How to build the right fan base for B2B brand

•

2 recomendaciones•898 vistas

Tatyana Kanzaveli

Tecnología Empresariales

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

How to build the right fan base for B2B brand

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How to build the right fan base for B2B brand