5 Steps to Growing Your Membership Through LinkedIn

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Presentation from the Illinois Association of Chamber of Commerce Executives (IACCE) Fall Conference November 6-8, 2013 in East Peoria, IL

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  • 5 Steps to Growing Your Membership Through

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Session Agenda

    Maximize your presence

    Attract followers

    Engage followers

    Measure engagement

    Try LinkedIn ads

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    About Me

    Curt Moss, Senior Product Marketing Manager @ WebLink

    12 years at member-based orgs Las Vegas Chamber of

    Commerce Chapter of National Safety

    Council 7 years @ WebLink

    Faculty for W.A.C.E. Present at association and

    chamber conferences

    linkedin.com/in/curtmoss

    linkedin.com/company/weblink-international

    #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    About WebLink

    SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations

    Established in 1996, 60 Employees, based in Indianapolis, IN

    94% Customer Retention Rate

    Based in Indianapolis, Indiana

    94% Customer Retention Rate

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    About WebLink

    Membership Management Software

    Website Design & Development

    Non-Dues Revenue Programs

    Partner in Your Success

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    WebLink Websites

    Responsive website design

    Automatically adjusts for any screen

    Fully integrated database & website

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    About WebLink

    iPad app for mobile commerce

    Integrated credit card reader

    New member sales

    Event registrations

    Pay open invoices

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Why bother using LinkedIn?

  • Even if youre on the right track, youll get run over if you just sit there. - Will Rogers

  • Fish where the fish are.

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    LinkedIn Stats

    240 Million Users 3 Million Company Pages 1.5 Million Groups 42% of users update

    profile regularly 81% of users belong to at

    least one group 50% have Bachelors or

    Masters degree

    Sources: Business 2 Community, LinkedIn

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    43% of marketers have acquired a customer through LinkedIn.

    Source: HubSpot, 2013 State of Inbound Marketing

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    LinkedIn = Better Conversions

    LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

    Source: HubSpot Internal Customer Study

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    LinkedIn = Big Deal for Business

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Which best describes your knowledge of LinkedIn?

    Little or no knowledge

    12%

    Limited 41%

    Moderate 43%

    Extensive 4%

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Do you store your members LinkedIn pages and profiles in your membership management software?

    Unsure 33%

    We dont have that feature in

    our system 53%

    We have LinkedIn data stored for a FEW of our members

    12%

    We have LinkedIn data

    stored for MOST of our members

    2%

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    How is your staff using LinkedIn?

    No one at our organization is using LinkedIn

    8%

    Staff uses LinkedIn but we dont use it as

    an organization 37%

    We have a company page but dont do

    much to engage 40%

    We update our company page

    often and engage in

    discussions 15%

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    How much of an impact has LinkedIn made to your organization?

    Its essential for us and makes a big impact on membership

    5%

    We use LinkedIn but it hasnt made a big

    impact 46%

    LinkedIn has not made any

    impact on our organization

    49%

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    How Can LinkedIn Benefit Your Organization?

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Extend Your Reach

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Improve Your Relevance

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Increase Member Engagement

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Grow Your Membership

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Maximize Your Presence

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    1 2

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Company Type Company size Website URL Industry (Non-Profit) Operating Status Year Founded Locations

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Company Name Description Language

    Admins

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Add Products and Services

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Add Products and Services

    Big event

    Benefit programs

    Affinity programs

    Government affairs efforts

    Membership tiers

    Foundation

    Educational programs

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Add Products and Services

    Name Category Description Image Company contact URL YouTube Video Features/Benefits

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Get Recommendations

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Add Job Listings

    1 2

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Connect Your Blog

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Connect Your Blog

    Auto-post or schedule posts via Hootsuite or other service

    Buffer now supports LinkedIn pages

    Or, post manually each time

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Post Updates

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Targeted Content

    Company size Industry Job function Seniority Geography Include/Exclude

    company employees

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Examples

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    LinkedIn Pages vs. Groups

    Pages Add many more details

    about your organization Images Product/services Anyone can see updates

    and interact

    Groups Private Have to join to see whats

    going on Require moderation Good for discussion among

    group members

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Attract Followers

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Send Invites

    Co-workers Add current position at

    your organization

    Members Industry thought

    leaders Business associates Tell them why theyll

    benefit Reward them?

  • 5 Steps to Growing Your Membership Through LinkedIn WebLink International #IACCE

    Create a campaign strategy

    Create editorial calendar for posts (Plan!) Date, topic, link, author,

    target audience Add link/icon on your

    website to LinkedIn page Email signature Reward users for

    followi