How to Build a Large and Successful LinkedIn Group
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The document provides tips on how to build a large and successful LinkedIn group in 6 steps: 1) Creating the group from scratch, 2) Setting up the group for success, 3) Seeding the group for growth, 4) Marketing the group where it matters, 5) Moderating the group for quality control, and 6) Monitoring metrics for continued success. Key recommendations include choosing an appealing group name, inviting influential members, engaging members across platforms, acquiring unique content, monitoring the group daily, and using analytics tools to track metrics.
How to Build a Large and Successful LinkedIn Group
- 1. #LinkedinGroups HOW TO BUILD A LARGE AND SUCCESSFUL LINKEDIN GROUP & Mike Crosson 1
- 2. Housekeeping Notes: 1 Webinar slides + video will be emailed to all 2 Interact with us on Twitter: #LinkedInGroups 3 Follow us on LinkedIn! 2
- 3. Your Presenters: DAN SLAGEN MIKE CROSSON Global Marketing Relations, Founder & Moderator, HubSpot Social Media Marketing http://www.linkedin.com/pub/ Founder & Publisher, dan-slagen/a/675/718 SocialMediopolis.com http://www.linkedin.com/in/mcrosson #LinkedinGroups 3
- 4. Agenda: 1 Creating Your Group from Scratch 2 Setting Your Group up for Success 3 Seeding Your Group for Growth 4 Marketing Your Group Where It Matters 5 Moderating Your Group for Quality Control 6 Monitoring Metrics for Continued Success 4
- 5. Key Point: Remember, whether you are a corporate user or an individual building out a group, LINKEDIN owns it. You do not. You are only granted development space in their world. Act accordingly. 5
- 6. Pros: 1 The platform is free. 2 Chance to showcase yourself & your company. 3 It works. Group ownership looks good 4 on your resume. 6
- 7. Cons: 1 Your options are limited. 2 Avoid a lot of work with no pay. 3 You don’t own the group. Group ownership looks good only if your 4 group looks good! 7
- 8. Key Point: LinkedIn is a GREAT B2B environment. Don’t mistake it for a B2C venue. It ain’t. 8
- 9. Creating Your Group #1 from Scratch 9
- 11. Creating the Group from Scratch Naming the group and 1 avoiding legal headaches down the road 11
- 12. Creating the Group from Scratch How to seize the 2 opportunity on LinkedIn: who is the competition? 12
- 14. Creating the Group from Scratch Building the 3 infrastructure with rules, welcome & confirmation emails 14
- 16. Setting Your Group up for #2 Success 16
- 17. Setting Your Group up for Success 1 Nitty-gritty details that matter (SEO) 17
- 19. Setting Your Group up for Success 2 Linking to your personal profile 19
- 21. Key Point: People WILL check you out thoroughly on LinkedIn once you create a presence. And if you have false or overblown credentials, they have no problem calling you out. Be direct and honest. 21
- 22. Setting Your Group up for Success Setting up niche 3 subgroups (very important!) 22
- 24. Setting Your Group up for Success Finding expert help 4 LinkedIn Group Products, Forum, SuperGro up Founders, etc. 24
- 26. Seeding #3 Your Group for Growth 26
- 27. Seeding Your Group for Growth 1 Inviting the most influential people to join 27
- 30. Seeding Your Group for Growth 2 Engaging members in other forums 30
- 31. Seeding Your Group for Growth 3 Publishing/redistributing content 31
- 32. Example: We use HubSpot at SocialMediopolis.com to distribute all of our announcements to our social media simultaneously with one click. 32
- 33. Seeding Your Group for Growth Establishing your own 4 social media venues: Facebook, Twitter, LinkedIn, Pinterest, Google+, Reddit, Y ouTube, etc. 33
- 34. Marketing Your Group #4 Where It Matters 34
- 35. Marketing Your Group Where It Matters Integrate and promote 1 all of your social media together SEO + Facebook + Twitter + … 35
- 36. Marketing Your Group Where it Matters Marketing partnerships 2 & niche networks: fast track to membership growth 36
- 38. Marketing Your Group Where it Matters 3 Build a separate website with email capture 38
- 40. Lead Capture Form: 40
- 41. Marketing Your Group Where it Matters 4 Use LinkedIn Answers 41
- 42. Great place for sourcing & sharing! 42
- 43. Marketing Your Group Where it Matters 5 Acquire unique content to attract new users 43
- 44. Types of Content to Promote 1 Blog articles 2 Videos and images 3 Ebooks and whitepapers 4 Webinars and event invitations 44
- 45. Moderating Your Group #5 for Quality Control Keep tight control or lose it! 45
- 46. Moderating Your Group for Quality Control Monitoring and 1 responding daily, daily, daily! 46
- 47. Moderating Your Group for Quality Control 2 Killing spammers, #1 job 47
- 48. Moderating Your Group for Quality Control Attracting qualified and 3 dedicated moderators/managers 48
- 49. Moderating Your Group for Quality Control 4 Avoid irrelevant topic discussions 49
- 50. Monitoring Metrics for #6 Continued Success 50
- 51. Monitoring Metrics for Continued Success Use the right tools 1 HubSpot, HootSuite, Twe etdeck, Google Analytics, etc 51
- 52. Website Traffic Driven by LinkedIn 52
- 53. Leads from LinkedIn 53
- 54. Conversion Rate from Traffic to Leads 54
- 55. Customers from LinkedIn 55
- 56. Monitoring Metrics for Continued Success Pick a good Email 2 Service Provider HubSpot, MailChimp, Co nstant Contact 56
- 57. Monitoring Metrics for Continued Success 3 Check LinkedIn metrics 57
- 58. Measure Growth & Activity 58
- 59. Monitoring Metrics for Continued Success Use surveys (like 4 SurveyMonkey) and third-party apps (especially mobile) 59
- 60. What NOT to Do! Extra added FREE bonus… no cost to you! A $399,000 value! (OK, what kind of marketer would I be if I didn’t include this??) 60
- 61. Oopsie… What NOT to Do! 1 Don’t use a corporate name or logo you don’t own 2 Don’t dun other groups trying to build your own: group owners will gang up on you 3 Don’t make bad marketing partnerships: keep everything 110% relevant to the group 4 Don’t violate LinkedIn’s terms & conditions 61
- 62. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
- 63. Mike Crosson will be speaking at Social Media Marketing World – check out the agenda here: http://bit.ly/SMMWorld13 Mike Crosson, Publisher Contact Info: www.SocialMediopolis.com mcrosson@changetheworld.com LinkedIn: www.LinkedIn/in/mcrosson Ph. 415.717.7600
- 64. THANK YOU. 64
Editor's Notes
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