A custom site was built using LinkedIn API integration to host the Awards. Containing details of the awards, judges’ videos, the online entry process and free WebEx trials, the site was simple, easy-to-navigate, and accessible to all European LinkedIn members.The Awards were promoted via several channels:• Banners across LinkedIn, with tailored messaging for each stage of the initiative• Inmails targeting SMEs and business entrepreneurs• A featured LinkedIn group for discussions, Q&As, polls, news features and tips for improving entries. Smart Ad units pulled content from the group, the site and the Twitter account to constantly update users • A Twitter account was used to give real time updates• A YouTube account was set up to host the judges’ interview series.• Posts were added to Business Forums across Europe• Business/social bloggers were given exclusive information to encourage them to cover the Awards.

The Awards attracted 130,000 unique users to the site, averaging three minutes dwell time per visit.There were 505 awards entries and 14,500 supports in the first stage. The finalists received 11,500 votes. The LinkedIn Group reached over 900 members, providing insight and building engagement, and the Twitter account was followed by over 900 people.The polls generated over 500 conversations discussing the benefits of information sharing.50% of traffic to the site was achieved via viral growth via blogs and retweets.The live event attracted 1,090 registered attendees and the campaign created 325 new leads for WebEx.