Thomas Kolster — Social Media Strategy Jun–Dec '26

Jun–Dec '26· Positioning Not Posting· LinkedIn First· Impact Leaders FOMO· Authority + Conversion· Cannes Activation· Thomas Kolster × Goodvertising· Jun–Dec '26· Positioning Not Posting· LinkedIn First· Impact Leaders FOMO· Authority + Conversion· Cannes Activation· Thomas Kolster × Goodvertising·

Thomas Kolster × Goodvertising Agency

Social
Media
Strategy

Period

Jun – Dec '26

Primary Platform

Focus

Authority + Impact Leaders

Updated

May 27, 2026

01Why This, Why Now

A scattered
presence isn't
a presence.

Thomas currently has 6+ profiles across LinkedIn, Instagram, Facebook, TikTok, and YouTube. No platform is getting the consistent attention it needs to grow.

6+ scattered profiles→2 focused channels

Impulsive on-the-day posts→Batched content calendar

Promotion-first→Education-first, authority-led

Spending time maintaining→Time building & growing

Platform consolidation — Why we're doing this

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

02The Data Doesn't Lie

"The more it looks like an ad, the worse it performs. The more it looks like Thomas, the better."

Three LinkedIn posts audited. Promotional posts averaged 378–565 impressions with minimal profile visits. Thomas speaking directly to camera? Drove people straight to his profile.

LinkedIn performance audit results

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

✓ What Works

Thomas talking directly to camera

Educational carousels (saveable)

Bold opinion / thought pieces

Personal, authentic moments

✗ What Doesn't

Promotional / ad-style posts

Link-heavy posts

Generic reposts without POV

Copy-paste across platforms

03The Strategic Shift

📍

Not posting

Positioning

Every piece of content reinforces Thomas as the go-to voice on marketing + sustainability.

🏛️

Not just content

Authority

Build a reputation so strong that being booked or buying the programme feels obvious.

🎯

Not awareness

Conversion

LinkedIn drives Impact Leaders sign-ups, course sales, and speaking bookings — not just impressions.

Social media audit — where we are today

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

04Platform Strategy

Content Direction

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

Content Direction

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

05What The Feeds Should Look Like

thomas_kolster (warm, personal) vs dogoodvertising (bold, provocative)

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

thomas_kolster

Photography-led. Warm and personal. Daily diary feeling. Feed: 1 still + 1 video per week. Stories: 2–4 daily life moments, max 2 promo stories per week.

dogoodvertising

Odd, provocative, humouristic. Images that make you uncomfortable, make you laugh, or make you think twice. 2 posts per week.

06Visual Direction

"Visually, we don't look like everyone else in the industry." Goodvertising Agency

Odd. Provocative. Humouristic. Strange enough to stop the scroll — sharp enough to make a point. No corporate stock. No safe choices.

Odd Provocative Humouristic Scroll-Stopping

Visual moodboard — the direction we're going

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

074 Content Pillars

Content pillars & execution framework

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

Sustainable Marketing Insights

Educate, build authority, position Thomas as the thought leader. Industry trends, data, frameworks, and bold POVs that make people stop and think.

LinkedIn CarouselsData InsightsHow-To Posts

Impact Leaders Programme

Drive conversions and desirability. FOMO-first — "this is what you missed this week." Not "register now."

Mentor SpotlightsSession RecapsTestimonials

Community & Engagement

Build connection, spark conversation, humanise the brand. Hot takes, polls, day-in-the-life moments.

IG StoriesPollsBTS Moments

Case Studies & Social Proof

Inspire and prove impact. "Is this actually sustainable?" Campaign breakdowns, brand analysis, video reactions.

Campaign ReviewsVideo ReactionsBrand Analysis

Content direction — Redefining Impact: Marketing × Sustainability

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

08Weekly Content Flow

Weekly content system & style direction

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

Day	Format	What It Is	Thomas's Role
Monday	Carousel	Educational insight or provocative take — data-led, saveable	Approve copy + visuals
Wednesday	Video	Talking head — raw, real, 60–90 sec to phone. No script needed.	📱 Press record once a week
Friday	Thought / IL	Bold written opinion OR Impact Leaders weekly recap	Approve copy

09Impact Leaders — Content Strategy

FOMO

Build massive FOMO. Make people regret they didn't join.

