As b-to-b marketers strive to deliver more content and engage more directly with users on social media networks, mobile devices and other platforms, they are cultivating and training in-house subject matter experts to drive influence in the marketplace.
Hewlett-Packard Co. implemented a “social media makeover” program last year with several such experts, including technical and product development people.
For example, it updated Facebook and Twitter profiles, took professional photos and conducted social media training for some of its top thought leaders.
“We are getting our "stars' to engage with influencers and drive digital influence,” said Alex Flagg, manager of social media and digital content enablement at HP Business Enterprise.
One of its stars—Christian Verstraete, chief technologist for HP cloud solutions—had an 84% increase in average views per blog post, a 278% increase in retweets and 300% increase in social media mentions after a social media makeover last year.
Cisco, HDS and IBM are also leveraging subject matter experts in their content marketing programs.