Linkedin groups building guide

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  • 1. Maria Laura My Groups: White House (Official), KIVA, Green Sandip My Groups: CIO Forum, Forrester Steve My Groups: Citi Network, Social Media Mafia My Groups: Apple Users, Cornell Alumni Alex My Groups: IBM, LegalNYC, Harvard ALumni Guide to Creating Successful Communities LINKEDIN GROUPS

2. APPENDIX 2 3 What is a LinkedIn Group Why create a LinkedIn Group 17Conclusion How to create a LinkedIn Group 4 6 10 12 14 16 1 Step 1. Make a Plan Step 2. Set Up Your Group Step 3. Enhance Your Group Step 4. Open the Doors Step 5. Build Engagement Step 6. Moderate Your Group CONTENTS 3. WHAT IS A LINKEDIN GROUP WHAT IS A LINKEDIN GROUP inkedIn Groups are communities of like-minded professionals who share a common experience, passion, interest, affiliation, or goal. Groups provide members with a private and focused space to discuss relevant topics, share news stories, network, and collaborate with others. There are thousands of groups on LinkedIn organized around a wide range of topics from virtualization to entrepreneurship to sustainable design. Members frequently belong to multiple groups that align with different aspects of their professional life, such as university alumni groups, trade groups, conference groups, and networking groups. L 4. WHY CREATE A LINKEDIN GROUP WHY CREATE A LINKEDIN GROUP inkedIn Groups enable marketers to establish their own community within the larger LinkedIn business network in a seamless and organic way. Marketers can easily deliver relevant messages and efficiently engage with their audience of potential customers LinkedIn Groups are a great tool for brands to: Enable the conversation Members join groups so they can engage with like-minded professionals Create long-term interaction with customers and prospects Ongoing discussions and collaboration produce a vital and lasting community Generate viral, sustainable growth Groups are organically viral creating growth opportunities for the long-run L 3 5. MAKE A PLAN efore starting a group there are some key things youll want to consider. Taking the time to think through your short and long term strategy will go a long way towards making your group successful. HOW TO CREATE A LINKEDIN GROUP B 6. STEP 1. MAKE A PLAN Managing a LinkedIn Group will require time to build engagement and moderate. It is important to identify a primary contact either in or affiliated with your company who will coordinate all activities for your group. It is also helpful to enlist others in your company to help build engagement in the early phase. Plan to ensure people at your company can make time to do this for at least six months to nurture and grow the group. Who will manage the group Your objective will drive the rest of your decisions. What are you trying to achieve with the group? What do you want to communicate? Are you trying to build brand awareness? Do you want a venue for customers to discuss your products? Are you trying to expose non-customers to your product? What is your objective Your audience will have a big impact on how you set up your group. Who are you trying to reach? Customers, prospects, potential partners, influencers, employees, etc. Who is your audience A topic-based group (e.g., The IT Corner by Acme Computer) is a great way to build broader engagement with your audience. Pick a topic related to your brand that will allow for more diverse conversations and draw participation from non-customers as well. What is your message Set a clear objective Select your topic carefully Establish a content team Commit to six months 5 TOP TIPS 7. 2ow that you have determined the purpose of the Group and who will be managing it, you can move on to the set up phase. SET UP YOUR GROUP HOW TO CREATE A LINKEDIN GROUP N OPEN VS CLOSED GROUP Logo Name Description GROUP BRANDING 8. STEP 2. SETUP YOUR GROUP When creating a group, you will be asked to set access controls. Open groups automatically accept any member that wants to be part of the group. Closed groups require the group owner to invite, pre-approve, or individually approve members before they are allowed to participate. Open groups are popular for brands because they remove barriers to join and tend to grow faster. Closed groups give you more control over who is in the group but take more time to manage and as a result can ramp up slowly. Open vs Closed Group The name and description of your group will help people identify and find you. To highlight your brand, include your company name in the Group name. Choose a logo that quickly conveys the topic of your group, and keep in mind its small size on-screen. Avoid too much text and opt for simple, large, images that can have instant impact. Create a detailed description of your group outlining why people should join. Include the focus area of the group, the types of topics that will be discussed, and who will benefit from joining. Group Branding 7 The Jobs tab is an