McBru Customizes LinkedIn Forums to Create Exclusive

Mindshare for Reaction Design

REACTION DESIGN CASE STUDY

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SummaryGetting the media exposure that your client wants is never

simple, even for pros at influencer relations. But if your

client’s products serve a very small, niche market, and their

top customers are resistant to publicly acknowledging they

even use the products, then driving recognition is even more

difficult. That’s the situation that McBru faced as it guided

the influencer relations efforts of Reaction Design, a San

Diego-based developer of combustion simulation software.

Calling on its expertise in tech B2B and social media,

McBru crafted a one-of-a kind social media campaign

using LinkedIn networking groups to grab the attention

of influencers, industry leaders and potential customers.

By making Reaction Design’s LinkedIn channel a curated

space open only to a targeted group, McBru transformed

an off-the-shelf social media discussion group into an

exclusive, members-only forum. In the process, McBru

raised awareness for Reaction Design with a key audience,

and positioned the company as technology innovators and

thought leaders in their industry space.

McBru transformed an off-the-shelf social media discussion group into an exclusive, members-only forum.

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SituationReaction Design develops computer simulation and

modeling software that automotive, gas-turbine, energy,

and transportation companies use to automate the analysis

of chemical processes. Technologies from Reaction Design

can be used to simulate combustion and fuel effects in

virtually all types of automotive and aircraft engines, as

well as engines used for electric power generation. This

combustion simulation software helps these industries

create cleaner and more efficient engine designs and

integrate greener, more efficient technologies into reactor

and combustor designs.

Reaction Design asked McBru to help boost the company’s

profile as an industry leader and innovator to trade press

and influencers. However, that’s not so easy for a company

whose products have perhaps

only 300 to 400 users in

the world – even highly

targeted advertising would

be too blunt an instrument

to reach this tiny, though

very desirable audience. In

other industry segments,

customer case studies and testimonials could broadcast

the benefits of a company’s software and services. But

Reaction Design’s customers and research partners

represent some of the world’s biggest energy producers

and auto manufacturers, and

many of these companies

are unwilling to publicly

acknowledge and discuss

the technologies that keep

them on the cutting edge.

With few referenceable

customers, it’s hard to build

an inventory of case studies or testimonials—even though

Reaction Design has excellent customer relationships

McBru recognized the opportunity to increase visibility of Reaction Design and its executives through an exclusive, moderated focus group.

A small, elite group of combustion engineers use Reaction Design software to design the next generation of engines and turbines.

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and is considered a critical partner to industry-leading

automotive and turbine manufacturers.

StrategyMcBru needed to find a targeted and compelling way

to gain exposure and recognition for Reaction Design—

without outing their customers and partners. McBru turned

to LinkedIn. Research revealed few LinkedIn networks

targeting the topic of clean combustion and simulation

technologies. McBru recognized the opportunity to increase

visibility of Reaction Design and its executives through

an exclusive, moderated focus group and established

the Clean Combustion Design forum on LinkedIn for

“designers of clean and efficient combustion systems and fuels through the application of detailed chemistry.”

Reaction Design was initially wary of using social media

as a tool to reach its key audiences—would automotive

professionals, academics, and energy researchers take a

social media site seriously?

McBru felt that LinkedIn was a good channel for building

Reaction Design’s visibility and built a campaign that

focused on serving the needs and interests of this small

but influential group. However, this required that McBru

strategically place guardrails around the LinkedIn forum

to ensure that it maintained editorial balance and value to

a very exclusive group.

Tailoring LinkedIn Forums for Elite ParticipationMcBru began by getting buy-in from key Reaction Design

executives and lead engineers, obtaining their commitment

to act as contributors and moderators for the site on an

ongoing basis. This not only ensured that the quality of

the information and interaction within the group remains

high but also placed Reaction Design spokespeople at the

center of an influential industry forum.

McBru saw how an exclusive, moderated focus group on LinkedIn could house highly specialized content and conversation.

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Though the LinkedIn group is sponsored by Reaction

Design, the forum moderators are very conscious of

keeping an objective approach to industry information:

They never use the channel for overt product promotion.

The moderators seed discussions from time to time, based

on technical or industry insights, or links to content such

as videos or webinars. Though Reaction Design-sponsored

content is available on the site, forum discussions are far-

reaching and not limited to proprietary technologies.

Additionally, the LinkedIn forum limits the kinds of

content available on the site to focus on higher-level

industry topics and insights. For instance, the forum does

not accept job postings; does not allow HR or recruiters

to join the group; and doesn’t allow event postings. These

restrictions help maintain interactions at a level suitable

for a high-level executives and industry thought leaders,

and enforce a sense of belonging to an elite, members-

only group—perfect for attracting the participation of big

gun academics and business people.

Customer Participation: A Brand-Neutral Space for the Elite to MeetThough many of Reaction Design’s customers had been

unwilling to engage in traditional case study promotions,

McBru developed an alternative way to attract participation

of industry heavy weights on Reaction Design’s LinkedIn

forum. McBru produced and filmed a Distinguished

Speakers Series, a set of videos that captured executives

from such key companies as General Motors discussing

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combustion simulation and topics related to Reaction Design

technologies. The videos (available through YouTube but

linked through the forum) were carefully scripted to avoid

product promotion, showcasing partners and customers in

way that does not threaten brands or customers’ sensitivity

to exposure.

Though not traditional testimonials, these videos position

Reaction Design as an industry leader and make clear

that its technologies are used successfully by some of the

largest, most innovative manufacturers in the world.

Results

Reaction Design’s LinkedIn group quickly became a key

social media resource for the small, exclusive network of

innovators in clean combustion technology.

The group now numbers over 1000—industry executives,

academics, scientists and influencers—who come to the

site to share knowledge, brainstorm ideas, and engage

in dialogues on topics that affect the automotive and

energy industry.

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McBru took the problem of creating buzz and thought

leadership for a company with a very small—though

influential—base and few referenceable customers,

and used social media to turn these challenges into

advantages. From a near-ubiquitous social media channel,

McBru crafted an exclusive forum for industry insiders

that boosted Reaction Design’s profile with a highly select

audience. McBru also created a series of videos that play

down overt brand advertising to focus on the company’s

thought leadership—all the better to market to this highly

discerning audience.

Verly Flores, Marketing Communications Manager,Reaction Design

We were initially uncertain if social media was the right tool for building thought leadership and industry recognition for our company. The group we want to reach and influence is very small and its members function at elite levels within their organizations, so generic social media channels didn’t seem a good match. But McBru customized LinkedIn forums to create an exclusive online space where industry leaders can interact comfortably with their peers on topics surrounding combustion simulation. Hosting the forum raises our profile and keeps us top-of-mind for influential consumers of our technologies.

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@mcbru

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