We’ll dive headfirst into the story: a recycling technology startup was about to go public, and Cognis was called in together with Top Interactive to build a pre-IPO social media presence. The aim was to create a narrative of a credible and profitable company with breakthrough technology and deliver it to potential investors in the target market.
Creating a solid online presence is more than just building your brand and creating market awareness. Your online presence can be leveraged to achieve concrete business goals, such as reaching and converting investors, and post-IPO – raising your stock price.
In this case, our social media work contributed to a successful IPO, to a robust post-IPO trade in the Company’s stock, and to the rise in stock price. How did we do it? We captured the attention of private and institutional investors, and when they came to our Company page – we showed them the Company is worthy of their investment.
When creating the Company’s online presence, from the get-go we implemented a strategy developed through years of experience: creating traction through posts displaying the Company’s business acumens by showcasing deployments, and by providing our take on events in our ecosystem. We also deployed the organic-first method of growing our followers. Both activities raise the Company’s rating (making it float, so to speak) and lay a solid foundation for future paid promotions.
When the client issued a press release on the commencement of public trading, Top Interactive promoted it to potential investors in the target market – both private and institutional – with razor-sharp precision. Investors became aware of the stock, went to the Company’s social media pages – which ticked all the right buttons – and bought the stock.
The results were astounding (even for us): in just 48 hours, the number of followers on LinkedIn jumped from 120 to 1120. The truly impressive feat however was the increase in stock prices – a whopping 50% during those 48 hours; which means people heard, came to take a look, and were convinced.
These results demonstrate how a social media strategy that utilizes market research and understanding of the ecosystem to build your reputation can be a powerful business tool. So next time you make a major decision about where you’re heading and how – your social media gal (or guy) should be in the know.