Machine Learning Model Validation (Aijun Zhang 2024).pdf
How to build the right fan base for B2B brand
1. How to build the right
fan base for a B2B brand
Tatyana Kanzaveli
@glfceo
2. Who is the fan anyway?
Person who cares and interested in topics you care about
Person who will want to work for your company
Person who will talk fondly about your company, products, services
8/21/2012 Tatyana Kanzaveli @glfceo 2
3. Why do you need fans?
If you have 0 followers on Twitter you can tweet all day long
Talking to yourself
8/21/2012 Tatyana Kanzaveli @glfceo 3
4. How to get fans?
Broadcasting is not working anymore
Do you like following twitter personas who only post marketing messages?
No one does!
You know what the solution is: engagement !
8/21/2012 Tatyana Kanzaveli @glfceo 4
11. Approach
Find each person from the ecosystem on each channel
Why?
To listen; to respond; to support; to communicate
8/21/2012 Tatyana Kanzaveli @glfceo 11
12. Example – Gartner (blog)
Follow
Read
Comment
Link to
Mention on Twitter, etc
Your signature has links
Good thoughtful comments = fans
8/21/2012 Tatyana Kanzaveli @glfceo 12
19. Metrics
What to measure and why
Web Site Visits [sources]
Downloads
Blog comments
…
Impact on Recruitment
..
8/21/2012 Tatyana Kanzaveli @glfceo 19