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