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At this B2B goes social I presented about Getting Real with B2B Communities and to be more exact about the pitfall of using vanity metrics instead of real actionable metrics. The main reason to do a talk about B2B communities and vanity metrics is because this was also a topic I did 2-3 years ago for B2C communities. Since B2B lacks 2-3 years behind B2C I found this topic rather applicable for reuse in a B2B context. The written voice over can be found over here: http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/
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Rick Mans#b2bgs, Nyenrode, April 12th 2012
Get real with B2B Communities
Rick MansCapgemini
@rickmans
slideshare.net/rickmans
dontmindrick.com
If you prefer to have a deeper explaination of these slides, please look at my blog:http://dontmindrick.com/socialmedia/vanity-metrics-measuring-wrong-thing/
B2BLacksBehindB2C
In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.
- Jakob Nielsen
Vanity Metrics
Vanity Metric:
Aggregated data
Then Now
1.000.000views
Views
New ReturningVS
Vanity Metric:
Number of users
Benefits of Supporting Multiple Networks - Janrain
What is the best solution for you?
AB
Analysis!Jakob approves
Benefits of Supporting Multiple Networks - Janrain
Black hat
Sinful methods
Build a network of
networks
The cost of acquiring new
users
Vanity Metrics
When do you get in touch
Nurture the first thousand
What is the best solution for you?
Rick MansCapgemini
@rickmans
slideshare.net/rickmans
dontmindrick.com
Credits and references
Stop - http://www.flickr.com/photos/yorkjason/691106821/ by JasonLangheineJakob - http://etcedigital.wordpress.com/2010/07/06/e-books/Grassroots - http://michaelcheek.com/2011/04/20/cultivation-of-a-grassroots-campaign-where-the-green-grass-grows-in-social-media/Jersey Boy - http://www.caufields.com/jerseyboywig.aspxPhotographers - http://www.flickr.com/photos/wwarby/4782818106/sizes/l/in/photostream/Sheep - http://www.all-hd-wallpapers.com/wallpaper/animals/sheep/428176More Sheeps - http://printreranduri.eu/wp-content/uploads/sheeps.jpgWolf - http://readin2this.wordpress.com/2010/05/20/robstens-and-krisbians-wolves-in-sheeps-clothing/Farmville - http://carolinaregion.blogspot.com/2010/03/how-not-to-annoy-your-facebook-friends.htmlTwitter ad - Brazilian Ad Agency Moma Propagnada for Maximidia SeminarsCommunity - http://linchpinbloggers.com/heres-what-you-need-to-do-in-order-to-grow-your-community/ Janrain research - http://info.janrain.com/acton/attachment/1205/f-0006/0/-/-/-/-/file.pdf
