1. Content Along the B-to-B Decision Journey
Jamie Mann
Kathy Baughman

2. Jamie Herko Mann
Senior Marketing Program Manager
Microsoft Office Communities and Influencers
• Jamie runs Microsoft Office and Office 365 Community and Influencer strategies and programs
across consumers, small and enterprise businesses.
– The driving force behind utilizing Microsoft’s strong MVP (Most Valued Professionals), MCC
(Microsoft Community Contributors) and Influencers across the decision journey to lower
the cost of support and content generation on and off property.
• Currently working on the convergence of two monolithic brands; Microsoft Office and
Microsoft Office 365 from a Community and Advocacy standpoint, as well as the development
of unique community models to accomplish reach across 85% of the languages and markets
addressable by Microsoft Office.
• Jamie brings with her more than 10 years of Microsoft experiences across support, operations,
architecture and technical marketing.

3. Kathy Baughman
President and co-founder of ComBlu Inc.,
a social business and influencer marketing firm
• Kathy’s forte is social engagement and social business strategy. She is currently helping
multiple organizations with content supply chain, brand advocacy and social measurement.
• Frequent speaker at industry conferences, with recent appearances at SXSW, Social Media &
Community 2.0 Conference, the Department of Defense Social Media Conference and the
Word-of-Mouth Marketing Association (WOMMA) Summit.
• Conducts webinars on a variety of topics and leads workshops for organizations seeking to
better grasp social strategy and content supply chain.
• Co-leads WOMMA’s Community Management Certificate Program with the Community
Roundtable,
• Is an adjunct professor for Georgetown University and a past board member of the Council of
Public Relations Firms.
• Recently authored an e-book, “Content Supply Chain,” and writes the firm’s annual research
report, “State of Online Branded Communities.”
3

4. The Enterprise Decision Journey Content, Conversation, Community
Awareness Consideration Preference Purchase Post-Purchase
Customer Customer
Response Triggers
• Needs • Options • Informed conversation • Identified preference • Experience
• Wants • Education • Research • Make right decision
• Assuage fears
• Searches • Researches • Product-set • Pricing • Experience
• Talks • Talks with colleagues, • Others like me • Features • Mentor
• Researches experts and partners • More conversations • Solutions • Helps others
People want to be informed People want to understand People want to tap the People want the right People want to help others;
Customer
Desire
before they have their options and have knowledge of experts or solution at a fair price. spread the word; drive
conversations. informed conversations. others who can relay real affinity.
experience.
• SEO • Forums (Advocates) • Communities • Content • Advocate private
• Communities • Communities • Advocate stories – Websites community
• Content amplification • Content amplification • Forums – Campaigns • Content amplification
Strategy
– Partners – Features/Functions • Content amplification – ROI calculators – Social media
Social
– Credible sites – Studies – Stories/Cases – Pricing tools – All points of decision
• Infographics – Stories/Experiences – Reviews – RFP generators journey
• Curated lists – Influencer content – Impact – Deals
– E-books • Demos • Centralized buying portal
• Webinars • Product comparisons with personalization and
curation
Outcome
Credible Resources Informed Options Experienced Influencers Informed Decisions Loyal Advocates
© COPYRIGHT 2012, ComBlu Inc.

5. Post-Purchase
Consideration
Awareness
Preference
Purchase
Deploy Optimize Renew/ Churn
5 6 7
1 2 3 4
The GRID The GRID
Blogs, Forums, Wikis, Videos Blogs, Forums, Wikis, Videos
Productivity How-Tos
Deployment Case Studies
MCC Forums
On-Property MCC Forums *Ask An Expert
*Ask An Expert *Find a Partner
*Find a Partner *Try This
*Rate this Asset
Influences Stages 1 2 3 4 6 7 1 2 3 4 5 7
vTSP Virtual Sales Force Technical Conference Leads
Sales Conference Leads Content, Video, Session Delivery
Content, Video Session Delivery Vertical Content
Sales Coaching
Off-Property Vertical Content
Influences Stages 1 2 3 4 3 4 5 6

