#LinkedinGroupsHOW TO BUILD A LARGEAND SUCCESSFULLINKEDIN GROUP& Mike Crosson                                         1
Housekeeping Notes:1   Webinar slides + video will be emailed to all2   Interact with us on Twitter: #LinkedInGroups3   Fo...
Your Presenters:                                      DAN SLAGENMIKE CROSSON                                      Global M...
Agenda:  1   Creating Your Group from Scratch  2   Setting Your Group up for Success  3   Seeding Your Group for Growth  4...
Key Point:Remember, whether you are acorporate user or an individual buildingout a group, LINKEDIN owns it.You do not. You...
Pros:    1   The platform is free.    2   Chance to showcase        yourself & your company.    3   It works.        Group...
Cons:   1    Your options are limited.   2    Avoid a lot of work        with no pay.   3    You don’t own the group.     ...
Key Point:LinkedIn is a GREAT B2B environment.Don’t mistake it for a B2C venue. It ain’t.                                 ...
Creating     Your Group#1   from     Scratch                  9
Creating the Group from Scratch        Naming the group and    1   avoiding legal headaches        down the road          ...
Creating the Group from Scratch        How to seize the    2   opportunity on LinkedIn:        who is the competition?    ...
Creating the Group from Scratch        Building the    3   infrastructure with        rules, welcome &        confirmation...
Setting Your     Group up for#2   Success                    16
Setting Your Group up for Success    1   Nitty-gritty details that        matter (SEO)                                    17
Setting Your Group up for Success    2   Linking to your        personal profile                                    19
Key Point:People WILL check you out thoroughly onLinkedIn once you create a presence.And if you have false or overblown cr...
Setting Your Group up for Success        Setting up niche    3   subgroups (very        important!)                       ...
Setting Your Group up for Success        Finding expert help    4   LinkedIn Group Products,        Forum, SuperGroup     ...
Seeding#3   Your Group     for Growth                  26
Seeding Your Group for Growth   1   Inviting the most       influential people to join                                    27
Seeding Your Group for Growth   2   Engaging members in       other forums                                30
Seeding Your Group for Growth   3   Publishing/redistributing       content                                   31
Example:           We use HubSpot at SocialMediopolis.com to           distribute all of our announcements to our social  ...
Seeding Your Group for Growth        Establishing your own   4    social media venues:        Facebook, Twitter, LinkedIn,...
Marketing     Your Group#4   Where It     Matters                  34
Marketing Your Group Where It Matters        Integrate and promote   1    all of your social        media together        ...
Marketing Your Group Where it Matters        Marketing partnerships   2    & niche networks:        fast track to        m...
Marketing Your Group Where it Matters   3    Build a separate website        with email capture                           ...
Lead Capture Form:                     40
Marketing Your Group Where it Matters   4    Use LinkedIn Answers                                        41
Great place for sourcing & sharing!                                      42
Marketing Your Group Where it Matters   5    Acquire unique content        to attract new users                           ...
Types of Content to Promote    1   Blog articles    2   Videos and images    3   Ebooks and whitepapers    4   Webinars an...
Moderating     Your Group#5   for Quality     Control     Keep tight control or lose it!                                  ...
Moderating Your Group for Quality Control        Monitoring and    1   responding daily,        daily, daily!             ...
Moderating Your Group for Quality Control    2   Killing spammers,        #1 job                                          ...
Moderating Your Group for Quality Control        Attracting qualified and    3   dedicated        moderators/managers     ...
Moderating Your Group for Quality Control    4   Avoid irrelevant        topic discussions                                ...
Monitoring     Metrics for#6   Continued     Success                   50
Monitoring Metrics for Continued Success        Use the right tools    1   HubSpot, HootSuite,        Tweetdeck, Google   ...
Website Traffic Driven by LinkedIn                                     52
Leads from LinkedIn                      53
Conversion Rate from Traffic to Leads                                        54
Customers from LinkedIn                          55
Monitoring Metrics for Continued Success        Pick a good Email    2   Service Provider        HubSpot, MailChimp,      ...
Monitoring Metrics for Continued Success    3   Check LinkedIn metrics                                           57
Measure Growth & Activity                            58
Monitoring Metrics for Continued Success        Use surveys (like    4   SurveyMonkey) and        third-party apps        ...
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’tin...
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 buil...
Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
Mike Crosson will be speaking at                               Social Media Marketing World –                             ...
