Marketing Solutions Sponsored Groups product sheet

1. Marketing Solutions
Introducing LinkedIn Groups
Companies often talk about ‘joining the conversation’
and ‘thought leadership’. But how do you actually do
it in a professional context and attract large numbers
of qualified participants?
LinkedIn Custom Groups are the answer. They let you
reach out to 238M+ members worldwide (10M+ in the
UK; 34M+ in Europe) and invite them into a discussion
around a shared professional passion, interest or goal.
Create a professional conversation
Our members come to us looking for insights and
information about companies, brands and topics that
matter to them and there are already 1m groups in
existence on LinkedIn worldwide – with 1.5 million
group memberships each week.
This means you’re using a well-understood and
popular tool for your message, when you sponsor a
LinkedIn Custom Group.
How LinkedIn Custom Groups work
• Create a branded discussion forum
• Steer the conversation with community management
tools and weekly emails to group members
• Get ‘free’ members organically
• Recruit more members using Join Group Ads and
Sponsored InMail Messages
• Generate valuable earned media, as group members
‘like’ comments and share discussions with their
LinkedIn network – Members’ updates are posted to
their 1st degree connections’ homepages in the
Network Update Stream
• Exclusively promote your content and messages in
the right-hand rail with units that support rich media
and video
• Get valuable metrics and analysis
Create branded discussion forums that underpin
thought leadership and social media marketing
campaigns. Add members, encourage
conversation and build a lively community that
endorses your brand.
LinkedIn
Custom Groups
A thriving environment
for thought leadership
and engagement
HP Business Answers Group

2. Why Custom Groups?
Engage your influencers
Invite your most valuable and influential professional
audience into a private, focused space to share
experiences, discuss relevant topics, network and
collaborate with others
Brand loyalty and trust
Targeted thought leadership that actually generates
measurable results and builds long-term preference
and engagement.
Gain insight and measure your impact
Regular reports which measure the impact and
effectiveness of the group including data on the
number of new joiners, the percentage of active
members, the number of new discussions and the click
through rate on group content and ads
Analytics from an IT-focused group
Statoil Energy Innovation Group
Discussions on a typical LinkedIn Group
Real customers, real benefits
Philips runs two groups dedicated to thought
leadership in health and lighting. They have seen a
significant rise in net promoter scores and their health
group has tens of thousands of members and
thousands of active discussions, making it a role
model for thought leadership on a large scale.
Similarly, Microsoft’s Cloud Computing group has
attracted more than 6,500 senior managers in relevant
industries such as IT, engineering and consultancy.
Additional Information
For more information, contact your LinkedIn Account
Representative or visit emea.marketing.linkedin.com
to learn more about our marketing solutions.
What’s the difference between Groups,
Custom Groups & Managed Groups?
Dedicated
discussion
area
Some
branding
Exclusive
Branding
Moderated
by
LinkedIn
Managed
Groups
Custom
Groups
Enhanced
Groups
Groups
Dedicated
discussion
area
Some
branding
Exclusive
Branding
Moderated
by
LinkedIn
Managed
Groups
Custom
Groups
Enhanced
Groups
Groups
21%
15%
10%
7%
5%
4%
Information
Technology
Engineering
Consulting
Operations
Sales
Program & Project
Management
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