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Leveraging the Power of B2B Social Communities

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Presentation by Jim Sulecki at the American Society of Business Publication Editors\' Digital Symposium, November 2009.

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Leveraging the Power of B2B Social Communities

  1. 1. Leveraging the Power of B2B Social Communities<br />ASBPE Digital Symposium<br />11.3.09 | Jim Sulecki<br />
  2. 2. Business Media has long been about “Community”<br />The good b2b editor is really like the host of a good “cocktail party”…<br /><ul><li> Events
  3. 3. Print
  4. 4. Online</li></ul>I.e. – it’s more the brand,the community, the conversation, than it is about the medium.<br />
  5. 5. Community Features<br />Comments<br />
  6. 6. Community Features (cont.)<br />Direct Peer-to-Peer Contact on Event Microsites<br />
  7. 7. Community Features (cont.)<br />Facebook<br /><ul><li> Referrals: up to 250 / brand / month</li></ul>Twitter<br /><ul><li> Low double digits</li></ul>Blogger<br /><ul><li> Low three digits</li></ul>Online Communities<br />
  8. 8. Just Build It!<br />
  9. 9. Ning Platform<br /><ul><li> Very commonly used (FOLIO, ABM)
  10. 10. Little webprogrammer work
  11. 11. Reskin with our own look
  12. 12. Though some limitations with template
  13. 13. Remove ads, use own URLs
  14. 14. About $50 / mo / site
  15. 15. Links: brand site   community site
  16. 16. Minimal editorial work
  17. 17. Prompt discussions, remove inappropriate posts</li></li></ul><li>Natural community clusters<br />
  18. 18. Online Cluster Communities<br /><br /><ul><li> 672 members since late 2008</li></ul><br /><ul><li> 164 members since early 2009</li></ul><br /><ul><li> 505 members since early 2009</li></ul>1,300+ total members since late 2008 <br />
  19. 19. Online Communities (cont.)<br /><br /><ul><li> Launching now
  20. 20. Fruit, vegetable, citrus growers + produce wholesalers, retailers</li></li></ul><li>
  21. 21. Forums / Message Boards<br />- Some editor-prompted<br /><ul><li> Now mostly member-prompted
  22. 22. Great fodder for coverage – alone worth the effort</li></li></ul><li>Forums / Message Boards<br /><ul><li> Intel-swapping within the community
  23. 23. Forums account for 25% of all pageviews
  24. 24. Average time on page: 1:54</li></li></ul><li>Groups<br /><ul><li> Formed by members themselves
  25. 25. Recent request to form ‘Greenhouse Installers’</li></li></ul><li>Member Content: Photos<br />
  26. 26. Member Content: Videos<br />
  27. 27. Keep An Eye On Analytics<br />
  28. 28. Is It Working? You Betcha<br />
  29. 29. Promote, Promote, Promote<br />
  30. 30. Get Them Registered<br />+ personal emails to key industry leaders<br />
  31. 31. Keep Them Coming Back: Monthly ‘Sends’<br />+ continual exposure in the magazines<br />
  32. 32. Commercialization?<br /><ul><li> Banner Ads
  33. 33. Premium Sponsorships
  34. 34. Widgets: ‘Social Marketing’</li></li></ul><li>Areas of Focus<br />Online Community<br />Facebook<br />Twitter<br />Blogger<br />Brand Site<br />Continue Building, Monetizing<br />Drive Visits, Find Downstream Audiences<br />
  35. 35. Challenges / Future Issues<br />Online Community<br />Brand Site<br />?<br /><ul><li> CMS
  36. 36. Search / Related Articles
  37. 37. Mobile: Ning app?
  38. 38. $?</li></li></ul><li>Takeaways: Online Communities<br /><ul><li> Don’t overthink. Just build. See who comes.
  39. 39. Look for ‘like’ markets to bring together.
  40. 40. Plenty of links: brand site   community.
  41. 41. Registration funnel wide open.
  42. 42. Keep them coming back.
  43. 43. Steady eye on metrics – nudge as needed.
  44. 44. ‘Steward’ commercialization.
  45. 45. Know that the brand site and community site might one day be one.</li></li></ul><li>Takeaways: Online Communities<br /><ul><li>Anticipate the day when we’ll worry less about building online communities – more about keeping our content part of the discussion in the community.</li></ul>It’s all about the brand and the community, not the media platform.<br />
  46. 46. e<br />www.MeisterMedia.com<br />

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