Senior Executives as Social Ambassadors

Organic outreach with thought leadership involving senior execs expertise

REQUIREMENT: Samantha worked with the City of London Green Investment Management company, EdenTree, to promote their niche industry-leading position by leveraging the expertise and networks of their Senior Executives through LinkedIn.

As part of EdenTree’s rebranding, their social presence needed to reflect a modern voice alongside their long heritage of delivering ‘profits with principles’. They were keen to show the depth of their employees’ experience – they have one of the first ethical equity funds available in the UK and it is still under the same stewardship since it’s inception.

The thought leadership social strategy for EdenTree IM involved:

Senior Execs

  • Training the key senior execs on how to use their personal LinkedIn profiles to share their ‘Insight’ content, company announcements and PR quote placements.
  • Explain how to leverage the platform algorithms by engaging effectively with their peers and content creation at their event, focusing on LinkedIn to drive reach and generate conversation. 

 Marketing Director

  • Working with the marketing director on leveraging their senior exec expertise in social content creation using internal material, working with PR placement timings, creating articles to share through the company page. 
  • Maximising event reach by engaging with attendees through social.
  • Training the marketing director and PR team to become the social media managers for the company content, including tool recommendations for creative content and support on social media management.
  • Taking the website rebrand and designing easy-to-use templates for use as social media assets.
RESULTS: over 12 months

They’ve become confident social media users able to generate industry conversation. Their activity on social media includes:

  • Commenting on other influencers’ posts generating algorithmic resonance triggers amongst their community.
  • Creating a post or article with a visual asset within hours of government announcements training algorithmic recency triggers. 
  • Creating in-depth commentary on industry changes for cross-digital marketing, from social media, to newsletters and website content. 
  • Showing thought leadership position sharing links to comments in global and local conversations in ethical and sustainable investing strategically using social media aligned with PR exposure.
Multiple senior execs leveraged their personal profiles with two gaining 1,500 influential followers from their industry on LinkedIn and one becoming a LinkedIn Influencer . This effort was amplified and aligned with PR’s print and a rebranding across all communications and website, all leveraged through the company’s social page.
I worked with Samantha at EdenTree Investment Management and she was fantastic. Extremely proactive on opportunities and very patient when dealing with our internal stakeholders. Would highly recommend!
Kerry Blackbeard
Marketing Associate - Corporate and Investment Banking at Investec

Samantha Silye

Global Social Media Manager and Creative Strategist. Co-Founder at ZHS Orchards. Aussie born, citizen of Europe.