How LinkedIn Built Trust and Advocacy with Always-On Influence

75
strong influencer
community created

Business Challenge

Brand trust, advocacy and customer experience are some of the most important goals for B2B brands today. But those goals are not achieved overnight or through brand efforts alone.

LinkedIn realized that in order to continue being the most relevant destination for business professionals online, building confidence and credibility amongst their community was essential. One way to do that was by partnering with industry influencers.

Program Strategy

LinkedIn partnered with TopRank Marketing to develop a community of influential sales and marketing leaders who could help strengthen the brand’s connection to its key audiences. Combining LinkedIn’s built-in authority and prestige with TopRank’s B2B influencer marketing expertise, an always-on program was set into motion that began in earnest with a strategic approach to building relationships with the influencers with the intention of elevating them towards activation and advocacy in the future.

Laying this groundwork helped create comfort and investment within a carefully selected mix of well-known industry experts and up-and-comers. Nurturing efforts included a series of digital and in-person experiences to reinforce and solidify mutually valuable relationships.

Key Program Elements

  • – Influencer Interviews
  • – In-Person Event to Co-Create Content
  • – Conference Mixers
  • – Ongoing Social Nurturing
  • – eBook Contributions

Creative

As a result of evolving from nurturing to co-creation initiatives, LinkedIn’s influencer community became actively engaged with the brand, many of whom became true brand advocates because of the powerful bonds created through a progressive relationship-building process. This ongoing relationship-driven approach generated impressive community engagement and results.
2,000
brand mentions by influencers and their networks
84M
in potential reach from brand mentions by influencers
200-450%
above benchmark engagement on one social influencer activation

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