Last week, WebLink hosted a webinar for business associations and chambers of commerce titled, "5 Steps to Growing Your Membership Using LinkedIn."
We've seen chambers of commerce and associations make great strides in using social media to connect with their members and extend their reach. Largely, these efforts have centered around Facebook and Twitter, with LinkedIn and others being under utilized. This was reinforced by some pre-webinar questions we asked.
The results (charts below) demonstrated that member-based organizations have not yet found ways to leverage the power of LinkedIn to engage their members and grow their membership. And, since HubSpot's 2013 State of Inbound Marketing report shows that 47% of marketers have acquired a customer through LinkedIn, associations and chambers are missing great opportunity to do the same.
Question 1: How is your staff using LinkedIn?
Question 2: How much of an impact has LinkedIn made to your organization?
The webinar also detailed key points that business associations should employ to create their presence on LinkedIn, attract and engage followers and measure the results. Here are some of the top questions from the webinar.
1. Why should we create a page? We already have a group.
The webinar also detailed key points that business associations should consider when developing a mobile strategy. These included reviewing data and surveying members to determine the best solutions for your association.
Here are some of the top questions from the webinar.- See more at: http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-mobile-strategies-for-associations#sthash.SolnVecX.dpuf
LinkedIn groups can be great for engaging people who are already members of your organization. Our focus in the webinar is on growing your membership through LinkedIn. You need for potential members and partners to find information about your organization and the view types of content you're sharing without needing to join your group. For those associations actively using a LinkedIn group deliver value to your members, I would recommend creating your LinkedIn company page too, and building it out fully as detailed in the webinar.
Use the best practices from the webinar for creating content and engaging your followers. These followers may become new members or help you find new members by sharing your content and expanding your organization's reach.
2. How often should we post to our LinkedIn Page?
Stats from LinkedIn show that companies that post 20 times per month reach at least 60% of their audience. That works out to about once per business day. Your posts can be links to other resources, images, videos and more. And, asking questions about the content you post is a great way to drive engagement from your followers.
Remember that best practices for posting to LinkedIn include the 80/20 rule: post four audience-focused items for every one that promotes your organization.
3. Would you recommend a LinkedIn page or group instead of a private community for our association?
This could be a very large topic, so I'll keep my answer as concise as possible. If you are able to dedicate the staff time and resources needed to keep a private community engaged and thriving, it can be a major benefit to your members. However, many associations are finding that they just don't have the capacity to drive success for their community and they get more effective use of LinkedIn or other sites. For more on this topic, check out this thread in the ASAE's group on LinkedIn. (You do need to be a member of the group to view the posts.)
4. What are some other resources for learning about social media strategies?
First, make sure you attend our next webinar on social media for associations. :-) Until then, below is a copy of our presentation which contains some additional resources near the end.
5. Will you offer a recording of today's webinar?
Sure, see the video below.
The response to the webinar was fantastic and we'll be scheduling more webinars on how associations and chambers of commerce can use social media in the future. Thank you to everyone who attended.
What strategies and tactics have worked well for your association to attract new members with social media? Let us know in the comments below. We may be able to feature your organization in an upcoming webinar or blog post.