viveka von rosen - effective use of linkedin groups in your marketing
TRANSCRIPT
![Page 1: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/1.jpg)
INBOUND15
Effective Use of LinkedIn Groups in Your MarketingHow to Engage and Drive Traffic with Groups
Viveka von Rosen
Founder, Linked into Business
![Page 2: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/2.jpg)
INBOUND15
3.1 MillionNumber of LinkedIn groupsLinkedIn
![Page 3: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/3.jpg)
INBOUND15
8000Number of LinkedIn groups created weeklyLinkedIn 02/2013
![Page 4: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/4.jpg)
INBOUND15
42%Percentage of LinkedIn users that consider LinkedIn groups usefulExpanded Ramblings 02/18/2015
![Page 5: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/5.jpg)
INBOUND15
7Average number of groups LinkedIn users join
LinkedIn 08/2013
![Page 6: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/6.jpg)
INBOUND15
60.6%LinkedIn members who find groups useful
Inc. 2013
![Page 7: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/7.jpg)
1. The best methods for engaging in other people’s groups
2. Best practices in creating and managing your own group
3. How to quickly grow and engage your group
4. Marketing and monetizing your group
![Page 8: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/8.jpg)
INBOUND15
1 Group Engagement: Best Practices
![Page 9: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/9.jpg)
When communicating in groups, its good to have a 30 thousand foot plan!
![Page 10: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/10.jpg)
INBOUND15
1. Adjust your settings
2. Stalk the Influencers
3. Don’t be afraid to share
4. Be VERY afraid of SWAM
Group Engagement
![Page 11: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/11.jpg)
INBOUND15
Adjust Your Settings
Keep your sanity and choose weekly or no updates!
![Page 12: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/12.jpg)
#INBOUND15
Stalk the Influencers – Make New Friends
![Page 13: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/13.jpg)
INBOUND15
What’s trending in your industry?
What’s controversial?
What can you share that people might find valuable?
Customer service / advice and recommendations
What events might they be interested in?
80/20 and NO outright sales promotion
Don’t be Afraid to Share
![Page 14: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/14.jpg)
INBOUND15
Affects ALL your groups
Managers/Owners can’t fix it
LinkedIn can’t fix it
Managers might be lazy
Mean people suck
Be Very Afraid of SWAM
![Page 15: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/15.jpg)
INBOUND15
2 Creating Your Own Group: Best Practices
![Page 16: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/16.jpg)
![Page 17: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/17.jpg)
INBOUND15
1. Should you even create a group?
2. Know your audience or niche or location
3. Focus your copy and communications
4. Create group rules
5. Commit to moderating (or delegate)
Best Practices (for Marketing)
![Page 18: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/18.jpg)
INBOUND15
• Customer Service
• Company Communication
• Thought Leadership
• Lead Generation / Marketing
• Other
What’s the PURPOSE of your group?To Group or Not to Group…
![Page 19: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/19.jpg)
INBOUND15
New group = ultimate control
Adopt a group = existing audience
New Group or “Adopt a Group?"
19
![Page 20: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/20.jpg)
INBOUND15
• Don’t be all things to all people
• The more niche, the more relevant and
engaged
• Location based groups drive and support
F2F interaction
• Consider user groups and focus groups
and membership groups
Know Your Audience (Niche or Location)
![Page 21: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/21.jpg)
INBOUND15
• Make the most out of description fields
• Focus on WIFFT (What’s in it for them)
• Use CTA’s
• Promote relevance
• Use keywords
Focus Your Copy and Communications
![Page 22: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/22.jpg)
INBOUND15
Create Group Rules
Don’t forget the Rules!
• Rules feature
• As an update
• Ask for feedback
![Page 23: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/23.jpg)
INBOUND15
Commit to Moderation
• Realize groups are a commitment
• Get help!
