B2B Web Communities: where does your business stand? Part 1

Claude Malaison – 11 August 2016

Have you noticed that collaboration and engagement in communities on the web have significantly decreased lately? Particularly in those on LinkedIn, including the ones that cater to B 2 B marketers? Is there any way to remedy this, or is it irreversible due to the increasingly “passive” nature of our professional relationships on the Web, especially on social networks?

groupeMB

At ExoB2B, we wanted to get to the bottom of this and try an experiment that some may have already attempted. Our aim: create or revitalize a community (on LinkedIn in this case) and see if sharing and commitment are still possible. We took an existing community that had about 300 members and very little activity, save the the publication links and self-promoting blog posts.

 

Not an easy task. Here’s how we made the change. Note that there will be other steps or milestones established based on the results we achieve. It’s a work in progress.

  • First step: change the name to “Le Marketing B2B au Québec” (B to B marketing in Quebec)
  • Second step: clean up the membership and keep only those directly involved
  • Third step: establish solid rules of use
  • Fourth step: identify a manager for this community
  • Fifth step: define a clear purpose for the community
  • Sixth step: create a targeted recruitment campaign for new members
  • Seventh step: set an example by leading the conversation
  • Eighth step: create a survey of members

The objective of this group is now to “present, develop and promote expertise in B to B marketing and mesh companies facing the challenges of creativity and marketing innovation”. The community is open to all marketing professionals in businesses large or small, who have to manage these challenges, specifically in business marketing (B2B) and need peer support, need to share ideas and tips as well as experiences both good and bad.

You can make a request by clicking here.

Questions that kill!

I won’t go into the genesis of the group here, but rather focus on the sharing and commitment, in light of the results of the member survey. We asked seven questions and received 15 answers from 314 members; a meager 5%. The results are therefore unscientific but still reveal some very interesting points. They are indicative of a Quebec reality in communities on social networks.

Here is the translation of the question: In your opinion, are the groups or communities on LinkedIn, Facebook or other social networks still pertinent?

Q1- Groupes

Notice on the above table that no one mentioned that they were not relevant. But only 25% said they are very relevant.

Which brings us to this next question…

If you answered fairly pertinent or very pertinent, do you believe they should encourage conversation between members or be used only to publish pertinent content? You can choose more than one answer.

Q2 - Contenus

A slight majority of respondents (12-11) estimates that groups or communities should be used to publish relevant content and not to spark conversation. Is this a manifestation of our digital “passivity” demonstrated by one-way information consumption, which only generates a “Like” or “RT”? Or, am I too critical of our “engagement rate”, which, in my opinion, is far too often just clicks, likes and shared links?

I’ll be back in a future post with the survey results and other issues. For now, I leave you some space to answer and / or comment on these issues.

Sign up to our Blog

Blog Archive

More articles that might interest you?

LinkedIn: the numbers that talk to companies in B2B

Figures and statistics that speak volumes about the importance of this B2B marketing platform. The graph below was produced by… Read More...

Promoting your B2B content on social networks: get your $$$ ready

Back to the future in this short post... Almost five years ago, we wrote the eBook on the content crisis,… Read More...

Social Networking in B2B: How to Separate Good Seeds from Empty Heads on Twitter?

It’s official! According to Twitter and the StatusPeople application, we no longer have fake subscribers on Twitter. 66% are real… Read More...