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HOW TO BUILD A LARGE

AND SUCCESSFUL

LINKEDIN GROUP

#LinkedinGroups

& Mike Crosson

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Webinar slides + video will be emailed to all

Interact with us on Twitter: #LinkedInGroups

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Housekeeping Notes:

Follow us on LinkedIn! 3

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DAN SLAGEN Global Marketing Relations, HubSpot http://www.linkedin.com/pub/dan-slagen/a/675/718

MIKE CROSSON Founder & Moderator, Social Media Marketing Founder & Publisher, SocialMediopolis.com http://www.linkedin.com/in/mcrosson

#LinkedinGroups

Your Presenters:

Creating Your Group from Scratch

Setting Your Group up for Success

Seeding Your Group for Growth

Marketing Your Group Where It Matters

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Agenda:

Moderating Your Group for Quality Control 5

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Monitoring Metrics for Continued Success 6

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Key Point: Remember, whether you are a

corporate user or an individual building

out a group, LINKEDIN owns it.

You do not. You are only granted

development space in their world.

Act accordingly.

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Pros:

The platform is free.

Chance to showcase yourself & your company.

It works.

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Group ownership looks good on your resume. 4

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Cons:

Your options are limited.

Avoid a lot of work with no pay.

You don’t own the group.

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Group ownership looks good only if your group looks good! 4

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Key Point: LinkedIn is a GREAT B2B environment.

Don’t mistake it for a B2C venue. It ain’t.

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#1

Creating Your Group from Scratch

Creating the Group from Scratch

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Naming the group and avoiding legal headaches down the road

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Creating the Group from Scratch

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How to seize the opportunity on LinkedIn: who is the competition?

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Creating the Group from Scratch

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Building the infrastructure with rules, welcome & confirmation emails

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#2 Setting Your Group up for Success

Setting Your Group up for Success

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Nitty-gritty details that matter (SEO)

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Setting Your Group up for Success

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Linking to your personal profile

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Key Point: People WILL check you out thoroughly on

LinkedIn once you create a presence.

And if you have false or overblown credentials,

they have no problem calling you out.

Be direct and honest.

Setting Your Group up for Success

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Setting up niche subgroups (very important!)

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Setting Your Group up for Success

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Finding expert help

LinkedIn Group Products, Forum, SuperGroup Founders, etc.

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#3 Seeding Your Group for Growth

Seeding Your Group for Growth

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Inviting the most influential people to join

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Seeding Your Group for Growth

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Engaging members in other forums

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Seeding Your Group for Growth

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Publishing/redistributing content

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Example:

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We use HubSpot at SocialMediopolis.com to

distribute all of our announcements to our social

media simultaneously with one click.

Seeding Your Group for Growth

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Establishing your own social media venues: Facebook, Twitter, LinkedIn, Pinterest, Google+, Reddit, YouTube, etc.

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#4

Marketing Your Group Where It Matters

Marketing Your Group Where It Matters

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Integrate and promote all of your social media together

SEO + Facebook + Twitter + …

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Marketing Your Group Where it Matters

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Marketing partnerships & niche networks: fast track to membership growth

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Marketing Your Group Where it Matters

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Build a separate website with email capture

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Lead Capture Form:

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Marketing Your Group Where it Matters

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Use LinkedIn Answers 4

Great place for sourcing & sharing!

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Marketing Your Group Where it Matters

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Acquire unique content to attract new users

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Types of Content to Promote

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Blog articles

Videos and images

Ebooks and whitepapers

Webinars and event invitations

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#5

Moderating Your Group for Quality Control Keep tight control or lose it!

Moderating Your Group for Quality Control

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Monitoring and responding daily, daily, daily!

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Moderating Your Group for Quality Control

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Killing spammers, #1 job

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Moderating Your Group for Quality Control

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Attracting qualified and dedicated moderators/managers

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Moderating Your Group for Quality Control

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Avoid irrelevant topic discussions

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#6

Monitoring Metrics for Continued Success

Monitoring Metrics for Continued Success

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Use the right tools

HubSpot, HootSuite, Tweetdeck, Google Analytics, etc

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Website Traffic Driven by LinkedIn

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Leads from LinkedIn

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Conversion Rate from Traffic to Leads

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Customers from LinkedIn

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Monitoring Metrics for Continued Success

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Pick a good Email Service Provider

HubSpot, MailChimp, Constant Contact

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Monitoring Metrics for Continued Success

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Check LinkedIn metrics 3

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Measure Growth & Activity

Monitoring Metrics for Continued Success

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Use surveys (like SurveyMonkey) and third-party apps (especially mobile)

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What NOT to Do!

Extra added FREE bonus… no cost to you!

A $399,000 value!

(OK, what kind of marketer would I be if I didn’t

include this??)

Oopsie… What NOT to Do!

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Don’t use a corporate name or logo you don’t own 1

Don’t dun other groups trying to build your own: group owners will gang up on you

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Don’t make bad marketing partnerships: keep everything 110% relevant to the group

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Don’t violate LinkedIn’s terms & conditions 4

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

Mike Crosson, Publisher www.SocialMediopolis.com

LinkedIn: www.LinkedIn/in/mcrosson

Contact Info: mcrosson@changetheworld.com

Ph. 415.717.7600

Mike Crosson will be speaking at

Social Media Marketing World –

check out the agenda here:

http://bit.ly/SMMWorld13

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THANK YOU.