

12. Views

13. New VS Returning

14. Vanity Metric: Number of users

15. Benefits of Supporting Multiple Networks - Janrain

16.

17.

18.

19.

20.

21. What is the best solution for you?

22.

23. Analysis! Jakob approves

24. Benefits of Supporting Multiple Networks - Janrain

25.

26.

27.

28. Sinful methods Black hat

29.

30.

31. Build a network of networks

32.

33. The cost of acquiring new users

34. Vanity Metrics

35. When do you get in touch

36.

37.

38. Nurture the first thousand

39. What is the best solution for you?

40. Rick Mans Capgemini @rickmans slideshare.net/rickmans dontmindrick.com

41. Credits and references Stop - http://www.flickr.com/photos/yorkjason/691106821/ by JasonLangheine Jakob - http://etcedigital.wordpress.com/2010/07/06/e-books/ Grassroots - http://michaelcheek.com/2011/04/20/cultivation-of-a-grassroots-campaign-where-the-green-grass-grows-in-social-media/ Jersey Boy - http://www.caufields.com/jerseyboywig.aspx Photographers - http://www.flickr.com/photos/wwarby/4782818106/sizes/l/in/photostream/ Sheep - http://www.all-hd-wallpapers.com/wallpaper/animals/sheep/428176 More Sheeps - http://printreranduri.eu/wp-content/uploads/sheeps.jpg Wolf - http://readin2this.wordpress.com/2010/05/20/robstens-and-krisbians-wolves-in-sheeps-clothing/ Farmville - http://carolinaregion.blogspot.com/2010/03/how-not-to-annoy-your-facebook-friends.html Twitter ad - Brazilian Ad Agency Moma Propagnada for Maximidia Seminars Community - http://linchpinbloggers.com/heres-what-you-need-to-do-in-order-to-grow-your-community/ Janrain research - http://info.janrain.com/acton/attachment/1205/f-0006/0/-/-/-/-/file.pdf

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