The value of building your online community (before you need it)


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Slides from SkepticalCMO and friends webinar on May 19, 2009.

The buzz about Twitter, Facebook, and other social media is deafening. Sure everyone is talking about social media but will you grow your business, expand market share or keep your customers happy by jumping on the bandwagon?

The Skeptical CMO and his panel of marketing and social media experts will debate the business value and ROI of online communities. This live, interactive discussion will challenge conventional wisdom about social media and ask:

• How important is engaging and building social media communities to your overall brand strategy, marketing and sales initiatives?
• Can nurturing your online community really help you prepare for crises like negative product reviews, recalls or rogue employees?
• Will these new approaches to engaging your customers really make your organization more agile?

Frank Days, Managing Partner, Tangyslice Partners

Paige Arnof-Fenn, Founder, Mavens and Moguls
Robert Collins, Producer, Social Media Breakfast Boston
Rachel Happe, Principal, The Community Roundtable

Event Sponsor:
PJA advertising + marketing

Published in: Business, Technology
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The value of building your online community (before you need it)

  1. 1. 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
  2. 2. Agenda • Intro • Brand • Crises • Agility • Questions Show me the money
  3. 3. Who is the Skeptical CMO? • Crowdsourced effort • Lots of questions about new media • Discuss, debate, and create
  4. 4. 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
  5. 5. And behind the console, Scooterboy himself Really, a typewriter?
  6. 6. Housekeeping • Hashtag: #CMO • Submit questions through console • Slides and podcasts will be available The webinar bus has left the station
  7. 7. Discussion 1 How important is engaging social media communities to my brand strategy?
  8. 8. Business StrategyMarketing StrategyBrand Strategy • Social Media Brand • Online Brand • Offline Brand • Brand Management = Reputation Management
  9. 9. Discussion 2 Can nurturing my online community really help me prepare for a crisis?
  10. 10. Good news, get it out fast, Bad news, get it out faster!
  11. 11. Discussion 3 Will these new approaches really make my organization more agile?
  12. 12. 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)
  13. 13. Questions • Chat • Tweet #CMO @rhappe @tangyslice Bring it on, @robertcollins I have lots of questions
  14. 14. 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 Mike O’Toole, PJA advertising + marketing Jim Storer, The Community Roundtable
  15. 15. Thank you for joining us • Check out our blog • Stay tuned for regular podcasts • Answers in our LinkedIn Group • Contact us: – – (@robertcollins) – (@tangyslice) Peace out. – (@rhappe)