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Moderator: Kate Noerr, CEO, Museglobal, Inc

From Network to Community: Building Business with New Collaboration Tools for Staff, Customers, and Even Curious Bystanders. Moderator: Kate Noerr, CEO, Museglobal, Inc. Panelists. Karen Christensen, CEO Berkshire Publishing Erik Mikisch, VP Business Development, ThomasNet

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Moderator: Kate Noerr, CEO, Museglobal, Inc

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  1. From Network to Community: Building Business with New Collaboration Tools for Staff, Customers, and Even Curious Bystanders Moderator: Kate Noerr, CEO, Museglobal, Inc

  2. Panelists • Karen Christensen, CEO Berkshire Publishing • Erik Mikisch, VP Business Development, ThomasNet • Frans van Ette, Director of Product Marketing and Partnerships, Swets

  3. What is this thing? Or these things? • Social networking, blogs, wikis, MySpace, FaceBook, Second Life, and on and on • Do we need to do anything about this sort of thing – and again, what is it? • Who’s doing what out there – and why and what happened???

  4. What we on the panel are doing – plus others • Berkshire Publishing – opinion ratings and contributions • Swets – will our customers cooperate? • ThomasNet – trying ideas with key customers • MuseGlobal – extensive internal use of wikis • United Airlines, Cisco, Intercontinental Hotels – bold moves or major failures in the making?

  5. Thomas – Who they are… • Family owned, privately held business • Publishers for the industrial market since 1898 • A global information provider: USA, Canada, China, Japan, India, Mexico, Brazil, Europe • More than 50 electronic directories, web sites and print publications • Internet publishers since 1995 • ThomasNet.com • news.Thomasnet.com • Thomasglobal.com • Publishes information about 1,250,000 companies on the leading information portals in the industrial marketplace, globally • Serving 3.7 million buyers from Fortune 500 to medium-sized enterprisesto small businesseach month

  6. Community – Strategically • Community will increase core usage • Understanding of Audience will enhance core business • Registration incentive • Blogs – Yes • Forums – Yes • Wiki’s - No • Second Life – No • MySpace, Facebook - ?? • Community - Tactically • Newsletter Integration (IMT = Community at Large, Ind. Marketer = Customers) • Blogs Thomasnet.com Forums • No Revenues (until recently)

  7. Side Issues Editorial = Provocative Language = English Taxonomy = Simple Moderation = Necessary No SEO efforts (until recently)

  8. Cross Reference to Forum

  9. United Airlines “Customer Community” ************************************************************ WE ARE LOOKING FOR 1K CUSTOMERS TO PARTICIPATE IN OUR NEW ONLINE COMMUNITY. ************************************************************ Dear XXXXXXXXXXX, United has partnered with Communispace Corporation, a leader in online communities, to create a private online community. This community will be comprised of 1K members who will serve as "consultants" by sharing perspectives and opinions on United and their travel experiences. While United may not be able to implement all of the ideas generated through this online community, United hopes to use member insights to improve the travel experience across the board. As a member of this online community, your input will help United develop new ideas, establish avenues of research and better understand the needs of frequent travelers like yourself. However the site cannot be a forum to resolve personal, customer-service issues. We are looking for a broad mix of candidates with varied flying habits. Therefore only a limited number of applicants will be invited to join our initial online community.

  10. Panelists Contact Information • Kate Noerr, CEO, MuseGlobal, Inc. • knoerr@museglobal.com • Karen Christensen, CEO Berkshire Publishing • karen@berkshirepublishing.com • Erik Mikisch, VP Business Development, ThomasNet • etm@thomasnet.com • Frans van Ette, Director of Product Marketing and Partnerships, Swets • fvanette@nl.swets.com

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