Growing Your Membership Through LinkedIn With These 5 Simple Steps
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As an association professional, you understand the necessity to grow and engage your membership base. But do you know how to use LinkedIn to maximize your efforts? WebLink will share how your organization can utilize LinkedIn to help exceed your membership goals.
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Growing Your Membership Through LinkedIn With These 5 Simple Steps
- 1. 5 Steps to GrowingYour MembershipThrough
- 2. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Session Agenda • Maximize your presence • Attract followers • Engage followers • Measure engagement • LinkedIn ads • LinkedIn posts
- 3. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn About Me • Passion for all things technology, the web, photography and sports • Husband and father of two boys • 14Years aWebLinker
- 4. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn About WebLink • SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations • Established in 1996, 50 Employees, based in Indianapolis, IN • 94% Customer Retention Rate • Based in Indianapolis, Indiana • 94% Customer Retention Rate
- 5. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner inYour Success
- 6. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 7. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Why bother using LinkedIn?
- 8. “Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
- 9. Fish where the fish are.
- 10. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn Stats • 300 Million Users • 3 Million Company Pages • 1.5 Million Groups • 42% of users update profile regularly • 81% of users belong to at least one group • 50% have Bachelor’s or Master’s degree Sources: Business 2 Community, LinkedIn
- 11. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 43% of marketers have acquired a customer through LinkedIn. Source: HubSpot, 2013 State of Inbound Marketing
- 12. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn = Better Conversions LinkedIn generated the highest visitor-to-lead conversion at almost 3 times higher other social platforms. Source: HubSpot InternalCustomer Study Linked In: Twitter: Facebook: 2.74% 0.69% 0.77%
- 13. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn = Big Deal for Business
- 14. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Which best describes your knowledge of LinkedIn? Little or no knowledge 12% Limited 41% Moderate 43% Extensive 4%
- 15. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Do you store your members’ LinkedIn pages and profiles in your association management software? Unsure 33% We don’t have that feature in our system 53% We have LinkedIn data stored for a FEW of our members 12% We have LinkedIn data stored for MOST of our members 2%
- 16. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn How is your staff using LinkedIn? No one at our organization is using LinkedIn 8% Staff uses LinkedIn but we don’t use it as an organization 37% We have a company page but don’t do much to engage 40% We update our company page often and engage in discussions 15%
- 17. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 8% 37% 40% 15% How is your staff using LinkedIn? No one at our organization is using LinkedIn Staff uses LinkedIn but we don’t use it as an organization We have a company page but don’t do much to engage We update our company page often and engage in discussions
- 18. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 5% 46% 49% How is your staff using LinkedIn? It’s essential for us and makes a big impact on membership We use LinkedIn but it hasn’t made a big impact LinkedIn has not made any impact on our organization
- 19. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 33% 53% 12% 2% How is your staff using LinkedIn? Unsure We don’t have that feature in our system We have LinkedIn data stored for a FEW of our members We have LinkedIn data stored for MOST of our members
- 20. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn How much of an impact has LinkedIn made to your organization? It’s essential for us and makes a big impact on membership 5% We use LinkedIn but it hasn’t made a big impact 46% LinkedIn has not made any impact on our organization 49%
- 21. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn How Can LinkedIn Benefit Your Organization?
- 22. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn ExtendYour Reach
- 23. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Increase Member Engagement
- 24. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Increase Member Engagement
- 25. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn GrowYour Membership
- 26. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn MaximizeYour Presence
- 27. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 1 2
- 28. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 29. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn • Company Type • Company size • Website URL • Industry (Non-Profit) • Operating Status • Year Founded • Locations
- 30. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn • Company Name • Description • Language • Admins
- 31. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 32. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Products and Services
- 33. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Products and Services • Big event • Benefit programs • Affinity programs • Government affairs efforts • Membership tiers • Foundation • Educational programs
- 34. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Products and Services • Name • Category • Description • Image • Company contact • URL • YouTubeVideo • Features/Benefits
- 35. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Get Recommendations
- 36. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Job Listings 1 2
- 37. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn ConnectYour Blog
- 38. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn ConnectYour Blog • Auto-post or schedule posts via Hootsuite or other service • Buffer now supports LinkedIn pages • Or, post manually each time
- 39. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Post Updates
- 40. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Targeted Content • Company size • Industry • Job function • Seniority • Geography • Include/Exclude company employees
- 41. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Examples
- 42. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 43. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 44. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 45. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 46. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 47. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 48. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 49. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 50. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 51. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 52. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 53. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn Pages vs. Groups Pages • Add many more details about your organization • Images • Product/services • Anyone can see updates and interact Groups • Private • Have to join to see what’s going on • Require moderation • Good for discussion among group members
- 54. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 55. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 56. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 57. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Attract Followers
- 58. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Send Invites • Co-workers • Members • Industry thought leaders • Business associates • Tell them why they’ll benefit • Reward them?
