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Building an international B2B social media brand
Kaisa Hernberg, Cleantech Finland 3 May 2013
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CLEANTECH FINLAND
MISSION: Linking Finnish cleantech
expertise with global demand
VISION 2015: Finland positioned
globally as a top cleantech expert
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Companies
Municipalities
Investors
Other
stakeholders
Top 80 Finnish
cleantech
companies
Media
Decision
makers
We connect clients and partners with top cleantech expertise
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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
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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
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WHO FOLLOWS US?
Journalists
Bloggers
Political decision-makers
Business executives
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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
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WHAT HAS DRIVEN OUR SUCCESS?
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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
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WHAT DO WE MEAN BY INTERESTING CONTENT?
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Interesting = concerns more people
than just you or your company
Dialogue rather than monologue
Engagement rather than publishing
Impact first, depth second
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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
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KIITOS. TACK. THANK YOU.
www.cleantechfinland.com
www.solved.fi