The Challenge
As sales development and partner relationship leaders, two executives at a U.S.-based data infrastructure company understood the value of using their personal social media presence to supplement the company’s marketing and sales efforts.
During the pandemic, many of their in-person conferences were shut down. With limited options for networking and making connections, LinkedIn would be their way to fill the gap. While they wanted to build an online presence, they didn’t know where to start, how to get increased engagement, and capture leads that would reach out to them or their company.
With a lot of valuable branded content available to share but no real engagement strategy in place, the two executives turned to our team to develop an ongoing strategy to help gain better mindshare with their audience and position themselves as leaders in the colocation space.
The Action
LinkedIn social media content and long-form articles on topics like digital transformation and data center benefits were developed on an ongoing basis.
This provided a strategic balance between:
- Branded content that supports business objectives
- Thought leadership content to build out the two executive’s personal expertise
A core part of the strategy our Influential Executive team implemented was our follower growth network expansion activities on LinkedIn.
We focused on the following:
- Creating content that spoke to the right audience
- Positioning the two executives in front of the right audience
- Connecting them with potential prospects
On average, we increased their network by 30% over the course of the program, concentrating on the following:
- Increasing the quality of the executives’ network connections
- Targeting relevant job titles and industries, such as executive vice presidents, CTOs, and system integrators
The Action
- Strategized and activated the Guardians of the Network campaign concept, aiming to shed light on the staff who help keep clients safe from cyber attacks
- Organized and executed an office photoshoot to capture behind-the-scenes snapshots of the Stealthwatch staff
- Interviewed and crafted unique profiles for each employee to be featured on the Guardians of the Network landing page
- Generated engaging social content across Twitter, LinkedIn and Facebook to promote the campaign
The Results
Total Monthly engagements increased 9X
Total monthly impressions increased by 6X
40%
Achieved a 40% increase in connections / followers for one executive and 20% for the other
Thought Leadership in the Age of Social Media
A Guide to Successfully Building Executive Social Presence
While the benefit of a strong corporate social presence is indisputable, recent research shows that we should be shining a spotlight on the leaders behind those brands as well.
Getting your leadership team started on social media can feel like a daunting task with a myriad of unique risks and challenges, but this whitepaper provides practical advice and can serve as your playbook to get started.
Thought Leadership in the Age of Social Media
A Guide to Successfully Building Executive Social Presence
While the benefit of a strong corporate social presence is indisputable, recent research shows that we should be shining a spotlight on the leaders behind those brands as well.
Getting your leadership team started on social media can feel like a daunting task with a myriad of unique risks and challenges, but this whitepaper provides practical advice and can serve as your playbook to get started.
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