Toolbox Update for Partners
-
Upload
george-krautzel -
Category
Technology
-
view
381 -
download
1
description
Transcript of Toolbox Update for Partners
February 11, 2010
Toolbox Update
Who is Toolbox.com?
2
• Mission— Provide an online platform that
enables professionals to easily share knowledge with their peers
• Existing communities— IT (11 years), HR (1 yr), and Finance
(1 yr)
— More than 3.3 million monthly unique visitors
— Over 2.6 million pages of practical user-generated content
• Advertising services
– More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, Dell
Toolbox for IT Registered Members
Q4 20091,658
3
Direct Results
2004-2009 2010-2015
Experimentation
Value: Web as a promotional vehicle
Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
Measurements: Cost per impression
Marketing Tactics:– Branding – buttons, banners– E-mail – newsletters, list rentals
1996-2003
Value: Web as a direct results platform
Primary Goals: Drive traffic and lead generation
Secondary Goals: Thought leadership and branding
Measurements: CPL, CPC, brand measurements confirmed through surveys
Marketing Tactics:– Search ads– Lead generation – white papers,
webcasts – Branding - IMUs, larger units,
microsites– E-mail – list rentals
Value: Web as a relationship management platform
Primary Goals: Engaging prospects and customers outside of their Web site
Secondary Goals: Lead generation, drive traffic, thought leadership and branding
Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
Marketing Tactics:– Company beachhead in
relevant communities– Integration of content in
mobile apps– Lead nurturing via social CRM– Successful tactics from direct
results stage
Relationship
Toolbox.com Perspective: the Evolution of Online Marketing
Three Primary Values of Professional Communities
4
Enable members to generate knowledge or best practice information through open
interaction with their connections and/or the community
Collaborate Share
Enable members to distribute information or knowledge to
their connections or the community
Connect
Enable members to link up and communicate directly
Example of Engagement Program: Windows 7 Community
5
• Goal— Generate broad awareness for
Microsoft Windows 7 by engaging relevant Toolbox.com members
• Tactics
– Sponsorship of relevant areas in the community
– Promotion both within and outside the Toolbox.com community to drive traffic
– Contests, polling, and participation by company experts
Example of the Windows @ Work Contest promotion within the Windows 7
community at Toolbox.com
Example of Live Chat: Microsoft System Center
6
• Goal— Collect high-quality
leads from community members who have been educated about Microsoft Systems Center
• Tactics
– Sponsorship of a Live Chat between two engineers from Microsoft and the Toolbox.com community
– Built brand awareness, answered questions, and received feedback during the chat
Example of the Microsoft Systems Center Live Chat at Toolbox.com
Example of Lead Scoring: Leading Storage Vendor
7
•5 Points
– More than one user from same company downloaded a paper
•3 Points
–Member of a relevant discussion group–Connected to a relevant wiki
•2 Points
–Each additional paper downloaded–For each vendor profile they are connected to
•1 Point– Downloaded 1 paper – Has a Toolbox.com profile – Posting in last 12 months – Has member connections other than George
Krautzel – For each group membership to a storage/backup
group – Connected to a storage/backup wiki – Following a storage/backup blog
• Goal— Prioritize leads
based on users’ actions and activity
• Tactics
– Utilized Toolbox.com’s scoring and reporting systems to gain intelligence
– Employed lead-nurturing tools available with their vendor profile to build deeper relationships with customers and prospects
Summary• Nielsen reports that one quarter of all phones sold last
year were smartphones
• 40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)
• Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communications
8
The Future Belongs to Mobile Technology
From: “40% of Your Opportunity is Shifting to Mobile...Are You?”
Toolbox.com’s TakeawayWith an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce.
Toolbox.com’s Beta iPhone App