Create a community with linked in groups
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Transcript of Create a community with linked in groups
Talent Solutions
Create a Community with LinkedIn Groups April 9th 2013
LaurenFogarty
Employer Branding & Media Consultant
Quick Intro
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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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Why groups?
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Groups: a Solution, not a Product
Client Goals or Challenges LinkedIn’s Solution
• Engaging Alumni
• Employer Branding
• Thought-Leadership
• Reduction in Force
• Talent Communities
Groups’ Functionality +
Customization Options
The groups platform can offer the flexibility to meet more advanced needs around engagement
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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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The anatomy of a groupMember perspective
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The core of a Group – the discussionGroup Tabs
Members can contribute with a discussion or a poll
Carousel showcases recent or popular discussions
Discussion feeds
Most recent comments
Shared Article
All topic comments
Poll Topic
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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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The Members Tab
Top Group Influencers
Members by relevance
Recent Activity
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The Jobs Tab
Moderator can create relevant job feeds
Jobs are searchable based on standard job-search
criteria
Jobs are posted by moderator or shared by
group members
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The Search Tab
Search group discussions or members
Search your own group activity
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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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The anatomy of a groupOwner/ manager perspective
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Who does what?Roles and responsibilities related to Groups
Group Members contribute to the conversation
Moderators prioritize and delete discussions
Managers have all Moderator capabilities plus they control pre-display moderation and member administration
Owners have all Manager capabilities plus they can open the group to the public, terminate the group or change ownership
Group Members
Moderators
Managers
Owner
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Managing a GroupModerators, Managers and Owners will see a
“Manage Tab”
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Managing a Group – Owner View
Only a LinkedIn Member can own a group – Groups can’t be
owned by Companies
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Members-only Groups are private. Only members of the group can view group content and contribute to the conversation.
Do not open the group if subject matter is sensitive, or the goal is to limit the number who can view/contribute content
Group Visibility – First DecisionOpen vs. Members-only Groups
Open Groups are publically viewable and shareable by everyone online. This includes non-LinkedIn members.
Advantages of going public include increased visibility, expansion of the audience, increased participation
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Benefits of Open and Members-only GroupsBenefit Open Groups Members-Only
Discussion visibility Public and LinkedIn Only Group members
Indexing by search engines
Yes No
Social media sharing Yes No
Anyone on LinkedIn can contribute
Manager to decide No
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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Group Settings manage access
Group Settings Navigation is home for most
moderation settings
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Organize where content appears in the Group
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Note: These are especially important settings for Open Groups
Control who may contribute to Group content
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Review the Submission QueueReview posts before they go live
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Review the Moderation QueueReview content flagged by members
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Manage requests to join
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Encourage repeat visits with Announcements
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Invite members to join the group
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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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View members and roles
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Manage the details of your group
Logos
Summary , description, website
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Set group rules
Group Rules will appear on top of all Group
Pages
Group Rules are Optional
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Develop templates for communication
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View and manage existing sub-groups
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Change Group Owner
Only Owner can change a Manager
Only available for owners
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Create a Subgroup
Only available for managers and owners
Same template as group creation
Only Managers and Owners can create a subgroup
Only 20 subgroups allowed
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Available through the Search Tab
The top choice will appear in the module
Controlled by Owners, Managers, and Moderators
Feature discussions with Manager’s Choice
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Insights on your group members
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In-Group Statistics FYI - Group Statistics are visible to all viewers.
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Group Statistics
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Group Statistics
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How to drive membership
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Paid Media Viral Distribution Offsite / API
3 Ways to Drive Traffic to a Group
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Serve them engaging ‘Join Group’ Ads
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
XYZco Group
Join Group
This is where you will type the description of the group that this ad is promoting. This is where you will type the description of the group that this ad is promoting.
XYZco Group
Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?”
Ryan Roslansky and 4 other connections joined.
Join Group
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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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Grow your Group Members off LinkedIn
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Add one-click Join Groups buttons to your website/ intranet
https://developer.linkedin.com/plugins1)
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Premium group options
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Standard Group (free) – no branding
You can advertise to members of a group but there is no group branding
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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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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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Best practices for meaningful Groups
Identify the Audience
Set Objectives and Goals
Build Membership
Engage Members and 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 HoytPepsiCo
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Strong Group Examples
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For more info on premium group options, please contact your LinkedIn Rep or me
(Lauren Fogarty: [email protected])
Help.linkedin.comKeyword: Groups