Branding in B2B Communities- DMDays09 Slides

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Presentation on how and why vendors are leveraging B2B online communities to build relationships with their customers and prospects.

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Branding in B2B Communities- DMDays09 Slides

  1. 1. How B2B Online Communities Impact Branding Campaigns George Krautzel, Co-Founder and President, Toolbox.com
  2. 2. Who is Toolbox.com? • Mission — To help professionals do their jobs better by providing them with the ability to easily share knowledge with experienced peers • Existing Communities — IT (10 years), HR (<1 year), and Finance (<1 year) — More than 3 million monthly unique visitors — Over 2.4 million pages of practical user-generated content • Advertising Services — More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, Dell
  3. 3. Where Toolbox.com Fits into the Media Landscape User-Generated • Content is communication, specific appeal • Content is communication, specific appeal • 2-way conversations between friends • 2-way conversations between peers • Personal experiences, socially driven • Personal experiences, best practices Editorial • Content is carefully vetted, broad appeal • Content is carefully vetted, broad appeal • 1-way conversation from experts to readers • 1-way conversation from experts to readers • News, consumer interests, and trends • News, case studies, best practices Consumer Business
  4. 4. How and Why Professionals Use Online Communities • Increase productivity and efficiency through knowledge sharing • Support the “Five Pillars of Professional Knowledge” — Manage careers — Stay current — Solve problems faster — Research vendors — Make better decisions • Tap into tools for peer collaboration – Personal networks – Vendor directories – Blogs – Discussion groups – Wikis
  5. 5. Tracking Social Media Usage Among Professionals • Trend: consistent increase in social media consumption, up to 4.60 hours per week in June 2009 • Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros in each of the four waves Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
  6. 6. Professionals Are Building Their Brand Share knowledge to build professional Showcase reputation experience and expertise Build a personal network of peers for networking and knowledge sharing
  7. 7. Companies Are Actively Engaging Community Background on the conversation about vendor the vendor and products White papers, documents, and other research from the Connections with vendor interested community members
  8. 8. Attitudes About Vendor Participation in Online Communities Which 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
  9. 9. What Professionals Want from Vendors in Online Communities If you were part of an online community, how important would it be for the participating vendors to provide the following? Please rank on a scale of 1 (most important) to 5 (least important). Most Important Least Important Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
  10. 10. Where Professionals Want to See Vendors Participating In your opinion, which of the following online communities are most appropriate for vendor participation? Please check all that apply. Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
  11. 11. The Evolution of Online Marketing Relationship Direct Results Experimentation  Value: Web as a relationship management platform  Value: Web as a direct results  Primary Goals: Engaging prospects platform and customers outside of their Web site  Primary Goals: Drive traffic and lead  Value: Web as a promotional vehicle generation  Secondary Goals: Lead generation, drive traffic, thought leadership and  Primary Goals: Trial a new media  Secondary Goals: Thought branding concept, gain eyeballs, build brand leadership and branding and drive awareness  Measurements: Cost of sales,  Measurements: CPL, CPC, brand customer retention, brand penetration  Measurements: Cost per impression measurements confirmed through and measurements from direct results surveys stage  Marketing Tactics: – Branding – buttons, banners  Marketing Tactics:  Marketing Tactics: – E-mail – newsletters, list – Search ads – Vendor communities rentals – Lead generation – white – Two-way ads papers, webcasts – Messaging connections using – Branding - IMUs, larger units, trigger marketing microsites – Successful tactics from direct – E-mail – list rentals results stage 1996-2003 2004-2009 2010-2015
  12. 12. Comparison of 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 Impact = Site visits/leads Effort = Funding Source: Pauline Ores, IBM
  13. 13. Comparison of Marketing ROI – Online Community Marketing 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 TIME quickly engage and make an impact with their target audiences. Impact = Relevance and engagement Effort = Funding Source: Pauline Ores, IBM
  14. 14. Why Brand in Professional Communities After direct vendor sales, online communities ranked as the top interactive information source that IT buyers rely on for purchasing decisions.
  15. 15. Sun Microsystems Example • Campaign Goals — Build brand — Generate leads • Target Audiences — SMB focused — Linux, UNIX, storage, and Windows professionals • Vehicles Used — IMUs (box, leaderboard) — Sponsored vendor profile — White papers • Targeting Drives Results — Banners were keyword targeted to reach the right community members — Lead-gen assets targeted contextually and demographically Relevant community- Targeted display ad — 62% of leads came from SMBs generated content (keyword, — 76% of leads came from Linux, geographic, demographic) UNIX, storage, and Windows professionals
  16. 16. Sybase Example • Campaign Goals — Build brand — Generate leads • Target Audiences — Enterprise mobility focused — Wireless, database, networking, and SCM professionals • Vehicles Used — IMUs (box, leaderboard) — Sponsored vendor profile • Success of Expandable Banners — Keyword targeting placed banners in front of the right audiences — Interactive banners presented relevant videos and white papers Expandable from the vendor leaderboard ad with — 46% of banners served were interactive interacted with by the community capabilities
  17. 17. Q&A and Contact Information George Krautzel Toolbox.com Co-Founder and President • Toolbox.com profile: http://it.toolbox.com/people/george_krautzel • Toolbox.com on Twitter: http://twitter.com/toolboxdotcom

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