THANK YOU.        64
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
How to build_a_large_and_successful_linkedin_group_final_-_crosson_changes
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

  1. 1. #LinkedinGroupsHOW TO BUILD A LARGEAND SUCCESSFULLINKEDIN GROUP& Mike Crosson 1
  2. 2. Housekeeping Notes:1 Webinar slides + video will be emailed to all2 Interact with us on Twitter: #LinkedInGroups3 Follow us on LinkedIn! 2
  3. 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. 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. 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. 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. 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. 8. Key Point:LinkedIn is a GREAT B2B environment.Don’t mistake it for a B2C venue. It ain’t. 8
  9. 9. Creating Your Group#1 from Scratch 9
  10. 10. Creating the Group from Scratch Naming the group and 1 avoiding legal headaches down the road 11
  11. 11. Creating the Group from Scratch How to seize the 2 opportunity on LinkedIn: who is the competition? 12
  12. 12. Creating the Group from Scratch Building the 3 infrastructure with rules, welcome & confirmation emails 14
  13. 13. Setting Your Group up for#2 Success 16
  14. 14. Setting Your Group up for Success 1 Nitty-gritty details that matter (SEO) 17
  15. 15. Setting Your Group up for Success 2 Linking to your personal profile 19
  16. 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. 17. Setting Your Group up for Success Setting up niche 3 subgroups (very important!) 22
  18. 18. Setting Your Group up for Success Finding expert help 4 LinkedIn Group Products, Forum, SuperGroup Founders, etc. 24
  19. 19. Seeding#3 Your Group for Growth 26
  20. 20. Seeding Your Group for Growth 1 Inviting the most influential people to join 27
  21. 21. Seeding Your Group for Growth 2 Engaging members in other forums 30
  22. 22. Seeding Your Group for Growth 3 Publishing/redistributing content 31
  23. 23. Example: We use HubSpot at SocialMediopolis.com to distribute all of our announcements to our social media simultaneously with one click. 32
  24. 24. Seeding Your Group for Growth Establishing your own 4 social media venues: Facebook, Twitter, LinkedIn, Pinterest, Google+, Reddit, YouTube, etc. 33
  25. 25. Marketing Your Group#4 Where It Matters 34
  26. 26. Marketing Your Group Where It Matters Integrate and promote 1 all of your social media together SEO + Facebook + Twitter + … 35
  27. 27. Marketing Your Group Where it Matters Marketing partnerships 2 & niche networks: fast track to membership growth 36
  28. 28. Marketing Your Group Where it Matters 3 Build a separate website with email capture 38
  29. 29. Lead Capture Form: 40
  30. 30. Marketing Your Group Where it Matters 4 Use LinkedIn Answers 41
  31. 31. Great place for sourcing & sharing! 42
  32. 32. Marketing Your Group Where it Matters 5 Acquire unique content to attract new users 43
  33. 33. Types of Content to Promote 1 Blog articles 2 Videos and images 3 Ebooks and whitepapers 4 Webinars and event invitations 44
  34. 34. Moderating Your Group#5 for Quality Control Keep tight control or lose it! 45
  35. 35. Moderating Your Group for Quality Control Monitoring and 1 responding daily, daily, daily! 46
  36. 36. Moderating Your Group for Quality Control 2 Killing spammers, #1 job 47
  37. 37. Moderating Your Group for Quality Control Attracting qualified and 3 dedicated moderators/managers 48
  38. 38. Moderating Your Group for Quality Control 4 Avoid irrelevant topic discussions 49
  39. 39. Monitoring Metrics for#6 Continued Success 50
  40. 40. Monitoring Metrics for Continued Success Use the right tools 1 HubSpot, HootSuite, Tweetdeck, Google Analytics, etc 51
  41. 41. Website Traffic Driven by LinkedIn 52
  42. 42. Leads from LinkedIn 53
  43. 43. Conversion Rate from Traffic to Leads 54
  44. 44. Customers from LinkedIn 55
  45. 45. Monitoring Metrics for Continued Success Pick a good Email 2 Service Provider HubSpot, MailChimp, Constant Contact 56
  46. 46. Monitoring Metrics for Continued Success 3 Check LinkedIn metrics 57
  47. 47. Measure Growth & Activity 58
  48. 48. Monitoring Metrics for Continued Success Use surveys (like 4 SurveyMonkey) and third-party apps (especially mobile) 59
  49. 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. 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. 51. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  52. 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. 53. THANK YOU. 64
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