Ensuring the value of the community to both the members and the client comes down to gatekeeping: ensuring only the right prospects join the group. Membership in the community was tightly controlled and only a select list of Tier 1, Tier 2 and Tier 3 prospects was recruited.
Throughout the campaign, the LinkedIn group was used as a promotional tool for the Materials Handling Middle East event, with Weekly Announcements, one-on-one messages and discussion posts promoting the event and driving the targets to the event website.