The document discusses the evolution of online communities from knowledge sharing to personal branding, highlighting how professionals leverage B2B communities for productivity and career management. It emphasizes the importance of active participation in shaping personal and corporate brands, as well as the role of vendors in engaging with these communities. The text also provides insights into effective community strategies for enhancing brand awareness and value creation.

1. The Evolution of Online Communities:From Knowledge Sharing to Personal Brand BuildingGeorge Krautzel, Co-Founder and President, Toolbox.comOfficeArrow, LLC. 2009.

2. Table of Contents:Section 1: Introduction Section 2: Evolution of Online Communities Section 3: How Professionals Are Using B2B Online CommunitiesSection 4: Personal Branding in B2B Online CommunitiesSection 5: Why Vendors Should Start Engaging Now in Online CommunitiesSection 6: Q&A

3. Section 1:Introduction

4. Who is Toolbox.com?Mission

5. Provide an online platform that enables professionals to easily share knowledge with their peers

6. Existing Communities

7. IT (11 years), HR (

8. More than 3.0 million unique monthly visitors and 1.6 million registered members

9. Over 2.6 million pages of user-generated content

10. Advertising Services

11. More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, DellToolbox.com Growth – Registered MembersQ3 20091,659

12. Toolbox.com in the Media SpaceUser-Generated Content is communication, specific appeal

13. 2-way conversations between friends

14. Personal experiences, socially driven

15. Content is communication, specific appeal

16. 2-way conversations between peers

17. Personal experiences, best practicesEditorial Content is carefully vetted, broad appeal

18. 1-way conversation from experts to readers

19. News, consumer interests, and trends

20. Content is carefully vetted, broad appeal

21. 1-way conversation from experts to readers

22. News, case studies, best practicesConsumerBusiness

23. Section 2:Evolution of Online Communities

24. Community is Not a New Concept

25. Usenet StrengthsOne of the first computer network communications systems (1980)

26. Precursor of discussion boards, peer-to-peer networking

27. Organized and categorized for easy knowledge sharing

28. Significant influence on online culture (coined “spam”, “FAQ”, etc.)Gaps Not moderated

29. Short binary retention time (although now archived as Google Groups)

30. No registration, anonymous participation = no brand buildingAOL StrengthsMade online service available to the masses (30 million users at peak)

31. Offered a graphical user interface (GUI) instead of command lines

32. Pioneered the chat room concept

33. Emphasis on communication with other members as value proposition Gaps Proprietary software/service needed to gain access (“walled garden”)

34. Repositioned as content provider instead of a community (lost focus)FacebookStrengthsDominant reach- 250 million active members

35. Well designed to create member engagement

36. Wall/newsfeed functionality highlights activity of connections

37. Various applications for sharing/collaboration

38. Ability to leverage for B2B and B2C with Facebook Fan PagesTwitterStrengthsSimple communication vehicle – “What are you doing” in 140 characters

39. Easy way to stay current on news and trends in your areas of interest

40. Potential to connect with and influence the influencers

41. Fluid process for “following” and “unfollowing” connectionsSection 3:How Professionals Are Using B2B Online Communities

42. Tracking Social Media Consumption Among ProfessionalsTrend: consistent increase in social media consumption, up to 4.72 hours per week in June 2009

43. Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros in each of the four wavesSource: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009

44. How and Why Professionals Use Online CommunitiesIncrease productivity and efficiency through knowledge sharing

45. Manage careers

46. Stay current

47. Solve problems faster

48. Research vendors

49. Make better decisions

50. Tap into tools for peer collaboration

51. Personal networks

52. Blogs

53. Discussion groups

54. WikisCost-effective, timely, and better solutionsMember questionCommunity feedback

55. Solving Problems – Discussion Group Example

56. Section 4:Personal Branding in B2B Online Communities

57. Managing Your Personal BrandPersonal branding is “your promise to the marketplace and the world”

58. Tom Peters, best selling author on business management

59. According to a recent survey by ExecuNet, the average tenure of an executive with the same company has slipped to 2.8 years

60. Loyalty to “You” does not have to be in conflict with loyalty to your company

61. In today’s business environment, proactive career management through active shaping of your personal brand is essentialThe Permanence of Participation in Communities“What happens in Vegas, stays on Google”

62. Scott Monty, head of social media at Ford Motors

63. While this quote has a negative connotation, the same understanding also creates opportunity

64. Professionals can leverage this permanence to support their personal brand management through active networking and participationReputation Management - Creating Value for Individuals and the CommunityA clear, logical reputation management system can be a tide that lifts all ships in a professional community