6. Audience Content Complexities
Family/Consumer Small Business Enterprise Developers
Answers Community.office365 TechNet MSDN
Office365.com Office365.com Office365.com
Marketing Office.com Office.com Office.com Office.com
Entry
Community Community.Office365.com
answers.microsoft.com Community.Office365.com msdn.microsoft.com
Technet.microsoft.com/office365
Content Mix 60% UGC 40% Brand 30% UGC 10% Aggregated 30% UGC 10% Aggregated 50% UGC 10% Aggregated
(Across Pillars) 60% Brand 60% Brand 40% Brand
Natural Site Office.com Futureofproductivity.com Partners.microsoft
Office.com Microsoft.com/product
Affinity Microsoft.com/product Google.com
Microsoft.com/product Technet.Microsoft.com
Foopartnersite.com Msdn.Microsoft.com
Google.com
Desire a consumer retail Reconciliation of brand identity Immature messaging on
Traditionally a channel practice;
Challenges customer journey and premise vs. cloud; message NEW brand and influencers
Working on voice and motion
control to create UCG

7. Content Quality Dimensions
Awareness Consideration Preference Purchase Post-Purchase
Usefulness/ Establishes need or Research and fact-based Narrows choices through Pricing options, Product in use;
Relevance ability to fill need content about the product, reviews and peer-to-peer bundles or packages enhancements; best
service, issue or idea interactions way to use product
Snackability Easy to grasp and share Demos, calculators, tools, Reviews or user- Promotions, sign-up Videos of unboxing or
(Desirability) video, infographics generated content (UGC) tools, cart, etc. product use with
recommendations
Context Category choices Differentiates or presents a Strengths and peer Value story Reinforce value of
rationale reviews comparing to purchase through tips
similar products or and tricks, etc.
points of view
Completeness Stimulates desire to Tells a story that makes the Provides information Online and off-line How-to information
learn more about this user want to further explore needed to put at top of purchase options (e.g., construction,
specific category, list: recipes, accessories,
product, brand, issue or • Performance or All the information etc.)
idea quality needed to complete a
• Pricing or value purchase
• Unique features,
functions, flavors,
POV
Experience Mass, campaigns, Web Influencer-generated, third Peer-to-peer interactions Buying experience with Engagement and
content, influencer- party endorsement brand or retail outlet relationship with brand
generated and other customers
and prospects
Authority Brand-created Brand-created, plus third Peer-to-peer Brand and peer-to- Brand insider
party influencers peer
Call to Action Visit us at: Learn more: Try us: Special offers: Join our team:
© COPYRIGHT 2012, ComBlu Inc. 7

8. Content Quality Dimensions
Awareness Consideration Preference Purchase Post-Purchase
Metrics • Volume of social • E-newsletter • Reviews or stories Conversion indicators: • NPS score
content subscription created • Quality of leads • Number of
• Shares • RSS feed registration • Reviews consumed • Retention period advocates or
• Dwell time • Downloads of specific • Content shared of leads ambassadors
• SEO content • Answer question in • Lifetime value per • Mentor and teach
• Participation in communities and lead others about
discussion forums discussion forums • Length of sales products
• Brand sentiment • Links back to brand cycle • Participate in
• Retweets properties • Number of new forums and
• Reblogs • Brand sentiment leads per referral discussion boards
• LinkedIn shares • Engagement with source or content • Create and share
• Average page view per lead gen assets type product reviews
visit • Linkbacks to lead • Average order size • Create brand or
• Page views per uniques gen assets • Revenue per product stories
• Hops to lead gen assets • Inquiries via digital reader
assets
Media Authority Owned Earned Earned Owned Owned
Paid Paid Earned
© COPYRIGHT 2012, ComBlu Inc. 8

9. Contact Information
Contact Kathy Baughman at: Contact Jamie Mann at:
kbaughman@comblu.com jamie.mann@microsoft.com
Twitter: @ComBlu Twitter: @Herkova
ComBlu.com Office365.com
Blog
ComBlu Lumenatti Blog
312-649-1687
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K:Thought leadershipWOMMASchoolf of WOM 2012Content Quality Dimensions.pptx