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/

1. Get real with B2B Communities
Rick Mans
#b2bgs, Nyenrode, April 12th 2012

2. Rick Mans
Capgemini
@rickmans
slideshare.net/rickmans
dontmindrick.com
If you prefer to have a deeper explaination of these slides, please look at my blog:
http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/

4. B2B
Lacks
Behind
B2C

7. In most online communities, 90% of
users are lurkers who never contribute,
9% of users contribute a little, and 1% of
users account for almost all the action.
- Jakob Nielsen

8. Vanity
Metrics

10. Vanity Metric:
Aggregated
data
Then Now

11. 1.000.000
views

12. Views

13. New VS Returning

14. Vanity
Metric:
Number
of users

15. Benefits of Supporting Multiple Networks - Janrain

21. What is the best solution for you?

23. Analysis!
Jakob approves

24. Benefits of Supporting Multiple Networks - Janrain

28. Sinful methods
Black hat

31. Build a
network of
networks

33. The cost of
acquiring new
users

34. Vanity
Metrics

35. When do you get
in touch

38. Nurture the first
thousand

39. What is the best solution for you?

40. Rick Mans
Capgemini
@rickmans
slideshare.net/rickmans
dontmindrick.com

41. Credits and references
Stop - http://www.flickr.com/photos/yorkjason/691106821/ by JasonLangheine
Jakob - 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.aspx
Photographers - http://www.flickr.com/photos/wwarby/4782818106/sizes/l/in/photostream/
Sheep - http://www.all-hd-wallpapers.com/wallpaper/animals/sheep/428176
More Sheeps - http://printreranduri.eu/wp-content/uploads/sheeps.jpg
Wolf - 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.html
Twitter ad - Brazilian Ad Agency Moma Propagnada for Maximidia Seminars
Community - 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