How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
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How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes Presentation Transcript

  • 1. #LinkedinGroupsHOW TO BUILD A LARGEAND SUCCESSFULLINKEDIN GROUP& Mike Crosson 1
  • 2. Housekeeping Notes:1 Webinar slides + video will be emailed to all2 Interact with us on Twitter: #LinkedInGroups3 Follow us on LinkedIn! 2
  • 3. Your Presenters: DAN SLAGENMIKE CROSSON Global Marketing Relations,Founder & Moderator, HubSpotSocial Media Marketing http://www.linkedin.com/pub/Founder & Publisher, dan-slagen/a/675/718SocialMediopolis.comhttp://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 acorporate user or an individual buildingout a group, LINKEDIN owns it.You do not. You are only granteddevelopment 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
  • 10. Creating the Group from Scratch Naming the group and 1 avoiding legal headaches down the road 11
  • 11. Creating the Group from Scratch How to seize the 2 opportunity on LinkedIn: who is the competition? 12
  • 12. Creating the Group from Scratch Building the 3 infrastructure with rules, welcome & confirmation emails 14
  • 13. Setting Your Group up for#2 Success 16
  • 14. Setting Your Group up for Success 1 Nitty-gritty details that matter (SEO) 17
  • 15. Setting Your Group up for Success 2 Linking to your personal profile 19
  • 16. Key Point:People WILL check you out thoroughly onLinkedIn 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
  • 17. Setting Your Group up for Success Setting up niche 3 subgroups (very important!) 22
  • 18. Setting Your Group up for Success Finding expert help 4 LinkedIn Group Products, Forum, SuperGroup Founders, etc. 24
  • 19. Seeding#3 Your Group for Growth 26
  • 20. Seeding Your Group for Growth 1 Inviting the most influential people to join 27
  • 21. Seeding Your Group for Growth 2 Engaging members in other forums 30
  • 22. Seeding Your Group for Growth 3 Publishing/redistributing content 31
  • 23. Example: We use HubSpot at SocialMediopolis.com to distribute all of our announcements to our social media simultaneously with one click. 32
  • 24. Seeding Your Group for Growth Establishing your own 4 social media venues: Facebook, Twitter, LinkedIn, Pinterest, Google+, Reddit, YouTube, etc. 33
  • 25. Marketing Your Group#4 Where It Matters 34
  • 26. Marketing Your Group Where It Matters Integrate and promote 1 all of your social media together SEO + Facebook + Twitter + … 35
  • 27. Marketing Your Group Where it Matters Marketing partnerships 2 & niche networks: fast track to membership growth 36
  • 28. Marketing Your Group Where it Matters 3 Build a separate website with email capture 38
  • 29. Lead Capture Form: 40
  • 30. Marketing Your Group Where it Matters 4 Use LinkedIn Answers 41
  • 31. Great place for sourcing & sharing! 42
  • 32. Marketing Your Group Where it Matters 5 Acquire unique content to attract new users 43
  • 33. Types of Content to Promote 1 Blog articles 2 Videos and images 3 Ebooks and whitepapers 4 Webinars and event invitations 44
  • 34. Moderating Your Group#5 for Quality Control Keep tight control or lose it! 45
  • 35. Moderating Your Group for Quality Control Monitoring and 1 responding daily, daily, daily! 46
  • 36. Moderating Your Group for Quality Control 2 Killing spammers, #1 job 47
  • 37. Moderating Your Group for Quality Control Attracting qualified and 3 dedicated moderators/managers 48
  • 38. Moderating Your Group for Quality Control 4 Avoid irrelevant topic discussions 49
  • 39. Monitoring Metrics for#6 Continued Success 50
  • 40. Monitoring Metrics for Continued Success Use the right tools 1 HubSpot, HootSuite, Tweetdeck, Google Analytics, etc 51
  • 41. Website Traffic Driven by LinkedIn 52
  • 42. Leads from LinkedIn 53
  • 43. Conversion Rate from Traffic to Leads 54
  • 44. Customers from LinkedIn 55
  • 45. Monitoring Metrics for Continued Success Pick a good Email 2 Service Provider HubSpot, MailChimp, Constant Contact 56
  • 46. Monitoring Metrics for Continued Success 3 Check LinkedIn metrics 57
  • 47. Measure Growth & Activity 58
  • 48. Monitoring Metrics for Continued Success Use surveys (like 4 SurveyMonkey) and third-party apps (especially mobile) 59
  • 49. 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’tinclude this??) 60
  • 50. 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
  • 51. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  • 52. Mike Crosson will be speaking at Social Media Marketing World – check out the agenda here: http://bit.ly/SMMWorld13Mike Crosson, Publisher Contact Info:www.SocialMediopolis.com mcrosson@changetheworld.comLinkedIn: www.LinkedIn/in/mcrosson Ph. 415.717.7600
  • 53. THANK YOU. 64