The document provides tips on how to build a large and successful LinkedIn group in 6 steps: 1) Creating the group from scratch, 2) Setting up the group for success, 3) Seeding the group for growth, 4) Marketing the group where it matters, 5) Moderating the group for quality control, and 6) Monitoring metrics for continued success. Key recommendations include choosing an appealing group name, inviting influential members, engaging members across platforms, acquiring unique content, monitoring the group daily, and using analytics tools to track metrics.

1. #LinkedinGroups
HOW TO BUILD A LARGE
AND SUCCESSFUL
LINKEDIN GROUP
& Mike Crosson
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2. Housekeeping Notes:
1 Webinar slides + video will be emailed to
all
2 Interact with us on Twitter:
#LinkedInGroups
3 Follow us on LinkedIn!
2

3. Your Presenters:
DAN SLAGEN
MIKE CROSSON
Global Marketing Relations,
Founder & Moderator,
HubSpot
Social Media Marketing
http://www.linkedin.com/pub/
Founder & Publisher,
dan-slagen/a/675/718
SocialMediopolis.com
http://www.linkedin.com/in/mcrosson
#LinkedinGroups
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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
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5. Key Point:
Remember, whether you are a
corporate user or an individual
building out a group, LINKEDIN owns
it.
You do not. You are only granted
development space in their world.
Act accordingly.
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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.
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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!
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8. Key Point:
LinkedIn is a GREAT B2B environment.
Don’t mistake it for a B2C venue. It ain’t.
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9. Creating
Your Group
#1 from
Scratch
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11. Creating the Group from Scratch
Naming the group and
1 avoiding legal headaches
down the road
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12. Creating the Group from Scratch
How to seize the
2 opportunity on LinkedIn:
who is the competition?
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14. Creating the Group from Scratch
Building the
3 infrastructure with
rules, welcome &
confirmation emails
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16. Setting Your
Group up for
#2 Success
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17. Setting Your Group up for Success
1 Nitty-gritty details that
matter (SEO)
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19. Setting Your Group up for Success
2 Linking to your
personal profile
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21. Key Point:
People WILL check you out thoroughly on
LinkedIn once you create a presence.
And if you have false or overblown
credentials, they have no problem calling
you out.
Be direct and honest.
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22. Setting Your Group up for Success
Setting up niche
3 subgroups (very
important!)
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24. Setting Your Group up for Success
Finding expert help
4 LinkedIn Group
Products, Forum, SuperGro
up Founders, etc.
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26. Seeding
#3 Your Group
for Growth
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27. Seeding Your Group for Growth
1 Inviting the most
influential people to join
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30. Seeding Your Group for Growth
2 Engaging members in
other forums
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31. Seeding Your Group for Growth
3 Publishing/redistributing
content
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32. Example:
We use HubSpot at SocialMediopolis.com to
distribute all of our announcements to our social
media simultaneously with one click.
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33. Seeding Your Group for Growth
Establishing your own
4 social media venues:
Facebook, Twitter, LinkedIn,
Pinterest, Google+, Reddit, Y
ouTube, etc.
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34. Marketing
Your Group
#4 Where It
Matters
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35. Marketing Your Group Where It Matters
Integrate and promote
1 all of your social
media together
SEO + Facebook + Twitter + …
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36. Marketing Your Group Where it Matters
Marketing partnerships
2 & niche networks:
fast track to
membership growth
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38. Marketing Your Group Where it Matters
3 Build a separate website
with email capture
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40. Lead Capture Form:
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41. Marketing Your Group Where it Matters
4 Use LinkedIn Answers
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42. Great place for sourcing & sharing!
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43. Marketing Your Group Where it Matters
5 Acquire unique content
to attract new users
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44. Types of Content to Promote
1 Blog articles
2 Videos and images
3 Ebooks and whitepapers
4 Webinars and event invitations
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45. Moderating
Your Group
#5 for Quality
Control
Keep tight control or lose it!
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46. Moderating Your Group for Quality Control
Monitoring and
1 responding
daily, daily, daily!
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47. Moderating Your Group for Quality Control
2 Killing
spammers, #1 job
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48. Moderating Your Group for Quality Control
Attracting qualified and
3 dedicated
moderators/managers
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49. Moderating Your Group for Quality Control
4 Avoid irrelevant
topic discussions
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50. Monitoring
Metrics for
#6 Continued
Success
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51. Monitoring Metrics for Continued Success
Use the right tools
1 HubSpot, HootSuite, Twe
etdeck, Google
Analytics, etc
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52. Website Traffic Driven by LinkedIn
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53. Leads from LinkedIn
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54. Conversion Rate from Traffic to Leads
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55. Customers from LinkedIn
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56. Monitoring Metrics for Continued Success
Pick a good Email
2 Service Provider
HubSpot, MailChimp, Co
nstant Contact
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57. Monitoring Metrics for Continued Success
3 Check LinkedIn metrics
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58. Measure Growth & Activity
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59. Monitoring Metrics for Continued Success
Use surveys (like
4 SurveyMonkey) and
third-party apps
(especially mobile)
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60. 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’t
include this??)
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61. 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
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62. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

63. Mike Crosson will be speaking at
Social Media Marketing World –
check out the agenda here:
http://bit.ly/SMMWorld13
Mike Crosson, Publisher Contact Info:
www.SocialMediopolis.com mcrosson@changetheworld.com
LinkedIn: www.LinkedIn/in/mcrosson Ph. 415.717.7600

64. THANK
YOU.
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