65. For individuals

66. Answers “what’s in it for me” and provides a foundation for personal brand management

67. Increases likelihood of responses to inquiries

68. Produces the opportunity to leverage the community to vet answers

69. For the community

70. Provides incentive for transparency

71. Increases the quality of contributionReputation Management Key Ingredients – RatingsExample: DiggRatings SystemsEasy to use voting system

72. Community assesses value

73. Highest rated posts receive the most visibilityRatings Systems in a B2B CommunityHelps determine the “best” solution to an issue

74. Provides a quick input to judge the competency of the posterReputation Management Key Ingredients – AchievementsExample: eBayAchievements SystemsPowerful means of rewarding participation

75. Can be based on quality, quantity, response time, etc.

76. Feeds the human need of “Everyone wants a gold star”Achievements Systems in a B2B CommunityCreates a carrot for greater engagement and higher quality

77. Provides a system to identify high value contributorsReputation Management Key Ingredients - ProfilesExample: Toolbox.comAchievements: Provides a systematic way to recognize high valued contributors, whether it is based on volume, quality, or response time.Participation:Shows contribution from a user that has taken place within the Toolbox.com community.Capability: Online résumé to detail relevant experience, accomplishments, interests, and values. Connections:Lists the community members who are part of a user’s network.

78. Benefits of Active Participation – Example: Nic Harvard“By participating in an active community, I can benchmark my skills and understand my knowledge gaps. By doing so, I can plan my career path, better position myself for new appointments, and/or understand the greatest value-add ability to a current employer. At the very least, it allows anyone, no matter where they are in their career, to know what they don’t know.”

79. Progressing Reputation to Commerce – Example: Ron FisherFounder of Profiling Solutions, an Atlanta-based company

80. Transitioned from a consumer of Toolbox.com to a contributor to enhance brand

81. Benefits of participation:

82. Builds brand awareness

83. Positions company as having a deep pool of knowledge

84. Contributes to top line growth – 20-25% of annual new customer acquisitions come from the communitySection 5:Why Vendors Should Start Engaging Now in Online Communities

85. Universal Truth in Marketing“Advertising dollars always follow the audience”

86. Scott Karp, CEO of Publish2, Inc., and various sage marketersAttitudes About Vendor Participation in Online CommunitiesMore than 76% of community members believe it is important that vendors listen to their audience and participate in conversations

87. Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros in each of the four wavesWhich 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

88. The Evolution of Online MarketingRelationshipDirect ResultsValue: Web as a relationship management platform

89. Primary Goals: Engaging prospects and customers outside of their Web site

90. Secondary Goals: Lead generation, drive traffic, thought leadership and branding

91. Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

92. Marketing Tactics:

93. Vendor communities

94. Two-way ads

95. Messaging connections using trigger marketing

96. Successful tactics from direct results stageExperimentationValue: Web as a direct results platform

97. Primary Goals: Drive traffic and lead generation

98. Secondary Goals: Thought leadership and branding

99. Measurements: CPL, CPC, brand measurements confirmed through surveys

100. Marketing Tactics:

101. Search ads

102. Lead generation – white papers, webcasts

103. Branding - IMUs, larger units, microsites

104. E-mail – list rentals

105. Value: Web as a promotional vehicle

106. Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

107. Measurements: Cost per impression

108. Marketing Tactics:

109. Branding – buttons, banners

110. E-mail – newsletters, list rentals2004-2009 2010-20151996-2003

111. Impact = Site visits/leadsEffort = FundingMarketing ROI – Traditional CampaignsTraditional CampaignsWith traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.).VALUETIMESource: Pauline Ores, IBM

112. Impact = Relevance and engagementEffort = FundingMarketing ROI – Online Community CampaignsSocial Media ImpactSocial media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining.VALUEMarketing through an online community allows advertisers to quickly engage and make an impact with their target audiences.TIMESource: Pauline Ores, IBM

113. Creating a Beachhead Within Active CommunitiesAbout Section: Provides an overview of the vendor, as well as links to allow community members to quickly connect with or contact the vendor.Connections:Lists the community members who have expressed their interest in engaging and staying current by creating a connection with the vendor.Vendor Assets: Prominently displays the vendor’s information assets, including white papers, webcasts, product demos, news, PR, and more. Participation:Shows related postings by the vendor within the Toolbox.com community.

114. To Start, Devise a SMART StrategyDo not start without a basic strategy, execution should come second

115. Test, listen, engage, and learn

116. Like personal brands, in communities your company’s brand is being formed with or without your participation — actively shape itSection 6:Q&A

117. Contact Information George KrautzelToolbox.com Co-Founder and PresidentMy profile on Toolbox.com: http://it.toolbox.com/people/george_krautzel

118. My profile on Twitter: http://twitter.com/georgekrautzel