Transforming experience, ideas, and knowledge into thought leadership
Industry: IT
Followers
Total interactions
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Background
Vertiv strengthens its leadership in Latin America
As demand for digital infrastructure solutions continues to rise in Latin America, Vertiv needed to reinforce its positioning in the region as a key player in the design, manufacturing, and maintenance of critical infrastructure for data centers, telecommunications networks, and industrial applications. To drive its business forward, the company appointed its Vice President for Latin America —an executive with 20 years of experience at Vertiv and extensive expertise in technology and business management, capable of influencing the industry and unlocking new business opportunities.
Challenge
Building Authority: The Key to Succeeding in the Market
To transform its executive’s knowledge and expertise into a strategic asset, strengthen his market authority, and translate his innovative ideas into business opportunities, Vertiv needed to solidify his leadership in the region. The key challenge was to establish its Vice President as an influential thought leader in critical infrastructure, technology, and data center industry trends —ensuring that his vision and insights drove audience engagement and conversion into potential customers.
Strategy
Social media as the engine of thought leadership
For this mission, Vertiv partnered with InfoSol as a strategic ally to design and implement a thought leadership strategy on social media. The approach focused on creating high-value content for LinkedIn and Twitter (X), leveraging the Vice President’s talent, knowledge, and experience to monetize his forward-thinking insights.
The strategy was built on three key pillars. First, the creation of specialized content through the design and publication of materials that addressed the most pressing questions and concerns of Vertiv’s audience in Latin America. This included LinkedIn Pulse articles, trend analysis posts, success stories, and key data about the data center industry.
The second pillar focused on maximizing visibility and engagement by distributing multimedia content, including Vertiv’s owned media, earned media coverage, and shared content from other industry leaders.
Additionally, the Vice President’s social media profiles were optimized with strategic keywords and trending hashtags to ensure greater visibility in search engines and digital conversations.
Finally, authority building and industry conversation participation were reinforced by encouraging the executive’s active engagement in key industry discussions —commenting, sharing real-time insights, and fostering discussions on relevant topics.
Results
Monetizing ideas: The tangible impact of a strategy
The thought leadership campaign delivered significant results, helping to establish Vertiv’s executive as an industry thought leader while strengthening brand visibility. It demonstrated how forward-thinking insights can be monetized through a well-executed strategy.
Social Selling Index (SSI)
percentage points, from 44% to 70%
The increase in the Social Selling Index (SSI) for the Vice President’s LinkedIn profile was achieved through a strategy focused on developing his personal brand, positioning him as a thought leader in his industry; strengthening professional relationships by delivering value; sharing relevant content with the community; and building high-quality connections.
Network growth
(increasing by 214 new connections on LinkedIn).
growth in Twitter followers (+700 new connections).
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.
Awareness, Visibility, and Positioning
followers
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.
Engagement
total interactions
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.
Accesses
to Vertiv content and third-party content mentioning Vertiv enhanced brand awareness and helped drive traffic to the website. This increase in engagement promoted conversions into registrations and potential customers, boosted visibility for partner opportunities, and generated leads and sales prospects.
Through this thought leadership strategy, Vertiv strengthened the digital presence of its Vice President for LATAM, laying a solid foundation to reinforce the brand in the region and turn that visibility into valuable business opportunities.
Note: It’s important to mention that the detailed results in this public relations effort cover a duration of 6 months.