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LinkedIn Community Builder
thesocialeffect.com
The Social Effect (TSE) uniquely blend the established principles of ‘Relationship First
Marketing’ and ‘Community Science’ to create Engaged Communities with massive
and multiple ROI potential.
thesocialeffect.com
Benefits of LinkedIn Community Builder
40 % of community members will agree to a meeting creating ‘pitching opportunities’ to fill sales funnels.
Promote your white papers and other related content to your live audience and to gain opt-in’s, subscribers and shares.
Promote your events to an immediate and qualified audience through the community and through one-on-one communication
Your sales team can learn new trends and market expectations from the community members.
Build better relationships with your existing customer base and gain priceless feedback.
4. Community Insights
5. Customer Engagement
2. Content Marketing
1. Lead Generation
3. Event & Webinar Promotion
thesocialeffect.com
Benefits of LinkedIn Community Builder
Build your email database with the community.
Experienced members will be able to provide support to other members.
Host webinars for the community members.
Crowdsource content from the community.
Executives can brief members on topics.
Increase brand affinity through your highly engaged community.
Customers, prospects, employees, and partners can network.
Collaborate with customers on new product ideas.
Make major announcements to the community.
Identify customer advocates and loyalists to support marketing.
6. Email Marketing 7. Organic Customer Support 8. Webinar Promotion 9. Content Creation 10. Brand Thought Leadership
11. Brand Advocacy 12. Peer Networking 13. Product Ideation 14. PR and Announcements 15. Customer Advocacy
thesocialeffect.com
Why LinkedIn as the Community platform?
As of January 2015
• 332 million LinkedIn users• 2.2 million LinkedIn groups• 81% of LinkedIn users belong to at least 1 LinkedIn group• 40% of users check LinkedIn daily• Ideal for B2B marketing• Your target market is already on LinkedIn• Expand your network directly via an established professional network
• LinkedIn groups are catered for professional and business subject matters
thesocialeffect.com
Community Builder Breakdown1.Positioning
• Your community will be positioned towards supporting your company’s value proposition and marketing objectives.
2.Building and Growing• We will setup the community
aligned with our positioning strategy and invite your target market to join.
3.Content Planning• The Community Manager will
create a content plan for 3-6 months and schedule in client content, events promotion, and webinar promotion, once the community has reached a significant membership base.
4. Moderating• The dedicated community
manager and support team will gate-keep. Users matching the agreed target profile will be accepted into the community and uploaded onto our membership database. This will be available to the client.
5. Nurturing• As soon as a new member joins,
the community manager begins the relationship building process. Once they become 1st level connections, trust is established.
6. Internal Stakeholder Engagement• The community will increase
engagement with your internal stakeholders by providing a platform for them to communicate together, with their prospects, and existing partners.
thesocialeffect.com
Who are the members?
Tier 1 - Ideal Clients Tier 2 Tier 3 Industry Influencer Contributor
Members matching your exact target (right
company and right job title). These are decision
makers in their respective organisation.
Wrong company, right job title.
Consultant, contributor, or Junior
Level Executive.
Someone whose opinion matters in
your sector. It can be a media professional, a C-Level Executive,
or a government official.
This person facilitates the growth in community
engagement. They actively post
discussions and comments.
thesocialeffect.com
Relationship Building ProcessPropose Solution
Solution Evaluation
Negotiation
Closing Deal
Deal… £€$
Through high-touch personalised community management and relationship building the transition from community members to clients begins with request to become a 1st Level Connection
Invitations to connect
Personalised connection invitations to ideal clients (1st Level connection)
Ideal client profile organiser
KPI - % of ideal clients/ community members who agree to become a 1st Level Connection of the Community Manager.
Know YOULike YOUTrust YOUBuy YOU
CommunityManager’s Trust Circle
Entering your Community Manager’s Private Professional Network
Automatic Data AcquisitionInstant access to your ideal clients’ contact details
TrustOne to One relationship building
1st Level Connection=
Trust Confirmed
Ideal ClientsContributorsInfluencers
thesocialeffect.com
Ideal Clients
As a ‘Trusted Connector’, your Community Manager connects the
ideal clients AND your teams, remaining in the background to
assist and inform you through your entire sales life cycle.
