February 11, 2010

Toolbox Update

Who is Toolbox.com?

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• 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

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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

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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

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• 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

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• 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

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•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

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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