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A Linkedin Group Of Your Own

Organizations sometimes have occasion to consider creating a Linkedin group of their own but are not sure of the impact or the effort involved. Should they try to leverage groups already in existence or is the extra effort worth while? This presentation explores all aspects of the Q.

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A Linkedin Group Of Your Own

  1. 1. A Group of Your Own Creating and leveraging your own special purpose Linkedin group
  2. 2. Characteristics of a LinkedIn Group o Self selected o Special Interest o Largely homogeneous o Highly Democratic / Self-Governed o Sensitive to ‘being sold to’ o Value contributions o Happy to contribute information / opinion/ feedback o Could be Open or Closed A True Community
  3. 3. Why to Build Your Own Group? o Create a targeted forum of highly motivated individuals and - o Broadcast carefully selected messaging o Start a dialogue o Start building a relationship based on shared values o Listen (Needs, pain areas, feedback, expectations, industry opinion) Good proxy for a customer community (More so in the B2B space)
  4. 4. Pros and Cons PROS o High degree of control oOption to influence the direction the group takes oOption to directly communicate with each individual member as a Manager of the group o Option to extend the group to a wider online base in future – like online community CONS oDemands long term strategy oRequires very high intensity activity o Growing the group o Keeping it vibrant with interesting discussions o On-going management o Keeping the group members engaged o Any negativity associated with the group can stick to you
  5. 5. Plan of Action o Define theme of the group o Target members o Theme for discussions o What is the key value proposition for the target members (why should they join?) o Create a group and populate it with interesting discussions – have a plan for active discussions for initial 1 month o Identify parallel / overlapping groups and your differentiators o Start growing membership and activity
  6. 6. Activities For Growing the Membership o Invite your internal community o Invite customers o Expand into the wider LinkedIn universe through connections and in parallel groups For Growing the Group Activity o Seed discussions through specifically designated internal influencers o Invite ideas and opinions from external people
  7. 7. Key Considerations o Keep it active o Keep in non-promotional o Allow diverse points-of-view o Make group joining easy o Manage the quality of group members (For example: Restrict irrelevant members) Deliver value – AT ALL TIMES
  8. 8. Potential Benefits o Take a higher profile in a very targeted community – as someone who cares about the space and has an opinion o High degree of visibility among a committed audience o Alternate way of starting a relationship with people who should matter
  9. 9. Setting the Expectations o NOT a Lead-Generation Engine oTough to measure RoI – Difficult to make a direct association with the success within the group with that of the sponsoring company oBe prepared for the long-haul! oOpen space – be prepared to have your competitors also play here
  10. 10. Case Study Group Name – TPM / Techpost Media Target Audience – Software Engineering & Software Industry Professionals Group Started – April 6, 2010 Current Group Size – 34,000+ Time to reach 10,000 members – 10 months Activities: ◦ Dedicated Managers – seeding discussions ◦ Offline Community website ◦ Regular Audio Podcast – Interviews with software leaders ◦ Specific efforts from time to time to grow membership
  11. 11. Case Study 0 5000 10000 15000 20000 25000 30000 35000 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Feb-14 Apr-14 Jun-14 Aug-14 Oct-14 Dec-14 Members Apr-10 Jun-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14 Jan-15 New Members 2000 4400 9100 4000 2900 1200 1700 1600 1200 5800 Total Members 0 2000 6400 15500 19500 22400 23600 25300 26900 28100 33900 Membership Growth Over Time
  12. 12. Case Study Average Comments 0 20 40 60 80 100 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Feb-14 Apr-14 Jun-14 Aug-14 Oct-14 Dec-14 Apr-10 Jun-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14 Jan-15 Average Comments 53 14 3 98 27 51 5 1 0 0 35 Activity
  13. 13. About Midas Touch Founded in July 2010 Digital Marketing and Social Media Marketing Agency ◦ Among SiliconIndia’s “Top 10 Digital Marketing Agencies” in India 2014 ◦ “Social Media Agency Of The Year” – 2013 ◦ “B2B Social Media Agency Of The Year” – 2014 (awarded by The Global Youth Marketing Forum) Client Industries ◦ Software Product & Services Companies ◦ eCommerce / Portals ◦ Real Estate ◦ Industrial Packaging ◦ BPO ◦ Celebrity Sports Academy
  14. 14. About Midas Touch Service Offerings ◦ Content Marketing ◦ Social Media / Social Selling ◦ Digital Marketing ◦ Product Marketing Special Focus: ◦ Creating long and short form written content – website, blogs, thought leadership articles and whitepapers, case studies, collateral ◦ Audio content like webinars and podcasts ◦ Social Media with a B2B Focus – Linkedin including Linkedin groups, Twitter
  15. 15. About Midas Touch - Team Radha Giri – CEO ◦ Masters in Computer Management & Law ◦ 14+ years of experience, 10+ years in a pioneering Learning Software Product Companies last as Head of Marketing ◦ Author of “Are You Socially Shy”, Frequent Speaker at Digital Marketing & Social Media conferences ◦ ◦ @radhagiri Sanjeev Nambudiri – Co-Founder ◦ BE (M) & PGDBM (Mktg) ◦ 20+ years in sales & marketing functions across India, APAC & US in the tech space ◦ Expert in Demand Generation, Inside Sales, Focused on application of Marketing to achieve Sales numbers ◦ ◦ @sanjeevnambudir
  16. 16. Thank You! Connect With Us at: @MidasSocial