Two brands, one desk: social for Scout APM and TelemetryHub
Scout APM helps developers find slow code in Ruby, Python and PHP apps. TelemetryHub, from the same team, is a simple and affordable observability tool. I ran social for both: one calendar, two voices, daily engagement in DevOps circles and outreach to developers who followed their competitors.
- Content strategy
- Content calendar
- Competitor outreach
- Community engagement
brands run from one calendar
accounts contacted in 4 days of competitor outreach
community posts engaged every working day
client rating on Upwork
Two brands
Same team, different jobs
Scout APM
An established tool developers trust for slow queries, memory bloat and N+1 issues.
- Product features and "Why Scout" posts
- Engineering blog shares
- Free trial pushes
TelemetryHub
A newer, simpler observability tool built on OpenTelemetry, with 424 followers on X/Twitter.
- Industry education, like observability vs monitoring
- Webinar clips
- Terminology explainers
A real week
Week 3, side by side
From the content plan, late January 2023. Both brands posted on LinkedIn and X/Twitter.
The daily routine
Four boxes, every day
The calendar
One sheet, two brands, approved every week
Each row had a brand, a channel, a topic, a theme, a format and a feedback column the client used to approve posts or ask for changes.
Community
Show up in #Observability every day
Each day I searched LinkedIn and X/Twitter for posts that matched what the brands sold, then commented or liked. Every action was logged by date, channel and search.
About 10 a day, mostly comments. That kept both brands in the conversations where developers pick their tools.
What I searched
- #ObservabilityThe core topic for both brands
- #OpenTelemetryWhere TelemetryHub fit best
- #DevOpsEngineers talking about tools and logs
Competitor outreach
Talk to the people already shopping
For SPOTcon, Scout's developer conference, I found developers on X/Twitter who followed or talked about Sentry, Dynatrace, Datadog, New Relic and AppDynamics, then sent each one a personal invite. The sheet tracked who got a message and who followed Scout APM. Accounts contacted per competitor, Feb 14 to 18, 2023:
Results
Steadier feeds and more followers
Both brands posted on a steady weekly rhythm, and their follower bases and engagement grew. Webinar clips and visual explainers drew the most interaction, because they gave developers something useful before asking them to try a product.
Developers follow brands that teach them something first.
What I delivered
- Weekly content plan for two brands
- Canva banners and webinar clips
- SPOTcon promotion and outreach
- Competitor outreach tracker
- Daily community engagement
- DevOps hashtag research
Thank you, Agboola.
