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Building Better Networks With LinkedIn Groups
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Building Better Networks With LinkedIn Groups

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Transcript

  • 1. Building Better Networks With LinkedIn Groups
  • 2. EI’s Social Media Vision and Goals
    • Paper presented to Senior Management Jan ‘10
      • Help grow our clients’ exports
      • Create a more transparent organisation for clients
      • Build increased credibility with clients and the wider community
      • Make existing industry networks more effective using social tools
        • by encouraging clients to contribute content, in line with their own and our objectives. Promote a dialogue with clients and community on EI managed sites and foster the development of online groups around niche industry and sector issues where it is appropriate to do so
    • In essence, better management of offline networks, and make it easier to do business with EI
  • 3. Why LinkedIn?
    • Close to 500K Irish profiles, 2nd highest penetration globally
    • Strong chance that our target audience (clients/partners/academia) are active on the site
    • We don’t have to do the heavy lifting to build a community
    • 145M+ users globally, marketing benefit to clients by being active on the platform
    • Jan 2010 we had c. 600+ EI staff profiles
      • plenty of enthusiasm & awareness of capability - pushing an open door
  • 4. As things stand…
    • 14 Groups > c. 5,500 members (definitely duplication between Groups, both clients and EI staff)
    • 2 distinct types of group
      • industry/sector cluster (e.g. Space Industry Ireland)
      • region (e.g. Irish Professionals Nordic Network)
    • Using Groups for
      • disseminating EI information (manual and automated)
      • client self-service
      • peer-to-peer support
  • 5. Varying degrees of success
    • “ It would have been great if we got a buyer who browsed the [MedInIreland] group, found an interesting [client] company and then contacted them and bought a pallet of stents or catheters from them - but I don't think that was ever a realistic goal”
      • for events, opportunity for pre-networking
      • certainly easier than maintaining an email list!
    • IPNN: crowd-sourcing market validation from targeted community members
      • Reaching out and gaining support from diaspora, has led to deals! (IBN)
    • Anecdotal story of the two companies who identified a potential collaboration on a LinkedIn Group to discover that they were next door to each other
      • When tracking success, important to remember that members aren’t obliged to inform you through the community itself – you may never know!
  • 6. Lessons learned
    • Groups are great for building new relationships
      • crystalising “informal” networks, gives them an identity
      • platform for promoting successes (both EI and clients’) and (hopefully) inspiring other companies
    • The hard part is actually making a community work
      • Too easy to join (and create!) a Group…
    • Group can't be all things to all people: will not replace your CRM, email, phone and offline events
    • Think about resources…
      • Members slow to share content (content mix also important, IPNN/IBN)
      • Managing the membership to maintain the original focus
        • need moderator(s) who actually finds the Group useful themselves!
        • otherwise, they won't really invest...don't leave it to an admin!
  • 7. Lessons learned (cont.)
    • Segment membership using subgroups to refine conversations, reduces irrelevant content
    • May be an education piece to get members involved, some sectors may be not be among early adopters...
    • Lack of monitoring/alerting feature
  • 8. @TheCR
  • 9. Irish People in the Public Sector Group http:// www.linkedin.com/groups?gid =717317
  • 10. Thank You
    • [email_address]
    • http://www.linkedin.com/in/davescanlon
    • @ei_dscanlon
    • Groups mentioned during presentation
      • Space Industry Ireland
        • http://www.linkedin.com/groups?gid=2455720
      • Irish Professionals Nordic Network
        • http://www.linkedin.com/groups?gid=2002118
      • Irish Business Network in Germany, Switzerland and Austria
        • http:// www.linkedin.com/groups?gid =1689007

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