LinkedIn is currently considered a popular social network that is gaining increasing favor in Slovakia. However, until September 2022, it was unclear who its local users are and what their characteristics are.
Slovak LinkedIn experienced a viral challenge.
As an agency that trains LinkedIn clients, we struggled with a lack of information about the preferences of Slovak LinkedIn users. Therefore, we decided to join forces with the research agency Go4insight and LinkedInfluencer Miki Plichta. Together, we conducted a unique survey, LinkedIn is IN, which helped us find answers to these questions.
Survey Objective
- to obtain 1,000 respondents without promotional expenses,
- to answer the question Who are LinkedIn users in Slovakia?
Low LinkedIn traffic during the summer did not stop us, and we significantly exceeded the goal with an idea that allowed everyone to become a survey ambassador and invite their contacts to participate.
We exceeded the goal by more than 60% and obtained 1,600 respondents.
What strategy did we employ?
Step 1
The research agency and selected LinkedIn users with a larger audience contributed to the project. We anticipated that their motivation would be to link their personal brand with a unique survey.
Anyone can be an ambassador
Step 2
Ambassadors are typically influential people. In the second step, we decided to challenge this premise and communicated that anyone could be an ambassador. It was enough to write I am IN too under the survey post, and the user received a personalized visual that they could use to spread the call to participate to their network of contacts.
Project Implementation
The survey was conducted over 9 weeks in July and September 2022. The first version of the questions was prepared by the research agency Go4insight, which was inspired by a similar survey from the Czech Republic. Together with Miki Plichta, we incorporated questions into the survey that might interest the Slovak audience – users, trainers, and media. We officially launched the survey in mid-July 2022. The first ambassadors were the agreed-upon speakers of the SME LinkedIn menu conference, which was scheduled for September 2022.
Selected ambassadors communicated:
- the opportunity to complete the survey,
- the opportunity to become its ambassador,
- the survey results to be premiered at the conference.
Most ambassadors were attracted by Miki Plichta’s video, which captivated people with its unique concept, theme, and form. After the survey concluded, Go4insight agency then analyzed the completed questionnaires, from which responses a more than
The survey yielded results
- 1,600+ respondents
- 1,446 fully completed questionnaires
- 65 volunteer ambassadors
- 120,000 organic views of posts with #linkedinIsIN
- 40+ page document with results
The survey results are cited by users, trainers, and media
What did the promotion yield?
- 85 participants of the SME LinkedIn menu conference 2022
- 50,000+ readers on 4 marketing portals that published the survey
- 50+ mentions of the survey in LinkedIn posts
- €0 for external promotion costs
- 3,000 – level of enthusiasm from the result and benefit for users and trainers
- Shortlisted in the Prokop 2022 PR competition in the Small Budget category