Every week post: "this is what happened inside Impact Leaders." Not "register now." Show the value — conversions follow.

Weekly Session Content

Weekly recap post with session highlights

Key quote or insight from each session

Vertical clips from sessions (John, Alessandra, Dave)

Hook-first captions: "What CMOs rarely hear…"

Testimonial Strategy

Select by LinkedIn reach + big brand recognition

Guide the testimonials — don't leave it open-ended

Format: voice message or short video snippet

Offer visibility on Thomas's LinkedIn as incentive

Testimonial Prompts — Guide People to Say What We Need

"What's the one thing you learned that you wish you'd known 5 years ago?"

"What's the most surprising thing you learned in the programme?"

"What's the biggest challenge you addressed differently after joining?"

10Cannes Lions — Guerrilla Activation

Make people
talk at the
world's biggest
ad festival.

Thomas, Kasia, and cohort members go around Cannes stamping campaigns with Pass/Fail stickers. Real-time accountability theatre that generates content, conversation, and attention.

FAIL Stickers 🔴

All Talk. Zero Action. Awarded for Pretending Certified Empty Gesture The Algorithm Loved It. The Planet Didn't. Nice Poster. Where's the Proof? Looks Good. Does Nothing.

PASS Stickers ✅

Thomas Approves ✓ Real. Rare. Refreshing. Holds Up Under Scrutiny Vetted. Verified. Valid.

🎤

Street Interviews

"Biggest lie in marketing right now?" — Short clips for LinkedIn + IG Reels. Real reactions. Real industry people.

🃏

Flashcard Quiz

Famous campaigns — Purpose or Profit? 70%+ correct = Thomas Approves sticker. Fail = the raised eyebrow.

📱

Real-Time Content

Cannes is a content goldmine. Every sticker moment captured and posted in real-time across both channels.

11KPIs — How We Measure Success

LinkedIn Growth

+5–8%

Monthly. 22K → 30K within 6 months.

Instagram Growth

+6–10%

Monthly. 5.9K → 8K within 6 months.

Web Traffic

+20–30%

From social within 3–6 months.

IL Applications

10–30

Qualified per cohort. Core revenue KPI.

LinkedIn plan — Thomas Kolster vs Goodvertising Agency

Visual reference removed to improve Squarespace performance. Use this section for platform direction, content examples, branding inspiration, or campaign positioning.

12The Team

Anya

Content Creator

Reels, carousels & visuals

Posting & scheduling

Visual consistency

Content calendar (Google Sheet)

Emi

Strategy & Direction

Strategy & positioning

Analytics & performance

Monthly reviews with Thomas

Calendar & planning

Thomas

Voice + Expert

1× 60–90 sec video per week 📱

Share event photos promptly

30-min monthly input session

Same-day approval on posts

13Next Steps

Archive all inactive and duplicate profiles

Delete TikTok. One Facebook linked to IG. Focus on thomas_kolster + dogoodvertising only.

Wednesday meeting with Thomas

Emi presents May vs April stats. Anya walks through the content calendar. Full alignment on strategy.

Emi shares Thomas's 3-month calendar with Anya

Events, speaking slots, webinars, Cannes schedule — enabling proactive content planning.

Thomas records Week 1 + Week 2 videos

Confirm topics. Thomas presses record. Anya builds everything else around it.

Anya shares 8-week content calendar

Full June–July plan in Google Sheet — both Thomas Kolster and Goodvertising, all platforms.

Identify 5 Impact Leaders cohort members for testimonials

Select by LinkedIn reach + brand logo. Brief immediately. Get 1–2 live on website before July.

Cannes planning call — Thomas + Kasia

Confirm schedule. Plan the Pass/Fail sticker activation. Brief attending cohort members.

Team reconvene Monday June 2

Emi, Anya & Kasia — review Wednesday outcomes, confirm Week 1 is ready to go.

Social Media Strategy

Contact

Social
Media
Strategy