IBM had set up two LinkedIn groups targeting a
midmarket audience. These were managed by
another agency and IBM were not happy with the
service they received. No reporting was provided,
articles written for the groups were not relevant and
were only written by one journalist, and avatars, rather
than real people were used as group managers.
As a result, discussions, interactions and membership within the groups were dwindling.
WorksMC was challenged to reverse this trend, as
well as to generate leads and reinforce IBM as a
thought leader in areas such as cloud, big data,
security and analytics.
WorksMC developed a strategy for the LinkedIn groups which was split into:
Listening – we hold monthly work groups with
internal IBM stakeholders, monitor conversations on
the web and conduct monthly check-ins with group
Recruiting – we email existing databases
encouraging them to join the groups, create LinkedIn
ads promoting groups to target markets and link to
groups included on other comms.
Management and content generation – we
commission journalists and copywriters to post
articles specifically for each group on a weekly
basis, encourage members to post their own
articles, whitepapers and case studies, as well as
starting and responding to posts and taking part in
Reporting – stats provided by LinkedIn are limited,
so we also manually track group activity including
key influencers, most active, most popular articles,
key commentators and number of members within
In addition, group descriptions were rewritten,
objectives agreed and specialised moderators, well
known within the IT industry, were assigned to the
A database of group members was manually built
and a recruitment plan put in place comprising of
personal emails, promotion within relevant LinkedIn
groups, tweets by key influencers, mention of LinkedIn
groups at events and some supporting telemarketing.