Content-Driven Relationship Mktg for Social Media Influence

Module 2: Amplifying Authentic Engagement Through Influence Unit 3: LinkedIn Groups for Endorsements, Teaming, and Outreach

manage community events, attract local press, or showcase a company’s wares (e.g., product displays/concessions supporting a local festival).

Gains Made by Brands in Service Local Communities via LinkedIn Groups

Breaking ground on new local markets

Worthy Cause Outreach Exposure

Networking efforts are often rewarded in the form of earned publicity and referrals when brands make notable contributions to local community initiatives (e.g., sponsorships). Research confirms that this community involvement is most appreciated when group member contributions are focused on youth development, wellness, environment protection, and corporate social responsibility initiatives. The initial search for viable local community groups may appear promising as many brands find value in hosting groups. But as demonstrated in the fitness example below (Slides 4-6), that initial list quickly whittles down to a select few when considering the following criteria:

Becoming top-of-mind local referral

Brand goodwill

• Corporate citizenry • Humanitarian image

Garnered trust from other group members

1. Does the group sponsor local initiatives suitable to the brand’s strengths and image? 2. Are members active enough to suggest group sustainability and reliable backup? 3. Do they have a history of sponsoring meaningful events worthy of local press attention? 4. Will the brand’s personal contributions be seen as worthy of press attention (e.g., substantial community efforts vs. cutting a sizeable check)? 5. Are there prominent community influencers that can vouch for the brand’s contributions? 6. Will the initiatives be seen as consistent with the nature of the brand’s business? 7. Can the investments in sponsorship pay off in repeatable events?

Evaluating Viable Community Outreach Groups South Florida Fitness Center Example

Local Community Initiatives

Active & Relevant LinkedIn Groups

Rationale for Selected Groups (see three below) • Sizeable active membership • History of large event sponsoring • Relevance of healthy lifestyles • Resources for large scale events • High press coverage • Prominent community influencers

Connection to Brand Conditioning for sports development

Goodwill Exposure

Meaningful Contribution Personal training preparation

Available Resources

Longevity

Highly newsworthy, but depends on scope of audience interests