Social Media Marketing Awards: TELUS Business Solutions

LinkedIn: Runner-up

Program: LinkedIn Rapid Response

Agency: High Road Communications

Why we liked it: Success in social networks doesn't always mean having your own branded presence. When TELUS Business Solutions set out to understand the potential value of LinkedIn as a source of new customers, it chose to go where its prospects already were rather than build its own group. Over the course of seven months, experts from the company's small business, enterprise and mobility divisions fanned out through relevant discussions across the social network to provide useful advice and, where appropriate, links to resources on the company's website. They participated in more than 230 discussions during the campaign and achieved an estimated reach of 13.5 million impressions. They interacted directly with more than 100 key influencers and communities, and drove 3,000 visits to the company website. The initiative helped TELUS identify the best groups for reaching target decision-makers.