- 59. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Create a campaign strategy • Create editorial calendar for posts (Plan!) • Add link/icon on your website to LinkedIn page • Email signature • Reward users for following you or sharing your posts
- 60. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Leverage LinkedIn Groups • Start conversations • Give members a reason to share content or comment • Join related or similar groups • Post questions & content in these groups as well
- 61. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Engage Followers
- 62. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Content! • Use content as question prompts • Answers to common questions • Blog posts • Webinars • Events • Discussion questions • Research, case studies, whitepapers
- 63. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Creating Great Content • Understand your audience • Connect with them • Give them information they want & need • Use emotion
- 64. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Tell a story
- 65. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Creating Great Content • Informative – Expertise – Tips – Insight • Different – Personality – FreshTake – Surprises
- 66. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn TheTwoYutes
- 67. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn What does “My CousinVinny” and theTwoYutes have to do with creating content?
- 68. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn TheThree “U”s • Unique • Useful • Updated
- 69. “Tastes like chicken” isn’t a compliment - Seth Godin
- 70. “Tastes like chicken” isn’t a compliment - Seth Godin
- 71. “Tastes like chicken” isn’t a compliment - Seth Godin
- 72. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Great Content “Don’t interrupt what people are interested in. Be what people are interested in.”
- 73. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn This isn’t the content you’re looking for
- 74. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn Posting: Best Practices
- 75. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Use Images (98% higher comment rate) Source: LinkedIn
- 76. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 77. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Include Links (drives 2x engagement) Source: LinkedIn
- 78. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn AddVideos (75% higher share rate)
- 79. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn More Best Practices • KISS (Keep it Short & Simple) • Give audience a reason to engage • Ask questions – Worst/best customer service – Biggest business mistake/success – Hiring tips – Networking advice
- 80. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn More Best Practices • 80/20 rule - post 4 audience-focused items for every 1 promoting your organization • Mix entertaining, inspirational with informative and insightful posts
- 81. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 82. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn More Best Practices • Engage your co- workers • Share updates • Add comments • LinkedIn Company Page, Groups and your own personal accounts
- 83. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Clear CallsTo Action • Sign up for an event • Share an article • Download a case study • Tell their story • Take a survey • Contact their representative
- 84. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Frequency Companies that post 20 times per month reach at least 60% of their audience (LinkedIn)
- 85. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn ThankYour Recommenders! • Send LinkedIn messages • Email • Mention/tag them on Twitter or Facebook • Thank you notes • Phone calls
- 86. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Measure Engagement
- 87. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Insight & Analytics
- 88. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn ViewYour Followers
- 89. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn WebsiteTraffic
- 90. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Try LinkedIn Ads
- 91. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 92. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 93. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 94. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 95. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Sponsored Updates Resources • 3 Steps toTargeting LinkedIn Sponsored Updates • How-To Use LinkedIn Sponsored Updates Campaign Options [VIDEO] • Making Changes toYour Sponsored Updates OnThe Go [VIDEO]
- 96. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 97. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn HaveYouTried LinkedIn Ads?
- 98. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 99. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 100. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 101. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 102. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 103. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn BonusTip – For your members Add members’ social media links on their listing on your website. Connect them with potential customers.
- 104. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Use your AMS to store members’ profile data
- 105. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Personal ProfileTips • Professional Photo! • Concise description • Use keywords • Complete education and work history, with descriptions • Make connections! • Ask for recommendations and endorsements
- 106. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
- 107. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, non-members and all reps in same system • Financials, events, email, committees, website, reporting Central DB Financial System Website Email Marketing Members Events Prospects
- 108. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Association & ChamberWebsites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Responsive website design
- 109. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader
- 110. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Question
- 111. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Additional Resources • 4 ReasonsYour LinkedInCompany Page NeedsWork • In Good Company: How Best In Class Marketers Use LinkedInCompany PagesTo GrowTheir Business • AnnouncingThe 12 Best LinkedIn Company Pages of 2012 [SLIDESHOW] • 20Tips to AmplifyYour Brand on LinkedIn [SLIDESHOW]
- 112. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Additional Resources • 15Tips for Compelling Company Updates on LinkedIn • Creating the Right Content forYour Association's Content Marketing Strategy • Why Chambers and Associations HaveA Content Marketing Advantage • Using Google Analytics for Chambers and Associations
- 113. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Webinar Summary • Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the crowd
- 114. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
- 116. WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com Benji Craig WebLink International 3905WestVincennes Road, Suite 210 Indianapolis, IN 46268 1-877-231-4970 benji.craig@weblinkinternational.com https://www.linkedin.com/in/benjicraig https://twitter.com/benjicraig
Editor's Notes
- We’ve seen chambers and associations jump into social media. Mostly Facebook and Twitter. And we’ve added social media integration features to our software for them. What we’re also seeing is that Facebook and Twitter can be great for engaging existing members, but it may be harder to find new members. LinkedIn can be that tool.
