B2B social media strategy for increased awareness and engagement

Brief

Colt wanted to:

• Drive interest in its Ethernet service and Smart Office proposition in key European markets
• Use social media activity to start a dialogue about the benefits of using ‘enterprise grade services’ in small and medium businesses
• Establish the brand as a thought leader and educator

Red Ant strategy

• Develop an active online presence for Colt through appropriate social touch points
• Ensure that Colt was in an ongoing position to make the most of the medium and raise brand awareness across Europe.

Tactics

• Programme of weekly pan-European telephone workshops to educate staff on how to use social media
• Weekly engagement programme of appropriate topics and themes for target audience
• Red Ant acted as consultants to Colt throughout the process
• At the end of the programme, Colt was able to take over the management of and participation in all social activity
• Targeted landing pages for Ethernet and Smart Office, with a focus on growing businesses

Results

• Established an online social presence for Colt which did not previously exist:
• LinkedIn Group - 71% of members from outside the company
• Slideshare – hundreds of whitepaper downloads
• Provided Colt staff across Europe with a practical framework for efficient social activity
• Provided target audiences with tailored information via new product landing pages