• Download the Moderator’s Field
Guide
• Join the LinkedIn Group Moderator
Community
![Page 24: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/24.jpg)
INBOUND15
3 Growing Your Group Membership and Engagement
![Page 25: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/25.jpg)
Put a Marketing Machine into Place
![Page 26: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/26.jpg)
INBOUND15
1. Automate with templates
2. Send weekly announcements
3. Entice with Influencers
4. Create serial content
Growing Your Membership
![Page 27: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/27.jpg)
INBOUND15
Build Your TemplatesAutomated Engagement• Get them engaged right away with CTAs• Guide them to another platform if they
don’t qualify for your group• What can you share of value?• Rules of engagement
![Page 28: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/28.jpg)
INBOUND15
• WIIFT – for the group
• Recap of the week
• CTA to upcoming events
• Contest (and winners)
• Drive traffic back to group
• Easy shares
Weekly Announcements
![Page 29: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/29.jpg)
INBOUND15
Highlight Influencer Communication
http://www.convinceandconvert.com/social-media-case-studies/amplify-your-content-strategy-with-influencer-marketing/
• Build relationships with Influencers and leverage them to build your credibility
• Get great content for free • Expanding your reach with content from a wide range of
Influencers encourages people to visit your (Open) group
29
![Page 30: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/30.jpg)
INBOUND15
Create Serial Content• Create series and promote• “Package” existing updates• Promote pertinent updates
30
![Page 31: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/31.jpg)
INBOUND15
4 Marketing and Monetizing Your Groups
![Page 32: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/32.jpg)
Integrate your Marketing
![Page 33: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/33.jpg)
INBOUND15
1. Marketing your groups
2. Monetizing your groups
Ninja Tricks
![Page 34: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/34.jpg)
INBOUND15
Email marketing
LinkedIn advertising
Social marketing
Marketing Your Posts
![Page 35: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/35.jpg)
INBOUND15
Anatomy of Email Marketing Campaigns
Send a simple, elegant invitation via email Brand your email Clear CTA: Join Now Lead with the WIIFT Create a customized group URL
(http://bit.ly/join-the-group)
35
![Page 36: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/36.jpg)
INBOUND15
LinkedIn AdsReach beyond your network and promote your group with LinkedIn text ads and sponsored updates
36
![Page 37: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/37.jpg)
INBOUND15
Sponsored GroupsGreat option if you can afford it!• Company affiliation and branding• Advanced community management • Included “Join Group” ads and Sponsored InMail messages• Exclusively promote your content and messages in the right-hand rail with
units that support rich media and video• Get advanced metrics and analytics
37
![Page 38: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/38.jpg)
INBOUND15
Social Marketing
38
![Page 39: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/39.jpg)
INBOUND15
Monetizing Your GroupHangouts and Blabs Sales funnelsAnnouncements
LinkedIn's Terms of Services says this:Don’t sell, sponsor, or otherwise monetize a LinkedIn Group or any other service or functionality of LinkedIn, without the express written permission of LinkedIn
39
![Page 40: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/40.jpg)
INBOUND15
Hangouts, Blabs and Building Your FunnelCreate a Hangout (HOA) or Blab specifically designed to support your group.
Cross promote Give people a sense of who you really are Increase engagement Great enrollment G+ Community?
40
![Page 41: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/41.jpg)
INBOUND15
A LinkedIn Group is like any other marketing asset! You have to work it to get it to work.
![Page 42: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/42.jpg)
Are you clear on the purpose of your group?
What elements of your group do you need to improve?
What strategies will you adopt to increase engagement?
What kind of content will you create and share through
your group discussions?
How can you promote your groups?
What platforms can you link with your group?
In Conclusion
![Page 43: Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing](https://reader033.vdocuments.site/reader033/viewer/2022042907/58e914761a28ab6e0e8b50f1/html5/thumbnails/43.jpg)
INBOUND15
www.LinkedIn.com/in/LinkedInExpertwww.Facebook.com/YourLinkedInExpertwww.Twitter.com/LinkedInExpertwww.LinkedIntoBusiness.comViveka@LinkedIntoBusiness.com
Invite me to connect at LinkedIn.com/in/LinkedInExpert
with [email protected] me know where we “met”
Are we connected?
43