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How Appian developed and delivered a successful business-to-business social media strategy
Journal of Digital & Social Media Marketing,
11
(1),
30-42
(2023)
Abstract
To develop a social media strategy that delivers results, organisations must consider how they will interact and engage with their target audience. This requires building a solid infrastructure through strategic organic social media management and a systematic advocacy programme for brand awareness and content engagement purposes. It is also important to incorporate paid social media in the mix to expand reach, build brand awareness and improve social selling and lead generation. This article explains how Appian, a cloud computing and enterprise software company, increased social media operational efficiency by more than 40 per cent and reduced costs in less than two months, while improving performance across key measurements.
Keywords: B2B social media strategy; content marketing; B2B influencer marketing; corporate communications; employee advocacy; marketing communications
The full article is available to subscribers to the journal.
Author's Biography
Ehsan Khodarahmi is the EMEA Social Media Manager at Appian, where he leads, grows and strengthens regional digital channels by engaging with customers, partners and employees through the power of branded business-to-business (B2B) content and strategic community management. He has more than 14 years of experience in B2B content and marketing communications, having worked with such brands as Sky, Samsung, Cision and NTT. He has written two books on content and social media marketing best practices: ‘Character, 100% Character, and Content’ and ‘Social Media Marketing Playbook: Digital Brand Communications Strategy for SMEs’. He has also written research papers on global public relations planning, crisis management, media relations and strategic public relations. In addition, Ehsan developed a digital marketing communications course for a leading British college to enable entrepreneurs and marketers to deliver transformational plans in the B2B space.
