This presentation was prepared for HubSpot and presented as a webinar.

1. #LinkedinGroups
HOW TO BUILD A LARGE
AND SUCCESSFUL
LINKEDIN GROUP
& Mike Crosson
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2. Housekeeping Notes:
1 Webinar slides + video will be emailed to all
2 Interact with us on Twitter: #LinkedInGroups
3 Follow us on LinkedIn!
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3. Your Presenters:
DAN SLAGEN
MIKE CROSSON
Global Marketing Relations,
Founder & Moderator,
HubSpot
Social Media Marketing
http://www.linkedin.com/pub/
Founder & Publisher,
dan-slagen/a/675/718
SocialMediopolis.com
http://www.linkedin.com/in/mcrosson
#LinkedinGroups
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4. Agenda:
1 Creating Your Group from Scratch
2 Setting Your Group up for Success
3 Seeding Your Group for Growth
4 Marketing Your Group Where It Matters
5 Moderating Your Group for Quality Control
6 Monitoring Metrics for Continued Success
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5. 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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6. Pros:
1 The platform is free.
2 Chance to showcase
yourself & your company.
3 It works.
Group ownership looks good
4 on your resume.
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7. Cons:
1 Your options are limited.
2 Avoid a lot of work
with no pay.
3 You don’t own the group.
Group ownership looks good only if your
4 group looks good!
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8. Key Point:
LinkedIn is a GREAT B2B environment.
Don’t mistake it for a B2C venue. It ain’t.
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9. Creating
Your Group
#1 from
Scratch
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11. Creating the Group from Scratch
Naming the group and
1 avoiding legal headaches
down the road
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12. Creating the Group from Scratch
How to seize the
2 opportunity on LinkedIn:
who is the competition?
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14. Creating the Group from Scratch
Building the
3 infrastructure with
rules, welcome &
confirmation emails
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16. Setting Your
Group up for
#2 Success
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17. Setting Your Group up for Success
1 Nitty-gritty details that
matter (SEO)
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19. Setting Your Group up for Success
2 Linking to your
personal profile
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21. 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.
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22. Setting Your Group up for Success
Setting up niche
3 subgroups (very
important!)
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24. Setting Your Group up for Success
Finding expert help
4 LinkedIn Group Products,
Forum, SuperGroup
Founders, etc.
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26. Seeding
#3 Your Group
for Growth
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27. Seeding Your Group for Growth
1 Inviting the most
influential people to join
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30. Seeding Your Group for Growth
2 Engaging members in
other forums
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31. Seeding Your Group for Growth
3 Publishing/redistributing
content
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32. Example:
We use HubSpot at SocialMediopolis.com to
distribute all of our announcements to our social
media simultaneously with one click.
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33. Seeding Your Group for Growth
Establishing your own
4 social media venues:
Facebook, Twitter, LinkedIn,
Pinterest, Google+, Reddit,
YouTube, etc.
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34. Marketing
Your Group
#4 Where It
Matters
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35. Marketing Your Group Where It Matters
Integrate and promote
1 all of your social
media together
SEO + Facebook + Twitter + …
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36. Marketing Your Group Where it Matters
Marketing partnerships
2 & niche networks:
fast track to
membership growth
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38. Marketing Your Group Where it Matters
3 Build a separate website
with email capture
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40. Lead Capture Form:
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41. Marketing Your Group Where it Matters
4 Use LinkedIn Answers
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42. Great place for sourcing & sharing!
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43. Marketing Your Group Where it Matters
5 Acquire unique content
to attract new users
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44. Types of Content to Promote
1 Blog articles
2 Videos and images
3 Ebooks and whitepapers
4 Webinars and event invitations
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45. Moderating
Your Group
#5 for Quality
Control
Keep tight control or lose it!
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46. Moderating Your Group for Quality Control
Monitoring and
1 responding daily,
daily, daily!
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47. Moderating Your Group for Quality Control
2 Killing spammers,
#1 job
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48. Moderating Your Group for Quality Control
Attracting qualified and
3 dedicated
moderators/managers
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49. Moderating Your Group for Quality Control
4 Avoid irrelevant
topic discussions
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50. Monitoring
Metrics for
#6 Continued
Success
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51. Monitoring Metrics for Continued Success
Use the right tools
1 HubSpot, HootSuite,
Tweetdeck, Google
Analytics, etc
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52. Website Traffic Driven by LinkedIn
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53. Leads from LinkedIn
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54. Conversion Rate from Traffic to Leads
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55. Customers from LinkedIn
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56. Monitoring Metrics for Continued Success
Pick a good Email
2 Service Provider
HubSpot, MailChimp,
Constant Contact
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57. Monitoring Metrics for Continued Success
3 Check LinkedIn metrics
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58. Measure Growth & Activity
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59. Monitoring Metrics for Continued Success
Use surveys (like
4 SurveyMonkey) and
third-party apps
(especially mobile)
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60. 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??)
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61. Oopsie… What NOT to Do!
1 Don’t use a corporate name or logo you don’t own
2 Don’t dun other groups trying to build your own:
group owners will gang up on you
3 Don’t make bad marketing partnerships: keep
everything 110% relevant to the group
4 Don’t violate LinkedIn’s terms & conditions
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62. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

63. Mike Crosson will be speaking at
Social Media Marketing World –
check out the agenda here:
http://bit.ly/SMMWorld13
Mike Crosson, Publisher Contact Info:
www.SocialMediopolis.com mcrosson@changetheworld.com
LinkedIn: www.LinkedIn/in/mcrosson Ph. 415.717.7600

64. THANK
YOU.
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