Presentation on online communities given at LIFT summit in Atlanta. Talks about B2B online communities, personal branding, and how vendors can get involved.
Driving Behavioral Change for Information Management through Data-Driven Gree...
LIFT Presentation
1. The Evolution of Online Communities: From Knowledge Sharing to Personal Brand Building George Krautzel, Co-Founder and President, Toolbox.com OfficeArrow, LLC. 2009.
2. Table of Contents: Section 1: Introduction Section 2: Evolution of Online Communities Section 3: How Professionals Are Using B2B Online Communities Section 4: Personal Branding in B2B Online Communities Section 5: Why Vendors Should Start Engaging Now in Online Communities Section 6: Q&A
43. Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros in each of the four wavesSource: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
75. Can be based on quality, quantity, response time, etc.
76.
77.
78. Benefits of Active Participation – Example: Nic Harvard “By participating in an active community, I can benchmark my skills and understand my knowledge gaps. By doing so, I can plan my career path, better position myself for new appointments, and/or understand the greatest value-add ability to a current employer. At the very least, it allows anyone, no matter where they are in their career, to know what they don’t know.”
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80. Transitioned from a consumer of Toolbox.com to a contributor to enhance brand
87. Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros in each of the four wavesWhich of the following statements best reflects your attitude about vendor participation in online communities? Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
111. Impact = Site visits/leads Effort = Funding Marketing ROI – Traditional Campaigns Traditional Campaigns With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.). VALUE TIME Source: Pauline Ores, IBM
112. Impact = Relevance and engagement Effort = Funding Marketing ROI – Online Community Campaigns Social Media Impact Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining. VALUE Marketing through an online community allows advertisers to quickly engage and make an impact with their target audiences. TIME Source: Pauline Ores, IBM
113. Creating a Beachhead Within Active Communities About Section: Provides an overview of the vendor, as well as links to allow community members to quickly connect with or contact the vendor. Connections: Lists the community members who have expressed their interest in engaging and staying current by creating a connection with the vendor. Vendor Assets: Prominently displays the vendor’s information assets, including white papers, webcasts, product demos, news, PR, and more. Participation: Shows related postings by the vendor within the Toolbox.com community.