Orange has launched a bespoke community on LinkedIn, aimed at chief technology officers (CTOs) and key technology decision makers, with the aim of supporting industry debate and positioning the brand as a thought leader in mobile technology.
Designed and implemented by MEC, the site will include information about new Orange products and services as well as featuring video content, polls and recommendations with the aim of engaging users.
Caroline Welsh, head of communications B2B at Orange, said: “The corporate market is a key audience for us. We needed to implement a strategy that would engage with this community as they form a core part of our business. We have a fantastic team of in-house thought leaders who have been able to use their own knowledge and expertise to build content that is both engaging and informative in an environment where these customers already are, and I fully believe that this will make the page a huge success.”
Shane O‘Byrne, social media director at MEC, said: “Instead of purely stating Orange‘s credibility to this audience, we wanted to create a platform that they could use to actually engage with these companies. LinkedIn was the obvious choice because of the high number of senior business people that use it on a daily basis. It’s the perfect B2B tool to engage with Orange’s target audience of CTOs, and gives us the optimal opportunity to position the company as a key thought leader in the industry. We are excited to be working with such an iconic brand and look forward to implementing our expertisies in delivering results.”