LinkedIn Groups - The ins and outs
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LinkedIn GroupsLinkedIn Groups The ins and outs
LinkedIn Groups – Why?
"Of the three top social "Of the three top social networks - LinkedIn converts networks - LinkedIn converts 277% more than Facebook or 277% more than Facebook or Twitter.” Twitter.” HubSpot
2© sheilascarborough
Is a group right for my audience?
3© airiklopez
Are you target audience on LinkedIn?4
Is this their preferred medium?5
Will they engage, comment or relate to the materials?6
© simajr
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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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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If your audience are primed for a group - are you?
1. Establish the objectives of your LinkedIn group.
2. Know what success looks like.
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Choose your KPIs
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1. Set up a content calendar. 11
Source content!
Source content!
THE
80:20 RULE FOR CONTENT
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Source content!
2. Post 4 pieces from other sources to one of your own.
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Focus on the extroverts!
THE
80:20 RULE FOR COMMUNITY
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Focus on the extroverts!
20% will be you key audience. Who will respond and engage with your content.
Nurture them!
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Focus on developing introverts!
Others may just listen.
Too shy to engage or comment yet still soaking up your content.
Nurture them too!16
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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Set up a team
2. Find experts18
© raster
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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Set up a team
3. Have (at least) 2 articles or pieces of content ready
every week.
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Set up a team
4. Set Google alerts to search for market information. Think -
80:20 21
Launch, analyse, learn & adjust
Social ≠ campaigns.
There’s no start, middle or
end it’s on-going engagement
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Launch, analyse, learn & adjust
Look at successful posts –
Analyse against KPIs
adapt and repeat.
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Launch, analyse, learn & adjust
Share what works with your teams and company then
Keep innovating
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Launch, analyse, learn & adjust
Keep abreast of platform and social media updates. New features, policies, tools etc.
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Launch, analyse, learn & adjust
26More at nickwallen.co