optional feature that creates a space for members to post job openings. Managers and other members can move job-related posts out of the general area into the Jobs tab, helping keep your main discussion focused on core topics. Jobs Tab 9. JOBS TAB SUBGROUPS TAB GROUP BRANDING MANAGE TEMPLATES HOW TO CREATE A LINKEDIN GROUP 10. STEP 2. SETUP YOUR GROUP Before launching your group you will want to set up email templates. This is a standard feature that allows you to automatically send emails based on one of four actions: acknowledge a request to join, welcome a new member, decline a request to join, or block a request to join. The content of the email is text-based and can be customized by the group owner. Sending a welcome email is a great opportunity to reinforce the purpose of the group and outline posting guidelines. Manage Templates 9 Include your brand in group name Design a custom group logo Write email templates Create a detailed group description TOP TIPS Subgroups is a feature that enables you to break out a broader group topic into more refined categories. For example, a technology group might have subgroups for laptops, desktops, and printers. One drawback to creating subgroups when you are just starting out, however, is that your conversations become spread across multiple sections making it difficult to get critical mass. Subgroups are a great feature to activate once your overall group has momentum. Subgroups 11. Post a welcome video Stream in a relevant blog Encourage discussion with polls Leverage third-party content You can also use your customized space to distribute valuable information to your members by promoting white paper assets. Relevant, free content will be greatly appreciated by members of your group. It is important to keep content in your Group fresh. Plan on developing an editorial programming calendar and share your plan with members. Theyll be sure to check back often to get new information, watch new videos and download the latest white paper. HOW TO CREATE A LINKEDIN GROUP 3 TOP TIPS Custom Groups have unique messaging features that help you build and sustain a relationship with your customers. A custom content module enables you to surface any content that can be distributed via an RSS feed. Typical RSS content may include blog posts, Twitter feeds and photography. You do not have to limit yourself to your own content, however. Include feeds from other sources that are relevant and of interest to your group. You can also add a stand-alone video module to your Custom Group. This module pulls in specific videos that you have posted to YouTube. Starting your group with a video introduction is a great way to jump start engagement. Be sure to regularly rotate in other videos, such as interviews, presentations, and event coverage, to keep your members engaged. Want to source feedback from the crowd and spark healthy debate? Custom Group owners can use one of their messaging slots to run an interactive poll. Ask members any variety of questions and receive real-time feedback and insights. ENHANCE YOUR GROUP 12. STEP 3. ENHANCE YOUR GROUP11 POST VIDEO ADD RSS FEEDS 13. 4ow that your group is ready to go, its time to get the word out. With hundreds of thousands of groups in the LinkedIn Groups directory, it is crucial for you to be proactive in making your group more discoverable. Think about quality, not quantity of members in the beginning to ensure that you are building a valuable and focused group. The easiest way to build membership in your group is by reaching out to those who already have a proven affinity for using LinkedIn tools that is, your target audience on LinkedIn. With rich ad targeting capabilities, you can easily and quickly raise awareness of your group. Tap into your content teams individual networks to start spreading the word on LinkedIn. Use network status messages on LinkedIn, Twitter, and Facebook to broadcast interesting discussions from your group. Include links to your group in email signature lines, on your website, in offline advertising and in collateral. OPEN THE DOORS Get the Word Out HOW TO CREATE A LINKEDIN GROUP N 14. Use targeted ads to build membership Promote your group in your traditional marketing Ask members to introduce themselves Decline members that are not a good fit TOP TIPS If you have set up a closed group, you will need to accept, decline or block each request to join. Criteria for group membership should be defined by readily available information in the LinkedIn Profile. If its not, consider making the group open or invite-only. STEP 4. OPEN THE DOORS Who to Accept How to Decline 13 Dont simply ignore a request if the applicant is not a good fit. 1) Someone else on your team may not realize that the request is being ignored and may inadvertently accept it, and 2) It is bad for your brand image if a member feels like you are ignoring them. Blocking members is a last resort. You should block members that have been declined several times