Leveraging the Power of B2B Social Communities
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Presentation by Jim Sulecki at the American Society of Business Publication Editors\' Digital Symposium, November 2009.
Leveraging the Power of B2B Social Communities
- 1. Leveraging the Power of B2B Social CommunitiesASBPE Digital Symposium11.3.09 | Jim Sulecki
- 2. Business Media has long been about CommunityThe good b2b editor is really like the host of a good cocktail party Events
- 3. Print
- 4. OnlineI.e. its more the brand,the community, the conversation, than it is about the medium.
- 6. Community Features (cont.)Direct Peer-to-Peer Contact on Event Microsites
- 7. Community Features (cont.)Facebook Referrals: up to 250 / brand / monthTwitter Low double digitsBlogger Low three digitsOnline Communities
- 9. Ning Platform Very commonly used (FOLIO, ABM)
- 11. Reskin with our own look
- 12. Though some limitations with template
- 13. Remove ads, use own URLs
- 14. About $50 / mo / site
- 15. Links: brand site community site
- 17. Prompt discussions, remove inappropriate postsNatural community clusters
- 18. Online Cluster Communities 672 members since late 2008 164 members since early 2009 505 members since early 20091,300+ total members since late 2008
- 19. Online Communities (cont.) Launching now
- 20. Fruit, vegetable, citrus growers + produce wholesalers, retailers
- 21. Forums / Message Boards- Some editor-prompted Now mostly member-prompted
- 22. Great fodder for coverage alone worth the effortForums / Message Boards Intel-swapping within the community
- 23. Forums account for 25% of all pageviews
- 24. Average time on page: 1:54Groups Formed by members themselves
- 25. Recent request to form Greenhouse InstallersMember Content: Photos
- 27. Keep An Eye On Analytics
- 28. Is It Working? You Betcha
- 30. Get Them Registered+ personal emails to key industry leaders
- 31. Keep Them Coming Back: Monthly Sends+ continual exposure in the magazines
- 34. Widgets: Social MarketingAreas of FocusOnline CommunityFacebookTwitterBloggerBrand SiteContinue Building, MonetizingDrive Visits, Find Downstream Audiences
- 35. Challenges / Future IssuesOnline CommunityBrand Site? CMS
- 36. Search / Related Articles
- 37. Mobile: Ning app?
- 38. $?Takeaways: Online Communities Dont overthink. Just build. See who comes.
- 39. Look for like markets to bring together.
- 40. Plenty of links: brand site community.
- 41. Registration funnel wide open.
- 42. Keep them coming back.
- 43. Steady eye on metrics nudge as needed.
- 45. Know that the brand site and community site might one day be one.Takeaways: Online CommunitiesAnticipate the day when well worry less about building online communities more about keeping our content part of the discussion in the community.Its all about the brand and the community, not the media platform.