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EE launches Future Thinking content hub powered by LinkedIn

Monday February 3, 2014 at 1:53pm
UK mobile and digital communications company EE has launched an interactive microsite called Future Thinking in collaboration with LinkedIn. The unique partnership with the professional networking site is the first of its kind in the UK. Targeting business users and entrepreneurs, the Future Thinking site enables LinkedIn members to log in with their LinkedIn credentials to receive personalised and relevant editorial content offering advice, inspiration and technical support. The site will feature a variety of articles and video content including case studies, expert comment and blog posts from EE’s own panel of experts and independent external thought leaders. EE has also teamed up with media outlets including The Economist and The Telegraph to offer an even wider range of relevant articles and information to accompany its own produced content. All of these agreements have been put together by EE’s lead media planning and buying agency MEC. EE chief executive officer, Olaf Swantee, himself an official LinkedIn ‘Influencer’ with nearly 80,000 followers, will also post commentary inviting users to engage in the ‘Future Thinking group’ and have conversations with other users. The functionality of Future Thinking has been purpose-built, allowing users to interact with the site by leaving comments, ‘liking’ and sharing which then appears in their newsfeed for their connections to see. EE director of brand, Spencer McHugh, says: “When developing the Future Thinking hub, we felt it was crucial for this audience that we tailor the content and experience to each user. Thanks to the LinkedIn functionality we can recognise if they are a small or corporate business for example and therefore populate their feed with relevant and hopefully inspiring information based on their needs.” Josh Graff, director, LinkedIn Marketing Solutions EMEA, comments: “EE’s new content hub is a great example of a brand delivering real value to its audience through relevant content.” The Future Thinking hub will be promoted through EE’s own social media channels as well as a range of promoted activity with LinkedIn including roadblocks, follower ads and sponsored content.
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