1) LinkedIn Groups can be an effective way to engage audiences, as LinkedIn converts 277% more leads than Facebook or Twitter. 2) It's important to consider if a group is right for the target audience by determining if the audience is active on LinkedIn, if it's their preferred medium, and if they will engage with shared content. 3) Topic groups tend to perform better than branded groups as audiences feel they will gain insights rather than receive sales pitches.

1. LinkedIn Groups
The ins and outs

2. LinkedIn Groups – Why?
"Of the three top social
networks - LinkedIn converts
277% more than Facebook or
Twitter.” HubSpot
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© sheilascarborough

3. Is a group right for my audience?
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© airiklopez

4. Are you target audience on LinkedIn?
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5. Is this their preferred medium?
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6. Will they engage, comment or relate to the materials?
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© simajr

7. NOTE: Topic groups tend to
outperform branded groups
1. Members feel it is more a
thought leadership/insights
and discussion and less of a
sales pitch.
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8. NOTE: Topic groups tend to
outperform branded groups
2. Digital natives join groups
where they feel they will be
less sold to and more
educated.
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9. If your audience are primed for
a group - are you?
1. Establish the objectives
of your LinkedIn group.
2. Know what success
looks like. 9

10. Choose your KPIs
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11. Source content!
1. Set up a content calendar.
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12. Source content!
THE
80:20
RULE FOR CONTENT
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13. Source content!
2. Post 4 pieces from
other sources to one of
your own.
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14. Focus on the extroverts!
THE
80:20
RULE FOR COMMUNITY
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15. Focus on the extroverts!
20% will be you key
audience. Who will respond
and engage with your content.
Nurture them!
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16. Focus on developing introverts!
Others may just listen.
Too shy to engage or
comment yet still soaking up
your content.
Nurture them too!
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17. Set up a team
1. Name a LinkedIn champion
Focused on sending a weekly
reminder for updates and
stats on performance.
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18. Set up a team
2. Find experts 18
© raster

19. Set up a team
Have (at least) 3 subject
matter experts.
Willing to give 5 minutes a
day to post and comment.
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20. Set up a team
3. Have (at least) 2 articles or
pieces of content ready
every week.
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21. Set up a team
4. Set Google alerts to
search for market
information. Think -
80:20
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22. Launch, analyse, learn & adjust
Social ≠ campaigns.
There’s no start, middle or
end it’s on-going
engagement
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23. Launch, analyse, learn & adjust
Look at successful posts –
Analyse against KPIs
adapt and repeat.
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24. Launch, analyse, learn & adjust
Share what works with
your teams and company then
Keep innovating
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25. Launch, analyse, learn & adjust
Keep abreast of platform and
social media updates. New
features, policies, tools etc.
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26. Launch, analyse, learn & adjust
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