- ¼ of the 1 Billion Facebook users, but staying true to your target market is key here. That’s a bunch of really big numbers, but next are some that really matter.
- 277%
- *Required that you are connected to your coworkers if you want to make them admins.
- This was the biggest gap No products or services offered on the company pages that did exist
- Tiered Dues Tip to add: Linked In Group as a product or service (online community)
- Paid service (roughly $200 for 30 day listing) Discounts for larger organizations
- Automatically post
- Picking a segmentation will update the screen so you can see #s
- Voted as one of the best company pages on Linked In Lots of images, history Recent updates Products page Recommendations (shipping/tracking) – People in network; similar people
- Relay for Life – lots and lots of recommendations Example of seeing how many people in network
- WebLink Client – good updates; post updates from another from another resource about social media Could have asked a question to get more engagement, but this is a good use of someone else’s content Small Issue: part of the logo as part of the header image, might use photo of people, but ok to brand themselves too. No product information
- Here are some example of content they could have used…
- Another client of WebLink – no header image
- Another WebLink client - Great photo
- Another great photo; you can change this on a regular basis; make frequent updates
- Another example of an Association using Linked In pages Header image is there, but you need to be careful when using specific dates; negative impact for promoting content that is from the past
- Great with the big image on the post No header Large impact with 2500+ followers (good opportunity to get in front of people)
- Trade show photos / again no products!
- 65,000+ with the group
- 6,700+ with the group
- 20,000+ followers on the company page Small pet peeve: what is your name??? American Society for Quality Even their website doesn’t include their name…until you get to copyright info
- Be sure to award them; 10 free gift cards; what is the value of each member to you anyway?
- Date, topic, link, author, target audience
- WebLink does this; we join groups Share content, but please provide great content!
- Answer questions that you get from the phone!
- Be emotional, tell the story First kids is WOW!!
- You are the thought leaders – industry, community, etc. Surprises, out side the norm
- eBook – Seth Godin – old, but still really relevant – 3 secrets to web traffic, but can work for anything
- If it’s just like everything else, then that’s not good – it should be different. Don’t tell Chick-f-a or KFC!
- If it’s just like everything else, then that’s not good – it should be different. Don’t tell Chick-f-a or KFC!
- If it’s just like everything else, then that’s not good – it should be different. Don’t tell Chick-f-a or KFC!
- JWT – J. Walter Thompson – Advertising Agency Targeted good information the up and down side of online marketing is that people now have the control; this puts such a larger emphasis on making sure you take advantage while you have them.
- All of the best practices examples are pulled from LinkedIn’s blog announcing the 12 best LinkedIn company pages of 2012: http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/
- Examples show popular post with an image and unpopular post without image. The one w/o an image had only 9 likes and 0 comments. The one with an image had a much higher engagement with 677 likes and 45 comments. IBM is the second most liked business page on LinkedIn (second only to LinkedIn themselves.) You can test this information on other platforms (Twitter and Facebook good for testing more so that Linked In)
- More examples; links to posts
- Oddly enough they don’t post videos. Why do you think that is? More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth 100 hours of video are uploaded to YouTube every minute 80% of YouTube traffic comes from outside the US YouTube is localized in 61 countries and across 61 languages According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year #ONE: We have more than a million advertisers using Google ad platforms, the majority of which are small businesses
- Offline opportunities Remember conversations that you can bring up at networking events, etc.
- LinkedIn expects that 50% of its user traffic will come via mobile by the end of 2014 Part of this prep includes a company-wide training program referred to as "Mobilize," which requires all of LinkedIn's engineers to take weeklong iOS, Android and HTML5 training courses.
- YELLLL!! Don’t use the stock message!