linkedin groups - the ins and outs

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

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