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
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3. Why do you need fans?
If you have 0 followers on Twitter you can tweet all day long
Talking to yourself
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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 !
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5. What is Engagement?
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6. If you Engaged what
happens next?
They will become your
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FANS!
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7. Case Study
Your company is CRM/collaboration
type of solution provider
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8. Who is the target audience?
CIOs
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9. Ecosystem
 Analysts : Gartner, etc
 Reporters
 Events
 Academia
 Publications
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10. Channels
 Twitter
 Facebook
 LinkedIn
 Blogs
 Quora
 Plancast
 Pinterest
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11. Approach
Find each person from the ecosystem on each channel
Why?
To listen; to respond; to support; to communicate
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12. Example – Gartner (blog)
 Follow
 Read
 Comment
 Link to
 Mention on Twitter, etc
Your signature has links
Good thoughtful comments = fans
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13. Example – Gartner (twitter)
 Follow
 Read
 Reply
 RT
 Favorite
Good thoughtful comments = fans
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14. Example – Gartner (FB)
 Friend (if possible)
 Subscribe (if available)
 Mention
 Like
 Share
 Comment
Good thoughtful comments = fans
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15. Example – Gartner
(LinkedIn)
 Follow Company
 Join Group
 Comment
 Ask
 Answer
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16. Example – Twitter
 Follow CIOs
 Companies
 Chats
 Ecosystem players
 Hashtags
8/21/2012 Source: http://www.ciodashboard.com/cio-twitter-dashboard/
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17. Your content
 General
 Contest
 Reference
 Case study
 News
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18. Advanced content
 RSS
 Sources
 Yahoo! Pipes
 Output in RSS
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19. Metrics
What to measure and why
Web Site Visits [sources]
Downloads
Blog comments
…
Impact on Recruitment
..
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20. Skills
 Monitoring/Listening
Officer
 Content Creation /
Curation
 Online/Offline Events
Coordinator
 Analytics Specialist
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21. Tools
 Awareness
 HootSuite
 Sprinklr
 Traackr
 Hashtracking
 Targeting
 ++++more
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22. B2B Marketing Success
 Quality not quantity
matters
 Measurable
 Relevant
 Engaging
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23. Examples
 Raytheon
 Intel
 CISCO
 AMEX
 SAP
 UnitedLinen
 …
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