Using your Social Media Profile for Influencer Engagement

The Marketing Director of a UK-based Technology start-up retained Artechulate to pursue a few objectives: boosting his personal brand, achieving greater brand awareness, market education...and influencer engagement. From a quantitative point of view, the objective of greater awareness can be borne out from the following ROI data:

• Organic network growth - followers doubled within the year; On average, monthly Twitter engagements of 60.

• Average monthly tweet impressions of 13,000; Monthly average post views on LinkedIn of 2,000.

• Average monthly profile views on Twitter of 500; top 3 Industry percentile for LinkedIn profile views.

However, a key strategic objective of the social media campaign was to raise the start-up’s profile among the key writers and analysts that were looked to by the industry to understand the prevailing winds in a fast changing retail sector. Working in close partnership with the start-ups’ PR agent, Artechulate mapped an influencer engagement strategy to the PR targeting strategy to assist in quickly building close relationships with key influencers. Several key journalists were carefully cultivated on Twitter and LinkedIn to enable the off-line media relations approach to flourish. 

Slowly but surely, he was able to move from a relative unknown to a high profile thought leader in a sector undergoing rapid disruption. Follows, Likes and RTs for key writers were soon reciprocated and credibility and authority was quickly won. Before long, by-line articles and guest blogs were easy to secure and commentary requests for trend analysis coverage began to be regular and prolific. 

As well as significantly raising the profile of this executive and grow his network, not to mention spreading the corporate message; this program was critical to moving the dial in terms of his industry influence - a very valuable corporate asset.