Propose Solution
Solution Evaluation
Negotiation
Closing Deal
Deal… £€$
Know YOULike YOUTrust YOUBuy YOU
Your ideal Clients are journeying through your sales funnel.T1 T1 T1
Understanding the Community - ROI
thesocialeffect.com
Entering your Community Manager’s Private Professional Network
Automatic Data AcquisitionInstant access to your ideal clients’ contact details
TrustOne to One relationship building
1st Level Connection=
Trust Confirmed
The Community Manager becomes your ‘Trusted Connector’
Understanding the Community - ROIIdeal ClientsContributorsInfluencers
CommunityManager’s Trust Circle
Sales Webinars/Events Content Insights
CTR
thesocialeffect.com
Community Evolution
Setup
Building Community
Trusted Connector
Connecting Prospects to Sales
Members of the community become 1st level connections
Community Manager transitions to trusted connector status
Ideal clients transition to the trust circle
Members become connected to sales through trusted relationship with Community Manager
Member begins journey through your sales funnel
Sales Funnel
Member enters into discussion with sales to identify solution to pain-point
Community Manager remains in the background
Community Manager starts approaching people to join the group
Nurture the members of the groupDiscussion of pressing issues in the sector
Workshop to define community, objectives, audience and metrics
Assign Community Manager to understand community objectives
thesocialeffect.com
Community KPI’s
Community Growth Community Engagement Lead Generation CTR and Sign-ups
This target depends on the size of your target market. Typically we aim to grow
communities by 250 members per month. 20% of members will be T1s (Ideal
prospects).
A healthy community is an engaged community. We hit a monthly engagement rate of
7%. (# of comments & discussions / total members)
When we reach the Key Development Stage, 40% of selected members will agree to a meeting with your sales
team.
Your content’s success will dramatically improve through the community. Sign-ups for
events and webinars will increase.KPI’s are structured
on a case by case basis.
thesocialeffect.com
Content Planning
32
1 Community Manager Content
2 Community Manager (Client Repositioned Content)
3 User Generated Content
4 User Inspired Content
5 Client Content (Raw)
The Community Manager will create a content plan for 3-6 months and schedule in Client Content once the community has reached a sufficient membership base. Content Plans are working documents, that change on a regular basis. This is vital to measure the success of discussions and plan appropriately.
thesocialeffect.com
Market Insights from the Community (Examples)
Month 1 Month 2 Month 30
200
400
600
800
250
500
750
50100
150
Community Growth Forecast (Pilot Stage - first 3 months)
Total Members T1
thesocialeffect.com
Community Database (Example)Company Type Sector First Name Last Name Level Job Title Address Tier LinkedIn Date
Top Contributor/Influencer
Ann Summers Bricks & Clicks Clothing & Footwear Sharon Gilkes C-Level CIO
Harrow on the Hill, Greater London, United Kingdom
T1
http://uk.linkedin.com/pub/sharon-gilkes/0/369/a85
25/09/2014 Influencer
Arnotts Ltd Bricks & Clicks Clothing & Footwear Nigel Blow C-Level Chairman
London, United Kingdom
T1
http://uk.linkedin.com/pub/nigel-blow/6/295/269
08/01/15 Influencer
Collect+ Bricks & Clicks Logistics Neil Ashworth C-Level Chief Executive Oxford, United Kingdom T1
http://uk.linkedin.com/in/neilhashworth
22/09/2014 Influencer
GO Outdoors LTD Bricks & Clicks Clothing &
Footwear Paul Lyon C-Level CTOSheffield, United Kingdom
T1http://uk.linkedin.com/in/lyonpaul
12/09/2014 Influencer
GO Outdoors LTD Bricks & Clicks Clothing &
Footwear Chris Matthews C-Level CEO
Sheffield, South Yorkshire, United Kingdom
T1
http://uk.linkedin.com/pub/chris-matthews/9/763/806
15/09/2014 Influencer
M and M Direct Pure-play Clothing &
