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Building Better Networks With LinkedIn Groups
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
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
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
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!
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!
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
@TheCR
Irish People in the Public Sector Group http:// www.linkedin.com/groups?gid =717317
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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Building Better Networks With LinkedIn Groups

  • 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
  • 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