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The Plan
Leaders can leverage their expertise, establish authority by addressing key questions from their audience, and create meaningful engagement that impacts the industry, the market, and the workplace. This is the essence of thought leadership.
Recognizing this, a few months after appointing the Vice President for Latin America, Vertiv LATAM launched a digital thought leadership program to establish expertise in the regional data center industry, enhancing credibility and the ability to monetize innovative ideas.
The Vice President of Vertiv LATAM’s talent, experience, and knowledge were nurtured through a thought leadership strategy focused on generating content for LinkedIn and Twitter. This content aimed to address the most critical questions in the minds of various target audiences of Vertiv LATAM and communicate the leader’s vision and ideas.
Multimedia content from owned, earned, and shared media was shared to gain visibility and introduce the Vice President of Vertiv LATAM into audience conversations, opening opportunities to build authority by consistently contributing high-value information to industry discussions.
To gain visibility on web search engines and social media, we employed SEO optimization for all shared content, including search intent keywords from social media profiles, articles in the Pulse section, and hashtags.
Results
Social Selling Index (SSI)
Social Selling Index (SSI) +25 percentage points, from 44% to 70%. The SSI rate achieved for the profile of the Vice President of Vertiv LATAM on LinkedIn helped enhance their digital reputation and personal brand, gaining authority in their market and becoming a reference in their industry.
Awareness, Visibility, and Positioning
potentially reached by the Vice President of Vertiv LATAM, fostering connections, influence, and inspiration, building trust and credibility through their knowledge, experience, and vision in the industry.
Network growth
This increased awareness of the Vice President of Vertiv LATAM’s personal brand, connecting them with current and potential customers and business partners, enhancing trust in their leadership as industry authorities, and creating more sales opportunities.
Engagement
driven by content, both on Twitter and LinkedIn, generating conversations between the Vice President of Vertiv LATAM and their followers. During these conversations, opinions were shared, questions were answered, and content based on these discussions was shared. This is crucial for inspiring the audience to act and move them through the brand awareness funnel.
to Vertiv’s content and third-party content discussing Vertiv strengthened brand awareness and helped drive traffic to the website, promoting conversions to registrations or leads, raising visibility for business partner opportunities, generating potential customers, and producing sales leads.
Note: It’s important to mention that the detailed results in this public relations effort cover a duration of 6 months.
