Online Community Lead Identification – Part 1

May 27th, 2009 by Matthew Rosenhaft Leave a reply »

A few weeks ago, Michael Thomas ( President of the CRMA & CRM guru at the social media platform company, www.neighborhoodamerica.com )and I were collaborating on a topic that is of great interest to a lot of Sales and Marketers…

How do you create actionable information from an online community? This is relavent as more companies are integrating online communities into the corporate websites. The challenge that I am hearing repeatedly is “how do you identify leads in your community so that you can get them into your CRM system to begin the sales pursuit?”

In short, how would use the interactions within a community to identify interest that you could then qualify through activity scoring? There are several fine lines that are involved…

1. Difference between servicing a potential buyer and turing off someone who is just “looking”

2. Online communities are supposed to be educational and not for hard sales

Both are valid concerns and I think can be addressed. Online communities, if done correctly, are not about the hard sell, but about creating a thought leadership and evangelism center for your company. Potential buyers know that when they visit your website, you are providing the information to assist them in buying. Potential buyers also do not want the hard sell. Online communities can provide the education AND the engagement if done correctly. We all want to please our customers and have them appreciative of our service. I think it largely is based upon expectations. We all appreciate when Amazon provides a recommendation that we like. We all wish the recommendation engines were smarter.

If you host a branded community on your website, there is a different expectation versus an unbranded, open industry community. Most of us are willing provide our contact information in exchange for whitepaper or webinar access. A vendor provides access to their community with the understanding that, if you look interested, they will approach you to guage interest, but won’t harrass you. If they could do a better job of determining when you were interested and serving up content to assisy you in making a better buying decision, would you mind?

The next several posts will outline the basics of online community lead scoring. I will also outline a community example that we are all familiar with: Linkedin.

I will also ask Michael to weigh-in from his blog: www.crm2.blogspot.com

Part 2 – http://rosenhaft.wordpress.com/2009/06/01/community-lead-identification-part-2-linkedin-example/

Part 3 – http://rosenhaft.wordpress.com/2009/06/08/online-community-lead-identification-part-3-corporate-community/

Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.

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