LinkedIn has unveiled its new ad program, and it will involve sponsored groups. The social network has teamed up with Qwest Communications, Hewlett-Packard and Intel for a system that combines networking, editorial content and customer relationship management.
“Qwest has launched a LinkedIn group for small- and medium-size business owners to discuss IT issues. It s hard to drive people to your site, and we wanted to be upfront about our involvement,” said Cindy Humphrey, VP of business marketing for Qwest’s Business Markets Group. “Most small business people find information on different topics via peers from word of mouth. Those are difficult discussions to get into.”
Steve Patrizi, VP of marketing solutions for LinkedIn, said that sponsored groups are good for long-term sponsorships rather than temporary sales campaigns. “The trick is to establish a community that’s not all about [the sponsor],” he said.
Source: Ad Week {link no longer active}
