The document discusses creating and managing LinkedIn groups to build talent communities. It provides guidance on setting up group pages, driving membership, using insights and analytics, and engaging members. Premium options are available for customizing a group's branding and advertising space. Maintaining focused objectives, relevant discussions, and frequent engagement are emphasized as best practices.

1. Talent Solutions
Create a Community with LinkedIn Groups
April 9th 2013

2. Quick Intro
Lauren
Fogarty
Employer Branding
& Media Consultant

3. Agenda
 Why groups?
 The anatomy of a group
 Insights on your group members
 How to drive membership
 Premium group options
 Best practices
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4. Why groups?
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5. Groups: a Solution, not a Product
Client Goals or Challenges LinkedIn’s Solution
• Engaging Alumni
• Employer Branding
• Thought-Leadership
• Reduction in Force
• Talent Communities
The groups platform can offer the flexibility to meet
more advanced needs around engagement
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6. Why do members join groups?
Why do members join Groups?
• The topic, industry or function is of
interest
• Participating in the Group can help
them be successful at their job
• The Group offers them a way to
keep in touch with connections
• Their colleagues are in the Group
• People they respect or are
influential also belong to the Group
There are over 1.5M groups on LinkedIn
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7. The anatomy of a group
Member perspective
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8. The core of a Group – the discussion
Group Tabs
Members can contribute
with a discussion or a poll
Carousel showcases recent
or popular discussions
Discussion feeds
Most recent comments
All topic comments
Poll Topic
Shared Article
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9. The right rail of a group
Manager’s Choice (can be
turned on or off)
Latest Updates
300x250 Ad Unit
Top Influencers
Group Statistics
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10. The Members Tab
Top Group Influencers
Members by relevance
Recent Activity
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11. The Jobs Tab
Moderator can create
relevant job feeds
Jobs are posted by
moderator or shared by
group members
Jobs are searchable based
on standard job-search
criteria
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12. The Search Tab
Search group discussions or
members
Search your own group
activity
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13. More…
• Updates: List of all recent Group updates and activity
• Your Activity: List of a member’s recent Group activity
• Your Settings: Where a member can manage Group visibility and correspondence
• Subgroups: A member can view the subgroups associated with a Group
• Group Profile: Overview of the Group (owner, mission, members, website)
• Group Statistics: General stats about Group activity
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14. The anatomy of a group
Owner/ manager perspective
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15. Who does what?
Roles and responsibilities related to Groups
Group Members contribute to the
conversation
Group Members Moderators prioritize and delete
discussions
Moderators
Managers have all Moderator
capabilities plus they control pre-
Managers display moderation and member
administration
Owner Owners have all Manager
capabilities plus they can open the
group to the public, terminate the
group or change ownership
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16. Managing a Group
Moderators, Managers
and Owners will see a
“Manage Tab”
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17. Managing a Group – Owner View
Only a LinkedIn Member can
own a group – Groups can’t be
owned by Companies
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18. Group Visibility – First Decision
Open vs. Members-only Groups
Open Groups are publically viewable Members-only Groups are private. Only
and shareable by everyone online. This members of the group can view group
includes non-LinkedIn members. content and contribute to the
conversation.
Advantages of going public include
increased visibility, expansion of the Do not open the group if subject
audience, increased participation matter is sensitive, or the goal is to
limit the number who can
view/contribute content
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19. Benefits of Open and Members-only Groups
Benefit Open Groups Members-Only
Discussion visibility Public and LinkedIn Only Group members
Indexing by search Yes No
engines
Social media sharing Yes No
Anyone on LinkedIn can Manager to decide No
contribute
Once a Group is open to the public, it cannot be reverted
to members-only
Only Group owners can open the Group
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20. Group Settings manage access
Group Settings Navigation
is home for most
moderation settings
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21. Organize where content appears in the Group
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22. Control who may contribute to Group content
Note: These are especially important
settings for Open Groups
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23. Review the Submission Queue
Review posts before they go live
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24. Review the Moderation Queue
Review content flagged by members
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25. Manage requests to join
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26. Encourage repeat visits with Announcements
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27. Invite members to join the group
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28. Pre-approve individuals for membership
When “request to join”
settings are enabled, this
feature allows managers to
pre-approve list of individuals
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29. View members and roles
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30. Manage the details of your group
Logos
Summary , description,
website
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31. Set group rules
Group Rules will appear
on top of all Group
Pages
Group Rules are Optional
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32. Develop templates for communication
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33. View and manage existing sub-groups
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34. Change Group Owner
Only Owner can change a
Manager
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35. Create a Subgroup
 Same template as group
creation
 Only Managers and Owners
can create a subgroup
 Only 20 subgroups allowed
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36. Feature discussions with Manager’s Choice
 Available through the Search Tab
 The top choice will appear in the
module
 Controlled by Owners, Managers,
and Moderators
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37. Insights on your group members
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38. In-Group Statistics FYI - Group Statistics are
visible to all viewers.
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39. Group Statistics
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40. Group Statistics
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41. How to drive membership
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42. 3 Ways to Drive Traffic to a Group
Paid Media Viral Distribution Offsite / API
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43. Serve them engaging ‘Join Group’ Ads
XYZco Group XYZco Group
This is where you will type the
Featured Discussion: “What small to description of the group that this ad is
midsized companies are demonstrating promoting. This is where you will type
excellence in social media strategy and
the description of the group that this ad
leading by example?”
is promoting.
Join Group
Join Group
Ryan Roslansky and 4 other connections joined.
Boost membership by reaching targeted professionals
Personalized to each viewer based on their network connections
Provide Group information and context
Requires minimum of 2 Featured Discussions
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44. Drive Traffic to Your Group with InMail
Messaging
InMail Best Practices
• Maintain clear call to action
• Be Personal
• Include example of
discussions
• Tell members why they have
been selected
• Tell members what they will
gain by joining the group
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45. Grow your Group Members off LinkedIn
1) Add one-click Join Groups buttons to your website/ intranet
https://developer.linkedin.com/plugins
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46. Premium group options
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47. Standard Group (free) – no branding
You can advertise to
members of a group
but there is no group
branding
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48. Sponsored Group – own the ad real estate
Client can own the
ad space (300x250)
on the right hand
side and customize
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49. Custom Group – entire right rail + custom development
You can fill the
entire right rail with
interactive
advertising units –
LinkedIn will assist in
creative
development
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50. Best practices for meaningful Groups
Identify the Audience Build Membership
Engage Members and
Set Objectives and Goals
Stay Relevant
“Building a community with intent; frequently and pointedly
engaging talented people around the world, whether for jobs
available today or anticipated tomorrow, will flourish.”
Chris Hoyt
PepsiCo
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51. Strong Group Examples
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52. Help.linkedin.com
Keyword: Groups
For more info on premium group options, please contact
your LinkedIn Rep or me
(Lauren Fogarty: lfogarty@linkedin.com) TALENT SOLUTIONS 52