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Articulating *your* message using Social Technology...

Using your Social Media Profile for Thought Leadership

The CEO of a SaaS-based fintech company based in London required support to raise and sustain his LinkedIn profile (due primarily to a lack of bandwidth to do so) while also needing regular network extension work and prospect engagement - primarily on LinkedIn but supported by influencer engagement work on Twitter (X). The campaign KPIs were set at 5 Twitter posts a week and two LinkedIn posts, with associated connection hygiene work, monitoring and reporting. Over a three month campaign, top line metrics included: 

  • Reach: 74,934 LinkedIn post views and 10,400 Twitter post views at an engagement rate (ERR) of 1.4% and 4.5% respectively

  • Engagement: LinkedIn posts attracted 1,103 likes

  • The exec in question appeared in 443 LinkedIn searches in those three months and received 1,602 profile views in that period

  • In one week two LinkedIn posts attracted 82 and 103 likes each and 15,000 post views between them

Of those that both searched for his profile and engaged with his content, the vast majority were the target segments of Founders, Co-founders and CEOs. Through the course of the campaign he was able to connect in with 30 new SaaS-founder/CEOs which were the target prospect persona. These connections were not blind but came about in a ‘warm’ approach - i.e. through ‘organic’-seeming interactions on Twitter and LinkedIn. (A tactic to celebrate SaaS seed round funding successes on Twitter, attract founder-engagement and convert into LinkedIn Connections was extremely successful - 80%).

Customer acquisition was not the only objective of course, and the campaign also had considerable interaction with significant LinkedIn Influencers on the target topics - mainly through strategic thought leadership blog posts on the LinkedIn platform. These posts typically attracted 5-6,000 in-feed post views, 200 article views and 50-60 likes each. By calling out significant Influencers’ content within these posts, these Influencers were brought into the CEOs network via ‘warm’ engagement. 

A final objective of course was talent attraction/retention and customer validation and content was engaged and amplified by existing employees as well as customers.

Gareth Llewellyn