The value of building your online
community (before you need it)
We’ll be starting at 3:32pm
to give people time to log in.
Chill out, OK?
Presented by:
The Skeptical CMO and friends
May 19, 2009
3:30 - 4:30pm ET
www.skepticalCMO.com

Agenda
• Intro
• Brand
• Crises
• Agility
• Questions Show me
the money

Who is the Skeptical CMO?
• Crowdsourced effort
• Lots of questions about new media
• Discuss, debate, and create

Today’s crowd
• Host: Frank Days, Tangyslice Partners
• Paige Arnof-Fenn, Mavens and Moguls
• Robert Collins, Social Media Breakfast
• Rachel Happe, The Community
Roundtable
Special thanks to our friends
at PJA Advertising

And behind the console,
Scooterboy himself
Really,
a typewriter?

Housekeeping
• Hashtag: #CMO
• Submit questions through console
• Slides and podcasts will be available
The webinar bus
has left the station

Discussion 1
How important is engaging
social media communities to
my brand strategy?

Business StrategyMarketing StrategyBrand Strategy
• Social Media Brand
• Online Brand
• Offline Brand
• Brand Management = Reputation
Management

Discussion 2
Can nurturing my online community
really help me prepare for a crisis?

Good news, get it out fast,
Bad news, get it out faster!

Discussion 3
Will these new approaches
really make my organization
more agile?

Chicken or Egg?
• Facts
– Community users remain customers 50% longer (AT&T, 2002)
– 43% of support forums visits instead of support case (Cisco, 2004)
– Community users spend 54% more time (EBay, 2006)
– Customers report good experiences in forums more than twice as
often as they do via calls or mail (Jupiter, 2006)
• But does it matter?
– Only 22% of respondents could articulate ROI on
community efforts (Forum One Nov. ‘07)

Questions
• Chat
• Tweet #CMO
@rhappe
@tangyslice
Bring it on,
@robertcollins I have lots
of questions

Next Event
Topic: Does it pay to be a social media laggard?
Date: June 4, 2009
Time: 3:30-4:30PM ET
Featuring:
Jeff Cutler, Journalist, Blogger JeffCutler.com
Mike O’Toole, PJA advertising + marketing
Jim Storer, The Community Roundtable

Thank you for joining us
• Check out our blog www.skepticalcmo.com
• Stay tuned for regular podcasts
• Answers in our LinkedIn Group
• Contact us:
– paige@mavensandmoguls.com
– robertcollins86@gmail.com (@robertcollins)
– fmdays@tangyslice.com (@tangyslice) Peace out.
– rehappe@gmail.com (@rhappe)