Footwear Fenton Farthing C-Level CIO/IT DirectorHereford, United Kingdom
T1
http://uk.linkedin.com/pub/fenton-farthing/2/256/262
15/01/15 Influencer
Marks and Spencer Bricks & Clicks Fashion Clifford Cohen C-Level Interim CIO
London, United Kingdom
T1
http://uk.linkedin.com/pub/clifford-cohen/2/521/2b7
17/09/2014 Influencer
Paperchase Bricks & Clicks Electricals & Office Ian James C-Level CIO
London, United Kingdom
T1
http://uk.linkedin.com/pub/ian-james/14/a31/4b5
09/11/2014 Top Contributor
QVC Pure-play General Goods Steve Bridgeman C-LevelCEO / Directeur Général
London, United Kingdom
T1
http://uk.linkedin.com/pub/steve-bridgeman/15/158/147
19/09/2014 Influencer
Shakeaway Worldwide
Bricks & Mortar Foodservice Peter Dickson C-Level CEO
Milton Keynes, United Kingdom
T1
http://uk.linkedin.com/pub/peter-dickson/3/15/5a
29/10/2014 Influencer
ALDI Bricks & Mortar Grocery Leila MacGarrow Director Buying
DirectorBirmingham, United Kingdom
T1
http://uk.linkedin.com/in/leilamacgarrow
03/11/2014 Top Contributor
ALDI Bricks & Mortar Grocery Christopher McKenry Director
Project Management Director
Cirencester, Gloucestershire, United Kingdom
T1
http://uk.linkedin.com/pub/christopher-mckenry/22/b41/373
11/11/2014 Influencer
Alliance Boots Bricks & Clicks Health & Beauty Peter Harker Director Supply Chain &
IT DirectorNottingham, United Kingdom
T1
http://uk.linkedin.com/pub/peter-harker/45/870/a
04/11/2014 Influencer
Alliance Boots Bricks & Clicks Health & Beauty Andy Burnham Director
Head of Finance - Pharmacy & Healthcare Development
Nottingham, United Kingdom
T1http://uk.linkedin.com/in/andyburnham
17/11/2014 Influencer
Alliance Boots Bricks & Clicks Health & Beauty Kevin Birch Director Director of
Operations
Harpenden, Hertfordshire, United Kingdom
T1
http://uk.linkedin.com/pub/kevin-birch/1b/792/62
25/11/2014 Influencer
thesocialeffect.com
Community Management
Growth ManagerBusiness Intelligence
Manager Support Services
Community Manager Account Director
Community
Client Objectives
Client
Team
Your objectives are at the heart of the community. We will constantly be reviewing the community’s performance and make sure we are hitting our KPI’s. Understanding what your goals are, is the key to us building a successful ongoing relationship.
Our Community Builder service evolves around a highly skilled team. Each community requires a minimum of 5-10 professionals working towards the success of the community..
thesocialeffect.com
Why TSE?The Social Effect (TSE) uniquely blend the established principles of
‘Relationship First Marketing’ and ‘Community Science to’ create Engaged Communities with massive and multiple ROI potential.
Our clients:
thesocialeffect.com
LinkedIn Community Builder - Pricing
Setup £1000.00This stage of the community builder involves our team performing in-depth research on your target market. We will formulate a content calendar, project strategy and present it to you for sign off.
Pilot Stage(Months 1-3) £2250.00 per month
The first 3 months of the community builder will cater towards growing the community to a significant mass. During months 1-3, we begin the relationship building process and nurture your ideal clients, contributors, and influencers. The acceptance rate of a prospect agreeing to a meeting, client content download, and event/webinar attendance, will dramatically increase after 3 months.
Key Development Stage (+3 months) £2600.00 per month
This is when the magic begins. Our clients start to see ROI from the community. We measure CTR on content promotion, event/webinar sign-ups, and other client material. The success rate of a prospect agreeing to a meeting typically reaches 40%.
thesocialeffect.com
Get in touchSarah Hewitt The Social Effect Limitedp:+44 (0) 207 993 2199e: [email protected] | w: www.thesocialeffect.com| a: Penhurst House, 352 Battersea Park Road, London, United Kingdom, SW11 3BY
