Alongside the media campaign, Leader oversaw a total transformation of SustainabilityLive’s Group on LinkedIn.

An initial audit identified the Group’s lack of visibility in searches, low membership levels (which put off others from joining), the proliferation of spam and the lack of any valuable content.

We ran a campaign which drove a massive increase in membership and engagement through a series of initiatives designed to encourage greater interaction before, during and after the show.

Recommendations included: changing the Group status to Open to allow the content to be indexed by search engines and shared; rewording the Group invitation to highlight the benefits of membership; installing a LI social share button across a range of channels; seeding content, drip-feeding news and latest legislation (e.g. the latest government subsidies) and innovations to be launched at the show.

We approached c.20 speakers to ask for contributions, and supported a number of them in posting up their previews.  These gathered momentum and indeed postings became entirely self-seeded before the show began.

The show was listed on LinkedIn Events and discussions/information on LinkedIn were shared where appropriate on Twitter #suslive

As a result of this activity, the LinkedIn Group grew 83% in nine months, from 308 members to 562 members with an active discussion forum. Members represented almost 10% of event attendees