• Like
  • Save
Upcoming SlideShare
Loading in...5
×
 

Toolbox Update for Partners

on

  • 599 views

Update for advertising partners on the evolution of social media marketing and how to engage propsects and customers.

Update for advertising partners on the evolution of social media marketing and how to engage propsects and customers.

Statistics

Views

Total Views
599
Views on SlideShare
597
Embed Views
2

Actions

Likes
0
Downloads
4
Comments
0

2 Embeds 2

http://www.slideshare.net 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Toolbox Update for Partners Toolbox Update for Partners Presentation Transcript

    • Toolbox Update
      February 11, 2010
    • Who is Toolbox.com?
      2
      • Mission
      • Provide an online platform that enables professionals to easily share knowledge with their peers
      • Existing communities
      • IT (11 years), HR (1 yr), and Finance (1 yr)
      • More than 3.3 million monthly unique visitors
      • Over 2.6 million pages of practical user-generated content
      • Advertising services
      • More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, Dell
      Toolbox for IT Registered Members
      Q4 2009
      1,658
    • 3
      Toolbox.com Perspective: the Evolution of Online Marketing
      Relationship
      Direct Results
      • Value:
      Web as a relationship management platform
      • Primary Goals:
      Engaging prospects and customers outside of their Web site
      • Secondary Goals:
      Lead generation, drive traffic, thought leadership and branding
      • Measurements:
      Cost of sales, customer retention, brand penetration and measurements from direct results stage
      • Marketing Tactics:
      • Company beachhead in relevant communities
      • Integration of content in mobile apps
      • Lead nurturing via social CRM
      • Successful tactics from direct results stage
      Experimentation
      • Value:
      Web as a direct results platform
      • Primary Goals:
      Drive traffic and lead generation
      • Secondary Goals:
      Thought leadership and branding
      • Measurements:
      CPL, CPC, brand measurements confirmed through surveys
      • Marketing Tactics:
      • Search ads
      • Lead generation – white papers, webcasts
      • Branding - IMUs, larger units, microsites
      • E-mail – list rentals
      • Value:
      Web as a promotional vehicle
      • Primary Goals:
      Trial a new media concept, gain eyeballs, build brand and drive awareness
      • Measurements:
      Cost per impression
      • Marketing Tactics:
      • Branding – buttons, banners
      • E-mail – newsletters, list rentals
      2004-2009
      2010-2015
      1996-2003
    • Three Primary Values of Professional Communities
      4
      Connect
      Enable members to link up and communicate directly
      Collaborate
      Share
      Enable members to generate knowledge or best practice information through open interaction with their connections and/or the community
      Enable members to distribute information or knowledge to their connections or the community
    • Example of Engagement Program: Windows 7 Community
      5
      • Goal
      • Generate broad awareness for Microsoft Windows 7 by engaging relevant Toolbox.com members
      • Tactics
      • Sponsorship of relevant areas in the community
      • Promotion both within and outside the Toolbox.com community to drive traffic
      • Contests, polling, and participation by company experts
      Example of the Windows @ Work Contest promotion within the Windows 7 community at Toolbox.com
    • Example of Live Chat: Microsoft System Center
      6
      • Goal
      • Collect high-quality leads from community members who have been educated about Microsoft Systems Center
      • Tactics
      • Sponsorship of a Live Chat between two engineers from Microsoft and the Toolbox.com community
      • Built brand awareness, answered questions, and received feedback during the chat
      Example of the Microsoft Systems Center Live Chat at Toolbox.com
    • Example of Lead Scoring: Leading Storage Vendor
      7
      • 5 Points
      • More than one user from same company downloaded a paper
      • 3 Points
      • Member of a relevant discussion group
      • Connected to a relevant wiki
      • 2 Points
      • Each additional paper downloaded
      • For each vendor profile they are connected to
      • 1 Point
      • Downloaded 1 paper
      • Has a Toolbox.com profile
      • Posting in last 12 months
      • Has member connections other than George Krautzel
      • For each group membership to a storage/backup group
      • Connected to a storage/backup wiki
      • Following a storage/backup blog
      • Goal
      • Prioritize leads based on users’ actions and activity
      • Tactics
      • Utilized Toolbox.com’s scoring and reporting systems to gain intelligence
      • Employed lead-nurturing tools available with their vendor profile to build deeper relationships with customers and prospects
    • 8
      The Future Belongs to Mobile Technology
      Summary
      Nielsen reports that one quarter of all phones sold last year were smartphones
      40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)
      Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communications
      Toolbox.com’s Takeaway
      With an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce.
      Toolbox.com’s Beta iPhone App
      From: “40% of Your Opportunity is Shifting to Mobile...Are You?”