McBru customizes LinkedIn forums to create exclusive mindshare for Reaction Design: A small elite group of engineers and scientists from around the world can share ideas, questions and contacts in an exclusive LinkedIn group created and managed by McBru, keeping Reaction Design thought leadership and product capabilities forefront in their perceptions.

1. REACTION DESIGN CASE STUDY
McBru Customizes LinkedIn
Forums to Create Exclusive
Mindshare for Reaction Design

2. Summary
Getting 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
McBru transformed an off-the-shelf using LinkedIn networking groups to grab the attention
social media discussion group into of influencers, industry leaders and potential customers.
an exclusive, members-only forum. 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.
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3. Situation
Reaction 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.
A small, elite group of combustion engineers use Reaction Design
software to design the next generation of engines and turbines.
Reaction Design asked McBru to help boost the company’s
profile as an industry leader and innovator to trade press Reaction Design’s customers and research partners
and influencers. However, that’s not so easy for a company represent some of the world’s biggest energy producers
whose products have perhaps and auto manufacturers, and
only 300 to 400 users in many of these companies
the world – even highly are unwilling to publicly
McBru recognized the opportunity to increase
targeted advertising would acknowledge and discuss
be too blunt an instrument
visibility of Reaction Design and its executives the technologies that keep
to reach this tiny, though through an exclusive, moderated focus group. them on the cutting edge.
very desirable audience. In With few referenceable
other industry segments, customers, it’s hard to build
customer case studies and testimonials could broadcast an inventory of case studies or testimonials—even though
the benefits of a company’s software and services. But Reaction Design has excellent customer relationships
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4. 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
McBru saw how an exclusive, moderated focus group on LinkedIn but influential group. However, this required that McBru
could house highly specialized content and conversation. strategically place guardrails around the LinkedIn forum
and is considered a critical partner to industry-leading to ensure that it maintained editorial balance and value to
automotive and turbine manufacturers. a very exclusive group.
Strategy Tailoring LinkedIn Forums
McBru needed to find a targeted and compelling way for Elite Participation
to gain exposure and recognition for Reaction Design— McBru began by getting buy-in from key Reaction Design
without outing their customers and partners. McBru turned executives and lead engineers, obtaining their commitment
to LinkedIn. Research revealed few LinkedIn networks to act as contributors and moderators for the site on an
targeting the topic of clean combustion and simulation ongoing basis. This not only ensured that the quality of
technologies. McBru recognized the opportunity to increase the information and interaction within the group remains
visibility of Reaction Design and its executives through high but also placed Reaction Design spokespeople at the
an exclusive, moderated focus group and established center of an influential industry forum.
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5. 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 Meet
Though many of Reaction Design’s customers had been
unwilling to engage in traditional case study promotions,
McBru developed an alternative way to attract participation
Though the LinkedIn group is sponsored by Reaction of industry heavy weights on Reaction Design’s LinkedIn
Design, the forum moderators are very conscious of forum. McBru produced and filmed a Distinguished
keeping an objective approach to industry information: Speakers Series, a set of videos that captured executives
They never use the channel for overt product promotion. from such key companies as General Motors discussing
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
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6. combustion simulation and topics related to Reaction Design Results
technologies. The videos (available through YouTube but
linked through the forum) were carefully scripted to avoid
product promotion, showcasing partners and customers in
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.
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.
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7. 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 “ We were initially uncertain if social media was
the right tool for building thought leadership
and industry recognition for our company. The
that boosted Reaction Design’s profile with a highly select
audience. McBru also created a series of videos that play group we want to reach and influence is very
down overt brand advertising to focus on the company’s small and its members function at elite levels
thought leadership—all the better to market to this highly within their organizations, so generic social
discerning audience. 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.
Verly Flores,
Marketing Communications Manager,
Reaction Design
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8. Elise F. Burke
Director of Marketing and Sales
direct: 503.546.1017
mobile: 503.459.7545
elise@mcbru.com
www.mcbru.com
LET’S START SOMETHING.
elise@mcbru.com
www.mcbru.com
www.mcbrublog.com
@mcbru
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