How to maximize the impact of your social strategy with data and intel

Social media leader Dylan Doyle reveals how he got buy-in from leadership and 10X EY’s social strategy.

Listen to the podcast:

Or subscribe on Spotify, Apple Podcasts, or YouTube

Episode summary

When you first join a company, you always want to make a profound impact. But as a brand-new social media marketer, how do you get buy-in across leadership to implement your big ideas?

As the first dedicated social media marketer at EY Canada, Dylan Doyle shares how he shifted the social function outside of the brand and to a go-to-market channel.

In this episode, Dylan explains how taking his initial social media audit from an external perspective and applying it to the internal context of EY was critical to his success. By leading his team with a data-oriented approach, constant line of communication, and real-time reporting with his executives, he got buy-in from leadership and 10X their social strategy.

He shares some of the lessons learned from B2C and how he’s applying them to EY. His team is breaking out of the confined perception of management consulting by focusing on business-to-human marketing, not sticking to what’s always been done and looking for new ways to innovate. Most of their success has been from keeping a streamlined, simple, human and authentic approach.

Dylan shares that getting closer to their brand partners has been an integral part of the success. He caps off the show, sharing some of the growth his team has seen since 2020 and what’s ahead for EY in 2023!

Hot Topics in this episode:

How to make management consulting engaging and authentic on social
Gaining social media buy-in from executives and leadership
The importance of using data to guide every social activity

Meet Dylan

Dylan leads the national social media team at EY Canada, one of the “Big Four” global management consulting firms. His team of four social media marketers develops demand generation and brand marketing programs to support EY’s sector, service line, employer brand, talent, and executive teams and drive increased differentiation, engagement, loyalty, and sales. Check out their recently rebranded Instagram channel here.

Outside of EY, Dylan runs his own social media marketing business, Due Diligence, as a consultant for Canadian mental health start-up, First Session, and runs the bookstagram account, @_dyliterate.

Watch the live recording:

Unleash your inner artist

Behind the Post is a podcast by Social Media Managers for Social Media Managers. Host Olivia Messina and her guests discuss the real challenges SMMs face while discussing the creative processes they need to create engaging content every day.

In each episode, SMMs discuss staying creative and interesting across various social channels. The conversations are built to work through fresh ideas and captivating ways to keep your audience engaged and your leads funneling in.

One thing’s for sure: you’ll leave every episode with the tools and inspiration you need to nail your next social campaign!

Love going behind the post?

Spread the news: every social media manager can master the art of social media! If you love going behind the post as much as we do, please subscribe wherever you find your podcasts. Olivia and her guests are on Apple Podcasts, Spotify, and YouTube. Don’t forget to rate and review the show, and in the meantime, ask Olivia and her guest a question to answer in the next episode!

Frequently Asked Questions

What strategies help B2B social media leaders gain executive buy-in for new initiatives?

To secure leadership buy-in for new social media initiatives, B2B social media leaders should adopt a data-oriented approach, maintain constant and transparent communication with executives, and provide real-time reporting on performance. Starting with an objective external social media audit and translating those insights into the internal context of the organization is also crucial for demonstrating potential impact and building a strong, evidence-based case for investment.

How can B2B organizations transform social media from a mere brand presence into a powerful go-to-market channel?

B2B organizations can elevate social media beyond just brand awareness by strategically shifting focus towards demand generation and developing targeted brand marketing programs that support specific sector, service line, and talent acquisition objectives. Adopting a business-to-human (B2H) marketing approach, emphasizing authentic, human, and engaging content, is key to driving increased differentiation, engagement, loyalty, and ultimately, contributing directly to sales.

What is the role of data in optimizing B2B social media strategy and achieving measurable results?

Data is fundamental for optimizing B2B social media strategy as it provides the insights to guide every social activity, enabling real-time performance tracking and reporting to executives. A data-oriented approach allows B2B marketers to demonstrate the tangible impact of their efforts, justify resource allocation, and continuously refine strategies to improve engagement, lead generation, and align social media outcomes directly with overall business objectives.

How can B2B professional services firms make their social media content more engaging and authentic?

To make B2B professional services content more engaging and authentic, firms should embrace a streamlined, simple, and human approach, breaking away from the confined perception of traditional management consulting. This involves applying lessons from B2C engagement strategies, focusing on business-to-human (B2H) marketing, and actively seeking innovative ways to present complex topics. Building closer relationships with internal brand partners also helps create more resonant and genuine content.

What are key strategies for scaling a B2B social media presence to achieve significant organizational growth?

Scaling a B2B social media presence for significant organizational growth involves strategically integrating social media efforts with core business objectives such as demand generation, employer branding, and supporting specific service lines. Key strategies include fostering strong relationships with internal brand partners, consistently innovating content and channel strategies, and leveraging a robust data-driven approach to continuously prove impact and secure ongoing leadership investment. This holistic approach ensures social media actively drives differentiation, engagement, loyalty, and contributes to overall business expansion.

How to 10X your social strategy through data, intel and white space