We proposed a format for developing Tatyana's profile without active lead generation, as Tatyana is a high-level executive, and active sales aren't her direct responsibility. However, it was vital for her to build visibility in IT, network with potential clients, and develop a personal brand as a technology and data visionary. This would help her promote NetApp as a market leader and attract potential clients.
What we did:
- We defined goals and objectives of personal social media profile development
- We divided the target audience into mid-sized and large data-intensive companies, system integrators, government organizations, and business media
- We analyzed current activity on their personal social media profiles
- We completed the three stages of preparation for Social Selling: positioning, content plan, and target audience growth
- And we initiated consulting support for Tatiana
Tatiana's key message is "I am a visionary, who shares cutting-edge IT trends. I am an open-minded, pleasant and positive person".Tatiana originally had 800 connections on social media; she now has 5,000. About 4,200 are target audience representatives: top managers and IT directors of medium and large companies, editors-in-chief from industry media resources and journalists.