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BizReport : Social Marketing : January 30, 2012

How Cisco leveraged social mail to push campaign ROI

Facebook has had ads on-site for a few years; Twitter has tested 'sponsored tweets' to some success. But LinkedIn's Partner Messages option helped Cisco hit a home run in their latest campaign - by delivering messages to LinkedIn users' social mailboxes.

by Kristina Knight

The LinkedIn Partner Message platform uses a 300X600 space for large-scale delivery of targeted ads.

Cisco used the messaging platform to deliver a large-scale video ad - a first of its kind social network campaign. When CxO LinkedIn members logged in to their account they saw a link to an ad in the area above the 'People You May Know' box; upon clicking through to their LinkedIn inbox they received a personalized message from Cisco and the video. Messages could then be shared with the users' social networks.

According to the company they engaged more than 100,000 InMail users with the campaign; the messages told consumers how Cisco products could help them.

Although LinkedIn is significantly smaller than either Facebook or Twitter, the network has more thing going for it: professional credibility. While Facebook or Twitter users may have hundreds or even thousands of friends, these same consumers likely have smaller LinkedIn networks because the social platform is thought of as a place to network with other professionals or co-workers. Another reason the Cisco campaign garnered such attention. What professional hasn't had a technical glitch at one point during their day? Targeting tech messages to users of the social network makes sense.

Tags: email marketing trends, LinkedIn, social email, social marketing

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