Challenge
Use social media to reinforce reputation in the US
In order to sustain their brand awareness in this massive and highly competitive US marketplace, BT wanted to leverage one of their key internal subject matter experts and their vast repository of thought leadership content. CCGroup were asked to help them achieve this.
Solution
LinkedIn thought leadership, exec profile building and PR amplification.
Social media is a powerful platform for thought leadership. LinkedIn, in particular, is seen as an important hub for thought leadership content by thousands of the people BT want to engage.
By creating native thought leadership content for organic LinkedIn posts, we expanded engagement of BT’s thought leadership. Existing thought leadership reports and whitepapers were distilled into carousels, animations and videos giving key insights to users directly.
Crucially, we focused all of this activity through the LinkedIn profile of the then Regional Managing Director, Chet Patel. Giving a personal angle to thought leadership gave us more bandwidth to be creative with post formats and create more opinion-led content.
The focus on amplifying existing thought leadership was augmented with amplifying new PR content for BT. Again, the key to this was creating native content for LinkedIn that surmised the coverage. Understanding how to ‘hack’ the organic LinkedIn algorithm increased the reach of PR content.
