Navigating the social media landscape and building a compelling online persona can be a complex task, especially in the highly competitive technology sector. This case study explores how Netscribes successfully addressed this challenge for a Fortune 500 IT service provider. The client aimed to leverage social media to elevate their Executive Vice President (EVP) as a trusted technology innovation expert and a prominent brand representative. Keep reading to discover how we helped them strengthen their brand’s association with technology innovation, and attract potential clients through online identity management and targeted social media engagement.
Challenges and objectives
With the ever-growing importance of digital influence, the client sought to achieve three key objectives:
- Elevate the EVP’s position within the technology industry by showcasing their expertise and insights.
- By leveraging the EVP’s online presence, strengthen their brand’s association with the technology innovation sector.
- Attract and nurture potential clients with targeted social media engagement.
However, achieving these objectives presented several challenges:
- The EVP’s existing social media presence needed significant improvement to attract a wider audience.
- The client’s industry is highly competitive, meaning a strategic approach was essential to establish credibility and thought leadership.
- Developing content that resonated with the target audience and drove meaningful engagement was crucial for success.
Solutions proposed
Netscribes proposed an 18-month, three-phased online identity management (DIM) program focusing on LinkedIn and X (then Twitter), the key social media platforms for professionals in the technology space.
- Profile access
Netscribes gained access to the EVP’s social media profiles for comprehensive management and optimization
- Content strategy
Netscribes developed a monthly content calendar featuring industry insights, thought leadership pieces, and industry news
- End-to-end management
Netscribes handled all aspects of profile management, including content creation, scheduling, posting, and engagement
Implementation
The 18-month program was divided into three phases:
Phase 1:
Foundation building
Profile optimization, content strategy development, and initial audience engagement
Phase 2:
Growth optimization
Refinement of content strategy based on audience response and further follower growth
Phase 3:
Leadership establishment
Positioning the EVP as a thought leader through industry-specific content and targeted interactions
Methodology used
Netscribes employed a data-driven approach, leveraging a combination of:
- Competitive analysis: Identifying industry influencers and benchmarks
- Audience research: Understanding the target audience’s interests and preferred content formats
- Data-driven approach: Monitoring key metrics and adapting strategies for optimal results
Results Delivered
The DIM program delivered significant improvements in the EVP’s digital standing:
- Increased Follower Base: The EVP’s follower base on LinkedIn increased from 1,800 to over 5,600, and on X, from 900 to 1,100.
- Industry Recognition: The EVP was recognized as one of the “Top 50 Healthcare Leaders in Consulting” in 2022.
- Qualified Leads: Identified and nurtured 10 qualified leads through targeted LinkedIn interactions.
- Enhanced Engagement: Average post engagement on LinkedIn exceeded 500, and average tweet impressions surpassed 300.
Client Benefits
- Elevated Digital Presence: Significant improvement in the EVP’s social media presence, attracting a wider audience.
- Credibility and Thought Leadership: Established the EVP as a credible thought leader in the technology sector.
- Targeted Engagement: Effective content strategies that resonated with the target audience, driving meaningful engagement.
- Lead Generation: Successful identification and nurturing of potential clients through targeted interactions.
Future Recommendations
Building on the initial momentum, future initiatives could target even deeper audience engagement:
- Develop Tailored Content: Create specific content for customer segments within the technology sector.
- Explore Influencer Marketing: Partner with industry influencers to reach a wider audience.
- Utilize Data Analytics: Further optimize content performance and refine targeting strategies.
Lessons Learned
The project highlighted the importance of:
- Regular and Relevant Content: Building audience trust and engagement.
- Monitoring Key Metrics: Allows for continuous improvement of the DIM strategy.
- Establishing Expertise: Providing valuable insights for recognition and lead generation.
Contact us today to learn more about our Digital Identity Management program and start your journey towards enhanced brand recognition and strategic engagement.
