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How to build the right
fan base for a B2B brand


      Tatyana Kanzaveli
           @glfceo
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
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
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
What is Engagement?




8/21/2012         Tatyana Kanzaveli @glfceo   5
If you Engaged what
                 happens next?




            They will become your
8/21/2012
                    FANS!
                   Tatyana Kanzaveli @glfceo   6
Case Study




            Your company is CRM/collaboration
                  type of solution provider


8/21/2012             Tatyana Kanzaveli @glfceo   7
Who is the target audience?




            CIOs

8/21/2012   Tatyana Kanzaveli @glfceo   8
Ecosystem




             Analysts : Gartner, etc
             Reporters
             Events
             Academia
             Publications


8/21/2012       Tatyana Kanzaveli @glfceo   9
Channels




              Twitter
              Facebook
              LinkedIn
              Blogs
              Quora
              Plancast
              Pinterest
8/21/2012    Tatyana Kanzaveli @glfceo   10
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
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
Example – Gartner (twitter)



                                                    Follow
                                                    Read
                                                    Reply
                                                    RT
                                                    Favorite




                                         Good thoughtful comments = fans


8/21/2012    Tatyana Kanzaveli @glfceo                             13
Example – Gartner (FB)



                                                   Friend (if possible)
                                                   Subscribe (if available)
                                                   Mention
                                                   Like
                                                   Share
                                                   Comment




                                          Good thoughtful comments = fans


8/21/2012     Tatyana Kanzaveli @glfceo                                14
Example – Gartner
               (LinkedIn)


                                                Follow Company
                                                Join Group
                                                Comment
                                                Ask
                                                Answer




8/21/2012        Tatyana Kanzaveli @glfceo                        15
Example – Twitter



                                                             Follow CIOs
                                                             Companies
                                                             Chats
                                                             Ecosystem players
                                                             Hashtags




8/21/2012   Source: http://www.ciodashboard.com/cio-twitter-dashboard/
                                  Tatyana Kanzaveli @glfceo                   16
Your content



                                              General
                                              Contest
                                              Reference
                                              Case study
                                              News




8/21/2012      Tatyana Kanzaveli @glfceo                    17
Advanced content
                                                RSS
                                                Sources
                                                Yahoo! Pipes
                                                Output in RSS




8/21/2012        Tatyana Kanzaveli @glfceo                       18
Metrics

            What to measure and why



            Web Site Visits [sources]
            Downloads
            Blog comments
            …

            Impact on Recruitment

            ..




8/21/2012        Tatyana Kanzaveli @glfceo   19
Skills


             Monitoring/Listening
              Officer
             Content Creation /
              Curation
             Online/Offline Events
              Coordinator
             Analytics Specialist




8/21/2012        Tatyana Kanzaveli @glfceo   20
Tools


               Awareness
               HootSuite
               Sprinklr
               Traackr
               Hashtracking
               Targeting
               ++++more




8/21/2012         Tatyana Kanzaveli @glfceo   21
B2B Marketing Success



             Quality not quantity
              matters
             Measurable
             Relevant
             Engaging




8/21/2012      Tatyana Kanzaveli @glfceo   22
Examples



               Raytheon
               Intel
               CISCO
               AMEX
               SAP
               UnitedLinen
               …




8/21/2012       Tatyana Kanzaveli @glfceo   23

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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
  • 5. What is Engagement? 8/21/2012 Tatyana Kanzaveli @glfceo 5
  • 6. If you Engaged what happens next? They will become your 8/21/2012 FANS! Tatyana Kanzaveli @glfceo 6
  • 7. Case Study Your company is CRM/collaboration type of solution provider 8/21/2012 Tatyana Kanzaveli @glfceo 7
  • 8. Who is the target audience? CIOs 8/21/2012 Tatyana Kanzaveli @glfceo 8
  • 9. Ecosystem  Analysts : Gartner, etc  Reporters  Events  Academia  Publications 8/21/2012 Tatyana Kanzaveli @glfceo 9
  • 10. Channels  Twitter  Facebook  LinkedIn  Blogs  Quora  Plancast  Pinterest 8/21/2012 Tatyana Kanzaveli @glfceo 10
  • 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
  • 13. Example – Gartner (twitter)  Follow  Read  Reply  RT  Favorite Good thoughtful comments = fans 8/21/2012 Tatyana Kanzaveli @glfceo 13
  • 14. Example – Gartner (FB)  Friend (if possible)  Subscribe (if available)  Mention  Like  Share  Comment Good thoughtful comments = fans 8/21/2012 Tatyana Kanzaveli @glfceo 14
  • 15. Example – Gartner (LinkedIn)  Follow Company  Join Group  Comment  Ask  Answer 8/21/2012 Tatyana Kanzaveli @glfceo 15
  • 16. Example – Twitter  Follow CIOs  Companies  Chats  Ecosystem players  Hashtags 8/21/2012 Source: http://www.ciodashboard.com/cio-twitter-dashboard/ Tatyana Kanzaveli @glfceo 16
  • 17. Your content  General  Contest  Reference  Case study  News 8/21/2012 Tatyana Kanzaveli @glfceo 17
  • 18. Advanced content  RSS  Sources  Yahoo! Pipes  Output in RSS 8/21/2012 Tatyana Kanzaveli @glfceo 18
  • 19. Metrics What to measure and why Web Site Visits [sources] Downloads Blog comments … Impact on Recruitment .. 8/21/2012 Tatyana Kanzaveli @glfceo 19
  • 20. Skills  Monitoring/Listening Officer  Content Creation / Curation  Online/Offline Events Coordinator  Analytics Specialist 8/21/2012 Tatyana Kanzaveli @glfceo 20
  • 21. Tools  Awareness  HootSuite  Sprinklr  Traackr  Hashtracking  Targeting  ++++more 8/21/2012 Tatyana Kanzaveli @glfceo 21
  • 22. B2B Marketing Success  Quality not quantity matters  Measurable  Relevant  Engaging 8/21/2012 Tatyana Kanzaveli @glfceo 22
  • 23. Examples  Raytheon  Intel  CISCO  AMEX  SAP  UnitedLinen  … 8/21/2012 Tatyana Kanzaveli @glfceo 23