how to build a large and successful linked in group final crosson changes
DESCRIPTION
This presentation was prepared for HubSpot and presented as a webinar.TRANSCRIPT
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HOW TO BUILD A LARGE
AND SUCCESSFUL
LINKEDIN GROUP
#LinkedinGroups
& Mike Crosson
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Webinar slides + video will be emailed to all
Interact with us on Twitter: #LinkedInGroups
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Housekeeping Notes:
Follow us on LinkedIn!3
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DAN SLAGENGlobal Marketing Relations,HubSpot
http://www.linkedin.com/pub/dan-slagen/a/675/718
MIKE CROSSONFounder & Moderator,Social Media Marketing
Founder & Publisher,SocialMediopolis.com
http://www.linkedin.com/in/mcrosson#LinkedinGroups
Your Presenters:
Creating Your Group from Scratch
Setting Your Group up for Success
Seeding Your Group for Growth
Marketing Your Group Where It Matters
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Agenda:
Moderating Your Group for Quality Control5
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Monitoring Metrics for Continued Success6
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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.
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Pros:
The platform is free.
Chance to showcase yourself & your company.
It works.
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Group ownership looks good on your resume.4
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Cons:
Your options are limited.
Avoid a lot of work with no pay.
You don’t own the group.
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Group ownership looks good only if your group looks good!4
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Key Point: LinkedIn is a GREAT B2B environment.
Don’t mistake it for a B2C venue. It ain’t.
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#1
Creating Your Group from Scratch
Creating the Group from Scratch
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Naming the group and avoiding legal headaches down the road
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Creating the Group from Scratch
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How to seize the opportunity on LinkedIn: who is the competition?
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Creating the Group from Scratch
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Building the infrastructure with rules, welcome & confirmation emails
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#2Setting Your Group up for Success
Setting Your Group up for Success
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Nitty-gritty details that matter (SEO)
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Setting Your Group up for Success
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Linking to your personal profile
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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.
Setting Your Group up for Success
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Setting up niche subgroups (very important!)
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Setting Your Group up for Success
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Finding expert help
LinkedIn Group Products, Forum, SuperGroupFounders, etc.
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#3Seeding Your Group for Growth
Seeding Your Group for Growth
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Inviting the most influential people to join
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Seeding Your Group for Growth
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Engaging members in other forums
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Seeding Your Group for Growth
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Publishing/redistributing content
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Example:
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We use HubSpot at SocialMediopolis.com to
distribute all of our announcements to our social
media simultaneously with one click.
Seeding Your Group for Growth
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Establishing your own social media venues:
Facebook, Twitter, LinkedIn, Pinterest, Google+, Reddit, YouTube, etc.
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#4
Marketing Your Group Where It Matters
Marketing Your Group Where It Matters
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Integrate and promoteall of your social media together
SEO + Facebook + Twitter + …
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Marketing Your Group Where it Matters
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Marketing partnerships & niche networks: fast track to membership growth
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Marketing Your Group Where it Matters
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Build a separate website with email capture
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Lead Capture Form:
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Marketing Your Group Where it Matters
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Use LinkedIn Answers4
Great place for sourcing & sharing!
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Marketing Your Group Where it Matters
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Acquire unique content to attract new users
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Types of Content to Promote
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Blog articles
Videos and images
Ebooks and whitepapers
Webinars and event invitations
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#5
Moderating Your Group for Quality Control
Keep tight control or lose it!
Moderating Your Group for Quality Control
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Monitoring and responding daily, daily, daily!
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Moderating Your Group for Quality Control
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Killing spammers, #1 job
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Moderating Your Group for Quality Control
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Attracting qualified and dedicated moderators/managers
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Moderating Your Group for Quality Control
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Avoid irrelevant topic discussions
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#6
Monitoring Metrics for Continued Success
Monitoring Metrics for Continued Success
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Use the right tools
HubSpot, HootSuite, Tweetdeck, Google Analytics, etc
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Website Traffic Driven by LinkedIn
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Leads from LinkedIn
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Conversion Rate from Traffic to Leads
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Customers from LinkedIn
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Monitoring Metrics for Continued Success
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Pick a good Email Service Provider
HubSpot, MailChimp, Constant Contact
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Monitoring Metrics for Continued Success
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Check LinkedIn metrics3
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Measure Growth & Activity
Monitoring Metrics for Continued Success
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Use surveys (like SurveyMonkey) and third-party apps (especially mobile)
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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??)
Oopsie… What NOT to Do!
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Don’t use a corporate name or logo you don’t own1
Don’t dun other groups trying to build your own: group owners will gang up on you
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Don’t make bad marketing partnerships: keep everything 110% relevant to the group
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Don’t violate LinkedIn’s terms & conditions4
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management
Mike Crosson, Publisherwww.SocialMediopolis.com
LinkedIn: www.LinkedIn/in/mcrosson
Contact Info:[email protected]
Ph. 415.717.7600
Mike Crosson will be speaking at
Social Media Marketing World –
check out the agenda here:
http://bit.ly/SMMWorld13
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THANK YOU.