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George Krautzel: The Evolution of Online Communities
1. The Evolution of Online Communities: From Knowledge Sharing to Personal Brand Building George Krautzel, Co-Founder and President, Toolbox.com OfficeArrow, LLC. 2009.
2. Table of Contents: Section 1: Introduction Section 2: Evolution of Online Communities Section 3: How Professionals Are Using B2B Online Communities Section 4: Personal Branding in B2B Online Communities Section 5: Why Vendors Should Start Engaging Now in Online Communities Section 6: Q&A
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
75. Can be based on quality, quantity, response time, etc.
76.
77.
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.”
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80. Transitioned from a consumer of Toolbox.com to a contributor to enhance brand
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
111. Impact = Site visits/leads Effort = Funding Marketing ROI – Traditional Campaigns Traditional Campaigns With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.). VALUE TIME Source: Pauline Ores, IBM
112. Impact = Relevance and engagement Effort = Funding Marketing ROI – Online Community Campaigns Social Media Impact Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining. VALUE Marketing through an online community allows advertisers to quickly engage and make an impact with their target audiences. TIME Source: Pauline Ores, IBM
113. Creating a Beachhead Within Active Communities About 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.