Case Study about Cisco WebEx on LinkedIn: Becoming leaders in global online collaboration Visit marketing.linkedin.com for more success stories.

1. Marketing Solutions
LinkedIn European
Business Awards
New Awards programme places
LinkedIn and Cisco WebEx as
leaders 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 Results
Cisco WebEx was looking to: The awards site (linkedinbusinessawards.com)
attracted 134,000 unique visitors; 500+ entries and
Reinforce the business benefits of sharing ideas and 11,500+ votes
collaborating online with SMB’s, start-ups and
entrepreneurs The interactive LinkedIn polls generated over 500
conversations from targeted professionals
Drive awareness of Cisco WebEx amongst hard-to-reach
professionals 50% of traffic to the awards site was achieved via
viral growth, the Twitter account achieved 900
Differentiate Cisco WebEx online conferencing solutions
followers
from rival non-paid for online conferencing products
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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2. Strategy
LinkedIn, in association with Cisco WebEx, launched The Display advertising ran across the LinkedIn platform with
LinkedIn European Business Awards, a pan-European tailored messaging for each stage of the initiative, driving
program to celebrate the achievements of business 40% of entries to the LinkedIn European Business Awards
people in 2009. website sponsored exclusively by Cisco WebEx.
The four categories: The site utilised LinkedIn APIs to verify users’ account
(open to LinkedIn members exclusively) information and increased virality by automatically
updating entrants’ LinkedIn Status and linked Twitter
accounts. promoting their nomination to everyone within
Leader of the Year their network.
Business Innovation The campaign also utilised LinkedIn Polls and LinkedIn
InMails to target users with topical debate and encourage
nominations.
Start Up
A LinkedIn Group provided an interactive community for
Rising Star 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.
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©2010 LinkedIn Corporation. All other brands are trademarks of their respective owners. All rights reserved.