2011 Social Marketing Awards: LinkedIn

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Winner: Accenture

Program: Accenture Management Consulting Careers group- LinkedIn recruitment program
Why we chose it: Accenture Management Consulting is an outstanding example of how to use relationship marketing in social networks. Its careers group on LinkedIn has more than 5,000 members, but what impressed us most are the subgroups, each of which is managed by a different Accenture consultant. These groups are organized by specialty and geography, and the managers respond quickly and completely to member questions. The LinkedIn campaign has resulted in a few new hires already, and those numbers are likely to grow significantly as word-of-mouth spreads. Accenture has laid the foundation for a new and much more effective approach to recruitment.

Runner-up: Global Crossing

Program: Leveraging Global Crossing experts, community and sales teams on LinkedIn
Why we chose it: Global Crossing elected to build a community around its brand: the Global Crossing Alumni Community. The principal goal was to extend brand awareness to a network of professionals by connecting and sharing blog posts, news releases and expertise. Over an eight-month period, page views on the community more than tripled, the number of visitors doubled and followers of the company page grew by 60%. More important, several sales leads came in from the campaign, and Global Crossing is well ahead of its competitors on LinkedIn in both visits and growth. Global Crossing understands that success in b-to-b marketing is not about big numbers but about a quality audience.

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