Identity Takes Global B2B Tech Company’s Social Media Program to New Heights
New approach to content strategy fuels growth and drives conversation around key verticals and services
In October 2015, a global B2B technology company approached Identity to manage and enhance its social media program.
The client tasked Identity with managing and growing its massive digital footprint and driving all content development, community management and reporting. Additionally, the Identity team was responsible for identifying new methods for reaching a core group of enterprise decision makers. The first obstacle presented to our team: How do we get an audience that is traditionally quiet on social media channels to participate and engage the brand around topics that matter to the company? Our solution: a conversation post strategy that combined research and insights to identify “hot topics” that were already driving discussions. This post strategy was designed to produce engagements, particularly comments, on the posts.
For this conversation post strategy, Identity used a combination of social listening and content performance tools to identify recent articles related to the global company’s key platforms and verticals. Upon finding those articles, we crafted compelling LinkedIn posts and Twitter polls, designed to entice our social communities to provide their insights and feedback related to those topics.
The conversation post strategy was a success from the onset, particularly in producing thoughtful feedback from the brand’s LinkedIn followers. This insightful commentary has allowed the brand’s subject matter experts to participate in the conversation, giving them an additional platform to share their knowledge on timely topics and trends with the LinkedIn community.
The conversation post strategy, combined with a more consistent and robust social media program (that included an elevated level of copywriting to better connect with the brand’s social audiences), attributed to significant growth of the brand’s social channel following, reach and engagement over the course of 12 months.
What We Did
Identity deployed the following strategies and tactics in order to achieve success:
- Social Media Strategy
- Content Development
- Community Management
- Analytics and Reporting
- 142%increase in LinkedIn impressions
- 196%increase in LinkedIn engagement
- 11,988 engagements produced as a result of the conversation posts
- 61% increase in Twitter engagement