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/

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Get real with B2B Communities

  1. 1. Get real with B2B CommunitiesRick Mans#b2bgs, Nyenrode, April 12th 2012
  2. 2. Rick Mans Capgemini @rickmans slideshare.net/rickmans dontmindrick.comIf you prefer to have a deeper explaination of these slides, please look at my blog:http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/
  3. 3. B2BLacksBehindB2C
  4. 4. In most online communities, 90% ofusers are lurkers who never contribute,9% of users contribute a little, and 1% ofusers account for almost all the action. - Jakob Nielsen
  5. 5. VanityMetrics
  6. 6. Vanity Metric: Aggregated dataThen Now
  7. 7. 1.000.000views
  8. 8. Views
  9. 9. New VS Returning
  10. 10. VanityMetric:Numberof users
  11. 11. Benefits of Supporting Multiple Networks - Janrain
  12. 12. What is the best solution for you?
  13. 13. Analysis!Jakob approves
  14. 14. Benefits of Supporting Multiple Networks - Janrain
  15. 15. Sinful methods Black hat
  16. 16. Build anetwork of networks
  17. 17. The cost ofacquiring new users
  18. 18. VanityMetrics
  19. 19. When do you getin touch
  20. 20. Nurture the firstthousand
  21. 21. What is the best solution for you?
  22. 22. Rick MansCapgemini@rickmansslideshare.net/rickmansdontmindrick.com
  23. 23. Credits and referencesStop - http://www.flickr.com/photos/yorkjason/691106821/ by JasonLangheineJakob - 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.aspxPhotographers - http://www.flickr.com/photos/wwarby/4782818106/sizes/l/in/photostream/Sheep - http://www.all-hd-wallpapers.com/wallpaper/animals/sheep/428176More Sheeps - http://printreranduri.eu/wp-content/uploads/sheeps.jpgWolf - 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.htmlTwitter ad - Brazilian Ad Agency Moma Propagnada for Maximidia SeminarsCommunity - 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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