KPMG:Talking Tech with
The UK has become a centre for global innovation and technology development. Global professional services firm KPMG’s High Growth Technology Group (HGT Group) asked The Crocodile to help raise awareness amongst relevant companies, establish a thought-leadership position and drive inbound opportunities.
We needed to ensure HGT Group became the go-to Professional Services provider for the tech sector, particularly around the hub of London’s ‘Silicon Roundabout’, being seen as:
- A knowledgeable team that actively engages the tech sector, adds value and is backed by global reach and expertise
- Innovative thinkers with a similarly innovative approach
- Approachable professionals who talk to tech start-up entrepreneurs on their own terms (not as suits!)
Know Your Audience
Defining personas was central to the strategy and execution. The tech-savvy, ‘always on’ audience had a strong entrepreneurial leaning and desire to contribute to the conversation. Their interaction preference was to access timely and relevant information, fast, online via:
- A dynamic mobile-optimised microsite
- An engaging social media profile
- An on-going programme of content
- Live event delivery and support
A dynamic mobile-optimised website was designed to house a variety of thought-leadership content, including social feeds via Twitter/Instagram APIs. Key site assets include a Start-up Guide demonstrating KPMG’s expertise, articles authored by team members, and an upcoming events listing. We also conducted a thorough site optimisation, using identified key phrases, to drive traffic from organic search.
Due to its prominence as a communications channel within the tech industry, social was fundamental to the strategy. Twitter was identified as the main social channel, supported by Instagram. The Crocodile created and manage the @KPMGTechGrowth Twitter profile – intentionally distinct from the KPMG UK profile – to build a community of digital entrepreneurs through two-way peer-level dialogue. This channel is strongly supported by content syndication.
In addition to the key assets, an on-going content creation programme ensured new material was posted regularly – keeping it fresh, encouraging repeat visits, giving us material to drive social activity and providing breadth, depth and credibility to the HGT Group proposition.
Live event delivery and support helped to drive awareness and engagement with the audience. We branded one key event #MeetTheNewKid to help maximise knowledge-sharing and networking.