Skip to content

Social Media Execution Plan

Version: v1.0 Audience: Founder (Jéan Roux) — designed for a time-constrained executive posting personally Companion to: Go-to-Market Marketing Plan

1. Platform Strategy

LinkedIn — Primary

  • Founder profile: The primary publishing surface. All thought leadership, POV, and engagement originates here. Jéan posts personally — no ghostwriter, no agency scheduling. The content reflects his actual thinking.
  • Company page: Secondary surface. Re-shares founder content. Hosts company updates, hiring announcements, partner news. Lower priority for engagement but necessary for brand presence.
  • Tone: Executive-level. Analytical but practical. No motivational fluff. No "10 tips for..." listicles. Measured, grounded, direct.

YouTube — Secondary

  • Purpose: Long-form educational content that LinkedIn can't carry. Demonstrates depth of thinking. Provides repurposable source material for LinkedIn clips.
  • Format: 8-15 minute explainers. Screen-share walkthroughs. Interview-style case discussions.
  • Production standard: Good audio, clear screen, no slick production. Authenticity over polish.

2. LinkedIn Content Mix

3 posts per week, structured rotation:

Day Type Purpose
Tuesday POV / Thought Leadership Establish credibility. Original perspective.
Thursday Diagnostic Insight Demonstrate method. Teach something useful.
Saturday Engagement / Conversation Starter Prompt discussion. Build community.

Weekly commitment: ~2-3 hours (writing 3 posts + engaging in comments).

Post Type Specifications

POV Post (Tuesday)

  • 800-1,200 characters
  • Opens with a strong observation or counter-narrative
  • No direct pitch — establishes the founder's lens
  • Ends with a question or invitation to engage
  • Examples: "Why I stopped believing in digital transformation roadmaps", "The meeting where everyone nodded and nothing changed"

Diagnostic Insight Post (Thursday)

  • 600-1,000 characters
  • Reveals something a diagnostic surfaces that most leaders miss
  • May reference a specific 7P phase or Pulse! capability
  • Light pitch acceptable — "this is what our diagnostics find"
  • Examples: "What a 3-day diagnostic revealed that a 6-month consulting engagement didn't", "The question most COOs don't ask their operations team"

Engagement Post (Saturday)

  • 300-600 characters
  • Low-friction. Polls, hot takes, questions.
  • Designed for comments, not impressions
  • Examples: "What's the one operational metric your board actually cares about?", poll on biggest scaling pain point

3. LinkedIn Post Templates

The founder adapts these — they are starting points, not scripts.

Template A: The Counter-Narrative (POV)

[Observation that contradicts conventional wisdom]

Most [role/industry] believe [common assumption].
Here's what I've seen after [X] years: [counter-point].

[1-2 sentences of supporting evidence or example]

The problem isn't [surface issue]. It's [deeper structural issue].

[Question that invites response]

Template B: The Diagnostic Reveal (Insight)

In our diagnostics, one pattern keeps surfacing:

[Specific finding — be concrete]

It shows up as [symptom A] and [symptom B]. But the root is almost always [underlying cause].

We fix it by [brief method mention — 1 sentence].

[One sentence takeaway for the reader]

The companies that catch this early [benefit]. The ones that don't [consequence].

Template C: The Before/After (Insight/Proof)

Before we worked with a [type of company], [symptom of the problem].

[1-2 sentences on what the diagnostic surfaced]

After [specific intervention]: [quantified or observed outcome].

[One sentence on why this matters for similar companies]

(Note: client details generalised for confidentiality.)

Template D: The Question (Engagement)

Question for [role/industry] leaders:

[Single provocative question — not rhetorical, genuinely open-ended]

I'm asking because [brief context — 1 sentence on why you're curious].

[Optional: share your own answer in 1 sentence]

Template E: The Framework Preview (Insight)

One of the lenses we use in diagnostics: [framework name, e.g., "the 7P method"].

It works because [1 sentence on why].

Here's the simplest way to think about it: [1-2 sentence distillation].

I'll break down each phase in future posts. Start with this: [single takeaway].

4. YouTube Content Types

Type 1: 7P Phase Explainers

  • 10-15 minutes per phase
  • Structure: What this phase is → What goes wrong here → What a diagnostic finds → One real example (generalised)
  • Screen share: Pulse! screenshots, diagnostic outputs, framework visuals
  • Series of 7 videos — one per phase. Record in a batch if possible.

Type 2: Diagnostic Walkthrough

  • 8-12 minutes
  • Walk through a sample Company Fast Diagnostic: the questionnaire, the AI analysis pass, the consultant review, the final report
  • Show what the client receives and when
  • Purpose: De-mystify the product. Make it concrete.

