LinkedIn European Business AwardsNew Awards programme placesLinkedIn and Cisco WebEx asleaders of global online collaboration
Background
Cisco WebEx is the market leader in online collaboration tools aimed at bringing people together to share ideas, documents and discussion without the cost and hassle of travel.
Objectives
Cisco WebEx was looking to:
Reinforce the business benefits of sharing ideas and collaborating online with SMB’s, start-ups and entrepreneurs
Drive awareness of Cisco WebEx amongst hard-to-reach professionals
Differentiate Cisco WebEx online conferencing solutions from rival non-paid for online conferencing products
Marketing Solutions
Results
The awards site (linkedinbusinessawards.com) attracted 134,000 unique visitors; 500+ entries and 11,500+ votes
The interactive LinkedIn polls generated over 500 conversations from targeted professionals
50% of traffic to the awards site was achieved via viral growth, the Twitter account achieved 900 followers
Over 900 members joined the LinkedIn group, sharing insight and building engagement
The results were announced at a live event which attracted 1,090 registered attendees
125 articles were generated in press and online news across Europe
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Display advertising ran across the LinkedIn platform with tailored messaging for each stage of the initiative, driving 40% of entries to the LinkedIn European Business Awards website sponsored exclusively by Cisco WebEx.
The site utilised LinkedIn APIs to verify users’ account information and increased virality by automatically updating entrants’ LinkedIn Status and linked Twitter accounts. promoting their nomination to everyone within their network.
The campaign also utilised LinkedIn Polls and LinkedIn InMails to target users with topical debate and encourage nominations.
A LinkedIn Group provided an interactive community for nominees and supporters and maintained momentum around the awards. The group also received exclusive entry advice from an elite judging panel that included LinkedIn founder Reid Hoffman.
Strategy
LinkedIn, in association with Cisco WebEx, launched The LinkedIn European Business Awards, a pan-European program to celebrate the achievements of business people in 2009.
The four categories:(open to LinkedIn members exclusively)
Leader of the Year
Business Innovation
Start Up
Rising Star
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