Building an international B2B social media brand

Kaisa Hernberg, Cleantech Finland 3 May 2013

CLEANTECH FINLAND

MISSION: Linking Finnish cleantech

expertise with global demand

VISION 2015: Finland positioned

globally as a top cleantech expert

Companies

Municipalities

Investors

Other

stakeholders

Top 80 Finnish

cleantech

companies

Media

Decision

makers

We connect clients and partners with top cleantech expertise

WHAT WE DO

Targeted marketing

and communication

activities

“Concept Catalyst” on the

background of great

opportunities

New, digital ways to link

company and expert network

to global cleantech demand, e.g. SOLVED

LARGEST ONLINE CLEANTECH

COMMUNITY IN THE WORLD

Solved.fi platform for experts Cleantechfinland.com

website

Twitter (Eng + Ru), Facebook,

LinkedIn, Weibo, SlideShare,

Storify – more than 20,000

followers

Weekly Cleantech Story e-

mail bulletin for 800

international journalists

WHO FOLLOWS US?

Journalists

Bloggers

Political decision-makers

Business executives

HOW WE USE OUR CHANNELS

Category Functional Engagement Publicity

Is used to serve a practical

function

Is used to drive engagement

with key target groups

Is used to increase visibility

and public recognition

Digital Newsletter Solved.fi CTF.com

Social YouTube, SlideShare,

Flickr

Twitter, LinkedIn,

Facebook, Weibo,

Vkontakte

Wikipedia

WHAT HAS DRIVEN OUR SUCCESS?

Understanding the possibilities of

digital and social media early on

Investing enough time, money and

resources

Open-minded experimentation

Hot topic on a global scale

Interesting content on an active cycle

WHAT DO WE MEAN BY INTERESTING CONTENT?

Interesting = concerns more people

than just you or your company

Dialogue rather than monologue

Engagement rather than publishing

Impact first, depth second

TAKE HOME

Build an online ecosystem – not just

individual channels

Focus on what you want to achieve –

not what you need to publish

Invest in proper resources

Content is key – and you don’t need

to produce it all yourself

KIITOS. TACK. THANK YOU.

www.cleantechfinland.com

www.solved.fi