Type 3: Client Case Study Interview

  • 15-20 minutes
  • Interview format with a willing client/partner
  • Structure: The situation before → What the diagnostic found → What changed → Quantified outcomes where possible
  • Production: Start with 1-2 pilot clients. These are high-effort, high-return.

Type 4: Short-Form Clips (for LinkedIn repurposing)

  • 60-90 second extracts from longer videos
  • Single insight. One takeaway. No context needed.
  • Posted natively to LinkedIn (not YouTube links)

5. 30-Day Launch Calendar

Day Day of Week Platform Post Topic
1 Tue LinkedIn POV: "Why I built a diagnostics company instead of another consultancy"
3 Thu LinkedIn Insight: "The 3 questions every COO should ask about their operating model"
5 Sat LinkedIn Engagement: Poll — "What's your biggest operational pain point right now?"
8 Tue LinkedIn POV: "AI won't fix your operations. Here's what will."
10 Thu LinkedIn Insight: "What a 3-day diagnostic surfaces that 3 months of meetings won't"
12 Sat LinkedIn Engagement: "Name one thing in your operations that 'everyone knows is broken' but nobody fixes."
15 Tue LinkedIn POV: "The real reason scaling companies hit a ceiling"
17 Thu LinkedIn Insight: "The 7P framework — Phase 1 (Position): why clarity of purpose matters before process"
17 Thu YouTube Video 1: "The GoThrive 7P Method — Overview" (10 min)
19 Sat LinkedIn Engagement: Question — "When was the last time you mapped your actual (not documented) workflows?"
22 Tue LinkedIn POV: "What large consulting firms won't tell you about their diagnostic IP"
24 Thu LinkedIn Insight: Template B — a real diagnostic finding (generalised)
24 Thu YouTube Video 2: "7P Phase 1 — Position: Aligning strategy to operating reality" (12 min)
26 Sat LinkedIn Engagement: "Share one operational metric you track that your board ignores."
29 Tue LinkedIn POV: "The subscription consulting model — why we built Pulse! as a platform"
30 Thu LinkedIn Insight: "How we run a Company Fast Diagnostic end-to-end"

Total: 13 LinkedIn posts, 2 YouTube videos in 30 days.

6. Hashtag Strategy

Use 3-5 hashtags per LinkedIn post. Rotate from these groups:

Primary (always include 1-2): - #OperatingModel - #BusinessTransformation - #OperationalExcellence

Secondary (context-dependent, pick 1-2): - #AIReadiness (when AI-relevant) - #ScaleUp (growth/scale content) - #Leadership (POV posts) - #DigitalTransformation (industry term — use sparingly) - #COO (role-targeted)

GoThrive-specific (include 1 per post): - #GoThriveDigital - #GoThrivePulse

Avoid: Generic hashtags (#business, #success, #innovation). They attract noise, not ICP.

7. Engagement Playbook

The algorithm rewards conversation starters. The ICP rewards genuine interaction.

Daily Habit (15-20 minutes)

  1. Respond to every comment on your posts within 24 hours. Ask a follow-up question.
  2. Comment on 3-5 posts from ICP accounts (CEOs, COOs in target sectors). Add value, don't pitch.
  3. Check InMail and connection requests — accept relevant profiles. Send a brief, non-sales welcome note.

Connection Requests

Send 5-10 targeted connection requests per week to inner-ring ICP profiles. Personalised note:

"Hi [Name] — I follow your work in [sector/topic]. I'm building a diagnostics practice that helps companies align their operating models for scale. Would value connecting."

No pitch in the connection request. The profile and content do the selling.

Inbound Conversations

When someone comments or DMs with genuine interest: 1. Acknowledge within hours 2. Ask one diagnostic question: "What's the one operational issue that keeps surfacing in your leadership meetings?" 3. Offer a 15-minute call — not a sales call, a diagnostic conversation 4. Follow up with one relevant piece of content, not a deck

8. Metrics

Weekly Tracking (LinkedIn)

Metric Target (Month 1) Target (Month 3) Target (Month 6)
Post impressions/week 2,000+ 5,000+ 10,000+
Engagement rate (avg) 3%+ 4%+ 5%+
Follower growth/week +20 +50 +100
Inbound conversation starts 3+ 8+ 15+
Connection requests sent 5-10 5-10 5-10

Monthly Tracking (YouTube)

Metric Target (Month 1) Target (Month 3) Target (Month 6)
Subscribers 20 100 300
Avg view duration 40%+ 50%+ 50%+
Videos published 2 2 2

Conversion Metrics

  • Diagnostic requests attributed to LinkedIn/YouTube
  • Calls booked from inbound conversations
  • Pilot engagements started
  • Revenue from marketing-sourced opportunities

Citations