Rebecca Rijnders of Emerce sends invites for the Emerce eDay to her contacts. This is an event centering around e-innovation. This year it'll take place on the 18th of September. By accepting her invitation you'll be added to the group along with other interested parties. You can see who they are and continue straight on to the website of eDay.Future Vision by Erwin Van Lun on this article
This shows how brands can use existing contacts quickly and easily to check interest and to create a buzz. Because people join a group they explicitly state their interest in this area and show this to others. This has a social-psychological effect. It’ll increase a person’s tendency to participate. This is how brands will start using their existing contacts to spread the word more and more effectively.